International Journal of Scientific Research and Review ISSN NO: 2279-543X

A STUDY ON CONSUMER PREFERENCE AND SATISFACTION ON

BRANDED PAINTS (WITH SPECIAL REFERENCE TO
COIMBATORE DISTRICT)

Dr.S.Shanmugapriya
Assistant Professor
PG & Research Department of Commerce
Nallamuthu Gounder Mahalingam College
Pollachi – 642 001

S.Pratheepa
Full Time Research Scholar
PG & Research Department of Commerce
Nallamuthu Gounder Mahalingam College
Pollachi – 642 001

ABSTRACT
The a study on consumer preference and satisfaction on branded paints with special reference
to Coimbatore district. The main aim of the study to analyze the branded paints customers
satisfaction level in branded paints. The research study consists of both primary and
secondary data. The primary data have been collected with the help of structured
questionnaire. Secondary data for the study were collected from the books, journals, research,
articles, magazines, report newspaper and websites. The total sample size 240 respondents
were selected for the study using. The outcome of the study This study focus to attempt
significance on various personal details like age, gender, marital status, educational
qualification, area of residence, occupation, type of family, number of members in family,
monthly income and annual income customer satisfaction changes according to the advanced
technology, creativeness and fashion and price of the product.

Key Words: branded paint & Consumer Satisfaction

INTRODUCTION
The Indian Paints Industry is one of the histories of the Indian people. The earliest example
of the Indian paints going back to 10,000 British Columbia. The traditional paints in the
Indian subcontinent shows growth and development all over the time, the result of the paints

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fully developed, finest style and qualities, incorporating the culture and faith of the Indian
people. The paints are the most commonly used colour protection of the house. Paints are of
many colours and the types are watercolour, synthetic, etc, and most paints are dry and solid.
The paint is 100 year old in India and the paints were started first in the Kolkata in Shalimar
in the year 1902.
The paints and colours have remained a whole part throughout the human existence
and the domain has evolved instantly over periods. The Indian paint industry has come a long
way from the days when paints were considered a grandeur items. Today the awareness level
on hamper attrition through paints is relatively high, and the development that should be a big
boost to the paint industry. The domestic paint industry is contemplate to loch 50000 core
mark in the next three years on the back of rising urbanisation and economic renascence,
according to the Indian Paint Association (IPA). Through the paint industry observing some
slowdown in a couple of years due to global economic unreliability and growing
urbanisation, industrial experts. It feels that a good growth is expected in over the next three
years.
This industry has observing tendency in procedure and also in marketing. These are
some of the attempt to take by the major players in the industry to increase their market share.
Moreover, the growth in the construction and habitation sectors along with a substantiate
increase in the usable income of the people and the increasing size of the middle class are all
reasons for an increase in the demand in the attractive section. To sum it all, the Indian
market is very profitable but aggressive with the retail marketing technique and the markets
have succeeded to win the motto on a year- on year basis. It is safe to prophet a 9-10 percent
growth rate as per research in the paint industry.

REVIEW OF LITERATURE
Dr. G. Thangapandi, S.Subashini, S. Mythili (2011)1 in their article “A study on
customer satisfaction towards Asian paints in mettur town”. The findings of study is that
maximum percentage of the respondents are said they are highly satisfied of in Asian paints.
Mohammed Ali (2011)2 the content of the study “A study o organisational structure
of KADISCO chemical paints industry”. In this research it concludes, the based on majority
of employees response, there are highly diversified products in the company and the
customers obtain service / products from the company with in short period of time.
Dr. Ashish Mathur (2011)3 in their article “An empirical study of quality of paints:
case study of impact of Asian paints on customer satisfaction in the city of Jodhpur”. The

