Consumer Attitude towards Asian Paints

Consumer Attitude towards Asian Paints
1. INTRODUCTION
While marketing any product we have to understand the behavior and
attitude of the consumers. The attitude of the consumers is very important.
Because, the consumers are the core targets in achieving the marketer’s
objectives. A brief idea about the consumer behavior and attitude is as follows
an attitude is an idea charged with emotion, which predisposes a class of
action to a particular class of situation. A person can have attitude towards
various brands of products and services. Attitudes are the most used socio-
psychological concepts in marketing.
Consumer behaviour is the study of when, why, how, and where people do or
do not buy a product. It blends elements from psychology, sociology, social
anthropology and economics. It attempts to understand the buyer decision
making process, both individually and in groups. It studies characteristics of
individual consumers such as demographics and behavioural variables in an
attempt to understand people's wants. It also tries to assess influences on the
consumer from groups such as family, friends, reference groups, and society
in general.
Customer behaviour study is based on consumer buying behaviour, with the

customer playing the three distinct roles of user, payer and buyer.
Relationship marketing is an influential asset for customer behaviour analysis
as it has a keen interest in the re-discovery of the true meaning of marketing
through the re-affirmation of the importance of the customer or buyer. A
greater importance is also placed on consumer retention, customer relationship
management, personalisation, customisation and one-to-one marketing. Social
functions can be categorized into social choice and welfare functions.
Each method for vote counting is assumed as social function but if Arrow’s
possibility theorem is used for a social function, social welfare function is
achieved. Some specifications of the social functions are decisiveness,
neutrality, anonymity, monotonicity, unanimity, homogeneity and weak and
strong Pareto optimality. No social choice function meets these requirements
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in an ordinal scale simultaneously. The most important characteristic of a

social function is identification of the interactive effect of alternatives and
creating a logical relation with the ranks. Marketing provides services in order
to satisfy customers
Information evaluation
At this time the consumer compares the brands and products that are in their
evoked set. How can the marketing organization increase the likelihood that
their brand is part of the consumer's evoked (consideration) set? Consumers
evaluate alternatives in terms of the functional and psychological benefits that
they offer. The marketing organization needs to understand what benefits
consumers are seeking and therefore which attributes are most important in
terms of making a decision.
Purchase decision
Once the alternatives have been evaluated, the consumer is ready to make a
purchase decision. Sometimes purchase intention does not result in an actual
purchase. The marketing organization must facilitate the consumer to act on
their purchase intention. The organisation can use variety of techniques to
achieve this. The provision of credit or payment terms may encourage
purchase, or a sales promotion such as the opportunity to receive a premium
or enter a competition may provide an incentive to buy now. The relevant
internal psychological process that is associated with purchase decision is
integration. Once the integration is achieved, the organisation can influence
the purchase decisions much more easily.
Consumer behaviour is influenced by: demographics, psychographics

(lifestyle), personality, motivation, knowledge, attitudes, beliefs, and feelings.
Consumer behaviour concern with consumer need consumer actions in the
direction of satisfying needs leads to his behaviour of every individuals
depend on thinking. Consumer behaviour is influenced by: culture, sub-
culture, locality, royalty, ethnicity, family, social class, past experience
reference groups, lifestyle, market mix factors.

2. HISTORY OF PAINTS AND COATINGS
Paint - the group of emulsions generally consisting of pigments

suspended in a liquid medium for use as decorative or protective coatings
made its earliest appearance about 30,000 years ago. Cave dwellers used
crude paints to leave behind the graphic representations of their lives that even
today decorate the walls of their ancient rock dwellings.
The paint and coatings industry, however, had to wait for the Industrial
Revolution before it became a recognized element of the American national
economy. The first recorded paint mill in America was reportedly established
in Boston in 1700 by Thomas Child. A century and a half later, in 1867, D.R.
Averill of Ohio patented the first prepared or “ready mixed” paints in the
United States.
In the mid-1880s, paint factories began springing up in population and

industrial centers across the nation. Mechanization was making the
manufacturing process accessible to a larger and less specialized group of
entrepreneurs. The weight of prepared paint makes it expensive to transport,
so a decentralized structure of small manufacturers in discrete markets
dominated the industry until the mid-1900s.
That structure still continues to some extent today with the significant
industry segment of small- to medium-sized paint manufacturers who serve
limited regional markets.
Besides mechanizing and professionalizing the paint industry, the

Industrial Revolution also created vast new markets for paints and coatings.
Virtually every product created on an assembly line — from the Model T Ford
to the latest-model television — makes extensive use of paints and coatings to
beautify, protect and extend the life of the manufactured goods.
Many of today’s paints and coatings may go unnoticed by the

consumer, but play immeasurably valuable roles in delivering high-quality
foodstuffs, durable goods, housing, furniture and thousands of other products

to market. Total sales for the industry were approximately $123 billion in
2009.
As soon as the impact and potential risks of various paint components

have been quantified, paint manufacturers take action. Historically, the
industry readily responded to environmental and health concerns by altering
the chemistry of its products to control risks. Paint manufacturers started
replacing lead pigments in some paints, for example, before World War II,
when more affordable and safer alternatives began appearing.
Industry consensus standards limiting the use of lead pigments date

back to the 1950s. Common house paints, contrary to some consumers’
beliefs, contained little, if any, lead since then. Household paints have not
included any lead since its use was banned by the Consumer Product Safety
Commission in 1978.
Contemporary paints and coatings consist of countless compounds

uniquely formulated to fulfill the varied requirements of hundreds of
thousands of applications.
“Paint” ranges from the broad group of environmentally-sound latex

paints that many consumers use to decorate and protect their homes and the
translucent coatings that line the interior of food containers, to the chemically-
complex, multi component finishes that automobile manufacturers apply on
the assembly line.
However you look at it, paints and coatings have evolved from the
simple Early Man colors on cave walls into a primary protective barrier
between our possessions and our environment.
EVOLUTION OF PAINTS:
Paints were in use for representational and decorative purpose for

thousands of years. Before the idea of using them as a protective coating
appeared. The earliest known paintings, found in the caves of Lascaux France
and Altamira, Spain, made with iron oxide and applied without birder, date

from as early as 15000 BC. Early people of America, Africa and Oceania also
used paints to decorate temples and dwellings.
The Egyptians prepared colors from soil and by 1500BC such dyes in
indigo and madder to blue red pigment. By 1000BC they had developed a
varnish from the gum of the acacia tree (gum Arabic) that contributed to the
permanence of their art.
REVOULUTION OF PAINTS:
The first use of protective coatings was used by the Egyptians, who
employed pictures and balsams to seal ships. Not until Middle age did paints
developed then were handmade, using such costly raw materials as egg white.
In the 17th century white lead paint become widely available. Extensive
exploitation of linseed oil (a drying oil useful as vehicle) from the flax plant
and pigment grayed zinc oxide (a white pigment) in the 18th century brought
a rapid expansion in paint industry.
EMERGENCE OF PAINT WITH MODERN TECHNOLOGY:
The 20th century brought an enormous of articles requiring protective

coating a corresponding production of paint products was achieved by
intensive research effort. 20th century saw important development in paint
technology, including the introduction of synthetic polymers as vehicles. The
dye industry and the plastic industry contributed the development of
polymers. The most significant change in the paint technology in this century
is the return to aqueous systems (water based paints) at a level of highly
developed and complexity never conceived by the Egyptians.

