NAME OF THE STUDENT: Bhushan Sharma

ROLL NO. : 10

SEMESTER :6

COURSE : Bachelor of Business Administration (Honours)

SPECIALISATION : Marketing

TITLE : Consumer Behavior in Painting Services

MENTOR : Dr. Oindrila Chakraborty

DATE : 16/05/2019

Dissertation Submitted In Partial Fulfillment of the Requirements of the

Graduate Degree In

Bachelor of Business Administration (Honours) From

J.D. Birla Institute Affiliated To Jadavpur University, Kolkata

Signature of Student Signature of Mentor

1
Date: 16/05/2019

To,

The Controller of Examinations,

Jadavpur University,

Kolkata

Respected Sir,

I, Bhushan Sharma, take full ownership of this work, titled: “CONSUMER BEHAVIOR

IN PAINTING SERVICES”. All the references used are well acknowledged in the

bibliography.

This Project Report is in partial fulfillment of the requirements of Graduation Degree in

Bachelors of Business Administration (Honours) from Jadavpur University.

Yours sincerely,

Signature:

Name: Bhushan Sharma

Registration No.: 137984 (of 2016-17)

Roll No.: 10
2
 DECLARATION

I hereby declare that:

The word count of the dissertation is 4950 words approximately.

“The material contained in this dissertation is the end result of my own work. Due
acknowledgement has been given in the bibliography and references to all sources used.
I am aware that my dissertation may be submitted to a plagiarism detection service
where it will be stored in a database and compared against work submitted from this
institute or from any other institute.

In the event that there is a high degree of similarity in content detected, further
investigations may lead to disciplinary actions including the cancellation of my degree
according to Jadavpur University rules and regulations.
I declare that the ethical issues have been considered, evaluated and appropriately
addressed in this research.
I agree to maintain an electronic copy or section of the dissertation to be placed on the
e-learning portal, if deemed appropriate, to allow future students the opportunity to see
examples of the past dissertations and to print and download copies if they so desire.”

Signature:

Date: 16/05/19

Name: Bhushan Sharma

Roll No.: 10

Batch: 2016-19

Mentor: Oindrila Chakraborty

3
 ACKNOWLEDGEMENT

Any accomplishment requires effort of many people. I am very grateful to all the people
who have helped and guided me throughout the project, as without their contribution and
immense support, it would not have been possible for me to complete this project.

I am thankful to our Director Sir Dr. J. N Mukhopadhyaya for giving me the opportunity
to work on the project.

I would like to extend my utmost regard to Mr. Sanjay Choudhary, Business Head-
Protection, Berger Paints for providing me an opportunity to work in such a world class
organization. I am highly indebted to my project guide Mr. Vinod Das and Mr.
S.Ravichandran without whose guidance I would not have been able to complete this
project successfully.

I would like to thank my college, “J.D Birla Institute (Department of Management)” for
giving us the opportunity to undergo this research project at the very under graduate
level.

I would also like to acknowledge the constant help and encouragement of my faculty
mentor Dr. Oindrila Chakraborty, JD Birla Institute, for her valuable suggestions,
guidance and support. I would like to thank all those who have directly or indirectly
helped me in preparing t this project.

4
 ABSTRACT

Painting enhances the aesthetic beauty, ambience and provides protection to the interior
and exterior wall of a house. Over the last 10 years, painting was never a priority during
house construction but due to urbanization, industrialization and consumer behavior
people became aware about the importance of selecting right quality paints.

In the paint industry, there are four key players- Asian Paints, Berger Paints, Dulux and
Nerolac.

Product differentiation is quite important to sustain in the market. The firms have
employed many innovative techniques like color mixing equipments at the dealer shops,
consultancy service on colors, free information through brochures on mobile
applications, websites etc. They came up with new color combinations, new products like
easy clean, eco-friendly and lead free green paints etc.

The study looks forward to understanding the parameters considered by customers in

selecting a painting service and to identity the influence of various factors in buying
decisions. The study also covers the consumer awareness of advertising messages of
paint services.

5
 INTRODUCTION

Paint is a colored substance which is spread over a surface and dries to leave a thin
decorative or protective coating. It is a general term used for liquid that is used to add
color, protect, preserve, decor and add functionality to an object by covering it with a
pigmented coating.