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study concluded that the paints quality is essential for the better management of the customer
satisfaction in the society.
Ms. Syeda Sharbanu Shahbazi And Imam Shakeer (2011)4 in their article “A study
on market share analysis of Berger paints Bangladesh at Mirpurdohs”. The solution of this
study Berger paints is more tinnier than two or three years back specially acrylic plastic
emulsion.
Sally Auma Ochola (2013)5 in their article “Foreign market entry strategies adopted
by paints manufactures in Kenya”. The study concludes that foreign direct investment is the
most common foreign market entry strategy adopted by paints manufactures.
Soumik Gangapadhay, et. Al,.(2013)6 in their thesis “Choice of decorative paints:
recommendation of interior designer and dealers, an opinion survey of Berger paints ltd
Kolkata”. The study concluded that the interior designer and dealers are to be incorporated in
marketing policy decision of promotion Berger paints brand.
Muogobo U.S (2013)7 in their article “ The impact of strategic human resources
management on small and medium sized enterprises (A study of some selected paints
manufacturing firms in Anambra State Nigeria” The finding of study revels that a genuine
application of strategies HRM by SMEs will enhance staff and organizational performances.
Teg Alam And Mohammad Rishad Faridi (2014)8 in their theses “A study on
satisfaction, perception and expectation level of institutional consumers towards paints
brands in Al-Khars region, kingdom of Saudi Arabia”. The study concluded that the
customers while choosing a particular brand give highest priority to easy and quick
processing of their orders and friendliness of employees.
Tag Alam & Mohamad Rished Faridi (2014)9 the article of the study “The empirical
study of perception, expectation and satisfaction level of consumer regarding paints industry
in Al.Khaj Region, Kingdom of Saudi Arabia”. The study concluded that a collaborative
approach between paints industry, paints suppliers, dealers and consumes focused
environment by reducing cost and improving will create a customer focused services through
aligning companies vision goals and objectives.

STATEMENT OF THE PROBLEM

Dr. Thangapandi, S. Subashini and S. Mythili has identified that maximum customers are
highly satisfied with Asian paints. Hence these arise a question what will be the customer’s
level of satisfaction and level of awareness towards branded paints?

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Karthika and Rengarajan has identified that factors such as age, gender, occupation,
marital status and income level has a significant impact on customers level of awareness and
satisfaction towards usage of nerolac paints. Hence these arise a question what are factors
influencing the level of satisfaction and awareness towards branded paints?

OBJECTIVES OF STUDY
The following objective has been framed to find out questions to the above assed questions:
 To study the socio economic profile of the customer of branded paints.
 To analyse the level of satisfaction and factors influencing level of satisfaction
of customers towards branded paints.
 To analyse the level of awareness and factors influencing level of awareness
of customers towards branded paints.
 To suggest suitable measures for the growth of paints industry.

RESEARCH METHODOLOGY
i) SAMPLING
The present study is based on both primary. The primary data is collected with the
help of questionnaire.
The study is concerned with customer satisfaction and awareness towards branded
paints. The total 240 customers were selected as the sample unit for the study from
Coimbatore district through convenient sampling technique.

ii) FRAMEWORK OF ANALYSIS

The present study aims to know about the level of customer satisfaction and
awareness towards branded paints. The data collected from the customers have been analyzed
using simple percentage, chi square value with the respected table values. the results have
been tested at five percentage level.

ANALYSIS AND INTERPRETATION

An attempt has been to identify the work of the socio-economic profile of the
respondents has been evaluated by using simple percentage analysis and the results are
summarized in the following table shown bellow.

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Table 1: Socio - Economic Profile

Particular No. Of Respondents Per cent

Urban 62 25.83
Area Semi-urban 87 36.25
Rural 91 37.92
Up to 30 years 119 49.58
31 to 40 years 71 29.58
Age
41 to 50 years 30 12.5
Above 51 years 20 8.33
Male 136 56.66
Gender
Female 104 43.33
Married 145 60.41
Marital
Unmarried 95 39.58
Up To SSLC 62 25.83
HSC 37 15.41
Qualification Under Graduate 41 17.08
Post Graduate 77 32.08
Professional 23 9.58
Agriculturist 94 39.16
Business Man 65 27.08
Occupation
Private Employee 61 25.41
Public Employee 20 8.33
Join 72 30.00
Family Type
Nuclear 168 70.00
One 72 30.00
No. Of Earning
Two 139 57.91
Members
Above Two 29 12.08
One 113 47.08
No. Of Non-
Two 85 35.41
Earning Members
Above Two 42 17.5
Up To Rs.20,000 93 38.75
Rs.20,001 To Rs.30,000 101 42.08
Monthly Income
Rs.30,001 To Rs.40,000 24 10.00
Above Rs.40,001 22 9.16
Up To Rs.2,50,000 66 27.5
Rs.2,50,001 To Rs.3,00,000 82 34.16
Annual Income
Rs.3,00,001to Rs.4,00,000 53 22.08
Above Rs.4,00,001 39 16.25
Total 240 100.00

