ABSTRACT

Painting enhances the aesthetic beauty, ambience and provides protection to the
interior and exterior wall of a house. Over the last 10 years, painting was never
a priority during house construction but due to urbanization, industrialization
and consumer behavior people became aware about the importance of selecting
right quality paints.In the paint industry, there are four key players- Asian
Paints, Berger Paints, Dulux and Nerolac.Product differentiation is quite
important to sustain in the market. The firms have employed many innovative
techniques like color mixing equipments at the dealer shops, consultancy
service on colors, free information through brochures on mobile applications,
websites etc. They came up with new color combinations, new products like
easy clean, eco-friendly and lead free green paints etc.The study looks forward
to understanding the parameters considered by customers in selecting a painting
service and to identity the influence of various factors in buying decisions. The
study also covers the consumer awareness of advertising messages of paint
services.

1
 CHAPTER 1
INTRODUCTION

Paint is a colored substance which is spread over a surface and dries to

leave a thin decorative or protective coating. It is a general term used for liquid
that is used to add color, protect, preserve, decor and add functionality to an
object by covering it with a pigmented coating.The Indian Paint Industry is one
of the oldest and the well developed sector of India. It is estimated around Rs
50,000-53,000 crore approximately, out of which the organized paint sector
accounts for close of 65% of the total market share.India is booming in field of
infrastructure and industrial development. Rapid Industrialization and
urbanization increased the demand of paints which catapulted the industry to
growth trajectory. The government also provided liberal policies and other
foreign collaborations to relatively grow the demand of the paints. The
development of new technologies increased the durability of the decorative,
protective and functionality of paints. Paint Industry is really playing a crucial
role in the country’s development.

The GST rates have been reduced to 18% from 28% which is a straight
cut of 10% as reported in the 28th GST council meeting. The rate reduction has
led to a higher projection in sales. The growth is about 10 to 15 percent in the
fiscal year of 2018-19. Clearly, a 10% reduction in tax rate comes as a major
relief for paint manufacturers. Paint used to appear as a luxury product, but now
it is considered as one of the essential one. Every human being loves to build his
or her own house whether small or big and requires paint it to increase its
beauty. They paint their houses for enhancement of beauty and
ambience.Depending on the type and properties paint performs these two main
functions:-
  Protection against oxidation, corrosion and degradation of material.

 Decoration and embellishment of material and surface.

Protection is one of the major functions of the paint. Once applied and dried, the
paint forms a insulating layer between the external environment and the
material is protected and prevented from external agents such as humidity, air,
UV rays, chemical pollutants (vehicle/factory emissions) etc.Decoration is
another major function of paint- to decorate and beautify. The pigment and
additives helps to get a wide range of colours and decorative effects like
chameleon effect, mercury effect etc.

The paint can be designed to have a specific function such as anti-dust

paints and clean room coating to facilitate cleaning of the surface, antibacterial
paints to prevent the growth of bacteria, acoustic insulation paint to absorb
noise etc.

In short, the main functions of paint are:

 To protect the surface from weathering effects of the atmosphere

(moisture, chemicals, temperature etc.)
 To provide pleasing colorful and aesthetic appearance.
 To enhance safety, identification in infrastructure (fire and water
pipes).
 Provide protection to infrastructure- increasing durability of
structures.
1.1 CONSUMER BEHAVIOUR
Consumer behavior is the study of how people make decisions about
what they buy, want, need, or act in regards to a product, service or
organisation. It is critical to understand consumer behavior to know how
potential customers will respond to a new product or service. It supports product
positioning, development of effective marketing strategy and enhancement of
long-term customer relationship.

The study of consumer behavior is concerned with all aspects of purchasing

behavior from pre-purchase activities to post-purchase consumption, evaluation
and disposal activities. It is also concerned with all purchasing decisions and
consumption activities including brand-influencers and opinion leaders.
Research has shown that consumer behavior is difficult to predict, even for
experts in the field.

1.2 KEY PLAYERS IN PAINT INDUSTRY

The paint industry has four major players:

a.ASIAN PAINTS:
 The Indian multinational paint company headquartered in Mumbai,
Maharashtra. The company is engaged in the business of manufacturing, selling
and distribution of paint, coating, products related to home décor, bath fittings
and providing of related services.
 Asian Paints is India’s largest and Asia’s third largest paint corporation.
Found: 1942
 Founder: Champaklal & Chimanlal Choksi CEO: Mr. K.B.S Anand
 Panting Service Name: Home Painting Solution
b.BERGER PAINTS:
 It is a multinational company based in India. Berger Paints is 6 th largest
company in Asia and ranks 14 th in the world. The company headquartered at
Kolkata and has 13 manufacturing units in India - Goa, Jammu, Pondicherry,
Secunderabad etc. Howrah is their main manufacturing units. They have an
employee strength of over 4500+ and countrywide distribution network of
25000+ dealers
 Founded: 1923
 CEO: Mr. Abhijit Roy
 Painting Service: Home Décor -Berger Express Painting

c. AzkoNobel (DULUX):
 Dulux is an internationally available brand of architectural paint. The
brand name has been used by both Imperial Chemical Industries (ICI) and
DuPoint since 1931 and was one of the first alkyed based paints. It is produced
by AkzoNobel- a Dutch multinational company which crates paints and
performance coating for both industry and consumer worldwide. Headquartered
in Amsterdam, the company has activities in more than 80 countries and
employs approximately 46,000 people.
 Founded: 1994
 CEO: Mr. Patrick Haulihan & Mr. Rajiv Rajgopal (India) Painting
Service: Bring your Dream Colour to life

d. NEORLAC
 Kansai Nerolac Paint Limited (formerly known as Goodlas Nerolac Paint
Ltd.) is a subsidiary of Kansai Paints of Japan. It is engaged in the industrial
automotive and powder coating business. It develops and supplies paint
systems used on the finishing line of electrical components cycle, material
handling equipments, bus bodies etc.
 Found: 1920
 CEO: Mr. HM Bhoruka
 Painting Service: Brighten Up your Home

Table 1.1 Functions of paint

Functions of paints Descriptions

Paint can be used as a coating to decorate a surface or
Decorative substrate. It has

a wide variety of colour, texture, finishes and gross level.

Paint can be designed to protect the surface or substrate
Prorective against

ultraviolet rays, humidity, chemicals, corrosion, algae,

abrasion etc.
Paint can also be formulated for specific uses such as
luminous paint that glow in the dark for emergency
signage, anticondensation paint to provide an insulating
layer to minimize condensation, fire retardant paint to
Special Purpose enhance the fire resistance of combustible surfaces such as
softboard or hardboard. For application of special paints,
refer to
manufacturer’s recommendations.

