A Perfect Marketing Project For MBA Students

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

This project can never be prepared by the singular efforts but I also demand
the help and guardians of some conversant person who under pin actively
or passively in the completion of a successful project.
I wish to express my sincere gratitude to Mr. Arvind Iyer (Regional
Manager, NEWB) for giving me the opportunity to do my summer training
at his highly esteemed Organization.
I am also grateful to Mr. Ajay Sharma (Area Sales Executive) for his
valuable
guidance,
advice,
suggestion
and
constant
encouragement
rendered to me at every stage.

I am also thankful to Project Sales Officer of Asian paints respected Mr.
Chandan Sribastab, Mr. Niladri Mukherjee, Mr. Rajat Gan
Chowdhury, Mr. Indrajit Ghosh, Mr. Niraj Sinha and Mr. Dhiman
Thakur for giving me information and guidance during my training period.
I would like to thank to Prof. Sudipto Mitra (campus head) and faculty
member Prof. Mahua Banerjee who were always there for my help
whenever needed.
I am also thankful to all others who helped me directly or indirectly towards
the completion of my project work.
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SUVADEEP BAGCHI
MBA (Marketing)
INTERNATIONAL BUSINESS SCHOOL, KOLKATA
Table of Contents
Component
List of figures
List of Tables
Executive Summary
Company Profile
Objectives
What is Paint
Concept of builders
Time Scheduling
Research Methodology
Data Analysis
Findings
Recommendation
Conclusion
References
Appendices
Abbreviations
Annexure
Figure
No.
I.
II.
III.
IV.
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List of
Description of figure
figure
Different surface of paint
Factors of good paint
A Pie chart to described decorative paint market segment in India
A Pie chart to described Industrial paint market segment in India
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V.
VI.
VII.
VIII.
IX.
X.
XI.
XII.
XIII.
XIV.
XV.
XVI.
XVII.
XVIII.
XIX.
XX.
XXI.
XXII.
XXIII.
XXIV.
XXV.
XXVI.
XXVII.
XXVIII.
XXIX.
XXX.
XXXI.
XXXII.
XXXIII.
XXXIV.
A Pie chart to described whole Indian market segmentation

A chart showing different types of builders
A chart showing types of project according to their condition
The graph showing comparative time scheduling of numbers of days
planed & actual work
Normal distribution
A chart showing the components of hypothesis
SCREE PLOT showing the Eigen values according to the Components
Result of all test all at a glance
A Pie chart to described Builder satisfaction in product coverage
Bar graph to described different types of builders satisfaction in product
coverage
A Pie chart to described Builder satisfaction in product longevity
longevity
A Pie chart to described Builder satisfaction in product quality
quality
A Pie chart to described Builder satisfaction in value for money of APL
product
Bar graph to described different types of builders satisfaction in value for
money of APL product
A Pie chart to described Builder satisfaction in product range of APL
range of APL product
A Pie chart to described Builder satisfaction in pre-selling service of APL
Bar graph to described different types of builders satisfaction in pre-selling
service of APL
A Pie chart to described Builder satisfaction in post-selling service of APL
Bar graph to described different types of builders satisfaction in postselling service of APL
A Pie chart to described builder knowledge about texture finish
Bar graph to described the brand preference of APL at key account builders
point of view
Bar graph to described the brand preference of APL at mid rank builders
point of view
Bar graph to described the brand preference of APL at small promoter
point of view
A bar graph showing Comparative analysis of different paint manufacturer
according to the satisfaction level of builders
A bar graph showing Comparative analysis according to builders
satisfaction in paint Quality, coverage and longevity
A bar graph showing Comparative analysis of different paint manufacturer
according to builders satisfaction in company services
A flow chart to maintain builders relation
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List of tables
Table
Description of table
No.
Page
No.
a.
Comparative time scheduling of numbers of days planed &
29
b.
actual work
Sample size details
38
c.
Weight age assumption of Likert scale
42
d.
Result of Z-test
48
e.
Result of Reliability Analysis
50
f.
Result of KMO & Bartlettes Test for Sphericity
53
g.
Total variance explained
54
h.
Result of Rotated Component Matrix
55
i.
Component extraction from Rotated Component Matrix
56
j.
Percentage of responded builders in coverage of APL product
58
k.
Percentage of responded builders in longevity of APL products
60
l.
Percentage of responded builders in Quality of APL product
62
m.
Percentage of responded builders in value for money of APL
64
n.
products
Percentage of responded builders in products range of APL
66
o.
Percentage of responded builders in pre-selling services of APL
68
p.
Percentage of responded builders in the post-selling services of
70
q.
APL
Percentage of responded builders in Knowledge about texture
72
finish
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C h a p te r
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Executive Summary
1. Introduction: Customer Satisfaction is the buzzword used by the business people for the
success of organization in the present days. Due to the increases of heavy
competition in every product line it become difficult for the companies to
retain the customers for longer time. So retain the customer for longer time
the marketer has to do only one thing i.e. customer satisfaction .If customer
is fully satisfied by the product it not only rub the organization successfully
but also fetch many benefits for the company.
This research is a hypothesized study which was conducted to measure the
Builders satisfaction level towards the project sales division of Asian paints.
This research was conducted in Kolkata. This project was done during the
period of 15 May 2010 to 15 July 2010.
2. Aim and objectives: Aim of this project is to find out satisfaction level of builders towards the APL
Company and also categories the builders according to companys level
plan.
3. Methodology: To meet the research objectives, following activities have been performed.
1. An extensive search of relevant literature from news articles, internet,
books. This step guided the development of the methods and
instruments for collecting data.
2. Designing the questionnaire.
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3. Survey has been carried out by face to face interviews with the
questionnaire.
4. The Survey was included both by quantitative, forced-choice or close
ended questions, qualitative and open-ended questions. Analysis was
done on the basis of the information gathered at the time of interview.
4. Finding and recommendation:It seems self evident that companies should try to satisfy their
Builders. Satisfied builders usually return and buy more; they convey
other builders about their experiences and make them loyal towards
the company. The different strategies have to be followed by Asian
paints, consists of Customer relationship management, strategy to
provide better facility and strategy to provide better after sales service
to builders.
CRM as a tool was used to create positive word-of-mouth, to monitor
customer experiences and generate referrals. A series of CRM activities
were implemented with regular direct communication, customer
satisfaction surveys, events, festive offers, rewards program, etc.
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C h a p te r
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Company profile
1. Introduction:Asian Paints is India's largest paint company and ranked among the top ten
Decorative coatings companies in the world with a turnover of INR 66.80
billion. Asian Paints along with its subsidiaries have operations in 17
countries across the world with 23 paint manufacturing facilities, servicing
consumers in 65 countries through Berger International, SCIB Paints Egypt,
Asian Paints, Apco Coatings and Taubmans.
2. Vision:Asian Paints aims to become one of the top five Decorative coatings
companies world-wide by leveraging its expertise in the higher growth
emerging markets. Simultaneously, the company intends to build long term
value in the Industrial coatings business through alliances with established
global partners.
3. History:Today: Asian Paints becomes the 10th largest decorative paint company in
the world
Asian Paints is more than twice the size of its nearest competitor
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It is one of the most admired companies in India

Present in 22 countries with 27 manufacturing locations, over 2500
SKU's, Integrated SAP - ERP & i2 - SCM solution
Rated Best Employer by BT-Hewitt survey, 2000 Bluest of the blue
chips by Hindu Business Line; Most admired company to work for by
ET-BT survey, 2000
On the recommendations of Booz, Allen and Hamilton, Asian Paints
restructured itself into Growth, Decorative and International
business units and adopted SCM and ERP technology
Asian Paints aims to become the 5th largest decorative paint
company in the world.
1967
Asian Paints emerges as India's leading paint company ahead of any
international competition.
1957 - 66
The family-owned company makes the transition to a professionally
managed organisation.
British company Balmer Lawrie rejects the products of a giant British
paint company in favour of Asian Paints.
Asian Paints embarks on an ambitious grassroots marketing campaign,
partnering with thousands of dealers in small towns all over India.
1954
Asian Paints mascot, Gattu, the mischievous kid, is born.
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1945
Asian Paints touches a turnover of Rs. 3, 50,000, with an innovative
marketing strategy "to reach consumers in the remotest corners of the
country with small packs."
1st February, 1942
Armed with little knowledge and great determination, Champaklal H.
Choksey, Chimanlal N. Choksi, Suryakant C. Dani and Arvind R. Vakil
get together to manufacture paint in a garage on Foras Road, Bombay.
They name their company 'The Asian Oil & Paint Company', a name
that they picked randomly from a telephone directory.
4. Human Resources
Asian Paints believes that people are its strongest assets, for a company can
go only as high as its people aim. It is people who innovate and invent, and
who engineer the efficiencies that make a business succeed. It is they who
drive growth and lead to greater heights. At Asian Paints, our human
resources systems are designed to create a focused, performance oriented
and agile company. Talent pools of over 4700 employees employed across
23 countries bring in a unique blend of mindsets and skills.
An open and interactive work culture brings out the best in our people. A
sense of ownership and freedom to experiment at their workplace brings out
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creativity and innovation in every individual. Excellent training is provided

to develop leaders and re-strengthen competencies from within the
organization. Besides encouraging achievers from within the organization,
we absorb the best talent from some of the best management and
technology institutes in the country.
We hire people who are best suited to the job and whose personal goals are
in alignment with our corporate purpose. Thus, the task is cut out for every
individual within the framework of result-orientation, market insight,
customer perspective, trust, respect and problem solving.
The commitment of our people and their sense of discipline and ownership
continue to drive growth for our company.
C h a p te r
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1
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Objectives
Knowledge must not be confined to ivory towers;
but step out and find practical applications
1. Primary Objective: -
Mapping of Builders
:-
Find out new builders group name, Key
person of that builder group( contact number& office address),

Ongoing projects name and location, total painting area (External &
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Internal) , number of project already done and average per year to

distinguish the Builders according to its capacity and also distinguish
the project according to project situation (Hot ,Warm & Cold).
Satisfaction of Builders for Asian paints project sales

division: - Identify the builders satisfaction level towards Asian
paints product quality, coverage, longevity, pricing, pre & post
selling service.
2. Secondary Objective: Identify the following: Kind of services expected by builders from a paint company.
Strengths/Weakness of Asian paints Company.
Type of services provided better by the competitor.
Nearest competitor of Asian paints in builder section.
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What is paint?
Definition: Paint is a pigmented material which when applied to a surface
forms a solid opaque coating under normal conditions of
atmospheric temperature or elevated temperature.
Paint is a solid / fluid material which when spread over a surface
in the form of a thin layer will form a solid, adherent, cohesive dry
film in transparent / opaque form.
Paint is a coating which makes a film over the surface and
protects the surface from internal and external environment and
decorates the surface.
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Purpose of painting:
To protect the surface.

