Page |1

Acknowledgment
My summer training with Asian paints Limited is a lifetime experience
that I will cherish throughout my career. This project has provided me a
great opportunity to experience the work culture and work process of
Asian paints project sales division.

This project can never be prepared by the singular efforts but I also demand
the help and guardians of some conversant person who under pin actively
or passively in the completion of a successful project.

I wish to express my sincere gratitude to Mr. Arvind Iyer (Regional

Manager, NEWB) for giving me the opportunity to do my summer training
at his highly esteemed Organization.

I am also grateful to Mr. Ajay Sharma (Area Sales Executive) for his
valuable guidance, advice, suggestion and constant encouragement
rendered to me at every stage.

I am also thankful to Project Sales Officer of Asian paints respected

Mr. Chandan Sribastab, Mr. Niladri Mukherjee, Mr. Rajat Gan
Chowdhury, Mr. Indrajit Ghosh, Mr. Niraj Sinha and Mr. Dhiman
Thakur for giving me information and guidance during my training period.

I would like to thank to Prof. Sudipto Mitra (campus head) and faculty
member Prof. Mahua Banerjee who were always there for my help
whenever needed.

I am also thankful to all others who helped me directly or indirectly towards

the completion of my project work.
 Page |2

SUVADEEP BAGCHI

MBA (Marketing)
INTERNATIONA
L BUSINESS SCHOOL, KOLKATA

Table of Contents
Component Page No
List of figures 3
List of Tables 4
Executive Summary 5
Company Profile 8
Objectives 12
What is Paint 14
Concept of builders 23
Time Scheduling 29
Research Methodology 31
Data Analysis 40
Findings 79
Recommendation 80
Conclusion 82
References 83
Appendices 84
Abbreviations 86
Annexure 87
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List of figure
 Page |4

Figure Description of figure Page

No. No.
I. Different surface of paint 18

II. Factors of good paint 19

III. A Pie chart to described decorative paint market segment in India 21

IV. A Pie chart to described Industrial paint market segment in India 22

V. A Pie chart to described whole Indian market segmentation 22

VI. A chart showing different types of builders 25

VII. A chart showing types of project according to their condition 27

VIII. The graph showing comparative time scheduling of numbers of days 31

planed & actual work

IX. Normal distribution 41

X. A chart showing the components of hypothesis 45

XI. SCREE PLOT showing the Eigen values according to the Components 53

XII. Result of all test all at a glance 57

XIII. A Pie chart to described Builder satisfaction in product coverage 58

XIV. Bar graph to described different types of builders satisfaction in product 59

coverage

XV. A Pie chart to described Builder satisfaction in product longevity 60

XVI. Bar graph to described different types of builders satisfaction in product 61

longevity

XVII. A Pie chart to described Builder satisfaction in product quality 62

XVIII. Bar graph to described different types of builders satisfaction in product 63

quality

XIX. A Pie chart to described Builder satisfaction in value for money of APL 64
product

XX. Bar graph to described different types of builders satisfaction in value for 65
money of APL product

XXI. A Pie chart to described Builder satisfaction in product range of APL 66

XXII. Bar graph to described different types of builders satisfaction in product 67

range of APL product

XXIII. A Pie chart to described Builder satisfaction in pre-selling service of APL 68

 Page |5

List of tables
Table Description of table Page
No. No.
a. Comparative time scheduling of numbers of days planed & 29

actual work

b. Sample size details 38

c. Weight age assumption of Likert scale 42

d. Result of Z-test 48

e. Result of Reliability Analysis 50

f. Result of KMO & Bartlette’s Test for Sphericity 53

g. Total variance explained 54

h. Result of Rotated Component Matrix 55

i. Component extraction from Rotated Component Matrix 56

j. Percentage of responded builders in coverage of APL product 58

k. Percentage of responded builders in longevity of APL products 60

l. Percentage of responded builders in Quality of APL product 62

m. Percentage of responded builders in value for money of APL 64

products

n. Percentage of responded builders in products range of APL 66

o. 68
Percentage of responded builders in pre-selling services of APL

p. Percentage of responded builders in the post-selling services of 70

APL

q. Percentage of responded builders in Knowledge about texture 72

finish
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 Page |7

Executive Summary
1. Introduction: -

Customer Satisfaction is the buzzword used by the business people for the
success of organization in the present days. Due to the increases of heavy
competition in every product –line it become difficult for the companies to
retain the customers for longer time. So retain the customer for longer time
the marketer has to do only one thing i.e. customer satisfaction .If customer
is fully satisfied by the product it not only rub the organization successfully
but also fetch many benefits for the company.

This research is a hypothesized study which was conducted to measure the

Builders satisfaction level towards the project sales division of Asian paints.
This research was conducted in Kolkata. This project was done during the
period of 15 May 2010 to 15 July 2010.

2. Aim and objectives: -

Aim of this project is to find out satisfaction level of builders towards the
APL Company and also categories the builders according to company’s level
plan.

3. Methodology: -

To meet the research objectives, following activities have been performed.

1. An extensive search of relevant literature from news articles, internet,

books. This step guided the development of the methods and
instruments for collecting data.
 Page |8

2. Designing the questionnaire.

3. Survey has been carried out by face to face interviews with the
questionnaire.
4. The Survey was included both by quantitative, forced-choice or close
ended questions, qualitative and open-ended questions. Analysis was
done on the basis of the information gathered at the time of interview.
4. Finding and recommendation:-

It seems self evident that companies should try to satisfy their

Builders. Satisfied builders usually return and buy more; they convey

other builders about their experiences and make them loyal towards

the company. The different strategies have to be followed by Asian

paints, consists of Customer relationship management, strategy to

provide better facility and strategy to provide better after sales service

to builders.

CRM as a tool was used to create positive word-of-mouth, to monitor

customer experiences and generate referrals. A series of CRM

activities were implemented with regular direct communication,

customer satisfaction surveys, events, festive offers, rewards program,

etc.
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Company profile
1. Introduction:-

Asian Paints is India's largest paint company and ranked among the top ten
Decorative coatings companies in the world with a turnover of INR 66.80
billion. Asian Paints along with its subsidiaries have operations in 17
countries across the world with 23 paint manufacturing facilities, servicing
consumers in 65 countries through Berger International, SCIB Paints –
Egypt, Asian Paints, Apco Coatings and Taubmans.

2. Vision:-

Asian Paints aims to become one of the top five Decorative coatings
companies world-wide by leveraging its expertise in the higher growth
emerging markets. Simultaneously, the company intends to build long term
value in the Industrial coatings business through alliances with established
global partners.

3. History:-

Today:-
Asian Paints becomes the 10th largest decorative paint company in
the world
 P a g e | 11

Asian Paints is more than twice the size of its nearest competitor
It is one of the most admired companies in India
Present in 22 countries with 27 manufacturing locations, over 2500
SKU's, Integrated SAP - ERP & i2 - SCM solution
Rated Best Employer by BT-Hewitt survey, 2000 Bluest of the blue
chips by Hindu Business Line; Most admired company to work for by
ET-BT survey, 2000
On the recommendations of Booz, Allen and Hamilton, Asian Paints
restructured itself into Growth, Decorative and International
business units and adopted SCM and ERP technology
Asian Paints aims to become the 5th largest decorative paint
company in the world.

1967
Asian Paints emerges as India's leading paint company ahead of any
international competition.
1957 - 66
The family-owned company makes the transition to a professionally
managed organisation.
British company Balmer Lawrie rejects the products of a giant British
paint company in favour of Asian Paints.
Asian Paints embarks on an ambitious grassroots marketing campaign,
partnering with thousands of dealers in small towns all over India.
1954
Asian Paints mascot, Gattu, the mischievous kid, is born.
1945
Asian Paints touches a turnover of Rs. 3, 50,000, with an innovative
marketing strategy "to reach consumers in the remotest corners of the
country with small packs."
1st February, 1942
 P a g e | 12

Armed with little knowledge and great determination, Champaklal H.

Choksey, Chimanlal N. Choksi, Suryakant C. Dani and Arvind R. Vakil

get together to manufacture paint in a garage on Foras Road, Bombay.

They name their company 'The Asian Oil & Paint Company', a name

that they picked randomly from a telephone directory.

1. Human Resources

Asian Paints believes that people are its strongest assets, for a company
can go only as high as its people aim. It is people who innovate and invent,
and who engineer the efficiencies that make a business succeed. It is they
who drive growth and lead to greater heights. At Asian Paints, our human
resources systems are designed to create a focused, performance oriented
and agile company. Talent pools of over 4700 employees employed across
23 countries bring in a unique blend of mindsets and skills.

An open and interactive work culture brings out the best in our people. A
sense of ownership and freedom to experiment at their workplace brings
out creativity and innovation in every individual. Excellent training is
provided to develop leaders and re-strengthen competencies from within
the organization. Besides encouraging achievers from within the
organization, we absorb the best talent from some of the best management
and technology institutes in the country.

We hire people who are best suited to the job and whose personal goals are
in alignment with our corporate purpose. Thus, the task is cut out for every
 P a g e | 13

individual within the framework of result-orientation, market insight,

customer perspective, trust, respect and problem solving.