In short, the main functions of paint are as follows:

 To protect the surface from weathering effects of the atmosphere and

actions by other liquids, fumes, moisture, temperature, bacteria, fungi, gases etc.
 To provide pleasing, colourful and decorative appearance to the
surfaces.
 To prevent decay of wooden members.
 To prevent corrosion of metallic surfaces.
 To provide a smooth surface for easy cleaning.
 Aesthetic appearance provided by the paint colour and sheen
(eggshell, satin or gloss).Providing a desired ability of reflection-absorption of
heat and light
 Changing the surface properties: ant-friction, hardness, electrical
conductivity.
 Identification of products according to the colour of the paint.

1.3 SIGNIFICANCE OF THE STUDY

Over the past years, the Indian paints and coatings industry has substantially
grown and caught the attention of many international players. The country is
expected to witness a higher economic growth in the future leading to a larger
market size for paint and coating industry. Other emerging countries in Asia-
Pacific region are also witnessing this growth as these places are backed by
higher disposable income, exponentially growing population, improving
Infrastructure and huge investments in infrastructure. Indian paints and coatings
market is mainly driven by demand of two types of paints, decorative paints that
constitute 75per cent of the market and industrial paint which constitute the
remaining 25per cent. The major players in Indian paints & coatings market are
Asian Paint, Kansai Nerolac, BergerPaints,AkzoNobel and Shalimar Paints. The
Indian paints & coatings market is highly organized with about 70per cent of
market domination by organized player.The market tends to have a
monopolistic competition, led by Asian paints.With improvements in standard
of living and growth in awareness about paints and coating, the Indian
consumers have become more conscious about how the house interior and
exterior looks. They have shifted the focus from regular paints and distempers
to enamel and premium paints. This change has driven demand for premium
paints in the market. The Indian market recorded a tremendous growth of 45per
cent in last five years. The rural sector is still an untapped market of India.
Companies show focus on coming up with paints and coatings which are
consumer specific to the villagers and small towns of India. The global Paint
and Coating industry has witnessed a healthy growth in past few years. Its
market size is about US$99Billion. The market is expected to witness a
tremendous growth in the emerging nations of the world.

1.4 STATEMENT OF PROBLEM

India’s paint industry has a bright future not only because the per capita
consumption is high but also because of increase in residential construction
activity, and rising income levels in rural as well as urban areas. The demand
for premium category paints i.e. emulsions is increasing with rise in
construction of housing apartments, commercial infrastructure, like shopping
malls, whose main focus is aesthetics. Indian paint markets are now “buyer
market”. Therefore the marketers have to design suitable strategies to stay
successful in the market. Their success depends on the ability to cater to the
market demand as per consumer preferences, wants and buying capacity. On the
other hand the foremost factors which consumers consider while purchasing
paint are durability, price, health and environment, in
that order. The quality of paints is a prime pre-purchase factor. Based on the
concept discussed, this study aims to analyse the household and commercial
consumers’ preferences, attitude and satisfaction towards selected branded
paints in India. The study is focused on the geographical region of Coimbatore
city, one of the most commercial and developing metropolitan in Tamilnadu,
next to Chennai.

1.5 SCOPE OF THE STUDY

In India earlier, it was mostly people above 45 who chose types and shades of
paints, but that is changing now with more young people owning apartments and
taking such decisions. Demand for premium branded paint products has been
increasing as buyers become more aesthetically aware, and realise that the paint
on their walls is as vital a feature of their homes as the television set or the
couch. Growing demand for paints by both commercial and household
consumers has motivated researcher to pursue this study. The researcher
believes that the current study will be useful to paint manufactures,marketers
and retailers in understanding commercial consumers’ preferences,attitude and
satisfaction towards selected branded paints marketed in Coimbatore city.

1.6 OBJECTIVES:
Research is a detailed and careful study of something to find out more
information about it. It is a systematic investigation into and study of materials
and sources in order to establish facts and reach new conclusions.
The objectives of the study are:
 To identify the primary parameters considered by customers
in selecting a painting service and to measure those parameters in satisfaction
measurement.
 To identify the influence of various people in buying
decisions (Family, contractor etc).
 Customer Awareness of advertising messages of paint
services.
 To Determine the Market leader in the Paint Industry and then to
identify its key Success factors.
 To Evaluate the performances of the Paint companies on the basis of
Quality Management and Competitiveness.

1.7 RESEARCH DESIGN:

Primary Data

Research Design

Secondary Data

a) Primary Data:

Primary Data is collected from the consumers and Dealers of Paints.

Questionnaire
b) Secondary Data:

Secondary Data is collected from various sources which includes Books,

Magazines, Journals, Websites and other related projects.

c) Area of Study:

COIMBATORE

d) Sample Size:

150 Samples

e) Method:

Survey analysis

Descriptive research aims to accurately and systematically describe a

population, situation or phenomenon. It can answer what, when, where
and how questions, but not why questions. A descriptive research design can
use a wide variety of quantitative and qualitative methods to investigate one or
more variables.

f) TOOLS AND TECHNIQUES:

1.SIMPLE PERCENTAGE ANALYSIS:

It refers to a special kind of rates, percentage are used in making comparison

between two or more series of data. A percentage is used to determine
relationship between the series.
2.ANOVA TEST:

An Anova test is a way to find out if survey or experiment results are

significant. In other words, they help you to figure out if you need to reject the
null hypothesis or accept the alternate hypothesis. Basically, you’re testing
groups to see if there’s a difference between them.
Examples of when you might want to test different groups:
 A group of psychiatric patients are trying three different therapies:
counseling, medication and biofeedback. You want to see if one therapy
is better than the others.
 A manufacturer has two different processes to make light bulbs. They
want to know if one process is better than the other.
 Students from different colleges take the same exam. You want to see if
one college outperforms the other.

1.8 LIMITATION OF THE STUDY

 The study is confined to paints consumers’ of Coimbatore city only.

 The results of the study may not be applicable to other places of the
country. The views of the respondents may be biased in nature due to
differences in
 individual opinion, though the researcher took adequate care to make
the
 respondents express their view frankly and freely.
  A casual conversation was developed to make the respondents
answer freely without prejudice.
 The data used for this study were collected in the year 2019.
 Hence the conclusions are based on the conditions and situations
prevailed during that year.

1.9 RESEARCH QUESTIONS

The following questions were explored through this research project:

 What responsible factors do you consider while buying paints?

 Which participants/agents are helpful in offering suggestions in your
paint purchase decision?
 Are you aware about the great celebrityendorsements in paint
advertisements?