TYPES OF PAINTS:
1. OIL BASED PAINTS:
Painting in oil colors, a medium consisting of pigments suspended in

drying oils. A coat of picture varnish is usually given to finished oil painting
to protect it from atmospheric attacks, and an injurious accumulation of dirt.
These oil based paints have the properties of flowing, leveling and controlling
the film properties such as flexibility, durability and hardness.
2. HAMMER TONE FINISHES:
Hammer finishes a used extensively on instruments, metal surfaces,

type writers, office furniture’s and sheet metal work. The advantage of
hammer finish as over the wrinkle finish is that they do not collect the dust to
the same degree and the wrinkle finisher.
3. HEAT RESISTANT PAINTS:
Oil glass paints are not satisfactory to the decoration of surface such as
radiation and heating panels. The formulation of heat resistant paints will be
naturally is influenced by both temperature to films likely to be exposed and
the exposed time which is often very long time.
4. WASHABLE DISTEMPER:
Washable distempers highly economical and trusted. These distempers

are most popular and largest selling interior walls coating in India. These
types of distempers are used on plaster, brickwork, etc.
5. EMULSION PAINT:
It is a choice paint for the beautiful interior for a dream home. It dries
rapidly and gives the wall a freshly painted look year after year. It provides
long lasting protection to both interiors and exteriors. It is characterized by
excellent flow and leveling smooth finish and as excellent anti-fungal
property.

6. CEMENT PAINTS:
It is an economic interior/exterior wall finish. It gives protection to

varying weather conditions. Cement paint is widely used for application to
sand faced, concrete, brick work, etc., and similar forms surface.
7. ENAMELS:
Enamels provide the best coating for metals. They are tough, durable
and glossy in finish. The smooth, shiny look lasts for years. Enamels protect
from corrosion. These are available in a range of attractive shades.
INDIAN PAINT INDUSTRY AN OUTLOOK:
There is an abundance of paint manufacturing companies in India

today, a vast majority of them in the small scale section. The total number of
units is estimated at over a thousand. The first paint factory was established in
India in the Year 1902 in Kolkotta by the name Shalimar paints. The period
after 1920 saw the advent of paint companies in the country.
The chronological order of establishment is as follows:
 Goodlass Nerolac 1920 Jenson and Nicholson 1922 Berger
 1923 Honyle 1923 Garware 1931 Asian paints
 1942 ICI 1951
It can be seen from the above that till second world war , the paints
industry consisted of few foreign companies and some small indigenous units.
The paint industry has been progressing from strength to strength a compound
annual growth rate of 12.2% during the five year period ending the march
2000. On the global map Indian paint industry way behind other countries.
The per capita consumption in India is only 1 kg when compared to 26 kg, In
the U.S. and 1.5 kg in Thailand.
The industry is broadly divided into 2 segments, industrial and

decorating. The decorating paints segment with a market share of 70%
compared to 20% in organized section. In 2000 the Indian paint industry had

an output of 6,30,000 tones and was valued at Rs. 49 billion. A survey carried
out by the Indian paint association puts the production potential of industry at
3.2 million tones by the year 2008-09.
This implies growth of around 8.5% p.a. 6 large paints companies in

the organized sector together increased their aggregate sales turnover by more
than 13%.Profitability ratio jumped from 16.28 in 2007-08 to 20.54 in 2008-
09.
The Asian paints, which is a market leader with a turnover of 20.67

billion (in U.S. $ 435 million) followed by Goodlass Nerolac has a turnover of
Rs. 4510 million.
The net profit of Asian company Rs. 868.8 million while that of
Goodlass Nerolac is Rs. 355.5 million. The paint industry is characterized by
high-tech tie ups.
This has contributed to high quality standards supplier of reliability

and ability to offer complete coating systems. Experts say that the Indian
paints industry lags behind by 50 years in technology, compared to paint
manufacturers in advanced countries.
To narrow this gap, manufacturer will have to go in for joint ventures

and technical tie ups with foreign companies. Of course, out of the top 11
global paint manufacturers 10 are present in India. Through joint
ventures/associate/licensing arrangement.
TECHNOLOGY TIE- UPS:

COMPANY COLLABORATOR COUNTRY:
Asian paints Nippon paints PPG industries Sigma coating Japan USA
Neatherland Goodlass Nerolac Kansai paints Nohon Toksuhu Dupont Japan
Japan USA Berger paints Valspar Corp. Herberts Italino Inc. Teodur NV USA
Germany Italy Netherlands Jenson & Nicholson Chogoku Herberts Tikkurial
OY Japan Germany Finland ICI ICI Pic Herberts Nippon U.K. Germany
Japan Shalimar paints Salphi WR Grade Italy USA

IT’S ALL ABOUT YOUR HOME:
Your home is your empire. A place where you can be everything that
you really are. It is the canvas, which tells your story. For it has seen you
through the spectrum called life… Door that have let in joy, walls that
cocooned you in sorrow. Sealing under which you laid down in peace, Floors
that have been your play ground. And it is the right colors that go into making
your home that place that you want to come back to everyday this is the one
beacon that guides us, at Asian paints.
ASIAN PAINTS:
As we move towards becoming the one company that create beautiful

homes. A lot of changes are taking place to achieve this dream. New services,
innovative concepts, new packaging and to tap it all, a new identity.
Now we shall work towards being innovative, friendly, individualistic,

contemporary, trend setting and fresh for that is the new Asian paints…

3. CORPORATE PROFILE - ASIAN PAINTS

The company is having presently four paint manufacturing locations in
India. Ankaleshwar, Bhandup, Patancheru, Kasna. The company is setting up
a new facility in Sriperumbadur, Chennai where these new positions will be
based. An Asian paint is the India’s largest paint company and ranks among
the top 10 decorative coating companies.
As we move towards becoming the one company and ranks among the
top ten decorative coatings companies in the world today, with a turnover of
Rs 20.67 billion (USD 435 million) and an enviable reputation in the Indian
corporate world for Professionalism, Fast Track Growth, and Building
Shareholder Equity.
The October’ 2002 issue of Forbes Global magazine USA ranked

Asian Paints among the 200th Best Small Companies in the World for 2002
and presented the ‘Best under a Billion’ award, to the company. One of the
country’s leading business magazines “Business Today” in Feb 2001 ranked
Asian Paints as the Ninth Best Employer in India. A survey carried out by
‘Economic Times’ in January 2000, ranked Asian Paints as the Fourth most
admired company across industries in India. Among its various other
achievements, Asian Paints is the only company in India to have won the
prestigious Economic Times - Harvard Business School Association of India
award on two separate occasions, once in the category of “Mini-Giants” and
the other in “Private sector Giants”
The company has come a long way since its small beginnings in 1942.
Four friends who were willing to take on one of the worlds biggest,
Most famous paint companies operating in India at that time set it up as a

partnership firm.
Over the course of 25 years Asian Paints became a corporate force and
India’s leading Paints Company. Driven by its strong consumer-focus and
innovative spirit, the company has been the market leader in paints since
1968. Today it is double the size of any other paint company in India.
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Asian Paints manufactures a wide range of paints for Decorative and

Industrial use. Vertical integration has seen it diversify into Specialty products
such as Phthalic Anhydride and Pentaerythritol. Not only does Asian Paints
offer customers a wide range of Decorative and Industrial paints, it even
Custom-creates products to meet specific requirements.
To keep abreast of world technology and to protect its competitive

edge, Asian Paints has from time to time entered into technology alliances
with world leaders in the paint industry. It has a 50:50 joint venture with
Pittsburgh Paints & Glass Industries (PPG) of USA, the world leader in
automotive coatings, to meet the increasing demand of the Indian automotive
industry.
It has also drawn on the world’s latest technology for its

manufacturing capabilities in areas like powder coatings and high-tech resins -
thus ensuring that its product quality lives up to exacting international
standards, even in the most sophisticated product categories.
The company places strong emphasis on its own in-house R&D,

creating new opportunities by effectively harnessing indigenous creativity.
The Asian Paints Research & Development Center in Mumbai has acquired
the reputation of being one of the finest in South Asia. With its team of over
125 qualified scientists, it has been responsible for pioneering a number of
new products and creating new categories of paints. The R&D team has
developed the entire decorative range of the company.
The company boasts of state-of-the-art manufacturing plants at

Bhandup in the state of Maharashtra; at Ankleshwar in the state of Gujarat; at
Patancheru in the state of Andhra Pradesh; and at Kasna in the state of Uttar
Pradesh. All the company’s plants have been certified for ISO 9001 - the
quality accreditation. All the company’s plants have also received the ISO
14001 certificate for Environment Management Standard. The Phthalic
Anhydride plant has been certified for ISO 9002 and ISO 14001 whereas the
Penta plant has been certified for ISO 14001. The Penta plant will shortly
receive its ISO 9002 certification.

