1.

1 INTRODUCTION

A study on brand preference implies measure of brand loyalty in which

a consumer will choose a particular brand in presence of competing brands, but
will accept substitutes if that brand is not available. We have heard that the customer is
always right. We may or may not agree with that statement but everyone ought to agree that
customers hold a very important places in our lives. We need to discover brand preference of
particular products and service.
The more one can meet customer needs, the better chance for long-term success in
their fast-paced, ever-changing world. Customers form their expectation based on past buying
experiences, advice to their reference group and the promises of the marketer and their
competitors. It becomes much easier for a company to serve a delighted customer. A very
satisfied customer will stay with the company for many years and will bring more business to
the firm.
The term marketing concept holds that achieving organizational goals depends on
knowing the needs and wants of target markets and delivering the desired satisfactions. It
proposes that in order to satisfy its organizational objectives, an organization should
anticipate the needs and wants of consumers and satisfy these more effectively than
competitors.
Brand is a name, sign, symbol or design, or some combination of these, used to
identify a product and to differentiate it from competitors' products.
Brand Equity is the value of a brand built up over a period of time. It is composed of
four components namely Image, Perception, Awareness and Loyalty. However some
researchers say that image and awareness are the main components and the other two get
covered in these two. To calculate brand equity, both the tangible(functional) and
intangible(emotional) attributes are measured. The end result of the measurement is brand
equity.
Brand Preference Selective demand for a company's brand rather than a product, the
degree to which consumers prefer one brand over another.

1
 1.2 OBJECTIVES

PRIMARY OBJECTIVES:

 A study on the brand preference of consumers towards nerolac paints in Chennai city.

SECONDARY OBJECTIVES:

 To analyze the customers perception regarding the preference of nerolac

Paint Products.

 To find the source and level of awareness about nerolac paints .

 To find out which feature have made the people to prefer nerolac paints.

2
 1.3 NEED FOR THE STUDY

As paint is the major service sector which attracts more expectation from consumers
irrespective of their age, gender, occupation and family background. As their exists more
options about the paint companies such as Kansai Nerolac,Asian paints, Berger, ICI etc.,
Brand preference plays a vital role among the companies as it reflects in the form of
increased sales, market, growth and development of the company. To know the brand
preference of Kansai Nerolac paint customers and to know the customer expectation from the
company life better service, safety, life protection, product variety and etc.

3
 1.4 INDUSTRY PROFILE

PAINT INDUSTRY IN INDIA

In India, Indian Paint industry’s total market size is US$1400 million. The organized sector
of the industry is 55%. The 45% unorganized sector has about 2500 units. The big players
and their market share-value of the organized sector are
Asian Paints 37%
Goodlass Nerolac 15.9%
Berger Paints 13.8%
ICI 11%
Jenson & Nicholson 5.7%
Shalimar 4%
Others 12%

CATEGORIES
Paints are classified into two broad categories.
 Decorative or Architectural finish paints.
 Industrial Paints.

Decorative or Architectural finish paints

This market can be further segmented on the basis of the following
 Customer types : Institutional / retail or domestic use
 Product features / categories: Distempers, Enamels, emulsions etc.
 Price: Premium, Medium, Economy etc.,
Industrial Paints
This market can be further divided into the following four sub segments depending on the
end user profile.
 Automotive paints.
 Marine Paints.
 Powder Paints
 High Performance coatings
 Other general industrial finishes.
In India, decorative paints dominate with the share of 75% of the total paints consumed while
in developed countries Industrial paints have a share of 50 – 70% .

4
PLAYERS IN DECORATIVE PAINTS
In decorative paints Asian Paints dominates with a 37% market share and number two player
Goodlass Nerolac has a market share of 14%. These paints are by medium technology and
hence the unorganized sector has a major share. A recent estimate that over 2400 companies
are in unorganized sector.

INDUSTRIAL PAINTS
Industrial paints include automotive paints (original auto manufactures and refinishes),
Powder coatings marine paints high performance coatings and special purpose finishes. These
are technology intensive and hence the presence of the unorganized sector is very limited. In
fact, there is no presence of the unorganized sector in the original paints. This can be
explained by the fact that to bag an order from automobile manufacturer collaboration with a
well known foreign paint company is a must. Goodlass Nerolac is an undisputed leader in
industrial paint.

DEVELOPMENTS IN VARIOUS SEGMENTS

Two significant developments took place in the last three years in
the decorative paints segment.
 Advent of Computerized Colour Dispenser
 Sudden increase of Exterior Market.

Colour Dispenser
Traditionally companies used to supply pre mixed shades to dealers who in turn offered to
their customers. Asian Paints brought in the manual colour dispensing concept in 1998 and
offered 151 shades through it. This was the first salvo in offering in variety of shades. This
concept took off and Asian Paints went about establishing 2000 colour corners which would
stock the 151 shades. Additional shading requirements were catered by providing colours as
per the demand after mixing the bases with strainers through colour dispencer other
companies followed it soon and Goodlass Nerolac introduced 301 shades under the same
concept.
In 1995 Jhenson and Nicholson, the 5th ranking company in the industry, pioneered the
concept of CCD. And started installing them at dealer shops with the support of TIKKURILA
of FINLAND. The concept is similar to that of the manual colour dispenser except that the

5
dispensing is automatic pre decided formula registered in the computer and the shades are
offered instantly shops to customers.
Today Berger Paints, is the 2nd Company to enter this system offering 5000 shades a clear
indication of the trend. In the year 1997-98 has seen the introduction of the concept by the
two giants Asian Paints and Nerolac. Today around 1000 dealer shops are installed this
concept. CCD or it is called “AUTO COLOUR DISPENCER” have helped the dealers to
reduce their inventories offer a large variety of shades instantly, consistently and accurately.
Consumer have also benefited by this concept as the shopping environment has changed
dramatically with
the advent of CCD.