The Indian Paint Industry is one of the oldest and the well developed sector of India. It is
estimated around Rs 50,000-53,000 crore approximately, out of which the organized paint
sector accounts for close of 65% of the total market share.
India is booming in field of infrastructure and industrial development. Rapid
Industrialization and urbanization increased the demand of paints which catapulted the
industry to growth trajectory. The government also provided liberal policies and other
foreign collaborations to relatively grow the demand of the paints. The development of
new technologies increased the durability of the decorative, protective and functionality of
paints. Paint Industry is really playing a crucial role in the country’s development.

The GST rates have been reduced to 18% from 28% which is a straight cut of 10% as
reported in the 28th GST council meeting. The rate reduction has led to a higher projection
in sales. The growth is about 10 to 15 percent in the fiscal year of 2018-19. Clearly, a 10%
reduction in tax rate comes as a major relief for paint manufacturers.

Paint used to appear as a luxury product, but now it is considered as one of the essential
one. Every human being loves to build his or her own house whether small or big and
requires paint it to increase its beauty. They paint their houses for enhancement of beauty
and ambience.
Depending on the type and properties paint performs these two main functions:-

1) Protection against oxidation, corrosion and degradation of material.

2) Decoration and embellishment of material and surface.

6
Protection is one of the major functions of the paint. Once applied and dried, the paint
forms a insulating layer between the external environment and the material is protected
and prevented from external agents such as humidity, air, UV rays, chemical pollutants
(vehicle/factory emissions) etc.
Decoration is another major function of paint- to decorate and beautify. The pigment and
additives helps to get a wide range of colours and decorative effects like chameleon effect,
mercury effect etc.
The paint can be designed to have a specific function such as anti-dust paints and clean
room coating to facilitate cleaning of the surface, antibacterial paints to prevent the growth
of bacteria, acoustic insulation paint to absorb noise etc.

In short, the main functions of paint are:

 To protect the surface from weathering effects of the atmosphere (moisture,

chemicals, temperature etc.)

 To provide pleasing colorful and aesthetic appearance.

 To enhance safety, identification in infrastructure (fire and water pipes).

 Provide protection to infrastructure- increasing durability of structures.

7
 CONSUMER BEHAVIOUR
Consumer behavior is the study of how people make decisions about what they buy,
want, need, or act in regards to a product, service or organisation. It is critical to
understand consumer behavior to know how potential customers will respond to a new
product or service. It supports product positioning, development of effective marketing
strategy and enhancement of long-term customer relationship.

The study of consumer behavior is concerned with all aspects of purchasing behavior from
pre-purchase activities to post-purchase consumption, evaluation and disposal activities. It
is also concerned with all purchasing decisions and consumption activities including
brand-influencers and opinion leaders. Research has shown that consumer behavior is
difficult to predict, even for experts in the field.

KEY PLAYERS IN PAINT INDUSTRY

The paint industry has four major players:

A. ASIAN PAINTS:
The Indian multinational paint company headquartered in Mumbai, Maharashtra. The
company is engaged in the business of manufacturing, selling and distribution of paint,
coating, products related to home décor, bath fittings and providing of related services.
Asian Paints is India’s largest and Asia’s third largest paint corporation.
Found: 1942
Founder: Champaklal & Chimanlal Choksi
CEO: Mr. K.B.S Anand
Panting Service Name: Home Painting Solution

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 B. BERGER PAINTS:
It is a multinational company based in India. Berger Paints is 6th largest company in Asia
and ranks 14th in the world. The company headquartered at Kolkata and has 13
manufacturing units in India - Goa, Jammu, Pondicherry, Secunderabad etc. Howrah is
their main manufacturing units. They have an employee strength of over 4500+ and
countrywide distribution network of 25000+ dealers
Founded: 1923
CEO: Mr. Abhijit Roy
Painting Service: Home Décor -Berger Express Painting
\

C. AzkoNobel (DULUX):
Dulux is an internationally available brand of architectural paint. The brand name has
been used by both Imperial Chemical Industries (ICI) and DuPoint since 1931 and was
one of the first alkyed based paints. It is produced by AkzoNobel- a Dutch multinational
company which crates paints and performance coating for both industry and consumer
worldwide. Headquartered in Amsterdam, the company has activities in more than 80
countries and employs approximately 46,000 people.
Founded: 1994
CEO: Mr. Patrick Haulihan & Mr. Rajiv Rajgopal (India)
Painting Service: Bring your Dream Colour to life