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In June 2002, Asian Paints plant in Patancheru was conferred “The

Golden Peacock” award by the World Environment Foundation and the award
for ‘Excellence in Environment Management’ by the Government of Andhra
Pradesh.
Asian Paints was one of the first companies in India to extensively

computerize its operations. In addition to computerized manufacturing,
computers are used widely in the areas of distribution, inventory control and
sophisticated MIS to derive benefits of faster market analysis for better
decision making. It is a continuously evolving company deriving its cutting
edge from the use of innovative IT solutions. All the locations of the company
are integrated through the ERP solution.

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Highlights:
 Net Sales and Operating Income of Asian Paint (India)Ltd. grew by
14.4% from Rs.16,966 million in 2003-04 to Rs. 19,415 million in
2004-05.
 Net Profit increased by 17.4% from Rs. 1,478 million in 2003-04 to
Rs. 1735 million in 2004-05
 The Board of Directors have recommended dividend of 95% for the
year 2004-05 with a payout ratio of 60%
 State of the art emulsion paint manufacturing facility commissioned at
Sriperumbudur near Chennai.
BOARD OF DIRECTORS:
 Ashwin C Choksi Non-Executive Chairman
 Ashwin S Dani Non-Executive Vice Chairman
 Murthy P M Managing Director & CEO
 Abhay Vakil Director
 Mahendra Choksi Director
 Amar A Vakil Director
 Ina Dani Director
 Tarjani Vakil Chairperson of Audit Committee
 Dipankar Basu Director
 Deepak M Satwalekar Director
 Rajendra Shah Director
 Dr. S Sivaram Director
 Mahendra M Shah Director

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 Ramadorai S Director
CORPORATE SOCIAL RESPONSIBILITY
Asian Paints approaches Corporate Social Responsibility (CSR) from

the perspective of being a responsible corporate citizen. There has been a
continued effort to take up initiatives in various quarters and ensure sufficient
resources for the sustenance and continuity of the same. The Company has
identified projects across all its manufacturing locations in the country
primarily in the areas of education, health care, and rain water harvesting.
In the area of education, the Company has been involved in supporting

various schools around its plants including the setting up of the “Gattu” school
at Ankleshwar which provides eduction to around 2,500 students from various
strata of society. In the area of health care, the Company continued operating
Mobile Medicare Units (MMU) around Patancheru (Andhra Pradesh) and
Kasna(UP) plants collaborating with HelpAge India, an NGO. The Company
also took the initiative of treating people with cataract and successfully got
around 460 patients operated at recognized eye- hospitals.
RESEARCH AND DEVELOPMENT
Research and Development (R&D) plays an important role in

developing new products and reducing cost by re-engineering formulations.
R&D operates in tandem with the Company’s long term strategy and demands
of the market place. In the last few years, the R&D efforts have been focused
on developing new exterior finishes, economy emulsions, distempers and wood
finishes.
INTERNATIONAL OPERATIONS:
Asian Paints operates in 23 countries across the world. It has

manufacturing facilities in each of these countries and is the largest paint
company in nine overseas markets. It is also India’s largest exporter of paints,

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exporting to over 15 markets in the Asia-Pacific region, the Middle East and
Africa. In 12 markets, it operates through its subsidiary, Berger International
Limited and in Egypt through SCIB Chemical SAE.
CORPORAT VISION:
“Asian Paints aims to become one of the top five Decorative coatings
companies world-wide by leveraging its expertise in the higher growth
emerging markets. Simultaneously, the company intends to build long term
value in the Industrial coatings business through alliances with established
global partners.”
“Finishes that give you great looking interiors, with the choice of
every shade of the spectrum”
HISTORY
1942
During the Second World War, it was hardly a promising time to set
up a new company in India, but that is exactly what four young men did in
Bombay.
The name “Asian Paints” was picked randomly from the telephone
directory.
And the four young men started manufacturing paint in a garage rented
for Rs. 75 a month, equipped with little more than a traditional Gujarati rhyme
that reminded them that you can make any colour by mixing the right
proportions of red, blue and yellow.
1945
The company had touched a modest turnover of Rs. 350,000, way

beyond the wildest dreams of the partners. Up against the giant international
paint companies, Asian Paints hit on the innovative marketing strategy of
“going where the consumer is”, reaching out to the remotest corners of the
country to give consumers products the way he wanted them-in conveniently-
sized packs. It was also around this time that the company created its mascot,

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Gattu, which has grown into one of India’s most recognizable advertising
symbols and representative of Asian Paints’ strong Indian identity.
1957
It was the beginning of a decade of dramatic growth. The company’s

R&D department figured out a way to produce international quality Phenolic
and Maleic resins on its simple coal-fumace, with a hand-stirring process.
This led Balmer Lawrie to reject the products offered by a leading giant UK-
owned paint company, despite the latter is perceived technological advantage
and switch to Asian Paints products. Simultaneously the company embarked
on an ambitious marketing campaign, forming close bonds with thousands of
dealers in small towns all over India. These bonds in true Asian Paints style
were so close that it developed a very strong link between the organization
and dealers these efforts paid off handsomely as the story of the subsequent
years’ shows.
1968
By 1968 the company surprised its big-name multinational competitors

by emerging as India’s No. 1 paint company. Ever since 1968, the company
has been a leader in this industry. The company presently has 27 % market
share of the total paint market Even though being a leader in this industry, it
has realized that it can further consolidate its position.
1998
In 1998, the company embarked on a major restructuring strategy

under the guidance of management consultants, Booz Allen & Hamilton. The
restructuring was done to bring greater focus to its business, improve
efficiencies, control cost and strengthen its leadership position. After the
completion of the restructuring, the vision for the company was stated. The
company is committed to realizing its vision and has chartered a complete
plan of action for realizing its vision.

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Today
 Asian Paints becomes the 10th largest decorative paint company in the
world
 Asian Paints is more than twice the size of its nearest competitor
 It is one of the most admired companies in India
 Present in 22 countries with 27 manufacturing locations, over 2500 SKU's,
Integrated SAP - ERP & i2 - SCM solution
 Rated Best Employer by BT-Hewitt survey, 2000 Bluest of the blue chips
by Hindu Business Line; Most admired company to work for by ET-BT
survey, 2000
 On the recommendations of Booz, Allen and Hamilton, Asian Paints
restructured itself into Growth, Decorative and International business units
and adopted SCM and ERP technology
 Asian Paints aims to become the 5th largest decorative paint company in
the world
NEW CAPACITY
NEW PAINT PLANT AT SRIPERUMBUDUR
Asian Paints, new paint plant at Sriperumbudur, near Chennai in the

State of Tamil Nadu commenced production on January 20, 2005. It is located

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at SIPCOT (State Industrial Promotion Corporation of Tamil Nadu) Industrial

Park, Sriperumbudur. This state – of – the – art plant, erected in record time,
has been established to manufacture emulsion paints alone with an initial
capacity of 30,000 KL per annum. This is Asian Paints fifth paint plant in
India.
PAINT PRODUCTION PLANT
The plant is presently equipped with:

 Modern material handling facilities including storage of raw material
in silos.
 Capability to handle batch sizes upto 20 KL, High speed packing lines.
 The latest automated process control system.
 Pollution abatement, waste usage in a closed loop manufacturing
system and advanced pollution treatment facilities.
These facilities will enable the company to implement “Right First

Time and Zero Defect” concepts. The plant is Zero Discharge plant and has
Environment, Health, and Safety features of the highest standard.

