INTRODUCTION

Indian Economy is dramatically changing the dramatic changes are the

result of hard realities. Too much of protection for too long a time has
hindered the economic development rather than facilitating it. The immediate
fallout could be seen in public sector units in the country. Their losses got
accumulated and became a drain of the National Exchequer. Too much of
regulation for too long time on private sector had also proved to be disastrous.

All these regulations, curbs and restrictions has stifled the enterprising
spirit and discouraged healthy competition among the in industrialists. The
balance of payments position became so unmanageable that even the
international lending bodies like International Monetary Fund and World
Bank refuse additional finance for India unless Indian economy is revamped.

Since than a series of economy policies were revamped. There was a

greater emphasis on Marketing. After liberalization the changed in economic
scenario India offers excellent marketing opportunities are created for aspiring
Entrepreneurs.

Indian markets are now “Buyers Markets”. Therefore the marketers has
to resign suitable. Strategies to stay successful in the market. Their success
depends on their ability to cater.

The main objective of the study is to know the Customer awareness

with respect to Asian Paints.

The need for this can be explained if one knows the importance of
understanding the Customer awareness. So in the following paragraph the

1
Customer awareness and its role in the success of an organization has been
explained.

Customer awareness are taken up to boost the sales of a product by the

company. A company having production capabilities may produce a product
and price is according and sell through the dealers and retailers by its
distribution network.

Considering the fact that consumer according to the time need, want
and the purchasing power, it depends on the product, therefore, the marketers
rely on the marketing mix to cater to the customers efficiently and effectively.

So the companies producing the product, pricing and planning them

have to carefully look into the minds of the consumers and place the products
favorably in the minds of the consumers.

2
 COMPANY PROFILE

Asian Paints Limited was established way back on February 1, 1942

and today stands as India’s largest and Asia’s third largest paint company.
Asian Paints operates in 17 countries and has 25 paint manufacturing facilities
in the world servicing consumers in over 65 countries.

The company manufactures paints in the category of Decorative,

Automotive and Industrial segment. Apart from these the company also
manufactures various Accessories like, Wall Primar, Wood Primer, Putty and
Strainers etc. Driven by its strong consumer–focus and innovative spirit, the
company has been the market leader in paints since 1967.

Besides Asian Paints, the group operates around the world through its
subsidiaries Berger International, Apco Coatings, SCIB Paints and Taubmans,
Berger International, SCIB Paints–Egypt, Asian Paints, Apco Coatings and
Taubmans. Asian Paints operates in 5 regions across the world viz. South
Asia, South East Asia, South Pacific, Middle East and Caribbean region
through the five corporate brands viz. Asian Paints, Berger International,
SCIB Paints, Apco Coatings and Taubmans. In 10 markets, it operates
through its subsidiary, Berger International Limited; in Egypt through SCIB
Paints; in 5 markets in the South Pacific it operates through Apco Coatings
and in Fiji and Samoa it also operates through Taubmans.

The company is having its strategically located Indian plants at

Bhandup (Maharashtra), Kasna (Uttar Pradesh) and Sriperumbudur (Tamil
Nadu), Ankleshwar (Gujarat), Patancheru (Andhra Pradesh) and the newly
built plant at Rohtak (Haryana). Asian Paints operates in 17 countries and has
25 paint manufacturing facilities in the world servicing consumers in over 65
countries. The company is having state–of–the–art supply chain system using

3
cutting edge technology to integrate all its plants, regional distribution centres,
outside processing centres and branches in India. All the company’s paints
plants in India, two chemical plants, 18 processing centres, 350 raw material
and intermediate goods suppliers, 140 packing material vendors, 6 regional
distribution centres, 72 depots are integrated.

The company is having a big and experienced R&D team which has
successfully managed to develop High–end exterior finished and wood
finishes in–house, which was earlier imported into the country. These
products are currently marketed under Asian Paints Elastomeric Hi–Stretch
Exterior paint and Asian Paints PU wood finish respectively.

