Professional Documents
Culture Documents
CHAPTER-1
Introduction
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Topic selection is the one of the important aspects of the project. It decides the course of action to be followed. The Topic selection should be such that it helps in understanding the marketing concepts clearly. My topic was given by the company itself. The Topic of my project was FACTORS INFLUENCING EXTERIOR PAINT MARKET. This covers all thing related to the topic. The topic was dealer Oriented so I surveyed dealers of various Nerolac paints in Goregaon resion at Mumbai and near by area to collect all information regarding topic of the Project.
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The objective of the project is to determine the factors that influence the Exterior Paint market. The research was not limited to just this observation, it had much more scope. Thus the basic objectives of the Project can be stated as following:-
To figure out the factors that influence the Exterior paint market. To estimate their market share To prepare the database of the Influencing factors for further communication. To understand the features of products that drives its sale. To use data in order to plan efficiently and effectively. To understand the competencies of Nerolac product as compared to the
competitors.
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Research is a systematic and scientific activity by which problems are solved and decisions are made. It is a systematic problem analysis, model building and fact finding for the purpose of improved decision making and control in the marketing of goods and services. It is the pursuit of truth with the help of study, observation, Comparison and experiment. Systematic research is used for solving the problem Wherease scientific research is used for taking the decision. Today research has great importance in the form of fact finding and right decision making. It is nothing but the search for the trurh. Research is today need in this competitive age. I have done my project for improving Market share of Nerolac products because it has the desire to be the number one in this sector.
RESEARCH PROCESS
Research Process includes the following stages:(1)- Defining the problem (2)- Research plan (3)- Collection of data (4)- Analysis of information (5)- Presentation of information
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Research process starts with the identification of problem. At this stage understanding about the research topic is actually generated. (2)- Research plan Research plan includes following stages:* Data sources Data sources are those factors or things from which actually data are collected. I have collected my data from painters, Interior designers, dealers & architects. * Research approach Research approach is a process, which tells that in which way research should be done. It defines the way of research. * Research design (a)-Exploratory research This research is the preliminary exploration of the research. This research includes qualitative research which is concerned with focus group and depth interview. In this exploration of existing phenomena is done to give new dimentation of the facts. (b)- Descriptive research It is the process to describe the history of the problem or object in study. It is quantitative in nature, involving surveying, questionnaires and statistical analysis.My research is also descriptive in nature. * Sampling plan Sampling plan starts with the aims at deciding who and how many people should be interviewd.Then, sample size is determined. This involves arriving at the number of respon-dents who must be surveyed to represent a sample.The sample plan can be selected by using either the probability methods or by using the nonprobability methods. I have used nonprobability technique for sampling process.
* Contact methods
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(3)- Collection of data Data for research are always collected from the primary Source and secondary sources. Primery sources- Interview, survey,observation etc. Secondary sources- Magazines, internet, books etc (4)- Analysing the information Finding information from the collected data are analysed scientifically and systematically. In my project analysis hasdone on the information gathered through the painters,architects, house incharge etc. (5)- Presenting the information Recommendations and suggestions are presented in front Of organizational head and accordingly decisions are made and implemented. I have suggested the organization to improve their demand and supply gap during the presentation of my project.
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This research work is the result of customer oriented marketing. It is necessary to study systematically the different aspects relating to the marketing process with regard to fulfilling the expectation and need of the customer.
Every activity of the organization directly or indirectly related to the marketing function:- product research, sales research, pricing research etc. are the usual areas covered under research work.Thus, scope of marketing research is much wider then what we assumed at the first sight. My scope of research is related only to external paint market.
1.6- Limitations
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1) Scope The project is related only to the Exterior paint market. 2) Analysis Study is dependent majorly on the perception of the people and thus the sample set of mind while being surveyed can prove to be very important. 3) Data collection The sample set is always short of time and thus wants to rapidly go through the questions. 4) Research The big builders and architects that has an important share in the market are not at all approachable for research. There supervisors working on the project are surveyed to get efficient results.
