CONSUMER ATTITUDE TOWARDS DU PONT PAINTS

case study of Vasu Hardware, Shimoga

Chapter-1
INTRODUCTION
 Objectives of study
 Scope of the study
 Limitations
 Consumer behaviour
 Methodology

Chapter-2
HISTORY OF PAINT
 Development of paint
 Evolution of paint
 Types of paints

Chapter-3
COMPANY PROFILE
 Evolution of Company
 Products and services
 Dupont Vision
 International operations

Chapter-4
Comparison between Dupont paint and other
Automotive paints
 Introduction
 Distribution channel of the Dupont paints

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  Profit analysis
 Sales analysis

Chapter-5
Profile of Vasu Hardware

Chapter-6
Data Analysis and Interpretation

Chapter-7
Analysis of survey findings, Suggestions and Conclusion

Annexure
 Questionnaire
 Bibliography

2
 Chapter-1
Chapter-1

INTRODUCTION

 OBJECTIVES OF STUDY

 SCOPE OF THE STUDY

 LIMITATIONS

 CONSUMER BEHAVIOUR

 METHODOLOGY

3
 INTRODUCTION

This project report is aimed at analysis of consumer response of

paints with special reference to DuPont automotive paint however a case

study is made on Vasu Hardware Shivamogga

For this purpose data has been collected by different sources

dealers, consumers, automotive garages and commercial showrooms etc,

Marketing has a special significance in the modern management of

business and industries and it is one of the managerial concept unless it is

properly understood and put into practicing the right use many of the

business are the industrial enterprises will collapse are true failure. The

objective of all business enterprises is to satisfy the needs and wants of

the customers. Therefore the marketing is the focal point of the business

activity. Production purchase has no meaning unless a firm is able to

market the goods and services. Nothing is equally important from the

national viewpoint. It is true marketing that individual and social needs

are satisfied. Marketing helps in improving the standard of living of

people by providing a wide variety of goods and services.

The modern market consumer is the king. So a producer’s rate is

decided by the action of the consumer. That is either buying the product

are reject it so producer tries hard to achieve competitive efficiency over

4
the other by adopting new technology in production and cost reduction

measures.

Consumer oriented marketing points out that the primary task of

business is to study needs desires and values of the potential consumers

and on the basis of the latest and accurate knowledge of market demand.

Enterprise must produce and offer the products, which will give the desire

satisfaction and service to the customers better than the competitors.

Accepting of marketing concepts necessities a through knowledge of

consumer’s preferences, attitudes and motivation. Consumer orientation

has become a very important concept namely sales oriented concept is

concerned with consumer oriented of marketing means providing goods

and services to consumers. They contribute towards welfare of both

consumer and marketers.

Traditional marketing has been defined in the narrow sense as the

performance of the business activities that directs the flow of goods and

services from producer to consumers or users.

Under modern marketing concept more than a mere physical process

by which products are matched with the market and through which

transfers of ownership are effected market and through which with the

market implies determining the

5
 Requirements of potential customer and designing producers that

satisfy these requirements modern marketing is thus the integrated process

of identification assessment and satisfaction of human wants the focus is

the customer and his wants.

To do the intelligent planning marketers need information accurate

sales forecasting marketing plans and programmers’ through organized

information system. We should have profitable marketing activities.

Minimum risk and uncertainties.

This project report offers details regarding the consumer response

in Shimoga city, reference has been made between the DuPont automotive

and other automotive paints and by the survey findings and analysis

maximum percentage of the consumers in this city are making use of this

paint. And this paint stands 1st in durability and life giving.

6
OBJECTIVES OF STUDY

The main aims and objectives of the project report are as follows:

 To know the consumer attitude toward DuPont automotive paints in

Shivamogga city.
 To know the position of DuPont automotive paint against other leading

companies producing automotive paints.

 To find out the factors that influences the consumer buying behavior.
 To give proper conclusion for improving the marketing of paints.
 To study the general problems in marketing, distribution and sales of

the DuPont automotive paints.

 To know about the performance of the dealers in marketing the paints

and their sales profits

SCOPE OF THE STUDY:

The study of this project report is confined to Shivamogga city

only. The study was conducted to know the attitude of buyers regarding

the various brands of paints and their performances. The study was also

intended to know the buyers attitude towards DuPont automotive paints.

Their frequency of purchasing DuPont paints their opinion regarding the

quality, color and price etc.

METHODOLOGY:

7
 Both primary and secondary data are collected to bring out this

project report and are collected personally. Preparing questionnaires and

collects data by interviewing with the salesman and authorized dealer.

Secondary data were collected from market strategy and other printed

sources provided by the company. For the purpose of analyzing marketing

performance of DuPont automotive paints and their problems and other

details are collected from the salesman of the company and dealers of the

DuPont automotive paints.

Primary data have been collected through

 Personal interview with salesman, dealers and customers.

 By the process of random sampling.

 Prepare a questionnaires and conducting market survey

Secondary data :

This another source of information that I got from secondary sources by

means of the following.
 Dupont paints
 Auto magazines
 News paper and journals
 Web sites
 Friends and relatives etc.

8
 For the purpose of analyzing marketing performance of Asian paints
and their problems and other details Data have been collected from the
salesman of the company and the dealers of the Dupont paints.