The company is having three subsidiaries viz, Apco Coatings – it is a

subsidiary of Asian Paints in the South Pacific islands. The company operates
in Australia, Fiji, Tonga, Solomon Islands and Vanuatu under the brand name
of Apco Coatings.

The other subsidiary of the company is Asian Paints Industrial Coatings

Limited which has been set up to cater to the powder coatings market which is
one of the fastest growing segments in the industrial coatings market.

Berger International Limited in November 2002, became a part of the

Asian Paints Group. Today, the name of Berger is synonymous with quality
and innovation. BIL has presence across three regions viz. Middle East,
Caribbean and South East Asia.Asian Paints participates in the Industrial
Coatings segment directly, through a 50:50 JV with PPG Inc. of US as well as
through a 100% subsidiary.

On the recommendations of Booz, Allen and Hamilton, Asian Paints

restructured itself into Growth, Decorative and International business units

4
and has adopted SCM and ERP technology. Asian Paints aims to become the
5th largest decorative paint company in the world.

Product range of the company includes:

 Automotive Paints
 Decorative Paints
 Industrial Paints
 Ancillaries – Range of ancillaries like primers, fillers stainers, and a lot
more.

In Decorative paints, Asian Paints is present in all the four segments

v.i.z Interior Wall Finishes, Exterior Wall Finishes, Enamels and Wood
Finishes. It also introduced many innovative concepts in the Indian paint
industry like Colour Worlds (Dealer Tinting Systems), Home Solutions
(painting solutions Service), Kids World (painting solutions for kid’s room),
Colour Next (Prediction of Colour Trends through in–depth research) and
Royale Play Special Effect Paints etc.

5
 PRODUCT PROFILE

Asian Paints is an India based company and having 29 manufacturing

bases in 21 countries and five regions. It is India's largest and Asia's 3rd
largest Paint Company . It has five corporate brands operating across the
globe, they are - Asian Paints, Berger International, SCIB Paints, Apco
Coatings and Taubmans.

Asian Paints was rated as 'Best Small Companies in the World for 2002
and 2003' by Forbes Global magazine USA and was presented with the 'Best
under a Billion' company award. Asian Paints is the only such paint company
in the world to receive such award.

Asian Paints offers a wide spectrum of services in the following areas –

Decorative – under this segment it offers Painting Guide, Painting Solution,

Paint Calculator and Paint Selector as value added decorative service.

Industrial – Asian Paints offers 4 types of industrial coatings such as

Protective Coatings – protects steel and concrete structures from the

corrosive action of harsh climates, pollution, sea spray, acids, oils and
solvents.

Road Markings – are used as road markers for lane as indicator of lane
separation and also as safety markers. They include ordinary road marking
paint, hot applied retro-reflective thermoplastic material and retro-reflective
water borne paints.

Powder Coatings – is used to enhance the performance of Industrial paints.

6
Floor Coatings – such paints protects the floor surface and prevents crack
formation, insect nest formation, water seepage etc.

Automotive – It includes wide range of motor bikes and car paints.

Paints can be distinguished as

EMULSIONS:
These are water based paints Acrylic Emulsions are extremely durable
and give wall silky and smooth finish. They washable and easy to maintain.
Eg: Asian Paints offers three brands to choose.

Premium Apcolite Royal Acrylic Emulsion.

Medium Apcolite Super Acrylic Emulsion.
Economical Super Decoplast.

DISTEMPERS:
These are also water based paints but their binders may be very natural
or synthetic. Distempers are economically priced, they offer good value for
money as they are durable.
Eg: Asian Paints has
Tractor Acrylic washable Distemper.
Tractor washable Synthetic Distemper.

LUSTER AND MATT FINISHES:

These are solvent based paints are extremely durable. The former gives
a gloss egg shell finish while matt finishes have a dead matt finish.
Eg: Asian Paint has
Apcolite luster finish.

7
Apcolite synthetic matt finish.

8
EXTERIOR FINISHES:
For exterior cement paint is mainly used as it is economical. It also has
a reasonable life if in areas where monsoon is not too heavy.
Eg: Gattu cem.

