A STUDY ON SCOPE OF BRAND PREFERENCE IN KANSAI

NEROLAC PAINT, CHENNAI.

PROJECT DONE

BY

SURESH KUMAR.D

(Reg. No – 31608631039)

OF

VELS SRINIVASA COLLEGE OF ENGINEERING AND TECHNOLOGY

A PROJECT REPORT

Submittted to the

FACULTY OF MANAGEMENT STUDIES

In partial fulfillment of the requirements for the awards of degree

OF

MASTER OF BUSINESS ADMINISTRATION

JUNE 2010

A STUDY ON SCOPE OF BRAND PREFERENCE IN KANSAI

NEROLAC PAINT, CHENNAI.

PROJECT DONE

BY

SURESH KUMAR.D

(Reg. No – 31608631039)
 OF

VELS SRINIVASA COLLEGE OF ENGINEERING AND TECHNOLOGY

A PROJECT REPORT

Submittted to the

FACULTY OF MANAGEMENT STUDIES

In partial fulfillment of the requirements for the awards of degree

OF

MASTER OF BUSINESS ADMINISTRATION

JUNE 2010
ACKNOWLEDGEMENT

I express my profound thanks to our respected chairperson Thiru. JAYA KUMAR for
his enthusiastic support and helping by providing all resources behind the scenes.

My most sincere thanks and everlasting gratitude to DR.V.KANAKASABI PHD,

principal Vels srinivasa college of engineering and technology for giving this opportunity to do
work on this project.
 We wish to express our profound indebtedness and sincere gratitude to MR .SELVAM
,ASM (Area Sales Manager) NEROLAC PAINT for giving us the opportunity to undergo our
project work in the bank. Also we thank all the employee who responded to our question.

Our special thanks to LECT. MISS. CHITRA, MBA MPHIL –HOD- Department of
Management studies, VELS SRINIVASA COLLEGE OF ENGINEERING AND
TECHNOLOGY for giving suggestion on structuring our project.

Our heart full thanks & everlasting thanks to our project guide MR.
LOGANATHA PRASANNA.S , MBA for his valuable suggestion towards the completion of
our project. Also we thank all the lecturers of our department.

I am extending my sincere thanks to all faculty members of the department of

management studies who had extended their co-operation and helped in completing my project
successfully. I am also extremely thankful to my parents and all my intimate friends for their
supports given to finish this project.

(D.SURESH KUMAR)

CONTENT

CHAPTER NO TITLE PAGE NO

List of Tables

List of Charts

Abstract

I INTRODUCTION

Introduction

Industry profile

Product Profile
II DEVELOPMENT OF THE MAIN THEME

Need for the study

Objectives of study

Scope of Significance

Limitation of Study

Research Methodology

III REVIEW OF LITERATURE

IV DATAANALYSIS AND INTERPRETATION

V RESULT OF THE STUDY

Findings

Suggestion

Conclusion

Annexure

Bibliography
TABLE NO TITLE PAGE NO

1 Showing Age group of the respondents

2 Showing Gender of the respondents

3 Showing Education Level of the respondents

4 Showing Occupation of the respondents

5 Showing Income group of the respondents’

6 Showing family members of the respondents’

7 Showing. factors influenced to take paint

8 Showing types of paint company chosen

9 Showing choice of paint company purchased or planning to

purchase

10 Showing paint or any other decors for your buildings

11 Showing reason of customer perference towards Kansai Nerolac

paint

12 Showing customer preference in Decorative Paint of kansai nerolac paints

13 Showing customer preference in Interior paints of kansai Nerolac paints

14 Showing customer preference in exterior paints of kansai Nerolac paints

15 Showing Advertising Media effectiveness

16 Showing feature of your paint attracted you to buy it

17 Showing influenced to take paint from kansai Nerolac paints

18 Showing customer’s satisfaction level in different attributes of kansai

Nerolac paints

19 Showing how long using kansai nerolac paint

20 Showing paint price of kansai nerolac paint limited

21 Showing value for money in Nerolac Brands

22 Showing how likely to buy kansai nerolac paint in future

23 Showing customer’s satisfaction with the dealers

24 Showing recommendation of kansai nerolac paints

25 Showing overall rank for the kansai nerolac paints

CHART NO TITLE PAGE NO

1 Showing Age group of the respondents

2 Showing Gender of the respondents

3 Showing Education Level of the respondents

4 Showing Occupation of the respondents

5 Showing Income group of the respondents’

6 Showing family members of the respondents’

7 Showing. factors influenced to take paint

8 Showing types of paint company chosen

9 Showing choice of paint company purchased or planning to

purchase

10 Showing paint or any other decors for your buildings

11 Showing reason of customer perference towards Kansai Nerolac

paint

12 Showing customer preference in Decorative Paint of kansai nerolac paints

13 Showing customer preference in Interior paints of kansai Nerolac paints

14 Showing customer preference in exterior paints of kansai Nerolac paints

15 Showing Advertising Media effectiveness

16 Showing feature of your paint attracted you to buy it

17 Showing influenced to take paint from kansai Nerolac paints

18 Showing customer’s satisfaction level in different attributes of kansai

Nerolac paints

19 Showing how long using kansai nerolac paint

20 Showing paint price of kansai nerolac paint limited

21 Showing value for money in Nerolac Brands

22 Showing how likely to buy kansai nerolac paint in future

23 Showing customer’s satisfaction with the dealers

24 Showing recommendation of kansai nerolac paints

25 Showing overall rank for the kansai nerolac paints

 ABSTRACT

A study on scope of brand preference in kansai nerolac paint. Brand preference shows the
stage of brand loyalty at which a buyer will select a particular brand but will choose a
competitor's brand if the preferred brand is unavailable.

In 2006, on the 11th of July, Goodlass Nerolac Paints Ltd. name has been changed to
Kansai Nerolac Paints Ltd.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,to find out the value of money in kansai nerolac paints

Primary objective of this project is A study on scope of brand

preference in kansai Nerolac paints. Secondary objective is to find out how to
survey the brand knowledge, to find out the influencer for the brand preference, to find out the
value of money in kansai nerolac paints, brand image, to identify the source of awareness for
paint, brand equity.

The significance of the study is to identify influencer and its influence factor. The scope
is to find out the various influencer involves in it and provides solution to the problem. The
survey conducted was limited to Chennai.

Research is common parlance refers to a search for knowledge. Research is an art of

scientific investigation. It is an inquiry especially through search for new facts in any branch of
knowledge.

Research design is the arrangement of conditions for collection and analysis of data in a
manner that aims to combine relevance to the research design that will be used for the study is
descriptive research design as its explain the fact and state of affair. The data for this study has
been collected from both primary and secondary data sources Primary data will be collect
through questionnaire that will ask to customer. The secondary data are those which have already
been passed through the statistical process, The size of the population is 120 respondents survey
was conducted in Chennai. The sampling used is Simple Random sampling which comes under
probability. The project was concentrated only in the Vadapalani branch nerolac kansai paint
limited, Chennai.