The commitment of our people and their sense of discipline and ownership
continue to drive growth for our company.
 P a g e | 14

Objectives
“Knowledge must not be confined to ivory towers;
but step out and find practical applications”

1. Primary Objective: -

Mapping of Builders :- Find out new builders group name, Key

person of that builder group( contact number& office address),
Ongoing projects name and location, total painting area (External &
Internal) , number of project already done and average per year to
distinguish the Builders according to its capacity and also
distinguish the project according to project situation (Hot ,Warm &
Cold).
Satisfaction of Builders for Asian paints project sales
division: - Identify the builder’s satisfaction level towards Asian
paints product quality, coverage, longevity, pricing, pre & post
selling service.

2. Secondary Objective: -

Identify the following:-

Kind of services expected by builders from a paint company.
 P a g e | 15

Strengths/Weakness of Asian paints Company.

Type of services provided better by the competitor.
Nearest competitor of Asian paints in builder section.
 P a g e | 16

What is paint?
Definition:-

Paint is a pigmented material which when applied to a surface

forms a solid opaque coating under normal conditions of
atmospheric temperature or elevated temperature.
Paint is a solid / fluid material which when spread over a surface
in the form of a thin layer will form a solid, adherent, cohesive dry
film in transparent / opaque form.
Paint is a coating which makes a film over the surface and
protects the surface from internal and external environment and
decorates the surface.

Purpose of painting:-
To protect the surface.
To decorate the surface.
To hide the surface.
Aesthetics & Identity

Components of paints:-
Pigment
Binder
Solvent
Additives
 P a g e | 17

The important features required for each of these components will

be discussed below.

Pigments: -
By pigments we mean the insoluble solid substances, supplied in
fine particles sizes which give the dried paint film its desired color,
hiding and other optical properties and also to confer increased
hardness, durability and protective properties.
Pigments have also been found to affect the consistency and the
application properties of the paints consistency and the application
properties of the paints considerably.
Vehicle: -
Vehicle, which is also called Binder or medium for paints, is the
firm forming material; which binds the pigments and keeps them
in suspension in a film.
These clear media are of considerable importance, since they
control to a great extent many of the fundamental properties of
the coating.
To ease and manner of application; speed of dying under various
conditions and properties like protection against corrosion and
resistance to different chemicals are all largely dependent on the
other type of medium used.
Vehicle can be broadly classified into two- non synthetic type and
synthetic type. Non-synthetic medium for paints may be either a
processed or unprocessed drying type vegetable oil or a
varnished medium made by cooking vegetable oil with naturally
occurring resin.
Synthetic resins are made by the interaction of different
chemicals and sometimes these are modified by naturally
occurring materials like vegetable oils or rosin (naturally
occurring resin).
The synthetic resins are tailor made materials and are designed
to suit the requirements desired. Often more than one synthetic
medium are in use of synthetic enamel to meet different
performance requirements desired in the product.
Solvent: -
It might be assumed that because the solvents of paint are
ultimately lost evaporation, their importance is small relative to
that of the other ingredients. In practice, considerable knowledge
 P a g e | 18

of the properties of the volatile ingredients of paints is essential

in order to formulate the wide variety of finishes.
For convenience of study the solvents may be classified into
several classes and this classification may be done in a number of
ways.
One type of classification may be done on the basis of “solvent
power “. The solvent power as a solvent for a solute is its ability
to dissolve the solute.
A solvent has maximum solvent power when it dissolves a solute
as completely as possible, over a wide range of concentration.
As per this classification lacquer thinners are mixtures of “true
solvents” “latent solvent” and “diluents”.
A latent solvent is defined as a volatile ingredient added to a
lacquer which, although it is not solvent for the principle film
forming polymer and is added for the purpose of reducing the
cost or increasing the solvent power of the solvent mixture.

Additives: - Besides the three main categories of ingredients, paint

can have a wide variety of miscellaneous additives, which are usually
added in very small amounts(1 - 4 gm in 100 gm of paint) and yet give
a very significant effect on the product. Some examples include
additives to modify surface tension, improve flow properties, improve
the finished appearance, increase wet edge, improve pigment
stability, impart antifreeze properties, control foaming, control
skinning, etc. Other types of additives include catalysts, thickeners,
stabilizers, emulsifiers, texturizers, adhesion promoters, UV stabilizers,
flatteners (de-glossing agents), biocides to fight bacterial growth, and
the like.They are available in all stages of paint making -
Processing : Wetting, Dispersing agents
Application : Thixotropic Additives (for making thick structure
prevents sagging)
Storage : Anti- skinning agents
Performance : Biocides
 P a g e | 19

Painting Surface

Figure I

Factors of good Paint

 P a g e | 20

Figure II

The Indian paint industry

The market size of the Indian paints sector has been pegged at Rs 170
billion in value terms and is very fragmented.

While in value terms, the industry grew by 17% to 18% in FY09, in

volume terms, the growth stood at 9% year over year, the lowest in
the last five year.

The per capita consumption of paints in India stands at 0.5 kg per

annum as compared to 1.6 kg in China & 22 Kg in developed
economies. India’s share in the world paint market is just 0.6%.

The unorganized sector controls around 35% of paint market, with the
organized sector accounting for the balance. In the unorganized
segment, there are about 2000 units having small and medium sized
paints manufacturing plants.
 P a g e | 21

The unorganized sector has historically been dominant due to the high
excise structure.

Over the last five years, the excise rates have come down drastically
from 40% to 18% resulting in erosion of the unorganized sector’s
share.

The paint industry is characterized by low fixed assets intensity but

high working capital intensity. The main investments are in brand
building and distribution infrastructure.

New trends are emerging in technology and marketing. Introduction of

Tinting Machine at the dealer / retailer level will bring down working
capital costs.

Also new technology is being used for increasing the utility and
lifespan of paints. Indian industry will have to keep pace with global
technological changes to maintain their competitiveness.

Already a few alliances have been entered into and the number is
likely to increase in the future.

The outlook for the industry is positive especially given the good
prospect for automotive and white goods industry.

Moreover, housing is expected to grow rapidly on the back of rising

incomes and government incentives. The supply situation remains a
cause for concern and will keep prices under check. The key to
success will be innovative marketing.

The Paint Market

The utility of paints have evolved from a decorative use to surface
protection also known as surface coatings, paints can be classified on the
basis of end use, solvent system and solid content.

End use classification:- paints can be classified as

Decorative/architectural paint
Industrial paints and automotive coating.
Decorative Paints: Decorative paints account covers almost 70% of
the overall paint market in India. In this segment Asian paint has been
 P a g e | 22

a leader for almost four decades. Decorative paints include wall

finishes, for interior & exterior uses, examples, wood finishes &
ancillary products such as primers, putties, etc.

Industrial Coatings: An industrial coating is paint or coating defined

by its protective, rather than its aesthetic properties, although it can
provide both. The most common use of industrial coatings is for
corrosion control of steel or concrete. The most common polymers
used in industrial coatings are polyurethane, epoxy and moisture cure
urethane. Industrial coatings have a moderate growth rate than
decorative coating, led by the growth in automotive original
equipment sector, powder coatings & protective coatings. Industrial
coatings are classified into automotive & non-automotive coatings.
While Asian paints Industrial coating Ltd. (APICL) services the powder
coating segment, Asian paints Ltd. caters to be remaining non-auto
industrial coatings segments.

Solvent based classification: - This includes paints which use

petro products or water as the main solvent. Water based paints are
gaining popularity due to their environment friendliness.
Solid content: - Can be classified as liquid or solid (powder) paints.
Powder coatings find application mainly in the white foods industry.

The paint market segmentation

Decorative or architectural paints: - Decorative or architectural

paints cover mainly the housing sector. Decorative or architectural paints
can be differentiated into
 P a g e | 23

Premium segments: - (40%) Premium decorative paints are acrylic

emulsions used mostly in the metropolitan cities.
Medium segments: - (40%) The medium range consists of enamels,
popular in smaller cities and towns.
Distemper segments :- ( 20%) Distempers are economy products
demanded in the suburban and rural markets.

Figure III

NOTE: - Decorative paints sold in India covers 40% Premium segment,

40% Medium segment and 20% of all are Distempers segment and it is
here that the unorganized sector has dominance. Key success factors in
the decorative paints segment:

Brand equity
a wide range of shades
distribution strength efficient working capital management

Industrial paints: - Industrial paints can be differentiated into:

Automotive Paints - 50%
High Performance Coating - 30%
Powder Coating - 10%
Coil Coating - 5%
Marine Paints - 5%

Figure IV

NOTE:- Industrial paints sold in India covers 50% Automotive paints ,

30% High performance coating paints ,10%Powder coating paints, 5%Coil
coating paints , 5% Marine coating paints.
 P a g e | 24

Figure V
 P a g e | 25

Concept of builders
1. Definition:-
A builder is responsible for the construction of masonry structures.
Their work can involve sheet rock, ceramic tile, painting, personnel
deal with material estimates and labor projections.