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Global Presence of Asian Paints:
Asian Paints has had international presence right since the 1960’s. It
set up its first overseas unit in 1977 at Fiji. Asian Paints now has a strong
presence in the Indian subcontinents, Southeast Asia, Far East, Middle East,
South Pacific, Caribbean, Africa and Europe. Along with Asian Paints, the
group consists of sub Chemicals, Berger International and Apco Coatings.
Together, the group has 27 manufacturing locations globally.
Having established a position as one of the top ten decorative coatings

companies in the world, our constant endeavor is to give you the best in paints
which stems form the motto: ‘Any surface that needs painting needs Asian
Paints’.
REGIONS COUNTRIES OPERATING

COMPANY
South Pacific Australia, Fiji, Solomon Asian Paints and its
Islands, Samoa, Tonga, subsidiaries
Vanuatu
South East Asia China, Malaysia, Berger International
Myanmar, Singapore, and its subsidiaries
Thailand
South Asia India, Bangladesh, Asian Paints and its

Nepal, Srilank subsidiaries
Middle East Bahrain, UAE Berger international

and its subsidiaries
Caribbean Barbados, Jamaica, Berger International
Trinidad & Tobago and its subsidiaries

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PRODUCT RANGE IN A COMPANY:
The company produces different rang of paints in interiors decoration

as well as exterior decoration, to satisfy the consumers.
INTERIORS:
Company product ranges are……
1. ROYAL LUXURY EMULSION: is an acrylic emulsion that gives a wall a

silky shine that stays for years to come.
2. PREMIUSM EMULSION: PE is a good choice for great looking walls. It

gives a smooth finish to the walls and is completely washable.
3. INTERIOR WALL FINISH - LUSTER gives a glass like finish, best suited
for kitchens and washrooms where there is a lot of moisture and dirt.
4. INTERIOR WASS FINISH-MATT: give a matt look to your walls and can be
used to create interesting effects.
5. TRACTOR EMULSION: TE is a good choice for people who are looking for
value for their money. It promises smoothness along with the legendary
qualities of tractor.
6. TRACTOR ACRYLIC DISTEMPER: TAD gives a superio9r finish and

comes in the range of over 200 shades.
7. TRACTOR SYNTHETIC DISTEMPER: TSD is India is largest selling

distemper. This wall finish comes in beautiful shades and is washable.
8. APCOLITE PREMIUM GLASS ENAMEL: APGE is a premium product

used for metals and wood. It can withstand rigged condition sunlight and dust.
EXTERIOR:
1 APEX: Apex creates beautiful exterior. It withstands extreme typical

conditions of high rainfall, humidity and heat. It protects against, sunlight,
fungus and algae.

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2 ACE: provides production from the elements of nature. It is suitable for non
- coastal areas and places with dry to moderate climate.
PRIMERS & ANCILLARIES:
1. DECOPRIME WALL PRIMER (solvent thinnable): DWP is an application

for interior surfaces. It has good sealing properties and strong resistance to
alkalinity, moisture & fungus.
2. DECOPRIME WALL PRIMER (water thinnable): DWP is used on plastered

walls, asbestos, cement and concrete. It is also fortified with fungicides.
3. WOOD PRIMER: WP has excellent sealing and filling properties, which

protect wood from swelling due to absorption of moisture.
4. METAL PRIMER: MP has good adhesion and prevents metal from rusting,
by forming a hard tough coating.
5. ACRLIC WALL PUTTY: AWP is a smooth, easy to use under coat with
excellent adhesive properties.

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PRODUCTS OF ASIAN PAINTS
“Come rain or shine, this

range keeps the pristine
beauty of your home
untouched for years”.

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MARKETING STRATEGY OF ASIAN PAINTS:

Product Mix:
Asian Paint Company manufactures and markets, a wide arrange of

products such as surface coatings and ancillaries, which include Architectural
and Heavy Duty Coating for maintenance purpose. Asian paints provide wide
range of color shades (about 1400) for different kinds of surface. All the
shades are created by All India Institute of Fashion Technology. They create
colors according to the Indian Taste.
Distribution Mix:
In India, the distribution network of the company consists of 56 sales

offices and 6 Regional Distribution centers each with its own warehouse
distributing products to cater over 15,000 retail outlets and industrial users
spread across the country.
In every place where there is a population of around 20,000 there is an

Asian paint dealer. There is no middle men or sub stockiest. When an order
placed to the company the company distributes the goods to the dealer directly
from its own godowns.
As there are no middle men, the service is fast. It reaches to the end
user i.e., the consumers in a very short time. In Davangere the company has
got 18 dealers.
Promotion Mix:
The company promotes the products through advertisement in

Television, magazines etc. The ads are created bearing in mind, the culture,
people, area etc. The ads are seasonal in nature. The advertisers for Asian
paints is O and M (Oglive and Mother). Most of the ads are created on the
basis of the family as the members of the family who decides the type of
paint, shade of paint etc.

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Price Mix:
The prices of the products of the company are on par when compared
with the other companies in the organized sector.
The price of Asian Paints, compared to the paints of other companies

is same. But slightly higher that the prices of unbranded products. It does not
mean that the products of Asian Paints are inferior. Asian Paints have
succeeded in reducing the process and supplying the quality products at a
reasonable rate because of huge investment in Research and Development.
Through Research and Development, the company has improved the quality
of paints and increased the life of paints. From the above table it is clear that
even middle class people buy paying a slightly higher price (compared to
prices of unbranded paints) they can get quality products of Asian Paints Ltd.,
ABOUT SERVICES:
The company starts services by the name called Home Solutions.
Home solutions means the company provides technical information on
process of painting. It gives complete information about how the customer
selects the paints from different range. Which color, range of paints suits to
home, how to paint a home, etc., This facilities available only big cities, like
Bangalore, Bombay, Kolkata, Delhi, Chennai etc.,
“Perfect applications that work in unison with every wall finish. Giving
surfaces the best results”

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4. CONSUMER BEHAVIOUR
4.1 INTRODUCTION:
Understanding consumer behavior and ‘knowing

consumer’ are never simple. Consumers may state their needs
and wants but act otherwise. Consumer behavior is largely
determined by how the customer thinks and processes
information.
Consumer behavior is one of the important variables on

controllable in the marketing environment. Buyer behavior is
a comparatively new field of study. It is the attempt to
understand and predict human actions in the buying notes. It
has assumed gracing importance uses market oriented for
consumer oriented marketing, planning and management,
buyer market for many products and the growth of
consumerism and consumer legislation. Since 1960, have
created special interest in buyer behavior and formation of
marketing programmer to respond favorably buyer behavior in
the market place.
Every marketing activity revolves around the customer.

In early stages of economic evaluation the consumer had to
accept what producers had produced but today the consumer
dictates terms to the manufacturer to manufacture the product
he wants. Consumer purchases a commodity as dictated by
there mental an economic force. As consumption initials
production the producer purchase this helps into offer a total
product that can give consumer satisfaction.
4.2 MAJOR FACTOR INFLUENCING BUYING BEHAVIOUR

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Consumers make purchase decisions on the basis of who

they are where they line and now much they earn.
BUYERS
Psychologi Socio-cultural Economical Environment

cal factors factors factors al factors
♠ Motivation ♠ Family ♠ Personal ♠ Political

♠ Perception ♠ Reference income ♠ Legal
♠ Learning group ♠ Income ♠ Technologi
♠ Belief & expectation cal
♠ Social
attitudes ♠ Savings ♠ Ethical
class
♠ Personality ♠ Consumer
♠ Culture
credit
1. PSYCHOLOGICAL FACTORS
Motivation
It is a psychological technique of inspiring human beings
to act in a particular way. Motivation acts as a driving force in
the flow towards purchase action. Motivation has a direct
cause and effect relationship. Motivation is the drive to act, to
move to obtain a goal or an objective. Motivation is a mental
phenomenon. It is affected by perceptions, attitudes, and

