A STUDY ON SCOPE OF BRAND PREFERENCE IN KANSAI

NEROLAC PAINT, CHENNAI.

PROJECT DONE

BY

SURESH KUMAR.D

(Reg. No – 31608631039)

OF

VELS SRINIVASA COLLEGE OF ENGINEERING AND TECHNOLOGY

A PROJECT REPORT

Submittted to the

FACULTY OF MANAGEMENT STUDIES

In partial fulfillment of the requirements for the awards of degree

OF

MASTER OF BUSINESS ADMINISTRATION JUNE 2010

A STUDY ON SCOPE OF BRAND PREFERENCE IN KANSAI

NEROLAC PAINT, CHENNAI.

PROJECT DONE

BY

SURESH KUMAR.D

(Reg. No – 31608631039)

OF

VELS SRINIVASA COLLEGE OF ENGINEERING AND TECHNOLOGY

A PROJECT REPORT

Submittted to the

FACULTY OF MANAGEMENT STUDIES

In partial fulfillment of the requirements for the awards of degree

OF

MASTER OF BUSINESS ADMINISTRATION JUNE 2010 ACKNOWLEDGEMENT I express my profound thanks to our respected chairperson Thiru. JAYA KUMAR for his enthusiastic support and helping by providing all resources behind the scenes. My most sincere thanks and everlasting gratitude to DR.V.KANAKASABI PHD, principal Vels srinivasa college of engineering and technology for giving this opportunity to do work on this project.

We wish to express our profound indebtedness and sincere gratitude to MR .SELVAM ,ASM (Area Sales Manager) NEROLAC PAINT for giving us the opportunity to undergo our project work in the bank. Also we thank all the employee who responded to our question. Our special thanks to LECT. MISS. CHITRA, MBA MPHIL –HOD- Department of Management studies, VELS SRINIVASA COLLEGE OF ENGINEERING AND TECHNOLOGY for giving suggestion on structuring our project. Our heart full thanks & everlasting thanks to our project guide our project. Also we thank all the lecturers of our department. I am extending my sincere thanks to all faculty members of the department of management studies who had extended their co-operation and helped in completing my project successfully. I am also extremely thankful to my parents and all my intimate friends for their supports given to finish this project. MR.

LOGANATHA PRASANNA.S , MBA for his valuable suggestion towards the completion of

(D.SURESH KUMAR)

CONTENT

CHAPTER NO

TITLE List of Tables List of Charts Abstract

PAGE NO

I

INTRODUCTION Introduction Industry profile Product Profile

II

DEVELOPMENT OF THE MAIN THEME Need for the study Objectives of study Scope of Significance Limitation of Study Research Methodology

III IV V

REVIEW OF LITERATURE DATAANALYSIS AND INTERPRETATION RESULT OF THE STUDY Findings Suggestion Conclusion Annexure Bibliography

TABLE NO 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25

TITLE Showing Age group of the respondents Showing Gender of the respondents Showing Education Level of the respondents Showing Occupation of the respondents Showing Income group of the respondents’ Showing family members of the respondents’ Showing. factors influenced to take paint Showing types of paint company chosen Showing choice of paint company purchased or planning to purchase Showing paint or any other decors for your buildings Showing reason of customer perference towards Kansai Nerolac paint Showing customer preference in Decorative Paint of kansai nerolac paints Showing customer preference in Interior paints of kansai Nerolac paints Showing customer preference in exterior paints of kansai Nerolac paints Showing Advertising Media effectiveness Showing feature of your paint attracted you to buy it Showing influenced to take paint from kansai Nerolac paints Showing customer’s satisfaction level in different attributes of kansai Nerolac paints Showing how long using kansai nerolac paint Showing paint price of kansai nerolac paint limited Showing value for money in Nerolac Brands Showing how likely to buy kansai nerolac paint in future Showing customer’s satisfaction with the dealers Showing recommendation of kansai nerolac paints Showing overall rank for the kansai nerolac paints

PAGE NO

CHART NO 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25

TITLE Showing Age group of the respondents Showing Gender of the respondents Showing Education Level of the respondents Showing Occupation of the respondents Showing Income group of the respondents’ Showing family members of the respondents’ Showing. factors influenced to take paint Showing types of paint company chosen Showing choice of paint company purchased or planning to purchase Showing paint or any other decors for your buildings Showing reason of customer perference towards Kansai Nerolac paint Showing customer preference in Decorative Paint of kansai nerolac paints Showing customer preference in Interior paints of kansai Nerolac paints Showing customer preference in exterior paints of kansai Nerolac paints Showing Advertising Media effectiveness Showing feature of your paint attracted you to buy it Showing influenced to take paint from kansai Nerolac paints Showing customer’s satisfaction level in different attributes of kansai Nerolac paints Showing how long using kansai nerolac paint Showing paint price of kansai nerolac paint limited Showing value for money in Nerolac Brands Showing how likely to buy kansai nerolac paint in future Showing customer’s satisfaction with the dealers Showing recommendation of kansai nerolac paints Showing overall rank for the kansai nerolac paints

PAGE NO

ABSTRACT A study on scope of brand preference in kansai nerolac paint. Brand preference shows the stage of brand loyalty at which a buyer will select a particular brand but will choose a competitor's brand if the preferred brand is unavailable. In 2006, on the 11th of July, Goodlass Nerolac Paints Ltd. name has been changed to Kansai Nerolac Paints Ltd.The success of Kansai Nerolac has hinged on this philosophy since 1920, and being the second largest paint company in India is the rightful tribute to its people's commitment and dedication. With employee strength of around 2000 spread over the country and an efficient management,to find out the value of money in kansai nerolac paints

Primary objective of this project is A study on scope of brand preference in kansai Nerolac paints. Secondary objective is to find out how to survey the brand knowledge, to find out the influencer for the brand preference, to find out the value of money in kansai nerolac paints, brand image, to identify the source of awareness for paint, brand equity. The significance of the study is to identify influencer and its influence factor. The scope is to find out the various influencer involves in it and provides solution to the problem. The survey conducted was limited to Chennai. Research is common parlance refers to a search for knowledge. Research is an art of scientific investigation. It is an inquiry especially through search for new facts in any branch of knowledge. Research design is the arrangement of conditions for collection and analysis of data in a manner that aims to combine relevance to the research design that will be used for the study is descriptive research design as its explain the fact and state of affair. The data for this study has been collected from both primary and secondary data sources Primary data will be collect through questionnaire that will ask to customer. The secondary data are those which have already been passed through the statistical process, The size of the population is 120 respondents survey was conducted in Chennai. The sampling used is Simple Random sampling which comes under

probability. The project was concentrated only in the Vadapalani branch nerolac kansai paint limited, Chennai.