1.10 THESIS ORGANIZATION

The current thesis is organized into five chapters:
Chapter I titled “Introduction And Design of the Study” deals with brief
description of
the study, statement of problem, significance and conceptual framework, scope,
objectives, methodology, limitations and chapter classifications.
Chapter II deals with “Review of Literature”. The chapter contains reviews both
national and international reviews on consumer buying behaviours, preferences,
attitude and satisfactions.
Chapter III this chapter clearly defines the research methodology suggested
Chapter IV “Summary of Findings, Suggestions and Conclusion”. This chapter
gives brief summary of the findings, research implications and suggestions of
the study.
Finally the thesis ends up with annexture
 CHAPTER 2
LITERATURE REVIEW

There are number of studies on customer satisfaction done by authors at

different period of time. According to Fornell (1992) reason for the growing
emphasis on customer satisfaction by the business organization is to attend
strong competitive position in the market which in turn promises higher market
share and profit for it. Customer satisfaction helps in repeated sales of product,
positive word-of-mouth and customer loyalty, important aspects for
development of an organisation. As each and every organisation targets to
develop effective marketing strategies, they adopt the practices which lead to
maximum customer satisfaction.

Johnson and Fornell (1991) provided a framework that integrates an economic

and psychological perspective in measuring customer satisfaction. The
framework offered several propositions which help in cross-comparison of
consumer, firm and industry and was used in framing the national consumer
satisfaction index in Sweden.

Homburga and Rudolph (2001) studied customer satisfaction in industrial

market. They developed a scale which contains seven different dimensions to
measure customer experience. The tool developed was named as “INDSAT” for
measuring satisfaction of industrial customer. A study was carried out in 12
European countries measuring the response of 2500 industrial consumers.
Importance to different dimensions of diverse industries was discussed in the
findings. It also emphasised on different attributes of product and services to
gain maximum customer satisfaction in the same industry.

Athanassopoulos, Gounaris, and Stathakopoulos (2001) investigated the

behavioural consequences of customer satisfaction. Their study examined the
impact of customer satisfaction on the decisions - to stay with the existing
service provider, engagement in word-of-mouth communications, and intentions
to switch service providers. The study concluded showing the positive impact of
customer satisfaction on intention to stay with service provider, engagement in
positive word of mouth and the intention to stay with the organization.

A case study of Sansuan Company was under taken by Sadeghi and Farokhian
(2011) to identify and understand the concept of customer satisfaction through
inclusion of customers' requirements and needs in the design of products
manufactured. The study investigated the relationship of product performance
on customer satisfaction and loyalty. Product performance is measured by
satisfaction of basic needs, performance needs and excitement needs of
customer and the value provided whether expected or unexpected. This paper
concluded with the finding of significant and direct relationship between the
design of a product and the expected value, the unexpected value and customer
satisfaction and, the expected value and customer loyalty.

Rowley (1997) in his research work had commented that consumer buying
process offers two useful perspectives: the decision-making process associated
with consumer buying and the factors which affect the buying process. The
author further stated that the consumers buying process can be divided into
personal, psychological and social and cultural factors. The ‘social factors’,
such as consumer’s small groups, family, reference group, social roles and
status can affect consumer responses and influence their buying
behavior.‘Personal factors’ such as age, lifecycle stage, occupation, education
and economic situation, and ‘Psychological factors’ such as, motivation,
perception,learning, beliefs and attitudes and personality, also play major roles
in consumer decision-making process.

Hawkins et. al., (1998) says that for many products, consumers frequently have
numerous choices as to where they are going to actually obtain the product. In
the old days, most consumers had access only to "general" stores for most
products. Gradually, in urban environments, specialty and discount stores
evolved. Today, a consumer may generally choose to buy most products either
at a relatively high price, frequently with a significant amount of service, in a
specialty store, or with lower service in a discount store.

Peter & Olson (1999) says that consumer behavioral intentions reflection of
their plan of action or the proposition associating one’s self with a future action
or behavior.

Anurag (2007) in his e-article “Consumer Behavior and Buying Decision

Making” has pointed out that marketing in India is growing through an
indefinable phase and so also the changing role of consumer in making decision
and the way in which the new generation of Indian consumer behaves. The
characteristics of Indian families are changing under the influence of external
factors such as liberalization and media explosion. Indian families are presently
in a state of flux, shifting from being strictly hierarchical to more egalitarian in
character. And the process of migration definitely has a big role to play in such
transition.

Sundaram Rajagopalan (2013) in his report pin point that in coming years’
urban middle class will always dwarf. Urban affluent consumers in spending
power because of their sheer size. Product will proliferate, consumer will
complain of excess choice although would love the excess choices. Consumers
will enjoy income levels unmatched by that of previous generations. (esp in
Metros and large towns) Widening income levels, migration (rural to urban)
will create new opportunities. Most consumers will continue to embrace
traditional and modern values and will be eager for modern products with
Indian tastes.

According to Homer and Kahle, (1988) personal values have been found to be
the underlying determinants of various aspects of consumer attitude and
behaviour.

Weiner (2000) observe that “Consumer attributions play their role in post-initial
outcome decision making; that is, attributions intervene and exert their influence
after a product-related outcome and prior to the next choice. Attributions arise
when one evaluates the extent to which the initial product performance
corresponds to one’s level of aspiration vis-a`-vises that product, and one then
questions the cause of the outcome. It has been definitively documented that
attribution search is more likely following failure(dissatisfaction, in this case)
rather than after success (or satisfaction). After all, we typically do not ask why
we did well on an exam, or why a submitted paper was accepted, but rather why
we failed and why our manuscript was rejected. And we do not ask why a
product ‘worked,’ but why it did not function”.

Dick and Basu (1994) say that loyalty can be examined from the relationship
between customer’s attitude toward a product, brand, service, supermarket or
store, seller and the customer’s patronage behaviour.
Mowen(2000) had identifying the vital attributes that influence consumer
decision making and shopping behavior, marketers can refer to important
attributes that are relevant to each of the market segments. Attribution theory
can also be applied in explaining consumer shopping behavior as future
patronage intentions is often influenced by both store and consumer variables.

As per the opinion of Hawkins et al (2001) consumers’ attitude toward lifestyle

merchandising is quoted as” A consumer’s opinions and personal relevance that
is felt toward products that are promoted by coordinating production, marketing,
in-store advertising, display, and sales strategies to reflect the manifestation of
one’s self-concept or self-identity.

To the similar concept Etzel, Walker and Stanton (2001) says that “A
consumer’s opinions and personal relevance that is felt toward presented
references to one’s selfconcept or self-identity via a non-personal, sponsor-
identified, paid message.

Kim et al (2002) says that as more resources become available, consumers may
desire more emotional image attributes in products or brand.

Ling, Choo, and Pysarchik (2004) note that Indian customers’ attitude towards
new products are changing significantly and this can increase their intention to
shop in new retail outlets such as supermarkets. Thus, product attributes such as
quality, price and availability of new products are important constructs within
the Indian context.