ENAMELS:
It provide the best coating for metals they are tough, durable, glossy in
finish. The smooth shiny look lasts for years. Enamels protect from
corrosioin.
Eg:
Apcolite Synthetic Enamel.
Mangoes Synthetic Enamel.

PRIMERS:
Primers are usually the first coat applied on a surface it is meant to
prepare the surface for painting. It offers protection to the paint.
Eg:
Asian Metal Primer.
Woodorite Primer.

FILLERS / PUTTIES:
It is used to fill up the crises or any unevenness to ensure that the finish
coat gives a smooth surface.

9
 OBJECTIVES OF THE STUDY

PRIMARY OBJECTIVES
To find out the consumer satisfaction level of the Asian Paints in
Cumbum town.

SECONDARY OBJECTIVES
 To secondary objectives in known about the customer satisfaction level
associated with the product and the customer preference level.
 To recapture the market share by fulfilling the customer’s need.
 To study the factor affecting the consumption pattern.
 To know the product usage and availability in the market.
 The survey bout people’s expectation’s pricing variations of Asian
Paints.
 To find the quality of Asian Paints.

10
 RESEARCH METHODOLOGY

INTRODUCTION
The essential purpose of marketing research is to provide information,
which will facilitate the identification of an opportunity or problem situation
and manager in arriving the best possible decision when such situation are
encountered.
Research methodology is a basic plan, which guides the data collection
and analysis phases of the research project. It‘s a framework, which specifies
the type course of the data and collection periods.

METHOD OF DATA COLLECTION

After identifying end designing the research problem and determining
and specific information require to solve the problem.
Data are information for the research can be collected through primary
data and secondary data.

PRIMARY DATA
These are the data generated which a particular problem of hand. The
primary data for my study in collected by survey method through proper
questionnaire.

SECONDARY DATA
Secondary Data are these data which are these data which are collected
from some easier research work, are in printer nature, booklets.
The Secondary Data for the survey in collected from internet printed
booklets.

11
SAMPLING
Sampling mean’s were only a few units of population under study are
considered for analysis in called sampling.

SAMPLE UNIT
I choose my sampling area at town for market survey of the Asian
Paints.

SAMPLE SIZE
The sample size taken for this survey in 100 respondents.

TOOL USED FOR ANALYSIS

The collected data were interpreted using percentage method.

SAMPLING TECHNIQUES
Sampling Techniques process of analysis the selected data.

METHOD OF SAMPLING TECHNIQUES

1) Random sampling.
2) Non - Random sampling.

RANDOM SAMPLING
A random sample in one where each item in the universe has an equal
change of known opportunity of being selected.

NON- RANDOM SAMPLING

These samples are made to meet the specific requirement of special
nature.

12
 DATA ANALYSIS AND INTERPRETATION

DATA INTERPRETATION
Interpretation refers to the task of drawing inference from the collected
facts. After an analytical our experimental study. For the survey the collected
data are analyzed and interpreted by the percentage analysis method. This
attempt to organize and summaries data in order to increase results.

Usefulness in such a manner that enable the research to relate critical

points with the study objectives. Sometimes these organizing and
summarizing of .data collected through the use of sample, the reliability of the
summery estimates is required to be determined. In this survey the collected
data are analyzed and interrelated by the percentage analysis method.

Percentage Analysis Method:

Percentage method to special kind of ratio percentage is used in making
comparison between two or more series of data percentage are used to
describe relationship.

No. Of Respondents
Percentage = ———————————— x 100
Total respondents

13
 TABLE-1

RESPONDENTS PREFERENCE BRAND OF PAINTS

No. of
S.No. Particulars Percentage
Respondents
1 Asian paints 50 50

2 Nerolac paints 30 30

3 Berger paints 10 10

4 Others 10 10

Total 100 100

Source: Primary Data

Among 100 Respondents

 50% of respondents prefer in Asian paints.
 30% of respondents prefer in Nerolac paints.
 10% of respondents prefer in Berger paints.
 10% of respondents prefer in other paints.