To decorate the surface.
To hide the surface.
Aesthetics & Identity
Components of paints:
Pigment
Binder
Solvent
Additives
The important features required for each of these components will

be discussed below.
Pigments: By pigments we mean the insoluble solid substances, supplied in

fine particles sizes which give the dried paint film its desired color,
hiding and other optical properties and also to confer increased
hardness, durability and protective properties.
Pigments have also been found to affect the consistency and the
application properties of the paints consistency and the application
properties of the paints considerably.
Vehicle: Vehicle, which is also called Binder or medium for paints, is the
firm forming material; which binds the pigments and keeps them
in suspension in a film.
These clear media are of considerable importance, since they
control to a great extent many of the fundamental properties of
the coating.
To ease and manner of application; speed of dying under various
conditions and properties like protection against corrosion and
resistance to different chemicals are all largely dependent on the
other type of medium used.
Vehicle can be broadly classified into two- non synthetic type and
synthetic type. Non-synthetic medium for paints may be either a
processed or unprocessed drying type vegetable oil or a
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varnished medium made by cooking vegetable oil with naturally

occurring resin.
Synthetic resins are made by the interaction of different
chemicals and sometimes these are modified by naturally
occurring materials like vegetable oils or rosin (naturally occurring
resin).
The synthetic resins are tailor made materials and are designed to
suit the requirements desired. Often more than one synthetic
medium are in use of synthetic enamel to meet different
performance requirements desired in the product.
Solvent: It might be assumed that because the solvents of paint are
ultimately lost evaporation, their importance is small relative to

that of the other ingredients. In practice, considerable knowledge
of the properties of the volatile ingredients of paints is essential in
order to formulate the wide variety of finishes.
For convenience of study the solvents may be classified into
several classes and this classification may be done in a number of
ways.
One type of classification may be done on the basis of solvent
power . The solvent power as a solvent for a solute is its ability
to dissolve the solute.
A solvent has maximum solvent power when it dissolves a solute
as completely as possible, over a wide range of concentration.
As per this classification lacquer thinners are mixtures of true
solvents latent solvent and diluents.
A latent solvent is defined as a volatile ingredient added to a
lacquer which, although it is not solvent for the principle film
forming polymer and is added for the purpose of reducing the
cost or increasing the solvent power of the solvent mixture.
Additives: - Besides the three main categories of ingredients, paint can

have a wide variety of miscellaneous additives, which are usually
added in very small amounts(1 - 4 gm in 100 gm of paint) and yet give
a very significant effect on the product. Some examples include
additives to modify surface tension, improve flow properties, improve
the finished appearance, increase wet edge, improve pigment stability,
impart antifreeze properties, control foaming, control skinning, etc.
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Other types of additives include catalysts, thickeners, stabilizers,

emulsifiers, texturizers, adhesion promoters, UV stabilizers, flatteners
(de-glossing agents), biocides to fight bacterial growth, and the
like.They are available in all stages of paint making Processing : Wetting, Dispersing agents
Application : Thixotropic Additives (for making thick structure
prevents sagging)
Storage
: Anti- skinning agents
Performance : Biocides
Painting Surface
henFugsactorRiPSWblExTmpyIvAUV\Dk
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Figure I
Factors of good Paint
Figure II
The
Indian
paint industry
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The market size of the Indian paints sector has been pegged at Rs 170
billion in value terms and is very fragmented.
While in value terms, the industry grew by 17% to 18% in FY09, in
volume terms, the growth stood at 9% year over year, the lowest in the
last five year.
The per capita consumption of paints in India stands at 0.5 kg per
annum as compared to 1.6 kg in China & 22 Kg in developed
economies. Indias share in the world paint market is just 0.6%.
The unorganized sector controls around 35% of paint market, with the
organized sector accounting for the balance. In the unorganized
segment, there are about 2000 units having small and medium sized
paints manufacturing plants.
The unorganized sector has historically been dominant due to the high
excise structure.
Over the last five years, the excise rates have come down drastically
from 40% to 18% resulting in erosion of the unorganized sectors
share.
The paint industry is characterized by low fixed assets intensity but
high working capital intensity. The main investments are in brand
building and distribution infrastructure.
New trends are emerging in technology and marketing. Introduction of
Tinting Machine at the dealer / retailer level will bring down working
capital costs.
Also new technology is being used for increasing the utility and
lifespan of paints. Indian industry will have to keep pace with global
technological changes to maintain their competitiveness.
Already a few alliances have been entered into and the number is likely
to increase in the future.
The outlook for the industry is positive especially given the good
prospect for automotive and white goods industry.
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Moreover, housing is expected to grow rapidly on the back of rising

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

The utility of paints have evolved from a decorative use to surface
protection also known as surface coatings, paints can be classified on the
basis of end use, solvent system and solid content.
End use classification:- paints can be classified as
Decorative/architectural paint
Industrial paints and automotive coating.
Decorative Paints: Decorative paints account covers almost 70% of

the overall paint market in India. In this segment Asian paint has been
a leader for almost four decades. Decorative paints include wall
finishes, for interior & exterior uses, examples, wood finishes &
ancillary products such as primers, putties, etc.
Industrial Coatings: An industrial coating is paint or coating defined
by its protective, rather than its aesthetic properties, although it can
provide both. The most common use of industrial coatings is for
corrosion control of steel or concrete. The most common polymers
used in industrial coatings are polyurethane, epoxy and moisture cure
urethane. Industrial coatings have a moderate growth rate than
decorative coating, led by the growth in automotive original equipment
sector, powder coatings & protective coatings. Industrial coatings are
classified into automotive & non-automotive coatings. While Asian
paints Industrial coating Ltd. (APICL) services the powder coating
segment, Asian paints Ltd. caters to be remaining non-auto industrial
coatings segments.
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Solvent based classification: - This includes paints which use

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

Decorative or architectural paints: - Decorative or architectural
paints cover mainly the housing sector. Decorative or architectural paints
can be differentiated into
Premium segments: - (40%) Premium decorative paints are acrylic
emulsions used mostly in the metropolitan cities.
Medium segments: - (40%) The medium range consists of enamels,
popular in smaller cities and towns.
Distemper segments :- ( 20%) Distempers are economy products
demanded in the suburban and rural markets.
Decorative paint segment : ON PRODUCT LINE

Premium segment:
Metropolitan cities
Medium segment: Smaller
cities & towns
Distemper segment:
Suburban & Rural market
Figure III
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NOTE: - Decorative paints sold in India covers 40% Premium segment,

40% Medium segment and 20% of all are Distempers segment and it is
here that the unorganized sector has dominance. Key success factors in
the decorative paints segment:
Brand equity
a wide range of shades
distribution strength efficient working capital management
Industrial paints: - Industrial paints can be differentiated into:
Automotive Paints - 50%

High Performance Coating - 30%
Powder Coating - 10%
Coil Coating - 5%
Marine Paints - 5%
Industrial paint segment: ON PRODUCT LINE

Automotive Paints
High Performance Coating
Powder Coating
Coil Coating
Marine Paints
Figure IV
NOTE:- Industrial paints sold in India covers 50% Automotive paints ,

30% High performance coating paints ,10%Powder coating paints, 5%Coil
coating paints , 5% Marine coating paints.
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Indian paints market
3%
Decorative Paints segment
28%
Industrial paint segment

69%
Automotive coating
Figure V
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Concept of builders
1. Definition:A builder is responsible for the construction of masonry structures.
Their work can involve sheet rock, ceramic tile, painting, personnel
deal with material estimates and labor projections.
2. Generally Builders are performing the following tasks:

Examine and interpret clients plan or arrange the drawing of plan to
meet the building regulations.
Submit tenders (offers to do jobs at a stated price), quote the prices for
the project.
Arrange submission of plans to local authorities for approval and
arrange inspections of building work.
Organize subcontractors to carry out all stages of building work and
negotiate rates.
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Calculate quantities of material required for building projects and order

these from building suppliers or advertise for tenders.
Arrange delivery times of materials to coincide with various stages of
the building process.
Supervise the work of subcontractors to make sure buildings are of an
acceptable standard and are proceeding according to time schedule.
3. How builders work: Builder visits the site to learn more about it, talks with the architect
who designed the project about the plan and develops an estimate for
the client. The estimate includes all types cost associated with the
project. Laid out a document which reduced the costs so that people
understand how the builder arrived at the estimate. Once the estimate
is approved, the builder starts work.
Builders are the coordinators of the construction site. With the
architect's drawings in hand, they find people to perform all the work,
including establishing foundations, framing, siding, roofing, and interior
finishing such as plumbing, wiring, dry walling and painting .
Builders also handle tasks like ordering supplies, controlling supply
costs, managing waste, confirming that all of the contractors and
employees are qualified for the work, and working with property
inspectors to ensure that the structure meets the building code.
Typically, builder has a large staff so that it can have several projects
underway at once, and the staff includes people experienced in many
different aspects of construction, from lawyers who handle
construction issues to foremen with extensive experience in the field.
The services offered by a builder can vary widely. Many choose to
specialize in particular types of projects, such as Residential &
Commercial Complexes, Office Buildings and Township, Shopping mall,
Hospital, Institution, Clubs & resort, Hospitality sector etc.
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Builders often begin their job by helping to obtain building permits and
by surveying land so that they know what to keep in mind while
building on it, such as its drainage and natural vegetation. Once the
builder establishes that the property is ready, building begins! Builders
are on-sight during construction making sure that all of the aspects of
the structure are built properly and according to plan.
4. Types of Builders:There many types of builders but for my project I am concern those
builders who construct masonry structure. According to my project I
differentiate the builders in basis of their working process and Asian
paints Company segmented the builders on the basis of their capacity
for betterment of their service.
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Fig: - showing types of builders
According to their working process
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Project builders: Project builders generally: Have a number of different houses being constructed at one
time.
Have a team of salespeople to negotiate the building deal.
Offer the home buyer access to a design service.
Offer house and land packages and possibly finance.
Contract builders: Contract builders generally: Offer a more personalized service and custom-built houses.
Remain personally involved with a project from start to finish.
Offer a design service.
According to their Capacity

Key account
Mid rank builders
Small
Key Account:-Those builders come under the key account
Have a number of different Projects constructed.
Have a team of salespeople to negotiate the building deal.
Construct huge size of building constantly.
Construct Residential & Commercial Complexes, Office
Buildings and Township, Shopping mall, Hospital, Institution,
Clubs & resort, Hospitality sector etc.
Example: - Orbit Group, Merlin group
Mid rank builders:-Those builders come under the Mid rank builders
Construct not more than three projects in year.
Construct only Residential & Commercial Complexes.
Example: - ADYA Group, Vinyak Builders.
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Small: Offer a more personalized service and custom built houses.

Construct not more than two projects in year and also not
consistent.
Construct residential flat.
Usually known as promoter.
Example: - Rakhee construction.

According to the project condition:-According to project condition
Builders project are segmented in three categories : Ongoing
Under follow-up
Closed
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Figure VII
Fig: - Different types of project according to their condition
Ongoing: - On going projects are those which are started but not ready for
painting. It is segmented by three categories: Starting phase
Under construction
Fully completed
Under follow-up:- Ready for painting but yet not painted for final decision.
It is also segmented by three categories for its time duration: Hot (0 60 days)
Warm (60-120 days)
Cold (120+ days)
Closed: - Painting job fully completed
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Time Scheduling
In this project I have some work plan and its execution. My project is of 60 days,
i.e., 2 months.
Table a
Activities
Number of Days
Number of days
Planned
Actual work
My induction & company profile

Product knowledge
Concept of Builders and their working
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Questionnaire preparation
Visit market with PSO
Builders data collection from
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Sonarpur
Builders data collection from Garia
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11
Dumdum
Builders data collection from Paik
para
Ballygunge
Builders data collection from Hazra
road
Builders data collection from Barasat
Grouping the raw data
Analysis of the data
Final preparation of the project
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Tollygunge
A graph of time scheduling
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Chart Title
Number of Days Planned
Number of days Actual work

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

planed & actual work
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C h a p te r
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Research methodology
Research Framework:The report has been prepared on the basis of information collected
from different sources. In order to achieve the objective of the project
proper research method was applied. After giving thorough brain storming
session, objectives were selected and the set on the base of these
objectives, a questionnaire was designed giving major emphasis by
gathering new ideas or insight so as to determine and bind out solution to
the problems.
Research Process:In this project I had to survey the various location of Kolkata. In my
survey primarily I had to find out the ongoing project work, builders and
project name of that project work, information about the builders and
secondarily the presence of competitor and the other factors that would
facilitate the company.
For these objectives the research methodology that I followed:
Defining the objective

Scope and limitation of the study
Develop the research plan
Determine research design
Identify data types and sources

Research approaches
Research Instruments
P a g e | 36
Design data collection questionnaires

Determine sample plan and size
Contact methods
Collect the data
Objectives of the study:-
To identify the loyalty of Builders towards Asian paints company.

To identify the key factor of builders satisfaction.
To measure the specific status for satisfaction and dissatisfaction
of builders.
A study on competitive paint market in builders section.
Scope of the study:-
Scope of the study mainly to know the current level of Builders

satisfaction.
Scope of the study mainly to know the loyalty of the Builders
towards the company.
To give suggestion regarding improvement of performance
standard of the Company.
To inform the management about current level.
The data has been analyzed and presented in a simple and
precise way on the basis of which pertinent recommendations
have been made to the company to better the services, policies
and strategies.
Limitations of the study: Time limit restricts detailed survey work for this particular topic of
research.
The survey is restricted to the builders who are involved in project
work.
P a g e | 37
Some Builders have lack of time, so they may not communicate

properly.
This research is geographically restricted to Kolkata only. Hence
the result cannot be extrapolated to other places.
The sample size is small due to the specified reasons.
Findings are based on sample survey.
Research plan: Time span 12.05.2010 to 12.07.2010

Total 8 weeks working.
Actual field working1. To identify the project work.
2. To meet Builders directly on the project site or in
their office as their availability.
3. To meet promoters directly on the site.
Introduction and gathered product knowledge 5 days
Data collection time 5 weeks & 2 days.
Analysis of the data -1 week.
Final Preparation of project 1 week.
Research design:- Marketing research can classify in one of three
categories: Exploratory research
Descriptive research
Causal research
These classifications are made according to the objective of the
research. In some cases the research will fall into one of these
P a g e | 38
categories, but in other cases different phases of the same research

project will fall into different categories.
Exploratory research: - has the goal of formulating problems
more precisely, clarifying concepts, and gathering explanations,
gaining insight, eliminating impractical ideas, and forming
hypotheses.
In my project I have used this research. This study is a mix of
explorative and formal methodologies adopting monitoring and
observing to study the Builders.
Descriptive research: - is more rigid than exploratory research
and seeks to describe users of a product, determine the proportion
of the population that uses a product, or predict future demand for a
product.
Causal research: - seeks to find cause and affect relationships
between variables. It accomplishes this goal through laboratory and
field experiments.
Data types and sources: - For this project both primary and
secondary data were the most valuable source of information.
Secondary Data
Before going through the time and expense of collecting primary
data, one should check for secondary data that previously may have
been collected for other purposes but that can be used in the
immediate study. The secondary data was the most important
source for my project to find out the builders. In my project the
secondary data are collected from
P a g e | 39
List of builders addresses given from company.

Internet.
Newspaper.
Magazines.
Company web site.
Secondary data has the advantage of saving time and reducing data
gathering costs. The disadvantages are that the data may not fit the
problem perfectly and that the accuracy may be more difficult to
verify for secondary data than for primary data.
Primary data
Often, secondary data must be supplemented by primary data
originated specifically for the study at hand. Primary data are data
freshly gathered for a specific purpose. In my project the source of
primary data is Questionnaire Method.
Research approaches: - From the two data source which I have

mentioned above secondary data are the easiest way to gather and
the cost of collecting this data is very low and easily available from the
respective association.
After collecting the secondary data or information from the
secondary sources then I started collecting primary data from Builders
to narrow down my research. There are basically five ways to collect
data: Survey Research: - This method was the most appropriate
way to collect data. The research approach is a widely used
method for data collection and best suited for descriptive type
of research survey includes research instrument like
questionnaire which can be structured and unstructured. And I
P a g e | 40
have used this method in my project to find out the builders

satisfaction.
Observational Research: - This method was not used by me
in my project, because this survey has no use for me.
Focus-group Research: - This method is also not used by
me in my survey.
Behavioral data:-This method was also not used by me in my
survey.
Research instrument: - There is various way of research
instrument of collecting primary data, the various methods are Questionnaires.
Psychological tools.
Mechanical Devices.
Qualitative Measures.
From the above mentioned research instruments I had used only
Questionnaires technique to find out the builders satisfaction
towards Asian paints Company.
Questionnaire Design:-The questionnaire is an important tool for
gathering primary data. Poorly constructed questions can result in
large errors and invalidate the research data, so significant effort
should be put into the questionnaire design. In this project I am
formulated the questionnaire in the following manner: At the top of the survey questionnaire was formulated to take
the project details and also builders details of that project.
Questionnaire was formulated containing 29 closed ended and
open ended questions.
P a g e | 41
Out of 29 questions 4 open ended questions and 25 close

ended questions.
Out of 25 questions 2 Dichotomous Questions (The
dichotomous question is generally a "yes/no" question), 7 Rank
Order Scaling Questions and 16 Rating Scale Questions were
there.
Questions were segmented into 4 parts to find out the
satisfaction of builders towards the company, product &
services.
The last part formulated to find out competitive analysis of the
paint market.
It is a total three pages questionnaire.
Sampling Plans: - After deciding the research approach and

instruments, now I had to decide on the sampling plan which was one
of the important task, because from the bunch of people I had to select
only those people (Builders), whom I can target from now onward
.There are three way of sorting the data :Sampling Unit: - who is to be surveyed? And now my task was to
define the target population, which will be sampled from the number
of people.
In this project my target population was only various types of
builders.
For finding satisfaction level of the builders I survey three kind
of builders
a) Key account (those builders comes under key account who
already done huge size of project).
b) Mid rank builders (Done smaller project than key account).
c) Small or promoter.
P a g e | 42
Sample Size: - large sample give more reliable result than small
sample, so for this reason I had taken around 70 builders to find out
the proper satisfaction level.
Table b
Unit
Key account
Mid rank builders
Small or promoter
Numbers
10 builders
25 builders
35 builders
Sampling Area:- Sample collected from the different parts of