Exterior market
The second development is the introduction of the 100% Acrylic Exterior Paints and the
focus of major companies on the Exterior Paints market. Traditionally, the exterior paint
market was catered to by KILLICK NIXON and several other small players. The main
offered were cement paints in India. But the real change has be thought by Asian Paint
through APEX – its 100% exterior paint market has started growing exponentially. In 1999
Nerolac introduced EXCEL in the category and offered qualitative product at low material
cost. Both Apex and Excel have propelled the exterior paints growth by over 60% in 2002
and the trend is expected to continue for at least of three more years.

A major development in 1997-98 was the “Pay by scooter / car” concept by companies. As
practiced in western countries, in India also the concept of taking care of the complete
painting job has been under taken by paint companies. Goodlass Nerolac has commenced this
concept with Mahindra cars by managing the entire paint shop and being paint on the basis of
per painted cars. Asian Paints also followed it up with a similar tie up with LML for its
scooters.

6
 1.5 NEROLAC PAINTS –THE COMPANY PROFILE

ORIGIN &EVOLUTION
We embarked our journey in 1920 as Gahagan Paints and Varnish Co. Ltd. at Lower Parel in
Bombay. In 1930, three British companies merged to formulate Lead Industries Group Ltd. In
1933, Lead Industries Group Ltd. acquired entire share capital of Gahagan Paints in 1933 and
thus, Goodlass Wall (India) Ltd. was born. Subsequently, by 1946, Goodlass Wall (India)
Ltd. Was known as Goodlass Wall Pvt. Ltd. In 1957, Goodlass Wall Pvt. Ltd. grew popular
as Goodlass Nerolac Paints (Pvt.) Ltd. Also, it went public in the same year and established
itself as Goodlass Nerolac Paints Ltd.

In 1976, Goodlass Nerolac Paints Ltd. became a part of the Tata Forbes Group on acquisition
of a part of the foreign shareholdings by Forbes Gokak.

In 1983, Goodlass Nerolac Paints Ltd. strengthened itself by entering in technical

collaboration agreements with Kansai Paints Co. Ltd., Japan and Nihon Tokushu Toryo Co.
Ltd., Japan.

In 1986, Goodlass Nerolac Paints Ltd. turned into a joint venture of the Tata Forbes and the
Kansai Paints with the latter acquiring 36% of its share capital.

In 1999, Kansai Paints Company Ltd., Japan took over the entire stake of Tata Forbes group
and thus GNP became a wholly owned subsidiary of Kansai Paints Company Ltd.

During the journey of continuous performance excellence, we have entered in to many

technical collaborations with other industry leaders such as E.I. Du-Pont de Nemours &
Company Inc., USA and Oshima Kogya Company Ltd., Japan for our different products.

STRONG VISION AND VALUES

Nerolac is a company with very clear and well-defined vision and very strong values. Clarity
of vision and strong foundation of cultural values have always kept this company in good
stead. Its ethical conduct has always guarded it against any possible traps and pit falls. We
have made sure that the distribution hurdles and the climatic vagrancies do not affect the

7
quality of our services. This same commitment will ensure that Goodlass Nerolac will march
towards its centennial year, fully dedicated and invigorated, in step with the exciting wave of
industrialization and modernization pervading through the new India.

Colours of vastu

 Vastu shastra is the science that synchronises a blanace between human life and nature.
Vastu Shastra takes into consideration the five basic elements, the eight directions, the
electro-magnetic and the gravitational forces of the earth, the cosmic energy emanating from
the planets and atmosphere to bring about peace, progress, stability, happiness, well-being
and long life Experience our range of paints based on Vastu.

MANAGEMENT & KEY PEOPLE

The people who make the company are its real assets.

At Kansai Nerolac, we stand by this. The success of Kansai Nerolac has hinged on this
philosophy since 1920, and being the second largest paint company in India is the rightful
tribute to its people's commitment and dedication.

With employee strength of around 2000 spread over the country and an efficient
management, the company provides the conducive work atmosphere to develop and grow.

Board Of Directors

Dr. Jamshed Jiji Irani Chairman

Mr.Devendra Motilal Kothari Vice -Chairman
Mr.Harishchandra Meghraj Bharuka Managing Director
Mr.Susim Mukul Datta Director
Mr.Yasuo Tajiri Director
Mr. Hiroshi Ishino Director
Mr. Pradip Panalal Shah Director
Mr. Noel Tata Director
Mr. Pravin Digambar Chaudhari Wholetime Director
Mr. Yoshikazu Takahashi Director

MANUFACTURING STRENGTH

8
Manufacturing is a very important function for the paint industry. Nerolac has made sure that
its manufacturing facilities are world class. Nerolac has five manufacturing units located at
Perungudi (T.N.), Vatva (Gujarat), Jainpur (U.P.), Lote Parshuram (Maha.) & Bawal
(Haryana). The total installed capacity of all the units put together is138400TPA. Its latest
unit is at Bawal, which was commissioned in March 2005, with a capacity of 20400TPA with
an investment of aroundRs100 crore- all through internal accruals.