LIMITATIONS:

When the consumers were contacted and requested for their opinion

through personal interview about the study perfect answers were not

obtained because some have shown their reluctance to respond due to

different reasons.

But as for as possible it has been tried level best to get the correct

exact and precise information towards the study.

Since the paints are costly and durable one it is rather difficult to

get response from all sections of community. The scope of the study is

limited to Shimoga city and the inferences have been drawn with the help

of the opinions the respondent of Shivamogga city only. Therefore, there

are chances of influences becoming unsuitable in such marketing

environment, which have completely a different up of marketing trends.

The time allotted for surveys is very limited. It has become difficult to

collect more and more information from large respondents.

9
CONSUMER BEHAVIOUR:

Consumer behavior is one of the important variable on controllable

in the marketing environment. Buyer’s 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 formulation of marketing programmers to respond favorably buyer

behavior in the market place.

Every marketing activity revolves around the customer in early

stages of economic evolution the consumer had to accept what producers

had produced but today the consumer dictates terms to the manufacturer

to manufacture the products he wants. Consumer purchases a commodity

as dictated by their mental economic forces. As consumption initials

production the producers’ purchases this helps into offer a total product

that can give consumer satisfaction.

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 Chapter-2
Chapter-2

HISTORY OF PAINT

 DEVELOPMENT OF PAINT

 EVOLUTION OF PAINT

 TYPES OF PAINTS

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 HISTORY OF PAINT:

Paint has been in use since prehistory. Evidence Survives in early

caves painting and the ancient Chinese are considered to have brought its

manufacture and use to state of perfection tens of thousand of years ago

the painted decoration and hieroglyph phics of the ancient Egyptians

demonstrate later stunning examples paint is made up of a pigment, a

binder to hold it together and appropriate thinners to make it easy to

apply. Before the nineteenth century the word ‘Paint’ was only applied to

oil bound types; those bound with glue were called distemper. A

vernacular alternative for farmhouse and cottages was ‘Lime wash’ or

‘Colour wash’.

The bible relates that when Noach built the arch he was instructed

to “Pitch it within and without with pitch”. The pitch familiar in biblical

times would have been either naturally occurring asphalt are the resign

extended from a tree such a pine; it provided a protective coating.

Asphalts and natural resins are still used today in marketing certain

surface coating asphalts and bitumen is used today in roof coating a resign

is processed chemically for using same kinds of varnishes.

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DEVELOPMENT OF PAINT

Although little was known of the protective functions of paint until

the modern era, its use for decorative purpose goes back to the cave

drawings of Stone Age. Paint plays an important part in the Colour

conscious aesthetics of classical Greece and was widely used in

architecture sculpture, furniture and interior decoration and for industries.

The Athenian temples that are seen today in anstere witness were

originally and partly pointed. The colouring like the architecture was

planned in terms of overall effects and the buildings of acropolis were as

carefully harmonized in the Colour as in line.

The part of each building were painted are recessed or projecting

surfaces and those surfaces that provided a background for friezes and

sculptures. The friezes themselves, such as those of the Parthenon, had

touches of Colour to indicate details of dress, weapons etc, statues also

were coloured, at least partially, lips, hair, eyes and drapery were painted

and an application of wax, subtly graduated to harmonize with the

sculptural effects was used to indicate flesh tones. The colouring of

sculpture like that of architecture was employed to fit in with the

background which accounts for the sculptured figures an ancient

13
Babylonians and Egyptians applied coloured paints to walls, ceilings,

floors, tombs, pottery and like.

There has been more technicians advancement in the coating

chromed them. In fact there was more different formation of organic

protective

Coating in use today than there is this article. The acropolis having

green eyes and blue beard. A sculptor usually passes his work along to

painter to be worked and coloured. According to penny when braxitiles

was asked which office creation he was most pleased with, he answered

that his best work were those that had been finished by Niles and the

painter.

For many centuries paint remained a costly luxury laboriously

produced by individual crafts man and reserved for those who could

offered to indulge their aesthetic sense. For olden days, people are not

ready to decorate their house with paints or use paints for vehicles.

Machines and other materials etc. Because in those days, peoples are

difficult to find a small space to sleep what did they do with paint because

they used lime kemmanu for their furniture in their house to paint.

It was a long time however before research caught up with industrial

needs the practice was repaint equipment frequently rather than to attempt

14
the development of long lasting protection. As late 1910 so few chemists

were occupied with print technology that it was said that one of them

could probably name all the others. This situation changed abruptly after.

EVOLUTION OF PAINT:

The earliest known use of paints was in the cave dwelling of

prehistoric men 50,000years ago. The cave dwellers used red, yellow and

black pigments with binders on animal fat. The Egyptian has seven

colours, including blue and green and variety of binder they are credited

with the discovery of varnish. The Greeks and Rome increased the

number of paints.

Paints were used representations and decorative purpose for

thousands of years before the idea of using them as protective coating

appeared the earliest known paintings found in caves of account, France

and Allumina, Spain mode with iron oxide and applied without binder

date from as easily as 1500 B.C early people of African and American

also used paints to decorate temples and dwellings. The Egyptian

prepared colours form soil and by 1500B.c imported such dyes as indigo

and madder to make blue and red pigments by 1000B.C they had

15
developed or varnish from the gum of Acacia tree that contribute to

performance of this art.

