A PROJECT SYNOPSIS

ON

“A STUDY ON ELEMENTS OF MARKETING MIX AND ITS

IMPACT ON CONSUMER PREFERENCE TOWARDS ASIAN
PAINTS”

AT

ASIAN PAINTS

SUBMITTED IN PARTIAL FULFILLMENT FOR THE AWARD OF

MASTER OF BUSINESS ADMINISTRATION

SUBMITTED BY:
KATTEKOLA INDIAN
HALL TICKET NO: 1053 – 20 – 672 - 016

UNDER THE GUIDANCE OF

MRS. ARCHANA BHAGANAGRE

(ASSISTANT PROFESSOR)

AV COLLEGE OF ARTS SCIENCE AND COMMERCE

(AFFILIATED TO OSMANIA UNIVERSITY) HYDERABAD
(2020 - 2022)
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 INTRODUCTION:

The Indian economy is undergoing significant transformation. The enormous

changes are the outcome of harsh reality. For far too long, excessive protection has hampered

rather than aided economic progress. The immediate ramifications may be observed

throughout the country's public sector entities. Their losses mounted and were a burden on

the National Exchequer. Too much regulation on the private sector for too long has also

shown to be catastrophic. All of these laws, bans, and limitations have suffocated the

entrepreneurial spirit and prevented healthy competition among manufacturers. The balance

of payments situation has deteriorated to the point that foreign lending institutions such as the

International Monetary Fund and the World Bank have refused to lend to India until the

Indian economy is restructured. Since then, a number of economic policies have been

revised. There was a stronger focus on marketing. Following the changes in the economic

landscape brought about by liberalization, India now provides fantastic marketing chances to

budding entrepreneurs. Indian marketplaces are now referred to as "Buyers Markets." As a

result, marketers must resign appropriately. Strategies for remaining successful in the market.

Their success is dependent on their ability to cater. Consumer preference is the study of a

buyer's attitude toward purchasing that incorporates components from psychology, sociology,

socio-psychology, anthropology, and economics. It investigates individual customer variables

like as demographics, psychographics, and behavioral in order to comprehend people's

desires. It also attempts to measure group influences on customers. The study and

understanding of consumer behavior on enterprises and organizations in order to better their

marketing tactics and product offers.

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 NEED OF THE STUDY

Helps understand what your product or service can offer to your customers. Helps plan a
successful product offering. Helps with planning, developing and executing effective marketing
strategies. Helps businesses make use of their strengths and avoid unnecessary costs. Under this
model, a business should be focused on solving problems for consumers rather than creating
products. This requires studying consumer behavior and needs, along with interacting with
potential customers to find out what they want. Cost.

OBJECTIVES OF THE STUDY

1. To analyze democratic factors or resonance.

2. To study customer opinions towards marketing mix elements.
3. To study the most interesting element of marketing mix on brand preference.

SCOPE OF THE STUDY

To determine which variables have an impact on consumer awareness in the paints industry.
To learn about the degree of awareness of “Asian Paints” consumers as well as other consumers.
Identifying the needs of the consumer. To investigate consumers' perceptions of Asian Paint
Products.

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 RESEARCH METHODOLOGY

Case study method has been adopted to carry out the study. Both primary and
secondary data have been used to complete the study.

A substantial amount of both primary and secondary data is required to achieve the study's aims.

As a result, it was determined that an interview schedule was required in order to collect

meaningful data from the consumers.

Primary data The primary data in the proposed study will be collected directly from the

respondents in the geographical limits of Hyderabad.

Secondary Information The information about the Indian paint business has been compiled

from a variety of public sources. Aside from newspapers, they also include professional business

journals and magazines. The information about Asian Paints was gathered from business

documents.

This research is inevitably based on limited information and little practical experience, and the

restrictions of money and time have put further restrictions on the research boundaries.

The data for the survey is gathered from customers, dealers, and firm workers utilizing

descriptive methods (i.e., questionnaire). Hypothetical factors were used in the analysis.

Research Tool:

The Research tool in the proposed study will be a ‘Structured Questionnaire’ which

consists of both open and close ended questions.

Sampling Technique:

The method of ‘Stratified Random Sampling Technique’ will be adopted in the proposed

study to extract the required information directly from selected respondents for the study.

Sample Size:

The sample size in the proposed study will be approximately 50 respondents. However,

depending upon the cooperation of the respondents this may further be increased.

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1) PERIOD OF THE STUDY:

The study will be carried for a period of approximately 1 ½ months i.e. 45 days. This is

only a tentative schedule, however the final report may further increased or curtailed depending

upon the need and necessity to do so with the consultation with my project supervisor.

LIMITATIONS OF THE STUDY:

The following are the limitations of the study

• This study is limited to Asian Paints.

• The information provided by consumers and dealers cannot be assumed to be completely

accurate

• Study includes both collections of data from primary as well as secondary sources.

• The study is limited to the geographical boundary of Hyderabad

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 CHAPTERIZATION

CHAPTER 1:
INTRODUCTION
 NEED OF THE STUDY
 OBJECTIVES OF THE STUDY
 SCOPE OF THE STUDY
 RESEARCH METHODOLOGY
 LIMITATIONS OF THE STUDY

CHAPTER 2:
LITERATURE REVIEW

CHAPTER 3:
COMPANY PROFILE

CHAPTER 4
DATA ANALYSIS AND INTERPRETATION

CHAPTER 5:
FINDINGS, SUGGESTIONS AND CONCLUSIONS

BIBLIOGRAPHY

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 BIBLIOGRAPHY

Principles of Management Philip Kilter

Marketing Management Rama Swami

The Hindu Guide Magazines Business India

C.R. Kothari “Research methodology” Second edition.

Business today “Paint industries” page 25, March 2005.

Business world “Growth of paint” page 35, Feb 2005.

Priya Soni (2010), Customer perception and preferences towards branded products, Indian

Journal of Marketing Volume: 40 Number 2 February 2.

WEBSITES
 https://www.asianpaints.com
 https://www.nationaltradersco.in/
 https://articles.economictimes.indiatimes.com/keyword/asian-paints
 https://www.business-standard.com/article/management/asian-paints-reaps-its-headstart-
113082101170_1.html