Statistical tools used for analysis:

• Rank correlation
• Anova table
• Chi – square test
• Kolmogorov – Smirnov Test (K-S Test)

In Kansai nerolac Paint, 36% of the respondents have the age group of 30-40 yrs, 31% of the
respondents have age group of 20-30 yrs, 23 of the respondents have above 40 yrs & 10% of the
respondents have 15-20 yrs. The 69% of the respondents are male and 31% of them are female.
The 48% of the respondents feel good about the company, 27% feel very good, 17% feel
average, 5% feel fair and 3% of them are feel poor.

Agents or dealers and employees should be trained to become more responsive and
courteous toward the customersThe 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.
 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 every ought to agree that customers hold a very important places in
our lives. After all, without customers, people who buy our products and services, our businesses
close down and we all pack up to go home. We need to discover brand preference of particular
products and service. Using today’s technology, this can happen by using something as simple as
a feedback card, or by using an online service. Plenty of options exist.

After gathering information, analyze it. Ask tough question and arrive at the tough
answers. Change what is necessary to improve the customer service rating. 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 - a name, sign, symbol or design, or some combination of these, used to identify a
product and to differentiate it from competitors' products.
 Branding has today a central role in marketing. Branding has in theory been focused on
brands of large corporations and consumer goods. The situation of branding in this study differs
from the traditional view. In this case is branding studied from the perspective of a small
company offering services for an industrial market. The key concepts of the study are identity,
image and positioning.

• 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.

Kansai Nerolac Paint company Limited joint venture of the Tata Forbes and the Kansai
Paint Co. Ltd., Japan.

COMPANY PROFILE

ORIGIN & EVOLUTION OF NEROLAC

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 Paint 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 Paint Co. Ltd., with the latter acquiring 36% of its share
capital.In 1999, Kansai Paint Company Ltd., Japan took over the entire stake of Tata Forbes
group and thus GNP became a wholly owned subsidiary of Kansai Paint Company Ltd. In 2006,
on the 11th of July, Goodlass Nerolac Paints Ltd. name has been changed to Kansai Nerolac
Paints Ltd.

Our incessant journey of successes will go on backed by our present human asset of over
2000 professionals and a sales turnover of Rs. 1484 crores. We are esteemed to be a subsidiary
of Kansai Paint Company Limited, which is the largest paint manufacturing company in Japan
and among the top ten coating companies of the world. We are the second largest coating
company in India with a market share of over 20%.

We are the market leader in industrial / automotive segment supplying over 90% of the
OEM requirements. We are the leader in powder coatings.

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. Our team of Ph.D's,
engineers and technicians visit collaborator's plants abroad to update themselves with the latest
techniques.

Board Of Directors

Name of the Person Designation

Dr. JAMSHED JIJI IRANI CHAIRMAN
MR. DEVENDRA MOTILAL KOTHARI VICE –CHAIRMAN
MR. HIROSHI ISHINO DIRECTOR
MR. YUZO KAWAMORI DIRECTOR
MR. PRADIP SHAH DIRECTOR
MR. HARISHCHANDRA MEGHRAJ BHARUKA MANAGING DIRECTOR
MR. SUSIM MUKUL DATTA DIRECTOR
MR. NOEL TATA DIRECTOR
MR. YASO TAJIRI DIRECTOR
MR. PRAVIN CHAUDHARI DIRECTOR

Management Committee Members

Name of the Person Designation

Mr. H.M. Bharuka
MR. Pravin Chaudhari
Mr. Shrikant Dikhale
Mr. Anuj Jain
Mr. Mahesh Mehrotra
Mr. Hitoashi Nishibayashi
Mr. P.D. Pai
HR Angle
Managing Director
Director
Vice President – HR
Vice President - Marketing (Decorative)
Vice President – Technical
Director Supply Chain & Auto Marketing
Vice President – Finance

Open Door Policy

Working together requires that we have a friendly atmosphere based on trust and respect
amongst all of us. At Nerolac we follow an Open Door policy. Any person is free and welcomed
to share good idea, suggestion, doubt, problem about job or work place, or uncertainties about
one’s future in the organization. An open and transparent communication is appreciated.

Vision Values and Culture

In today’s dynamic business environment, no organization can afford to survive without a

well-articulated and carefully thought vision stating the overall strategic direction and long-term
future of its business.We have been at the forefront of paint manufacturing over eight decades
pioneering a wide spectrum of quality products that change the face of economy and lifestyles of
people at large.

It is our vision to leverage global technology, for serving our customers with superior
coating systems built on innovative and superior products and world class solutions, to
strengthen our leadership in Industrial coatings and propel for leadership in Architectural
coatings, all to the delight of our stakeholders.

We firmly believe that it is not only the vision of where we wish to go which will form a
cornerstone of all our further growth, but also our conviction to the fact that the values based
proposition has to be ultimate foundation of our business.

To this end we consciously have internalized and been practicing these values in all our
business transactions though human beings: Innovation, Entrepreneurial, Responsive, Simplicity,

Team Orientation.

Social Responsibility

The company continues to make its due contribution to community relief and
development activities and has donated both in cash and kind for the beautification of some
public places in Mumbai and elsewhere. The company continued its activities directly or
indirectly through trusts/agencies in community Development and Social Welfare including
contributions towards national defense, medical help, education, improvement of environment
etc.

TECHNICAL COLLABORATORS

Committed to provide the best in Paints, Nerolac have entered into Technical
Collaboration with two industry leaders known for their technical superiority.

The two technical collaborators are:

 Kansai Paint Co. Ltd., Japan

  Oshima Kogyo Co. Ltd. Japan

The Associates of Nerolac provide that vital edge to stay ahead of the competition. These
associations were setup with the specialized expertise of the Industry leaders to make Nerolac a
complete Paint Company catering to all the market segments.

ASSOCIATE COMPANIES

Nipa Chemicals Ltd.

This Company specializes in the manufacture of Pre-Treated Chemicals. Nipa Chemicals

Ltd., is a joint venture of Nihon Parkerizing Co. Ltd., Tokyo, Japan, and Kansai Nerolac. We
provide the technical and the marketing support for Nipa Chemicals.
 PRODUCT PROFILE

What is Paint?

There's more to paint than meets the eye. Physically, paint is a mixture of four important
elements: Pigments, Additives, Binders and Solvents

 Pigments render color and opacity to the paint.

 Additives endow the paint with special properties such as resistance to fungus, rust etc.

 Binders hold the paint together and also bind it to the surface being painted, thus
promoting durability.

 Solvents give a paint its flowing property, enabling brushing/rolling on a surface.

Depending on the solvent used, paints can be categorized as water-based (where water is
the solvent), e.g. plastic emulsions and distempers or oil-based (where Thinner, a
petroleum by-product is the solvent) e.g. enamels and wood finishes.

Types of Finishes

When Surface Coatings (Top coat of Paint) dry, they produce films with varying degree
of sheen. The range extends from Flat or Matt finishes which have no sheen, through increasing
degree of Luster to high gloss finishes.

Based on the reflectance level of the dried film of paint we can classify the finish in to
following four heads:
Matt: It is the kind of finish, which has the lowest level of gloss. When the gloss on a panel
painted with a Matt finish paint is measured in a glossometer at 60-degree angle, the reading is
less than 5.