OIL BASED PAINT:

Until the end of 19th century most of the paints are oil base, which

formed a thin on drying the linseed oil, is the lowest and most common oil

although castor and fish oil were in use in the 19 th century since 19th

century. Perilla oitica and lung oil, which is derived as a by-product in

paper making has gained, and increasing share of the market among

vegetables oils developed for the paint industry in last 50years are

sunflower and Soya oils.

WATER BASED PAINT:

Various types of water based paints are used for centuries the

ancient Egyptian and Hebrews are known to have made paints from water

and freshly burned lime which milk curds were added to act as binder.

The use of paint declined during middle ages but was received

during the renaissance period during the early Americans colonial days it

was a mark of wealth to have painted to houses. In the 20 th century the

majority of American’s houses were painted inside and outside or both.

16
 Until the 19th century pigments and binders had to be mixed by the

painter ready mixed paints were developed in the 1860’s since that time

improvements in the quality of ready mixed paints have been made

continuously.

THE REAL SPIRT:

By 20th century the development of synthetic resins and rubber

caused and sudden increase in the number and kinds of paints available

some special purpose paints such as ant fungal paint for the walls of ships

and fire-resistant paint were developed during World War II especially for

military application.

EMERGENCE OF PAINT WITH SCIENCE AND TECHNOLOGY

The 29th century bought an enormous proliferation articles requiring

protective coating a corresponding proliferation of paint product was

achieved by extensive research efforts the dye industry contributed the

knowledge needed to upgrade and evaluate pigments and plastic industry

also contributed the development of polymers.

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 The most significant change in paint technology on this century is

the return to “igneous” system (water based paints) at a level of

sophistication and complexity never achieved by Egyptians.

Largely as result of development on water based paints a revolution

has to be taken place in the paint industry in the last 50years and materials

of which paint is made the use, which it is put, and the method by which it

is applied have been radically changed.

Now the industry is stable the raw materials are virtually unlimited

now with standing competition from plastics decorative fabrics and

ceramic files.

TYPES OF PAINTS:

PLASTIC PAINTS:

It is used for interior decoration it is a mixture of plaster of Paris

powder and mica. It is marked as dry powder and it is mixed with water

to stiff paste which is then applied by scoop shaped tool with a short

handle it is finally given a heavy stipple plastic paints dries very hard by

gives a smooth decorative finish for interior surface

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FLOOR PAINTS:

These are mainly used on wooden and concrete floor; concrete

floors are painted fro-decorative purpose, protection of concrete from oil,

grease and chemical and to prevent dust.

ANTI-CORROSIVE PAINTS:

These paints are widely used to prevent corrosion the

corrosion paints consists of special corrosion inhabiting pigments and the

binders and material such as drying oil varnishes etc.

ROAD MAKING PAINTS:

These paints are used on concrete and road surface of car

parking, aerodrome, railways and industries.

This of paints takes less time to dry up this paints have better

resistance land good weathering resistance. They can be safely used on

concrete car park railway etc.

HAMMER FINISHERS:

Hammer finishers are used extensively on instruments, metal

surfaces, typewriters, office furniture and sheet metal work. The

advantage of metallic paint is that they do not collect dust.

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HEATING RESISTING PAINTS:

These paints are used to cover warm and not surfaces such as

cylinders heads of aircrafts engine over balers these paints can be made to

stand a temperature up to 1500C without any Colour change in the

painted materials.

ENAMELS:

They are made of combining pigments with varnish enamels

from a hard tough film with a glass or semi-glass finish they are durable

and easily washed.

FIRE-RESISTANCE PAINTS:

Fire resistance paint are widely used in sips, office, hotels,

factories and aircraft they should not be confused with heat resistance

coating which are used on boilers and not pipes and are designed to

withstand continues exposure to evaluate temperature without igniting or

loosing their protective or decorative qualities. The fire resistance coating

is designed to reduce the flammability of the surface to which it is

applied.

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COMPONENTS OF PAINTS

Paints are made of basic ingredients some of which are natural

while others are synthetically manufactured the following are the three

major portion of the total raw materials.

a) Resins

b) Solvents

c) Pigments

Other important raw materials used in paint are as follows:

Carbon black, Glycerin, Zinc-oxide, Antimony oxide which lead iron

oxide, Chromium oxide etc

The following table shows the share of consumption of major raw

material and other raw materials used in the manufacturing of paints:

RAW MATERIAL CONTENT

ITEM SHARE (%)

Resins 80%

Solvents 10%

Pigments 5%

Others 5%

Total 100%

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MANUFACTURING PROCESS:

In general paint manufacturer which was considered simply 2

mixing operation decided age, has become 2 special branch of chemical

industry. Now care is taken by employing lasting techniques of process

control and industrial engineering to produce good quality surface coating

at low cast and better durability. By adequate research and development

on this field a new era has landed up is giving a wide range of special

finishe

The outline of manufacturing is given below with the help of 7steps.

1. Weighing the liquid material for the paints vehicle is the first step in

making paint bring the material from storage areas.

2. Some liquid vehicle is poured in the large mechanical mixers. The

pigment or colouring material of the paint is added at this paint

mixture from a paste.

3. Then this paste is paused to the roller mill through pipes. This roller

grinds the vehicle and pigment into a paste that has the desired

smoothness and intensity of Colour. After grinding the paint flows

into a large mixing tank where it is thinned and tinted.