DISTRIBUTION NETWORK
Channel structure, members and their selection
Nerolac’s strength of wide spread distribution network is its right arm in generating sales
revenue from all parts of India. Nerolac has a wide distribution network of over 11,000
dealers They have eight Sales Divisions and each division has depots to take care of local
needs. In all they have 66 depots. All this ensures complete reach in India including rural and
up country markets
CHANNEL STRUCTURE
Nerolac Paints Ltd.

Dealer/ distributor Warehouse

Dealer shops

End customer
There exist a total of 4000+ dealers with multiple outlets, i.e. a total of dealers covering
cities. The percentage of dealers in each of the zones is as follows.
North- 35%
South- 26%
East- 10%
West- 29%
MARKET RESEARCH
The company undertakes Market Research activity to measure its performance in different
fields, like after sales service, customer satisfaction etc. The company employs third party
agencies to measure its performance.

SSI (SALES SATISFACTION INDEX)

9
The sales satisfaction study is a consumer-driven measure of customer satisfaction with the
product sales and delivery process. According to the study, there are six major factors
impacting satisfaction with the dealership at the time of purchase. They are Sales
Experience, Explanation at Delivery, Price Evaluation, Delivery Timing, Salesperson
Knowledge and Post-Delivery Contact.

CSI (CUSTOMER SATISFACTION INDEX)

The customer satisfaction index with quality delivery performance is used to track the
problems experienced in the customer satisfaction process. This data helps in building future
policies and also helps in training the employees to perform better in future.

PRODUCT PROFILE

INTERIOR- SOLVENT BASED PAINTS

1. Nerolac Pearls Lustre Finish

DESCRIPTION
Nerolac Pearls Lustre finish is a Special Interior Wall paint that
captures the magic glow of pearls and the intrinsic resilience of the
shell. Thus, this paint very rightly stands for "Ornamentation for
walls".

2. Nerolac Satin Enamel

DESCRIPTION
Nerolac Satin Enamel is specially formulated to give an excellent
smooth finish resembling the smoothness of satin to masonry,
wood and metal surfaces. It can be easily cleaned to give new look
to the surface.
3. Nerolac Synthetic Enamel

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DESCRIPTION
Nerolac Synthetic Enamel is a time tested and proven, high quality alkyd based enamel
incorporated with best quality opacifying and light fast pigments.

4. Nerolac Impression Hi-Performance Enamel

DESCRIPTION
Nerolac Impression Hi-Performance Enamel is a specially designed
coating having a judicious blend of high quality resin & light fast
pigments. It is recommended for suitably primed interior & exterior
wooden, masonry and metal surfaces.

INTERIOR- WATER BASED PAINTS (Distemper)

1. Nerolac Beauty Premium Acrylic Distemper

DESCRIPTION
Nerolac Beauty Premium Acrylic Distemper is supplied in paste form, and it can be used for
the decoration of fully matured plasterwork, concrete, brickwork and asbestos surfaces. The
paste is bound with a stable acrylic medium.
2. Nerolac Beauty Acrylic Distemper

11
DESCRIPTION
Nerolac Beauty Acrylic Distemper is supplied in paste form, and it can be used for the
decoration of fully matured plasterwork, concrete, brickwork and asbestos surfaces. The paste
is bound with a stable acrylic medium.

3. Nerolac Beauty Oil Bound Distemper

DESCRIPTION
Nerolac Beauty Oil Bound Distemper (NBOBD) is a water based
interior wall finish for beautification and protection of fully matured
plasterwork, concrete, brickwork and asbestos surfaces. It gives a
sooth eye soothing matt finish. The product is bound with a stable oil
emulsion medium.

INTERIOR/ WATER BASED PAINTS (Emulsions)

4. Nerolac Impression 24 Carat Premium Luxury Emulsion

DESCRIPTION
Nerolac Impression 24 Carat Premium Luxury Emulsion is a
premium quality Architectural coating specially formulated by using
pure acrylic latex, and high opacity micronised pigments so as to
impart smooth velvet finish, with excellent washability.

5. Nerolac Impression Metallic

DESCRIPTION
Nerolac Impression Metallic is a premium quality water base special effect designer series

12
range that creats a variety of special effects and textures on interior walls and is based on
pure acrylic emulsion
6. Nerolac Disney Emulsion

DESCRIPTION
Nerolac Disney Emulsion is a water-based, premium super luxury interior wall finish.
It provides a distinctly rich, velvety smooth with exquisite satin finish. Ideal base coat
for Disney stencil application and for superior results.

EXTERIOR PAINTS

1. Everlast Self Clining

DESCRIPTION
Nerolac Everlast with pliolite is a specially designed solvent based exterior coating having
superior properties with respect to protection of masonry surfaces from aggressive
environmental condition.

2. Nerocem with Titanium+

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DESCRIPTION

Nerocem with Titanium + is available in powder form. It is an economical exterior product

specially formulated by using best quality white cement and other ingredients to get an
economical exterior product. It is useful for the protection and decoration of the surfaces.