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personality traits and by outside influences such as culture and

marketing efforts.
Perception
Perception gives the direction or path to be taken by the
behavior perception is the meaning we give on the basis of our
past experience. To perceive is to see, to hear, to touch, to
taste, to smell and to sense same thing or event or relation
and to organize, interpret and find meaning in the experience
our senses perceive the color, shape, sound, smell, taste etc.,
of the stimulus our behavior is governed by these physical
perceptions.
Learning
All theories of buyer behavior have been primarily based
on a learning model. Learning is the central topic in the study
of human behavior learning is defined as all changes in
behavior that result from previous experience and behavior in
similar situations. It refers to changes in the behavior, which
occurs as a result of practice. Learning is the product of
reasoning, thinking, information processing and of course,
perception.
Attitudes
Social psychologist defines attitude as an emotionalized
predisposition to suspend positively or negatively to an object
or class of objects. The concept of predisposition includes our
familiar concepts of attitudes beliefs, goals and values.
Attitudes affect both perception and behavior. In general an
attitude is a state of mind or feeling. It induces a
predisposition to behave in some way. Attitudes are very
important in explaining buyer behavior.
Personality
Personality is a complex psychological concept. Ts

primary features are self-concept, roles and levels of

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consciousness. The self-concept refers to how a person sees

himself and how he believes others to see him at a particular
time. The buyer behavior is influenced by the particular role
upon which a buyer is concentrating at a given time.
Personality traits such as dominance, sociability, friendliness,
responsibility, dependence etc., can indicate how people
behave.
2. SOCIAL CULTURAL FACTORS
Family
Most consumers belong to a family group. The family
can exert considerable influence in shaping the pattern of
consumption and indicating the decision making roles personal
values, attitudes and buying habits have been shaped by
family influences.
Reference group
The concept of reference group is borrowed from
sociology and psychology. Buyer behavior is influenced by the
small groups to which the buyer belongs. Reference groups
are the social, economic or professional groups and a buyer
uses to evaluate his or her opinions and beliefs. Reference
group is useful for self evaluation and attitude formation.
Social class
Sociology points out the relationship between social
class and consumption patters. As a predictor of consumption
patterns, marketing management is familiar with social classes
consumers buying behaviour is determined by the social class
to which they belong or to which they aspire rather than by

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their income alone. Broadly speaking, we have three distinct

social classes upper, middle and lower classes. Upper class
people are aggressive in buying and analysed less. Middle
class people are more informative but lower class people are
essentially non national purchases and show limited sense of
choice making.
Culture
Culture represents am overall social heritage, a
distinctive form of environmental adaptation by a whole
society of people. It includes a set of learned beliefs, values,
attitudes, morals, customs, habits and forms of behaviour that
are shared by a society and transmitted from generation to
generation within that society cultural influence is a force
shaping both patterns of consumption and patters of decision
making from infancy.
3. ECONOMICAL FACTORS
Personal income
The economist made attempts to establish relationship
between income and spending. This income represents
potential purchasing power that a buyer has. The change in
income has direct relation on buying habit.
Income expectation
The expected income to receive in future has direct
relations with buying behavior. The expectation of higher or
lower income has a direct affect on spending plans.
Savings

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A change in the amount of saving leads to a change in

the expenditure of an individual. It he decides to save more he
will spend less an comforts and luxury.
Consumer credit
Facility of consumer credit system like hire purchase
installment purchase credit cards etc., play an important role
in purchase decision.
4. ENVIRONMENTAL FACTORS
Political
The system of government influences both consumer
and market behavior. If the government is rigid the buying
pattern of consumer may be less frequent. On the other hand
if there is stable and modern approach, buyers will by
frequently.
Legal
The legalities and politics of the government like
taxation policy, import export policy etc., are more rigid.
Market will play to a less extent and if the policies are liberal
buyers are more free to buy.
Technical
The advancement of science and technology changes
the standard of living and income level of buyers and they go
for durable and comfort goods.
Ethical
The business policy of commercial undertaking also
influences the buying behavior of consumer.

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4.3 MEANING OF ATTITUDE

An attitude is an enduring organization of motivational, emotional,
perceptual, and cognitive process with respect to some aspect of our
environment. It is a learned predisposition to respond in a consistently
favorable or unfavorable manner with respect to a given object. Thus, an
attitude is the way we think, feel, and act toward some aspect of our
environment such as retailers store, Television programmes, or Product
(paints).
Attitude Components:
Attitude as having three components:
1. Cognitive Component:
Person beliefs about the paint many beliefs about the product (paint)
attribute are evaluated in nature. That is attractive styling, availability, quality,
reliable performance etc. Than the person belief is positive.
2. Affective Component:
Our feeling or emotional reaction to an object represent the affective
component of an attitude. A person feeling like/ dislike concerning the paints.
3. Behavioral Component:
The behavioral component of an attitude is one’s tendency to respond
in a certain manner toward on object or activity. A person action tendencies or
predisposition towards the paint. If a person holds a favorable belief toward a
product (say paint) he will generally behave in a supportive manner towards
that product (i.e. paint). An attitude is relevant when purchase behavior is
formed as a result of direct experience with the product (paint) information
acquired from others and exposure to mass media like advertisement etc. So
attitudes are leaved predisposition and is true in case of paint. Attitude are not
synonymous with behavior, but reflect either favorable or an unfavorable of
the attitude towards the product. Attitude of the consumers are not permanent.
They do change according to the changing conditions. So we must consider
the influence of the situation on the consumer attitude and behavior.

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ATTITUDE FORMATION
A marketer should have some idea as to how the attitudes are formed.
Then only he will be able to either understand the effect of consumer’s
attitudes or behavior. Examination of attitudes information consists of three
areas. The principle source which influences the attitudes formation, include,
experience. Attitude towards goods and services are formed through direct
experience and evaluating them. Personal influence of attitudes is mass media
(print and broadcasting also help in forming. Personally also play an important
role in attitude formation.
4.4 BUYING BEHAVIOR

The consumer decision making varies with the type of buying decision.
1. Complex buying behavior: In this type consumers go through complex
buying behavior when they are highly involved in a purchase and aware of
significant difference among brands.
2. Dissonance reducing buying behavior: Sometimes the consumer is highly

involved in a purchase but sees little difference in brands. In this case the
buyer will shop around to learn what is available but will fairly and quickly
because brand differences are not pronounced.
3. Habitual buying: Many products are brought under conditions of low

consumer involvement and the absence of significant brand difference.
4. Variety seeking buying behavior: Some buying situations are characterized

by low consumer involvement but significant brand differences. Here
consumers are often observed to do a lot of brand switching.

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4.5 MEASUREMENTS OF ATTITUDES
The attitudes of consumers should be measured to implement the new

strategy, it is also a very difficult task since, and there is no physical
component of attitudes. So it is substantially difficult to measure this attitude
as compared to measuring of physical characteristics viz. Weight, length,
volume etc., The inferences based on self reports of belief, feeling and
behaviors can be measured using rating scales, paired comparisons etc.
Consumer attitude is a very complex and important aspects in marketing
activity. Consumer needs and preferences should be understood properly. The
negative attitude towards the object should be changed to positive. In case of
paints also, the marketer should understand consumer needs and preferences
in order which change the attitudes in favorable manner.
ATTITUDE CHANGING STRATEGIES
1. Change the Affective Component:

 Classical Conditioning
 Affect toward the Ad
 More Exposure
Attitude Change Strategy Focusing on Affect
2. Change the Behavioral Component:

 Attitude Change Strategy Focusing on Behavior
3. Change the Cognitive Component

 Change beliefs
 Shift importance
 Add beliefs
 Change Ideal

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5. RESEARCH METHODOLOGY
5.1 NEED OF THE STUDY:

In this competitive world, many competitors are found any industry. A
business is a Socio-Economic entity that functions admit a turbulent
environment that is dynamic and influences the industry as a whole. There are
a host of paints companies in India which are striving to gather a substantial
market share and to become a market leader in the industry. They execute
planning, directing and controlling, etc., by making use of strategies to meet
the objectives set by them.
A mission is a set of various plans, objectives, goals and targets are

framed to achieve the growth, prosperity and to flourish. All this is done by
keeping an inclination towards customer’s needs and preferences, there
buying behavior, attitude, etc. By understanding these, the manufacturers
satisfy the consumers, and so it is imperative to study the consumer aspects
and then match the strategies with the needs to satisfy the same.
Hence, there is an essential need for market study, which highlights the
consumer attitude and awareness of the product, to know the market share and
effectiveness of strategies undertaken by the company. The dealer role and
attitude is also important. So this aspect is covered in this project.
HYPOTHESIS:
The hypothesis considered here upon is that, the consumer’s
perceptions and expectations before the purchase of the product differ from
the actual purchase.
OBJECTIVES OF THE STUDY:

1. To know the brands preferred by the consumers
2. To understand the consumer attitude towards the Asian Paints and its
different attributes.
3. To list out factors that influences the consumers-buying behavior
while buying paints.