22
4. To make the paint thinner, the manufacturer adds solvents, catalyst and

vehicle. In the tinting process a small amount of pigment is added so

as to give the desired Colour and shade.

5. Sample of paints are now taken to a laboratory and tested to see that

the paints has needed the established or estimated Colour standard and

has proper drying body and other qualities.

6. After the paints are tested then the paint is allowed to the strainers. So

as to remove bits client which are present in the paint.

7. After the paint is filled into the can with the help of filling machine

these filling machine fills the right amount of

8. Paint in the can. Then these filled can be loaded on trucks and trains so

as to meet to consumer.
A French immigrant founded Dupont in 1802 by the name of

Eleuthère Irénée du Pont. In its origins, the company’s main revenue

source came from the manufacture of explosives. In 1912, the company

was declared a [[Antitrust legislation monopoly]] since it controlled 75%

of the powder market. Dupont has transformed itself three times since its

creation; the first 100 years (19th century) were focused on the

manufacture and distribution of explosives, the next 100 years (20th

century) were focused on the invention of synthetic fibers, and the last 10

years have been focused on industrial [[biotechnology]] and plant

23
genetics. Today, Dupont employs over 59,000 workers and reports annual

revenue over 28.9 billion.

Dupont car paints range, which was launched in India in October

1995, has made great strides in developing customer loyalty for the brand

in a wide cross section of body shops all over the Country. Car owners

appreciate the excellent color quality offered by Dupont.

In its effort to upgrade the skills of the refinishers in car

dealerships Dupont has set up an excellent training facility at Manesar

Gurgaon. Regular training sessions are conducted and customers have felt

the value addition Dupont offers to the trade in color matching and

application skills.

The distribution network of Dupont stockiest is wide and present

in more then 100 cities across India. Key car manufacturer’s dealerships

have installed the mixing system of Dupont Refinish and have benefited

both in terms of productivity and customer satisfaction.

The coming years should see even greater number of cars being

painted with Dupont paints in India.

Chapter-3
Chapter-3 24
 COMPANY PROFILE

 EVOLUTION OF DUPONT AUTOMOTIVE PAINT COMPANY

 PRODUCTS AND SERVICES

 DUPONT VISION

 INTERNATIONAL OPERATIONS

25
 PART OF THE HISTORY

1924:

Dupont develops “DUCO” nitrocellulose lacquer, revolutionizing

the automotive industry: For the first time in history, an automotive finish

could be applied with a spray gun-speeding up automobile production and

giving customers a range of new Colour choice.

1929:

Dupont introduces DULUX alkyd enamel, an extremely tough finish

needing no compounding.

1956:

Dupont introduces LUCITE acrylic lacquer: said to be on more

cars than any finish in history.

1990

Dupont introduces IMRON polyurethane enamel, extremely durable

high-gloss finish.

2005:

Dupont introduces the CENTAIR system on one set of tints for all solvent

borne topcoat qualities.

26
2009-12:

Dupont CROMAX waterborne basecoat is introduced, an

environmentally friendly waterborne basecoat drastically reducing volatile

organic compounds.

EVOLUTION OF DUPONT AUTOMOTIVE PAINT COMPANY

Dupont Automotive Paint in India is a subsidiary of US based $

27billion E.I Dupont de Nemours and company, a 204-year young science

and technology company and one of the oldest industrial enterprises in the

world found in 1802 in Wilmington, Delaware, USA, Dupont delivers

Science-based solutions for markets that make a difference in people’s

lives. Today we operate in more than 70 countries worldwide.

Dupont associated with India is since1802, when the first

shipment of Raw materials for black powder for explosives was imported

from India into the US. Today, Dupont India markets a wide range of

products in varied markets a wide range of products in varied market

segments including agriculture, food and nutrition; health care; home and

construction; electronics; safety and protection; and transportation and

infrastructure, brining to

27
Life its powerful philosophy of The miracles of Science to create a better

world for all.

The company has production facilities in India for Dupont

Engineering polymers (at savli near vadodara, and at Madurai), Dupont

crop protection products (at savli), Dupont liquid packaging systems (at

savli), Dupont refinish (at savli) and pioneer seeds (at me dhal near

hyderabad). We employ about 700 people in the country (in Dupont and in

our subsidiary companies) and provide indirect employment to another

2500.

The research and development activities of Dupont in India include

and R&D center that conducts field trials for crop protection products, and

nation wide R&D centers for pioneer. Seed research toward development

of hybrids relevant to different crops in India. The solae company a

Dupont joint venture, has a regional application development center in

India and supports pioneering research studies in the area of protein

technologies through its association with various academic and research

institutions in the country.

Everyday Dupont helps its customers outpace the competition by

bringing the miracles of science to automotive design and development.

This web site contains hundreds of case studies detailing how Dupont

28
brings innovative ideas and material solutions to every major system of

the vehicle.

PRODUCTS AND SERVICES:

The information and lines on these pages will help and

guide you to detailed product information for any of the more than 100

products Dupont offers for use throughout the vehicle.

APPLICATION:

Selected the vehicle system of interest to you and learn how

Dupont materials and technologies are used in hundreds of application.

MANUFACTURING:

Consumers want durable, quality products that perform, while

manufacturers must meet these needs consistently as well as anticipate

new development. The remarkably broad set of Dupont products and

services touch virtually every manufacturing industry, giving designers,

builders and other manufacturing professionals the tool to create quality

products that stay in use for decades.