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UTILITY TO ORGANISATION-
* Research study is a very important step in the success of marketing strategies and programs. * It is the key factor for the analysis of buying behaviour, consumer needs, their perceptions etc. * It helps organization to design and develop marketing strategies relating to pricing, packaging and distribution. * It supplies valuable data to the manager to formulate long term marketing stratesies for the best decision making.
UTILITY TO RESEARCHER* As a researcher, I got the opportunity to work with Indias best paint company Kansai Nerolac Paints ltd. * I got an experience to face the market condition. * I realized that, dealer is dominating the market in the paint industry. * In the project, I can understand the value of supply- chain management. * In the project, I also understand the importance of sales promotion activities.
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CHAPTER-2
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Paint Industry is a fast growing industry in the world. The industry is divided into two parts, Decorative and Industrial. Decorative constitutes housing and commercial constructions whereas Industrial constitutes automotive, consumer durables, road markings etc. The Cumulative Average Growth Rate of the industry is 14 percent in value terms and 11 percent at constant prices. In the monetarily form it is expected to grow from Rs. 138 billion in 2007-08 to Rs. 216 billion in 2011-12. The Decorative market is growing faster than the Industrial segment as the differentiated growth of the decorative and industrial is 11.3 percent and 9 percent respectively.
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58% 5%
8% 8%
- Indian paint industry is growing at a very diminishing rate of 2.2 precentage. - Its export is not specific to a nation. - In 2007, its export was 408 crores.
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IMPORTS TO INDIA
GERMANY ITALY USA FRANCE JAPAN OTHER
28%
18% 12%
12%
16%
14%
- Import of paints in India is growing at a high rate of 22 precentage. - India mainly imports from Germeny. - In 2007, import was 406 crores.
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The Company started functioning in 1920 as Gahagan paints and Varnish paints Co. Ltd. At Lower Parel, Mumbai. From 1946 to 1999 the company worked under the head of Goodlass Wall Ltd. And was known as Goodlass Nerolac Paint Ltd.. Company produces both Industrial Products & Decorative Products. In 1999, Kansai Paints bought the major shares of Nerolac and termed it as wholly owned subsidiary and named it Kansai Nerolac Paints.Kansai Paints is a Japanese company and it is 10 th biggest paint company in the world.
VISION STATEMENT
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.
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VALUES
Vision driven organization. Employees feel pride in being a part of the organization. Recognition of human resources as extremely important and critical assets. High level of human dignity. Transparency and openness among employees at all hierarchical level. Performance linked reward system. Management and employee commitment to organization values is high. Autonomy in work is high High commitment to quality product.
Kansai Nerolac Paints is headed by Mr.H.M.Bharukha (M.D.) Second largest player in the paints market with a market share of 21.30%. Kansai Nerolac Paints Pvt. Ltd. Is the market leader in industrial/ automotive segment supplying over 70% of the total requirements. Has a network of 10700 dealers. Its incessant journey of successes will go on backed by its resent human asset of over 1900 professionals and a sales turnover of Rs. 1069 crores. (2004-2005) Leader in Industrial paints segment. 7 out of 10 cars that move on Indian roads are painted by Nerolac. Total installed capacity at Nerolac is of 101000 TPA. Nerolac is the second biggest company in India with the following details:Sales of Rs.1484 crores in 2006-2007 The profits are at Rs.169 crores in 06-07 Return on Net worth was stable at 21% The Earning per Share is Rs.40 Market Capitalization is at Rs.1712 crores The Share Holders Fund is at Rs.512 crores Dividend is at 115%
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The company has a huge product width and depth and touches nearly all the categories present in the Paint Industry. It even has few products that are distinctively under KNPs name. The Company has facilities in at: Lote Parshuram (Maharashtra) Vatva (Gujrat) Chennai (Tamil Nadu) Jainpur (U.P.) Bawal (Haryana)
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INTERIOR PAINTS
WATER BASED PAINTS
Emulsions
Impressions 24 Carat
Impressions Metallic
Impressions Disney
Distemper
ENAMEL
Synthetic Enamel
Satin Enamel
Impression Hi-Performance
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EXTERIOR PAINTS
EMULSIONS
Suraksha Advanced
Nerolac Suraksha
TEXTURE
This is a water based product that gives a high performance, textured finish coating. It is specially formulated by using light fast pigments, special type thermoplastic resin medium, fine and tough aggregates like inert, silica, unique additives to resist fungus, algae and mouth growth. It protects the exterior surface through rain.