Miranda, Konya and Havrila (2005) research suggests that quality, price,
availability of new products and product value are the product attributes that
influence consumer attitude.

Sheth, Newman and Gross (1991) opine that in general, the Indian consumers
were indifferent in choosing the brand, since a lot of close substitutes were
available in the market. Due to technological and knowledge up-gradation,
today’s customers prefer to opt for branded product. This is because of an urge
for getting proper value against payments made.

Aaker (1996) has mentioned that brand of a particular product plays a

fundamental function in consumer’s perception of a product. It helps in
developing a market position, prestige and image of the product and for these
reasons the brand constitutes a mechanism of risk reduction. Hence, selection of
brand is another major constituent of consumer behavior.

Dunne and Narasimhan (1999) say that consumers’ perception of the

relationship between price and quality is the main factor which influences the
brand choice decision between private labels and national brands.

According to Mishra (2007) the Indian market has seen vast changes in
political, economic and social environment which has a great impact on
consumption.

Singh (2007) is of the view that production oriented market has been shifting
towards consumer oriented market. Traditional consumption pattern has also
been facing large-scale changes.

Priya Soni (2010) study aimed to evaluate the customer’s perception towards
the purchase of branded products. She says that there is prevailing high
competition among various brands in India. In every product
category,customers have more choices and higher expectations. The success of
the strategy depends heavily on the marketer’s understanding of the preference
building and bonding process. Since brands seeks reflecting consumer
preferences and wants.

Johnson et al., (2000) says that businesses need to attract and establish a
customer market and would need to retain it through satisfaction. That is the key
to its business performance.

As per Cacippo (2000) basically, customer satisfaction is a psychological state,

carefulness should then be taken when measuring it. Competitors that are
prospering in the new global economy recognize that measuring customer
satisfaction is a key. This is because of doing so, industries can hold on to the
customers they have and understand how to better attract new customers.

As per Kotler (2003) satisfactions is a person’s feelings of pleasure or

disappointment resulting from comparing a product’s perceived performance (or
outcome) in relation to his or her expectations. The satisfaction judgment is
related to all the experiences made with a certain business concerning its given
products, the sales process, and the after- sale service. Whether the customer is
satisfied after purchase also depends on the offer’s performance in relation to
the customer’s expectation. Customers form their expectation from past buying
experience, friends’ and associates’ advice, and marketers’ and
competitors’information and promises.

Gustafsson (2005) define customer satisfaction as “a customer’s overall

evaluation of the performance of an offering to date. This overall satisfaction
has a strong positive effect on customer loyalty intentions across a wide range
of product and service categories.

As per J.D. Power and Associates report (2012) it has been found an additional
contributor to increased satisfaction is customers' experience with paint
retailers. More than one-half of customers who purchased paint received
guidance on their painting project from the retailer and more than one-third
received color selection advice. Interestingly, satisfaction is higher among
customers who purchased their paint directly from a manufacturer's specialty
store (e.g., Sherwin-Williams, Dunn Edwards) than among those customers who
purchased from a home improvement retailer.

Shaikh Reeha Vasi (2012) research aims to analyse customers level of

satisfaction after using Asian Paints, are they willing to be a loyal customers or
do they prefer other brands. The survey reflects the areas where the company
needs to improve and the areas where it from where it has gained its popularity.

According to Mishra (2002) Indian customers look for the fresh solutions to
their problems and in addition with better value for their money.This persuades
the paint industries to introduce products of some value with the lower cost.
Some new types of paints launched by the companies to attract more customers
are; washable odorless interior paints, water based enamels, and antibacterial
paints. Apart from these, companies have even launched paints with long life
guarantee.
Raghavan (2006) has confirmed that the Indian paint industry has lately
completed its 100 years of manufacturing. The history of modern paint
manufacture of India starts from 1902, “when the first paint factory, shalimar
Paints came into horizon”. The Indian paint industry is projected to be worth of
approximately USD 1.8 billion. The total production of the paint is in the area of
900,000 metric tons. Apparently the Indian paint industry is the only sector of
the Indian chemical industry that has been on the rise for the last three years. It
has been recorded that the growth of the industry has been in double-figures.
The per capita consumption of paint in the Indian market is noticed to be 0.8 kg
or 800 grams. This consumption rate is much smaller to that of South-East Asia
where the consumption is about4.3 kg which is the total of the world average of
22kg. However as recorded by the Indian paint industry, the growth rate has
been exceptionally promising. The demand and the consumption of the paint in
the last 8 years have shown an increasing trend and the “last 3 years have shown
growth rates in excess of 10per cent.

According to Swar (2007) several demographic indicators show favorable

trends for the growth of organized trade in India. These are: i) Rapid income
growth: consumers have a greater ability to spend, ii) Increasing Urbanization:
larger urban population that value convenience, coupled with the higher
propensity of the urban consumers to spend, iii) Growing young population:
growth of the post-liberalization maturing population, with the attitude and
willingness to spend and iv) Spend now vs. save earlier: consumers are willing
to borrow for present consumption.

Preeti Khicha (2008) in her report have mentioned that over the years, the
seasonal aspect of painting a home in India changed and homemakers gradually
came to associate painting with home décor and interiors. Choosing a paint
brand became a high-involvement category, particularly in the decorative
segment with the focus of the brand shifting from the builder to the homeowner.
As consumers became more involved in the decision making process, the
company realized that an online presence would perhaps serve as an important
tool to engage this new audience.

From the review of literature, it’s found that customer satisfaction forms an
important variable for the market development and growth in sales of
companies. It directly affects the loyalty, repeat purchase and positive word of
mouth for the firms manufacturing or supplying products and services. Firms
formulate policies and strategies at different levels to deliver maximum
satisfaction to their customers as large numbers of satisfied customers make the
business successful.
 CHAPTER 3
RESEARCH METHODOLOGY

The main portion of the study was survey based. A structured

questionnaire survey was developed and used for getting the responses of the
survey. The survey spanned a tenure of two weeks during January 2021 in the
city of coimbatore. The respondents were random people (consumers) in
various settings. The detailed composition of the respondents is given in the
latter part of methodology.

3.1 RESEARCH DESIGN

According to Claire Selltiz and others, research design is the arrangement of
conditions for collection and analysis of data in a manner that aims to combine
relevance to the research purpose with economy in procedure”. In fact, it is the
conceptual structure within which research is conducted; it constitutes the
blueprint for the collection, measurement and analysis of data.To get better and
accurate results, a questionnaire consisting of 16 questions was circulated to
random people and their responses were noted down for future analysis.

3.2 RESEARCH FRAME

The Sample Frame used for the study was the people of coimbatore. Urban,
educated, conscious decision making people were selected for the research.