D. NEORLAC
Kansai Nerolac Paint Limited (formerly known as Goodlas Nerolac Paint Ltd.) is a
subsidiary of Kansai Paints of Japan. It is engaged in the industrial automotive and
powder coating business. It develops and supplies paint systems used on the finishing line
of electrical components cycle, material handling equipments, bus bodies etc.
Found: 1920
CEO: Mr. HM Bhoruka
Painting Service: Brighten Up your Home

9
 RESEARCH OBJECTIVES

Research is a detailed and careful study of something to find out more information about
it. It is a systematic investigation into and study of materials and sources in order to
establish facts and reach new conclusions.
The objectives of the study are:

1. To identify the primary parameters considered by customers in selecting a

painting service and to measure those parameters in satisfaction measurement.

2. To identify the influence of various people in buying decisions (Family,

contractor etc).

3. Customer Awareness of advertising messages of paint services.

 

RESEARCH QUESTIONS
The following questions were explored through this research project:

1. What responsible factors do you consider while buying paints?

2. Which participants/agents are helpful in offering suggestions in your paint

purchase decision?

3. Are you aware about the great celebrity endorsements in paint

advertisements?




10
 LITERATURE REVIEW
There are number of studies on customer satisfaction done by authors at different period
of time. According to Fornell (1992) reason for the growing emphasis on customer
satisfaction by the business organization is to attend strong competitive position in the
market which in turn promises higher market share and profit for it. Customer satisfaction
helps in repeated sales of product, positive word-of-mouth and customer loyalty,
important aspects for development of an organisation. As each and every organisation
targets to develop effective marketing strategies, they adopt the practices which lead to
maximum customer satisfaction.

Johnson and Fornell (1991) provided a framework that integrates an economic and
psychological perspective in measuring customer satisfaction. The framework offered
several propositions which help in cross-comparison of consumer, firm and industry and
was used in framing the national consumer satisfaction index in Sweden.

Homburga and Rudolph (2001) studied customer satisfaction in industrial market.

They developed a scale which contains seven different dimensions to measure customer
experience. The tool developed was named as “INDSAT” for measuring satisfaction of
industrial customer. A study was carried out in 12 European countries measuring the
response of 2500 industrial consumers. Importance to different dimensions of diverse
industries was discussed in the findings. It also emphasised on different attributes of
product and services to gain maximum customer satisfaction in the same industry.

Athanassopoulos, Gounaris, and Stathakopoulos (2001) investigated the behavioural

consequences of customer satisfaction. Their study examined the impact of customer
satisfaction on the decisions - to stay with the existing service provider, engagement in
word-of-mouth communications, and intentions to switch service providers. The study
concluded showing the positive impact of customer satisfaction on intention to stay with
service provider, engagement in positive word of mouth and the intention to stay with the
organization.
11
A case study of Sansuan Company was under taken by Sadeghi and Farokhian (2011) to
identify and understand the concept of customer satisfaction through inclusion of
customers' requirements and needs in the design of products manufactured. The study
investigated the relationship of product performance on customer satisfaction and
loyalty. Product performance is measured by satisfaction of basic needs, performance
needs and excitement needs of customer and the value provided whether expected or
unexpected. This paper concluded with the finding of significant and direct relationship
between the design of a product and the expected value, the unexpected value and
customer satisfaction and, the expected value and customer loyalty.

From the review of literature, it’s found that customer satisfaction forms an important
variable for the market development and growth in sales of companies. It directly affects
the loyalty, repeat purchase and positive word of mouth for the firms manufacturing or
supplying products and services. Firms formulate policies and strategies at different levels
to deliver maximum satisfaction to their customers as large numbers of satisfied
customers make the business successful.

12
 RESEARCH METHODOLOGY
The main portion of the study was survey based. A structured questionnaire survey was
developed and used for getting the responses of the survey. The survey spanned a tenure
of two weeks during May 2019 in the city of Kolkata. The respondents were random
people (consumers) in various settings. The detailed composition of the respondents is
given in the latter part of methodology.

RESEARCH DESIGN
According to Claire Selltiz and others, research design is the arrangement of conditions
for collection and analysis of data in a manner that aims to combine relevance to the
research purpose with economy in procedure”. In fact, it is the conceptual structure within
which research is conducted; it constitutes the blueprint for the collection, measurement
and analysis of data.
To get better and accurate results, a questionnaire consisting of 16 questions was
circulated to random people and their responses were noted down for future analysis.