CEMENT
This is available in powder form. It is an economical exterior product specially formulated by using best quality white cement and other ingredients to get an economical exterior product. It is useful for the protection and decoration of the surfaces. NEROLAC IMPRESSION EVERLAST
Nerolac Impression with Piolite is a specially designed solvent based exterior coating having superior properties with respect to protection of masonry surfaces from aggressive environmental conditions. It is formulated by using ideal combination of true pigment and special type of extenders, dispersed in a balanced combination of different grades of Styrene Acrylate Resins and Plastcized with Ultra Violet stabilized grade of plasticizer.
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Major competitors of Kansai Nerolac Paints Ltd. In Paint Industry are: Asian Paints India Ltd.-The company was setup in 1942. It is the market leader in Decorative Paint market with the market share of 30 percent. The company sales in 2006 were 24.3 billion with the net profit of 1.86 billion. The company has 7 manufacturing bases, they are at Bhandup (Maharashta), Ankleshwar and Sarigam (Gujrat), Patancheru (A.P.), Sriperumbudur (T.N.), Kansa (U.P.) and Baddi (H.P.) Berger Paints India Ltd. This Company was incorporated in 1923. Its sales were 9. Billion in 2007 and the net profit was 0.7 billion. Its 80 percent sales are in decorative market and rest 20 percent in industrial. The companys manufacturing plant are located at Rishra (Hugli), Goa, Sikandrabad, Howrah, Jammu and Pondicherry. ICI India Ltd.- It is a subsidiary of Imperial Chemical Industries, U.K. Shalimar Paints Ltd.- The company was set up in 1902. Its net profit for the year 2006 was 34 million with the sales of 2.2 billion. Companys manufacturing plants are situated at Howrah, Nashik and Secundrabad. Jenson and Nicholson India Ltd. Beck India Ltd. Addisons Paint and Chemicals Ltd. Bombay Paint Ltd. Other Global Players:Akzo Nobel, Netherlands PPG Industries Inc, U.S.A. Sherwin-Williams Co, U.S.A. ICI Paints, U.K. DuPont Performance Coatings, U.S.A. BASF Coatings, Germany Valspar Corp, U.S.A. Nippon Paint Corp. Ltd., Japan Sigma Kalon Groups.
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CHAPTER-3
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(1) Sources of Data collectionThe first objective was to collect data of the tentative influencing consumers. This has been attained by collecting data and necessary information from the following:-
Architects- Indian Institute of Architects (IIA) Builders- Builders Association of India (BAI) Paint Contractors- Paint Dealers, Winners of Promotional Schemes Interior Designers- Indian Institute of Interior Designers (IIID) Society or House In charge- Property websites
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We can understand the data collection from different sources with the help of following diagram. Source Data collection (%) Paint contractors 40 IIA 25 IIID 15 BAI 12 Soc. Inc. 8
paint contractor
IIA
IIID
BAI
society inc.
8% 12% 40%
15%
25%
Source- Primary Data IIA- Indian Institute Of Architects IIID- Indian Institute Of Interior Designers BAI- Builders Association Of India
ANALYSIS-
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From this diagram, we are getting that, paint contractors are giving 40% data, IIA gives 25% data, IID gives 15% data, BAI 12% and society incharge 8% of data. The data collected have provide us the clue for the beginning of my project.
