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Kansai Nerolac Paints



Kansai Nerolac Paints


Management is the art of securing maximum result with a minimum effort so as to secure maximum prosperity and happiness for both employer and employee and give the public the best possible service. John Mee. Theoretical knowledge of such functions and responsibilities can be obtained in the institute but it is difficult to get the practical experience of it is not possible every time. As per the MBA curriculum, at the end of the first year, all students are required to undergo a summer training programme of about 50 to 60 days. This summer training is an integral part of the MBA course and its successful completion is a prerequisite for the fulfillment of the post graduate degree in management. Kansai Nerolac Paints Ltd. is a paint company. It is second in the decorative paint market and thus high efforts are taken to increase its sales and market share. A dream of the company to make it the leading player in decorative segment as well as it is in industrial segment. This objective can be fulfilled by innovative and target marketing. This facilitates excessive market research. The project also deals in the same scenario. The Project Factors that Influence the Exterior Paint Market consist of research on the Exterior Paint. The Research is done on the factors that play a role in the Exterior Paint Market. First the Market is studied keeping into consideration all the environmental factors. Then the factors which influence the Market are studied and analyzed. The measures are then listed and worked on, in order to shift them positively towards Nerolac products.


Kansai Nerolac Paints

Topic selection is the one of the important aspects of the project. It decides the course of action to be followed. The Topic selection should be such that it helps in understanding the marketing concepts clearly. My topic was given by the company itself. The Topic of my project was FACTORS INFLUENCING EXTERIOR PAINT MARKET. This covers all thing related to the topic. The topic was dealer Oriented so I surveyed dealers of various Nerolac paints in Goregaon resion at Mumbai and near by area to collect all information regarding topic of the Project.


Kansai Nerolac Paints

The objective of the project is to determine the factors that influence the Exterior Paint market. The research was not limited to just this observation, it had much more scope. Thus the basic objectives of the Project can be stated as following:-

To figure out the factors that influence the Exterior paint market. To estimate their market share To prepare the database of the Influencing factors for further communication. To understand the features of products that drives its sale. To use data in order to plan efficiently and effectively. To understand the competencies of Nerolac product as compared to the


Kansai Nerolac Paints

Research is a systematic and scientific activity by which problems are solved and decisions are made. It is a systematic problem analysis, model building and fact finding for the purpose of improved decision making and control in the marketing of goods and services. It is the pursuit of truth with the help of study, observation, Comparison and experiment. Systematic research is used for solving the problem Wherease scientific research is used for taking the decision. Today research has great importance in the form of fact finding and right decision making. It is nothing but the search for the trurh. Research is today need in this competitive age. I have done my project for improving Market share of Nerolac products because it has the desire to be the number one in this sector.


Research Process includes the following stages:(1)- Defining the problem (2)- Research plan (3)- Collection of data (4)- Analysis of information (5)- Presentation of information

(1)- Defining the problem

Kansai Nerolac Paints

Research process starts with the identification of problem. At this stage understanding about the research topic is actually generated. (2)- Research plan Research plan includes following stages:* Data sources Data sources are those factors or things from which actually data are collected. I have collected my data from painters, Interior designers, dealers & architects. * Research approach Research approach is a process, which tells that in which way research should be done. It defines the way of research. * Research design (a)-Exploratory research This research is the preliminary exploration of the research. This research includes qualitative research which is concerned with focus group and depth interview. In this exploration of existing phenomena is done to give new dimentation of the facts. (b)- Descriptive research It is the process to describe the history of the problem or object in study. It is quantitative in nature, involving surveying, questionnaires and statistical analysis.My research is also descriptive in nature. * Sampling plan Sampling plan starts with the aims at deciding who and how many people should be interviewd.Then, sample size is determined. This involves arriving at the number of respon-dents who must be surveyed to represent a sample.The sample plan can be selected by using either the probability methods or by using the nonprobability methods. I have used nonprobability technique for sampling process.

* Contact methods

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- Face to face interview - Telephonic interview - Mail surveys

(3)- Collection of data Data for research are always collected from the primary Source and secondary sources. Primery sources- Interview, survey,observation etc. Secondary sources- Magazines, internet, books etc (4)- Analysing the information Finding information from the collected data are analysed scientifically and systematically. In my project analysis hasdone on the information gathered through the painters,architects, house incharge etc. (5)- Presenting the information Recommendations and suggestions are presented in front Of organizational head and accordingly decisions are made and implemented. I have suggested the organization to improve their demand and supply gap during the presentation of my project.