14
 CHART-1

RESPONDENTS PREFERENCE BRAND OF PAINTS

100

90

80

70

60

Percentage
50
50

40
30
30

20
10 10
10

0
Asian paints Nerolac paints Berger paints Others

Particulars

15
 TABLE-2

RESPONDENTS OPINION ABOUT AWARE OF PAINTS

No. of
S.No. Particulars Percentage
Respondents
1 Yes 60 60

2 Can’t say 30 30

3 No 10 10

Total 100 100

Source: Primary Data

Among 100 Respondents

 60% of respondents are getting aware of paints.
 30% of respondents can’t say aware of paints.
 10% of respondents are not getting aware of paints.


16
 CHART-2

RESPONDENTS OPINION ABOUT AWARE OF PAINTS

100

90

80

70
60
60

Percentage
50

40
30
30

20
10
10

0
Yes Can’t say No

Particulars

17
 TABLE-3

RESPONDENTS OPINION ABOUT DECIDER OF HOME

No. of
S.No. Particulars Percentage
Respondents
1 Father 40 40

2 Mother 20 20

3 Wife 30 30

4 Others 10 10

Total 100 100

Source: Primary Data

Among 100 Respondents

 40% of respondents say that father is decider of home painting.
 20% of respondents say that mother is decider of home painting.
 30% of respondents say that wife is decider of home painting.
 10% of respondents say that other family member is decider of home
painting.

18
 CHART-3

RESPONDENTS OPINION ABOUT DECIDER OF HOME

100

90

80

70

60

Percentage
50
40
40
30
30
20
20
10
10

0
Father Mother Wife Others

Particulars

19
 TABLE – 4

RESPONDENTS GET THE KNOWLEDGE ABOUT

ASIAN PAINTS
No. of
S. No. Particulars Percentage
Respondents
1 For advertisement 30 60

2 For magazine 10 20

3 Other sources 10 20

Total 50 100

Source: Primary Data

Among 50 Respondents
 60% of respondents are getting knowledge from advertisement.
 20% of respondents are getting knowledge from magazine.
 20% of respondents are getting knowledge from other sources.


20
 CHART – 4

100

90

80

70
60
60

50

40

30
20 20
20

10

0
For advertisement For magazine Other sources

RESPONDENTS GET THE KNOWLEDGE ABOUT

ASIAN PAINTS

Percentage

Particulars

21
 TABLE-5

RESPONDENTS OPINION ABOUT PURCHASING PLACE OF

ASIAN PAINTS
No. of
S. No. Particulars Percentage
Respondents
1 Market 10 20

2 Super market 10 20

3 Shop 15 30

4 Supplier 15 30

Total 50 100

Source: Primary Data

Among 50 Respondents
 20% of respondents purchase from market.
 20% of respondents purchase from super market.
 30% of respondents purchase from shop.
 30% of respondents purchase from supplier.

22
 CHART-5

100

90

80

70

60

50

40
30 30
30
20 20
20

10

0
Market Super market Shop Supplier

RESPONDENTS OPINION ABOUT PURCHASING PLACE IN

ASIAN PAINTS

Percentage

Particulars

23
 TABLE – 6

RESPONDENTS GET THE INFLUENCE ABOUT

ASIAN PAINTS
No. of
S. No. Particulars Percentage
Respondents
1 Friends 10 20

2 Family 5 10

3 Advertisement 30 60

4 Others 5 10

Total 50 100

Source: Primary Data

Among 50 Respondents
 20% of respondents are getting influence from friends.
 10% of respondents are getting influence from family.
 60% of respondents are getting influence from advertisement.
 10% of respondents are getting influence from others.


24
 CHART – 6

100

90

80

70
60
60

50

40

30
20
20
10 10
10

0
Friends Family Advertisement Others

RESPONDENTS GET THE INFLUENCE ABOUT

ASIAN PAINTS

Percentage

Particulars

25
 TABLE-7

RESPONDENTS OPINION ABOUT PURCHASE OF BRAND

No. of
S.No. Particulars Percentage
Respondents
1 Branded 48 96

2 Non branded 2 4

Total 50 100

Source: Primary Data

Among 50 Respondents
 96% of respondents are purchase branded paints.
 4% of respondents are purchase non- branded paints.