Kolkata and suburb as follows
Sonarpur
Garia
Tollygunge
Dumdum
Paik para
Ballygunge
Hazra road
Barasat
Contact methods: - After identified the exact location of a builder

my task was how to contact them, and for me there only two ways of
contacting them.
Personal Interview: - this method was the most
appropriate way of survey, because by personal interview
with the help of questionnaire I came to know their feeling
about the Asian paints Company.
P a g e | 43
Telephone: - This method is also used by me because the

Builders had no time for me and there was no other option to
meet them.
C h a p te r
P a g e | 44
1
2
3
4
5
Data Analysis
Sampling method: - The sampling method for this study is as far as
possible Normally Distributed.
P a g e | 45
Figure IX
The sampling is done kept in mind to achieve some realistic results. The
Qualitative and Quantitative analysis samples were obtained by
Probability Sampling Method (where every sample from the
population of builders has equal chances of being selected). Simple
Random Sampling. (Samples were randomly selected from the
population of builders).
Scaling:-A scale is a mechanism by which individuals are
distinguished as to how they differ from one another on the variables
of interest of our study.
I have considered Nominal scale (Builders/project name, No. of
project done/ongoing in a year, project type) and the rest is Ordinal
scale. (Product satisfaction parameters, Service satisfaction
parameters and company satisfaction)
Rating scale:-I have used a Likert Scale to examine how strongly
respondents have agreed or disagreed with the statements given in
the Questionnaire on a five point scale with the following anchors:
Table c
P a g e | 46
STRONGLY
AGREE
AGREE
NEUTRA
L
DISAGR
EE
STRONG
LY
DISAGR
EE
Data analysis and interpretation methods:-The methods followed

for the analysis and interpretation of data are:
Z- Test
Reliability analysis
Factor analysis
Univariate Percentage Analysis
Weighted average method
Z-test: - A Z-test is any statistical test for which the distribution of the
test statistic under the null hypothesis can be approximated by a
normal distribution. Due to the central limit theorem, many test
statistics are approximately normally distributed for large samples.
Therefore, many statistical tests can be performed as approximate Ztests if the sample size is not too small.
P a g e | 47
Population normal, population infinite, sample size may be large or

small but variance of the population is known, H a may be one-sided or
two-sided:In such a situation z-test is used for testing hypothesis of
mean and the test statistic z is worked our as under:
z=
xH 0
p /n
Reliability analysis: - For using factor analysis to validate a

questionnaire, it is useful to check the reliability of that scale.
Reliability just means that a scale should consistently reflect the
construct it is measuring. One way to think of this is that, other things
being equal, a person should get the same score on a questionnaire if
they complete it at two different points in time.
Factor analysis: - Factor analysis is a statistical method used to
describe variability among observed variables in terms of a potentially
lower number of unobserved variables called factors. By reducing a
data set from a group of interrelated variables into a smaller set of
factors, factor analysis achieves parsimony by explaining the
maximum amount of common variance in a correlation matrix using
the smallest number of explanatory concepts.
P a g e | 48
Univaraite Percentage Analysis:-refers to a special kind of ratio. It

is used to make comparison between two or more series of data. They
can be used to compare the relative items, the distribution of two or
more series of data, since the percentages reduces everything to a
common base and there by allow meaningful comparisons to be made.
Here only one factor is considered.
percentage=
no of respondents
100
total respondents
P a g e | 49
Weighted average method:-This method is a used when the relative

importance of the different items is not the same. The term weighted
stands for the relative importance of the different items. It is assumed
that inventory costs should be assigned on the basis of average costs
of identical units. An average cost unit is determined by dividing the
total costs of the units by the number of units.
The weighted average method is logical when assigning costs to units
that become mixed together, thereby making separate identification
difficult or impossible.
The formula is:
WX
W
Where; D
X
= Weighted Arithmetic mean
= Frequency or no of response dents
= Weighted allotted to each factor
P a g e | 50
Hypothesis Testing
Flow of Hypothesis:-
P a g e | 51
d
B
lC
Q
A
V
E
R
S
P
u
a
ro
e
ru
b
e
v
n
a
o
p
s
le
i
ro
e
lg
d
u
itfy
lv
d
u
v
ir
tu
a
e
s
d
itu
tv
c
a
d
rb
s
e
ig
tfy
o
c
rle
te
io
le
y
tr
c
ry
o
n
d
ils
a
ig
n
o
m
m
g
n
s
p
o
b
g
n
e
a
tu
t
e
n
is
iy
m
n
e
s
e
fs
a
s
c
t
i
o
n
Figure X
Fig: - Showing the components for hypothesis
Assumption for Hypothesis:-
P a g e | 52
Hypothesis 1: Null hypothesis = H0 = Builders are not satisfied with the

coverage of Asian paints products.
Alternative hypothesis = H1 = Builders are satisfied with the
coverage of Asian paints Products.
Hypothesis 2: Null hypothesis = H0 = Builders are not satisfied with the
longevity of Asian paints products.
longevity of Asian paints products.
Hypothesis 3:Null hypothesis = H0 = Builders are not satisfied with the
Quality of Asian paints Products.
Quality of Asian paints Products.
Hypothesis 4: Null hypothesis = H0 = Builders are not satisfied with the value
for money of Asian paints products.
value for money of Asian paints Products.
Hypothesis 5: Null hypothesis = H0 = Builders are not satisfied with range of
products of Asian paints.
Alternative hypothesis = H1 = Builders are satisfied with
range of products of Asian paints.
Hypothesis 6: Null hypothesis = H0 = It is insignificant that painted by APL
product increase the value of builders project.
Alternative hypothesis = H1 = It is significant that painted by
APL product increase the value of builders project.
Hypothesis 7: Null hypothesis = H0 = Reputation of the Asian paints company

plays insignificant role in project sales division.
P a g e | 53
Alternative hypothesis = H1 = Reputation of the Asian paints

company plays significant role in project sales division.
Hypothesis 8: Null hypothesis = H0 = Easy doing business plays insignificant
role in project sales division.
Alternative hypothesis = H1 = Easy doing business plays
significant role in project sales division.
Hypothesis 9: Null hypothesis = H0 = Asian paints is unreliable brand to
builders.
Alternative hypothesis = H1 = Asian paints is reliable brand to
builders.
Hypothesis 10: Null hypothesis = H0 = Asian paints is not preferable brand to
builders.
Alternative hypothesis = H1 = Asian paints a preferable brand
to builders.
Hypothesis 11: Null hypothesis = H0 = Builders are satisfied with the preselling services of Asian paints.
Alternative hypothesis = H1 = Builders are dissatisfied with
the pre-selling services of Asian paints.
Hypothesis 12: Null hypothesis = H0 = Builders are dissatisfied with the postselling services of Asian paints.
post-selling services of Asian paints.
Hypothesis 13: Null hypothesis = H0 = Delivery on time plays a insignificant
role in builder section
Alternative hypothesis = H1 = Delivery on time plays a
significant role.
Z Test
P a g e | 54
Table d
Statement of Hypothesis
Sampl
e
mean
(x)
H1 = Coverage is one kind of 3.72

measurement by which how
much color required to make film
in a surface in stipulated area
can be determine.
very 4.01
4.08
=0.
05
H0
Rejected
0.99
6.96
1.64
H0
Rejected
0.95
8.85
1.64
0.06
18
1.64
H0
H0
Rejected
H0 = 3
H1 > 3
0.068
11.91
1.64
H0
Rejected
H0 = 3
H1 > 3
H6 = Product itself increase the 4.12

value of the project of builders.
1.64
Status
Rejected
H5 = Product range plays an 3.81

important role in satisfaction of
builders towards APL.
1.84
Hypoth
esis
H0 = 3
H1 > 3
H4 = Pricing based on quality.
Z
critic
al
H0 = 3
H1 > 3
H3= Quality of is a
important things of paints.
1.14
Test
statistic.
Applied
Z TEST
H0 = 3
H1 > 3
H2= Longevity of paints means 3.82

life of the paints.
Standard
deviation
Of the
Sample( )
0.06
18.66
1.96
H0
Rejected
H0 = 3
H1 3
H7 = Company reputation plays 3.50
0.08
6.25
1.94
H0
P a g e | 55
an important role in builders

section.
H0 = 3
H1 3
H8 = Doing business with APL 3.31

from builders point of view is
easy.
Rejected
0.22
7.09
1.64
H0
Rejected
0.16
8.06
1.64
H0
Rejected
0.074
10.81
1.64
H0
Rejected
1.34
0.93
1.64
H0
Accepte
d
H0 = 3
H1 > 3
H13= Delivery on time plays a 3.35

significant role in the purchase of
APL product.
H0
H0 = 3
H1 > 3
H12= After sales service plays a 3.15