2. Generally Builders are performing the following tasks:

Examine and interpret client’s plan or arrange the drawing of plan to
meet the building regulations.
Submit tenders (offers to do jobs at a stated price), quote the prices
for the project.
Arrange submission of plans to local authorities for approval and
arrange inspections of building work.
Organize subcontractors to carry out all stages of building work and
negotiate rates.
Calculate quantities of material required for building projects and
order these from building suppliers or advertise for tenders.
Arrange delivery times of materials to coincide with various stages of
the building process.
Supervise the work of subcontractors to make sure buildings are of an
acceptable standard and are proceeding according to time schedule.
3. How builders work:-
Builder visits the site to learn more about it, talks with the architect
who designed the project about the plan and develops an estimate for
the client. The estimate includes all types cost associated with the
project. Laid out a document which reduced the costs so that people
understand how the builder arrived at the estimate. Once the estimate
is approved, the builder starts work.
Builders are the coordinators of the construction site. With the
architect's drawings in hand, they find people to perform all the work,
including establishing foundations, framing, siding, roofing, and
interior finishing such as plumbing, wiring, dry walling and painting .
Builders also handle tasks like ordering supplies, controlling supply
costs, managing waste, confirming that all of the contractors and
 P a g e | 26

employees are qualified for the work, and working with property
inspectors to ensure that the structure meets the building code.
Typically, builder has a large staff so that it can have several projects
underway at once, and the staff includes people experienced in many
different aspects of construction, from lawyers who handle
construction issues to foremen with extensive experience in the field.
The services offered by a builder can vary widely. Many choose to
specialize in particular types of projects, such as Residential &
Commercial Complexes, Office Buildings and Township, Shopping mall,
Hospital, Institution, Clubs & resort, Hospitality sector etc.
Builders often begin their job by helping to obtain building permits and
by surveying land so that they know what to keep in mind while
building on it, such as its drainage and natural vegetation. Once the
builder establishes that the property is ready, building begins! Builders
are on-sight during construction making sure that all of the aspects of
the structure are built properly and according to plan.

4. Types of Builders:-
There many types of builders but for my project I am concern those
builders who construct masonry structure. According to my project I
differentiate the builders in basis of their working process and Asian
paints Company segmented the builders on the basis of their capacity
for betterment of their service.

Figure VI

Fig: - showing types of builders

According to their working process

Project builders: Project builders generally:-
Have a number of different houses being constructed at one
time.
Have a team of salespeople to negotiate the building deal.
Offer the home buyer access to a design service.
Offer house and land packages and possibly finance.
 P a g e | 27

Contract builders: Contract builders generally:-

Offer a more personalized service and custom-built houses.
Remain personally involved with a project from start to finish.
Offer a design service.
According to their Capacity
Key account
Mid rank builders
Small

Key Account:-Those builders come under the key account

Have a number of different Projects constructed.
Have a team of salespeople to negotiate the building deal.
Construct huge size of building constantly.
Construct Residential & Commercial Complexes, Office
Buildings and Township, Shopping mall, Hospital, Institution,
Clubs & resort, Hospitality sector etc.

Example: - Orbit Group, Merlin group

Mid rank builders:-Those builders come under the Mid rank builders
Construct not more than three projects in year.
Construct only Residential & Commercial Complexes.
Remain personally involved with a project from start to finish.

Example: - ADYA Group, Vinyak Builders.

Small:-

Offer a more personalized service and custom built houses.

Construct not more than two projects in year and also not
consistent.
Construct residential flat.
Usually known as promoter.
Remain personally involved with a project from start to finish.
Example: - Rakhee construction.
 P a g e | 28

According to the project condition:-According to project condition

Builders project are segmented in three categories :-
• Ongoing
• Under follow-up
• Closed

Figure VII

Fig: - Different types of project according to their condition

Ongoing: - On going projects are those which are started but not ready for
painting. It is segmented by three categories:-

Starting phase
Under construction
Fully completed

Under follow-up:- Ready for painting but yet not painted for final decision.
It is also segmented by three categories for its time duration:-

Hot (0 – 60 days)
Warm (60-120 days)
Cold (120+ days)

Closed: - Painting job fully completed

 P a g e | 29

Time Scheduling
In this project I have some work plan and its execution. My project is of 60 days,
i.e., 2 months.

Table a

Activities Number of Days Planned Number of days

Actual work

My induction & company profile 1 1

Product knowledge 3 2

Concept of Builders and their working 1 1

style

Questionnaire preparation 1 2

Visit market with PSO 4 3

Builders data collection from 5 4

Sonarpur

Builders data collection from Garia 3 2

Builders data collection from 3 3

Tollygunge

Builders data collection from 11 8

 P a g e | 30

Dumdum

Builders data collection from Paik 3 2

para

Builders data collection from 4 3

Ballygunge

Builders data collection from Hazra 5 5

road

Builders data collection from Barasat 4 3

Grouping the raw data 1 2

Analysis of the data 7 8

Final preparation of the project 6 10

A graph of time scheduling

Figure VIII

Fig: - The graph showing comparative time scheduling of numbers of days

planed & actual work
 P a g e | 31

Research methodology
Research Framework:-

The report has been prepared on the basis of information collected

from different sources. In order to achieve the objective of the project
proper research method was applied. After giving thorough brain storming
 P a g e | 32

session, objectives were selected and the set on the base of these
objectives, a questionnaire was designed giving major emphasis by
gathering new ideas or insight so as to determine and bind out solution to
the problems.

Research Process:-

In this project I had to survey the various location of Kolkata. In my

survey primarily I had to find out the ongoing project work, builders and
project name of that project work, information about the builders and
secondarily the presence of competitor and the other factors that would
facilitate the company.

For these objectives the research methodology that I followed:

Defining the objective

Scope and limitation of the study
Develop the research plan
Determine research design

Identify data types and sources

Research approaches

Research Instruments

Design data collection questionnaires

Determine sample plan and size

Contact methods

Collect the data

Objectives of the study:-

To identify the loyalty of Builders towards Asian paints company.
 P a g e | 33

To identify the key factor of builders satisfaction.

To measure the specific status for satisfaction and dissatisfaction
of builders.
A study on competitive paint market in builders section.
Scope of the study:-
Scope of the study mainly to know the current level of Builders
satisfaction.
Scope of the study mainly to know the loyalty of the Builders
towards the company.
To give suggestion regarding improvement of performance
standard of the Company.
To inform the management about current level.
The data has been analyzed and presented in a simple and
precise way on the basis of which pertinent recommendations
have been made to the company to better the services, policies
and strategies.
Limitations of the study:-
Time limit restricts detailed survey work for this particular topic of
research.
The survey is restricted to the builders who are involved in
project work.
Some Builders have lack of time, so they may not communicate
properly.
This research is geographically restricted to Kolkata only. Hence
the result cannot be extrapolated to other places.
The sample size is small due to the specified reasons.
Findings are based on sample survey.
 P a g e | 34

Research plan:-
Time span – 12.05.2010 to 12.07.2010
Total 8 weeks working.
Actual field working-
1. To identify the project work.
2. To meet Builders directly on the project site or in
their office as their availability.
3. To meet promoters directly on the site.
Introduction and gathered product knowledge – 5 days
Data collection time – 5 weeks & 2 days.
Analysis of the data -1 week.
Final Preparation of project – 1 week.
Research design:- Marketing research can classify in one of three
categories: -

Exploratory research

Descriptive research

Causal research

These classifications are made according to the objective of the

research. In some cases the research will fall into one of these
categories, but in other cases different phases of the same research
project will fall into different categories.

Exploratory research: - has the goal of formulating problems

more precisely, clarifying concepts, and gathering explanations,
gaining insight, eliminating impractical ideas, and forming
hypotheses.
 P a g e | 35

In my project I have used this research. This study is a mix of

explorative and formal methodologies adopting monitoring and
observing to study the Builders.

Descriptive research: - is more rigid than exploratory research

and seeks to describe users of a product, determine the proportion
of the population that uses a product, or predict future demand for a
product.

Causal research: - seeks to find cause and affect relationships

between variables. It accomplishes this goal through laboratory and
field experiments.

Data types and sources: - For this project both primary and
secondary data were the most valuable source of information.

Secondary Data
Before going through the time and expense of collecting primary
data, one should check for secondary data that previously may have
been collected for other purposes but that can be used in the
immediate study. The secondary data was the most important
source for my project to find out the builders. In my project the
secondary data are collected from –
List of builders addresses given from company.
Internet.
Newspaper.
Magazines.
Company web site.
Secondary data has the advantage of saving time and reducing data
gathering costs. The disadvantages are that the data may not fit the
 P a g e | 36

problem perfectly and that the accuracy may be more difficult to

verify for secondary data than for primary data.

Primary data
Often, secondary data must be supplemented by primary data
originated specifically for the study at hand. Primary data are data
freshly gathered for a specific purpose. In my project the source of
primary data is Questionnaire Method.

Research approaches: - From the two data source which I have

mentioned above secondary data are the easiest way to gather and
the cost of collecting this data is very low and easily available from the
respective association.

After collecting the secondary data or information from the

secondary sources then I started collecting primary data from Builders
to narrow down my research. There are basically five ways to collect
data:-

Survey Research: - This method was the most appropriate

way to collect data. The research approach is a widely used
method for data collection and best suited for descriptive type
of research survey includes research instrument like
questionnaire which can be structured and unstructured. And I
have used this method in my project to find out the builders
satisfaction.
Observational Research: - This method was not used by
me in my project, because this survey has no use for me.
Focus-group Research: - This method is also not used by
me in my survey.
 P a g e | 37

Behavioral data:-This method was also not used by me in

my survey.

Research instrument: - There is various way of research

instrument of collecting primary data, the various methods are-

Questionnaires.
Psychological tools.
Mechanical Devices.
Qualitative Measures.
From the above mentioned research instruments I had used only
Questionnaires technique to find out the builders satisfaction
towards Asian paints Company.