Kansai Nerolac Paints

This research work is the result of customer oriented marketing. It is necessary to study systematically the different aspects relating to the marketing process with regard to fulfilling the expectation and need of the customer.

Every activity of the organization directly or indirectly related to the marketing function:- product research, sales research, pricing research etc. are the usual areas covered under research work.Thus, scope of marketing research is much wider then what we assumed at the first sight. My scope of research is related only to external paint market.

1.6- Limitations

Kansai Nerolac Paints

1) Scope The project is related only to the Exterior paint market. 2) Analysis Study is dependent majorly on the perception of the people and

thus the sample set of mind while being surveyed can prove to be very important.
3) Data collection The sample set is always short of time and thus wants to

rapidly go through the questions.


Research The big builders and architects that has an important share in the market are not at all approachable for research. There supervisors working on the project are surveyed to get efficient results.


Kansai Nerolac Paints


* Research study is a very important step in the success of marketing strategies and programs. * It is the key factor for the analysis of buying behaviour, consumer needs, their perceptions etc. * It helps organization to design and develop marketing strategies relating to pricing, packaging and distribution. * It supplies valuable data to the manager to formulate long term marketing stratesies for the best decision making.

UTILITY TO RESEARCHER* As a researcher, I got the opportunity to work with Indias best paint company Kansai Nerolac Paints ltd. * I got an experience to face the market condition. * I realized that, dealer is dominating the market in the paint industry. * In the project, I can understand the value of supply- chain management. * In the project, I also understand the importance of sales promotion activities.


Kansai Nerolac Paints


2.1- Paint Industry- an Overview


Kansai Nerolac Paints

Paint Industry is a fast growing industry in the world. The industry is divided into two parts, Decorative and Industrial. Decorative constitutes housing and commercial constructions whereas Industrial constitutes automotive, consumer durables, road markings etc. The Cumulative Average Growth Rate of the industry is 14 percent in value terms and 11 percent at constant prices. In the monetarily form it is expected to grow from Rs. 138 billion in 2007-08 to Rs. 216 billion in 2011-12. The Decorative market is growing faster than the Industrial segment as the differentiated growth of the decorative and industrial is 11.3 percent and 9 percent respectively.


Kansai Nerolac Paints


Kansai Nerolac Paints


Kansai Nerolac Paints




In India, the paint industry is of Rs.12, 000 crores. It is broadly divided into the organized and unorganized sectors which are in a ratio of 65 percent and 35 percent, respectively. The organized sector is growing faster than the unorganized sector due to their penetrating pricing strategy. The organized sector in India comprises of major five players i.e. Asian paints, Kansai Nerolac paints ltd, Berger, ICI and Shalimar whereas the unorganized sector constitutes 2000 odd players. The Paint Industry has four major players i.e. Asian Paints, Kansai Nerolac, Berger and ICI with the majority share in the industry. The Decorative market is leaded by Asian Paints with 40 percent market share whereas Industrial market is leaded by Kansai Nerolac with 70 percent market share. The Indian Paint industry is not very competitive as against the foreign players therefore exports does not form a significant share in the paint industry demand. Indian exports are growing at a very diminishing rate i.e. CAGR of 2.2 percent from Rs 106 crores in 2003 to Rs. 408 crores in 2007. On the other side the imports are increasing at a high rate with a CAGR of 22 percent from Rs 156 crores in 2003 to 406 crores in 2007. The major exports of India are to Sri Lanka, Nepal, U.A.E. and Bangladesh and the imports are from Germany, U.S.A., Japan, Italy and France, respectively.


Kansai Nerolac Paints




58% 5%

8% 8%

- Indian paint industry is growing at a very diminishing rate of 2.2 precentage. - Its export is not specific to a nation. - In 2007, its export was 408 crores.


Kansai Nerolac Paints




18% 12%




- Import of paints in India is growing at a high rate of 22 precentage. - India mainly imports from Germeny. - In 2007, import was 406 crores.


Kansai Nerolac Paints


Kansai Nerolac Paints


The Company started functioning in 1920 as Gahagan paints and Varnish paints Co. Ltd. At Lower Parel, Mumbai. From 1946 to 1999 the company worked under the head of Goodlass Wall Ltd. And was known as Goodlass Nerolac Paint Ltd.. Company produces both Industrial Products & Decorative Products. In 1999, Kansai Paints bought the major shares of Nerolac and termed it as wholly owned subsidiary and named it Kansai Nerolac Paints.Kansai Paints is a Japanese company and it is 10th biggest paint company in the world.