APL product.
1.94
H0 = 3
H1 > 3
H11 = Presales service plays a 3.8

APL product.
3.87
H0 = 3
H1 > 3
H10 = Builders want to use this 3.18

brand and preferred others
builders.
0.08
H0 = 3
H13
H9 = Brand which is reliable to 3.02

the builders.
Rejected
H0 = 3
H1 3
0.22
4.59
1.96
H0
Rejected
P a g e | 56
Reliability Analysis
The reliability of each scale was assed via item to total correlation ( a
method used to understand the reliability of a particular measure where in
the responses of individual item in the measure and the sum total of the
responses of all the items in the same measure are tested for correlation)
and Cronbach coefficient alpha. The results of the reliability analysis are as
follows:Table e
Scale
Items
Scale
Mean if
item
delete
d
Product
Coverage
longevity
Quality
Value for money
Product range
21.756
9
20.716
5
21.345
0
21.408
8
20.971
6
Scale Correct
Varian
ed
ce if
item
item
Total
delete correla
d
tion
21.441 .5361
7
.5492
19.825 .5750
0
.4944
20.410 .5715
5
20.942
2
20.639
3
21.251
7
20.506
8
20.960
3
15.865
0
15.168
4
20.450
7
21.176
1
19.938
5
17.614
1
17.737
0
About
Value
compan Reputation
y
Easy doing
business
Reliable
preferred
.5973
.4185
.6061
.6187
.6190
Squared
Multiple
correlati
on
Alpha if
item
deleted
0.3435
0.3093
0.3553
0.2724
0.3370
.8017
.7996
.7955
.8066
.7962
.7988
0.3886
0.2440
0.3988
0.3981
0.3949
.7928
.8185
.7908
.7906
.7905
P a g e | 57
Service
s
Post selling
Pre selling
Delivery on time
Durability
15.811 20.736
4
0
15.642 18.808
9
6
15.215 18.718
9
8
.3999
.6067
.5768
0.1665
0.3844
0.3504
.8239
.7937
.7980
Overall Alpha 0.8234
Interpretation of Reliability analysis:SPSS output shows the results of this reliability analysis for the fear
putting subscale. The values in the column labeled corrected ItemTotal Correlation are the correlations between each item and the total
score from the questionnaire. In a reliable scale all items should
correlate with the total.
So, I am looking for items that dont correlate with the overall score
from the scale: if any of these values are less than about 0.3 then
problems will arise because it means that a particular item does not
correlate very well the scale overall. Items with low correlations may
have to be dropped. For these data, all data have items-total
correlations above 0.3, which is encouraging.
The values in the column labeled Alpha if item deleted are the values
of the overall if that items isnt included in the calculation. As such,
they reflect the change in Cronbachs that would be seen if a
P a g e | 58
particular item were deleted. The overall is 0.823 and so all values in
this column should be around that same value.
What I am actually looking for is values of greater than the overall .
If the deletion of items increases Cronbachs then this means that the
deletion of that item improves reliability. Therefore, any items that
result in substantially greater values of than the overall may need
to be deleted from the scale to improve its reliability.
None of the items here would substantially affect reliability if they were
deleted. The worst offender is question about post selling services:
deleting this question would increase from 0.823 to 0.824.
Nevertheless this increase is not dramatic and both values reflect a
reasonable degree of reliability.
Finally, and perhaps most importantly, the value of Alpha at the very
bottom is Cronbachs: the overall reliability of the scale. In this case
is slightly above 0.8 and is certainly in the region indicated by Kline,
so this probably indicates good reliability.
Factor analysis
As the first step in examining the validity of each measure, explanatory
factor analysis was employed using SPSS17.
All the items of all the measures were factor analyzed together to test
convergent and discriminate validity of the measures.
P a g e | 59
The items were subjected to principal component analysis (with

Varimax Rotation).
The factor loading represented the correlation between the items with
the construct (Hair et al, 1992).
In component analysis, only the factor having Eigen values greater
than 1 was considered significant (Hair et al, 1992). A minimum value
of 0.40 was used to indicate the loading of any factor. The results of
factor analysis are presented here:-
Before doing a Factor Analysis; one must test the total

variables considered through a K.M.O. test.
This test shows us whether I have data adequacy for
factor analysis or not.
Again we also take into account the Bartlettes Test for
Sphericity.
This states whether the intercorrelation matrix did
come from a population in which the intercorrelation
matrix is an identity matrix or not. The results for this
test are as follows:Table f
KMO and Bartlett's Test

Kaiser-Meyer-Olkin Measure of
Sampling Adequacy.
Bartlett's Test of
Approx. Chi-Square
Sphericity
df
Sig.
.711
3067.6
45
.378
.000
P a g e | 60
Sample size
The K.M.O value of 0.711 indicates that the condition is good for further
tests to be carried out.
Bartletts test
This tests whether the correlations between questions are sufficiently large
for factor analysis to be appropriate. In this case it is significant (x2 (378) =
2989.77, p < .001 indicating that the correlations within the R-matrix are
sufficiently different from zero to warrant factor analysis
Now I have the SCREE PLOT showing the Eigen values according to the
Components that are being considered for the Factor Analysis:-
Figure XI
P a g e | 61
Communalities
Initial
ID
Coverage
Longevity
Quality
Value for money
Product range
Company value
Company reputation
Easy doing business
Reliability
preferred
Pre selling services
Post selling services
Delivery on time
Extraction Method: Principal Component Analysis.
Table g
Extraction
1.000
1.000
1.000
1.000
1.000
1.000
1.000
1.000
1.000
1.000
1.000
1.000
1.000
1.000
.745
.804
.861
.635
.499
.479
.656
.672
.775
.580
.364
.693
.518
.605
P a g e | 62
Total Variance Explained

Extraction Sums of Squared
Loadings
Total
% of
Cumulati
Variance
ve %
4.113
29.376
29.376
1.319
9.424
38.800
1.269
9.065
47.865
1.097
7.838
55.703
1.088
7.770
63.473
Co
Initial Eigenvalues
mp
on
Total
% of
Cumulati
ent
Variance
ve %
1
4.113
29.376
29.376
2
1.319
9.424
38.800
3
1.269
9.065
47.865
4
1.097
7.838
55.703
5
1.088
7.770
63.473
6
.913
6.521
69.994
7
.824
5.884
75.878
8
.734
5.244
81.122
9
.708
5.057
86.178
10
.643
4.595
90.773
11
.414
2.961
93.734
12
.396
2.829
96.563
13
.251
1.793
98.356
14
.230
1.644 100.000
Rotation Sums of Squared

Loadings
Total
% of
Cumulati
Variance
ve %
2.475
17.679
17.679
2.120
15.140
32.819
1.932
13.800
46.619
1.232
8.799
55.418
1.128
8.055
63.473
Extraction
SPSS has extracted 5 factors based on Kaisers criterion of retaining factors
with eigenvalues greater than 1.Kaisers criterion is accurate when there are
less than 30 variables and the communalities after extraction are greater
than 0.6. For these data, there are 14 variables and the mean communality
is 0.635 so extracting five factors are warranted.
Table h
Rotated Component Matrixa

Component
1
-.670
.053
-.126
.275
.006
Coverage
.413
-.723
.018
-.036
.331
Longevity
.240
.240
.249
.311
.766
Quality
.634
.029
-.311
-.319
-.181
Value for money
.610
.176
.054
.219
-.213
Product range
.554
-.124
.215
.082
-.323
ID
P a g e | 63
Company value
.726
.258
.051
-.243
-.030
Company reputation
.007
.873
-.116
-.020
.031
Easy doing business
.161
.392
.558
-.509
.159
Reliability
.678
-.085
.295
.158
-.029
preferred
.318
.504
.306
.213
-.177
Pre selling services
.055
.090
-.492
-.052
.363
Post selling services
.265
.391
-.542
.021
.035
Delivery on time
.059
-.031
-.043
.513
-.125

a. 5 components extracted.
Note
Five factors have been extracted, based on my criterion that only factors
with eigenvalues of 1 or more should be extracted. Cumulative percentage
of variance explained column extracted five factors together account for
63.4% of the total variance (Information contained in the original ten
variables).
Extraction
Looking at the pattern matrix and using loading greater than 0.4 as
recommended by Stevens, we see the following pattern:Table i
Component Component Component Component Component

1
2
3
4
5
Coverage
Quality
Value for money
Product range
Company value
Reliability
Company
reputation
preferred
Thus, I conclude that
Easy doing
business
Delivery on time
Longevity
P a g e | 64
Component 1 leads to: Company value (0.726)

Component 2 leads to: Company reputation (0.873)
Component 3 leads to: Easy doing business (0.558)
Components 4 leads to: Delivery on time (0.513)
Components 5 leads to: Longevity (0.766)
Interpretation of factor analysis

By this factor analysis, I am able to know above five components have
maximum importance to increase the satisfaction level of builders.
Therefore, the above five factor/component have significant effect in the
satisfaction level of builders and each of the factor is inversely proportional
to the satisfaction level. So, emphasizing the above factor leads to improve
the satisfaction level of builders.
P a g e | 65
Result at a glance
T o rfi en d u oc iun t g w ha e d fta h cae tros tre hs eaf rqoe um ae csa t ipgo trn eo dur poi sr f e ljiea cb tle d o r
ain mo t e o. r n eg l at h e d s va m r ipa lbe l eb su i lnd teo r sa . s m a l e r s e t o f
fa c to rs .
Test
Z
test
Reliability
Analysis
Factor
analysi
s
Figure XII
Reason
Result
The entire null

hypothesis (H0) are
rejected accept
after sell services
(H12).
It means the
builders are not
The questioner is
fully reliable.
Five factor extracted

those are Company
value, Company
reputation, Easy
doing business,
Delivery on time and
P a g e | 66
Builder satisfaction in coverage

of APL Products
Table j
Options
Satisfied
Fully satisfied
Neutral
Dissatisfied
Fully dissatisfied
Total
Respondents
39
15
3
8
5
70
Percentage
55.7%
21.4%
4.2%
11.4%
7.14%
100%
Interpretation:-
Builders satisfaction in APL product coverage
Satisfied
fully satisfied
Neutral
Dissatisfied
Fully
dissatisfied
Figure XIII
55.7% of builders
are satisfied with
the coverage of
APL Products.
21.4% of builders
are fully satisfied
with the
coverage of APL
products.
Very negligible
numbers of
builders are
dissatisfied
(11.4%) and fully
dissatisfied
(7.14%).
4.2% of builders
P a g e | 67
Comments: - Most of the respondents (Builders) approached were satisfied

with the coverage of APL Products.
Satisfaction of different types of

builders with the coverage of APL
products
60%
50%
40%
30%
Key account
20%
Mid rank builders

small Promoter
10%
id
Fu
lly
is
ss
ti
sf
e
ei
d
D
is
sa
ti
sf
N
eu
tr
a
ei
d
Sa
ti
sf
fu
lly
Sa
ti
sf
ei
d
0%
Figure XIV
Interpretation: 50% of key account builders, 60% of mid rank builders & 54% of small
promoter are satisfied with coverage of APL products.
20% of key account builders, 24% of mid rank builders & 20% of small
promoter are fully satisfied with coverage of APL products.
Very small amount of builders are dissatisfied and fully dissatisfied with
the coverage of APL products.
P a g e | 68
Most of the builders are satisfied with the coverage of APL products.
Builders satisfaction in longevity

of APL Products
Table k
Options
Satisfied
Fully satisfied
Neutral
Dissatisfied
Fully dissatisfied
Total
Respondents
32
22
8
5
3
70
Percentage
45.7%
31.4%
11.4%
7.1%
4.2%
100%
Interpretation:-
lders satisfaction in longevity of APL product
Satisfied
Fully satisfied
Neutral
Dissatisfied
Fully
dissatisfied
Figure XV
46% of builders
are satisfied &
31% of builders
are fully
satisfied with
the longevity of
APL products
longevity.
11% of builders
are neutral to
give their
suggestion.
7.1% and 4.2%

of builders are
P a g e | 69
Comments: - Most of the respondents (Builders) approached were satisfied

with the longevity of APL products.