Dupont science informs all its manufacturing products. This

includes polymers that easily mold plastic or metal into next generation

designs or brighter, ore alluring textile dyes. It also means lubricants that

29
lower maintenance costs by reducing equipment breakdowns and bacterial

tests that prevent loss of spotting contaminant.

DUPONT VISION:

To be the worlds most dynamic science company creating

sustainable solutions essential to a better, safer, healthier life for people

everywhere.

DISTRIBUTION CHANNEL:

The critical success factors in the decorative paints business are

availability of wide range of shades and extensive distribution network.

The company has 4 manufacturing facilities and more than 2800 stock

keeping units (SKUs). These are supported by 6 regional distribution

centers, which cater to 55 depots. Each depot has a branch manager for

supervision of several salespersons who cater to more than 14,500 dealers

in the more than 3,500 big and small cities all over the country.

Moreover, APIL has consistently improved its IT systems over the years.

It has already linked all of its factories and 55 depots through v-SAT

terminals, which in turn has given benefits in streamlining the distribution

channel.

30
INTERNATIONAL OPERATIONS:

APIL has established overseas subsidiaries for manufacture of

Automotive paints at USA. The main branch of Dupont is in USA

SALES AND PROFIT

The following table shows the sales

summary of Dupont Automotive in India for the 5 years.

YEARS SALES (in crores)

2008-2009 25.76
2009-2010 30.50
2010-2011 33.23
2011-2012 37.06

The above schedule clearly shows the continuous increase in sales. But
the sales of the company are increasing in a decreasing rate from year to
year. In the year 2010-2011 there was increase of sales 4.74 crores where
as in 2011-2012 they have increased their sales volume by 3.83 crores
only

31
 Following table shows the profit analysis of past 4 years

YEARS PROFIT (in crores)

2008-2009 1.18
2009-2010 1.35
2010-2011 1.48
2011-2012 1.78
The above schedule clearly shows the increase in the profit margin of

the company the profits of the company is in increasing at a marginal rate.

32
 Chapter-4
Chapter-4

Comparison between Dupont paint

and other automotive paints

 INTRODUCTION

 DISTRIBUTION CHANNEL OF THE DUPONT

PAINTS

 PROFIT ANALYSIS

 SALES ANALYSIS

33
Comparison between Dupont automotive and other automotive paints

Introduction:

Indian automotive paint industry has a history for 35 to 40 years. In

countries like Europe, USA, this automotive paint has a good economic

condition. But now a day in India also there is a great need for this paint

company. Because this paint is used by many of the companies like

TATA, Mahindra, Hero Honda, TVS, Ford, Maruti Suzuki, Tradent

Hondai.

There are about 30 companies in an organized sector and about

1700-2000 small and medium scale players. Paint industry in India is

providing 50% of total output.

There are a ½ dozen and above paint manufacturing companies

listed a various stock exchange. They are as under

1. E.I Dupont

2. Asian ppg

3. ICI 2k

4. ESDEE Auto coat

5. Nerolac Automatic

34
1. Product Mix:

Most of the companies are having a products and product

varieties the company many extent new it liens on the develop new use

for existing products. So the different companies use different techniques

for production of their products so the paints will differ in their quality,

Colour and price of the product mix. The products produced by Dupont

refinish are Tints, Binders and Ancillaries – Clears, primers, Thinners,

Activator, Miscellaneous.

2. Price Mix:

Price is of greatest importance to the manufacturer, wholesalers,

retailer and also consumer. Many of the marketing strategy such as

packing, advertising etc. Affects the prices further external influence

supply and demand forces, labour, government regulations etc, also affect

pricing.

Pricing of the Dupont automotive paints is done by the method

study development of the company itself by taking into account the cost

of raw material, cost of production, cost of packing, transportation cost

etc., the pricing policy dependent on

35
The cost of raw material and cost of products. Further pricing policy are

also influenced by the fluctuations in the excise duty government

regulating etc.

The following are the prices of different types of paints

DuPont Polyurethane Rate/Liter

Paint
Centari 1000 5999
Crystalline Frost
Centari 600 3603
Medium aluminum
Imron 700 2981
Green Gold
Lucite 400 2185
Brilliant red
Duxone 800

Binders 1097

Clears 424

Primers 600

Thinners 513

Activators 1944

Miscellaneous 823

36
7000
(in R s ) 5999
6000
5000
4000 3603
2981
3000 2185 1944
2000
8001097424 600 513 823
1000
0
Ce n C imr L uc Dux B C Pr i m Thi Ac t M
tar e ntari o ite one i nder le ars nne vato isc e ll
i1 0 60 0 on 7 0 400 s er r rs ane
00 m 0 gr Bri ous
Cr y
stal e di um e e n go l li ant r
li ne all u ld ed
fros min
t ium
Dupont P olyure tha ne P a in t

37
3. Promotion Mix:

Promotion mix is also a key element in our all-marketing

strategy by the promotional mix we can make product to move freely in

the market. Promotion Mix comprise personnel selling, advertising,

sales promotion and publicity.

Automotive paints adopt the promotional mix by giving

advertisement in daily newspapers, TV it also gives an advertisement in

magazines, paint circulars.

4 Distribution Mix:

When the production is ready for the market it has to be

distributed properly at required time for the required place. The channel

of distribution for a product is the rest taken by the title is the goods to

move from the produces to ultimate consumer.