3.3 RESEARCH SIZE

The sample size for the study in total was 150 people.
3.4 DATA ANALYSIS
Data Analysis is a process of inspecting, cleaning, transforming and modeling
data with the goal of discovering useful information, suggesting conclusions,
and supporting decision making. According to Shampoo and Resnik (2003)
various analytic procedures “provide” a way of drawing inductive inference
from data and distinguishing the signal (the phenomenon of interest) from the
noise (statistical fluctuations) present in the data”.

Fig. 3.1: Age Distribution of the Sample

Age (Years) Responses Percentage

Less than 30 81 59.2
30- 50 42 26.7
51-70 26 13.3
71 and above 1 0.8

Total 150 100

Table 3.1 Age Distribution of the Sample
Figure 3.1 shows that 59.2% of the sample population was less than 30 years of
age, 26.7% respondents were between age 30-50 years, 13.3% having the age
range as 51-70 years. Only 0.8% of the sample size was 71 and above years old.

Fig. 3.2: Annual Structure of the Respondents

Annual Income Responses Percentage

Upto 10 Lakhs 70 50
11 Lakhs- 30 Lakhs 50 33.3
31 Lakhs - 60 Lakhs 9 7.5
61 Lakha - 100 Lakhs 20 7.5
More than 100 Lakhs 1 1.7
Total 150 100

Table 3.2 Annual Structure of the Respondents

The Figure 3.2 represents the annual income of the respondents. 50% of the
sample has the annual income upto 10 Lakhs and 33% of the people lie in the
range of 11–30 Lakhs. 7.5 % the respondents have 31- 60 Lakhs and 61- 100
Lakhs. There are only 1.7% respondents who have the annual income more
than 100 Lakhs.

Fig. 3.3: Paint Brand Last Used by the Sample

 Paint Brand Responses Percentage

Asian Paint 62 43.3

Berger Paint 49 32.5

Dulux 22 10

Nerolac 17 14.2

Total 150 100

Table 3.3 Paint Brand Last Used by the Sample

The figure 3.3 represents paint brand which was last used by the consumers.
The figure clearly shows that majority of the respondents used Asian Paints
when they last painted their house followed by Berger Paints 32.5%, Nerolac
14.2% and Dulux 10%.
 Fig 3.4: Floor Area (sq. ft.) of Respondent

Floor Area Responses Percentage

Less than 700 sq. ft. 2 1.7
700 - 1000 sq. ft. 22 18.3
1001 - 1500 sq. ft. 50 33.3
1500- 3000 sq. ft. 48 31.7
More than 3000 sq. ft. 28 15
Total 150 100

Table 3.4 Floor Area (sq. ft.) of Respondent

Figure 3.4 shows the floor area of the respondent’s house. 1.7% and 18.3% of
the people live in a house having floor area less than 700 square feet and 700-
 1000 sq.ft. respectively. Majority of the respondents 33.3% live in the floor
area of 1001-1500 sq.ft. followed by the floor area1500-300 sq. ft. (31.7%.)

Fig. 3.5: Awareness of the Paint Service

Paint Service Responses Percentage

Asian Paint Home Solutions 102 85

Berger Express Painting 75 62.5

Urban Clap 48 40

123 Home Paints Pvt. Ltd 8 6.7

Table 3.5 Awareness of the Paint Service

(*Respondents were allowed to choose more than one option)

Respondents are very well aware of the Asian Paint Home Solution (85%).
Despite Berger’s Paints second position in terms of market share, it is giving a
tough competition to other brands. The sample size lack awareness about 123
Home Paints Pvt. Ltd.(6.7%).
 Fig. 3.6: Factors Considered while Buying Paints

Considered Factors for Buying Responses Percentage

Paints
Brand Name 90 75
Durability 98 81.7
Color Combination offered by the 75 62.5
paint
Price 73 60.8
Retailer 22 18.3

Table 3.6 Factors Considered while Buying Paints

(*Respondents were allowed to choose more than one option)

Durability of the paint is considered as the main factor while purchasing paints
(81.7%), followed by the brand name of the paint (75%). Respondents gave
more or less same weight age to color combination and price. 22% people think
influence of a retailer to pushing brand is not showing up from this consumer
response survey.
 Fig. 3.7: Preference of the Paint Brand

Preference of the Paint Responses Percentage

Brand
Asian Paints 52 43.3
Berger Paints 38 31.7
Dulux 13 10.8
Nerolac 17 14.2

Table 3.7 Preference of the Paint Brand

I analyse that majority of the sample size prefer Asian Paints (43.3%) over
Berger Paints. A small size of the respondents prefers Dulux and Nerolac.
Consumers prefer Asian paints because of their service quality, brand image,
color combination, shine, customer service, trust, market presence etc.

Fig. 3.8: Paint Purchase Influencers

Paint Purchase Influncer Responses Percentage

Painter 71 59.2
Construction Contractor 40 33.3
Paint Hardware Contractor 31 25.8
Family/ Relative 71 59.2
Architect 37 30.8
Advertisement 32 26.7

Table 3.8 Paint Purchase Influencers

(*Respondents were allowed to choose more than one option)

Painter and Family/Relatives (59.2%) play the most important role in
suggesting and influencing people during the buying of paint. Word of mouth
really plays a crucial role in influencing people for the paint purchase. To some
extent, even Architects and Construction Contractors also influence people to
buy paint. Minimal importance is given to the Paint Shop and Advertisement.
 Fig. 3.9: The companies which offer Painting Services

Offer Painting Servces Responses Percentage

Asian Paints 92 76.7
Berger Paints 77 64.2
Dulux 25 20.8
Nerolac 34 28.3

Table 3.9 The companies which offer Painting Services

(*Respondents were allowed to choose more than one option)

Respondents are highly aware of Asian Paints’ painting services (76.7%). Only
64.2% of the people know about Berger Paints’ painting services. People do not
have much idea about Dulux and Nerolac painting services.
Fig. 3.10: Use of Mechanized tools and Trained Painters in the Painting
Service

Use Mechanised tools

and trained Painters Responses Percenatage
Asian Paints 82 68.3
Nerolac 39 32.5
Berger Paints 65 54.2
Dulux 20 16.7

Table 3.10 Use of Mechanized tools and Trained Painters in the Painting
Service

(*Respondents were allowed to choose more than one option)

68.3% of the sample size say that Asian paints use mechanized tools and trained
painters in their services followed by Berger Paints which is 54.2%, Nerolac
(32.5%) and Dulux (16.7%).