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4. To know the attitude of dealers about the product brands.

5. To know competitive efficiency of Asian Paints compared to other
leading paints.
METHODOLOGY:
Data
The methodology entails systematic activities ranging from the source
i.e., the primary data. The primary data is collected through a field survey
method. Questionnaires are used; face-to-face interviews are carried out.
Separate questionnaires were pre-tested with the acquaintance and friends and
then final drafts were prepared.
Both open ended and closed ended questionnaires were formed.

Marketing officers of paint companies were interviewed personally and their
opinions were recorded.
Secondary data is also made use of viz., Economic Times, Business

world, Business today magazines was of immense help.
SAMPLING PROCEDURE:
The sampling technique was used for study in random sampling. The
sample size was 10 dealers, 40 consumers include, civil Engineers,
contractors. The sample was limited to Davangere.
STATISTICAL TOOLS:
Many graphs like pie charts, bar diagrams and tables have been
depicted to analyze and interpret the data, and various statistical techniques
were used.
DESIGN OF THE STUDY:
This project work consists of mainly six chapters which are as follows:
 The first chapter deals with the introduction need for the study,
objectives of the study, methodology and limitations.

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 The second chapter is about the profile of the Paints. The chapter
consists of evolution of paints, revolution of paints, emergence of paints
with Science and Technology, types of paints and Indian paint Industry
and out look.
 The Third chapter is about the company profile. This chapter consists
of history and vision, Highlights, Board of Directors, Corporate Social
Responsibility, Research and Development, International operation,
manufacturing facilities, an overview global presence of Asian paints,
product range, marketing strategies of Asian paints.
 The chapter fourth is about the theoretical aspects like meaning of
attitude formation and buying behavior of consumer.
 The chapter fifth is about the analysis and interpretation of data. This
consists of tables and graphs related to classification of dealers and
consumers.
 The last chapter is about the summary of findings, suggestions and
conclusion.
LIMITATIONS OF THE STUDY:

1. The study is absolutely confined to the Shimoga City.
2. The study is limited to small number of only 10 dealers and 40
consumers.
3. The data collected by the questionnaires and interviews are believed
to be factual.
4. Some of the consumers and dealers were skeptical about the study and
did not reveled useful required information.
5. Few the respondents were hesitated to answer and then persuaded to
answer.
6. Because of the Time constraints only limited numbers of respondents
were taken into account.

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6. ANALYSIS AND INTERPRETATION OF DATA
6.1 An Analysis of Consumers:
An analysis of contractors/civil engineers attitude:
The important purpose to understand the attitude towards paint brands

and also to examine with the paint they recommend to their clients, what is
their opinion about the Asian paints. The attitude of the contractor is so
considered because they plan an instrumental role in demand and supply of
paints. The information is collected to know their preference and opinion
about Asian paints.
Analysis of End users Attitude:
To analyze the attitudes of the end users is an important aspect to

know the market exactly. Today competitive world is so dynamic and
customer, Oriented. It is totally imperative for the markets to know and
understand the tastes, needs, preferences, attitudes, buying behaviour of the
customer to have a maximum hold on them, and build brand loyalty.
“Customer is our goal. He is not an interruption on our work; he is the

purpose of it. He is not depending on us. We are depending on them”. Hence
it is at most necessary to have a look and to understand this important aspect
of consumers and to mould their product in such a way so has to satisfy his
needs to fullest extent by using appropriate strategies. In many study a sample
size of 40 end users/customers is considered.

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Table -6.1: Shows the Respondents Awareness toward Paint Brands
No. of Degree of
Name of the Paint brands
Respondents Awareness %
Asian paints 36 91
Goodlass Nerolac paints 22 55
Agser Paints 12 30
22
Shalimar Paints 9
13
Berger Paints 5
ICI Paints 4 10
7.5
Jonson and Nicholson paints 3
2
Other paints – Kiran Paints 1
Source: Field Survey
Graph: 6.1: Shows the Respondents Awareness toward Paint Brands
A w a rn e s s to w a rd s p a in t b ra n d s
10 0% 91%
90%
80%
70%
55%
60%
50%
40% 30%
30% 22%
20% 13%
10% 7 .5 0 %
10% 2%
0%
A s i a n G o o d l a s s A g s e r S h a l i m a Br e r g e rIC I P a i n tJso n s o n O t h e r
p a i n ts N e ro l a c P a i n ts P a i n ts P a i n ts a n d pa i n ts –
p a i n ts N i c h o l s o nK i r a n
pa i n ts P a in ts
Source: Table 6.1

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Interpretation:
Total number of respondents chosen for the study is 40. In general, out
of 40 respondents approached almost are aware of more than one brand and
they have made multiple choices, 91% of respondents are aware of Asian
Paints; 55% of respondents are aware of Goodlass Nerolac Paints; 30% of
respondents are aware of Agser Paints; 22% of respondents are aware of
Shalimar Paints; 13% of respondents are aware of Berger Paints; 10% of
respondents are aware of ICI paints; 7.5% of respondents are aware of Jonson
and Nicholson; and finally other paints i.e., Kiran Paints 2% of people are
aware of it.
Table – 6.2 Shows the Paints Used by the Consumers
No. of
Name of the Paint brands Percentage
Respondents
Asian Paints 20 50
Goodlass Nerolac paints 08 20
Agser Paints 05 12
10
ICI Paints 04
Shalimar Paints 02 05
Other paints – Kiran Paints 01 03
100
Total 40
Graph: 6.2 Shows the Paints Used by the Consumers
Paints used by the consumers
5% 3% Asian Paints
10%
Goodlass Nerolac paints
12% Agser Paints
50% ICI Paints
Shalimar Paints
20%
Other paints – Kiran Paints
Source:Table 5.2
Interpretation:

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It is evident from the above table that 50% of the respondents have
used Asian Paints; 20% of the respondents have used Nerolac Paints; 12% of
the respondents have used Agser paints; 10% of the respondents have used ICI
paints; 5% of the respondents have used Shalimar Paints; 03% of the
respondents have used Kiran Paints.
Table – 6.3 Shows the Factors Influencing While Purchasing Paints
Influencing Factors No of Respondents Percentage

Personal Decision 21 53
Engineer 04 10
Contractor 02 05
Painter 05 12
Friends / Relatives 07 18
Others-Relationship
01 02
with retailers
Total 40 100
Graph:6. 3 Shows the Factors Influencing While Purchasing Paints
Influencing factors to purchase Paints
2%
18%
Personal Decision
Engineer
Contractor
12% 53%
Painter
5% Friends / Relatives
10% Others-Relationship with

Retailers
Source:Table 6.3
Interpretation:

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From the above table it is clear that among 40 respondents,