Distribution channel of the Dupont Automotive paints:

The company has established various branches through world

wide they are in USA, Europe, Germany, Japan and India. The main

sales and manufacturing unit in India is in Mumbai. After the paints are

manufactured in Mumbai the paints are dispatched for distribution

throughout the country. The paints are transported by roadways on

railways to the various branches from these branches paints are

38
distributed to the authorized deals in different cities and towns with the

help of concerned dealers to consumers.DuPont Automotive depots are

at following main branches:Mumbai, Haryana, Chennai, Gujarat.

PRODUCTION TREND:

The following table shows last 5 years production of paints in India.

YEAR PRODUTION (Tones)

2007-08 39,63,428
2008-09 43,83,402
2009-10 47,67,879
2010-11 54,45,908
2011-12 60,87,564

In the year 07-08 the production of paint is 39,6 lakh of Tones and in

07-08 the production increased to 43,8 lakh of Tones.

This is because of high excise duty carried by the government.

The production of paints will be increased form year to year

because the users and dealers of paint were increased through out the

country continuously.

39
SALES ANALYSIS:

The following table shows the sales of the leading paint industry

during the year 2011-12

Name of the companies Sales (in cores)

E.I Dupont 2,458
Asian ppg 1478
ICI 2k 950
ESDEE Auto coat 756
Nerolac Automotive 690

From the above table we can know that which is the highest sales of
paint in India when compared to other leading paint industry

40
PROFIT ANALYSIS:

The following table shows the profit made by different paint

industry during the year 11-12

Names of the Profit

Companies (In cores)
E.I Dupont 12.00
Asian PPG 9.76
ICI 2k 7.65
ESDEEAuto coat 8.50
Nerolac Automotive 9.88

From this table we can easy know the profit earned by different
automotive paint industries during the year and which is the leading one.

14

12
12

9.76 9.88
10
8.5

8 7.65

0
E.I Dupont Asian P P G ICI 2k ESDEEA uto coat Nerolac Automotive

So by this comparison we can easily judge that the DuPont

Automotive is best among all others. Because it is having many
advantages like it is a life giving paint, very durable, its appearance is
good. It can also be used for domestic purpose and it is available in
different Color.

41
 Chapter-5
Chapter-5

PROFILE OF VASU HARDWARE

42
 PROFILE OF VASU HARDWARE

The sole trading concern Vasu Hardware was started in 29 th

September 1975. The proprietor of the firm is D. Vasappa Gowda.

The firm was started with the capital of 15000 before 32 years.

But now it is having the turnover of 1 crore 11-12. It is earning 5% profit

on sales. It is paying tax on sales. The business turnover of the concern

relating to bank transaction is made with the Karnataka Bank.

ORGANISATIONAL STRUCTURE:

Proprietor

Salesmen Accountants computer operator

The Proprietor of the concern is D. Vasappa Gowda he himself

manages the whole transaction of the business under him he is having

2to 3 salesman to assist him in making sales. 1 Accountant who

maintains the account and 1 computer operator to work on computer.

43
OTHER THAN DUPONT PAINT THE CONCERN IS ALSO
DEALING WITH OTHER PAINTS AND HARDWARE
Paints:
 Berger
 Surfa Coats
 ICI
 ESDEE
 Nerolac
 Seenlac
Hardware:
 Various kinds of Bolt and Nut
 Engineering tool
 Doors and Window Fittings
 Polish and Polish Papers
 Others
LOCATION OF THE CONCERN:
It is Located in the convenient Place in the center of main city.
So that the customer can easily make purchase of goods required. And
even the concern can elaborate its sales over its surroundings.
OBJECTIVES:

Its main objective is to earn reputation in the market, by

rendering prompt and valuable service to its customers and there by
maximizing the profits by satisfying the customers needs.
SALES ANALYSIS:
The below table shows the net sales of 5years

YEAR SALES
2008-2009 40,00,000
2009-2010 45,05,000
2010-2011 50,65,000

44
 2011-2012 55,04,028

As there is a more requirement of automotive paint not only in

local but also from all over district and neighbstricts because of its good
quality. So this increases the responsibility of he proprietor to meet the
needs of the consumer by giving them good service.
The concern even takes back the goods once sold, if they are
excess for the buyers the goods are taken back if the sealed is not open
and should be in good condition to resale it. It provides discount for
large amount of purchase. They also give knowledge about the
durability, application of paint and in choosing suitable colours.

45
 Chapter-6
Chapter-6

Data Analysis and Interpretation

46
Introduction:

Consumer behavior is a comparatively new field of study. It is the

attempt to understand land predicts human action in the buying role. It

has assumed growing importance under market oriented for products and

the growth of consumerism and consumer legislation since 1968 have

created. Special interest in buyer’s behavior and the formulation of

marketing mixes to respond favorably buyer behavior in the market

place.

1) Buyers behavior as all psychological, social and physical

behavior of potential customer as they become aware of evaluate

purchase and tell other about products and services. Each element of

this definition is important buyers behavior involves both individual and

growth processes.

2) Buyers behavior reflected from awareness right through post

purchase evaluation indicating satisfaction or non-satisfaction from

purchase.

3) Buyers behavior includes communication purchasing and

consumption.

47
 4) Consumer behavior is basically social in nature. Hence social,

environment plays an important role in shaping buyers behavior.