(2) INTERPRETATION OF DATAThen comes the second objective, i.e. getting a clear idea of the factors that influence the Exterior Paint market. This objective is achieved by analyzing the feedback given by the sample set. The questionnaire was drafted in a manner that it gives out the answer of who takes the decision of buying paint. The conclusions gave out the following names as the influencing factors of the Exterior Paint market: Architects Builders Paint Contractors Interior Designers Society In charge Decision maker in the Family Painter Retailer
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(3) INFLUENCERS FOR PAINT MARKETThe third objective was to determine the extent to which these influencers influence the market. This step was taken to trace out the share of the each influencer in the market. The research gave out the following results:-
INFLUENCERS 1. Architects 2. Builders 3. Paint Contractors 4. Interior Designers 5. Society In charge 6. Decision maker in the Family 7. Painter 8. Retailer 9. Others (Cant Say)
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Builders Paint Contractors Interior Designers Society Incharge Decision maker in family Painter Retailer Others
15% 30%
ANALYSISThis diagram shows that, 30% of the market is influencing by paint contractors, then the most influencing factor is interior designers with 15% market share. Least affecting factors are society incharge and decision maker in family.
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(4) INFLUENCING FEATURES FOR SALESThe next objective was to define the feature that influences the sales of the product and to what extent, for this a question is stated in the questionnaire, stating the features and ranking according to the liking. This research also gave out amazing results, giving out the most important feature that is needed to be worked on by a paint company in the paint industry.
The factors as drafted rank wise are as follows:Feature 1. Service 2. Quality 3. Price 4. Customers demand 5. Shades available 6. Specific product with that company 7. Relationship with the company 8. Others
Approx. % influence 27 20 18 14 10 5 4 2
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ANALYSIS-
This diagram shows that, service influences sales by 27% , quality of product by 20% price by 18%, customers demand by 14%. Least affecting factor is relationships with 4%.Some others factors are also present in market and they affect the sales continuously.
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(5) MARKET SHARES OF COMPANIESWhen we consider the market share in the decorative segment.We see that Asian paint is on the top with 30% market share and Nerolac on the second position wherease Nerolac paints is the market leader in Industrial segment with 70% market share.We can understand it with the following diagram.
Nerolac paints 20
ICI paints 15
MARKET SHARE
30 25 20 MARKET 15 SHARE (%) 10 5 0 asian paints Nerolac paints Ici paints
COMPANY
Berger paints
Others
ANALYSISThis diagram shows that, Asian paints has acquired the 30% market share of paint industry, Nerolac paints is on the second position with 20% market share. We can
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understand easily through this diagram that Berger paints has least market share with 12%.
(6) PREFERENCE OF ARCHITECTSAccording to Architects, they mostly like Nerolac Impression as a Kansai Nerolac Company product. We can understand their liking about different product through this diagram. Products Architects Choice(%) Nerolac Impression 30% Nerolac Distemper 25% Nerolac Lustre 20% Nerolac Enamel 15% Nerolac Texture 10%
PREFERENCE OF ARCHITECTS
35% 30% 25% 20% 15% 10% 5% 0% Nerolac Impression Nerolac Distemper Nerolac Lustre PRODUCTS
Sorce- Architects ANALYSIS-
ARCHITECT'S CHOICE
Nerolac Enamel
Nerolac Texture
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This diagram shows that, architects likes the nerolac impression mostly with 30% , nerolac distemper with 25%, nerolac luster with 20%, nerolac enamel with 15% and nerolac texture with 10%.
(7) BUSINESS BY PAINT CONTRACTORPaint Contractors are the most important factor in the paint market. Here we discuss about the percentage of business given by them to each of the company for the following product at their site. INTERIOR EMULSION Company Business by Paint Contractor Nerolac paints 35% Asian Paints 45% ICI Paints 12% Berger Paints 8%
12%
8% 35%
45%
ANALYSIS-
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This diagram shows that, in interior emulsion segment 45% business is given to asian paints, 35% business to nerolac paints, 12% business to ICI paints and 8% to berger paints.
EXTERIOR EMULSION
Company Nerolac Paints Business by Paint 40% Contractor Asian Paints 42% ICI Paints 8% Berger Paints 10%
8%
10% 40%
42%
ANALYSIS-
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This diagram represents, in exterior emulsion segment, 42% business is given to Asian paints, 40% business to Nerolac paints, 10% to Berger paints and 8% to ICIpaints.