3. Nerolac Suraksha Plastic

DESCRIPTION

Nerolac Suraksha Plastic Exterior Paint is an economical water thinnable coatings, specially
designed for application on exterior walls in dry or moderatey humid climatic conditions.

4. Nerolac Impression Excel Anti Peel Acrylic

DESCRIPTION

14
Nerolac Impression Excel Anti Peel Acrylic Exterior Paint is premium water based, high
performance, long lasting exterior paint, formulated to suit the extreme tropical conditions of
high rainfall, humidity and heat.

5. Nerolac Impressions Excel Total All in One Acrylic Exterior Emulsion

DESCRIPTION

Nerolac Impressions Excel Total All In One Acrylic Exterior Emulsion is high performance
premium water based, long lasting exterior paint, with UPF (Ultimate Paint Formula). It is
formulated to suit the extreme tropical conditions of high rainfall, humidity and heat.

METAL PAINTS

1. Nerolac Impression Hi-Performance Enamel

DESCRIPTION

Nerolac Impression Hi-Performance Enamel is a specially designed coating having a

judicious blend of high quality resin & light fast pigments. It is recommended for suitably
primed interior & exterior wooden, masonry and metal surfaces.

2. Nerolac Satin Enamel

15
DESCRIPTION

Nerolac Satin Enamel is specially formulated to give an excellent smooth finish resembling
the smoothness of satin to masonry, wood and metal surfaces. It can be easily cleaned to give
new look to the surface.

REVIEW OF LITERATURE

16
 “Customers buying products are buying utility, function, and performance as much as
image and status” (Terpstra and Sarathy, 1997, p. 375). Actually, Customer merchandise has
implications more than their utilitarian, functional, and commercial significance
(Czikszentmihalyi and Rochberg-Halton, 1981; Ericksen, 1996; Leigh and Gabel, 1992;
Levy, 1959; Mick, 1986). Consumers do not “consume products for their material utilities but
consume the symbolic meaning of those products as portrayed in their images”

(Elliot, 1997, p. 286).

Therefore, the acquired goods are not only “bundles of attributes that yield particular
benefits” (Holt, 1995, p. 1) but also indications of symbolic meanings to the public.
Consumers are more likely to use brands to express how they are either similar to or different
from people of their in-group (Markus and Kitayama, 1991).

Bhat and Reddy (1998) also reported that brands have practical and emblematic
importance for consumers. The emblematic importance, which is attached to brands, is often
broadcasted via the use and consumption of brands (Gottdeiner, 1985; McCracken, 1986).
Consequently, there seems to be a noteworthy relationship between brand images, consistent
with the emblematic importance of brands, and consumers’ self images (Zinkham and Hong,
1991). Individuals are more likely to buy brands whose personalities intimately match their
own self images (Schiffman and Kanuk, 2000). Similarly, consumers express themselves by
selecting brands whose personalities are recognized to be consistent with their own
personalities (Aaker, 1999; Kassarjian, 1971; Sirgy, 1982).

In many circumstances, consumers’ self image influences his/her purchase decisions

(Zinkham and Hong, 1991) In other words, consumers use products to illustrate, maintain,
and reinforce their self concepts to themselves (Sirgy, 1982; Wallendorf and Arnould, 1988;
Zinkham and Hong, 1991). Therefore, “purchase and consumption are good vehicles for self-
expression” (Jamal and Goode, 2001, p. 483).

Previous research indicated that self image/self expression affect consumers’ product
preferences and their purchase intentions (Ericksen, 1996; Mehta, 1999). For example,
Ericksen (1996) found a significant relationship between self image and intention to buy an
American automobile (Ford Escort). Based on this finding, it might be inferred that
“individuals prefer brands that have images compatible with their perceptions of self” (Jamal

17
and Goode, 2001, p. 483; Belk, et. al., 1982; Ericksen, 1996; Solomon, 1983; Zinkham and
Hong, 1991). Moreover, this self image consistency strengthen positive attitude toward
products and brands (Ericksen, 1996; Sirgy, 1982, 1985, 1991; Sirgy, et. al., 1997).
Specifically, “the more similar a consumer’s self-image is to the brand’s image, the more
favorable their evaluations of that brand should be” (Graeff, 1996, p. 5).

Brand preference has been conceptualized in many ways in the marketing literature. In
some studies, brand preference has been equated with brand loyalty (e.g., Rundle-Thiele and
Mackay 2001). In other studies, it has been evaluated as a precursor to brand loyalty (e.g.,
Odin et al. 2001). In this study, we consider brand preference as a precursor to brand loyalty.
Brand preference is typically viewed as an attitude in which the consumer has a
predisposition toward one or more brands. Ben-Akiva et al. (1999) define preferences as
“comparative judgments between entities.” We use this definition as a basis for
distinguishing brand preference as a comparative judgment between a set of brands which
leads to a more favorable attitude toward one or more of the brands.

18
 RESEARCH METHODOLGY

RESEARCH
Research is a process through which we attempt to achieve systematically and with the
support of data , the answer to a question ,the resolution of a problem , or a greater
understanding of the phenomenon.

RESEARCH DESIGN
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 .
The research design used for this study is descriptive research .

METHOD OF DATA COLLECTION

The data for this study has been collected from both primary and secondary data sources

Primary data
Primary data will be collected through questionnaire that will be asked to customer.