5) Buyers behavior includes both consumer and industrial buyers

behavior

Buyers behavior includes the acts of individual directly involved

in obtaining and using economic goods and service including sequence

of decision process that procure and determining these acts. Actual

purchase is only a part of the decision process. In buyers behavior we

consider not only under what condition the purchase is made. In

understanding of buyers behavior is essential in marketing planning and

programming.

In the final analysis, buyer’s behavior is on the most important

keys to successful marketing.

48
Response of consumers on various paints

The below table shows the brand preference of consumers of Shimoga on

different paints:

Name of the Brand No. Of respondents Percentage

Dupont 22 44
Asian paint 12 24
ICI 2k 7 14
ESDEE Autocrat 4 8
Nerolac Automotive 3 6
Others 2 4
Total 50 100

From the table we can observe that 44% of the respondents are using

Dupont automotive, 24% using Asian paint

49
Table showing income group of the respondents to E.I Dupont

Income Group No. Of Respondents Percentage

Below 5000 10 20
5000 to 15000 10 20
15000 to 25000 10 20
Above 25000 20 40
Total 50 100

From the above table we may find that below 5000-income group is only

20%, 5000 to 15000 and 15000 to 25000 is also 20% but income group

above 25000 is 40% in Shimoga city. That means people above income

of 25000 purchases this paint than other income group people.

50
 Graph showing income group of the respondents to E.I Dupont

40

35

30

25

20

15

10

0 Percentage

Below 5000
No.Of Respondents
5000 to 15000
15000 to 25000
Above 25000

51
Table showing classification of the respondents from different

sectors towards paint

Sectors No. Of Respondents Percentage

O.E. Manufactures 20 40
Domestic Users 12 24
General Public 8 16
Automotive Garages 8 16
Commercial shop 2 4
Total 50 100

Out of the total 50 numbers of respondents about 40% are belonging to

O.E Manufactures. 24% to Domestic users, 16% of General public and
Automotive Garages equally and 4% of commercial shops.

52
Graph showing classification of the respondents from different

sectors towards paint

53
The table showing the media through which respondents came to

know about E.I Dupont

Media No. Of Respondents Percentage

Advertisements 25 50
Dealers 10 20
Automobile Magazines 12 24
Others 3 6
Total 50 100

Many of the respondents came to know about Dupont Automotive paint

through many media. 50% of the respondents came to know

advertisement like TV because the advertisement is excellent and more

memorable slogan will be added 20% of them through Dealers, 24% of

them through Automobile magazines and rest 6% is through other

54
Graph showing the media through which respondents came to know

about E.I Dupont

No. of R es pondents
A dvertis ements
Dealers
A utomobile Magaz ines
6%
O thers

24%

50%

20%

55
The following table shows the factors influencing the buying

behavior of the E.I Dupont

Consideration No. Of Respondents Percentage

Popularity 15 30
Easy availability 5 10
Attractive Colour 7 14
Durability 13 26
Economical 5 10
Prompt Service 5 10
Total 50 100

Because the Dupont Automotive is having the following advantages so

the consumers can easily make purchase of the products.

56
The following graph shows the factors influencing the buying

behavior of the E.I Dupont

45

40

35

30

25

20

15

10

No. Of Respondents Percentage

57
 Chapter-7
Chapter-7

FINDINGS, SUGGESTIONS AND

CONCLUSION

58
 ANALYSIS OF SURVEY FINDINGS, SUGGESTIONS AND

CONCLUSION

INTRODUCTION:

Shivamogga is a district head quarter and important city in

Karnataka. Shivamogga is one of the major cities in the area of

“MALENADU”

Shivamogga district is having rich natural wealth and it is an

important tourist center in Karnataka. This district has a number of

rivers and dams for agricultural irrigation and production of electricity in

this area paddy, sugarcane, areca nut, cotton, groundnut, coconut, ragi,

pepper are grown by utilizing available natural resources so it has a good

marketing structure.

According to survey the population of shivamogga city is in

lakhs. Shivamogga city has a good market for both consumer and

industrial products and also for agriculture products.

SURVEY ANALYSIS:

59
 Due to time constant out of the total consumer of paints, 50

sample respondents were selected and contacted for getting the desired

information. All respondents are residents of Shivamogga city.

1. Original Equipment Manufacturers:

In O. E manufacturers group E. I Dupont stand first and Asian PPG

second and third position is ICI 2k.

According to O.E manufactures 40% of them say that it is costlier but is

having good quality, it is durable and has a long life.

2. Domestic Users:

Among the domestic users only 24% of them are the users of E. I

Dupont. Because of its attractiveness and having the good advertising

media so it has attracted them. And rests of them use other paints.

3. General Public:

Among the percentage of General public only 16% of them use this

Dupont automotive paint. There opinion is that they will have a good

Colour choice and its range is so that it can be easily available to average

people also.

60
4. Automotive Garages:

The persons who work in automotive garages use this paint, among

many only 16% of them use this paint. They say that it can be taken at

any quantity because the small garages do not use much, they require in

very less amount and less quantity. But it is even difficult for them to

purchase in large quantity because of price range.

5. Commercial showrooms:

Only 4% of the showroom people use these Dupont automotive paints.

And the rest of them use other paints such as Asian PPG, ICI 2k and

others.