(8) IMPACT OF SALES PROMOTIONOn the sales of exterior paints there is a great impact of sales promotion activities. We can understand it with the help of following diagram. Company Impact of Promotion . Nerolac Paints sales 32% Asian Paints 26% ICI Paints 24% Berger Paints 18%
Nerolac Paints
Asian Paints
ICI Paints
Berger Paints
Company
ANALYSIS-
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On Nerolac paints, sales promotion has a great impact of 32% on his sales of exterior paints, whereas Asian paints is effected by 26% , ICI paints by 24% and Berger paints by 18% . Really sales promotion have a great impact on sales of paints products.
CHAPTER-4
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CONCLUSIONSAfter the study and an in- depth analysis of the factors that prevail in the paint industry. The conclusion that came up are: (1) The best paint in the decorative market as considered and like is Asian Paints.The best paint in the industrial market is Nerolac paints. (2) The most influencing factors of market are:- Paint Contractors - Architects & - Interior Designers. (3) The feature that drives the maximum sale is the service with 27% power of moving the market. (4) Paint industry is mainly dealer based industry. (5) In paint industry, demand & supply chain management has great importance. It playes a vital role for reputation of any paint company.
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CHAPTER- 5
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RECOMMENDATIONSThe Recommendations that are put forward are: Advertising of Nerolac is weak and thus extensive and innovative advertising catches a great need. The schemes like Rishta Rangon ke Sang etc. should be taken as a sales tool and should be properly formulated and implemented. Schemes should also be drafted for increasing the interest of Architects and Interior Designers as well, as they prove an important factor of influence in the Exterior Paint market. The Nerolac supply chain management is studied and found to be weak as there is less follow-ups and even the delivery of products to consumers and dealers takes an average time frame of 3 to 4 days as compared to 4 hours of Asian Paints. The frequency of advertisement in print and media is also very small i.e. Asian Paints has 2 advertisements on television every hour whereas Nerolac has 1 advertisement in 2 hours and thus the ratio is 4:1. Marketing should be done in all levels, from grassroots of Painters to big Builders. Increase the visibility of Nerolac by giving free poster, costars, pen, danglers, clock etc to Dealers and other people. Increase product knowledge among employees and customers.
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Thus these are the following areas that can be worked on in order to increase the sale of the Exterior paint market. The factors that influence the market should be taken extra care while drafting plans and policies. The company should try to work on the lines stating that the marketing should be considered as important as producing a product.
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Q-1) Which color do you like the most? __________________________ Q-2) What all Paint Brands are you aware off? _______________________________________ Q-3) Which Brand do you like the most? a) Nerolac b) Asian c) Berger d) ICI e) Others
Q-4) Which brand do you suggest to your customers and why? ________________________________________________________________________ _ Q-5) Have you ever used or suggested Nerolac Paint in the last one year? Yes/No Q-6) If No why? Q-7) If Yes which Product and What? Q-8) Which feature do you like about Nerolac Paints & Why? ___________________________ Q-9) Which feature do you dislike about Nerolac Paints & Why? _________________________ Q-10) What is the Basic parameter that you analyze while choosing an Exterior Paint?