RESEARCH FRAME
The Sample Frame used for the study was the people of Kolkata. Urban, educated,
conscious decision making people were selected for the research.

RESEARCH SIZE
The sample size for the study in total was 120 people.

13
 DATA ANALYSIS
Data Analysis is a process of inspecting, cleaning, transforming and modeling data with
the goal of discovering useful information, suggesting conclusions, and supporting
decision making. According to Shampoo and Resnik (2003) various analytic procedures
“provide” a way of drawing inductive inference from data and distinguishing the signal
(the phenomenon of interest) from the noise (statistical fluctuations) present in the data”.

Fig. 1: Age Distribution of the Sample

Age (Years) Responses Percentage

Less than 30 71 59.2

30- 50 32 26.7

51-70 16 13.3

71 and above 1 0.8

Total 120 100

Table 1

Figure 1 shows that 59.2% of the sample population was less than 30 years of age, 26.7%
respondents were between age 30-50 years, 13.3% having the age range as 51-70 years.
Only 0.8% of the sample size was 71 and above years old.

14
 Fig. 2: Annual Structure of the Respondents

Annual Income Responses Percentage

Upto 10 Lakhs 60 50

11 Lakhs- 30 Lakhs 40 33.3

31 Lakhs - 60 Lakhs 9 7.5

61 Lakha - 100 Lakhs 9 7.5

More than 100 Lakhs 2 1.7

Total 120 100

TABLE 2

The Figure 2 represents the annual income of the respondents. 50% of the sample has the
annual income upto 10 Lakhs and 33% of the people lie in the range of 11–30 Lakhs.
7.5 % the respondents have 31- 60 Lakhs and 61- 100 Lakhs. There are only 1.7%
respondents who have the annual income more than 100 Lakhs.

15
 Fig. 3: Paint Brand Last Used by the Sample

Paint Brand Responses Percentage

Asian Paint 52 43.3

Berger Paint 39 32.5

Dulux 12 10

Nerolac 17 14.2

Total 120 100

Table 3

The figure 3 represents paint brand which was last used by the consumers. The figure
clearly shows that majority of the respondents used Asian Paints when they last painted
their house followed by Berger Paints 32.5%, Nerolac 14.2% and Dulux 10%.

16
 Fig 4: Floor Area (sq. ft.) of Respondent

Floor Area Responses Percentage

Less than 700 sq. ft. 2 1.7
700 - 1000 sq. ft. 22 18.3
1001 - 1500 sq. ft. 40 33.3
1500- 3000 sq. ft. 38 31.7
More than 3000 sq. ft. 18 15
Total 120 100

TABLE 4

Figure 4 shows the floor area of the respondent’s house. 1.7% and 18.3% of the people
live in a house having floor area less than 700 square feet and 700-1000 sq.ft.
respectively. Majority of the respondents 33.3% live in the floor area of 1001-1500 sq.ft.
followed by the floor area1500-300 sq. ft. (31.7%.)

17
 Fig. 5: Awareness of the Paint Service

Paint Service Responses Percentage

Asian Paint Home Solutions 102 85
Berger Express Painting 75 62.5
Urban Clap 48 40
123 Home Paints Pvt. Ltd 8 6.7
TABLE 5

(*Respondents were allowed to choose more than one option)

Respondents are very well aware of the Asian Paint Home Solution (85%). Despite
Berger’s Paints second position in terms of market share, it is giving a tough competition
to other brands. The sample size lack awareness about 123 Home Paints Pvt. Ltd.(6.7%).

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 Fig. 6: Factors Considered while Buying Paints

Considered Factors for Buying Paints Responses Percentage

Brand Name 90 75
Durability 98 81.7

Color Combination offered by the paint 75 62.5

Price 73 60.8
Retailer 22 18.3
Table 6

(*Respondents were allowed to choose more than one option)

Durability of the paint is considered as the main factor while purchasing paints (81.7%),
followed by the brand name of the paint (75%). Respondents gave more or less same
weight age to color combination and price. 22% people think influence of a retailer to
pushing brand is not showing up from this consumer response survey.