Statistical tools used for analysis: • • • • Rank correlation Anova table Chi – square test Kolmogorov – Smirnov Test (K-S Test)

In Kansai nerolac Paint, 36% of the respondents have the age group of 30-40 yrs, 31% of the respondents have age group of 20-30 yrs, 23 of the respondents have above 40 yrs & 10% of the respondents have 15-20 yrs. The 69% of the respondents are male and 31% of them are female. The 48% of the respondents feel good about the company, 27% feel very good, 17% feel average, 5% feel fair and 3% of them are feel poor. Agents or dealers and employees should be trained to become more responsive and courteous toward the customersThe company should focus more on those factors which will create an awareness about the products offered and will also increase the good will of the company.

INTRODUCTION

A study on brand preference implies measure of brand loyalty in which a consumer will choose a particular brand in presence of competing brands, but will accept substitutes if that brand is not available. We have heard that the customer is always right. We may or may not agree with that statement but every ought to agree that customers hold a very important places in our lives. After all, without customers, people who buy our products and services, our businesses close down and we all pack up to go home. We need to discover brand preference of particular products and service. Using today’s technology, this can happen by using something as simple as a feedback card, or by using an online service. Plenty of options exist. After gathering information, analyze it. Ask tough question and arrive at the tough answers. Change what is necessary to improve the customer service rating. The more one can meet customer needs, the better chance for long-term success in their fast-paced, ever-changing world. Customers form their expectation based on past buying experiences, advice to their reference group and the promises of the marketer and their competitors. It becomes much easier for a company to serve a delighted customer. A very satisfied customer will stay with the company for many years and will bring more business to the firm. The term marketing concept holds that achieving organizational goals depends on knowing the needs and wants of target markets and delivering the desired satisfactions. It proposes that in order to satisfy its organizational objectives, an organization should anticipate the needs and wants of consumers and satisfy these more effectively than competitors. Brand - a name, sign, symbol or design, or some combination of these, used to identify a product and to differentiate it from competitors' products.

Branding has today a central role in marketing. Branding has in theory been focused on brands of large corporations and consumer goods. The situation of branding in this study differs from the traditional view. In this case is branding studied from the perspective of a small company offering services for an industrial market. The key concepts of the study are identity, image and positioning. • Brand Equity is the value of a brand built up over a period of time. It is composed of four components namely Image, Perception, Awareness and Loyalty. However some researchers say that image and awareness are the main components and the other two get covered in these two. To calculate brand equity, both the tangible(functional) and intangible(emotional) attributes are measured. The end result of the measurement is brand equity.

Brand Preference Selective demand for a company's brand rather than a product; the degree to which consumers prefer one brand over another. Kansai Nerolac Paint company Limited joint venture of the Tata Forbes and the Kansai Paint Co. Ltd., Japan.

COMPANY PROFILE

ORIGIN & EVOLUTION OF NEROLAC We embarked our journey in 1920 as Gahagan Paints and Varnish Co. Ltd. at Lower Parel in Bombay. In 1930, three British companies merged to formulate Lead Industries Group Ltd. In 1933, Lead Industries Group Ltd. acquired entire share capital of Gahagan Paints in 1933 and thus, Goodlass Wall (India) Ltd. was born.

Subsequently, by 1946, Goodlass Wall (India) Ltd. was known as Goodlass Wall Pvt. Ltd. In 1957, Goodlass Wall Pvt. Ltd. grew popular as Goodlass Nerolac Paints (Pvt.) Ltd. Also, it went public in the same year and established itself as Goodlass Nerolac Paints Ltd. In 1976, Goodlass Nerolac Paints Ltd. became a part of the Tata Forbes Group on acquisition of a part of the foreign shareholdings by Forbes Gokak.In 1983, Goodlass Nerolac Paints Ltd. strengthened itself by entering in technical collaboration agreements with Kansai Paint Co. Ltd., Japan and Nihon Tokushu Toryo Co. Ltd., Japan. In 1986, Goodlass Nerolac Paints Ltd. turned into a joint venture of the Tata Forbes and the Kansai Paint Co. Ltd., with the latter acquiring 36% of its share capital.In 1999, Kansai Paint Company Ltd., Japan took over the entire stake of Tata Forbes group and thus GNP became a wholly owned subsidiary of Kansai Paint Company Ltd. In 2006, on the 11th of July, Goodlass Nerolac Paints Ltd. name has been changed to Kansai Nerolac Paints Ltd. Our incessant journey of successes will go on backed by our present human asset of over 2000 professionals and a sales turnover of Rs. 1484 crores. We are esteemed to be a subsidiary of Kansai Paint Company Limited, which is the largest paint manufacturing company in Japan and among the top ten coating companies of the world. We are the second largest coating company in India with a market share of over 20%.

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

MANAGEMENT & KEY PEOPLE "The people who make the company are its real assets." At Kansai Nerolac, we stand by this. The success of Kansai Nerolac has hinged on this philosophy since 1920, and being the second largest paint company in India is the rightful tribute to its people's commitment and dedication. With employee strength of around 2000 spread over the country and an efficient management, the company provides the conducive work atmosphere to develop and grow. Our team of Ph.D's,

engineers and technicians visit collaborator's plants abroad to update themselves with the latest techniques. Board Of Directors Name of the Person Dr. JAMSHED JIJI IRANI MR. DEVENDRA MOTILAL KOTHARI MR. HIROSHI ISHINO MR. YUZO KAWAMORI MR. PRADIP SHAH MR. HARISHCHANDRA MEGHRAJ BHARUKA MR. SUSIM MUKUL DATTA MR. NOEL TATA MR. YASO TAJIRI MR. PRAVIN CHAUDHARI Designation CHAIRMAN VICE –CHAIRMAN DIRECTOR DIRECTOR DIRECTOR MANAGING DIRECTOR DIRECTOR DIRECTOR DIRECTOR DIRECTOR