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a) Price
Q-11) Are you aware about the new Texture Paints? Yes/No Q-12) Whom does you think take the last decision of which brand and colour to be used? a) Architects b) Builders/House owners c) Paint Contractors d) Interior Designers
Phone No.Occupation-
Q-1) What all Paint Brands are you aware off? _______________________________________________ Q-2) Which Brand do you like the most? a) Nerolac b) Asian c) Berger d) ICI e) Others
Q-3) Please rank the following factors according to their importance to you from 1 to 8 where 1 being the most important and 8 being the least important. a) Price b) Quality c) Service d) Relationship with the company
e) Shades available f) Specific Products with that company g) Customers demand h) Others (Specify) ________________ Q-4) Which Brand would you call yourself loyal to? a) Nerolac b) Asian c) Berger d) ICI e) Others (Specify) ________ b) No
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Q-7) If Yes which Product (Interior Emulsion, Exterior Emulsion, Primer, Enamel, Distemper) and Why? _____________________________________________________________________ _________
Q-8) Who take the Decision of Painting at your site? a) Builders b) Society/Office/Building In charge c) Architect/Consultant d) Contractor e) Interior Designers e) Others (Specify) __________________________ Q-9) What all Exterior & Interiors Products are you aware off? Q-10) Which Exterior & Interior Paint do you use and Why? _____________________________________________________________________ ___
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Appendix 3 Questionnaires used :- (Contractors) Q-1) Which color do you like the most? ______________ Q-2) Which Paint Brands are you aware of? _______________ Q-3) Which Brand would you call yourself loyal to? a) Nerolac b) Asian c) Berger d) ICI e) Others (specify) __________ Q-4) Which paint have you used in your house? _________________ Q-5) What is the percentage of business you give to each of the company for the following at your site: Interior Emulsion: a) Kansai Nerolac Paints b) Asian Paints c )ICI d) Berger Exterior Emulsion: a) Kansai Nerolac Paints b) Asian Paints c )ICI d) Berger Q-10) Please rank the following factors according to their importance to you from 1 to 8 where 1 being the most important and 8 being the least important. a) Price b) Quality c) Service d) Relationship with the company e) Shades available f) Specific Products with that company g) Customers demand h) Others (Specify)____ Q-11) How would you rank the following Exterior Products: Nerolac Excel Everlast Pliolite Nerolac Excel Total Nerolac Suraksha Weathershield Max Asian Apex Ultima Asian Paint ACE
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Q-12) Have you ever used Nerolac Paints in the last one year? a) Yes Q-13) If yes then what product: a) Interior Emulsion b) Exterior Emulsion c) Primers d) Enamel e) Distemper
b) No
Q-16) If No why? _________________________________________________________ _____________________________________________________________________ ____ Q-17) Who take the decision of the Paint shade at your site? a) Paint Contractor b) Spouse/Husband c) Children d) Painter e) Retailer f) Architect g) Interior Designer h) Suggestion by friend i) others (Specify) Q-18) Who Take the Decision of the Paint Brand at your site? a) Paint Contractor b) Spouse/Husband c) Children d) Painter e) Retailer f) Others (Specify)_______
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Q-1) What all Paint Brands are you aware off? _______________________________________________ Q-2) Which Brand do you like the most? a) Nerolac b) Asian c) Berger d) ICI e) Others
Q-3) Please rank the following factors according to their importance to you from 1 to 8 where 1 being the most important and 8 being the least important. a)Price b) Quality c) Service d) Relationship with the company e) Shades available f) Specific Products with that company g) Customers demand h) Others (Specify) ____ Q-4) Which Brand would you call yourself loyal to? a) Nerolac b) Asian _____________ c) Berger d) ICI e) Others (specify) b) No
Q-6) If No why? _____________________________________________________________________ ___ Q-7) If Yes which Product (Interior Emulsion, Exterior Emulsion, Primer, Enamel, Distemper) and Why? _____________________________________________________________________ ____
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Q-8) Who take the Decision of Paint Brand & Colour at your site? a) Interior Designers b) Your Customers c) Architect/Consultant d) Paint Contractor e) Others (Specify) _________________________ Q-9) What all Exterior & Interiors Products are you aware off?___________________ Q-10) Which Exterior & Interior Paint do you use and Why? _____________________________________________________________________ _
BIBLIOGRAPHY
The information of the database is primary information mainly collected from the various reputed Government Authorities, such as:1. Architects- Indian Institute of Architects (IIA) 2. Builders- Builders Association of India (BAI) 3. Interior Designers- Indian Institute of Interior Designers (IIID) The information about the products is taken by:1. 2. 3. 4. 5. 6. www.nerolac.com www.asianpaints.com www.icipaints.com www.bergerpaints.com www.crisil.com www.acnielsen.com
Other InformationsMarketing Management(12th edition)- Philip Kotlar-Page no.- 102 Research Methodology (2nd edition)- C.R. Kothari- Page no.-10 Information regarding the other consumers is secondary information and is taken by the following:1. Paint Contractors- Paint Dealers, Winners of Promotional Schemes 2. Society or House In charge- Property websites Other information is taken by the Respective employees of KNP regarding the other small factors that affects the Paint Market.
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