Secondary data

The secondary data are those which have already been passed through the statistical
process, the proposed study also make use of secondary source of data collection in the form
of company journals, magazines, records, websites and other relevant sources.

SAMPLING SIZE
The study was conducted with the respondents of kansai nerolac paint limited. It
comprises of all the respondents in the concern. The size of the population is 50 respondents .

SAMPLING METHOD

The sampling used is Simple Random sampling which comes under probability so
that every member of the population has an equal chance of being selected.

STATISTICAL TOOLS
The data has been mainly analysed by the following methods and test

19
1. Percentage analysis
2. Correlation test
3. Chi – square test
4. Weighted average test

PERCENTAGE ANALYSIS

It refers to a special kind of ratio in making comparison between two or more data and to
describe relationships. It can also be used to compare the relation terms the distribution of
two or more sources of data .

number of respondants
percentage of respondants= × 100
total respondants

WEIGHTED AVERAGE

This method is used to sum up the views of the various respondents to obtain mean score for
the particular statement. This gives a picture of repondent’s expression on particular point.
The formula to find the weighted average is

Total score = No. of respondents × Weighted average

total score
Weighted average method =
no . of respondants

CHI-SQUARE

Chi-square test is a non- parametric technique, most commonly used by marketing researcher
to test hypothesis. Generally it is used to test the hypothesis when distribution of population
is not known and when nominal data is to be analyzed. The main objective of chi-square test
is, to determine whether significant relationship exists among people or group of data.

(O−E)2
Chi-square = ∑
E

20
CORRELATION

Correlation is a statistical tool which studies the relationship between two variables,

and correlation analysis involves methods and techniques used for studying and measuring

the extend of the relationship between two variables. The correlation expresses rates between

the groups of items but not between the individual items.

n ∑ XY −∑ X ∑Y
r = 2 2 2 2
√ n∑ X −( ∑ X ) √ n ∑Y −( ∑Y )

21
 LIMITATIONS OF THE STUDY

 The size of the sample comparing to the population is very less and hence it will
represent the whole population .

 Some of the respondents might have given biased answers which might affect the
findings of the study.

 The respondents did not have much time to spend in filling up the questionnaire.

 The customers or respondents start behave artificially when they know that their
attitude, opinions, beliefs and etc., are being studied.

 The accuracy of findings is limited by the accuracy of statistical tools used for analysis

22
 STATISTICAL ANALYSIS
PERCENTAGE ANALYSIS
Exibit 1
CLASSIFICATION OF GENDER

TABLE NO. 1

gender No. of repondant Percentage

Male 38 76%

Female 12 24%

INFERENCE
From the above table it is inferred that 76 % of the respondant are male and 24% are female .

23
 CHART NO .1
CLASSIFICATION OF GENDER

80%

70%

60%

50%

40% 76%

30%

20%
24%
10%

0%
male female

24
Exibit 2
CHOICE OF PAINT COMPANY

TABLE NO. 2
Particulars No. of Respondents Percentage

Kansai Nerolac 11 22

Asian paints 18 36

Berger 9 18

ICI 8 16

Others 4 8

Total 50 100

INFERENCE
From the above table it is found that 36% of the respondents choose Asian paints, 22%
choose Kansai Nerolac, 18% choose Berger, 16% choose ICI and 8% choose others.

25
 CHART NO. 2
CHOICE OF PAINT COMPANY

CUSTOMER CHOICE

8%
22%
nerolac
16%
asian
berger
ici
others

18%

36%

26
Exibit 3
ALTERNATIVE CHOICE

TABLE NO. 3
Parameters Respondant Percentage
Move to the next shop 32 64
Take any other paint 12 24
Take any other color of 6 12
the desired paint
Total 50 100

INFERENCE
While 64% of the respondents move to the next shop, 24% take any other paint and the rest
12% take any other color of the desired paint.

27
 CHART NO.3
ALTERNATIVE CHOICE

DON'T GET THE DESIRED PAINT - NEROLAC

PAINT

12% MOVE TO NEXT

SHOP

TAKE ANY
OTHER PAINT
24%
TAKE ANY
OTHER COLOUR
64%OF THE DESIRED
PAINT

28
Exibit 4
REASON OF CUSTOMER PERFERENCE TOWARDS KANSAI NEROLAC PAINT

TABLE NO.4

Particulars No. of Respondents Percentage

Variety of product 12 24

Economic 9 18

Very Attractive 17 34

Maximum life of product 5 10

Others 7 14

Total 50 100

INFERENCE
From the above table it is found that 34 % of the respondents are influenced by
attractiveness, 24 % by variety of product, 18% by economic, 14% by other resons and 10%
by maximum life of product.

29
 CHART NO. 4
REASON OF CUSTOMER PERFERENCE TOWARDS KANSAI NEROLAC PAINT

34%
35%
30%
24%
25%
18%
20%
14%
15% 10%
10%
5%
0%
ct ic ve ct rs
odu nom acti odu the
r o r r O
ofp Ec Att of
p
ty ry fe
rie Ve li
Va um
x im
a
M

30
Exibit 5
CUSTOMER PREFERENCE IN DECORATIVE PAINTS OF NEROLAC

TABLE NO.5

Particulars No. of Respondents Percentage

Wall- Interior paint 18 36

Wall- Exterior paint 13 26

Woods paint 10 20

Metals paint 9 18

Total 50 100

INFERENCE
From the above table it is found that 36% of the respondents prefer wall-interior paint,
26% prefer wall exterior, 20% prefer woods paint and 18% prefer metals paint.