61
SUGGESTIONS:

While conducting survey many respondents have given their

suggestions for improvements of Dupont automotive paint. Some of the

suggestions that may help the company to improve the quality and sales

of Dupont are as follows.

1. Paint market is a very competitive so it is difficult to survive in

environment, it can be suggested that the quality of Dupont is to be

improved to a maximum extent and of course price should be

reasonable.

2. Today cost of paints are 250 to 750 this is beyond the means of

lower and middle classes, In India, majority of the population that is

75% of the population come under lower and middle income groups. So

the price should be such that more people can buy it.

3. Technology used in the manufacture of paints should be improved

so that cost of production can be reduced.

62
4. Paint market is very competitive and it is the survival of the fittest

the competitive situation, so in order to survive in a difficult

environment it can be suggested that the quality of Dupont automotive

should be improved to a maximum extent and also toe process should be

reasonable.

5. The Colour range of paints should be increased from existing

number to compete with worth brand which possess wide variety of

colors ranges, unless color range improved the consumer may turn this

eyes towards other brands.

6. The company should try to demand close to the market keeping

and here to the ground its research activities also be improved.

7. The company has to respond to the dealers needs immediately

after receiving the order brand also the company should avoid the short

supply of paints.

63
8. The Company realizes that many consumers cannot offer on do

not require conventional large paint packets. So it should introduce

small ready-made packets of paints for sale.

9. The company should not discourage the old dealers and also they

should keep the target of both old and new dealers in equal proportion so

as to give the incentives.

10. Now a day’s completion is more but even though Dupont takes no

1 position because of good market, channels of communication have

made the position to the Dupont.

64
CONCLUSIONS:

Automotive Paints have a high potential market in India this is

done to the fact that the 75% of the population are the users of

automotive paints this means that 25%of the population are non-users of

automotive paint.

Dupont automotive are the market leader in paint market not only

in India but also all over the world as they are concerned only with the

vehicle paints, because of its durability, life giving and different varieties

of color it has occupied the total market of automotive paints.

The advertisement and word of mouth, channels of

communication from dealers and friends, automotive paint magazines,

company circulars are the major deal, which introduced the use to a

particular brand of paints. These are the main medias of sales promotion

in the case of paints.

But there are some complaints from consumers regarding its price

range as its is very difficult to purchase for the below average people

65
who own some of the garages and auto workshops, but because of its

quality and durability they prefer to purchase it.

Nearly half of the total consumers were loyal to a particular brand

of paints. Right from the beginning.

66
Annexure
 Questionnaire

 Bibliography

67
 CONSUMER QUESTIONNAIRE

Dear respondents

I am Bhyresha G.B, student of Final B.B.M, Sahyadri Arts and

Commerce College, Shimoga. I am doing a consumer survey for

knowing the behavior of Consumer attitude towards Dupont Paints”,

A case study of Vasu Hardware, Shimogas. I would be grateful to you

if you spare some time to fill in the questionnaire. Your response will be

kept strictly confidential.

Thanking you,

Your faithfully

(Bhyresha G.B)

1. Name:_______________
2. Address:______________
3. Qualification:___________
4. Occupation:
a) Manufacturers [ ] b) Automotive Garages[ ]
c) Commercial show rooms [ ] d) Others [ ]

5. Monthly Income:
a) Below 5000 [ ] b) 5000-15000 [ ]
c) 15000-25000 [ ] d) above 25000 [ ]
6. Do you Use automotive paints
a) Yes [ ] b) No [ ]

If yes, which brand?

68
 a) E.I Dupont [ ] b) Asian PPG [ ]
c) ICI 2k [ ] d) ESDEE Auto coat [ ]
e) Nerolac Automotive [ ] f) Others [ ]
7. For what purpose who have purchased the paint?
a) For new Vehicle [ ] b) For repainting [ ]
8. The reason for selecting the brand.
a) Popularity [ ] b) Attractive Colour [ ]
c) Easy Availability [ ] d) Long life [ ]

e)Economical [ ]

9. Have you heard of Dupont automotive paint

a) Yes [ ] b) No [ ]
If yes, from which source?
a) Advertisement [ ] b) Dealers [ ]
c) Magazines [ ] d) Others [ ]
10. Have you Used Dupont automotive paints
a) Yes [ ] b) No [ ]
11. If yes, are you satisfied with its quality?
a)) Yes [ ] b) No [ ]
12. If no, why?
a) High price [ ] c) Low quality [ ]
c) Fading Colour [ ] d) Not easily available [ ]
13. What do you expect while purchasing the paints?

a) Prompt Service [ ] b) Colour guarantee [ ]

c) Price discount [ ] d) Long life [ ]

d) Others [ ]

14. What is your opinion about the price of Dupont automotive paint?

a) Very low [ ] b) Reasonable [ ]

c) High [ ] d) Very high [ ]

17. What do you think about Dupont automotive paint?

a) Excellent [ ] b) Good [ ]

69
 c) Better [ ] d) Low [ ]
18. Is the paint easily available in the market?
a) Yes [ ] b) No [ ]
19. Any suggestion to improve the product?
Date:
Place:_________ SIGNATURE

70
 BIBLIOGRAPHY

Marketing management - Shekar

Encyclopedia - Britannica and Americana

Magazines - Economic Times

News Paper

Journals

website:

www.dupoint.co.in

www.google.com

71