Egg Shell or Satin: This finish has silk like gloss, explains the name Satin finish. When the
gloss on a panel painted with a Satin finish paint is measured in a glossometer at 60-degree
angle, the reading is 6-20.

Semi-Gloss: This finish has more gloss than a satin finish. When the gloss on a panel painted
with a Semi-Gloss finish paint is measured in a glossometer at 60-degree angle, the reading is
21-70.

Glossy: This is the finish with highest level of gloss. When the gloss on a panel painted with a
Gloss finish paint is measured in a glossometer at 60-degree angle, the reading is more than 70.

Kinds of paints

Decorative paints

Types of Paint

Industrial Paints

Decorative Paints:-

Emulsions

Water Based Paints

Distemper

Interior

Lustre
 Solvent Based Paint Enamel

Falt Oil
Decorative Paints

Emulsions

Textured
Exterior
Cement

Nerolac Imperssions Everlast

Industrial Paints:-

Automotive Coatings

General industrial coatings

Industrial paints

High performance coatings

Powder coatings
WALL PAINTS
PAINT PRODUC PRODUCT IMAGE PRODUCT DESCRIPTION
T NAME
Nerolac Pearls Lustre finish is a Special Interior
Wall paint that captures the magic glow of pearls
INTERIOR/ Nerolac and the intrinsic resilience of the shell. Thus, this
SOLVENT Pearls paint very rightly stands for "Ornamentation for
BASED Lustre walls". This is a special product for interior use,
PAINTS Finish developed by incorporating selected pacifying
pigments dispersed in a specially formulated
medium.

Nerolac Nerolac Satin Enamel is specially formulated to

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

Nerolac Nerolac Synthetic Enamel is a time tested and

Synthetic proven, high quality alkyd based enamel
Enamel incorporated with best quality opacifying and light
fast pigments.

Nerolac Nerolac Impression Hi-Performance Enamel is a

Impression specially designed coating having a judicious blend
Hi- of high quality resin & light fast pigments. It is
Performanc recommended for suitably primed interior &
e Enamel exterior wooden, masonry and metal surfaces.
PAINT PRODUC PRODUCT IMAGE PRODUCT DESCRIPTION
T NAME
Nerolac Nerolac Beauty Premium Acrylic Distemper is
INTERIOR/ Beauty supplied in paste form, and it can be used for the
WATER Premium decoration of fully matured plasterwork, concrete,
BASED Acrylic brickwork and asbestos surfaces. The paste is
PAINTS Distemper bound with a stable acrylic medium.
(Distempe
r)
Nerolac Nerolac Beauty Acrylic Distemper is supplied in
Beauty paste form, and it can be used for the decoration of
Acrylic fully matured plasterwork, concrete, brickwork and
Distemper asbestos surfaces. The paste is bound with a stable
acrylic medium.

Nerolac Nerolac Beauty Oil Bound Distemper (NBOBD) is

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

INTERIOR/ Nerolac Nerolac Impression 24 Carat Premium Luxury

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

Nerolac Nerolac Impression Metallic is a premium quality

Impression water base special effect designer series range that
Metallic creats a variety of special effects and textures on
interior walls and is based on pure acrylic emulsion

PAINT PRODUC PRODUCT IMAGE PRODUCT DESCRIPTION

T NAME
INTERIOR/ Nerolac Nerolac Beauty Premium Acrylic Emulsion is a
WATER Beauty specially formulated emulsion paint based on a
BASED Premium durable copolymer resin, high opacity micronised
PAINTS Acrylic pigments, and additives to give better properties.
(Emulsion Emulsion
s)

Nerolac Nerolac Beauty Silky Smooth Finish Emulsion

Beauty paint, is a specially developed economical product
Silky that gives optimum performance, with respect to
Smooth protection and decoration of interior walls. It is
formulated by using ideal combination of pigments
and extenders, dispersed in a copolymer emulsion
for smooth and pleasant matt finish.

Nerolac Nerolac Disney Emulsion is a water-based,

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

Nerolac Nerolac Beauty Smooth Finish paint, is a specially

Beauty developed economical product that gives optimum
Smooth performance, with respect to protection and
finish decoration of interior walls. It is formulated by
using ideal combination of pigments and extenders,
dispersed in a copolymer emulsion for smooth and
pleasant matt finish.

Nerolac Nerolac Beauty Flexi Coat Premium Interior

Beauty Emulsion (NBFCPIE) or Beauty Platinum
Flexi Coat Emulsion is a specially designed water-based,
Premium Premium, Top Coat capable of bridging cracks* in
Interior underneath plaster services, better than most of the
Emulsion other premium emulsions. Its formula using pure
(NBFCPIE) acrylic latex, and high opacity micronised pigments
or Beauty give good flow and levelling properties, that impart
Platinum smooth velvet finish with soft sheen, excellent
Emulsion elasticity and washability.
PAINT PRODUC PRODUCT IMAGE PRODUCT DESCRIPTION
T NAME
Nerolac Everlast with pliolite is a specially
designed solvent based exterior coating having
EXTERIOR Everlast superior properties with respect to protection of
PAINTS Self Clining masonry surfaces from aggressive environmental
conditions. It is formulated by using ideal
combination of true pigments and special type of
extenders, dispersed in a balanced combination of
different grades of Styrene Acrylate Resins and
plasticized with ultra violet stabilized grade of
plasticizer.
Nerocem with Titanium + is available in powder
form. It is an economical exterior product specially
Nerocem formulated by using best quality white cement and
with other ingredients to get an economical exterior
Titanium+ product. It is useful for the protection and
decoration of the surfaces.

Nerolac Nerolac Suraksha Plastic Exterior Paint is an

Suraksha economical water thinnable coatings, specially
Plastic designed for application on exterior walls in dry or
moderatey humid climatic conditons. Nerolac
'Suraksha' is much superior to normal cement paint
coatings in respect to exterior durability, finish,
washability and resistance to fungus / algae.

Nerolac Nerolac Impression Excel Anti Peel Acrylic

Impression Exterior Paint is premium water based, high
Excel Anti performance, long lasting exterior paint, formulated
Peel Acrylic to suit the extreme tropical conditions of high
rainfall, humidity and heat. The product is based on
100% Acrylic resin and hence it forms a tough and
flexible protective film, with an excellent bonding
to the substrate, which prevents peeling off or
cracking for years together. Nerolac Impression
Excel Anti Peel Acrylic Exterior Paint contains a
unique combination of surface protectants, which
are released slowly over a long period of time.

PAINT PRODUC PRODUCT IMAGE PRODUCT DESCRIPTION

T NAME
EXTERIOR Nerolac Nerolac Impressions Excel Total All In One
PAINTS Impressions Acrylic Exterior Emulsion is high performance
Excel Total premium water based, long lasting exterior paint,
All in One with UPF (Ultimate Paint Formula). It is formulated
Acrylic to suit the extreme tropical conditions of high
Exterior rainfall, humidity and heat. The product is based on
Emulsion 100% Acrylic resin and hence it forms a tough and
flexible protective film, with an excellent bonding
to the substrate, which prevents peeling off or
cracking for years together. It also offers a 7 year
warranty.
Nerolac Nerolac Suraksha Advanced Plastic Exterior Paint
Suraksha is an economical water thinnable coatings,
Advanced specially designed for application on exterior walls
Plastic in dry or moderatey humid climatic conditons. It
Exterior has good Washability, Anti-Algal & Anti Fungal
Paint properties.