31
 CHART NO. 5
CUSTOMER PREFERENCE IN DECORATIVE PAINTS OF NEROLAC

40% 36%

35%

30% 26%

25%
20%
18%
20%

15%

10%

5%

0%
Wall- Interior paint Wall- Exterior paint Woods paint Metals paint

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Exibit 6
CUSTOMER PREFERENCE IN INTERIOR PAINTS OF NEROLAC

TABLE NO.6

Particulars No. of Respondents Percentage

Nerolac Pearls Lustre Finish 19 38

Nerolac Beauty Silky Smooth 11 22

Nerolac Synthetic Enamel 6 12

Nerolac Beauty Premium Acrylic Distemper 5 10

Nerolac Impression 24 Carat Premium Luxury Emulsion 6 12

Nerolac Impression Metallic 2 4

Nerolac 1 2

Total 50 100

INFERENCE
From the above table it is found that 38% of the respondents prefer Nerolac Pearls Lustre
Finish, 22% prefer Nerolac Beauty Silky Smooth, 12% prefer Nerolac Synthetic Enamel,
10% prefer Nerolac Beauty Premium Acrylic Distemper, 12% prefer Nerolac Impression 24
Carat Premium Luxury Emulsion, 4% prefer Nerolac Impression Metallic and 2% prefer
Nerolac Disney Emulsion .

33
 CHART NO. 6
CUSTOMER PREFERENCE IN INTERIOR PAINTS OF NEROLAC

40% 38%
35%
30%
25% 22%
20%
15% 12% 10% 12%
10%
4% 2%
5%
0%

34
Exibit 7
CUSTOMER PREFERENCE IN EXTERIOR PAINTS OF NEROLAC

TABLE NO. 7

Particulars No. of Respondents Percentage

Nerolac Everlast Self Clining 15 30

Nerolac Nerocem with Titanium+ 8 16

Nerolac Suraksha Plastic 18 36

Nerolac impression excel anti peel acrylic 9 18

Total 50 100

INFERENCE
From the above table it is found that 30% of the respondents prefer Nerolac Everlast Self
Clining, 16% prefer Nerolac Nerocem with Titanium+, 36% Nerolac Suraksha Plastic and
18% prefer Nerolac Impression Excel Anti Peel Acrylic.

35
 CHART NO.7
CUSTOMER PREFERENCE IN EXTERIOR PAINTS OF NEROLAC

40%
35%
30%
25%
36%
20% 30%
15% 18%
16%
10%
5%
0%
in
g
um tic lic
lin ni las cry
C ta P a
elf Ti ha el
tS th ks pe
las wi r a nti
er m Su le a
Ev oce c
r ex
Ne n
ssio
e
pr
Ex

36
Exibit 8
ADVERTISING MEDIA EFFECTIVENESS

TABLE NO. 8

Particulars No. of Respondents Percentage

Radio 8 16

Newspaper/Magazine 11 22

TV/Internet 4 8

Friends/references 9 18

Agents 18 36

Total 50 100

INFERENCE
From the above table it is found that 36% of the respondents prefer Agents, 22% prefer
Newspaper, 18% prefer Friends/references, 16% prefer Radio and 8% prefer TV/Internet.

37
 CHART NO. 8
ADVERTISING MEDIA EFFECTIVENESS

IMPACT OF MEDIA

16%

36%
RADIO
NEWSPAPER
TV /INTERNET
22% FRIENDS /REFERENCE
AGENTS

18% 8%

38
Exibit 9
FEATURE OF PAINT ATTRACTED YOU TO BUY IT

TABLE NO. 9

Particulars No. of Respondents Percentage

Low premium 9 18

Variety of products 10 20

Reputation 9 18

Easy access to agents 5 10

Others 17 34

Total 50 100

INFERENCE
From the above table it is found that 18% of the respondents are attracted by reputation , 20%
are attracted by Variety of products&Reputation,18% are attracted by low premium and 10%
are attracted by easy access to the agents.

39
 CHART NO. 9
FEATURE OF PAINT ATTRACTED YOU TO BUY IT

20%
18%
16%
14%
12%
20%
10% 18% 18%

8%
6% 10%

4%
2%
0%
Low premium Variety of products Reputation Easy access to agents

40
Exibit 10

RECOMMENDATION OF KANSAI NEROLAC PAINTS TO OTHERS

TABLE NO. 10

Particulars No. of Respondents Percentage

YES 41 82

NO 9 18

Total 50 100

INFERENCE
From the above table it is found that 82% of the respondents recommend the paint to
others and 18% do not recommend.

41
 CHART NO. 10
RECOMMENDATION OF KANSAI NEROLAC PAINTS TO OTHERS

18%

YES
NO

82%

42
Exibit 11
OVERALL RANK FOR THE KANSAI NEROLAC PAINTS

TABLE NO. 11

Particulars No. of Respondents Percentage

Highly Satisfied 10 20

Satisfied 17 34

Neither satisfied nor dissatisfied 13 26

Dissatisfied 7 14

Highly dissatisfied 3 6

Total 50 100

INFERENCE
From the above table it is found that 34% of the respondents are satisfied, 26% are
neither Satisfied nor dissatisfied, 20% are Highly Satisfied ,14% are Dissatisfied with and 6%
are Highly Dissatisfied with the nerolac paints.