Questionnaire Design:-The questionnaire is an important tool for

gathering primary data. Poorly constructed questions can result in
large errors and invalidate the research data, so significant effort
should be put into the questionnaire design. In this project I am
formulated the questionnaire in the following manner:-
At the top of the survey questionnaire was formulated to take
the project details and also builder’s details of that project.
Questionnaire was formulated containing 29 closed ended and
open ended questions.
Out of 29 questions 4 open ended questions and 25 close
ended questions.
Out of 25 questions 2 Dichotomous Questions (The
dichotomous question is generally a "yes/no" question), 7 Rank
Order Scaling Questions and 16 Rating Scale Questions were
there.
 P a g e | 38

Questions were segmented into 4 parts to find out the

satisfaction of builders towards the company, product &
services.
The last part formulated to find out competitive analysis of the
paint market.
It is a total three pages questionnaire.

Sampling Plans: - After deciding the research approach and

instruments, now I had to decide on the sampling plan which was one
of the important task, because from the bunch of people I had to
select only those people (Builders), whom I can target from now
onward .There are three way of sorting the data :-

Sampling Unit: - who is to be surveyed? And now my task was to

define the target population, which will be sampled from the
number of people.
In this project my target population was only various types of
builders.
For finding satisfaction level of the builders I survey three kind
of builders –
a) Key account (those builders comes under key account
who already done huge size of project).
b) Mid rank builders (Done smaller project than key
account).
c) Small or promoter.

Sample Size: - large sample give more reliable result than small
sample, so for this reason I had taken around 70 builders to find out
the proper satisfaction level.
 P a g e | 39

Table b

Unit Numbers
Key account 10 builders
Mid rank builders 25 builders
Small or promoter 35 builders

Sampling Area:- Sample collected from the different parts of

Kolkata and suburb as follows –
Sonarpur
Garia
Tollygunge
Dumdum
Paik para
Ballygunge
Hazra road
Barasat

Contact methods: - After identified the exact location of a builder

my task was how to contact them, and for me there only two ways of
contacting them.

Personal Interview: - this method was the most

appropriate way of survey, because by personal interview
with the help of questionnaire I came to know their feeling
about the Asian paints Company.
 P a g e | 40

Telephone: - This method is also used by me because the

Builders had no time for me and there was no other option to
meet them.
 P a g e | 41

Data Analysis
Sampling method: - The sampling method for this study is as far as
possible Normally Distributed.
 P a g e | 42

Figure IX

The sampling is done kept in mind to achieve some realistic results. The
Qualitative and Quantitative analysis samples were obtained by
Probability Sampling Method (where every sample from the
population of builders has equal chances of being selected). – Simple
Random Sampling. (Samples were randomly selected from the
population of builders).

Scaling:-A scale is a mechanism by which individuals are

distinguished as to how they differ from one another on the variables
of interest of our study.
I have considered Nominal scale (Builders/project name, No. of
project done/ongoing in a year, project type) and the rest is Ordinal
scale. (Product satisfaction parameters, Service satisfaction
parameters and company satisfaction)

Rating scale:-I have used a Likert Scale to examine how strongly

respondents have agreed or disagreed with the statements given in
the Questionnaire on a five point scale with the following anchors:
 P a g e | 43

Table c

STRONGLY AGREE NEUTRAL DISAGRE STRONG

AGREE E LY
DISAGRE
E

5 4 3 1
2

Data analysis and interpretation methods:-The methods followed

for the analysis and interpretation of data are:

Z- Test

Reliability analysis

Factor analysis

Univariate Percentage Analysis

Weighted average method

Z-test: - A Z-test is any statistical test for which the distribution of the

test statistic under the null hypothesis can be approximated by a

normal distribution. Due to the central limit theorem, many test

 P a g e | 44

statistics are approximately normally distributed for large samples.

Therefore, many statistical tests can be performed as approximate Z-

tests if the sample size is not too small.

Population normal, population infinite, sample size may be large or

small but variance of the population is known, Ha may be one-sided or

two-sided:In such a situation z-test is used for testing hypothesis of

mean and the test statistic z is worked our as under:

z=x-μH0σp/n

Reliability analysis: - For using factor analysis to validate a

questionnaire, it is useful to check the reliability of that scale.

Reliability just means that a scale should consistently reflect the

construct it is measuring. One way to think of this is that, other things

being equal, a person should get the same score on a questionnaire if

they complete it at two different points in time.

Factor analysis: - Factor analysis is a statistical method used to

describe variability among observed variables in terms of a potentially

lower number of unobserved variables called factors. By reducing a

data set from a group of interrelated variables into a smaller set of

factors, factor analysis achieves parsimony by explaining the

 P a g e | 45

maximum amount of common variance in a correlation matrix using

the smallest number of explanatory concepts.

Univaraite Percentage Analysis:-refers to a special kind of ratio. It

is used to make comparison between two or more series of data. They

can be used to compare the relative items, the distribution of two or

more series of data, since the percentages reduces everything to a

common base and there by allow meaningful comparisons to be made.

Here only one factor is considered.

percentage=no of respondentstotal respondents ×100

 P a g e | 46

Weighted average method:-This method is a used when the

relative importance of the different items is not the same. The term

weighted stands for the relative importance of the different items. It is

assumed that inventory costs should be assigned on the basis of

average costs of identical units. An average cost unit is determined by

dividing the total costs of the units by the number of units.

The weighted average method is logical when assigning costs to units

that become mixed together, thereby making separate identification

difficult or impossible.

The formula is:

X = WXW

Where; D

X = Weighted Arithmetic mean

X = Frequency or no of response dents

W = Weighted allotted to each factor

Hypothesis Testing
 P a g e | 47

Flow of Hypothesis:-

Figure X

Fig: - Showing the components for hypothesis

Assumption for Hypothesis:-

Hypothesis 1:-
Null hypothesis = H0 = Builders are not satisfied with the
coverage of Asian paints products.
Alternative hypothesis = H1 = Builders are satisfied with the
coverage of Asian paints Products.
Hypothesis 2:-
Null hypothesis = H0 = Builders are not satisfied with the
longevity of Asian paints products.
Alternative hypothesis = H1 = Builders are satisfied with the
longevity of Asian paints products.
Hypothesis 3:-

Null hypothesis = H0 = Builders are not satisfied with the

Quality of Asian paints Products.
Alternative hypothesis = H1 = Builders are satisfied with the
Quality of Asian paints Products.
Hypothesis 4:-
Null hypothesis = H0 = Builders are not satisfied with the value
for money of Asian paints products.
Alternative hypothesis = H1 = Builders are satisfied with the
value for money of Asian paints Products.
Hypothesis 5:-
Null hypothesis = H0 = Builders are not satisfied with range of
products of Asian paints.
 P a g e | 48

Alternative hypothesis = H1 = Builders are satisfied with

range of products of Asian paints.
Hypothesis 6:-
Null hypothesis = H0 = It is insignificant that painted by APL
product increase the value of builders project.
Alternative hypothesis = H1 = It is significant that painted by
APL product increase the value of builders project.

Hypothesis 7:-
Null hypothesis = H0 = Reputation of the Asian paints
company plays insignificant role in project sales division.
Alternative hypothesis = H1 = Reputation of the Asian paints
company plays significant role in project sales division.
Hypothesis 8:-
Null hypothesis = H0 = Easy doing business plays insignificant
role in project sales division.
Alternative hypothesis = H1 = Easy doing business plays
significant role in project sales division.
Hypothesis 9:-
Null hypothesis = H0 = Asian paints is unreliable brand to
builders.
Alternative hypothesis = H1 = Asian paints is reliable brand to
builders.
Hypothesis 10:-
Null hypothesis = H0 = Asian paints is not preferable brand to
builders.
Alternative hypothesis = H1 = Asian paints a preferable brand
to builders.
Hypothesis 11:-
 P a g e | 49

Null hypothesis = H0 = Builders are satisfied with the pre-

selling services of Asian paints.
Alternative hypothesis = H1 = Builders are dissatisfied with
the pre-selling services of Asian paints.
Hypothesis 12:-
Null hypothesis = H0 = Builders are dissatisfied with the post-
selling services of Asian paints.
Alternative hypothesis = H1 = Builders are satisfied with the
post-selling services of Asian paints.
Hypothesis 13:-
Null hypothesis = H0 = Delivery on time plays a insignificant
role in builder section
Alternative hypothesis = H1 = Delivery on time plays a
significant role.

Z Test
Table d

Statement of Hypothesis Sampl Standard Test Z Hypoth

e mean deviation statistic. critic esis
(x̄) Of the Applied al
Sample(σ ) Status
Z TEST
α=0.
05

H1 = Coverage is one kind of 3.72 1.14 1.84 1.64 H0

measurement by which how much
Rejected
color required to make film in a
surface in stipulated area can be
determine.

• H0 = 3
• H1 > 3

H2= Longevity of paints means 3.82 0.99 6.96 1.64 H0

life of the paints.
Rejected
• H0 = 3
• H1 > 3
 P a g e | 50

H3= Quality of is a very important 4.01 0.95 8.85 1.64 H0

things of paints.
Rejected
• H0 = 3
• H1 > 3

H4 = Pricing based on quality. 4.08 0.06 18 1.64 H0

• H0 = 3 Rejected
• H1 > 3

H5 = Product range plays an 3.81 0.068 11.91 1.64 H0

important role in satisfaction of
Rejected
builders towards APL.

