ASIAN PAINTS

CONSUMER BEHAVIOUR
PROJECT REPORT

GROUP MEMBERS

AYUSHI GUPTA 18A1HP096

YASHIKA SAMA 18A1HP061
ARCHAK PAL 18A1HP018
AINDRILA SIL 18A1HP017
SAJAL JAIN 18A1HP059
Analyze the attitude and perception of your respondent with respect to the given brand.

Consumer Attitude Formation and Change:

As per the survey conducted for Asian Paints, we have targeted the audience of the age group 28 to 50 years
with total number of 64 respondents.

An attitude is basically a learned tendency to act in a consistent favorable or unfavorable behavior towards a
particular product, brand, service, price etc.

As per our survey, the respondents have favorable attitude towards the product as well as towards the brand:

89.1% wanted to buy the product again and none of the respondents denied and the rest 10.9% were not sure.
Also, 50% of the respondents rated their overall experience 4 and around 29% rated it as 5 out of 5 with 1 being
poor and 5 being excellent.

Also, 92.2% respondents have chosen Asian Paints over other brands when the need of painting the house
arises.

Sources of the formation of the attitude:

 62.5% and 46.9% of the respondents had developed this favorable attitude through getting influenced by TV
advertisement and word of mouth from friends and relatives respectively followed by print media and social
media.

64% of the respondents are motivated to form this attitude to buy the product through the TV advertisements
and around 20% might get influenced by the same. Only 15.6% do not form the attitude by watching the
broadcasted ads.

Tri Component Attitude Model

Cognitive Component

All the advertisements of Asian Paints have tried to showcase various characteristics and attributes of the paints
such as long lasting, healthy active shield, online color visualization etc. that convey an apt message to the
consumers and develop their knowledge, perceptions and belief for Asian Paints.

73.4% of the customers associate Asian Paints with being long-lasting and have developed their knowledge and
perceptions accordingly and this feature has developed this positive attitude towards Asian Paints.

75 % respondents have developed the belief for the brand to be the value for money and consider it to be an
add on feature,
Affective Component

https://www.youtube.com/watch?v=b_u5C749aKQ

Asian Paint ads connects emotionally with their customers by showing the family bond in their ads and it is
widely accepted by the consumers also as 77% of the consumers associate with it and have expressed favorable
attitude towards the brand.

Conative Component

Conative component represents that how strongly the customer feels to buy the product. As per our survey,

89.1% wanted to buy the product again and none of the respondents denied and the rest 10.9% were not sure.
Also, 50% of the respondents rated their overall experience 4 and around 29% rated it as 5 out of 5 with 1 being
poor an 5being excellent.
Also, 92.2% respondents have chosen Asian Paints over other brands when the need of painting the house
arises.

Multi Attribute Attitude Model

Attitude towards Object Model

As per our survey, consumer anticipates various attributes such as long lasting, innovation, healthy active shield
and online color visualization as the important attributes of the brand and as mentioned above 73.4% of the
respondents consider it to be an important attribute

Attitude towards Behavior Model

75% of the consumers think Asian Paints to be the value of money and have positive attitude towards the
product resulting in the ultimate purchase and 89.1% willing to buy the product again.
Attitude towards the AD model

52.5 % of the respondent got to know about Asian Paints through TV advertisement and 62.5% and the
respondents have developed this favorable attitude through getting influenced by TV advertisement and are
motivated to buy the product.

Attitudes’ Motivational Function:

Utilitarian Function

Asian Paints can be used for various purposes depending upon the needs of the customers. It can be used for
protecting the house from Microbes, Seepage, providing shine for a longer period of time. Somewhat the
consumers are also aware of this fact because they know a lot about its various attributes and as the graph shows
that they consider Asian Paints long lasting and healthy active shield.
Ego Defensive Function

Asian Paints boost the ego of their consumers by showing ads with the slogans like #AbhiTohAurChalega. It
depicts that by applying Asian paints consumers can have long lasting paint appreciated by everyone around.
Hence, boosting their ego.

This fact is appreciated by the respondents as well as they value Long Lasting feature the most and this can be
observed from the above graph that is mentioned in Utilitarian Function.

PERCEPTION

Consumer Imagery: Consumer Imagery focuses on the perceptions formed by the consumers regarding the
components of the product that tends to enhance the unique benefits which they claim to provide. The following
components examine consumers’ perceptions about Asian Paints:

Brand Imagery

Through responses from Question 6, we can analyze that:

47 out of 64(73.4%) respondents consider Asian Paints products as Long lasting.

17 out of 64(26.6%) respondents consider Asian Paints to be as a healthy shield paint.

17 out of 64(26.6%) respondents consider Asian Paints to be customer engaging due to their online/App color
visualization and customer assistance facility.

14 out of 64(21.9%) respondents consider Asian Paints to be innovative as they keep bringing different variants
of paint (Health shield, Lamination, etc.).

Through responses from Question 10, we can analyze that:

89.1% of respondents are willing to use Asian Paints over again while 10.9% of respondents had a neutral
response however there was no negative response for the same.

Through responses from Question 1, we can analyze that:

59 out of 64(92.2%) of respondents will prefer to use Asian Paints products over other brand’s product.

This shows that Asian Paints has been able to successfully position itself as a strong brand image in majority
of the consumers’ minds and the customers are willing to purchase Asian Paints products over the competitor
brand’s products as they perceive it as a long lasting and healthy option as compared to its counterparts.

Product Quality

Through responses from Question 7, we can analyze that:

14 out of 64(21.9%) respondents faced paint peeling issue with Asian Paints Products.

8 out of 64(12.5%) respondents faced Yellowing of walls issue with Asian Paints Products.

6 out of 64(9.4%) respondents faced seepage issue with Asian Paints Products.

3 out of 64(4.7%) respondents faced Blistering issue with Asian Paints Products.

2 out of 64(3.1%) respondents faced poor adhesion issue with Asian Paints Products.

None of the respondents faced sags and runs issue with Asian Paints Products.

38 out of 64(59%) respondents did not face any issue with Asian Paints Products.

Through responses from Question 9, we can analyze that:

50% of the respondents have rating 4 to the overall experience with Asian Pints while 18% have given rating 5
and only 4 respondents have given less than 3 rating to Asian Paints. (Rating:1-POOR while 5-Excellent)

This shows that Asian Paints has been able to successfully deliver quality products and experience to its
customers therefore customers satisfaction exceeds average rating thus customers associate fine quality products
with the brand. It is very relatable with latest Asian Paints Products that talk about long lasting products (“Abhi
toh aur chalega”-Asian Paints Ultra Protek) as quality products are perceived to be long lasting and health
centric.

Perceived Price

We tried to determine whether Asian Paints is appropriately priced or not through Question 8 where 75% of the
respondents feel Asian Paints are value for money while only 6.2% feel the Asian Paints products are not value
for money.
Perceived Risk

Time Risk: After analyzing Question 3, 50% of respondents paint their houses once in every three years while
32.8% of respondents paint their houses in 5 to 8 years thus majority of respondents paint their houses in late
intervals therefore there is less of time risk involved.

Functional Risk and Social Risk: Since beautification and decor of the house place pivotal role as poor
product choice may hurt customer’s ego if the product doesn’t perform as expected. Question 7 depicts that
people might face issues with Asian Paints Products such as 21.9% respondents have faced peeling issues while
12.5% respondents have faced yellowing issues.