METAL Nerolac Nerolac Impression Hi-Performance Enamel is a

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

Nerolac Nerolac Satin Enamel is specially formulated to

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

Nerolac Nerolac Synthetic Enamel is a time tested and

Synthetic proven, high quality alkyd based enamel
Enamel incorporated with best quality opacifying and light
fast pigments.

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.

OBJECTIVES
Primary Objective:-

 A study on scope of brand preference in kansai nerolac paints

Secondary Objective:-

 to find out how to survey the brand knowledge

 to find out the influencer for the brand preference

 to find out the value of money in kansai nerolac paints

 brand image

 To identify the source of awareness for paint

 brand equity
 SCOPE AND SIGNIFICANCE

Brand preference deals with the aspects that makes the end user (or) customer to select the
particular brand from the paint industry. These are varieties of factors that can influence the
reason for brand preference. Some of the influencer are advertisement (print, voice, media )
painter, builder, engineers. The significance of the study is to identify influencer and its
influence factor. The scope is to find out the various influencer involves in it and provides
solution to the problem.
 RESEARCH METHODOLGY

Research is common parlance refers to a search for knowledge. Research is an art of

scientific investigation. It is an inquiry especially through search for new facts in any branch of
knowledge.

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 design that will be used for the study is
descriptive research design as its explain the fact and state of affair.

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 collect through questionnaire that will ask 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.

Sample design

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 120
respondents survey was conducted in Chennai.

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.

Sampling unit

The project was concentrated only in the Vadapalani branch NEROLAC KANSAI
PAINT LIMITED, Chennai.

Statistical Tools used for Analysis:

• Rank Correlation
• Anova table
• Chi – square test
• Kolmogorov – Smirnov Test (K-S Test)
 LIMITATIONS OF THE STUDY

 The survey conducted was limited to Chennai. Hence the results attained by the study
may not be universally applicable.
 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 study was conducted during a short a pan of time and as such the researcher
could concentrate only on available respondents. So convenient sampling technique was
used.

 Research is carried out consumers, who are human being they know that they are
observed. So, the customers or respondents start behave artificially when they know that their
attitude, opinions, beliefs and etc., are being studied.

REVIEW OF LITERATURE
Brand Preference

“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 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.
In contrast, brand loyalty is viewed as a combination of attitude and behavior where a
professed commitment toward a brand is manifested in repeat purchasing of the brand. Jacoby
and Kyner (1973, p. 2) define brand loyalty as: “(1) the biased (i.e., nonrandom), (2) behavioral
response (i.e., purchase), (3) expressed over time, (4) by some decision-making unit, (5) with
respect to one or more alternative brands out of a set of such brands, and (6) is a function of
psychological (decision-making, evaluative) processes.” This widely accepted definition
encompasses behavioral and attitudinal components, stating both must be present since neither is
sufficient on its own. Further, the definition allows for loyalty to multiple brands.
Does brand preference necessarily lead to brand loyalty or repeated purchase of the preferred
brand? Empirical results have shown that the answer is no. Allenby and Lenk (1995) conclude
that “consumer preferences for brands are not nearly as entrenched as might be expected.” Their
research shows that promotional activities such as feature ads, displays, and price cuts can have a
significant effect on whether or not buyers follow through with their preferences. Additional
reasons (other than promotions) why consumers may purchase other brands despite a stated
brand preference include a desire to try and learn more about different brands in the category;
changing needs or situations; variety seeking; and changes in the available alternatives due to
new products or improvements to existing products (Coulter et al. 2003).
Despite the extensive literature on search, only three studies empirically investigate the
brand loyalty-search relationship, and only one study could be found that addresses the brand
preference-search relationship. For brand loyalty, only one of the studies finds the hypothesized
negative, significant relationship between brand loyalty and search. Bennett and Mandell (1969)
find this relationship between loyalty and search for the product category automobiles (p≤ 0.05),
using a behavior-based measure of loyalty (number of prior purchases of a brand and the
sequence of prior purchases). In contrast, Kiel and Layton (1981) do not find a significant
relationship between a similar behavioral measure of loyalty (repurchase of the same brand) and
search time or search activity for the same category of cars. In another context, Jacoby et al.
(1978) evaluated the brand loyalty-search relationship for breakfast cereals. In this study, both an
attitude-based and a purchase-based measure of brand loyalty were used. Their findings show no
540 relationship between the purchase-based measure of brand loyalty and search (p=0.59) and
only a questionable relationship between the attitudinal measure of brand loyalty (p = 0.06). As
such, the literature provides at best weak support for the hypothesis that brand loyalty reduces
search. Despite this limited support, the marketing literature concludes that brand loyalty
decreases search effort (e.g., Gwinner et al. 1998). In fact, Sheth and Parvatiyar (1995, p. 256)
claim that “the fundamental axiom of relationship marketing is, or should be, that consumers like
to reduce choices by engaging in an ongoing loyalty relationship with marketers.”
 DATA ANALYSIS AND INTERPRETATION

Table No: 1

Table showing age group of the respondents’ in Kansai Nerolac Paints

S. No Particulars No. of Respondents Percentage

1 15-20 yrs 12 10

2 20-30 yrs 38 31.67

3 30-40 yrs 43 35.83

4 Above 40 yrs 27 22.5

Total 120 100

(Source: Questionnaire)

Interpretation:

From the above table it shows that 35.83% of the respondents have
the age group of 30-40 yrs, 31.67% of the respondents have age group of
20-30 yrs,22.5 of the respondents have above 40 yrs & 10% of the
respondents have 15-20 yrs.

Chart No: 1

Chart showing Age Group of the respondents’ in Kansai Nerolac Paints

 (Source: Table No: 1)

Table No: 2

Table showing gender of the respondents’ in Kansai Nerolac Paints

S. No Particulars No. of Respondents Percentage

1 Male 103 85.83

2 Female 17 14.17

Total 120 100

(Source: Questionnaire)

Interpretation:
From the above table it shows that 69.17% of the respondents are male and 30.83% of
them are female.
 Chart No: 2

Chart showing gender of the respondents’ in Kansai Nerolac Paints

(Source: Table No: 2)

Table No: 3

Table showing Education Level of the respondents’ in Kansai Nerolac Paints

S. No Particulars No. of Respondents Percentage

 1 Below 12th 26 21.67

2 UG 38 31.67

3 PG 21 17.5

4 Professional 18 15

5 Others 17 14.17

Total 120 100

(Source: Questionnaire)

Interpretation:
From the above table it shows that 31.67% of the respondents have the UG degree,
21.67%of the respondents have below 12th ,17.5% of the respondents have PG degree,15% of the
respondents have Professional degree and 14.17% have other qualification.