Management Committee Members Name of the Person Mr. H.M. Bharuka MR. Pravin Chaudhari Mr. Shrikant Dikhale Mr. Anuj Jain Mr. Mahesh Mehrotra Mr. Hitoashi Nishibayashi Mr. P.D. Pai HR Angle Open Door Policy Working together requires that we have a friendly atmosphere based on trust and respect amongst all of us. At Nerolac we follow an Open Door policy. Any person is free and welcomed to share good idea, suggestion, doubt, problem about job or work place, or uncertainties about one’s future in the organization. An open and transparent communication is appreciated. Vision Values and Culture In today’s dynamic business environment, no organization can afford to survive without a well-articulated and carefully thought vision stating the overall strategic direction and long-term future of its business.We have been at the forefront of paint manufacturing over eight decades Designation Managing Director Director Vice President – HR Vice President - Marketing (Decorative) Vice President – Technical Director Supply Chain & Auto Marketing Vice President – Finance

pioneering a wide spectrum of quality products that change the face of economy and lifestyles of people at large. It is our vision to leverage global technology, for serving our customers with superior coating systems built on innovative and superior products and world class solutions, to strengthen our leadership in Industrial coatings and propel for leadership in Architectural coatings, all to the delight of our stakeholders. We firmly believe that it is not only the vision of where we wish to go which will form a cornerstone of all our further growth, but also our conviction to the fact that the values based proposition has to be ultimate foundation of our business. To this end we consciously have internalized and been practicing these values in all our business transactions though human beings: Innovation, Entrepreneurial, Responsive, Simplicity, Team Orientation. Social Responsibility The company continues to make its due contribution to community relief and development activities and has donated both in cash and kind for the beautification of some public places in Mumbai and elsewhere. The company continued its activities directly or indirectly through trusts/agencies in community Development and Social Welfare including contributions towards national defense, medical help, education, improvement of environment etc.

TECHNICAL COLLABORATORS Committed to provide the best in Paints, Nerolac have entered into Technical Collaboration with two industry leaders known for their technical superiority. The two technical collaborators are:  Kansai Paint Co. Ltd., Japan

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

ASSOCIATE COMPANIES Nipa Chemicals Ltd. This Company specializes in the manufacture of Pre-Treated Chemicals. Nipa Chemicals Ltd., is a joint venture of Nihon Parkerizing Co. Ltd., Tokyo, Japan, and Kansai Nerolac. We provide the technical and the marketing support for Nipa Chemicals.

PRODUCT PROFILE What is Paint? There's more to paint than meets the eye. Physically, paint is a mixture of four important elements: Pigments, Additives, Binders and Solvents
 Pigments render color and opacity to the paint.  Additives endow the paint with special properties such as resistance to fungus, rust etc.  Binders hold the paint together and also bind it to the surface being painted, thus

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

Depending on the solvent used, paints can be categorized as water-based (where water is the solvent), e.g. plastic emulsions and distempers or oil-based (where Thinner, a petroleum by-product is the solvent) e.g. enamels and wood finishes. Types of Finishes When Surface Coatings (Top coat of Paint) dry, they produce films with varying degree of sheen. The range extends from Flat or Matt finishes which have no sheen, through increasing degree of Luster to high gloss finishes. Based on the reflectance level of the dried film of paint we can classify the finish in to following four heads:

Matt: It is the kind of finish, which has the lowest level of gloss. When the gloss on a panel painted with a Matt finish paint is measured in a glossometer at 60-degree angle, the reading is less than 5. Egg Shell or Satin: This finish has silk like gloss, explains the name Satin finish. When the gloss on a panel painted with a Satin finish paint is measured in a glossometer at 60-degree angle, the reading is 6-20. Semi-Gloss: This finish has more gloss than a satin finish. When the gloss on a panel painted with a Semi-Gloss finish paint is measured in a glossometer at 60-degree angle, the reading is 21-70. Glossy: This is the finish with highest level of gloss. When the gloss on a panel painted with a Gloss finish paint is measured in a glossometer at 60-degree angle, the reading is more than 70.

Kinds of paints

Decorative paints

Types of Paint

Industrial Paints

Decorative Paints:Emulsions Water Based Paints Distemper

Interior Lustre

Solvent Based Paint

Enamel

Falt Oil Decorative Paints

Emulsions

Textured Exterior Cement

Nerolac Imperssions Everlast

Industrial Paints:Automotive Coatings General industrial coatings Industrial paints High performance coatings

Powder coatings

WALL PAINTS

PAINT

PRODUC T NAME

PRODUCT IMAGE

PRODUCT DESCRIPTION Nerolac Pearls Lustre finish is a Special Interior Wall paint that captures the magic glow of pearls and the intrinsic resilience of the shell. Thus, this paint very rightly stands for "Ornamentation for walls". This is a special product for interior use, developed by incorporating selected pacifying pigments dispersed in a specially formulated medium.

INTERIOR/ SOLVENT BASED PAINTS

Nerolac Pearls Lustre Finish

Nerolac Satin Enamel

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

Nerolac Synthetic Enamel

Nerolac Synthetic Enamel is a time tested and proven, high quality alkyd based enamel incorporated with best quality opacifying and light fast pigments.

Nerolac Impression HiPerformanc e Enamel

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

PAINT

PRODUC T NAME Nerolac Beauty Premium Acrylic Distemper

PRODUCT IMAGE

PRODUCT DESCRIPTION Nerolac Beauty Premium Acrylic Distemper is supplied in paste form, and it can be used for the decoration of fully matured plasterwork, concrete, brickwork and asbestos surfaces. The paste is bound with a stable acrylic medium.

INTERIOR/ WATER BASED PAINTS (Distempe r)

Nerolac Beauty Acrylic Distemper

Nerolac Beauty Acrylic Distemper is supplied in paste form, and it can be used for the decoration of fully matured plasterwork, concrete, brickwork and asbestos surfaces. The paste is bound with a stable acrylic medium.

Nerolac Beauty Oil Bound Distemper

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

INTERIOR/ WATER BASED PAINTS (Emulsion s)

Nerolac Impression 24 Carat Premium Luxury Emulsion

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

Nerolac Impression Metallic

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

PAINT INTERIOR/

PRODUC T NAME Nerolac

PRODUCT IMAGE

PRODUCT DESCRIPTION Nerolac Beauty Premium Acrylic Emulsion is a

WATER BASED PAINTS (Emulsion s)

Beauty Premium Acrylic Emulsion

specially formulated emulsion paint based on a durable copolymer resin, high opacity micronised pigments, and additives to give better properties.