53% of respondents were taken personal decision; 10% of respondents were
influenced by engineers; 5% of respondents were influenced by contractors;
12% of respondents were influenced by painters; 18% of respondents were
influenced by Friends/Relatives; only 2% of respondents were influenced by
retailer relationship.
Table -6. 4 Shows Effectiveness Of Media On Personal Decision
Medias No. of Respondents Percentage
Television 27 67
Magazines 03 07
News papers 03 08
Posters 07 18
Total 40 100
Graph:6. 4 Shows Effectiveness Of Media On Personal Decision
Effectiveness of Media on Personal Decision

67%
70%
60%
50%
40%
30% 18%
20%
7% 8%
10%
0%
Television Magazines News papers Posters

Media
Source:Table 6. 4

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Interpretation:
It is evident from the above table around 67% of respondents
are come to know by Television media; 8% of respondents are come to know by
the newspaper media; 7% of the respondents are come to know by the magazine
media; and finally 18% of the respondents are come to know by the posters
media.
Table – 6.5 Shows That Factors Considering While Purchasing The Paint
Brands
Factors No. of Respondents Percentage

Quality 19 48
Price 05 12
Packaging 02 05
Product range 04 10
Brand image 04 10
Availability 06 15
Total 40 100
Graph:6.5 Shows That Factors Considering While Purchasing The Paint
Brands
Factors influencing to purchase different paint Brands

48%
50%
45%
40%
35%
30%
25%
20% 15%
12%
15% 10% 10%
10% 5%
5%
0%
Quality Price Packaging Product Brand Availability
Range Image
Factors
Source:Table 5.5

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Interpretation:
It is evident form the above table, around 48% of the respondents were
prefer quality of the paints; 12% of the respondents were prefer price; 5% of
respondents were look packaging; 10% of respondents for product range; 10%
or respondents were prefer Brand image; 15% of respondents for Availability
of the product.
Table -6.6 Shows The Criteria Considering While Purchasing the Paint
Brands
Criteria No. of Respondents Percentage

Smooth and uniform finish 13 33%
Water resistance 14 35%
Fresh look 05 12%
Washable 03 07%
Keep room cool 04 11%
Area painted per ltr. 01 02%
Total 40 100
Graph:6.6 Shows The Criteria Considering While Purchasing the Paint
Brands
Criteria considering to purchase paint brands
Smooth and uniform finish

11% 2%
7% 33%
Water resistance
Fresh look
12%
Washable
35%
Keep room cool
Area painted per ltr.
Source:Table 6. 6

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Interpretation:
From the above table we can conclude that 33% of respondents were
prefer to smooth and uniform finish; 35% for water resistance; 12%
respondents for Fresh look, 7% of respondents for washable; 11% of
respondents for should keep room cool; and finally 2% of respondents for area
painted per liter.
Table –6. 7 Shows The Opinion About Packaging
Types of package No. of respondents Percentage

Gunny bags/paper bags 03 08%
Drums 10 25%
Polythene bags 08 20%
Tin containers 19 47%
Total 40 100
Graph:6. 7 Shows The Opinion About Packaging
Opinion about package

50% 47%
40%
30% 25%
20%
20%
8%
10%
0%
Gunny bags Drums Polythene Tin containers
bags
Package Types
Source:Table 6. 7
Interpretation:

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From the above table it is clear that, 8% of respondents like

gunny/paper bags; 25% of respondents like Drums; 20% of respondents were
like polythene package; and rest (47%) of respondents like tin containers. 8.
Table –6. 8 Shows Opinion About the Pricing of Asian Paints
Criteria No.of Respondents Percentage

High expensive 05 12
Quite expensive 20 50
Reasonable 11 28
Quite inexpensive 03 07
Highly inexpensive 01 03
Total 40 100
Graph:6.8 Shows Opinion About the Pricing of Asian Paints
Opinion about price of Asian Paints

50%
50%
45%
40%
35% 28%
30%
25%
20%
12%
15%
7%
10% 3%
5%
0%
High Quite Reasonable Quite Highly
Expensive Expensive Inexpensive Inexpensive
Source:Table 6. 8

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Interpretation:
From the above table we can observe that, 12% of respondents opinion
towards price of paints is high expensive; 50% of respondents opinion is quite
expensive; 28% of respondents feel reasonable price; 7% of respondents feel
quite inexpensive; and finally 3% of respondents fed highly inexpensive.
Table -6. 9 Shows That Response of Respondents Satisfaction Towards Asian

Paints
Satisfaction level No. of Respondents Percentage

Very satisfied 11 28
Satisfied 26 65
Neutral 02 05
Not satisfied 01 02
Total 40 100
Graph: 6.9 Shows That Response of Respondents Satisfaction Towards
Asian Paints
Consumer Satisfaction towards Asian Paints
5% 2% Very satisfied
28%
Satisfied
Neutral
Not satisfied
65%
Source:Table 6. 9
Interpretation:

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From the above table we can come to know that, 28% of

respondents were very satisfied; 65% of respondents were satisfied; 5% of
respondents were in neutral; 2% of the respondents were not satisfied.
6.2 An Analysis of Dealers
The purpose of this dealer survey is to group the aspect of dealer’s
behavior regarding brands of paints do they prefer, reason for choosing
specific brands, and parameters of choosing, awareness, to know their feeling
about the prospects of brand in future. To know, and collect their opinion,
suggestions about paint brands.
It is of immense importance to understand the dealers’ attitude towards

a particular brand of paint in order to achieve marketing goals and to serve the
dealers to build the brand image. Dealers play very important role in
promoting products is paint, and become a means of publicity for the paints,
hence reduce the cost of promotion by the company. Dealers play a vital role
in influencing to the consumers. The total number of dealers chosen for the
study is 10.
Table – 6.10 Shows That Dealers Awareness About Different Paint Brands
Name of the paint brands No. of Respondents Percentage
Goodlass Nerolac Paints 10 100

Asian paints 10 100
Shalimar paints 07 70
Agser paints 06 60
Kiran paints 03 30
ICI paints 08 80
Berger paints 07 70
Esdee paints 01 10
Alfaline paints 01 10
Indocem 01 10
Graph:6. 10 Shows That Dealers Awareness About Different Paint Brands

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10 Dealers
10 Awareness towards Different Paint Brands
10
9
8
8
7 7
7
6
6
4
3
3
2
1 1 1
1
0
Esdee
Goodlass Asian Shalimar Agser Kiran ICI Berger Alfaline Indocem
Nerolac paints paints paints paints paints paints paints paints
Paints
Source:Table 6.10
Interpretation:
The number of dealers chosen for the survey is 10
From the above table it is clear that, the dealers are aware of more than
one brand, they have made multiple choice. 100% dealers are aware of Asian
paints; 100% dealers are aware of Nerolac paints; 70% of dealers are aware of
Shalimar paints; 60% of dealers are aware of Agser paints; 30% of dealers are
aware of Kiran paints; 80% of dealers are aware of ICI paints; 70% of dealers
are aware of Berger paints; and Escee, Alfaline, and Indocem Paints are 10%
each.
Table -6. 11 Shows That Dealers Are Dealing With Following Brands:

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Brands No. of Respondents Percentage

Asian Paints 10 100
Nerolac Paints 10 100
ICI 07 70
Esdee paints 06 60
Alfaline paints 03 30
Berger Paints 08 80
Agser paints 07 70
Shalimar Paints 01 10
Graph:6. 11 Shows That Dealers Are Dealing With Following Brands:
Brands dealers dealing

100% 100%
100%
90%
80%
80%
70% 70%
70%
60%
60%
Dealers 50%
40%
30% 30%
20%
10%
10%
0%
Asian Nerolac ICI Esdee Alfaline Berger Agser Shalimar
Paints Paints paints paints Paints paints Paints
Brands
Source:Table 6. 11
Interpretation:
Among 10 dealers in general, 80% of dealers are dealing with Asian
Paints; 50% of dealer are dealing with Nerolac paints; 30% of dealer are
dealing with ICI paints; 10% of dealers are dealing with Alfaline paints; 10%

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of dealer are dealing with esdee paints;30% of dealers are dealing with Berger
paints; 40% of dealers are dealing with Agser paints; 30% of dealers are
dealing with shalimar paints.
Table – 6.12 Shows That Fast Moving Brands In the City
Name of the paint Brand No of Respondents Percentage
Asian Paints 7 70
Nerolac 2 20
ICI 1 10
Total 10 100
Graph 6.12 Shows That Fast Moving Brands In the City
Fast moving brands in the city
10%
20% Asian Paints

Nerolac
ICI
70%
Source:Table 6.12
Interpretation:
Out of 10 dealers, among all the brands, 70% of respondents opinion;
Asian paints is the fast moving brand; 20% says that Nerolac is a fast moving
brand and 10% says that ICI is fast moving brand.