43
 CHART NO. 11
OVERALL RANK FOR THE KANSAI NEROLAC PAINTS

34%
35%
26%
30%
25% 20%
20% 14%
15%
6%
10%
5%
0%
ed d d ed
tisfi sfie fie
d
sfie tisfi
Sa ti s ati a
Sa ati ss ss
hly iss Di di
g rd ly
Hi gh
no Hi
d
sfie
ati
ers
ith
Ne

44
Exhibit 12
TYPE OF GUIDANCE EXPECTED FROM COMPANY BY THE CUSTOMERS

TABLE NO. 12

Type of Guidance No. of Respondents Percentage

Provide details on recent 19 38

development & products
Educate on product features 12 24

Appraise on product 4 8
suitablity
Knowledge of sales Discount 7 15
Budgeting while painting 8 15
Total 50 100

INFERENCE

From the above table it is found that 38 % of the respondant wants the company to provide
details on recent developments and products, 24% wanta to educate on product features , 8%
to appraise on product suitability ,15 % on knowledge of sales discount and 15 % on
budgeting while painting .

45
 CHART NO.12

TYPE OF GUIDANCE EXPECTED FROM COMPANY BY THE CUSTOMERS

Budgeting while painting 15%

Knowledge of sales Discount 15%

Appraise on product suitablity 8%

Educate on product features 24%

Provide details on recent

development & products 38%

0% 5% 10% 15% 20% 25% 30% 35% 40%

46
CORRELATION ANALYSIS

AIM

To find the relationship between the overall satisfaction level and the preference for the
nerolac paints .

X Y XY X^2 Y^2
12 10 120 144 100
9 17 153 81 289
17 13 221 289 169
5 7 35 25 49
7 3 21 49 9

FORMULA

n∑ XY −∑ X ∑ Y
r= 2 2 2 2
√ n ∑ X −( ∑ X ) √ n ∑ Y −( ∑ Y )

R= 0.49

RESULT

Since r = 0.49 which is < 0.6 there is a weak relationship between the overall
satisfaction level and the preference for the nerolac paints .

47
WEIGHTED AVERAGE METHOD

AIM

To test the guidance expected by the customers through weighted average method .

PARAMETERS NO OF RESPONDANT WEIGHTAGE

Provide details on recent 19 5
development & product
Educate on product features 12 4
Appraise on product 4 3
suitability
Knowledge of sales Discount 7 2
Budgeting while painting 8 1

FORMULA

total score
Weighted average method=
no . of respondants

= (19*5)+(12*4)+(4*3)+(7*2)+(8*1)

50

= 3.54

RESULT

Since the mean score is 3.54 it is inferred that most of the customers wants to educate on
the product feature.

CHI SQUARE TEST

Need for the test

48
 To test whether there is a significance difference between gender and recommending
nerolac paints to others .

Null hypothesis
There is no significant relationship between gender and recommending nerolac paints
to others .

Alternative hypothesis
There is significant relationship between gender and recommending nerolac paints to
others .

Attributes Yes No Total

Male 32 6 38

Female 9 3 12

Total 41 9 50

row total∗columntotal
expected frequency =
grant total

Solution:

Observed Expected (O-E)2 (O-E)2/E

(O) (E)

32 31.16 0.7056 0.0226

6 6.84 0.7056 0.1031
9 9.84 0.7056 0.0717
3 2.16 0.7056 0.3266
0.524

49
 (O−E)2
Chi-square = ∑
E

= 0.524
Degree of freedom =(r-1) (c-1)
= (2-1)*(2-1) =1*1=1
Calculated value = 0.524
Table value = 3.84

Inference
 Since the calculated value is less than the table value.
 Null hypothesis (H0) is accepted @ 5% of significance level.
 Alternative hypothesis (H1) is Rejected @ 5% significance level.

Result
There is no significant relationship between gender and recommending nerolac paints
to others .

50
 5.1 FINDINGS

 It is found that 36% of the respondents choose Asian paints, 22% choose Kansai
Nerolac, 18% choose Berger, 16% choose ICI and 8% choose others.
 It is noted that 64% of the respondents move to the next shop, 24% take any other
paint and the rest 12% take any other color of the desired paint.
 It is found that 34 % of the respondents are influenced by attractiveness, 24 % by
variety of product, 18% by economic, 14% by other resons and 10% by maximum
life of product.
 It is found that 36% of the respondents prefer wall-interior paint, 26% prefer wall
exterior, 20% prefer woods paint and 18% prefer metals paint.
 It is found that 38% of the respondents prefer Nerolac Pearls Lustre Finish, 22%
prefer Nerolac Beauty Silky Smooth, 12% prefer Nerolac Synthetic Enamel, 10%
prefer Nerolac Beauty Premium Acrylic Distemper, 12% prefer Nerolac Impression
24 Carat Premium Luxury Emulsion, 4% prefer Nerolac Impression Metallic and 2%
prefer Nerolac Disney Emulsion .
 It is found that 30% of the respondents prefer Nerolac Everlast Self Clining, 16%
prefer Nerolac Nerocem with Titanium+, 36% Nerolac Suraksha Plastic and 18%
prefer Nerolac Impression Excel Anti Peel Acrylic.
 It is observed that 36% of the respondents prefer Agents, 22% prefer Newspaper,
18% prefer Friends/references, 16% prefer Radio and 8% prefer TV/Internet.
 It is noted that 18% of the respondents are attracted by reputation , 20% are attracted
by Variety of products&Reputation,18% are attracted by low premium and 10% are
attracted by easy access to the agents.
 It is found that 82% of the respondents recommend the paint to others and 18% do
not recommend.
 It is found that 34% of the respondents are satisfied, 26% are neither Satisfied nor
dissatisfied, 20% are Highly Satisfied ,14% are Dissatisfied with and 6% are Highly
Dissatisfied with the nerolac paints.
 It is found that 38 % of the respondant wants the company to provide details on
recent developments and products, 24% wanta to educate on product features , 8% to
appraise on product suitability ,15 % on knowledge of sales discount and 15 % on
budgeting while painting .