• H0 = 3
• H1 > 3

H6 = Product itself increase the 4.12 0.06 18.66 1.96 H0

value of the project of builders.
Rejected
• H0 = 3
• H1 ≠ 3

H7 = Company reputation plays 3.50 0.08 6.25 1.94 H0

an important role in builders
Rejected
section.

• H0 = 3
• H1 ≠ 3

H8 = Doing business with APL 3.31 0.08 3.87 1.94 H0

from builders point of view is
Rejected
easy.

• H0 = 3
• H1≠3

H9 = Brand which is reliable to 3.02 0.22 7.09 1.64 H0

the builders.
Rejected
• H0 = 3
• H1 > 3
 P a g e | 51

H10 = Builders want to use this 3.18 0.16 8.06 1.64 H0

brand and preferred others
Rejected
builders.

• H0 = 3
• H1 > 3

H11 = Presales service plays a 3.8 0.074 10.81 1.64 H0

significant role in the purchase of Rejected
APL product.

• H0 = 3
• H1 > 3

H12= After sales service plays a 3.15 1.34 0.93 1.64 H0

significant role in the purchase of
Accepte
APL product.
d
• H0 = 3
• H1 > 3

H13= Delivery on time plays a 3.35 0.22 4.59 1.96 H0

significant role in the purchase of
Rejected
APL product.

• H0 = 3
• H1 ≠ 3

Reliability Analysis
The reliability of each scale was assed via ‘item to total correlation ( a
method used to understand the reliability of a particular measure where in
the responses of individual item in the measure and the sum total of the
responses of all the items in the same measure are tested for correlation)
and Cronbach coefficient alpha. The results of the reliability analysis are as
follows:-
Table 2

Scale Items Scale Scale Correct Squared Alpha if

Mean if Varian ed Multiple item
item ce if item – correlati deleted
delete item Total on
d delete correla
 P a g e | 52

d tion
Product Coverage 21.756 21.441 .5361 0.3435 .8017
9 7
longevity .5492 0.3093 .7996
20.716 19.825
Quality .5750 0.3553 .7955
5 0
Value for money .4944 0.2724 .8066
21.345 20.410
Product range 0 5 .5715 0.3370 .7962
21.408 20.942 .7988
8 2

20.971 20.639
6 3

About Value 21.251 20.450 .5973 0.3886 .7928

compan 7 7
Reputation .4185 0.2440 .8185
y
20.506 21.176
Easy doing .6061 0.3988 .7908
8 1
business
.6187 0.3981 .7906
20.960 19.938
Reliable
3 5 .6190 0.3949 .7905
preferred
15.865 17.614
0 1

15.168 17.737
4 0

Service Post selling 15.811 20.736 .3999 0.1665 .8239

s 4 0
Pre selling .6067 0.3844 .7937
15.642 18.808
Delivery on time .5768 0.3504 .7980
9 6
Durability
15.215 18.718
9
 P a g e | 53

Overall Alpha – 0.8234

Interpretation of Reliability analysis:-

SPSS output shows the results of this reliability analysis for the fear
putting subscale. The values in the column labeled corrected Item-
Total Correlation are the correlations between each item and the total
score from the questionnaire. In a reliable scale all items should
correlate with the total.
So, I am looking for items that don’t correlate with the overall score

from the scale: if any of these values are less than about 0.3 then

problems will arise because it means that a particular item does not

correlate very well the scale overall. Items with low correlations may

have to be dropped. For these data, all data have items-total

correlations above 0.3, which is encouraging.

The values in the column labeled Alpha if item deleted are the values

of the overall α if that items isn’t included in the calculation. As such,

they reflect the change in Cronbach’s α that would be seen if a

particular item were deleted. The overall α is 0.823 and so all values

in this column should be around that same value.

What I am actually looking for is values of α greater than the overall

α . If the deletion of items increases Cronbach’s α then this means

that the deletion of that item improves reliability. Therefore, any items
 P a g e | 54

that result in substantially greater values of α than the overall α may

need to be deleted from the scale to improve its reliability.

None of the items here would substantially affect reliability if they

were deleted. The worst offender is question about post selling

services: deleting this question would increase α from 0.823 to 0.824.

Nevertheless this increase is not dramatic and both values reflect a

reasonable degree of reliability.

Finally, and perhaps most importantly, the value of Alpha at the very

bottom is Cronbach’s: the overall reliability of the scale. In this case

α is slightly above 0.8 and is certainly in the region indicated by Kline,

so this probably indicates good reliability.

Factor analysis
As the first step in examining the validity of each measure,

explanatory factor analysis was employed using SPSS17.

All the items of all the measures were factor analyzed together to test

convergent and discriminate validity of the measures.

The items were subjected to principal component analysis (with

Varimax Rotation).

The factor loading represented the correlation between the items with

the construct (Hair et al, 1992).

 P a g e | 55

In component analysis, only the factor having Eigen values greater

than 1 was considered significant (Hair et al, 1992). A minimum value

of 0.40 was used to indicate the loading of any factor. The results of

factor analysis are presented here:-

Before doing a Factor Analysis; one must test the total

variables considered through a K.M.O. test.

This test shows us whether I have data adequacy for

factor analysis or not.

Again we also take into account the Bartlette’s Test for

Sphericity.

This state’s whether the intercorrelation matrix did

come from a population in which the intercorrelation

matrix is an identity matrix or not. The results for this

test are as follows:-

Table f

KMO and Bartlett's Test

Kaiser-Meyer-Olkin Measure of Sampling .711

Adequacy.

Bartlett's Test of Approx. Chi-Square 3067.6

Sphericity 45

df .378

Sig. .000
 P a g e | 56

Sample size
The K.M.O value of 0.711 indicates that the condition is “good” for further
tests to be carried out.

Bartlett’s test
This tests whether the correlations between questions are sufficiently large
for factor analysis to be appropriate. In this case it is significant (x2 (378) =
2989.77, p < .001 indicating that the correlations within the R-matrix are
sufficiently different from zero to warrant factor analysis

Now I have the SCREE PLOT showing the Eigen values according to the
Components that are being considered for the Factor Analysis:-

Figure XI
 P a g e | 57

Communalities

Initial Extraction

ID 1.000 .745

Coverage 1.000 .804

Longevity 1.000 .861

Quality 1.000 .635

Value for money 1.000 .499

Product range 1.000 .479

Company value 1.000 .656

Company reputation 1.000 .672

Easy doing business 1.000 .775

Reliability 1.000 .580

preferred 1.000 .364

Pre selling services 1.000 .693

Post selling services 1.000 .518

Delivery on time 1.000 .605

Extraction Method: Principal Component Analysis.

Table 0
 P a g e | 58

Total Variance Explained

Co Initial Eigenvalues Extraction Sums of Squared Rotation Sums of Squared

mp Loadings Loadings
on
Total % of Cumulati Total % of Cumulati Total % of Cumulati
ent
Variance ve % Variance ve % Variance ve %

1 4.113 29.376 29.376 4.113 29.376 29.376 2.475 17.679 17.679

2 1.319 9.424 38.800 1.319 9.424 38.800 2.120 15.140 32.819

3 1.269 9.065 47.865 1.269 9.065 47.865 1.932 13.800 46.619

4 1.097 7.838 55.703 1.097 7.838 55.703 1.232 8.799 55.418

5 1.088 7.770 63.473 1.088 7.770 63.473 1.128 8.055 63.473

6 .913 6.521 69.994

7 .824 5.884 75.878

8 .734 5.244 81.122

9 .708 5.057 86.178

10 .643 4.595 90.773

11 .414 2.961 93.734

12 .396 2.829 96.563

13 .251 1.793 98.356

14 .230 1.644 100.000

Extraction Method: Principal Component Analysis.

 P a g e | 59

Extraction
SPSS has extracted 5 factors based on Kaiser’s criterion of retaining factors
with eigenvalues greater than 1.Kaiser’s criterion is accurate when there
are less than 30 variables and the communalities after extraction are
greater than 0.6. For these data, there are 14 variables and the mean
communality is 0.635 so extracting five factors are warranted.

Table h

Rotated Component Matrixa

Component

1 2 3 4 5

ID -.670 .053 -.126 .275 .006

Coverage .413 -.723 .018 -.036 .331

Longevity .240 .240 .249 .311 .766

Quality .634 .029 -.311 -.319 -.181

Value for money .610 .176 .054 .219 -.213

Product range .554 -.124 .215 .082 -.323

Company value .726 .258 .051 -.243 -.030

Company reputation .007 .873 -.116 -.020 .031

Easy doing business .161 .392 .558 -.509 .159

Reliability .678 -.085 .295 .158 -.029

preferred .318 .504 .306 .213 -.177

Pre selling services .055 .090 -.492 -.052 .363

Post selling services .265 .391 -.542 .021 .035

Delivery on time .059 -.031 -.043 .513 -.125

Extraction Method: Principal Component Analysis.

a. 5 components extracted.
 P a g e | 60

Note
Five factors have been extracted, based on my criterion that only factors
with eigenvalues of 1 or more should be extracted. Cumulative percentage
of variance explained column extracted five factors together account for
63.4% of the total variance (Information contained in the original ten
variables).