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Table -6. 13 Shows That Package Preferred By Dealers
Types No. of respondents Percentage

Gunny/paper bag 3 12
Plastic Drum 7 29
Polythene bags 4 17
Tin container 10 42
Total 24 100
Graph 6.13 Shows That Package Preferred By Dealers
Package preferred by dealers
12%
42% Gunny/paper bag
Plastic Drum
29% Polythene bags
Tin container
17%
Source:Table 6. 13
Interpretation:
Among the 10 respondents many made multiple choice, as a result of
total is 24 not 10. Around 12% (10) respondents are preferred Gunny/paper
bag; 29% of respondents (dealers) prefer plastic drum; 17% of respondents
(dealers) preferred polythene bags; and 42% of respondents (dealers)
preferred Tin containers.

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7. SUMMARY OF FINDINGS
 Asian paint is very popular brand is used by all class of people: From
the study it is clear that the Asian Paint is one of most preferred brand
by the customers.
 Middle and upper income group people use Asian paints. A bird’s eye
view towards consumer’s attitude is that, study clearly revealed that,
the majority of respondents who used Asian paints. So it is clear that
the consumers having positive attitude towards Asian Paints.
 As per the survey, the major factors which are influence the consumer
are: Good corporate image, Quality of Services, Availability of
products, range of products, etc.,
 Brand loyalty and profit margin influence dealers to deals with Asian
Paints: As per the survey 80% of the dealers prefer Asian Paints as a
major brand in there outlet. This is mainly because of the brand loyalty
and profit margin which the Asian Paint is having.
 Competitive efficiency of Asian Paints: As per the view of “Peter F
Druker”, efficiency means “doing the things right”. A decision even
though it based on effective plans it can become successful only when
there is efficiency.
The study reveal that the company having more colors (1200 varieties)
when compared to other paints, such as Agser, Berger, ICI, Nerolac, etc., This
is one competitive advantage for the Asian Company compared to
competitor’s company.
6.2 RECOMMENDATIONS
While conducting the survey, many respondents have given their

suggestions for improvement of Asian paints. Some suggestions and
conclusions which would be better if the Asian company thinks to implement
which are going to help for the better prospects of the companies and very
essential to maintain and increase its strong position in the paint industry.

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PRICING
 First and foremost aspect is of appropriate pricing. The pricing
strategy should be so reasonable and value added, that is should be
affordable to buy the paint buy all class of people who want to paint
their building.
 Pricing is very crucial aspect in Paint Industry. Price of Asian paint is
quite costly. Pricing should be made reasonable and conducive and
affordable.
ADVERTISING
 Rural advertising is also advisable to attract more number of rural

buyers.
 Intensive wall painting with attractive and delightful colors with
rememberable and meaningful slogan would be favorable to increase
the awareness and sales.
DELIVERY
 Strict and convenient logistics is to be maintained to keep the dealers

and customers there of happy with the timely delivery of the material.
MOTIVATION TO DEALERS
 Motivation to the dealers has on their performance is very
commendable present through awarding them with best no l.
Performer certificate, conferring them with gift etc., but it is to be
made more intense and all dealers are to be satisfied with special
occasion gifts, foreign tour packages, contests are to be arranged for
them occasionally for entertainment to upkeep the motivation and
which interns increases the sale of the product.

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8. SUGGESTIONS & CONCLUSION
 Many people who have made color selection do not know how to use
the technology introduced by Asian paints. So measures should be
taken so that the consumer become aware of how the colour selection
can be made and the benefit they get from new technology.
 Incentives for the dealers in the form of discounts and commission are
to be made effective and attractive further more.
 To adopt efficient and effective product mix and market mix strategies
to retain and improve the present market leadership status.
CONCLUSION
In this competitive world, many competitors are found any industry. A
business is a Socio-Economic entity that functions admit a turbulent
environment that is dynamic and influences the industry as a whole. There are
a host of paints companies in India which are striving to gather a substantial
market share and to become a market leader in the industry.
The 20th century brought an enormous of articles requiring protective
coating a corresponding production of paint products was achieved by
intensive research effort. 20th century saw important development in paint
technology.
Asian paint is very popular brand is used by all class of people. Brand
loyalty and profit margin influence dealers to deals with Asian Paints. Asian
paints have more colors (1200 varieties) when compared to other paints, such
as Agser, Berger, ICI, Nerolac, etc., This is one competitive advantage for the
Asian Company compared to competitor’s company.

MB801025

Consumer Attitude towards Asian Paints

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Consumer Attitude towards Asian Paints

Customer behaviour study is based on consumer buying behaviour, with the

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in an ordinal scale simultaneously. The most important characteristic of a

Consumer behaviour is influenced by: demographics, psychographics

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2. HISTORY OF PAINTS AND COATINGS

Paint - the group of emulsions generally consisting of pigments

In the mid-1880s, paint factories began springing up in population and

Besides mechanizing and professionalizing the paint industry, the

Many of today’s paints and coatings may go unnoticed by the

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As soon as the impact and potential risks of various paint components

Industry consensus standards limiting the use of lead pigments date

Contemporary paints and coatings consist of countless compounds

“Paint” ranges from the broad group of environmentally-sound latex

Paints were in use for representational and decorative purpose for

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EMERGENCE OF PAINT WITH MODERN TECHNOLOGY:

The 20th century brought an enormous of articles requiring protective

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1. OIL BASED PAINTS:

Painting in oil colors, a medium consisting of pigments suspended in

2. HAMMER TONE FINISHES:

Hammer finishes a used extensively on instruments, metal surfaces,

3. HEAT RESISTANT PAINTS:

Washable distempers highly economical and trusted. These distempers

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It is an economic interior/exterior wall finish. It gives protection to

INDIAN PAINT INDUSTRY AN OUTLOOK:

There is an abundance of paint manufacturing companies in India

The chronological order of establishment is as follows:

 Goodlass Nerolac 1920 Jenson and Nicholson 1922 Berger

 1923 Honyle 1923 Garware 1931 Asian paints

 1942 ICI 1951

The industry is broadly divided into 2 segments, industrial and

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This implies growth of around 8.5% p.a. 6 large paints companies in

The Asian paints, which is a market leader with a turnover of 20.67

This has contributed to high quality standards supplier of reliability

To narrow this gap, manufacturer will have to go in for joint ventures

TECHNOLOGY TIE- UPS:

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IT’S ALL ABOUT YOUR HOME:

As we move towards becoming the one company that create beautiful

Now we shall work towards being innovative, friendly, individualistic,

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3. CORPORATE PROFILE - ASIAN PAINTS

The October’ 2002 issue of Forbes Global magazine USA ranked

Most famous paint companies operating in India at that time set it up as a

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Asian Paints manufactures a wide range of paints for Decorative and

To keep abreast of world technology and to protect its competitive

It has also drawn on the world’s latest technology for its

The company places strong emphasis on its own in-house R&D,

The company boasts of state-of-the-art manufacturing plants at

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In June 2002, Asian Paints plant in Patancheru was conferred “The

Asian Paints was one of the first companies in India to extensively

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 Ashwin S Dani Non-Executive Vice Chairman

 Murthy P M Managing Director & CEO