Table 1.1 reveals that, out of 240(100%) customers, 91 (37.92%) of them are residing in rural
area, 87 (36.25%) of them are residing in semi urban area and 62 (25.83%) of them are
residing in urban area. Table reveals that the maximum 91 (37.92%) of the respondents are

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residing in rural areas. the 119 (49.58%) of the respondents are age group of up to 30 years,
71 (29.58%) of the customers are between the age group of 31 to 40 years, 30 (12.5%) of the
customers are age group of 41 to 50 years and 20 (8.33%) of the customers are age group of
above 51 years. Table shows that the maximum 119 (49.58%) of the customers are Up to 30
years age group. The 136 (56.66%) are male and 104 (43.33%) are female. Table exhibits
that the majority 136 (56.66%) of the customers are male. The 145 (60.41%) are Married and
remaining 95 (39.58%) customers are Unmarried. Table depicts that the majority 145
(60.41%) of the customers are Married. The 77 (32.08%) of the customers have qualification
on Post graduate, 62 (25.83%) of the customers have qualification Up to SSLC, 41 (17.08%)
of the customers are qualification of under graduate, 37 (15.41%) of the customers are
educated up to HSC and 23 (9.58%) of the customers are professional. Table shows that the
most of the 77 (32.08%) customers are have qualification of post graduate. 94 (39.16%) of
customers are agriculturist, 65 (27.08%) of customers are business peoples, 61 (25.41%) of
the customers are private scoter employee and 20 (8.33%) of customers are public scoter
employees. Table reveals that the maximum customers are 94 (39.16%) Agriculturist. The
168(70%) of the customers of the family in nuclear type and 72(30%) of the customers
family are in join family type. Table exhibits that the majority 168(70%) of the customers
family in nuclear type. The 139(57.91) customers have two no. Of earning members in the
family, 72(30%) of the customers have one no. of earning members in the family and
29(12.08%) of the customers are the above two no. of earning members. Table shows that the
majority 139(57.91%) of the customers are the two no. of earning members in the family. the
113(47.08) of the customers have non- earning members in the family, 85(35.41%) of the
customers have two non-earning members in the family and 42(17.05%) of the customers
have above two non-earning members in the family. Table reveals that the maximum
113(47.08%) of the customers have one earning members in the family. The 101(42.08) of
the customers monthly income range between Rs.20,001 to Rs.30,000, 93(38.75%) of the
customers monthly income range between Up to Rs.20,000, 24(10%) of the customers
monthly income range between Rs.30,001 to Rs.40,000 and 22(9.16%) of the customers
monthly income is Above Rs.40,001. Table depicts that the maximum 101(42.08%) of the
customers monthly income range between Rs.20,001 to Rs.30,000. The 82(34.16%) of the
customers monthly income ranges between Rs.2,50,001 to Rs.3,00,000, 66(27.5%) of the
customers monthly income is Up to Rs.2,50,000, 53(22.08%) of the customers monthly
income ranges between Rs.3,00,001 to Rs.4,00,000 and 39(16.25%) of the customers

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monthly income is Above Rs.4,00,001. Table shows that the maximum 82(34.16%) of the
customers monthly income ranges between Rs.2,50,001 to Rs.3,00,000.

CHI-SQUARE ANALYSIS:
The chi-square test is an important test among the several statistical techniques customers for
analyzing the significance among variables. Here the independent variables namely age,
residence, gender, educational qualification, marital status, family type, earning members and
non- earning members monthly income and annual income level, occupation has been tested
for their significations with the dependent variable investment in commodities

Table 2: Selected Variable and Level of Satisfaction on Branded paints

Variables Chi - Square Values D.F Table Values At 5 Percent Level
Area of residence 6.947 4 9.487
Age 19.766 6 12.519
Gender 5.608 2 5.991
Marital status 2.586 2 5.991
Educational qualification 8.948 8 15.507
Occupation 9.587 6 12.591
Family type 1.156 2 5.991
Earning members 2.637 4 9.487
Non-earning members 4.003 4 9.487
Monthly income 15.381 6 12.591
Annual income 17.531 6 12.591

The above table 2 discloses that out the total leven variables selected, three variables
are found to be significant with the consumer’s level of satisfaction on branded paints Of
them three variables namely Age, monthly income and annual income of the family are
significantly associated with the consumers level of satisfaction at the five per cent level.