Nerolac Beauty Silky Smooth

Nerolac Beauty Silky Smooth Finish Emulsion paint, is a specially developed economical product that gives optimum performance, with respect to protection and decoration of interior walls. It is formulated by using ideal combination of pigments and extenders, dispersed in a copolymer emulsion for smooth and pleasant matt finish. Nerolac Disney Emulsion is a water-based, premium super luxury interior wall finish. It provides a distinctly rich, velvety smooth with exquisite satin finish. Ideal base coat for Disney stencil application and for superior results.

Nerolac Disney Emulsion

Nerolac Beauty Smooth finish

Nerolac Beauty Smooth Finish paint, is a specially developed economical product that gives optimum performance, with respect to protection and decoration of interior walls. It is formulated by using ideal combination of pigments and extenders, dispersed in a copolymer emulsion for smooth and pleasant matt finish. Nerolac Beauty Flexi Coat Premium Interior Emulsion (NBFCPIE) or Beauty Platinum Emulsion is a specially designed water-based, Premium, Top Coat capable of bridging cracks* in underneath plaster services, better than most of the other premium emulsions. Its formula using pure acrylic latex, and high opacity micronised pigments give good flow and levelling properties, that impart smooth velvet finish with soft sheen, excellent elasticity and washability.

Nerolac Beauty Flexi Coat Premium Interior Emulsion (NBFCPIE) or Beauty Platinum Emulsion

PAINT

PRODUC T NAME Everlast Self Clining

PRODUCT IMAGE

PRODUCT DESCRIPTION Nerolac Everlast with pliolite is a specially designed solvent based exterior coating having superior properties with respect to protection of masonry surfaces from aggressive environmental conditions. It is formulated by using ideal combination of true pigments and special type of extenders, dispersed in a balanced combination of different grades of Styrene Acrylate Resins and plasticized with ultra violet stabilized grade of plasticizer. Nerocem with Titanium + is available in powder form. It is an economical exterior product specially formulated by using best quality white cement and other ingredients to get an economical exterior product. It is useful for the protection and decoration of the surfaces.

EXTERIOR PAINTS

Nerocem with Titanium+

Nerolac Suraksha Plastic

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

Nerolac Impression Excel Anti Peel Acrylic

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

PAINT

PRODUC T NAME

EXTERIOR PAINTS

Nerolac Impressions Excel Total All in One Acrylic Exterior Emulsion

Nerolac Suraksha Advanced Plastic Exterior Paint

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

METAL PAINTS

Nerolac Impression HiPerformanc e Enamel

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

Nerolac Satin Enamel

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

Nerolac Synthetic Enamel

Nerolac Synthetic Enamel is a time tested and proven, high quality alkyd based enamel incorporated with best quality opacifying and light fast pigments.

NEED FOR THE STUDY

As paint is the major service sector which attracts more expectation from consumers irrespective of their age, gender, occupation and family background. As their exists more options about the paint companies such as Kansai Nerolac,Asian paints, Berger, ICI etc., Brand preference plays a vital role among the companies as it reflects in the form of increased sales, market, growth and development of the company. To know the brand preference of Kansai Nerolac paint customers and to know the customer expectation from the company life better service, safety, life protection, product variety and etc.

OBJECTIVES

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

Secondary Objective: to find out how to survey the brand knowledge  to find out the influencer for the brand preference
 to find out the value of money in kansai nerolac paints

 brand image
 To identify the source of awareness for paint

 brand equity

SCOPE AND SIGNIFICANCE

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

RESEARCH METHODOLGY Research is common parlance refers to a search for knowledge. Research is an art of scientific investigation. It is an inquiry especially through search for new facts in any branch of knowledge.

Research design: Research design is the arrangement of conditions for collection and analysis of data in a manner that aims to combine relevance to the research design that will be used for the study is descriptive research design as its explain the fact and state of affair.

Method of data collection The data for this study has been collected from both primary and secondary data sources

Primary data Primary data will be collect through questionnaire that will ask to customer

Secondary data The secondary data are those which have already been passed through the statistical process, the proposed study also make use of secondary source of data collection in the form of company journals, magazines, records, websites and other relevant sources. Sample design SAMPLING SIZE

The study was conducted with the respondents of KANSAI NEROLAC PAINT LIMITED. It comprises of all the respondents in the concern. The size of the population is 120 respondents survey was conducted in Chennai.

Sampling method The sampling used is Simple Random sampling which comes under probability so that every member of the population has an equal chance of being selected.

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

Statistical Tools used for Analysis: • • • • Rank Correlation Anova table Chi – square test Kolmogorov – Smirnov Test (K-S Test)

LIMITATIONS OF THE STUDY

 The survey conducted was limited to Chennai. Hence the results attained by the study may not be universally applicable.  Some of the respondents might have given biased answers which might affect the findings of the study.  The respondents did not have much time to spend in filling up the questionnaire.

 used. 

The study was conducted during a short a pan of time and as such the researcher

could concentrate only on available respondents. So convenient sampling technique was

Research is carried out consumers, who are human being they know that they are

observed. So, the customers or respondents start behave artificially when they know that their attitude, opinions, beliefs and etc., are being studied.

REVIEW OF LITERATURE

Brand Preference “Customers buying products are buying utility, function, and performance as much as image and status” (Terpstra and Sarathy, 1997, p. 375). Actually, Customer merchandise has implications more than their utilitarian, functional, and commercial significance (Czikszentmihalyi and Rochberg-Halton, 1981; Ericksen, 1996; Leigh and Gabel, 1992; Levy, 1959; Mick, 1986). Consumers do not “consume products for their material utilities but consume the symbolic meaning of those products as portrayed in their images” (Elliot, 1997, p. 286). Therefore, the acquired goods are not only “bundles of attributes that yield particular benefits” (Holt, 1995, p. 1) but also indications of symbolic meanings to the public. Consumers are more likely to use brands to express how they are either similar to or different from people of their in-group (Markus and Kitayama, 1991). Bhat and Reddy (1998) also reported that brands have practical and emblematic importance for consumers. The emblematic importance, which is attached to brands, is often broadcasted via the use and consumption of brands (Gottdeiner, 1985; McCracken, 1986). Consequently, there seems to be a noteworthy relationship between brand images, consistent with the emblematic importance of brands, and consumers’ self images (Zinkham and Hong, 1991). Individuals are more likely to buy brands whose personalities intimately match their own self images (Schiffman and Kanuk, 2000). Similarly, consumers express themselves by selecting brands whose personalities are recognized to be consistent with their own personalities (Aaker, 1999; Kassarjian, 1971; Sirgy, 1982). In many circumstances, consumers’ self image influences his/her purchase decisions (Zinkham and Hong, 1991) In other words, consumers use products to illustrate, maintain, and reinforce their self concepts to themselves (Sirgy, 1982; Wallendorf and Arnould, 1988; Zinkham and Hong, 1991). Therefore, “purchase and consumption are good vehicles for selfexpression” (Jamal and Goode, 2001, p. 483). Previous research indicated that self image/self expression affect consumers’ product preferences and their purchase intentions (Ericksen, 1996; Mehta, 1999). For example, Ericksen (1996) found a significant relationship between self image and intention to buy an American automobile (Ford Escort). Based on this finding, it might be inferred that “individuals prefer brands that have images compatible with their perceptions of self” (Jamal and Goode, 2001, p. 483; Belk, et. al., 1982; Ericksen, 1996; Solomon, 1983; Zinkham and Hong, 1991). Moreover,