builders with the longevity of APL
products
50%
45%
40%
35%
30%
25%
20%
Key account
15%
Mid rank builders
10%
Small promoter
5%
is
sa
ti
sfi
ed
d
Fu
lly
ti
sfi
ed
D
is
sa
ne
ut
ra
d
sa
ti
sfi
e
fu
lly
sa
ti
sfi
ed
0%
Figure XVI
Interpretation: In key account 40% builders are satisfied, 20% are builders fully
satisfied, 20% are builders neutral, 10% builders are dissatisfied & 10
% builders are fully dissatisfied with the APL products longevity.
In Mid rank builders account 48% builders are satisfied, 32% builders
are fully satisfied, 12% builders are neutral, 8% builders are
P a g e | 70
dissatisfied & 4% builders are fully dissatisfied with the APL products
Longevity.
In account of small promoter 46% builders are satisfied, 34% builders
are fully satisfied, 9% builders neutral, 6% builders are dissatisfied &
3% builders fully dissatisfied with the APL products longevity.
Most of the builders are satisfied with the APL products longevity.
Builder satisfaction in Quality of

APL Products
Table l
Options
Satisfied
Fully satisfied
Neutral
Dissatisfied
Fully dissatisfied
Total
Respondents
56
8
5
1
0
70
Percentage
80%
11.4%
7.1%
1.4%
0%
100%
P a g e | 71
Interpretation:ders Satisfaction in quality of APL product
Satisfied
Fully satisfied
Neutral
Dissatisfied
Fully
dissatisfied
80% builders
are satisfied &
11.4% builders
are fully
satisfied with
quality of APL
products.
Only 1.4%
builders are
not satisfied
with the APL
products
quality.
7.1% of
builders are
Figure XVII
Comments: - It seems all builders feel that quality of APL products is great.

builders with the Quality of APL
products
P a g e | 72
90%
80%
70%
60%
50%
40%
Key account
30%
Mid rank builders
20%
Small promoter
10%
Fu
lly
is
sa
ti
sfi
ed
D
is
sa
ti
sfi
e
ne
ut
ra
sa
ti
sfi
ed
fu
lly
sa
ti
sfi
ed
0%
Figure XVIII
Interpretation: In key account 60% of builders are satisfied, 30% of builders are fully
satisfied, 10% of builders are neutral and not a single builders are
dissatisfied with the quality of APL products.
In Mid rank builder account 80% of builders are satisfied, 8% of
builders are fully satisfied, 8% are neutral and not a single builders are
dissatisfied or fully dissatisfied with the quality of APL products.
It seems most of the builders feel that the qualities of APL products are
never make them dissatisfied.
Builder satisfaction in value for

money of APL Products
P a g e | 73
Table m
Options
Satisfied
Fully satisfied
Neutral
Dissatisfied
Fully dissatisfied
Total
Respondents
32
11
23
3
1
70
Percentage
45.71%
15.71%
32.86%
4.29%
1.42%
100%
Interpretation:-
ders satisfaction in value for money of APL Product
Satisfied
Fully satisfied
Neutral
Dissatisfied
Fully
dissatisfied
45% of
builders are
satisfied with
the value of
money of APL
products.
A huge
number of
builders give
neutral (32%)
suggestion in
this category.
A negligible
numbers of
builders
Figure XIX
Comments: - In this category, a huge numbers of builders felt to

understand the exact meaning of value for money, so that they give neutral
suggestion.
P a g e | 74

builders with the value for money
of APL products
70%
60%
50%
40%
30%
Key account
Mid rank builders
20%
Small promoter
10%
Fu
lly
is
sa
ti
sfi
ed
D
is
sa
ti
sfi
e
ne
ut
ra
sa
ti
sfi
ed
fu
lly
sa
ti
sfi
ed
0%
Figure XX
Interpretation: In key account 70% builders are satisfied, 20% builders are fully
satisfied and 10% of builders are dissatisfied with the value for money
of APL products.
In Mid rank builders account 52% of builders satisfied, 16% are fully
satisfied, 24% are neutral and 4% are dissatisfied.
There is certain fall in satisfied and fully satisfied level from key
account to small promoter. It seems most of the key account builders
P a g e | 75
are satisfied but the small promoters are not as much satisfied like key
account.
Builder satisfaction in products

range of APL
Table n
Options
Satisfied
Fully satisfied
Neutral
Dissatisfied
Fully dissatisfied
Total
Respondents
40
11
15
3
1
70
Percentage
57.14%
15.71%
21.42%
4.28%
1.42%
100%
Interpretation
Builders satisfaction in product range of APL
Satisfied
Fully satisfied
Neutral
Dissatisfied
Fully
dissatisfied
Figure XXI
57% builders
are satisfied
with the
products range
of APL.
16% of
builders are
fully satisfied,
21% are
neutral, and
4% are
dissatisfied
while 1.42% is
fully
dissatisfied
P a g e | 76
Comments:-It seems APL has satisfactory number of products range which

makes builders easy to choice in their project work.

builders with the products range
of APL
60%
50%
40%
30%
Key account
20%
Mid rank builders

Small promoter
10%
Fu
lly
is
sa
ti
sfi
ed
D
is
sa
ti
sfi
e
ne
ut
ra
sa
ti
sfi
ed
fu
lly
sa
ti
sfi
ed
0%
Figure XXII
Interpretation: In key account 40% of builders are satisfied, 20% are fully satisfied,
30% are neutral and 10% are dissatisfied.
P a g e | 77
60% of mid rank builder are satisfied, 20% are fully satisfied, 16% are
neutral and 4% are dissatisfied with the products range of APL.
Satisfaction level of key account is less than the satisfaction level of
mid rank builders and small promoters.
Builder satisfaction in pre-selling

services of APL
Table o
Options
Satisfied
Fully satisfied
Neutral
Dissatisfied
Fully dissatisfied
Total
Respondents
50
10
0
7
3
70
Percentage
71.42%
14.28%
0
7.14%
4.28%
100%
P a g e | 78
Interpretation:-
ilders satisfaction in pre-selling services of APL
Satisfied
Fully satisfied
Neutral
Dissatisfied
Fully
dissatisfied
71% of builders
are satisfied &
14% are fully
satisfied with
the pre-selling
service of APL.
7% of builders
and 4% of
builders are
dissatisfied or
fully
dissatisfied.
Figure XXIII
Comments:-It seems pre-selling services of APL make builders satisfied.

builders with the pre-selling
services of APL
P a g e | 79
90%
80%
70%
60%
50%
40%
Key account
30%
Mid rank builders
20%
Small promoter
10%
Fu
lly
is
sa
ti
sfi
ed
D
is
sa
ti
sfi
e
ne
ut
ra
sa
ti
sfi
ed
fu
lly
sa
ti
sfi
ed
0%
Figure XXIV
Interpretation: In key account 70% builders are satisfied, 10% are fully satisfied while
20% are dissatisfied with the pre- selling services of APL.
Pre-selling service is not adequate with the small promoters. It seems
that company not gives much importance to the small promoters as
what they give the key account and mid rank builders.
In Mid rank builders account 84% of builders are satisfied while 16%
are fully satisfied.
P a g e | 80

builders with the post-selling
services of APL
Table p
Options
Satisfied
Fully satisfied
Neutral
Dissatisfied
Fully dissatisfied
Total
Respondents
15
14
19
12
10
70
Percentage
21.42%
20%
27.14%
17.14%
14.28%
100%
Interpretation:-
ders satisfaction in post selling services of APL
Satisfied
Fully Satisfied
Netrual
Dissatisfied
Fully
Dissatisfied
Figure XXV
In this category,
21% builders
are satisfied and
20% are fully
satisfied.
17% builders
are dissatisfied
and 14%
builders are
fully dissatisfied
while 27% are
neutral to give
their
suggestion.
P a g e | 81
Comments: - Dissatisfaction and fully dissatisfaction level are high in this

category related to other categories.
Builder satisfaction in postselling services of APL