26
 CHART-7

RESPONDENTS OPINION ABOUT PURCHASE OF BRAND

100 96

90

80

70

60

Percentage
50

40

30

20

10 4
0
Branded Non branded

Particulars

27
 TABLE-8

RESPONDENTS OPINION ABOUT THE CONSUMPTION PERIOD

OF ASIAN PAINTS
No. of
S.No Particulars Percentage
Respondents
1 Party 2 4

2 Marriage 30 60

3 Festival 15 30

4 Other occasion 3 6

Total 50 100

Source: Primary Data

Among 50 Respondents
 4% of respondents are consuming of party time.
 60% of respondents are consuming of marriage time.
 30% of respondents are consuming only festival time.
 6% of respondents are consuming other occasion.

28
 CHART-8

RESPONDENTS OPINION ABOUT THE CONSUMPTION PERIOD

OF ASIAN PAINTS

100

90

80

70
60
60

Percentage
50

40
30
30

20

10 4 6

0
Party Marriage Festival Other occasion

Particulars

29
 TABLE-9

RESPONDENTS OPINION ABOUT CONSIDER BEFORE

PURCHASING THE PAINTS
No. of
S.No. Particulars Percentage
Respondents
1 Asian paints 25 50

2 Nerolac 15 30

3 Berger 8 16

4 Can’t say 2 4

Total 50 100

Source: Primary Data

Among 50 Respondents
 50% of respondents purchasing before consider the Asian paints.
 30% of respondents purchasing before consider the Nerolac paints.
 16% of respondents purchasing before consider the Berger paints.
 4% of respondents purchasing before not consider the paints.

30
 CHART-9

RESPONDENTS OPINION ABOUT CONSIDER BEFORE

PURCHASING THE PAINTS

100

90

80

70

Percentage
60
50
50

40
30
30

20 16

10
4
0
Asian paints Nerolac Berger Can’t say

Particulars

31
 TABLE-10

RESPONDENTS OPINION ABOUT MOST EFFECTIVE BRAND

No. of
S.No. Particulars Percentage
Respondents
1 Asian paints 25 50

2 Nerolac 15 30

3 Berger 8 16

4 Others 2 4

Total 50 100

Source: Primary Data

Among 50 Respondents
 50% of respondents say that most effective brand was Asian paints.
 30% of respondents say that most effective brand was Nerolac paints.
 16% of respondents say that most effective brand was Berger paints.
 4% of respondents say that most effective brand was other paints.

32
 CHART-10

RESPONDENTS OPINION ABOUT MOST EFFECTIVE BRAND

100

90

80

70

Percentage
60
50
50

40
30
30

20 16

10
4
0
Asian paints Nerolac Berger Others

Particulars

33
 TABLE-11

RESPONDENTS EXPECTATION OF ASIAN PAINTS

No. of
S.No. Particulars Percentage
Respondents
1 For shining 13 26

2 Attractive colour 20 40

3 For longer duration 15 30

4 For safety 2 4

Total 50 100

Source: Primary Data

Among 50 Respondents
 26% of respondent’s expectation of Asian paints for shining.
 40% of respondent’s expectation of Asian paints for attractive color.
 30% of respondent’s expectation of Asian paints for longer duration.
 4% of respondent’s expectation of Asian paints for safety.

34
 CHART-11

RESPONDENTS EXPECTATION OF ASIAN PAINTS

100

90

80

70

Percentage
60

50
40
40
30
30 26

20

10
4
0
For shining Attractive colour For longer duration For safety

Particulars

35
 TABLE-12

RESPONDENTS OPINION ABOUT RE-PURCHASE OF

ASIAN PAINT

No. of
S.No. Particulars Percentage
Respondents
1 Yes 48 96

2 No 2 4

Total 50 100

Source: Primary Data

Among 50 Respondents
 96% of respondents are re-purchasing the Asian paints.
 4% of respondents are not re-purchasing the Asian paints.