Extraction
Looking at the pattern matrix and using loading greater than 0.4 as
recommended by Stevens, we see the following pattern:-
Table i

Component Component Component Component Component

1 2 3 4 5
Coverage Company Easy doing Delivery on time Longevity
reputation business

Quality preferred

Value for money

Product range

Company value

Reliability

Thus, I conclude that

Component 1 leads to:-
Company value (0.726)
Component 2 leads to:-
Company reputation (0.873)
Component 3 leads to:-
Easy doing business (0.558)
Components 4 leads to:-
Delivery on time (0.513)
 P a g e | 61

Components 5 leads to:-

Longevity (0.766)
Interpretation of factor analysis
By this factor analysis, I am able to know above five components have
maximum importance to increase the satisfaction level of builders.
Therefore, the above five factor/component have significant effect in the
satisfaction level of builders and each of the factor is inversely proportional
to the satisfaction level. So, emphasizing the above factor leads to improve
the satisfaction level of builders.
 P a g e | 62

Result at a glance

Figure XII

Test Reason Result

The entire null
hypothesis (H0) are
rejected accept after
Z test sell services (H12).
It means the builders
are not satisfied with
the after sell

The questioner is
Reliability
fully reliable.
Analysis

Five factor extracted

those are Company
Factor value, Company
analysis reputation, Easy doing
business, Delivery on
time and Longevity.
 P a g e | 63

Builder satisfaction in coverage

of APL Products
Table j

Options Respondents Percentage

Satisfied 39 55.7%
Fully satisfied 15 21.4%
Neutral 3 4.2%
Dissatisfied 8 11.4%
Fully dissatisfied 5 7.14%
Total 70 ≅ 100%

Interpretation:-
Figure XIII
55.7% of builders
are satisfied with
the coverage of
Comments: - Most of the respondents (Builders) approached were satisfied
APL Products.
with the coverage of APL Products. 21.4% of builders
are fully satisfied
Satisfaction of different types of with the
coverage of APL
products.
builders with the coverage of APL Very negligible
numbers of
products builders are
dissatisfied
(11.4%) and fully
dissatisfied
Figure XIV (7.14%).
4.2% of builders
are neutral to
Interpretation:-
 P a g e | 64

50% of key account builders, 60% of mid rank builders & 54% of small
promoter are satisfied with coverage of APL products.
20% of key account builders, 24% of mid rank builders & 20% of small
promoter are fully satisfied with coverage of APL products.
Very small amount of builders are dissatisfied and fully dissatisfied
with the coverage of APL products.
Most of the builders are satisfied with the coverage of APL products.

Builders satisfaction in longevity

of APL Products
Table k

Options Respondents Percentage

Satisfied 32 45.7%
Fully satisfied 22 31.4%
Neutral 8 11.4%
Dissatisfied 5 7.1%
Fully dissatisfied 3 4.2%
Total 70 Interpretation:-
≅ 100%
46% of builders
are satisfied &
31% of builders
Figure XV
are fully
satisfied with
the longevity of
Comments: - Most of the respondents (Builders) approached were satisfied
APL products
with the longevity of APL products.
longevity.
11% of builders
are neutral to
give their
suggestion.
7.1% and 4.2%
of builders are
 P a g e | 65

Satisfaction of different types of

builders with the longevity of APL
products

Figure XVI

Interpretation:-

In key account 40% builders are satisfied, 20% are builders fully
satisfied, 20% are builders neutral, 10% builders are dissatisfied & 10
% builders are fully dissatisfied with the APL products longevity.
In Mid rank builders account 48% builders are satisfied, 32% builders
are fully satisfied, 12% builders are neutral, 8% builders are
dissatisfied & 4% builders are fully dissatisfied with the APL products
Longevity.
In account of small promoter 46% builders are satisfied, 34% builders
are fully satisfied, 9% builders neutral, 6% builders are dissatisfied &
3% builders fully dissatisfied with the APL products longevity.
Most of the builders are satisfied with the APL products longevity.

Builder satisfaction in Quality of

APL Products
Table 0

Options Respondents Percentage

Satisfied 56 80%
Fully satisfied 8 11.4%
Neutral 5 7.1%
Dissatisfied 1 1.4%
 P a g e | 66

Fully dissatisfied 0 0%
Total 70 ≅ 100%

Interpretation:-

80% builders
Comments: - It seems all builders feel that quality ofare
APLsatisfied
products &
is great.
11.4% builders
are fully
satisfied with
quality of APL
Satisfaction of different types of products.
Only 1.4%
builders with the Quality of APL builders are
not satisfied
products with the APL
products
quality.
Figure XVIII 7.1% of
builders are
Figure XVII
Interpretation:-

In key account 60% of builders are satisfied, 30% of builders are fully
satisfied, 10% of builders are neutral and not a single builders are
dissatisfied with the quality of APL products.
In Mid rank builder account 80% of builders are satisfied, 8% of
builders are fully satisfied, 8% are neutral and not a single builders are
dissatisfied or fully dissatisfied with the quality of APL products.
It seems most of the builders feel that the qualities of APL products are
never make them dissatisfied.
 P a g e | 67

Builder satisfaction in value for

money of APL Products
Table m

Options Respondents Percentage

Satisfied 32 45.71%
Fully satisfied 11 15.71%
Neutral 23 32.86%
Dissatisfied 3 4.29%
Fully dissatisfied 1 1.42%
Total 70 ≅ 100%

Interpretation:-
Figure XIX
45% of
builders are
Comments: - In this category, a huge numbers of builders felt to
satisfied with
understand the exact meaning of value for money, sothe
thatvalue
they give
of neutral
suggestion. money of APL
products.
A huge number
Satisfaction of different types of of builders
give neutral
builders with the value for money (32%)
suggestion in
of APL products this category.
A negligible
numbers of
builders

Figure XX
 P a g e | 68

Interpretation:-

In key account 70% builders are satisfied, 20% builders are fully
satisfied and 10% of builders are dissatisfied with the value for money
of APL products.
In Mid rank builders account 52% of builders satisfied, 16% are fully
satisfied, 24% are neutral and 4% are dissatisfied.
There is certain fall in satisfied and fully satisfied level from key
account to small promoter. It seems most of the key account builders
are satisfied but the small promoters are not as much satisfied like key
account.

Builder satisfaction in products

range of APL
Table n

Options Respondents Percentage

Satisfied 40 57.14%
Fully satisfied 11 15.71%
Interpretation
Neutral 15 21.42%
57% builders
Dissatisfied 3 4.28%
are satisfied
Fully dissatisfied 1 with1.42%
the
products range
Total 70 ≅ 100%
of APL.
16% of
builders are
fully satisfied,
Figure XXI
21% are
neutral, and
4% are
Comments:-It seems APL has satisfactory number of products range which
dissatisfied
makes builders easy to choice in their project work.
while 1.42% is
fully
 P a g e | 69

Satisfaction of different types of

builders with the products range
of APL

Figure XXII

Interpretation:-

In key account 40% of builders are satisfied, 20% are fully satisfied,
30% are neutral and 10% are dissatisfied.
60% of mid rank builder are satisfied, 20% are fully satisfied, 16% are
neutral and 4% are dissatisfied with the products range of APL.
Satisfaction level of key account is less than the satisfaction level of
mid rank builders and small promoters.

Builder satisfaction in pre-selling

services of APL
Table o

Options Respondents Percentage

Satisfied 50 71.42%
Fully satisfied 10 14.28%
Neutral 0 0
 P a g e | 70

Dissatisfied 7 7.14%
Fully dissatisfied 3 4.28%
Total 70 ≅ 100%

Interpretation:-
Figure XXIII
71% of builders
are satisfied &
14%
Comments:-It seems pre-selling services of APL make are fully
builders satisfied.
satisfied with
the pre-selling

Satisfaction of different types of service of APL.

7% of builders

builders with the pre-selling and 4% of

builders are

services of APL dissatisfied or

fully
dissatisfied.

Figure XXIV

Interpretation:-

In key account 70% builders are satisfied, 10% are fully satisfied while
20% are dissatisfied with the pre- selling services of APL.
Pre-selling service is not adequate with the small promoters. It seems
that company not gives much importance to the small promoters as
what they give the key account and mid rank builders.
In Mid rank builders account 84% of builders are satisfied while 16%
are fully satisfied.
 P a g e | 71

Satisfaction of different types of

builders with the post-selling
services of APL
Table p

Options Respondents Percentage

Satisfied 15 21.42%
Fully satisfied 14 20%
Neutral 19 27.14%
Dissatisfied 12 17.14%
Fully dissatisfied 10 14.28%
Total 70 ≅ 100%

Interpretation:-
Figure XXV
In this category,
21% builders are
Comments: - Dissatisfaction and fully dissatisfaction level are
satisfied high in this
and
category related to other categories. 20% are fully
satisfied.
Builder satisfaction in post- 17% builders are
dissatisfied and
selling services of APL 14% builders are
fully dissatisfied
while 27% are
neutral to give
Figure XXVI
their
suggestion.
 P a g e | 72

Interpretation: -

In key account 30% of builders satisfied, 10% are fully satisfied, 20%
are neutral while 20% each in dissatisfied and fully dissatisfied
category.
In mid rank builders account 20% are satisfied, 16% are fully satisfied,
36% are neutral, 12% are dissatisfied while 16% are fully dissatisfied.
In small promoter category 20% of builders are satisfied, 26% are fully
satisfied, 23% are neutral, 20% are dissatisfied while 11% are fully
dissatisfied.

