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SYNOPSIS FOR RESEARCH PROJECT REPORT

(BBA-605)

On

A STUDY ON CUSTOMER SATISFATION TOWARDS ASIAN PAINTS IN LUCKNOW CITY

Towards partial fulfillment of

Bachelor of Business Administration (BBA)

(BBD University, Lucknow)

Submitted to:

Ms. Vaishnavi Pandey

Submitted by:

Anushka Keshari Roll No. 1140671043

Session 2016-2017

School of Management

Babu Banarasi Das University

Sector I, Dr. Akhilesh Das Nagar, Faizabad Road, Lucknow (U.P.) India

1.

TOPIC:

“A STUDY ON CUSTOMER SATISFATION TOWARDS ASIAN PAINTS IN LUCKNOW CITY

2. INTRODUCTION & REVIEW OF LITERATURE:

Customer satisfaction, a business term is a measure of how products and services

supplied by a company meet or surpass customer expectation. It is seen as a key performance

indicator within business and is part of the four of a balanced scorecard.

Increasing competition (whether for-profit or nonprofit) is forcing businesses to pay

much more attention to satisfying customers. In a competitive marketplace where businesses

compete for customers, customer satisfaction is seen as a key differentiator and increasingly has

become a key element of business strategy.

Organizations

need

to

retain

existing

customers

while

targeting

non-customers.

Measuring customer satisfaction provides an indication of how successful the organization is at

providing products and/or services to the marketplace.

Customer satisfaction is an abstract concept and the actual manifestation of the

state of satisfaction will vary from person to person and product/service to product/service. The

state of satisfaction depends on a number of both psychological and physical variables which

correlate with satisfaction behaviors such as return and recommend rate.

Paint is a generic term for a range of chemical substances that help protect surface a keep them

looking good. Paint is defined as a group of emulsion, consisting of pigment suspended in a

liquid medium, for use as decorative or protective coating. Today, contemporary paints and

coatings consist of countless compounds uniquely formulated to fulfill the varied requirements of

hundreds of thousands of application. “paint” ranges from the broad group of environmentally-

sound latex paint that many consumers use to decorate and protect their homes and the

translucent coating that line the interior of food containers, to the chemically-complex, multi-

components finishes that automobile manufacturers apply on assembly line.

ASIAN PAINTS LTD:

Asian paints are the largest player in India, and also the market leader in decorative paint, with a

41%market share. It has a domestic installed capacity of 1,62,700 tpa for paint. With the

government planning thrust in the housing sector, players like Asian paints stand for the benefit,

as the demand for decorative paints will grow.

LIETARURE REVIEW

Surveys conducted from the University of Michigan Business School (2001) led to the

result that customers feel disrespected and mistreated by banks, hotels, etc. Related surveys

revealed that there is a decline in the level of respect given to clients and despite the fact that

business is growing the quality shrinks. This reality had a direct impact, not only in customer’s

satisfaction, but also in the profitability and performance of the companies.

According to Reis et al. (2003), there has been a fundamental shift in how companies

treat their customers. With the help of technology organizations can measure what are the

expectations of their customers and then deliver quality products and services at a profit.

Anderson et al. (1994) proved that the increasing of customer satisfaction leads to higher and

more

stable

profitability,

increased

consumer

willingness

to

pay

price

premiums,

recommendations of new potential customers, more usage of the product, higher repurchase

intentions (Reitchheld 1996), and higher levels of customer retention and loyalty (Fornell 1992;

Anderson & Sullivan 1993).

Drucker (1954) underpinned that the principle purpose of a business is to create satisfied

customers. According to Oliver (1980), “Customer satisfaction is generally described as the full

meeting of one’s expectations”. Fornell (1992) defined customer satisfaction as an overall

evaluation of the total purchase experience compared with pre-purchase expectations over time.

Oliver (1999) regarded satisfaction as a fulfillment judgment, focused on a product or service,

which is evaluated for one time or repeated consumption. Oliver (1997) claimed that satisfaction

is derived from the Latin satis (enough) and facere ( to do or make).

3. SCOPE OF THE STUDY

Selling process should be studied and improved.

Customer satisfaction study has to be included.

Product quality study should be done.

This study can be extended by any paint manufacturer (Asian Paints, Nerolac or even

Berger Paints) to launch a new product in the market.

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