Chart No: 3

Chart showing Education Level of the respondents’ in Kansai Nerolac Paints

 (Source: Table No: 3)

Table No: 4

Table showing Occupation of the respondents’ in Kansai Nerolac Paints

S. No Particulars No. of Respondents Percentage

1 Students 14 11.67

2 Government 17 14.67
employee

3 Private 45 37.5

4 Business 26 21.67

5 Others 18 15

Total 120 100

(Source: Questionnaire)

Interpretation:
From the above table it shows that 37.5% of the respondents are the Private employees,
21.67%of the respondents are Business people,15% of the respondents are Other
occupation,14.67% of the respondents are Government Employees and 11.67% are Students.

Chart No: 4

Chart showing Occupation of the respondents’ in Kansai Nerolac Paints

 (Source: Table No: 4)

Table No: 5

Table showing Income group of the respondents’ in Kansai Nerolac Paints

S. No Particulars No. of Respondents Percentage

1 Below 2 lakhs 36 30

2 2-4 lakhs 57 47.5

3 Above 4 lakhs 27 22.5

Total 120 100

(Source: Questionnaire)

Interpretation:
From the above table it shows that 47.5% of the respondents have the income group of 2-
4 lakhs, 30% have income group of below 2 lakhs and 22.5% have income group of above 4
lakhs.
 Chart No: 5

Chart showing Income Group of the respondents’ in Kansai Nerolac Paints

(Source: Table No: 5)

Table No: 6

Table showing family members of the respondents’ in Kansai Nerolac Paints

S. No Particulars No. of Respondents Percentage

1 Below 3 18 15

2 4 23 19.16

3 5 41 34.17

4 Above 5 38 31.67
 Total 120 100

(Source: Questionnaire)

Interpretation:
From the above table it shows that 34.17% of the respondents have the family members
as below 3, 31.67% have above 5 of family members, 19.16% have 4 as family members and
15% have below 3 of family members.

Chart No: 6

Chart showing family members of the respondents’ in Kansai Nerolac Paints

(Source: Table No: 6)

 Table No: 7

Table showing factors influenced to take paint

S. No Particulars No. of Percentage

Respondents

1 To give Beautiful decors to 38 31.66

house

2 To attract public 42 18.33

3 To show royalty 17 14.17

4 To provide safety from climate 23 19.17

5 Others 20 16.67

Total 120 100

(Source: Questionnaire)

Interpretation:
From the above table it shows that 31.66% of the respondents said financial security,
19.17% said children’s future, 18.33% said saving & investment, 16.67% said retirement safety
and 14.17% said tax benefit.

Chart No: 7

Chart showing factors influenced to take paint

 (Source: Table No: 7)

Table No: 8

Table showing types of paint company chosen

S. No Particulars No. of Respondents Percentage

1 Kansai Nerolac 27 22.5

2 Asian paints 43 35.83

3 Berger 22 18.33

4 ICI 20 16.67

5 Others 8 6.67

Total 120 100

(Source: Questionnaire)

Interpretation:
From the above table it shows that 35.83% of the respondents choose Asian paints, 22.5%
choose Kansai Nerolac, 18.33% choose Berger, 16.67% choose ICI and 6.67% choose others.

Chart No: 8

Chart showing types of paint company chosen

(Source: Table No: 8)

Table No: 9

Table Showing choice of paint purchased or planning to purchase

S. No Particulars No. of Respondents Percentage

1 Kansai Nerolac 32 26.67

 2 Asian paints 42 35

3 Berger 18 15

4 ICI 12 10

5 Others 16 13.33

Total 120 100

(Source: Questionnaire)

Interpretation:
From the above table it shows that 35% of the respondents are selected Asian paints,
26.67% are selected Kansai nerolac, 15% are selected Berger, 13.33% are selected others and
10% are selected ICI.

Chart No: 9

Chart showing choice of paint company purchased or planning to purchase

(Source: Table No: 9)

 Table No: 10

Table Showing paint or any other decors for your buildings

S. No Particulars No. of Respondents Percentage

1 YES 87 72.5

2 NO 33 27.5

Total 120 100

(Source: Questionnaire)

Interpretation:
From the above table it shows that 72.5% of the respondents using paints for their
building and 27.5% of them using other decors for their buildings.

Chart No: 10

Chart Showing paint or any other decors for your buildings

 (Source: Table No: 10)

Table No: 11

Table Showing reason of customer perference towards Kansai Nerolac paint

S. No Particulars No. of Respondents Percentage

1 Variety of product 29 24.17

2 Economic 22 18.33

3 Very Attractive 41 34.17

4 Maximum life of product 11 9.17

 5 Others 17 14.16

Total 120 100

(Source: Questionnaire)

Interpretation:
From the above table it shows that 34.17% of the respondents influenced to take through
very attractive, 24.17% take through variety of product, 18.33% take through economic, 14.16%
take through other resons and 9.17% take through maximum life of product.

Chart No: 11

Chart Showing paint or any other decors for your buildings

(Source: Table No: 11)

Table No: 12
 Table Showing customer preference in Decorative Paint of kansai nerolac paints

S. No Particulars No. of Respondents Percentage

1 Wall- Interior 42 35
paint

2 Wall- Exterior 32 26.67

paint

3 Woods paint 25 20.83

4 Metals paint 21 17.5

Total 120 100

(Source: Questionnaire)

Interpretation:
From the above table it shows that 35% of the respondents prefer wall-interior paint,
26.67% prefer wall exterior, 20.83% prefer woods paint and 17.5% prefer metals paint.

Chart No: 12

Chart Showing customer preference in Decorative Paint of kansai nerolac paints

 (Source: Table No: 12)

Table No: 13

Table Showing customer preference in Interior paints of kansai Nerolac paints

S. No Particulars No. of Percentage

Respondents

1 Nerolac Pearls Lustre Finish 46 38.33

2 Nerolac Beauty Silky Smooth 26 21.67

3 Nerolac Synthetic Enamel 15 12.5

4 Nerolac Beauty Premium Acrylic Distemper 11 9.17

5 Nerolac Impression 24 Carat Premium Luxury Emulsion 14 11.67

6 Nerolac Impression Metallic 5 4.17

7 Nerolac Disney Emulsion 3 2.5

Total 120 100

 (Source: Questionnaire)

Interpretation:
From the above table it shows that 38.33% of the respondents prefer Nerolac Pearls
Lustre Finish, 21.67% prefer Nerolac Beauty Silky Smooth, 12.5% prefer Nerolac Synthetic
Enamel, 11.67% prefer Nerolac Beauty Premium Acrylic Distemper, 9.17% prefer Nerolac
Beauty Premium Acrylic Distemper, 4.17% prefer Nerolac Impression Metallic and 2.5% prefer
Nerolac Disney Emulsion .

Chart No: 13

Chart Showing customer preference in Interior paints of kansai Nerolac paints

(Source: Table No: 13)

Table No: 14

Table Showing customer preference in Exterior paints of kansai Nerolac paints

S. No Particulars No. of Respondents Percentage

1 Nerolac Everlast Self Clining 35 29.17

2 Nerolac Nerocem with Titanium+ 21 17.5

3 Nerolac Suraksha Plastic 42 35

 4 Nerolac Impression Excel Anti Peel 22 18.33
Acrylic

Total 120 100

(Source: Questionnaire)

Interpretation:
From the above table it shows that 29.17% of the respondents prefer Nerolac Everlast Self
Clining, 17.5% prefer Nerolac Nerocem with Titanium+, 35% Nerolac Suraksha Plastic and
18.33% prefer Nerolac Impression Excel Anti Peel Acrylic.