Knowledge about texture finish

Table q

Options Responde Percentage

nts

Yes 11 16%
No 59 84%
Total 70 100 %

Interpretation:-
Figure XXVII
16% of builders have
knowledge of
Comments:-
texture finish while a
Majority of the builders are not introduced with
largethe texture
chunk of finish.
Builders of key account and some of mid rank builders
builders account
(84%) did have
knowledge of texture finish. It seems that there is noany
not have uniformity about
the knowledge of texture finish. knowledge of
texture finish.
 P a g e | 73

Preferred Brand by different

types of builders
Interpretation:-
Figure XXVIII In rank 1 40% of key
Fig:-Most preferred brand by key account
account builders
preferred Apex Ultima,
30% to Apex, 30% to
Interpretation:-
Duracast.
Figure XXIX In rank
In rank 12 Apex
Apex Ultima
Ultima
and Apex by
preferred 30% each
Fig:-Most preferred brand by Mid rank builders 40% mid
preferred,
rank while
builders, Duracast
Apex by
and Ace by 20% each.
60%, Duracast by 8% and
In rank
Ace 3 Apex
by 4% only.Ultima
and
In Apex
rank preferred
2 Apex Ultimaeach
by 20%
Interpretation:- builders while
preferred by 28%, Apex
Duracast
by and Ace by 12%
20%, Duracast
Figure XXX In rank 1 Apex
preferred Ultima
and Ace byby 30%
40%. each.
preferred
In
Fig: - most preferred brand by SmallIn rank
promoters4by small
Apex Ultima
rank 3 Apex Ultima
promoter
preferredby
preferred 26%,
10%,
by Apex
while
20%, Apex
by 31% and Ace by
by 16%, Duracast by 36%43%.
In
andrank 2 Apex
Ace Ultima
by 28%.
Comments:- preferred
In rank 4 by 23%,
Apex Apex
Ultima
by 26%, Duracast
preferred by 12%, byApex
11
and Ace by 40%.
In rank 3 Apex Ultima
It seems there is a great acceptance of Apex Ultima by
preferred and Duracast
43%, Apex in
by 20%, Duracast by 17%
key account builders. and Ace by 20%.
The mid rank builders are mostly preferred In rankand
Apex 4 Apex
ApexUltima
Ultima
preferred by 9%, Apex by
while small promoters preferred Apex, Ace 23% and and Apex Ultima.by
Duracast
 P a g e | 74

Comparative analysis of different

paints company
Figure XXXI

Fig: -A graph of Comparative analysis according to the satisfaction level of builders

Interpretation:-
Rank 1 has been given to ICI 29% builder, 14% to BERGER, 21% to
Nerolac, 3% to Shalimar, 26% Asian paints and 7% to other paint
company.
Rank 2 has been given to ICI 21% builder, 17% to BERGER, 19% to
Nerolac, 6% to Shalimar, 17% to Asian Paints and 7% to Other Paint
Co.
Rank 3 has been given to ICI 21% builder, 29% to BERGER, 19% to
Nerolac, 6% to Shalimar, 17% to Asian Paints and 9% to other Paint
Co.
Ran 4 has been given to ICI 14% builder, 14% to BERGER, 21% to
Nerolac, 31% to Shalimar Paint, 4% to Asian Paints and 10% to other
Paint Co.
Rank 5 has been given to ICI 4% builder, 14% to BERGER, 11% to
Nerolac Paint, 29% to Shalimar, 21% to Asian Paints and 20% to other
Paint Co.
Rank 6 has been given to ICI 10% builder, 11% to BERGER, 9% to
Nerolac Paint, 3% to Asian Paints and 43 % to Other Paint Co.

According to builder’s
satisfaction in paint Quality,
coverage and longevity
Figure XXXII
 P a g e | 75

Fig: - A graph of Comparative analysis according to builder’s satisfaction in paint

Quality, coverage and longevity

Interpretation:-

Rank 1 has been given to ICI 40% builder, 3% to BERGER, 16% to

Nerolac, 3% to Shalimar, 37% Asian paints and 1% to other paint
company.
Rank 2 has been given to ICI 28% builder, 10% to BERGER, 18% to
Nerolac, 1% to Shalimar, 38% to Asian Paints and 3% to Other Paint
Co.
Rank 3 has been given to ICI 11% builder, 35% to BERGER, 21% to
Nerolac, 7% to Shalimar, 14% to Asian Paints and 10% to other Paint
Co.
Ran 4 has been given to ICI 10% builder, 37% to BERGER, 23% to
Nerolac, 10% to Shalimar Paint, 6% to Asian Paints and 14% to other
Paint Co.
Rank 5 has been given to ICI 6% builder, 11% to BERGER, 14% to
Nerolac Paint, 28% to Shalimar, 3% to Asian Paints and 34% to other
Paint Co.
Rank 6 has been given to ICI 4% builder, 3% to BERGER, 7% to Nerolac
Paint, 42% to Shalimar, 1%to Asian Paints and 37 % to Other Paint Co.

According to builder’s satisfaction in

company services
Figure XXXIII

Fig:-A graph of Comparative analysis according to builder’s satisfaction in

company services

Interpretation:-

Rank 1 has been given to ICI 17% builder, 14% to BERGER, 14% to
Nerolac, 11% to Shalimar, 18% Asian paints and 24% to other paint
company.
 P a g e | 76

Rank 2 has been given to ICI 23% builder, 17% to BERGER, 20% to
Nerolac, 7% to Shalimar, 24% to Asian Paints and 8% to Other Paint
Co.
Rank 3 has been given to ICI 17% builder, 18% to BERGER, 8% to
Nerolac, 24% to Shalimar, 17% to Asian Paints and 14% to other Paint
Co.
Ran 4 has been given to ICI 7% builder, 21% to BERGER, 21% to
Nerolac, 14% to Shalimar Paint, 11% to Asian Paints and 24% to other
Paint Co.
Rank 5 has been given to ICI 21% builder, 11% to BERGER, 21% to
Nerolac Paint, 13% to Shalimar, 17% to Asian Paints and 16% to other
Paint Co.
Rank 6 has been given to ICI 14% builder, 17% to BERGER, 14% to
Nerolac Paint, 30% to Shalimar, 11%to Asian Paints and 13 % to Other
Paint Co.

Strengths
APL is a market leader.
Corporate image of APL is
tremendous.
Establish brand for all
economic segment.
Good range of product
backed by project division.
Good quality of product
has increased the builder
confidence.
A well managed Company
with efficient Sales Force.
The company is giving lot
of support to builders
which increase the
confidence of them and
value for money.
Opportunity
Relation build up with the
builders is to make them
loyal and more business.
To gain builders
confidence proper and
better services has to be
provided.
P a g e | 77
Weakness
Post-selling service is a
major area to improve.
On time delivery is also
an area to improve.
Inadequate sales force
to cover up the Kolkata
project area.
Threat
Local paint companies
are playing a significant
role in builder project
sector.
Foreign companies may
enter any moment in
Kolkata project area.
 P a g e | 78

SWOT analysis for APL project

division
 P a g e | 79

Findings
After doing the factor analysis I found that most of the builders are

satisfied with the company product quality, longevity and coverage,

but the comparative analysis shown that builders (Mid rank builders &

small) are little bit more fascination on ICI product.

Some of the key account builders are going for local paint company,

such as Raj Paints and Century Paint. They are the upcoming

competitor of APL.

After completion of factor analysis I found that most of the builders are

not satisfied with the post-selling services of APL.

Pre-selling services of APL are not up to the mark in mid rank builders

and small promoter’s level.

Builders are satisfied with the range of product and value for money in

APL Company.

The texture finish of APL has a good response from key account

vendors but mid rank builders/small builders, the same is totally

absent.

Availability and delivery on time make some builders dissatisfied.

Most of the builders are choosing their paint product by influencer

recommendation. Architect/Engineers have a big roll to decide the

paint company and product to be used in the project.

 P a g e | 80

Recommendation
Primary:-

The different strategies have to be followed by Asian paints, consists of

Customer relationship management, strategy to provide better facility

and strategy to provide better after sales service to builders. To maintain

the relationship with builders a proper business flow activity is required

like -

Appointm
Site
Painting
Paints
Satisfaction
Understand
Fulfill
Asian
APL sourced
Interaction
Relationship
Applicato
New
Relationship
Sales
project
Oldpaints
Understands
Telephone survey
sales
color
center for
ent
survey
system
through
requirement
thewith
/SMS &
&Asian&
as
Buildersr/Mail
associate
Associate
division
Associate
world
customer
par
customer
measurem
estimates
Paints
inform
possible
dealers
requirement to
taken
ent
selection
satisfied
done
and done
forwards
the lead to
relevant
project sales
service
provider

Painted
site
with
warran
ty
offered
 P a g e | 81

Painting
process
undertak
en with
proper
monitorin

Figure XXXIVV

Fig: - a business flow to maintain builders relation as well as

builders acquisition

Secondary:-

Pre-selling services has to be improved in mid rank builders/small

promoter.

Post-selling services has to be improved in all builders segment.

Promotional activity and range of texture finishes are required to make

the company advance and different than competitors may create a

special sensation and satisfaction of builders.

Product awareness/application training program for builder contractor

required to avoid implication.

Special attention is required for small/Mid rank builder project who will

be big future builders for APL.