this self image consistency strengthen positive attitude toward products and brands (Ericksen, 1996; Sirgy, 1982, 1985, 1991; Sirgy, et. al., 1997). Specifically, “the more similar a consumer’s self-image is to the brand’s image, the more favorable their evaluations of that brand should be” (Graeff, 1996, p. 5). Brand preference has been conceptualized in many ways in the marketing literature. In some studies, brand preference has been equated with brand loyalty (e.g., Rundle-Thiele and Mackay 2001). In other studies, it has been evaluated as a precursor to brand loyalty (e.g., Odin et al. 2001). In this study, we consider brand preference as a precursor to brand loyalty. Brand preference is typically viewed as an attitude in which the consumer has a predisposition toward one or more brands. Ben-Akiva et al. (1999) define preferences as “comparative judgments between entities.” We use this definition as a basis for distinguishing brand preference as a comparative judgment between a set of brands which leads to a more favorable attitude toward one or more of the brands. In contrast, brand loyalty is viewed as a combination of attitude and behavior where a professed commitment toward a brand is manifested in repeat purchasing of the brand. Jacoby and Kyner (1973, p. 2) define brand loyalty as: “(1) the biased (i.e., nonrandom), (2) behavioral response (i.e., purchase), (3) expressed over time, (4) by some decision-making unit, (5) with respect to one or more alternative brands out of a set of such brands, and (6) is a function of psychological (decision-making, evaluative) processes.” This widely accepted definition encompasses behavioral and attitudinal components, stating both must be present since neither is sufficient on its own. Further, the definition allows for loyalty to multiple brands. Does brand preference necessarily lead to brand loyalty or repeated purchase of the preferred brand? Empirical results have shown that the answer is no. Allenby and Lenk (1995) conclude that “consumer preferences for brands are not nearly as entrenched as might be expected.” Their research shows that promotional activities such as feature ads, displays, and price cuts can have a significant effect on whether or not buyers follow through with their preferences. Additional reasons (other than promotions) why consumers may purchase other brands despite a stated brand preference include a desire to try and learn more about different brands in the category; changing needs or situations; variety seeking; and changes in the available alternatives due to new products or improvements to existing products (Coulter et al. 2003). Despite the extensive literature on search, only three studies empirically investigate the brand loyalty-search relationship, and only one study could be found that addresses the brand

preference-search relationship. For brand loyalty, only one of the studies finds the hypothesized negative, significant relationship between brand loyalty and search. Bennett and Mandell (1969) find this relationship between loyalty and search for the product category automobiles (p≤ 0.05), using a behavior-based measure of loyalty (number of prior purchases of a brand and the sequence of prior purchases). In contrast, Kiel and Layton (1981) do not find a significant relationship between a similar behavioral measure of loyalty (repurchase of the same brand) and search time or search activity for the same category of cars. In another context, Jacoby et al. (1978) evaluated the brand loyalty-search relationship for breakfast cereals. In this study, both an attitude-based and a purchase-based measure of brand loyalty were used. Their findings show no 540 relationship between the purchase-based measure of brand loyalty and search (p=0.59) and only a questionable relationship between the attitudinal measure of brand loyalty (p = 0.06). As such, the literature provides at best weak support for the hypothesis that brand loyalty reduces search. Despite this limited support, the marketing literature concludes that brand loyalty decreases search effort (e.g., Gwinner et al. 1998). In fact, Sheth and Parvatiyar (1995, p. 256) claim that “the fundamental axiom of relationship marketing is, or should be, that consumers like to reduce choices by engaging in an ongoing loyalty relationship with marketers.”

DATA ANALYSIS AND INTERPRETATION

Table No: 1

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

S. No 1 2 3 4

Particulars 15-20 yrs 20-30 yrs 30-40 yrs Above 40 yrs Total

No. of Respondents 12 38 43 27 120

Percentage 10 31.67 35.83 22.5 100

(Source: Questionnaire)

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

Chart No: 1

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

(Source: Table No: 1)

Table No: 2

Table showing gender of the respondents’ in Kansai Nerolac Paints

S. No 1 2

Particulars Male Female Total

No. of Respondents 103 17 120

Percentage 85.83 14.17 100

(Source: Questionnaire)

Interpretation: From the above table it shows that 69.17% of the respondents are male and 30.83% of them are female.

Chart No: 2

Chart showing gender of the respondents’ in Kansai Nerolac Paints

(Source: Table No: 2)

Table No: 3

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

S. No

Particulars

No. of Respondents

Percentage

1 2 3 4 5

Below 12th UG PG Professional Others Total

26 38 21 18 17 120

21.67 31.67 17.5 15 14.17 100

(Source: Questionnaire)

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

Chart No: 3

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

(Source: Table No: 3)

Table No: 4

Table showing Occupation of the respondents’ in Kansai Nerolac Paints

S. No 1 2 3 4 5

Particulars Students Government employee Private Business Others Total

No. of Respondents 14 17 45 26 18 120

Percentage 11.67 14.67 37.5 21.67 15 100

(Source: Questionnaire)

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

Chart No: 4

Chart showing Occupation of the respondents’ in Kansai Nerolac Paints

(Source: Table No: 4)

Table No: 5

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

S. No 1 2 3

Particulars Below 2 lakhs 2-4 lakhs Above 4 lakhs Total

No. of Respondents 36 57 27 120

Percentage 30 47.5 22.5 100

(Source: Questionnaire)

Interpretation: From the above table it shows that 47.5% of the respondents have the income group of 24 lakhs, 30% have income group of below 2 lakhs and 22.5% have income group of above 4 lakhs.