36
 CHART-12

RESPONDENTS OPINION ABOUT RE-PURCHASE OF

100 96

90

80

70

60

50

40

30

20

10 4
0
Yes No

ASIAN PAINT
Percentage

Particulars

37
 TABLE-13

RESPONDENTS OPINION ABOUT THE PRICE LEVEL OF

ASIAN PAINTS

No. of
S.No. Particulars Percentage
Respondents
1 Reasonable 40 80

2 High 8 16

3 Low 2 4

Total 50 100

Source: Primary Data

Among 50 Respondents
 80% of respondents say that the Asian Paint price is reasonable
 16% of respondents say that the Asian paint price is high.
 4% of respondents say that the Asian paint price is low.


38
 CHART-13

100

90
80
80

70

60

50

40

30

20 16

10
4
0
Reasonable High Low

RESPONDENTS OPINION ABOUT THE PRICE LEVEL OF

ASIAN PAINTS

Percentage

Particulars

39
 TABLE - 14

RESPONDENTS OPINION ABOUT RECOMMENDING THE

ASIAN PAINTS

No. of
S. No Particulars Percentage
Respondents

1 Yes 40 80

2 No 10 20

Total 50 100

Source: Primary Data

Among the 50 Respondents

 80% of respondents are recommended in this product.
 20% of respondents are not recommended in this product.

40
 CHART - 14

RESPONDENTS OPINION ABOUT RECOMMENDING THE

ASIAN PAINTS

100

90
80
80
Percentage

70

60

50

40

30
20
20

10

0
Yes No

Particulars

41
 TABLE-15

RESPONDENTS OPINION ABOUT THE CONSUMPTION OF

ASIAN PAINTS
No. of
S.No Particulars Percentage
Respondents
1 For yearly 10 20

2 Every 3 year 15 30

3 Every 5 year 25 50

Total 50 100

Source: Primary Data

Among 50 Respondents
 20% of respondents are consuming for yearly.
 30% of respondents are consuming for every 3 years.
 50% of respondents are consuming for every 5 years.

42
 CHART-15

RESPONDENTS OPINION ABOUT THE CONSUMPTION OF

ASIAN PAINTS
100

90

80

70
Percentage

60
50
50

40
30
30
20
20

10

0
For yearly Every 3 year Every 5 year

Particulars

43
 TABLE-16

RESPONDENTS OPINION ABOUT THE DECOMPOSITION OF

ASIAN PAINTS
No. of
S.No Particulars Percentage
Respondents
1 Destroyed 20 40

2 Resell 15 30

3 Daily use 15 26

Total 50 100

Source: Primary Data

Among 50 Respondents
 40% of respondents are destroyed the Asian paint packages.
 30% of respondents are reselling the Asian paint packages.
 30% of respondents are using the Asian paint packages.

44
 CHART-16

RESPONDENTS OPINION ABOUT THE DECOMPOSITION OF

100 ASIAN
90
PAINTS
80

70

60

50
40
40
30
30 26

20

10

0
Destroyed Resell Daily use

Particulars

45
 TABLE-17

RESPONDENTS OPINION ABOUT PROMOTION SCHEME PULLS

TOWARDS PAINTS

No. of
S.No. Particulars Percentage
Respondents
1 Discount 30 60

2 Higher margins 10 20

3 Gifts 5 10

4 Others 5 10

Total 50 100

Source: Primary Data

Among 50 Respondents
 60% of respondents pull towards paints for its discounts.
 20% of respondents pull towards paints for its higher margins.
 10% of respondents pull towards paints for its gifts.
 10% of respondents pull towards paints for its other reasons.