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 Fig. 7: Preference of the Paint Brand

Preference of the Paint Brand Responses Percentage

Asian Paints 52 43.3

Berger Paints 38 31.7

Dulux 13 10.8

Nerolac 17 14.2
Table 7

I analyse that majority of the sample size prefer Asian Paints (43.3%) over Berger Paints.
A small size of the respondents prefers Dulux and Nerolac.

Consumers prefer Asian paints because of their service quality, brand image, color
combination, shine, customer service, trust, market presence etc.

20
 Fig. 8: Paint Purchase Influencers

Paint Purchase Influncer Responses Percentage

Painter 71 59.2
Construction Contractor 40 33.3
Paint Hardware Contractor 31 25.8
Family/ Relative 71 59.2
Architect 37 30.8
Advertisement 32 26.7
TABLE 8

(*Respondents were allowed to choose more than one option)

Painter and Family/Relatives (59.2%) play the most important role in suggesting and
influencing people during the buying of paint. Word of mouth really plays a crucial role in
influencing people for the paint purchase. To some extent, even Architects and
Construction Contractors also influence people to buy paint. Minimal importance is
given to the Paint Shop and Advertisement.

21
 Fig. 9: The companies which offer Painting Services

Offer Painting Servces Responses Percentage

Asian Paints 92 76.7
Berger Paints 77 64.2
Dulux 25 20.8
Nerolac 34 28.3

Table 9

(*Respondents were allowed to choose more than one option)

Respondents are highly aware of Asian Paints’ painting services (76.7%). Only 64.2% of
the people know about Berger Paints’ painting services. People do not have much idea
about Dulux and Nerolac painting services.

22
 Fig. 10: Use of Mechanized tools and Trained Painters in the Painting Service

Use Mechanised tools and Responses Percenatage

trained Painters
Asian Paints 82 68.3
Nerolac 39 32.5
Berger Paints 65 54.2
Dulux 20 16.7
Table 10

(*Respondents were allowed to choose more than one option)

68.3% of the sample size say that Asian paints use mechanized tools and trained painters
in their services followed by Berger Paints which is 54.2%, Nerolac (32.5%) and Dulux
(16.7%).

Use of mechanized tools and trained painters is a reason for preferring a particular
painting service.

23
 Fig. 11: Imporatance of Facilities while selecting Paint

Quite Quite
Important Important Neutral Unimportant unimportant
Use of Mechanised tools 52 51 15 1 1
Trained Painters 77 35 5 1 2
Color Schemes 51 48 16 2 3
Furniture Moving &
Covering 49 51 15 3 2
Post Painting Clean up 57 44 14 0 5
Low Rates 20 47 41 7 5
Customer Service 57 47 13 0 3
Table 11

(*Respondents were allowed to choose more than one option)

Customer would prefer to select a product of a brand which uses a mechanized tools,
have trained professionals, provide a variety of variation in color, and provide post paint
clean up service.

24
 Fig. 12: Celebrity Endorsement Advertisement

Celebrity Endorsement Advertisement Responses Percentage

Nerolac - Ranveer Kapoor 59 49.2

Berger - Katrina Kaif 61 50.8

Asian Paints- Ranbir Kapoor and Deepika

94 78.3
Padukone

Dulux Farhaan- Akhtar 34 28.3

Table 12

(*Respondents were allowed to choose more than one option)

78.3% of the respondents are aware of the Asian Paints Celebrity Endorsement
advertisement followed by Berger Paints which is 50.8%, Nerolac 49.2% and Dulux
having 28.3%.
Celebrities play an important role in advertisements. They help the company in building
brand image. Brand recalling and brand recognition play their role in this field.
25
 Fig. 13: Awareness of Painting Services Advertisement

Awareness of Painting Services Advertisements Responses Percentage

Aa Gaya Painting ka T20 - Berger Paints 60 50

Tick Tock! On the Clock- Asian Paints 47 39.2

Bring your Dream Colour to life- Dulux 45 37.5

Brighten Up your Home- Nerolac 70 58.3

Table 13

(*Respondents were allowed to choose more than one option)

58.3% of the sample size is aware of the Nerolac’s paint service advertisement and 50%
of Berger Paints’. Respondents do not know much about Asian Paints and Dulux painting
services.