Chart No: 5

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

(Source: Table No: 5)

Table No: 6

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

S. No 1 2 3 4

Particulars Below 3 4 5 Above 5

No. of Respondents 18 23 41 38

Percentage 15 19.16 34.17 31.67

Total

120

100

(Source: Questionnaire)

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

Chart No: 6

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

(Source: Table No: 6)

Table No: 7

Table showing factors influenced to take paint

S. No 1 2 3 4 5

Particulars To give Beautiful decors to house To attract public To show royalty To provide safety from climate Others Total

No. of Respondents 38 42 17 23 20 120

Percentage 31.66 18.33 14.17 19.17 16.67 100

(Source: Questionnaire)

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

Chart No: 7

Chart showing factors influenced to take paint

(Source: Table No: 7)

Table No: 8

Table showing types of paint company chosen

S. No 1 2 3 4 5

Particulars Kansai Nerolac Asian paints Berger ICI Others Total

No. of Respondents 27 43 22 20 8 120

Percentage 22.5 35.83 18.33 16.67 6.67 100

(Source: Questionnaire)

Interpretation:

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

Chart No: 8

Chart showing types of paint company chosen

(Source: Table No: 8)

Table No: 9

Table Showing choice of paint purchased or planning to purchase

S. No 1

Particulars Kansai Nerolac

No. of Respondents 32

Percentage 26.67

2 3 4 5

Asian paints Berger ICI Others Total

42 18 12 16 120

35 15 10 13.33 100

(Source: Questionnaire)

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

Chart No: 9

Chart showing choice of paint company purchased or planning to purchase

(Source: Table No: 9)

Table No: 10

Table Showing paint or any other decors for your buildings

S. No 1 2

Particulars YES NO Total

No. of Respondents 87 33 120

Percentage 72.5 27.5 100

(Source: Questionnaire)

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

Chart No: 10

Chart Showing paint or any other decors for your buildings

(Source: Table No: 10)

Table No: 11

Table Showing reason of customer perference towards Kansai Nerolac paint

S. No 1 2 3 4

Particulars Variety of product Economic Very Attractive Maximum life of product

No. of Respondents 29 22 41 11

Percentage 24.17 18.33 34.17 9.17

5

Others Total

17 120

14.16 100

(Source: Questionnaire)

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

Chart No: 11

Chart Showing paint or any other decors for your buildings

(Source: Table No: 11)

Table No: 12

Table Showing customer preference in Decorative Paint of kansai nerolac paints

S. No 1 2 3 4

Particulars Wall- Interior paint Wall- Exterior paint Woods paint Metals paint Total

No. of Respondents 42 32 25 21 120

Percentage 35 26.67 20.83 17.5 100

(Source: Questionnaire)

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

Chart No: 12

Chart Showing customer preference in Decorative Paint of kansai nerolac paints

(Source: Table No: 12)

Table No: 13

Table Showing customer preference in Interior paints of kansai Nerolac paints

S. No 1 2 3 4 5 6 7

Particulars Nerolac Pearls Lustre Finish Nerolac Beauty Silky Smooth Nerolac Synthetic Enamel Nerolac Beauty Premium Acrylic Distemper Nerolac Impression 24 Carat Premium Luxury Emulsion Nerolac Impression Metallic Nerolac Disney Emulsion Total

No. of Respondents 46 26 15 11 14 5 3 120

Percentage 38.33 21.67 12.5 9.17 11.67 4.17 2.5 100

(Source: Questionnaire)

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

Chart No: 13

Chart Showing customer preference in Interior paints of kansai Nerolac paints

(Source: Table No: 13)

Table No: 14

Table Showing customer preference in Exterior paints of kansai Nerolac paints

S. No 1 2 3

Particulars Nerolac Everlast Self Clining Nerolac Nerocem with Titanium+ Nerolac Suraksha Plastic

No. of Respondents 35 21 42

Percentage 29.17 17.5 35

4

Nerolac Impression Excel Anti Peel Acrylic Total

22 120

18.33 100

(Source: Questionnaire)

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

Chart No: 14

Chart Showing customer preference in Exterior paints of kansai Nerolac paints

(Source: Table No: 14)

Table No: 15

Table Showing Advertising Media effectiveness

S. No 1 2 3 4 5

Particulars Radio Newspaper/Magazine TV/Internet Friends/references Agents Total

No. of Respondents 19 26 10 21 44 120

Percentage 15.83 21.67 8.33 17.5 36.67 100

(Source: Questionnaire)

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

Chart No: 15

Chart Showing Advertising Media effectiveness

(Source: Table No: 15)

Table No: 16

Table Showing feature of paint attracted you to buy it

S. No 1 2 3 4 5

Particulars Low premium Variety of products Reputation Easy access to the agents Others Total

No. of Respondents Percentage 21 23 23 11 42 120 17.5 19.17 19.17 9.16 35 100

(Source: Questionnaire)

Interpretation:

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

Chart No: 16

Chart Showing feature of paint attracted you to buy it

(Source: Table No: 16) Table No: 17

Table Showing influenced to take paint from kansai Nerolac paints

S. No 1 2

Particulars Decorative paint (wall) Interior Decorative paint (wall) Exterior

No. of Respondents 41 29

Percentage 34.17 24.17

3 4 5

Decorative paint (Metal) Decorative paint (wood) High Performance coating paint Total

22 7 17 120

18.33 9.17 14.16 100

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

Chart No: 17

Chart Showing influenced to take paint from kansai Nerolac paints

(Source: Table No: 17)

Table No:18

Table showing customer’s satisfaction level in different attributes of Kansai Nerolac Paints

S.No

Attributes

Very satisfie d 31 21 27 19 18

Satisfie s 47 41 45 31 26

Average Dissatisfied

Highly Percentage dissatisfied 2 7 6 7 7 32.67 31.67 19.36 11.5 4.8

1 2 3 4 5

Wall paint - Interior Wall paint – Exterior Metal Paint Wood Paint High Performance coating paint

32 36 30 47 51

8 15 12 16 18

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

Chart No: 18

Chart showing customer’s satisfaction level in different attributes of Kansai Nerolac Paints

(Source: Table No:18)

Table No: 19

Table Showing long are you using kansai nerolac paint

S. No 1 2 3 4 5

Particulars Less than 6 month 6month-1 yr 1yr-3 yrs 3-5 yrs Above 5 yrs Total

No. of Respondents 11 28 33 30 18 120

Percentage 9.17 23.33 27.5 25 15 100

(Source: Questionnaire)