FINDING
SOCIO - ECONOMIC PROFIL
 The maximum 91 (37.92%) of the customer’s are residing in rural areas.
 The maximum 119 (49.58%) of the customers are Up to 30 years age group.

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 The majority 136 (56.66%) of the customers are male.

 The majority 145 (60.41%) of the customers are Married.
 Most of the 77 (32.08%) customers are have qualification of post graduate.
 The maximum customers are 94 (39.16%) Agriculturist.
 The majority 168(70%) of the customers family in nuclear type.
 The majority 139(57.91%) of the customers are the Two no. of earning members in
the family.
 The maximum 113(47.08%) of the customers have One earning members in the
family.
 The maximum 101(42.08%) of the customers monthly income range between
Rs.20,001 to Rs.30,000.
 The maximum 82(34.16%) of the customers annual income ranges between
Rs.2,50,001 to Rs.3,00,000

SUGGESTION
The study Suggest the following suggestions
 Branded paints discount policy need to be revised and provide more discount to the
customer.
 A few of the customers feels that branded paints quality can be improved and more
creativity can be done.
 The branded paints manufacturers should create more awareness through
advertisement by highlighting their unique selling proposition.
 The price should be conservative for the branded paints.
 The branded paints manufacturers can sell through their direct sales outlets through
which they can offer some unique services to customers.

CONCLUSION
The paints gives not only colours to the home but also creates some prestige look to each and
every home. The branded paints offer some unique features which satisfies all type of
customers by providing the required type of finish. Some companies offer unique options to
overcome their own competitor through with they attract more customers. The paints quality

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is more essential and the varieties of colour availability attract the customers to select a
particular banded paints.
The paints are more attractive to the human being, the level of customers satisfaction
in a branded paints and factors influencing their purchasing decision on branded paints in the
Coimbatore district of Tamil nadu. The paints quality is more essential for the more
attractiveness and creativity of the customer satisfaction and awareness of many pains
products. The study concluded the research is aware the branded paints selected eleven
factors there exist an association between age, monthly income and annual income and level
of satisfaction.

REFERENCE
1. Dr. Thangapandi, S. Subashini And S. Mythili “A Study On Customer Satisfaction
Towards Asian Paints In Mettur Town”.
2. Dr. Ashish mathur “An Empirical Study Of Quality Of Paints: A Case Study Of
Impact Of Asian Paints On Customer Satisfaction In The City Of Jodhpur”.
3. Mohammed Ali “A study o organisational structure of KADISCO chemical paints
industry”.
4. Ms. Syeda Sharbanu Shahbazi And Imam Shakeer “A study on market share
analysis of Berger paints Bangladesh at Mirpurdohs”
5. Sally Auma Ochola “Foreign market entry strategies adopted by paints manufactures
in Kenya”.
6. Soumik Gangapadhay , pradip bandypadhay “Choice Of Decorative Paints:
Recommendation Of Interior Designer And Dealers, An Opinion Survey Of Berger
Paints Limited, Kolkata”.
7. Muogobo U.S “ The impact of strategic human resources management on small and
medium sized enterprises (A study of some selected paints manufacturing firms in
Anambra State Nigeria”.
8. Teg Alam And Mohammad Rishad Faridi “A study on satisfaction, perception and
expectation level of institutional consumers towards paints brands in Al-Khars region,
kingdom of Saudi Arabia”.
9. Tag Alam & Mohamad Rished Faridi “The empirical study of perception,
expectation and satisfaction level of consumer regarding paints industry in Al.Khaj
Region, Kingdom of Saudi Arabia”.

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International Journal of Scientific Research and Review ISSN NO: 2279-543X

WEBSITES
1. www.wikipedia.com
2. www.googlescholar.com
3. www.indianresearchjournals.com
4. www.elkjournals.com

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