Use of mechanized tools and trained painters is a reason for preferring a

particular painting service.
 Fig. 3.11: Imporatance of Facilities while selecting Paint

Quite Quite
ImportantImportantNeutral Unimportan unimportan
t t
Use of Mechanised 52 51 15 1 1
tools
Trained Painters 77 35 5 1 2
Color Schemes 51 48 16 2 3
Furniture Moving &
Covering 49 51 15 3 2
Post Painting Clean 57 44 14 0 5
up
Low Rates 20 47 41 7 5
Customer Service 57 47 13 0 3
Table 3.11 Imporatance of Facilities while selecting Paint

(*Respondents were allowed to choose more than one option)

Customer would prefer to select a product of a brand which uses a mechanized
tools, have trained professionals, provide a variety of variation in color, and
provide post paint clean up service.

Fig. 3.12: Celebrity Endorsement Advertisement

Celebrity Endorsement Responses Percentage

Advertisement
Nerolac - Ranveer Kapoor 59 49.2
 Berger - Katrina Kaif 61 50.8
Asian Paints- Ranbir Kapoor and
Deepika Padukone 94 78.3
Dulux Farhaan- Akhtar 34 28.3
Table 3.12 Celebrity Endorsement Advertisement

(*Respondents were allowed to choose more than one option)

78.3% of the respondents are aware of the Asian Paints Celebrity Endorsement
advertisement followed by Berger Paints which is 50.8%, Nerolac 49.2% and
Dulux having 28.3%.
Celebrities play an important role in advertisements. They help the company in
building brand image. Brand recalling and brand recognition play their role in
this field.
 Fig. 3.13: Awareness of Painting Services Advertisement

Awareness of Painting Services Responses Percentage

Advertisements
Aa Gaya Painting ka T20 - Berger Paints 60 50
Tick Tock! On the Clock- Asian Paints 47 39.2
Bring your Dream Colour to life- Dulux 45 37.5
Brighten Up your Home- Nerolac 70 58.3
Table 3.13 Awareness of Painting Services Advertisement

(*Respondents were allowed to choose more than one option)

 % of the sample size is aware of the Nerolac’s paint service advertisement
and 50% of Berger Paints’. Respondents do not know much about Asian Paints
and Dulux painting services.

Asian PaintsBerger PaintsNerolacDulux

91

75 76 72 78
67 69
65 65 63
61 57 59
49 46 44
41 39
34
29 29 29
18 20 19
14 14 12

Brand Name Durability Color range Better Price Technical Ease of clean Eco friend
support

Fig. 3.14: Qualities Fulfilled by Painting Services

Berger
Qualities Asian Paints Paints Nerolac Dulux
Brand Name 91 67 49 29
Durability 75 65 29 18
Color Range 76 72 41 14
Better Price 61 57 39 20
Technical Support 78 65 29 14
Ease of Cleaning 69 59 34 19
Eco Friendliness 63 46 44 12
Table 3.14 Qualities Fulfilled by Painting Services
(*Respondents were allowed to choose more than one option)

According to the survey, Asian Paints were preferred by the customer due to the
qualities they proposed like brand name, durability, color range and technical
support but all these qualities are provided with a high price
RECOMMENDATIONS

The paint in the market are used in the house to give the imagination, beauty
and creativity to design the life for living with peace and progress.

 QUALITY: is the key ingredient to success and to gain

competitiveness. Asian Paints as perceived by the respondents stands first
among all the paint companies with respect to the quality. Offering quality
products means value creation. The other companies have also been recognized
by the consumers but they take the second position. The other companies should
express their product quality with help of communication and increase
consumer awareness.
 BRAND IMAGE: Asian Paints enjoys the brand image
compared to the other paint companies. This is because it has the highest brand
recall. The other companies have done remarkable work and have also gained
the brand image and are therefore competitive.
 ADVERTISEMENT: Asian Paints and Berger Paints
product/services advertisement are very much effective and are have good recall
by the consumers. It’s evident that catchy scenes, slogans, taglines have
attracted customers attention.
 OTHERS:

i. Asian Paints might be successful because it uses proper

efficient mechanized tools and trained painters.
ii. The painting service advertisement of Berger Paints is
famous among the sample size. This indicates that it helps the company in
increase its brand awareness and recall.
iii. Respondents are not much aware of Asian Paints painting
service advertisements, but still they have confidence on Asian Paints. This
might be due to its quality and brand positioning.
LIMITATIONS

 The study consists of people who have recently painted their

house (say1-2 years ago). This study may not have covered the entire cross
section of different customers.
 The study was done using digital media for paucity of time and
the respondents age group was highest within “Less than 30 years”. This is a
limiting factor since 50-70 years were less who could have given expert and
valuable review on the paints brands
 This project also includes some secondary data and sources of
information which have certain limitations as it does not study the consumer
behaviour that represents Indian consumers.
CONCLUSION

Paints have always attracted human life and from time immemorial it has
always found a place- be it the cave painting to the latest wall arts or murals for
decorations.Paints, colour and gloss have a serious impact in every household as
it has called for attention from child to adults when decision is taken to choose
the colour or the shade to suit one’s ambience and comfort of their living space.
From this research I conclude that

 Asian Paints and Bergers Paints are preferred over other brands.
This is mainly due to quality, use of mechanized tool and professional painters.
 The respondents are not much aware of the Dulux and Nerolac
painting services.
 Brand Name, durability and quality of the product and service are
considered as the main factors while buying paints.
 Painters and Family members are most helpful in giving
suggestions for the paint purchase. In the other way we can say that they have
good command in influencing people.
 Consumers consider trained professional painters and post
painting clean-up as the most important quality fulfilled by the painting
services. They also feel that the use of mechanized tools is also crucial for of
quality of service.
 Consumers are more aware of Berger’s and Asian Paints’
advertisements due to famous celebrities like Ranbir Kapoor and Deepika
Padukone in Asian Paints and Katrina Kaif in Berger Paints. Dulux’s
advertisements are not well known to them.
 Asian Paints and Berger Paints are superior in delivering quality
painting services. They mainly fulfill all the major criteria of the painting
services like brand name, durability, technical support, ease of cleaning etc.
Dulux and Nerolac do not have a proper command in painting ser
WEB REFERENCES

 https://www.bergerpaints.com/
 https://www.asianpaints.com/
 https://www.dulux.in/
 https://www.nerolac.com/
 https://www.bergerpaints.com/express-painting/
 https://www.asianpaints.com/services/home-painting-
services.html#
 https://ori.hhs.gov/education/products/n_illinois_u/datamanagem
ent/datopic.html
 https://study.com/academy/lesson/what-is-consumer-behavior-in-
marketing-factors- model-definition.html
 https://www.tutorialspoint.com/marketing_management/marketing_
management_c onsumer_behavior.htm
 https://ori.hhs.gov/education/products/n_illinois_u/datamanagem
ent/datopic.html
 https://www.gsthelplineindia.com/blog/2019/01/07/gst-impact-
on-paint-industry/
 Yogendra Singh, (2018). Paint India 2018- Show Report,
India/Asia Pacific Reports. Retrieved May 5,2019 from
https://www.coatingsworld.com/issues/2018-06-01/view_features/paint-india-
2018-
--show-report
RESEARCH PAPERS

