Executive summary

Background:
India is second largest consumer of paints in Asia. Today India has more than 20,000 outlets in
operation probably the highest for any country. Most of the revenue is from manufacturing is
from premium category. As there is huge income from the industry so there is heavy
competition. Size of the paint industry is around 2 billion. Indian paint industry is broadly
classified into two segments those are Decorative and Industrial Paints.

Project Title:-
“A STUDY ON CONSUMER BRAND PREFERENCE WITH RESPECT TO DIFFERENT
PAINTS IN HUBLI- DHARWARD”

Statement of the problem

This Research is focus on changing preference of consumers because in today’s time there are
so many best option for consumer for every paint product. This Research also studies that which
is the main factors which influence the consumer to prefer a particular brand.

Scope of the study

Scope of the study is restricted to the buyer’s opinion regarding different Paint products in
Hubli- Dharward only. Their opinion is collected according to their willingness education and
financial position in Hubli- Dharward.

Research methodology:

A sample size of one hundred customers was selected for the study. The research design used in
this study was descriptive research design. It involved designing a questionnaire to capture data
from the customers. Data was analyzed through the SPSS.

In the survey majority of the samples belongs to the group age of 18-25 years. Many of the
respondents were young age. Majority of the respondents were Male i.e. 73% and Female 37%.
Major Findings

 35% of the respondents get attract to specific brand through the company
advertisement, 26% of them get attract from the suggestion of painters and
23% of them make decision by their personal knowledge.
 If price of the brand is increased than the action taken by the responders are
53% say if they are satisfied then they don’t change the brand, 28% of them
say they will search for other brand and 19% of them say no option of other
brand because there is no existence of other brand.
 After doing factor analysis we got three components those are lower
price, good promotion and better brand are three major components.

Major suggestions
 Painters and contractors play a vital role in selecting a brand for consumers, so
company should be in touch with them.
 The promotion should be done by building the awareness in the minds of the
customers as good promotion is one of the factors was customers look after it.
This could include:
Providing incentive and discounts to customers and dealers.
To foster good advertisement so that brand name is remembered by customers.
 Company must keep on innovating new products because now customers are
willing to try new things.