Chart No: 14

Chart Showing customer preference in Exterior paints of kansai Nerolac paints

(Source: Table No: 14)

 Table No: 15

Table Showing Advertising Media effectiveness

S. No Particulars No. of Percentage

Respondents

1 Radio 19 15.83

2 Newspaper/Magazine 26 21.67

3 TV/Internet 10 8.33

4 Friends/references 21 17.5

5 Agents 44 36.67

Total 120 100

(Source: Questionnaire)

Interpretation:
From the above table it shows that 36.67% of the respondents preference Agents, 21.67%
preference Newspaper, 17.5% preference Friends/references, 15.83% preference Radio and
8.33% preference TV/Internet.

Chart No: 15

Chart Showing Advertising Media effectiveness

 (Source: Table No: 15)

Table No: 16

Table Showing feature of paint attracted you to buy it

S. No Particulars No. of Respondents Percentage

1 Low premium 21 17.5

2 Variety of products 23 19.17

3 Reputation 23 19.17

4 Easy access to the 11 9.16

agents

5 Others 42 35

Total 120 100

(Source: Questionnaire)

Interpretation:
 From the above table it shows that 35% of the respondents are attracted by money back
guarantee, 19.17% are attracted by Variety of products&Reputation,17.5% are attracted by low
premium and 9.16% are attracted by easy access to the agents.

Chart No: 16

Chart Showing feature of paint attracted you to buy it

(Source: Table No: 16)

Table No: 17

Table Showing influenced to take paint from kansai Nerolac paints

S. No Particulars No. of Percentage

Respondents

1 Decorative paint (wall) - 41 34.17

Interior

2 Decorative paint (wall) - 29 24.17

Exterior
 3 Decorative paint (Metal) 22 18.33

4 Decorative paint (wood) 7 9.17

5 High Performance coating 17 14.16

paint

Total 120 100

(Source: Questionnaire)
Interpretation:
From the above table it shows that 34.17% of the respondents influenced to take
through Decorative paint (wall) - Interior, 24.17% take through Decorative paint (wall) -
Exterior, 18.33% take throughDecorative paint (Metal), 14.16% take through High Performance
coating paint and 9.17% take through Decorative paint (wood).

Chart No: 17

Chart Showing influenced to take paint from kansai Nerolac paints

(Source: Table No: 17)

Table No:18
Table showing customer’s satisfaction level in different attributes of Kansai Nerolac Paints

S.No Attributes Very Satisfie Average Dissatisfied Highly Percentage

satisfie s dissatisfied
d

1 Wall paint - Interior 31 47 32 8 2 32.67

2 Wall paint – Exterior 21 41 36 15 7 31.67

3 Metal Paint 27 45 30 12 6 19.36

4 Wood Paint 19 31 47 16 7 11.5

5 High Performance 18 26 51 18 7 4.8

coating paint

(Source: Questionnaire)
Interpretation:
From the above table it shows that 32.67% of the respondents satisfied in Wall paint
-Interior,31.67% satisfied in Wall paint - Exterior,19.36% satisfied in Metal Paint -
Interior,11.5% satisfied in Wood Paint and 4.8% are satisfied in High Performance coating
paint.

Chart No: 18

Chart showing customer’s satisfaction level in different attributes of Kansai Nerolac Paints
 (Source: Table No:18)

Table No: 19

Table Showing long are you using kansai nerolac paint

S. No Particulars No. of Respondents Percentage

1 Less than 6 month 11 9.17

2 6month-1 yr 28 23.33

3 1yr-3 yrs 33 27.5

4 3-5 yrs 30 25

5 Above 5 yrs 18 15

Total 120 100

(Source: Questionnaire)
Interpretation:
From the above table it shows that 27.5% of the respondents are using paint for 1yr-3
yrs, 25% are having 3-5yrs, 23.33% are having 6month-1yr, 15% are having above 5 yrs and
9.17% are having less than 6 month.

Chart No: 19

Chart Showing long are you using kansai nerolac paint

(Source: Table No: 19)

Table No: 20

Table Showing paint price of kansai nerolac paint limited

S. No Particulars No. of Percentage

Respondents

1 Competitive 59 49.17
 2 Less competitive 38 31.67

3 Not at all 23 19.16

competitive

Total 120 100

(Source: Questionnaire)

Interpretation:
From the above table it shows that 49.17% of the respondents are feel competitive,
31.67% are feel less competitive and 19.16% are feel not at all.

Chart No: 20

Chart Showing paint price of kansai nerolac paint limited

 (Source: Table No: 20)

Table No: 21

Table Showing value for money in Nerolac Brands

S. No Particulars No. of Respondents Percentage

1 YES 78 65

2 NO 42 35

Total 120 100

(Source: Questionnaire)
Interpretation:
From the above table it shows that 65% of the respondents said there is value of money
and 35% said there is no value of money .

Chart No: 21

Chart Showing value for money in Nerolac Brands

 (Source: Table No: 21)

Table No: 22

Table Showing how likely buy kansai nerolac paint in future

S. No Particulars No. of Respondents Percentage

1 Definitely 24 20

2 Most probably 35 29.17

3 Probably 46 38.33

4 Not Probably 10 8.33

5 Definitely Not 5 4.17

 Probably

Total 120 100

(Source: Questionnaire)
Interpretation:
From the above table it shows that 38.33% of the respondents are probably like to buy in
future, 29.17% are most probably to buy, 20% are definitely to buy, 8.33% are not probably to
buy and 4.17% are definitely not probably to buy.

Chart No: 22

Chart Showing how likely buy kansai nerolac paint in future

(Source: Table No: 22)

Table No: 23

Table Showing customer’s satisfaction with the dealers

 S. No Particulars No. of Respondents Percentage

1 Highly Satisfied 22 18.33

2 Satisfied 55 38.33

3 Neither Satisfied 25 31.67

Nor Dissatisfied

4 Dissatisfied 12 8.33

5 Highly Dissatisfied 6 3.34

Total 120 100

(Source: Questionnaire)
Interpretation:
From the above table it shows that 38.33% of the respondents are Satisfied with the
dealers, 31.67% are Neither Satisfied Nor Dissatisfied, 18.33% are Highly Satisfied, 8.33% are
Dissatisfied and 3.34% are Highly Dissatisfied.