1) Aaker D A (1996), “Measuring Brand Equity Across Products and Markets”,

California Management Review, Vol. 38, No. 3, pp. 102-120.
2) Akanksha Goel (2008), Critical Success Factors Involved in the Launch of a
New Product in National and International Market: Focus on Indian Paint
Companies, A Dissertation presented in part consideration for the degree of
MSc. International Business, The university of Nottingham
3) Akhilesh Chandra Pandey (2009), Study of Relationship between Brand
Perception and Purchase Behavior of Consumer : A Case of Paint Industry,
Pragyaan : JOM" Volume 7 : Issue 1, June.
4) Anurag (2007), “Consumer Behavior And Buying Decision Making”,
http://www.123eng.Com/Forum/Index.Php . (Retrieved On 16.02.2007)
5) Arth Prabhand (2012), Changing Purchase Behaviour of Indian Customers,
APJEM,: A Journal of Economics and Management, Vol.1 Issue 8, November
2012, ISSN 2278_0629, Pinnacle Research Journals 35,
http://www.pinnaclejournals.com
6) Asian Paints and its main strategic challenges?, As per an interview with Manish
Choksi, conducted by Capgemini Consulting,
(2012)
7) Cacippo, K. (2000) “Measuring and Managing customer satisfaction”,Retrieved
on July 10, 2008 from
http://www.qualitydigest.com/sept00/html/satisfaction.html
8) Dick, A. S., and Basu, K. (1994). Customer loyalty: Towards an integrated
framework.

Journal of the Academy of Marketing Science, 22,99-113.

9) Dr. Akhilesh Chandra Pandey (2009), Study of Relationship between Brand
Perception and Purchase Behavior of Consumer : A Case of Paint Industry
"Pragyaan : JOM" Volume 7 : Issue 1, June
10) Dunn, D. and Narasimhan, C. (1999), The new appeal of private labels, Harvard
Business Review, Vol. 77(3), pp. 41-52.
11) Etzel, M., Walker, B., and Stanton, W. (2001), Marketing (12th ed.).Boston:
McGraw- Hill Irwin.
12) Gustafsson Anders, Johnson Michael D., and Roos Inger, 2005, ’The Effects of
Customer Satisfaction, Relationship Commitment Dimensions, and Triggers on
Customer Retention’, American Marketing Association, ISSN:0022-2429
(print), 1547-7185 (electronic).
13) Hawkins, D. I., Best R. J. and Coney, K. A. (1998), Consumer Behavior:
Building Marketing Strategy, 7thEd., Mcgraw Hill, Boston.
14) Hawkins, D. I., Best, R. J., Coney, K.A. (2001), Consumer behavior:building
marketing strategy(8th ed.). Boston: Irwin McGraw-Hills.
15) Homer P and Kahle L R (1988), “A Structural Equation Test of the Value-
Attitude- Behavior Hierarchy”, Journal of Personality and Social Psychology,
Vol. 54, No. 4, pp. 638- 646. http://projectabstracts.com/4762/customer-
satisfaction-in reference-toasian-paints- ltd.html
16) Indian Paint Association report (2007), 44th Annual General Meeting,
http://www.ipaindia.org/42ndagm.html
17) J.D. Power and Associates report (2012), The MCGraw-Hill Companies, Inc,
http://www.jdpower.com/content/press-release/3OBtPvN/2012-u-sinterior-paint
satisfaction- study.htm
18) Johnson MD., Gustafsson A. (2000). “Improving Customer Satisfaction,
Loyalty, and Profit: An Integrated Measurement and Management System, San
Francisco: Jossey-Bass, 2
19) Kim J-O, Forsythe S, Gu Q and Moon S J (2002), “Cross-Cultural Consumers
Values Need and Purchase Behavior”, Journal of Consumer Marketing, Vol. 19,
No. 6, pp. 481-502.
20) Kotler Philip, 2003, Marketing Management , Pearson Education, Inc.Fifth
edition.
21) Ling, S., Choo, H. J and Pysarchik, D. T (2004), Adopters of new food products
in India. Marketing Intelligence and Planning, 22(4), 371–391. http://dx.doi.org/
10.1108/02634500410542743
22) M. Punniyamoorty and Nanda Kishore Shetty (2011), A study of customers'
brand preference pattern and factors influencing brand preference in a
commodity product, International Journal of Indian Culture and Business
Management, volume 4, Number 5/2011 Inderscience Publishers ,ISSN:1753-
0806 (Print), 1753-0814 (Online), 6th September
23) Miranda, M. J.,Kónya, L. and Havrila, I.(2005). Shoppers' satisfaction levels
are not the only key to store loyalty. Marketing Intelligence and Planning,
23,220-232.
24) Mishra, M.S. (2007) “The consumption pattern of Indian Consumers: choice
between traditional and organized Retail” http://ssrn.com/abstract=994238
25) Mishra, S. (2002), “Indian paint Industry: An Overview” Chemical Business,
Vol. 16(8), pp. 25-26.
26) Mowen, J. C. (2000). The 3M of motivation and personality: Theory and
empirical applications to consumer behavior. Massachusetts, USA:Kluwer
Academic Publishers.
27) Paint industry Conference report (2013), Coating 20-20-future redefines, 26th
India Paint Conference, 18-20 January, Mumbai
28) Pallavi Kumari (2012); Changing Purchase Behaviour Of Indian Customers,
Arth Prabhand A Journal of Economics and Management (APJEM), Vol.1 Issue
8, November 2012, ISSN 2278_0629, Pinnacle Research Journals
35,http://www.pinnaclejournals.com
29) Peter, J., and Olson, J. (1999), Consumer behavior and marketing strategy (5th
ed.). Boston: McGraw-Hill.
30) PreetiKhicha (2008), Asian Paint a Peeling?,
http://www.brandchannel.com/features_webwatch.asp?ww_id=402, 13th
October.
31) Priya Soni (2010) ,Customer perception and preferences towards branded
products (with special reference to television sets, Indian Journal of Marketing
Volume: 40 Number 2 February
32) Raghavan, D. (2006), “Indian Coatings Industry: An Eye on the Future”,
Chemical Business, Vol. 20(6), pp. 87-89.
33) Renu Rajaram (2012) ,The Indian paint market is lucrative but competitive,
Project Monitor, Economic Research India Limited, Thursday, October 25
34) Report on Indian Paint Industry (2010),http://www.slideshare.net/muthep/
35) Rizwan Ali .S (2010); A Study about Identifying the Total Potentials of White
Cement Market for Asian Paints India Limited, Chennai, MBA dissertation
submitted to the Departmetn of Management studies, SRM University, White
Cement Market Asian Paints India Limited, P4526, 1- May-2010
36) Rowley J (1997), “Focusing on Customers”, Library Review, Vol. 46, No. 2,
pp. 81-89, MCB University, UK.
37) Shaikh Reeha Vasi (2012),Customer Satisfaction in Reference to Asian Paints
Ltd (Management Project),
38) Sheth, J. N., Newman, B. I. and Gross, B. L. (1991). Why We Buy and What
We Buy: A Theory of Consumption Values. Journal of Business Research, 22,
159-170.
39) Singh, H. (2007) “Consumer Awareness and Consumption Pattern of Food
products in Haryana”, Journal of IMS group, Vol.3, No 1, pp 24-
40) Srivastava R.K (2009), Measuring brand strategy: can brand equity and brand
score be a tool to measure the effectiveness of strategy?, Journal of Strategic
Marketing, Volume 17, Issue, pages 487-497
41) Subhash Jha (2008), The Role of Dealers in the Indian Paint Industry,
Marketing Mastermind Magazine, IUP Publications Online, August
42) SunandaK. Chavan (2010), Demand-Supply Scenario of the Paint
Industry, http://www.managementparadise.com/forums/service-
sectormanagement/ 201374-demand- supply-scenario-paint-industry.html
43) Sundaram Rajagopalan (2013), Changing Consumer Behaviour Patterns
of Indian Middle Class, http://www.iesingapore.gov.sg/wps/wcm/connect
44) Swar, B.N. (2007) “Challenges and Opportunities of Organized
Retailing in India”, Journal of IMS group, Vol. 4, No 2, pp 53-61.
45) Upshaw, L. B. (1995). Building Brand Identity. New York: John Willy
and Sons.
46) Weiner, B (2000). Attributional thoughts about consumer behavior.
Journal of Consumer Research, 27(3), 382-387.
http://www.jstor.org/stabe/10.1086/317592
47) Coldwell, J., 2001, Characteristics of a Good Customer Satisfaction
Survey. In J. N. Sheth, A. Parvatiyar & G. hainesh, eds., Customer
Relationship Management, New Delhi, Tata McGraw-Hill , 2001,
pp.193-199. .
48) Day, G. S., 1994, The Capabilities of Market-Driven Organisations,
Journal of Marketing, 58 (4), pp. 37-52.
49) Kotler, P., 2000, Marketing Management. 10thed., New Jersey, Prentice-
Hall.
50) Hoyer, W. D. & MacInnis, D. J., 2001, Consumer Behaviour. 2
nded.,Boston, Houghton Mifflin Company.
51) www.daedal-research.com/chemicals/indian-paints-coatings-markettrends