40%
35%
30%
25%
20%
Key account
15%
Mid rank builders

10%
Small promoter
5%
Fu
lly
is
sa
ti
sfi
ed
D
is
sa
ti
sfi
e
ne
ut
ra
sa
ti
sfi
ed
fu
lly
sa
ti
sfi
ed
0%
Figure XXVI
Interpretation: In key account 30% of builders satisfied, 10% are fully satisfied, 20%
are neutral while 20% each in dissatisfied and fully dissatisfied
category.
In mid rank builders account 20% are satisfied, 16% are fully satisfied,
36% are neutral, 12% are dissatisfied while 16% are fully dissatisfied.
P a g e | 82
In small promoter category 20% of builders are satisfied, 26% are fully
satisfied, 23% are neutral, 20% are dissatisfied while 11% are fully
dissatisfied.
Knowledge about texture finish

Table q
Options
Respond
Percentage
ents
Yes
11
16%
No
59
84%
Total
70
100 %
Knowledge of texture finish
Interpretation:16% of builders
have knowledge of
texture finish while a
Yes
No
large chunk of
builders (84%) did
not have any
knowledge of
texture finish.
Figure XXVII
Comments:-
P a g e | 83
Majority of the builders are not introduced with the texture finish.
Builders of key account and some of mid rank builders account have
knowledge of texture finish. It seems that there is no uniformity about
the knowledge of texture finish.
Preferred Brand by different

types of builders
Interpretation:-
Chart Title
100%
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%
Apex Ultima Apex
Rank 1
Rank 2
Duracast
ACE
Rank 3
Rank 4
In rank 1 40% of key

account builders
preferred Apex Ultima,
30% to Apex, 30% to
Duracast.
In rank 2 Apex Ultima
and Apex 30% each
preferred, while
Duracast and Ace by 20%
each.
and Apex preferred each
by 20% builders while
Duracast and Ace
preferred by 30% each.
Figure XXVIII
Fig:-Most preferred brand by key account
P a g e | 84
Interpretation:-
Chart Title
100%
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%
Apex Ultima Apex
Rank 1
Duracast
Rank 2

preferred by 40% mid
rank builders, Apex by
60%, Duracast by 8%
and Ace by 4% only.
preferred by 28%, Apex
by 20%, Duracast by 12%
and Ace by 40%.
and Ace by 28%.
ACE
Rank 3
Figure XXIX
Fig:-Most preferred brand by Mid rank builders
Interpretation:-
Chart Title
100%
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%
Apex Ultima Apex
Rank 1
Duracast
Rank 2
ACE
Rank 3

preferred by small
promoter by 26%, Apex
by 31% and Ace by 43%.
by 26%, Duracast by 11
and Ace by 40%.
and Ace by 20%.
preferred by 9%, Apex by
23% and Duracast by
Figure XXX
Fig: - most preferred brand by Small promoters
P a g e | 85
Comments:-
It seems there is a great acceptance of Apex Ultima and Duracast in

key account builders.
The mid rank builders are mostly preferred Apex and Apex Ultima while
small promoters preferred Apex, Ace and Apex Ultima.
Comparative analysis of different

paints company
Chart Title
100%
80%
60%
40%
20%
0%
ICI
Rank 1
Berger
Rank 2
Nerolac
Rank 3
Shalimer Asianpaints Others

Rank 4
Rank 5
Rank 6
Figure XXXI
Fig: -A graph of Comparative analysis according to the satisfaction level of builders
P a g e | 86
Interpretation: Rank 1 has been given to ICI 29% builder, 14% to BERGER, 21% to
Nerolac, 3% to Shalimar, 26% Asian paints and 7% to other paint
company.
Rank 2 has been given to ICI 21% builder, 17% to BERGER, 19% to
Nerolac, 6% to Shalimar, 17% to Asian Paints and 7% to Other Paint Co.
Nerolac, 6% to Shalimar, 17% to Asian Paints and 9% to other Paint Co.
Ran 4 has been given to ICI 14% builder, 14% to BERGER, 21% to
Nerolac, 31% to Shalimar Paint, 4% to Asian Paints and 10% to other
Paint Co.
Nerolac Paint, 29% to Shalimar, 21% to Asian Paints and 20% to other
Paint Co.
Nerolac Paint, 3% to Asian Paints and 43 % to Other Paint Co.
According to builders
satisfaction in paint Quality,
coverage and longevity
P a g e | 87
100%
90%
80%
70%
60%
Rank 6
50%
Rank 5
40%
Rank 4
30%
Rank 3
20%
Rank 2
Rank 1
10%
0t
he
rs
ai
nt
s
A
si
an
p
er
Sh
al
im
N
er
ol
ac
er
B
er
g
IC
0%
Figure XXXII
Fig: - A graph of Comparative analysis according to builders satisfaction in paint

Quality, coverage and longevity
Interpretation:

company.
Nerolac, 7% to Shalimar, 14% to Asian Paints and 10% to other Paint
Co.
Paint Co.
Paint Co.
Rank 6 has been given to ICI 4% builder, 3% to BERGER, 7% to Nerolac
Paint, 42% to Shalimar, 1%to Asian Paints and 37 % to Other Paint Co.
P a g e | 88
According to builders satisfaction in

company services
100%
90%
80%
70%
60%
Rank 6
50%
Rank 5
40%
Rank 4
30%
Rank 3
20%
Rank 2
Rank 1
10%
0t
he
rs
ai
nt
s
A
si
an
p
er
Sh
al
im
N
er
ol
ac
er
B
er
g
IC
0%
Figure XXXIII
Fig:-A graph of Comparative analysis according to builders satisfaction in

company services
Interpretation:
company.
Nerolac, 24% to Shalimar, 17% to Asian Paints and 14% to other Paint
Co.
Paint Co.
P a g e | 89
Paint Co.
Nerolac Paint, 30% to Shalimar, 11%to Asian Paints and 13 % to Other
Paint Co.
P a g e | 90
Strengths
APL is a market leader.
Corporate image of APL
is tremendous.
Establish brand for all
economic segment.
Good range of product
backed by project
Weakness
Post-selling service is a
major area to improve.
On time delivery is also
an area to improve.
Inadequate sales force
to cover up the Kolkata
project area.
division.
Good quality of product
has increased the
builder confidence.
A well managed
Company with efficient
Sales Force.
The company is giving
lot of support to
builders which increase
the confidence of them
and value for money.
Opportunity
Relation build up with
the builders is to make
them loyal and more
business.
To gain builders
confidence proper and
better services has to
be provided.
Threat
Local paint companies
are playing a significant
role in builder project
sector.
Foreign companies may
enter any moment in
Kolkata project area.
P a g e | 91
SWOT analysis for APL project

division
P a g e | 92
Findings
After doing the factor analysis I found that most of the builders are
satisfied with the company product quality, longevity and coverage,
but the comparative analysis shown that builders (Mid rank builders &
small) are little bit more fascination on ICI product.
Some of the key account builders are going for local paint company,
such as Raj Paints and Century Paint. They are the upcoming
competitor of APL.
After completion of factor analysis I found that most of the builders are
not satisfied with the post-selling services of APL.
Pre-selling services of APL are not up to the mark in mid rank builders
and small promoters level.
Builders are satisfied with the range of product and value for money in
APL Company.
The texture finish of APL has a good response from key account
vendors but mid rank builders/small builders, the same is totally
absent.
Availability and delivery on time make some builders dissatisfied.
Most of the builders are choosing their paint product by influencer
recommendation. Architect/Engineers have a big roll to decide the
paint company and product to be used in the project.
P a g e | 93
Recommendation
Primary:The different strategies have to be followed by Asian paints, consists of
Customer relationship management, strategy to provide better facility
and strategy to provide better after sales service to builders. To maintain
the relationship with builders a proper business flow activity is required
like -
ew Builders
Interaction center for customer
APL project sales division
Understands
Telephone
/SMS /Mailthe requirement and forwards the lead to relevant project sales service provider
Painte
d site
Telephone /SMS /Mail
with
Fulfill
requirement as par possible to satisfied
warran
ty
ationship Associate
Old Builders
Appointment with customer taken
Sales associate
Understand requirement & inform

Satisfaction survey
Painting
Site survey & measurement done
process
undertak
en with
Painting system & estimates selection done
proper
Paints
sourced through Asian Paints dealers
monitori
Applicator
Figure XXXIVV
Asian paints color world
Relationship Associate
P a g e | 94
Fig: - a business flow to maintain builders relation as well as

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

promoter.
Post-selling services has to be improved in all builders segment.
Promotional activity and range of texture finishes are required to make
the company advance and different than competitors may create a
special sensation and satisfaction of builders.
Product awareness/application training program for builder contractor
required to avoid implication.
Special attention is required for small/Mid rank builder project who will
be big future builders for APL.
An influencer level data bank to be prepared and continues follow up
required for the same; such as Architect & Engineers.
A regular builder direct communication, satisfaction surveys, events,
festive offer or reword program can be implemented.
P a g e | 95
Conclusion
In these 2 months project collecting data from different types of
builders and find out satisfaction level was my work and obviously I had to
face some resistance in the way. But I have managed to counter the
resistance and this project was a great experience for me. It has given me
the opportunity to work as a full time marketing executive and I have to say
it has been a nice exposure for me to the world of marketing. There were
many tough moments that I had to face regarding communications. But, at
the end of the project I have to admit that these difficulties have made me
much more efficient. The whole system of the company has helped me a
great deal. I did not face any kind of trouble from our company. This was the
best part of the project.
All in all, it was a real great exposure for me. For a young person like
me, it has given me a huge opportunity to showcase my endowment and
ability to work as a professional which has always been an ambition for me.
Working for number one paint company of India, Asian paints, has given me
the apprehension of how to go about in an organization and also the
growing mentality.
P a g e | 96
Reference
Bibliography: Marketing Management - Philip Kotler, Kevin Lane Keller.
Marketing Management Rajan Saxena
Research Methodology Kothari
Web Help: www.asisnpaints.com

www.spsstutorial.com
www.wikipedia.com
P a g e | 97
Appendices
Communalities: -T he communalities for the variable are computed
by taking the sum of the squared loadings for that variable. This is
expressed below:
Cronbach's (alpha):- Cronbach's (alpha) is a statistic. It is