46
 CHART-17

RESPONDENTS OPINION ABOUT PROMOTION SCHEME PULLS

TOWARDS PAINTS
100

90

80

70
60
Percentage

60

50

40

30
20
20
10 10
10

0
Discount Higher margins Gifts Others

Particulars

47
 TABLE-18

RESPONDENTS OPINION ABOUT EXPECTING THE

IMPROVEMENTS OF ASIAN PAINTS
No. of
S.No. Particulars Percentage
Respondents

1. Yes 45 90

2. No 5 10

Total 50 100

Source: Primary Data

Among the 50 Respondents

 20% of the respondents expect the improvements in Asian paints.
 80% of the respondents not expect the improvements in Asian paints

48
 CHART-18

RESPONDENTS OPINION ABOUT EXPECTING THE

IMPROVEMENTS OF ASIAN PAINTS

100
90
90

80

70

60
Percentage

50

40

30

20
10
10

0
Yes No

Particulars

49
 TABLE-19

RESPONDENT OPINION ABOUT THE KIND OF CHANGES IN

ASIAN PAINTS
No. of
S.No. Particulars Percentage
Respondents
1 Quality 10 20

2 Rate 30 60

3 Smell 10 20

Total 50 100

Source: Primary Data

Among 50 Respondents
 20% of the respondents expect the changes of quality.
 60% of the respondents expect the changes of rate.
 20% of the respondents expect the changes of smell.

50
 CHART - 19

100

90

80

70
60
60

50

40

30
Percentage

20 20
20

10

0
Quality Rate Smell

RESPONDENT OPINION ABOUT THE KIND OF CHANGES IN

ASIAN PAINTS

Particulars

51
 TABLE-20

RESPONDENT SATISFACTION LEVEL OF THE

ASIAN PAINTS

S.No. Particulars No. of Respondents Percentage

1. Satisfied 48 96

2. Not Satisfied 2 4

Total 50 100

Source: Primary Data

Among 50 Respondents
 96% of the respondents are fully satisfaction in this Asian paints.
 4% of the respondents are not satisfaction in this Asian paints.

52
 CHART – 20

RESPONDENT SATISFACTION LEVEL OF THE

ASIAN PAINTS

100 96

90

80

70

60

Percentage
50

40

30

20

10
4
0
Satisfied Not Satisfied

Particulars

53
 FINDINGS

 50% of respondents prefer in Asian paints.

 60% of respondents are getting aware of paints.
 40% of respondents say that father is decider of home painting.
 60% of respondents are getting knowledge from advertisement.
 30% of respondents purchase from shop.
 30% of respondents purchase from supplier.
 60% of respondents are getting influence from advertisement.
 96% of respondents are purchase branded paints.
 60% of respondents are consuming of marriage time.
 50% of respondents purchasing before consider the Asian paints.
 50% of respondents say that most effective brand was Asian paints.
 40% of respondent’s expectation of Asian paints for attractive color.
 96% of respondents are re-purchasing the Asian paints.
 80% of respondents say that the Asian Paint price is reasonable
 80% of respondents are recommended in this product.
 50% of respondents are consuming for every 5 years.
 40% of respondents are destroyed the Asian paint packages.
 60% of respondents pull towards paints for its discounts.
 80% of the respondents not expect the improvements in Asian paints
 60% of the respondents expect the changes of rate.
 96% of the respondents are fully satisfaction in this Asian paints.

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 SUGGESTIONS

 Sales promotion committee should be formed to formulate and

implement new market strategies to compete with competitors and to
extend the market share.
 Company sales representatives must maintain relations with
construction companies as well as with painting contractors with the
help of the dealers.
 Company should conduct meetings, at least to make the customers to
know about the latest development in the paint industry and their
products.
 Companies should even concentrate on Exterior Paints as its market
share is very low.
 Advertisement should be increased to update the image of Asian Paints
in the changing environment.
 Company must look after, there is a close relationship between sales
representatives and dealers with the customers.
 Company should maintain the customer records.

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 LIMITATIONS

 This study was restricted only to Cumbum Town.

 Some respondents feel irritated to answer the questions.

 Faced more difficulties in gathering data.

 The survey was conducted only among the limited size of samples

 Wrong information was given by some respondents.