52) http://www.ficci.com/spdocument/20215/Gujarat-Specilty-Chemicals-

Conclave-2013- Background-Paper-Final.pdf
53) Athanassopoulos, A., Gounaris, S. and Stathakopoulos, V. 2001.
Behavioural Responses to Customer Satisfaction: An Empirical Study.
European Journal of Marketing, 35(5/6): 687-707.
54) Claire Selltiz and others, Research Methods in Social Sciences,
1962, p. 50.
55) Fornell, C. 1992. A National Customer Satisfaction Barometer:
The Swedish Experience. The Journal of Marketing,
56) Homburga, C. and Rudolph, B. 2001.Customer Satisfaction in
Industrial Markets: Dimensional and Multiple Role Issues. Journal of
Business Research, 52: 15- 33.
57) Johnson, M. D. and Fornell, C. 1991. A Framework for Comparing
Customer Satisfaction across Individuals and Product Categories. Journal
of economic psychology, 12(2): 267-286.
58) Sadeghi, T. and Farokhian, S. 2011. The Role of Customer
Satisfaction in Product Planning. Middle-East Journal of Scientific
Research, 7(1):
59) Shamoo, A.E., Resnik, B.R. (2003). Responsible Conduct of
Research. Oxford University Press.
ANNEXURE

QUESTIONNAIRE

1. Name of the consumer?

2. Age of the consumer?

 Less than 30 years
 30- 50 years
 50-70 years
 70 and above

3. Annual Income?
 Upto 10 Lakhs
 11 Lakhs – 30 Lakhs
 31 Lakhs- 60 Lakhs
 61Lakhs – 100 Lakhs
 More than 100 Lakhs

4. Name the Paint Brand that was last used for your house?
 Asian Paints
 Berger Paints
 Dulux
 Nerolac

5. Reason for choosing the above brand? _

6. Floor area in Square Feet your house?
 Upto 700 sq. ft.
 700 – 1000 sq. ft.
 1001- 1500 sq. ft.
 1500 – 3000 sq. ft.
 More than 3000 sq. ft.

7. Tick the paint service you are most aware about?

 Asian Paints Home Solution
 Berger Express Painting
 Urban Clap
 123 Home paints Pvt. Ltd.

8. Do you consider the following factors while buying paint?

 Brand Name
 Durability of Paint
 Colour Combinations offered by the brand
 Price
 Retailer

9. Which paint brand do you prefer?

 Berger Paints
 Asian Paints
 Dulux
 Nerolac

10. Who among the following are helpful in giving suggestions for your
paint purchase decisions?
 Painter
 Construction Contractor
 Paint Hardware Shop
 Family/ Friends

 Architect
 Advertisemen

11. Which of these companies offer a painting service?

 Asian Paints
 Berger Paints
 Dulux
 Nerolac

12. Which company’s painting service uses mechanized tools and

trained painters?
 Asian Paints
 Nerolac
 Berger Paints
 Dulux

13. Indicate the importance of the following facilities to you while

selecting a painting service.

Quite Quite
 Important Important Neutral Unimportant unimportant
Use of Mechanised
tools
Trained Painters
Color Schemes
Furniture Moving
& Covering
Post Painting Clean
up
Low Rates
Customer Service
14. Tick the celebrity endorsement that you are aware of?
 Nerolac- Ranveer Kapoor
 Berger – Katrina Kaif
 Asian Panits- Ranbir Kapoor and Deepika Padukone
 Dulux- Farhaan Akhtar

15. Are you aware of following Advertisements of painting services?

 Aa Gaya Painting Ka T20-
 Tick Tock! On the Clock- Asian Paints
 Bring your Dream Colour to life- Dulux
 Brighten Up your Home- Nerolac

16. Select the qualities fullied by the followong ?

Qualities Asian Paints Berger Nerolac Dulux

Paints
Brand Name
Durability
Color Range
Better Price
Technical Support
Ease of Cleaning
Eco Friendliness