Chart No: 23

Chart Showing customer’s satisfaction with the dealers

 (Source: Table No: 23)

Table No: 24

Table Showing recommendation of kansai nerolac paints to others

S. No Particulars No. of Respondents Percentage

1 YES 98 81.67

2 NO 22 18.33

Total 120 100

(Source: Questionnaire)

Interpretation:
From the above table it shows that 81.67% of the respondents are recommended the paint
to others and 18.33% are not recommended.
 Chart No: 24

Chart Showing recommendation of kansai nerolac paints to others

(Source: Table No: 24)

Table No: 25

Table Showing overall rank for the kansai nerolac paints

S. No Particulars No. of Percentage

Respondents

1 5. Highly Satisfied 23 19.17

2 4. Satisfied 41 34.17
 3 3.Neither satisfied nor 30 25
dissatisfied

4 2. Dissatisfied 18 15

5 1. Highly dissatisfied 8 6.66

Total 120 100

(Source: Questionnaire)
Interpretation:
From the above table it shows that 34.17% of the respondents are satisfied with rank 4,
25% are neither Satisfied nor dissatisfied with rank 3, 19.17% are Highly Satisfied with rank 5 ,
15% are Dissatisfied with rank 2 and 6.66% are Highly Dissatisfied with rank 1.

Chart No: 25

Chart Showing overall rank for the kansai nerolac paints

(Source: Table No: 25)

STATISTICAL TOOLS
RANK CORRELATION

Need for the test

To test know the relationships between male and female opinion about advertising media has
greater impact on choose the paint company.

Attributes Male(x) Female(y)

Radio 10 8

News paper 8 7

T.V/Internet 6 4

Friends/References 13 13

Agents 46 5

Solution:

Rank (x) Rank (y) D=Rank(x-y) D2

3 4 -1 1

2 3 -1 1

1 1 0 0

4 5 -1 1

5 2 3 9

∑ D2 12

n=5
Rank Correlation

r=0.4

Inference
 Calculation value of r > 0 , so the relationships between male and female opinion is
positive about. advertising media has greater impact on choose the paint company.

KOLMOGOROV – SMIRNOV TEST (K-S Test):

It is a simple nonparametric test for testing whether there is a significant difference between on
observed frequency and a theoretical frequency. This is also known as K-S test.

(HO): There is no significant different between satisfied with the paint & opinion about kansai
Nerolac Paint

(H1): There is significant different between satisfied with the paint & opinion about kansai
Nerolac Paint

Attributes Highly Satisfi Neither Dissatisf Highly

Satisfied ed satisfied ied dissatisfied
Nor
dissatisfied

Satisfy with the paint 22 55 25 12 6

Opinion about paint 21 57 27 12 3

Sol :

Table calculation of K-S Statistic

Observe Observed Observe Expected Expected Expected D =

d cumulati d Frequen Cumulativ Relative lFe – Fol
Frequen ve related cy e Frequen
cy frequenc frequen Frequenc cy (Fe)
 y cy (Fo) y

22/120 21/120
22 22 21 21 0.008
= 0.183 = 0.175

77/120 78/120
55 77 57 78 0.008
= 0.642 = 0.65

102/120 105/120
25 102 27 105 0.025
= 0.85 = 0.875

114/120 117/120
12 114 12 117 0.025
= 0.95 = 0.975

120/120 120/120
6 120 3 120 0
=1 =1

a) K-S.Statistic : Dn = max lFe – Fol = 0.025

b) The table value of Dn for n=5 and α = 0.05 is 0.565.
Since the table value is greater than calculated value 0.565 > 0.025

So we accept the null hypothesis Ho.

Result:

In the above calculation, it is found that there is no different between satisfied with the
paint & opinion about kansai Nerolac Paint.
ANOVA Table

Need for the test

To test there is a significance difference between satisfaction levels of different attributes

in Kansai Nerolac Paints.
Null hypothesis

There is no significant relationship between satisfaction levels of different attributes in

Kansai Nerolac Paints.

Alternative hypothesis

There is significant relationship between over all satisfication level with different product
provided by the company.

S.No Attributes VS S AVG DS HDS

1 Wall Paint- Interior 27 45 30 12 6
2 Wall Paint – Exterior 21 41 36 15 7
3 Wood Paint 31 47 32 8 2
4 Metal Paint 19 31 47 16 7
5 High Performance 18 26 51 18 7
Coating

Solution
N = Row x column = 25
T (Total Sum) = ∑ (x1)+ ∑ (x2)+ ∑ (x3) +∑ (x4)+ ∑ (x5) = 600

SI.No Attributes (x1)2 (x2)2 (x3)2 (x4)2 (x5)2

1 Wall Paint- Interior 729 2025 900 144 36

2 Wall Paint – 441 1681 1296 225 49

Exterior
3 Wood Paint 961 2209 1024 64 4

4 Metal Paint 361 961 2209 256 49

5 High Performance 324 676 2601 324 49

Coating
∑ 2816 7552 8030 1013 187

Correction factor (C.F) = T2 / N = 14400

Total sum of square (TS) = ∑ (x1) 2 + ∑ (x2) 2 + ∑ (x3) 2 + ∑ (x4) 2 + ∑ (x5) 2 – C.F =5198

Sum of square between factors (SS)

= [∑ (x1) 2 / n + ∑ (x2) 2/ n + ∑ (x3) 2/ n +∑ (x4) 2/ n + ∑ (x5) 2/ n] – C.F = 10487

Sum of square within factor = TS – SS = 5289

Source of variable Sum of square Degree of freedom Variance (T)

Between factors 10487 5-1=4 2621.75(T1)

Within factors 5289 25-1=24 220.38(T2)

Variance between factor = T1 / T2 =11.89

Table value: Variance within factor tabulate value F=5.77 [for degree v1=4, v2=24]

Inference

• Since the calculated value is greater than the table value.

• Null hypothesis (H0) is rejected @ 5% of significance level.
• Alternative hypothesis (H1) is accepted @ 5% significance level.

Result:
 There is significant relationship between satisfaction levels of different attributes in
Kansai Nerolac Paints.

CHI SQUARE TEST

Need for the test

To test whether there is a significance difference between gender and respondents using
paint in other paint companies.

Null hypothesis

There is no significant relationship between gender and respondents using paint in other
paint companies.

Alternative hypothesis

There is significant relationship between gender and respondents using paint in other
paint companies.

Attributes Yes No Total

Male 50 20 70

Female 37 13 50

Total 87 33 120(N)
Solution:

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

(O) (E)

50 50.75 0.56 0.01

20 19.25 0.56 0.03
37 36.25 0.56 0.02
13 13.75 0.56 0.04
  =∑ (O-E) ²/E = 0.10

=∑ (O-E) ²/E = 0.10

For degree of freedom

=(r-1) (c-1)

= (2-1)*(2-1) =1*1=1

Calculated value= 0.10

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 respondents using paint in other
paint companies.