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 CONCLUSION

Paint industry has shown a rapid growth in the last year 2003-2004,
and since then there has been a decreasing growth in the industry.
Asian Paints – one of the largest paint companies in India, which has
shown a tremendous growth since its establishment, liberalization.
This is an achievement, achieved by careful planning a following firm
procedures set by the company management.
Asian is qualitative company with strict rules and regulations. All the
planning takes place at the central office Mumbai. Each Asian paint
production center has a distinguished packing so that by looking at the drum
or cartons the plant identification become easy to the godown incharge.
The company has a excellent distribution network which is the prime
reason for its success followed by marketing plans. The company has a full
fledge research of development function, whose aim is develop and present
new products every year.
The price and selection of target is also done to protection. Considering
the promotional part Asian Paints employed Ogilvy and Mather to attract the
customers.
And Asian Paints was the first to enter with manual color dispensing
concept which took off with the advent of computers, Asian is not lacking
behind in this they have developed “Colour World” for the consumers with
1150 shades to be selected from.
The study of my topic is “Customer Awareness” with reference to
Asian Paints India Limited. And Advertising, sales promotion, personal
selling, public relations, and publicity are the customers awareness programs
to be conducted by the company .

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 BIBLIOGRAPHY

Marketing Research : S. Mustafa

Research Methodology : Philip Kotler

Research Methodology : Boyd, Westfall and Starch

Websites:

http://www.asianpaints.com
http://www.google.co.in/
http://www.blonnet.com/
http://www.thehindubusinessline.com
http://www.indiainfoline.com/
http://www.researchgate.com/

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 QUESTIONNAIRE

1. Name the paints you buy?

a. Asian paints [ ] b. Nerolac paints [ ] c. Berger paints [ ] d.
other [ ]
2. Do you aware of all type of paints?
a. yes [ ] b. can’t say [ ] c. no [ ]
3. Who is the decider at your home?
a. father [ ] b. mother [ ] c. wife [ ] d. other [ ]
4. From where you come to know about Paint?
a. for advertisement [ ] b. for magazine [ ] c. other sources [ ]
5. Place from you buy this paints?
a. Market [ ] b. Supermarket [ ] c. shop [ ] d. supplier [ ]
6. Who influence you to buy particular paints?
a. Friend [ ] b. family [ ] c. Advertisement [ ] d.
others [ ]
7. Which brand you purchase?
a. Branded [ ] b. Non branded [ ]
8. How frequently you use paint?
a. Party [ ] b. Marriage [ ] c. Festival [ ] d. Other
occasion [ ]
9. Which brand you consider before purchasing the paints?
a. Asian Paint [ ] b. Nerolac [ ] c. Berger[ ] d. can’t say [ ]
10. Which brand is most effective?
a. Asian Paints [ ] b. Nerolac [ ] c. Berger[ ] d. other[ ]
11. What expectation you want in the Asian paints?
a. For shining [ ] b. Attractive color [ ]
c. for longer duration[ ] d. for safety[ ]

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12. Have you re-purchase the brand of Asian paints?
a. yes[ ] b. no[ ]
13. What do you think about the prize of Asian paints?
a. Low [ ] b. Medium [ ] c. High [ ]
15. Do You Recommend the Asian paints to others?
a. Yes [ ] b. No [ ]
15. For what time you purchase the Asian paints?
a. for yearly [ ] b. every 3 year[ ] c. every 5 year[ ]
16. What is the De-composition of paint packaging?
a. Destroyed [ ] b. re-sell [ ] c. Daily use [ ] d. As a show peace [
]
17. What type of brand promotion scheme pulls you towards paints?
a. Discount [ ] b. Higher margins [ ] c. Gifts [ ] d. others [ ]
18. Do you need any improvements in the Asian paints?
a. Yes[ ] b. No [ ]
19. If yes what any kind of change in Asian paints?
a. Quality [ ] b. Rate [ ] c. Smell [ ]
20. Are you satisfied by using this paints?
a. Yes [ ] b. No [ ]

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