 P a g e | 82

An influencer level data bank to be prepared and continues follow up

required for the same; such as Architect & Engineers.

A regular builder direct communication, satisfaction surveys, events,

festive offer or reword program can be implemented.

Conclusion

In these 2 months project collecting data from different types of

builders and find out satisfaction level was my work and obviously I had to

face some resistance in the way. But I have managed to counter the

resistance and this project was a great experience for me. It has given me

the opportunity to work as a full time marketing executive and I have to say

it has been a nice exposure for me to the world of marketing. There were

many tough moments that I had to face regarding communications. But, at

the end of the project I have to admit that these difficulties have made me

much more efficient. The whole system of the company has helped me a
 P a g e | 83

great deal. I did not face any kind of trouble from our company. This was

the best part of the project.

All in all, it was a real great exposure for me. For a young person like

me, it has given me a huge opportunity to showcase my endowment and

ability to work as a professional which has always been an ambition for me.

Working for number one paint company of India, Asian paints, has given me

the apprehension of how to go about in an organization and also the

growing mentality.

Reference

Bibliography:-
Marketing Management - Philip Kotler, Kevin Lane Keller.

Marketing Management – Rajan Saxena

Research Methodology – Kothari

Web Help:-
www.asisnpaints.com
 P a g e | 84

www.spsstutorial.com

www.wikipedia.com

Appendices
• Communalities: -T he communalities for the variable are computed
by taking the sum of the squared loadings for that variable. This is
expressed below:

• Cronbach's α (alpha):- Cronbach's α (alpha) is a statistic. It is

commonly used as a measure of the internal consistency or reliability
of a psychometric test score for a sample of examinees. It was first
named alpha by Lee Cronbach in 1951, as he had intended to continue
with further coefficients.
• Customer relationship management: - Customer relationship
management (CRM) is a widely-implemented strategy for managing a
company’s interactions with customers, clients and sales prospects.
 P a g e | 85

• Dichotomous Questions: - The dichotomous question is generally a

"yes/no" question.
• Distemper: - Distemper is a term with a variety of meanings for
paints used in decorating and as a historical medium for painting
pictures. The binding element may be some form of glue or oil; these
are known in decorating respectively as soft distemper and oil bound
distemper.
• Emulsions: - Emulsions are solvent free binders used in the
preparation of paints and coatings. Emulsions are manufactured by
the polymerization process where monomers are dispersed in an
aqueous phase to get a uniform and stable emulsion.
• Eigenvalues: - In mathematics, eigenvalue is related concepts in the
field of linear algebra. The prefix eigen- is adopted from the German
word "eigen" for "innate", "idiosyncratic", "own". Linear algebra
studies linear transformations, which are represented by matrices
acting on vectors.
• Hypothesis:-A statistical hypothesis test is a method of making
decisions using experimental data. In statistics, a result is called
statistically significant if it is unlikely to have occurred by chance. The
phrase "test of significance" was coined by Ronald Fisher: "Critical
tests of this kind may be called tests of significance, and when such
tests are available we may discover whether a second sample is or is
not significantly different from the first."
In the start of the procedure, there are two hypotheses H0: "the
defendant is innocent", and H1: "the defendant is guilty". The first one
is called null hypothesis, and is for the time being accepted. The
second one is called alternative (hypothesis). It is the hypothesis one
tries to prove.
• Likert Scale: - A Likert scale is a psychometric scale commonly used
in questionnaires, and is the most widely used scale in survey
research, such that the term is often used interchangeably with rating
scale even though the two are not synonymous.
 P a g e | 86

• Nominal scale: - A scale with data classified by names, rather than

by any quantitative description.
• Ordinal scale:-An ordinal scale is a measurement scale that assigns
values to objects based on their ranking with respect to one another.
• Probability Sampling Method:-where every sample from the
population of builders has equal chances of being selected
• Rotated Component Matrix:-In linear algebra, a rotation matrix is a
matrix that performs a rotation in Euclidean space. For example the
matrix

• Scree plot: - A plot, in descending order of magnitude, of the

eigenvalues of a correlation matrix. In the context of factor analysis or
principal components analysis a scree plot helps the analyst visualize
the relative importance of the factors — a sharp drop in the plot
signals that subsequent factors are ignorable.
• Simple Random Sampling:-Samples were randomly selected from
the population of builders.
• SPSS:- SPSS is a computer program used for statistical analysis
• Texture: - Texture in a painting is the feel of the canvas. It can be
based on the paint, and its application, or addition materials such as
ribbon, metal, wood, lace, leather and sand. Texture in painting
stimulates two different senses, visual and tactile. There are four types
of texture in art: actual texture, simulated texture, abstract texture,
and invented texture. The concept of 'painterliness' also has bearing
on 'texture' in painting.

Abbreviation
• APL: - Asian paints limited
 P a g e | 87

• CRM: - Customer relationship management

• INR: - Indian rupees

• KMO: - Kaiser-Meyer-Olkin Measure

• SPSS:- Statistical Package for the Social Sciences

• SWOT :- Strength, weakness, opportunity and threat

Annexure 1
Questioner:-
PROJECT DETAILS

• Project Name

• Location/ Address
 P a g e | 88

• Floor Area Number of storey

• Name of the Builder group

• Project type Number of building

• Project condition 1. Hot 2. Warm 3. Cold 4. Closed (Company name

)

BUILDER DETAILS

• Key person(s) of this project Sri

• No. of project done No. of ongoing project No. of project in a year

• Type of project already done?

 Apartment Yes /No Number Description

 Institution Yes /No Number Description

 Hospital Yes /No Number Description

 shopping mall Yes /No Number Description

 Others Number Description

• Office address

Office number

• Contact Number (Mobile) ( Landline)

SURVEY QUESTIONNAIRE

• Have you ever worked with Asian paints Company for your project? *
A) Yes B) No
• If yes then how is your working experience with Asian paints Company?
A) Poor B) Very poor C) good D)Very Good

• If very good then what are the positive point do you think Asian paints Company have?
 P a g e | 89

• Excluding Asian paints what are the other paint manufactures you have worked with?
A) ICI B) Berger C) Nerolac D)Shalimar E) Others (
)

• What are the better services provided by the competitors of Asian paints Company?

• What type of extra services Asian paints is unable to provide, which the other company is
able to provide?

• *If no then what are the reason behind it?

Product satisfaction

• Coverage of Asian paints products make builders satisfied.

A) Strongly Agree B) Agree C) Neutral D) Disagree

E) Strongly Disagree
• Longevity of Asian paints products make builders satisfied.
A) Strongly Agree B) Agree C) Neutral D) Disagree
E) Strongly Disagree

• Quality of Asian paints products make builders satisfied.

 P a g e | 90

A) Strongly Agree B) Agree C) Neutral D) Disagree

E) Strongly Disagree

• Value for money of Asian paints products make builders satisfied.

A) Strongly Agree B) Agree C) Neutral D) Disagree

E) Strongly Disagree

• Product ranges of Asian Paints Company make builders satisfied.

A) Strongly Agree B) Agree C) Neutral D) Disagree
E) Strongly Disagree

About the Company satisfaction

• Painted by Asian Paints Company is increase the value of your Project.

A) Strongly Agree B) Agree C) Neutral D) Disagree
E) Strongly Disagree
• Reputation of the Asian paints Company plays a significant role to doing business with
builders.
A) Strongly Agree B) Agree C) Neutral D) Disagree
E) Strongly Disagree
• Easy to doing business plays a significant role to doing business with builders.
A) Strongly Agree B) Agree C) Neutral D) Disagree
E) Strongly Disagree
• Asian paints is reliable brand.
A) Strongly Agree B) Agree C) Neutral D) Disagree
E) Strongly Disagree
• Asian paints is the most preferred brand.
A) Strongly Agree B) Agree C) Neutral D) Disagree
E) Strongly Disagree

Service satisfaction

• Pre selling services of Asian paints make builders satisfied.

A) Strongly Agree B) Agree C) Neutral D) Disagree
E) Strongly Disagree

• Post selling services of Asian paints make builders satisfied.

A) Strongly Agree B) Agree C) Neutral D) Disagree
E) Strongly Disagree
 P a g e | 91

• Delivery on time plays a significant role to doing business with builders.

A) Strongly Agree B) Agree C) Neutral D) Disagree
E) Strongly Disagree

• Are you have a knowledge of exterior textures finish.

A) Yes B) No
• Following which Asianpaints exterior brands you prefer most? (Rank the flowing as
1,2,3,4,)

A) Apex Ultima B) Apex C) ACE D)

Duracast

• Following which Asianpaints exterior textures finish you prefer most. (Rank the flowing
as 1,2,3,4,)

A) Finetex B) Swirltex C) Dholpurtex D)Roughtex

(Rank the flowing as 1,2,3,4, for very poor, poor, good and very good respectively)

• Based upon your experience please rank the following brands according to your

satisfaction.

A) ICI B) Berger C) Nerolac D) Shalimar E) Other Company

D)Asian paints

• Based upon your experience please rank the following brands according to paint

coverage, quality and longevity.

A) ICI B) Berger C) Nerolac D) Shalimar E) Other Company

D)Asian paints

• Based upon your experience please rank the following brands according to service of the

company.

A) ICI B) Berger C) Nerolac D) Shalimar E) Other Company

D)Asian paints
 P a g e | 92

Annexure 2
Picture of decorative external Asian
Paints product
P a g e | 93