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

Chart No: 19

Chart Showing long are you using kansai nerolac paint

(Source: Table No: 19)

Table No: 20

Table Showing paint price of kansai nerolac paint limited

S. No 1

Particulars Competitive

No. of Respondents 59

Percentage 49.17

2 3

Less competitive Not at all competitive Total

38 23 120

31.67 19.16 100

(Source: Questionnaire)

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

Chart No: 20

Chart Showing paint price of kansai nerolac paint limited

(Source: Table No: 20)

Table No: 21

Table Showing value for money in Nerolac Brands

S. No 1 2

Particulars YES NO Total

No. of Respondents 78 42 120

Percentage 65 35 100

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

Chart No: 21

Chart Showing value for money in Nerolac Brands

(Source: Table No: 21)

Table No: 22

Table Showing how likely buy kansai nerolac paint in future

S. No 1 2 3 4 5

Particulars Definitely Most probably Probably Not Probably Definitely Not

No. of Respondents 24 35 46 10 5

Percentage 20 29.17 38.33 8.33 4.17

Probably Total 120 100

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

Chart No: 22

Chart Showing how likely buy kansai nerolac paint in future

(Source: Table No: 22)

Table No: 23

Table Showing customer’s satisfaction with the dealers

S. No 1 2 3 4 5

Particulars Highly Satisfied Satisfied Neither Satisfied Nor Dissatisfied Dissatisfied Highly Dissatisfied Total

No. of Respondents 22 55 25 12 6 120

Percentage 18.33 38.33 31.67 8.33 3.34 100

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

Chart No: 23

Chart Showing customer’s satisfaction with the dealers

(Source: Table No: 23)

Table No: 24

Table Showing recommendation of kansai nerolac paints to others

S. No 1 2

Particulars YES NO Total

No. of Respondents 98 22 120

Percentage 81.67 18.33 100

(Source: Questionnaire)

Interpretation: From the above table it shows that 81.67% of the respondents are recommended the paint to others and 18.33% are not recommended.

Chart No: 24

Chart Showing recommendation of kansai nerolac paints to others

(Source: Table No: 24)

Table No: 25

Table Showing overall rank for the kansai nerolac paints

S. No 1 2

Particulars 5. Highly Satisfied 4. Satisfied

No. of Respondents 23 41

Percentage 19.17 34.17

3 4 5

3.Neither satisfied nor dissatisfied 2. Dissatisfied 1. Highly dissatisfied Total

30 18 8 120

25 15 6.66 100

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

Chart No: 25

Chart Showing overall rank for the kansai nerolac paints

(Source: Table No: 25) STATISTICAL TOOLS

RANK CORRELATION

Need for the test

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

Attributes Radio News paper T.V/Internet Friends/References Agents

Male(x) 10 8 6 13 46

Female(y) 8 7 4 13 5

Solution:

Rank (x) 3 2 1 4 5

Rank (y) 4 3 1 5 2

D=Rank(x-y) -1 -1 0 -1 3 ∑ D2 n=5

D2 1 1 0 1 9 12

Rank Correlation

r=0.4 Inference

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

KOLMOGOROV – SMIRNOV TEST (K-S Test):

It is a simple nonparametric test for testing whether there is a significant difference between on observed frequency and a theoretical frequency. This is also known as K-S test. (HO): There is no significant different between satisfied with the paint & opinion about kansai Nerolac Paint (H1): There is significant different between satisfied with the paint & opinion about kansai Nerolac Paint Attributes Highly Satisfied Satisfi ed Neither satisfied Nor dissatisfied Satisfy with the paint Opinion about paint 22 21 55 57 25 27 12 12 6 3 Dissatisf ied Highly dissatisfied

Sol : Table calculation of K-S Statistic Observe d Frequen cy Observed cumulati ve frequenc Observe d related frequen Expected Expected Frequen cy Cumulativ e Frequenc Expected D = Relative Frequen cy (Fe) lFe – Fol

y 22 22

cy (Fo) 22/120 = 0.183 77/120 = 0.642 102/120 = 0.85 114/120 = 0.95 120/120 =1 21

y 21 21/120 = 0.175 78/120 = 0.65 105/120 = 0.875 117/120 = 0.975 120/120 =1 0.008

55

77

57

78

0.008

25

102

27

105

0.025

12

114

12

117

0.025

6

120

3

120

0

a) K-S.Statistic : Dn = max lFe – Fol = 0.025 b) The table value of Dn for n=5 and α = 0.05 is 0.565.

Since the table value is greater than calculated value 0.565 > 0.025 So we accept the null hypothesis Ho.

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

ANOVA Table Need for the test To test there is a significance difference between satisfaction levels of different attributes in Kansai Nerolac Paints.

Null hypothesis There is no significant relationship between satisfaction levels of different attributes in Kansai Nerolac Paints.

Alternative hypothesis There is significant relationship between over all satisfication level with different product provided by the company. S.No 1 2 3 4 5 Attributes Wall Paint- Interior Wall Paint – Exterior Wood Paint Metal Paint High Performance Coating VS 27 21 31 19 18 S 45 41 47 31 26 AVG 30 36 32 47 51 DS 12 15 8 16 18 HDS 6 7 2 7 7

Solution N = Row x column = 25 T (Total Sum) = ∑ (x1)+ ∑ (x2)+ ∑ (x3) +∑ (x4)+ ∑ (x5) = 600 SI.No 1 2 3 4 5 Attributes Wall Paint- Interior Wall Paint – Exterior Wood Paint Metal Paint High Performance Coating ∑ (x1)2 729 441 961 361 324 2816 (x2)2 2025 1681 2209 961 676 7552 (x3)2 900 1296 1024 2209 2601 8030 (x4)2 144 225 64 256 324 1013 (x5)2 36 49 4 49 49 187

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

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

Sum of square between factors (SS)

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

Sum of square within factor = TS – SS = 5289

Source of variable Between factors Within factors

Sum of square 10487 5289

Degree of freedom 5-1=4 25-1=24

Variance (T) 2621.75(T1) 220.38(T2)

Variance between factor = T1 / T2 =11.89 Table value: Variance within factor tabulate value F=5.77 [for degree v1=4, v2=24]

Inference • • • Since the calculated value is greater than the table value. Null hypothesis (H0) is rejected @ 5% of significance level. Alternative hypothesis (H1) is accepted @ 5% significance level.