commonly used as a measure of the internal consistency or reliability
of a psychometric test score for a sample of examinees. It was first
named alpha by Lee Cronbach in 1951, as he had intended to continue
with further coefficients.
Customer relationship management: - Customer relationship
management (CRM) is a widely-implemented strategy for managing a
companys interactions with customers, clients and sales prospects.
Dichotomous Questions: - The dichotomous question is generally a
"yes/no" question.
Distemper: - Distemper is a term with a variety of meanings for
paints used in decorating and as a historical medium for painting
pictures. The binding element may be some form of glue or oil; these
are known in decorating respectively as soft distemper and oil bound
distemper.
Emulsions: - Emulsions are solvent free binders used in the
preparation of paints and coatings. Emulsions are manufactured by the
polymerization process where monomers are dispersed in an aqueous
phase to get a uniform and stable emulsion.
Eigenvalues: - In mathematics, eigenvalue is related concepts in the
field of linear algebra. The prefix eigen- is adopted from the German
word "eigen" for "innate", "idiosyncratic", "own". Linear algebra studies
linear transformations, which are represented by matrices acting on
vectors.
Hypothesis:-A statistical hypothesis test is a method of making
decisions using experimental data. In statistics, a result is called
statistically significant if it is unlikely to have occurred by chance. The
phrase "test of significance" was coined by Ronald Fisher: "Critical tests
P a g e | 98
of this kind may be called tests of significance, and when such tests
are available we may discover whether a second sample is or is not
significantly different from the first."
In the start of the procedure, there are two hypotheses H0: "the
defendant is innocent", and H1: "the defendant is guilty". The first one
is called null hypothesis, and is for the time being accepted. The
second one is called alternative (hypothesis). It is the hypothesis one
tries to prove.
Likert Scale: - A Likert scale is a psychometric scale commonly used
in questionnaires, and is the most widely used scale in survey
research, such that the term is often used interchangeably with rating
scale even though the two are not synonymous.
Nominal scale: - A scale with data classified by names, rather than by
any quantitative description.
Ordinal scale:-An ordinal scale is a measurement scale that assigns
values to objects based on their ranking with respect to one another.
Probability Sampling Method:-where every sample from the
population of builders has equal chances of being selected
Rotated Component Matrix:-In linear algebra, a rotation matrix is a
matrix that performs a rotation in Euclidean space. For example the
matrix
Scree plot: - A plot, in descending order of magnitude, of the

eigenvalues of a correlation matrix. In the context of factor analysis or
principal components analysis a scree plot helps the analyst visualize
the relative importance of the factors a sharp drop in the plot signals
that subsequent factors are ignorable.
Simple Random Sampling:-Samples were randomly selected from
the population of builders.
SPSS:- SPSS is a computer program used for statistical analysis
Texture: - Texture in a painting is the feel of the canvas. It can be
based on the paint, and its application, or addition materials such as
ribbon, metal, wood, lace, leather and sand. Texture in painting
P a g e | 99
stimulates two different senses, visual and tactile. There are four types
of texture in art: actual texture, simulated texture, abstract texture,
and invented texture. The concept of 'painterliness' also has bearing
on 'texture' in painting.
Abbreviation
APL: - Asian paints limited

CRM: - Customer relationship management
INR: - Indian rupees
KMO: - Kaiser-Meyer-Olkin Measure
SPSS:- Statistical Package for the Social Sciences
SWOT :- Strength, weakness, opportunity and threat
Annexure 1
P a g e | 100
Questioner:PROJECT DETAILS
Project Name
Location/ Address
Floor Area
Name of the Builder group
Project type
Project condition
)
Number of storey
Number of building
1. Hot
2. Warm 3. Cold 4. Closed (Company name
BUILDER DETAILS
Key person(s) of this project
Sri
No. of project done
No. of ongoing project
Type of project already

Apartment
Institution
Hospital
shopping mall
Others
done?
Yes /No
Yes /No
Yes /No
Yes /No
Number
Number
Number
Number
Number
No. of project in a year
Description
Description
Description
Description
Description
Office address
Office number
Contact Number
(Mobile)
( Landline)
SURVEY QUESTIONNAIRE
Have you ever worked with Asian paints Company for your project? *
A) Yes
B) No
If yes then how is your working experience with Asian paints Company?
A) Poor
B) Very poor
C) good
D)Very Good
If very good then what are the positive point do you think Asian paints Company have?
P a g e | 101
Excluding Asian paints what are the other paint manufactures you have worked with?
A) ICI
B) Berger
C) Nerolac
D)Shalimar
E) Others (
)
What are the better services provided by the competitors of Asian paints Company?
What type of extra services Asian paints is unable to provide, which the other company is
able to provide?
*If no then what are the reason behind it?
Product satisfaction
Coverage of Asian paints products make builders satisfied.
A) Strongly Agree
B) Agree
C) Neutral
E) Strongly Disagree
Longevity of Asian paints products make builders satisfied.
A) Strongly Agree
B) Agree
C) Neutral
Quality of Asian paints products make builders satisfied.

A) Strongly Agree
B) Agree
C) Neutral
D)
Disagree
D)
Disagree
D)
Disagree
P a g e | 102
Value for money of Asian paints products make builders satisfied.

A) Strongly Agree
B)
Agree
C) Neutral
D)
Disagree
D)
Disagree
Painted by Asian Paints Company is increase the value of your Project.

A) Strongly Agree
B) Agree
C) Neutral
D)
Disagree
Product ranges of Asian Paints Company make builders satisfied.

A) Strongly Agree
B) Agree
C) Neutral
About the Company satisfaction
Reputation of the Asian paints Company plays a significant role to doing business with
builders.
A) Strongly Agree
B)
Agree
C) Neutral
D)
Disagree
Easy to doing business plays a significant role to doing business with builders.
A) Strongly Agree
B) Agree
C) Neutral
D)
Disagree
Asian paints is reliable brand.
A) Strongly Agree
B)
Agree
C) Neutral
D)
Disagree
Asian paints is the most preferred brand.
A) Strongly Agree
B) Agree
C) Neutral
D)
Disagree
Pre selling services of Asian paints make builders satisfied.

A) Strongly Agree
B) Agree
C) Neutral
D)
Disagree
Post selling services of Asian paints make builders satisfied.

A) Strongly Agree
B) Agree
C) Neutral
D)
Disagree
Delivery on time plays a significant role to doing business with builders.

A) Strongly Agree
B) Agree
C) Neutral
D)
Disagree
Are you have a knowledge of exterior textures finish.
Service satisfaction
P a g e | 103
A) Yes
B) No
Following which Asianpaints exterior brands you prefer most? (Rank the flowing as
1,2,3,4,)
A) Apex Ultima
Duracast
B)
Apex
C)
ACE
D)
Following which Asianpaints exterior textures finish you prefer most. (Rank the flowing
as 1,2,3,4,)
A) Finetex
B) Swirltex
C) Dholpurtex
D)Roughtex
(Rank the flowing as 1,2,3,4, for very poor, poor, good and very good respectively)
Based upon your experience please rank the following brands according to your
satisfaction.
A) ICI
B) Berger
D) Shalimar
E) Other Company
D)Asian paints
Based upon your experience please rank the following brands according to paint coverage,
quality and longevity.
A) ICI
B) Berger
C) Nerolac
C) Nerolac
D) Shalimar
E) Other Company
D)Asian paints
Based upon your experience please rank the following brands according to service of the
company.
A) ICI
B) Berger
D)Asian paints
C) Nerolac
D) Shalimar
E) Other Company
P a g e | 104
Annexure 2
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opportunity to experience the work culture and work process of

Asian paints project sales division.

rendered to me at every stage.

A Pie chart to described whole Indian market segmentation

Comparative time scheduling of numbers of days planed &

Weight age assumption of Likert scale

Result of Reliability Analysis

Result of KMO & Bartlettes Test for Sphericity

Total variance explained

Result of Rotated Component Matrix

Component extraction from Rotated Component Matrix

Percentage of responded builders in coverage of APL product

Percentage of responded builders in longevity of APL products

Percentage of responded builders in Quality of APL product

Percentage of responded builders in value for money of APL

Percentage of responded builders in pre-selling services of APL

Percentage of responded builders in the post-selling services of

It is one of the most admired companies in India

creativity and innovation in every individual. Excellent training is provided

Find out new builders group name, Key

person of that builder group( contact number& office address),

Internal) , number of project already done and average per year to

Satisfaction of Builders for Asian paints project sales

To protect the surface.

The important features required for each of these components will

Pigments: By pigments we mean the insoluble solid substances, supplied in

varnished medium made by cooking vegetable oil with naturally

Solvent: It might be assumed that because the solvents of paint are

ultimately lost evaporation, their importance is small relative to

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

Other types of additives include catalysts, thickeners, stabilizers,

Factors of good Paint

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

The Paint Market

Industrial paints and automotive coating.

Decorative Paints: Decorative paints account covers almost 70% of

Solvent based classification: - This includes paints which use

The paint market segmentation

Decorative paint segment : ON PRODUCT LINE

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

Industrial paints: - Industrial paints can be differentiated into:

Automotive Paints - 50%

Industrial paint segment: ON PRODUCT LINE

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

Indian paints market

Industrial paint segment

2. Generally Builders are performing the following tasks:

Calculate quantities of material required for building projects and order

Fig: - showing types of builders

According to their working process

According to their Capacity

Small: Offer a more personalized service and custom built houses.

Remain personally involved with a project from start to finish.

Example: - Rakhee construction.

Fig: - Different types of project according to their condition

My induction & company profile

A graph of time scheduling

Number of days Actual work

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

Defining the objective

Identify data types and sources

Design data collection questionnaires