51
 5.2 SUGGESTIONS

 The company should be advanced in sending information about the new paint and
others information to the customer.

 Educate your employees and/or contractors to the importance of how they are also the
brand, and what that means and how they can impact customer opinion so easily.

 Blatantly increase your ad frequency, of any ad that has been tested to be successful,
until you've reached the point of no more increased return, and then ease off 25%.

 The company should offer flexible paints.

 The company should restructure the premium rates and make sure that the premium
rate reflects current market conditions.

 Agents or dealers and employees should be trained to become more responsive and
courteous toward the customers.

 The company should focus more on those factors which will create an awareness
about the products offered and will also increase the good will of the company.

 The company should provide free consulting centre for clearing the consumers doubt
regarding their Paints.

 The company should try to retain all their present customer by announcing some
attractive package to regular customer.

 The company should come up with innovative plan to promote online order
management with home delivery.

 The company should concentrate towards there quality of their product.

52
 5.3 CONCLUSION

Quite a number of important conclusions can be drawn from the findings of this study
which have policy implications for the company under study and others in the industry.
Brand preference does exist in the paint industry. Many consumers do not buy whatever is
available or affordable if a product is good value for its price, it will command brand loyalty.
Brand preference is to identify why the customer of the company prefers more Kansai
Nerolac Paints compare to other paint companies and identify the level of satisfaction among
the customer of the existing services. The success of the company directly or indirectly
depends on their customers, as they are the backbone of the company. Today, the company
has expanded tremendously by issuing traditional and non-traditional plans aiming at high
level of customers. The company can take steps to conduct more promotion programs on
paint and promotion to increase the customer needs, perception, requirements and
satisfaction. From this, company sales will also increase.

53
 QUESTIONNAIRE

NAME: __________________________
AGE: ______
GENDER: male female

1. Which brand of paints do you prefer?

Asian Paints Nerolac Paints Berger ICI Others

2. What do you do if you don’t get the desired paint?

Move to next shop
Take any other paint
Take any other color of the desired paint

3. Why do you prefer Kansai nerolac paint?

Very Attractive Economic Variety of product

Maximum life of product Others

4. What type of paint do you prefer in Decorative Paint of kansai nerolac paints?
Wall- Interior paint Wall- Exterior paint
Woods paint Metals paint

5. which brand do you prefer in Interior paints of kansai Nerolac paints?

Nerolac Pearls Lustre Finish
Nerolac Beauty Silky Smooth
Nerolac Synthetic Enamel
Nerolac Beauty Premium Acrylic Distemper
Nerolac Impression 24 Carat Premium Luxury Emulsion
Nerolac Impression Metallic
Nerolac Disney Emulsion

54
6. Which brand do you prefer in exterior paints of kansai Nerolac paints?
Nerolac Everlast Self Clining
Nerolac Nerocem with Titanium+
Nerolac Suraksha Plastic
Nerolac Impression Excel Anti Peel Acrylic

7. Which advertising media has greater impact on you to choose the paint company?
Radio Newspaper TV
Friends Agents

8. Which feature of the paint attracted you to buy it?

Low premium Variety of products
Easy access to the agents Reputation of the company
Others

9. Would you recommend kansai nerolac paint to any of your friends or relatives ?
Yes No

10. Give your overall rank for the Kansai Nerolac paints?
Highly Satisfied Satisfied
Dissatisfied Highly dissatisfied
Neither satisfied nor dissatisfied

11. What type of guidance is needed from the company to you?

Provide details on recent development & product

Educate on product features
Appraise on product suitability
Knowledge of sales Discount
Budgeting while painting

12.Any suggestions ………………………………………………………………

55
 BIBLIOGRAPHY

 Marketing Management, Philip Kotler, Prentice- Hall India Publication, 8th Edition.
 Business Research Methods, Coopes Schindler, Tata Mc Grawhill Publication, 6 th
Edition.
 Statistics for management ,P.N Arora & S.Arora , S.Chand and company ltd ,3 rd
revised edition .
 Marketing research ,Ramanuj majumdar,new age international pvt ltd.

Websites Visited

 www.Knasai Nerolac Paint India.com

 www.google .co.in
 www.wikipedia.com
 www.scribd.com
 www.ezinearticles.com

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