Result:

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

CHI SQUARE TEST Need for the test To test whether there is a significance difference between gender and respondents using paint in other paint companies. Null hypothesis There is no significant relationship between gender and respondents using paint in other paint companies. Alternative hypothesis There is significant relationship between gender and respondents using paint in other paint companies.

Attributes Male Female Total

Yes 50 37 87

No 20 13 33

Total 70 50 120(N)

Solution:

Observed (O) 50 20 37 13

Expected (E) 50.75 19.25 36.25 13.75

(O-E)2

(O-E)2/E

0.56 0.56 0.56 0.56

0.01 0.03 0.02 0.04

  =∑ (O-E) ²/E = 0.10

=∑ (O-E) ²/E = 0.10 For degree of freedom =(r-1) (c-1) = (2-1)*(2-1) =1*1=1 Calculated value= 0.10 Table value= 3.84

Inference •

Since the calculated value is less than the table value. Null hypothesis (H0) is accepted @ 5% of significance level. Alternative hypothesis (H1) is Rejected @ 5% significance level.

Result:

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

FINDINGS

 In Kansai nerolac Paint, 36% of the respondents have the age group of 30-40 yrs, 31% of the respondents have age group of 20-30 yrs, 23 of the respondents have above 40 yrs & 10% of the respondents have 15-20 yrs.  The 69% of the respondents are male and 31% of them are female.
 The 32% of the respondent have education qualification of UG, 22% have below 12th,

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

SUGGESTIONS  The company should be in advance in sending information about the new paint and others information to the customer.  The company should come with liability covers embracing all sorts of claims.  The company should offer flexible paints.  The company should restructure the premium rates and make sure that the premium rate reflects current market conditions.  Agents or dealers and employees should be trained to become more responsive and courteous toward the customers.  The company should focus more on those factors which will create an awareness about the products offered and will also increase the good will of the company.  The company should provide free consulting centre for clearing the consumers doubt regarding their Paints.  The company should try to retain all his present customer by announcing some attractive package to regular customer.  The company should show more focus on order capturing and processing.  The company should come up with innovative plan to promote online order management with home delivery.  The company should concentrate towards there quality of their product.

CONCLUSION

Brand preference is to identify why the customer of the company prefers more Kansai Nerolac Paints compare to other paint companies and identify the level of satisfaction among the customer of the existing services. The success of the company directly or indirectly depends on their customers, as they are the backbone of the company. Today, the company has expanded tremendously by issuing traditional and non-traditional plans aiming at high level of customers. The company can take steps to conduct more promotion programs on paint and promotion to increase the customer needs, perception, requirements and satisfaction. From this, company sales will also increase.

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

QUESTIONNAIRE Personal details 1.Name

2. Age (a) 15-20 (b) 20-30 (c) 30-40 (d) above 40 year

3. Sex (a) Male (b) Female

Socio-economic factor

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

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

6. Income group of annual (a) Below 2lakhs (b) 2 -4lakhs (c) Above 4 lakhs

7. How many members in your Family (a) Below 3

(b) 4 (c) 5 (d) Above 5

Customer Opinion

1. Kindly indicate the factors that influenced you to take paint? (a)Beautiful decors to house (b)To attract public (c)To show royalty (d) To provide safety from climate (e) Others

2. Kindly indicate the type of paint company you have chosen? (a) Kansai Nerolac (b) Asian paints (c) Berger (d) ICI (e) Others

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

(c) Berger (d) ICI (e) Others

4. Do you use paint or any other decors for your buildings? (a) Yes (b) No

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

6. Why do you prefer Kansai nerolac paint? (a) Very Attractive (b) Economic (c) Variety of product (d) Maximum life of product (e) Others

7. What type of paint do you prefer in Decorative Paint (a) Wall- Interior paint (b) Wall- Exterior paint

of kansai nerolac paints?

(c) Woods paint (d) Metals paint 8. Which brand do you prefer in Interior paints of kansai Nerolac paints? (a) Nerolac Pearls Lustre Finish (b) Nerolac Beauty Silky Smooth (c) Nerolac Synthetic Enamel (d) Nerolac Beauty Premium Acrylic Distemper (e) Nerolac Impression 24 Carat Premium Luxury Emulsion (f) Nerolac Impression Metallic (g) Nerolac Disney Emulsion

9. Which brand do you prefer in exterior paints of kansai Nerolac paints? (a) Nerolac Everlast Self Clining (b) Nerolac Nerocem with Titanium+ (c) Nerolac Suraksha Plastic (d) Nerolac Impression Excel Anti Peel Acrylic

11. Which advertising media has greater impact on you to choose the paint company? (a)Radio (b)Newspaper (c)TV (d)Friends (e)Agents

12.Which feature of your paint attracted you to buy it? (a) Low premium (b) Variety of products

(c) Easy access to the agents (d) Reputation of the company (e) Others

13. How long are you using kansai nerolac paint? (a) Less than 6 month (b) 6 months to 1 year (c) 1 year to 3 years (d) 3 years to 5 years (e) Over 5 years

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

15.Do you have value for money in Nerolac Brands? (a) Yes (b) No

16.Rank the factors that influenced you to take the paint from kansai Nerolac? S.No. A B Attributes Decorative Paints (Wall paint-Interior) Decorative Paints (Wall paint- Exterior) Rank

C D E

Decorative Paints(Metal) Decorative Paints(Wood) Industrial Paints (High Performance Coatings)

17. Rank your satisfaction level on the following attributes of Kansai Nerolac paint? Level of Satisfaction S.No. A B C D E Where, Attributes Wall paint- Interior Wall paint- Exterior Woods paint Metals paint High Performance Coatings VS- Very Satisfied; S- satisfied; AVG- Average; DS- Dissatisfied; VS S AVG DS VDS

HDS- Very Dissatisfied.

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

19. Are you satisfied with the dealers? (a) Highly Satisfied (b) Satisfied (c) Neither satisfied nor dissatisfied (d) Dissatisfied (e) Highly dissatisfied

20. Would you recommend kansai nerolac paint to any of your friends or relatives who plan to buy paints? (a) Yes (b) No

21. Give your overall rank for the Kansai Nerolac paints (1-5 highest)? (a) 5. Highly Satisfied (b) 4. Satisfied (c) 3. Neither satisfied nor dissatisfied (d) 2. Dissatisfied (e) 1. Highly dissatisfied

Any further suggestions

Thank you for your co-operation

BIBLIOGRAPHY

Books referred

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

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

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

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

Websites Visited www.Knasai Nerolac Paint India.com www.Paint.com www.google .co.in www.wikipedia.com

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