26
 Asian Paints Berger Paints Nerolac Dulux
91

75 76 78
72 69
67 65 65
61 63
57 59
49 46 44
41 39
34
29 29 29
18 20 19
14 14 12

Brand Name Durability Color Range Better Price Technical Ease of Eco
Support Cleaning Friendliness

Fig. 14: Qualities Fulfilled by Painting Services

Berger
Qualities Asian Paints Paints Nerolac Dulux
Brand Name 91 67 49 29
Durability 75 65 29 18
Color Range 76 72 41 14
Better Price 61 57 39 20
Technical Support 78 65 29 14
Ease of Cleaning 69 59 34 19
Eco Friendliness 63 46 44 12
Table 14

(*Respondents were allowed to choose more than one option)

According to the survey, Asian Paints were preferred by the customer due to the qualities
they proposed like brand name, durability, color range and technical support but all these
qualities are provided with a high price

27
 RECOMMENDATIONS

The paint in the market are used in the house to give the imagination, beauty and
creativity to design the life for living with peace and progress.

 QUALITY: is the key ingredient to success and to gain competitiveness. Asian

Paints as perceived by the respondents stands first among all the paint companies
with respect to the quality. Offering quality products means value creation. The
other companies have also been recognized by the consumers but they take the
second position. The other companies should express their product quality with
help of communication and increase consumer awareness.

 BRAND IMAGE: Asian Paints enjoys the brand image compared to the other
paint companies. This is because it has the highest brand recall. The other
companies have done remarkable work and have also gained the brand image and
are therefore competitive.

 ADVERTISEMENT: Asian Paints and Berger Paints product/services

advertisement are very much effective and are have good recall by the consumers.
It’s evident that catchy scenes, slogans, taglines have attracted customers attention.

 OTHERS:

i. Asian Paints might be successful because it uses proper efficient

mechanized tools and trained painters.

ii. The painting service advertisement of Berger Paints is famous among the
sample size. This indicates that it helps the company in increase its brand
awareness and recall.

iii. Respondents are not much aware of Asian Paints painting service
advertisements, but still they have confidence on Asian Paints. This might
be due to its quality and brand positioning.

28
 LIMITATIONS

 The study consists of people who have recently painted their house (say1-2 years
ago). This study may not have covered the entire cross section of different
customers.
 The study was done using digital media for paucity of time and the respondents age
group was highest within “Less than 30 years”. This is a limiting factor since 50-70
years were less who could have given expert and valuable review on the paints
brands
 This project also includes some secondary data and sources of information which
have certain limitations as it does not study the consumer behaviour that represents
Indian consumers.

29
 CONCLUSION

Paints have always attracted human life and from time immemorial it has always found a
place- be it the cave painting to the latest wall arts or murals for decorations.

Paints, colour and gloss have a serious impact in every household as it has called for
attention from child to adults when decision is taken to choose the colour or the shade to
suit one’s ambience and comfort of their living space.

From this research I conclude that

 Asian Paints and Bergers Paints are preferred over other brands. This is mainly due
to quality, use of mechanized tool and professional painters.

 The respondents are not much aware of the Dulux and Nerolac painting services.

 Brand Name, durability and quality of the product and service are considered as the
main factors while buying paints.

 Painters and Family members are most helpful in giving suggestions for the paint
purchase. In the other way we can say that they have good command in
influencing people.

 Consumers consider trained professional painters and post painting clean-up as the
most important quality fulfilled by the painting services. They also feel that the use
of mechanized tools is also crucial for of quality of service.

 Consumers are more aware of Berger’s and Asian Paints’ advertisements due to
famous celebrities like Ranbir Kapoor and Deepika Padukone in Asian Paints and
Katrina Kaif in Berger Paints. Dulux’s advertisements are not well known to them.

 Asian Paints and Berger Paints are superior in delivering quality painting services.
They mainly fulfill all the major criteria of the painting services like brand name,
durability, technical support, ease of cleaning etc. Dulux and Nerolac do not have a
proper command in painting ser

30
 WEB REFERENCES

 https://www.bergerpaints.com/

 https://www.asianpaints.com/

 https://www.dulux.in/

 https://www.nerolac.com/

 https://www.bergerpaints.com/express-painting/

 https://www.asianpaints.com/services/home-painting-services.html#

 https://ori.hhs.gov/education/products/n_illinois_u/datamanagement/datopic.html

 https://study.com/academy/lesson/what-is-consumer-behavior-in-marketing-factors-
model-definition.html

 https://www.tutorialspoint.com/marketing_management/marketing_management_c
onsumer_behavior.htm

 https://ori.hhs.gov/education/products/n_illinois_u/datamanagement/datopic.html

 https://www.gsthelplineindia.com/blog/2019/01/07/gst-impact-on-paint-industry/

 Yogendra Singh, (2018). Paint India 2018- Show Report, India/Asia Pacific
Reports. Retrieved May 5,2019 from

https://www.coatingsworld.com/issues/2018-06-01/view_features/paint-india-2018-
--show-report