FINDINGS
 In Kansai nerolac Paint, 36% of the respondents have the age group of 30-40 yrs, 31% of
the respondents have age group of 20-30 yrs, 23 of the respondents have above 40 yrs &
10% of the respondents have 15-20 yrs.
 The 69% of the respondents are male and 31% of them are female.
 The 32% of the respondent have education qualification of UG, 22% have below 12th,
17% have PG, 15% are Professional and 14% have other education qualification.
 The 48% of the respondents have the income group of 2-4 lakhs, 30% have income group
of below 2 lakhs and 22% have income group of above 4 lakhs.
 The 32% of respondent are influenced due to it gives beautiful decors to house,19% are
to provide safety from climate,18% are to attract public, 17% are to other reason and 14%
are to show royalty.
 The 36% of the respondents choose Kansai Nerolac Paints, 22% choose Asian Paint, 18%
choose Berger, 17% choose ICI and 7% choose other Paints.
 The 34% of the respondents influenced to take through Nerolac Wall Paint Interior, 24%
take through Nerolac Wall Paint Exterior, 18% take through Wood Paints, 15% take
through High Performance Painting and 9% take throughwood Paints.
 The 72% of the respondents holding other paint and 28% of them holding Kansai Nerolac
Paints.
 The 34% respondent prefer for variety of product,24% for very attractive, ,18% for
economic, 14% for other reason and 9% for maximum life of product.
 The 28% of the respondents are using Kansai Nerolac Paints for 1 yr-3 yrs, 25% are
using 3-5yrs, 23% are using 6month-1yr, 15% are using above 5 yrs and 9% are using
less than 6 month.
 The 49% of the respondents are feel competitive, 32% are feel less competitive and 19%
are feel not at all.
 The 38% of the respondents are satisfied with Kansai Nerolac paint, 32% are Neither
Satisfied Nor Dissatisfied, 18% are Highly Satisfied, 8% are Dissatisfied and 4% are
Highly Dissatisfied.
 The 82% of the respondents are recommended the policy to others and 18% are not
recommended.
 The 48% of the respondents feel good about the company, 27% feel very good, 17% feel
average, 5% feel fair and 3% of them are feel poor.
 SUGGESTIONS

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

 The company should come with liability covers embracing all sorts of claims.

 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 his present customer by announcing some attractive
package to regular customer.

 The company should show more focus on order capturing and processing.

 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.

 CONCLUSION

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.
A STUDY ON THE BRAND PREFERENCE TOWARDS OTHERS PAINTS COMPANY
WITH SPECIAL REFERENCE TO KANSAI NEROLAC PAINT LIMITED

QUESTIONNAIRE

Personal details

1.Name

2. Age

(a) 15-20

(b) 20-30

(c) 30-40

(d) above 40 year

3. Sex
(a) Male
(b) Female

Socio-economic factor

4. Educational qualification
(a) Below 12th
(b) UG
(C) PG
(d) Professional
(e) Others

5. Occupation

(a) Students
(b) Government employee
(c) Private
(d) Business
(e) Others

6. Income group of annual

(a) Below 2lakhs

(b) 2 -4lakhs

(c) Above 4 lakhs

7. How many members in your Family

(a) Below 3
(b) 4

(c) 5

(d) Above 5

Customer Opinion

1. Kindly indicate the factors that influenced you to take paint?

(a)Beautiful decors to house
(b)To attract public
(c)To show royalty
(d) To provide safety from climate
(e) Others

2. Kindly indicate the type of paint company you have chosen?

(a) Kansai Nerolac
(b) Asian paints
(c) Berger
(d) ICI
(e) Others

3. If you have purchased or planning to purchase paint, what would be your choice ?
(a) Kansai Nerolac
(b) Asian paints
(c) Berger
(d) ICI
(e) Others

4. Do you use paint or any other decors for your buildings?

(a) Yes
(b) No

5. If yes, mention from which paint company you have purchased the paint?
(a) Kansai Nerolac
(b) Asian paints
(c) Berger
(d) ICI
(e) Shalimar
(f) Nippon
(g) Sharlon
(i) Others specify ---------------

6. Why do you prefer Kansai nerolac paint?

(a) Very Attractive
(b) Economic
(c) Variety of product
(d) Maximum life of product
(e) Others

7. What type of paint do you prefer in Decorative Paint of kansai nerolac paints?

(a) Wall- Interior paint

(b) Wall- Exterior paint

(c) Woods paint

(d) Metals paint

8. Which brand do you prefer in Interior paints of kansai Nerolac paints?

(a) Nerolac Pearls Lustre Finish

(b) Nerolac Beauty Silky Smooth

(c) Nerolac Synthetic Enamel

(d) Nerolac Beauty Premium Acrylic Distemper

(e) Nerolac Impression 24 Carat Premium Luxury Emulsion

(f) Nerolac Impression Metallic

(g) Nerolac Disney Emulsion

9. Which brand do you prefer in exterior paints of kansai Nerolac paints?

(a) Nerolac Everlast Self Clining

(b) Nerolac Nerocem with Titanium+

(c) Nerolac Suraksha Plastic

(d) Nerolac Impression Excel Anti Peel Acrylic

11. Which advertising media has greater impact on you to choose the paint company?

(a)Radio

(b)Newspaper

(c)TV

(d)Friends

(e)Agents

12.Which feature of your paint attracted you to buy it?

(a) Low premium

(b) Variety of products

(c) Easy access to the agents

(d) Reputation of the company

(e) Others

13. How long are you using kansai nerolac paint?

(a) Less than 6 month
(b) 6 months to 1 year
(c) 1 year to 3 years
(d) 3 years to 5 years
(e) Over 5 years

14. What do you feel about the paint price of kansai nerolac paint limited?
(a) Competitive
(b) Less competitive
(c) Not at all competitive

15.Do you have value for money in Nerolac Brands?

(a) Yes
(b) No

16.Rank the factors that influenced you to take the paint from kansai Nerolac?

S.No. Attributes Rank

A Decorative Paints (Wall paint-Interior)

B Decorative Paints (Wall paint- Exterior)

 C Decorative Paints(Metal)

D Decorative Paints(Wood)

E Industrial Paints (High Performance

Coatings)

17. Rank your satisfaction level on the following attributes of Kansai Nerolac paint?

Level of Satisfaction
S.No. Attributes VS S AVG DS VDS

A Wall paint- Interior

B Wall paint- Exterior

C Woods paint

D Metals paint

E High Performance Coatings

Where, VS- Very Satisfied; S- satisfied; AVG- Average; DS- Dissatisfied;

HDS- Very Dissatisfied.

18. How likely are you to buy kansai nerolac paint in future?
(a) Definitely
(b) Most probably
(c) Probably
(d) Probably not
(e) Definitely not

19. Are you satisfied with the dealers?

(a) Highly Satisfied
(b) Satisfied
(c) Neither satisfied nor dissatisfied
(d) Dissatisfied
(e) Highly dissatisfied
20. Would you recommend kansai nerolac paint to any of your friends or relatives who plan to
buy paints?
(a) Yes
(b) No

21. Give your overall rank for the Kansai Nerolac paints (1-5 highest)?

(a) 5. Highly Satisfied

(b) 4. Satisfied

(c) 3. Neither satisfied nor dissatisfied

(d) 2. Dissatisfied

(e) 1. Highly dissatisfied

Any further suggestions

Thank you for your co-operation

BIBLIOGRAPHY
Books referred

Philip Kotler, Marketing Management, Prentice- Hall India Publication, Sixth Edition.

Coopes Schindler, Business Research Methods, Tata Mc Grawhill Publication, Sixth Edition.

G.C. Beri, Business Statistics, Tata Mc Grawhill Publication.

C.R.Kothari, Research Methodology methods & Techniques, New Age International

Publications, Second Edition.

Websites Visited

www.Knasai Nerolac Paint India.com

www.Paint.com

www.google .co.in

www.wikipedia.com