31
 RESEARCH PAPERS

 Athanassopoulos, A., Gounaris, S. and Stathakopoulos, V. 2001. Behavioural

Responses to Customer Satisfaction: An Empirical Study. European Journal of
Marketing, 35(5/6): 687-707.

 Claire Selltiz and others, Research Methods in Social Sciences, 1962, p. 50.
 Fornell, C. 1992. A National Customer Satisfaction Barometer: The Swedish
Experience. The Journal of Marketing,
 Homburga, C. and Rudolph, B. 2001.Customer Satisfaction in Industrial Markets:
Dimensional and Multiple Role Issues. Journal of Business Research, 52: 15- 33.
 Johnson, M. D. and Fornell, C. 1991. A Framework for Comparing Customer
Satisfaction across Individuals and Product Categories. Journal of economic
psychology, 12(2): 267-286.
 Sadeghi, T. and Farokhian, S. 2011. The Role of Customer Satisfaction in Product
Planning. Middle-East Journal of Scientific Research, 7(1): 39-45.

 Shamoo, A.E., Resnik, B.R. (2003). Responsible Conduct of Research. Oxford

University Press.

32
 ANNEXURE

33
 QUESTIONNAIRE

1. Name of the consumer?

2. Age of the consumer?

 Less than 30 years
 30- 50 years
 50-70 years
 70 and above

3. Annual Income?
 Upto 10 Lakhs
 11 Lakhs – 30 Lakhs
 31 Lakhs- 60 Lakhs
 61Lakhs – 100 Lakhs
 More than 100 Lakhs

4. Name the Paint Brand that was last used for your house?
 Asian Paints
 Berger Paints
 Dulux
 Nerolac

5. Reason for choosing the above brand? _____________________

6. Floor area in Square Feet your house?

 Upto 700 sq. ft.
 700 – 1000 sq. ft.
 1001- 1500 sq. ft.
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  1500 – 3000 sq. ft.
 More than 3000 sq. ft.

7. Tick the paint service you are most aware about?

 Asian Paints Home Solution
 Berger Express Painting
 Urban Clap
 123 Home paints Pvt. Ltd.

8. Do you consider the following factors while buying paint?

 Brand Name
 Durability of Paint
 Colour Combinations offered by the brand
 Price
 Retailer

9. Which paint brand do you prefer?

 Berger Paints
 Asian Paints
 Dulux
 Nerolac

10. Who among the following are helpful in giving suggestions for your paint purchase
decisions?
 Painter
 Construction Contractor
 Paint Hardware Shop
 Family/ Friends

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  Architect
 Advertisemen

11. Which of these companies offer a painting service?

 Asian Paints
 Berger Paints
 Dulux
 Nerolac

12. Which company’s painting service uses mechanized tools and trained painters?
 Asian Paints
 Nerolac
 Berger Paints
 Dulux

13. Indicate the importance of the following facilities to you while selecting a painting
service.

Quite Quite
Important Important Neutral Unimportant unimportant
Use of Mechanised
tools
Trained Painters
Color Schemes
Furniture Moving
& Covering
Post Painting Clean
up
Low Rates
Customer Service

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14. Tick the celebrity endorsement that you are aware of?
 Nerolac- Ranveer Kapoor
 Berger – Katrina Kaif
 Asian Panits- Ranbir Kapoor and Deepika Padukone
 Dulux- Farhaan Akhtar

15. Are you aware of following Advertisements of painting services?

 Aa Gaya Painting Ka T20-
 Tick Tock! On the Clock- Asian Paints
 Bring your Dream Colour to life- Dulux
 Brighten Up your Home- Nerolac

16. Select the qualities fullied by the followong ?

Qualities Asian Paints Berger Nerolac Dulux

Paints
Brand Name
Durability
Color Range
Better Price
Technical Support
Ease of Cleaning
Eco Friendliness

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