It is our vision to leverage global technology, for serving our customers with superior coating systems built on innovative and superior products and world class solutions, to strengthen our leadership in Industrial coatings and propel for leadership in Architectural coatings, all to the delight of our stakeholders.


Kansai Nerolac Paints


Vision driven organization. Employees feel pride in being a part of the organization. Recognition of human resources as extremely important and critical assets. High level of human dignity. Transparency and openness among employees at all hierarchical level. Performance linked reward system. Management and employee commitment to organization values is high. Autonomy in work is high High commitment to quality product.

Kansai Nerolac Paints is headed by Mr.H.M.Bharukha (M.D.) Second largest player in the paints market with a market share of 21.30%. Kansai Nerolac Paints Pvt. Ltd. Is the market leader in industrial/ automotive segment supplying over 70% of the total requirements. Has a network of 10700 dealers. Its incessant journey of successes will go on backed by its resent human asset of over 1900 professionals and a sales turnover of Rs. 1069 crores. (2004-2005) Leader in Industrial paints segment. 7 out of 10 cars that move on Indian roads are painted by Nerolac. Total installed capacity at Nerolac is of 101000 TPA. Nerolac is the second biggest company in India with the following details:Sales of Rs.1484 crores in 2006-2007 The profits are at Rs.169 crores in 06-07 Return on Net worth was stable at 21% The Earning per Share is Rs.40 Market Capitalization is at Rs.1712 crores The Share Holders Fund is at Rs.512 crores Dividend is at 115%


Kansai Nerolac Paints

The company has a huge product width and depth and touches nearly all the categories present in the Paint Industry. It even has few products that are distinctively under KNPs name. The Company has facilities in at: Lote Parshuram (Maharashtra) Vatva (Gujrat) Chennai (Tamil Nadu) Jainpur (U.P.) Bawal (Haryana)

Last 5 years sales:-


Kansai Nerolac Paints



Impressions 24 Carat

Impressions Metallic

Impressions Disney

Beauty Premium Acrylic

Beauty Silky Smooth

Beauty Smooth Finish


Beauty Premium Acrylic

Beauty Acrylic Distemper

Beauty Oil Bound Distemper


Nerolac Pearl Lustre Finish


Synthetic Enamel

Satin Enamel Impression Hi-Performance

Goody Synthetic Enamel


Kansai Nerolac Paints


Impression Excel Anti Peel

Impression Excel Total

Suraksha Advanced

Nerolac Suraksha


Nerotex Matt Decorative and Protective Exterior Finish

This is a water based product that gives a high performance, textured finish coating. It is specially formulated by using light fast pigments, special type thermoplastic resin medium, fine and tough aggregates like inert, silica, unique additives to resist fungus, algae and mouth growth. It protects the exterior surface through rain.


Nerocem with Titanium

This is available in powder form. It is an economical exterior product specially formulated by using best quality white cement and other ingredients to get an economical exterior product. It is useful for the protection and decoration of the surfaces. NEROLAC IMPRESSION EVERLAST

Nerolac Impression with Piolite is a specially designed solvent based exterior coating having superior properties with respect to protection of masonry surfaces from aggressive environmental conditions. It is formulated by using ideal combination of true pigment and special type of extenders, dispersed in a balanced combination of different grades of Styrene Acrylate Resins and Plastcized with Ultra Violet stabilized grade of plasticizer.


Kansai Nerolac Paints

2.5- Competitor Analysis

Major competitors of Kansai Nerolac Paints Ltd. In Paint Industry are: Asian Paints India Ltd.-The company was setup in 1942. It is the market leader in Decorative Paint market with the market share of 30 percent. The company sales in 2006 were 24.3 billion with the net profit of 1.86 billion. The company has 7 manufacturing bases, they are at Bhandup (Maharashta), Ankleshwar and Sarigam (Gujrat), Patancheru (A.P.), Sriperumbudur (T.N.), Kansa (U.P.) and Baddi (H.P.) Berger Paints India Ltd. This Company was incorporated in 1923. Its sales were 9. Billion in 2007 and the net profit was 0.7 billion. Its 80 percent sales are in decorative market and rest 20 percent in industrial. The companys manufacturing plant are located at Rishra (Hugli), Goa, Sikandrabad, Howrah, Jammu and Pondicherry. ICI India Ltd.- It is a subsidiary of Imperial Chemical Industries, U.K. Shalimar Paints Ltd.- The company was set up in 1902. Its net profit for the year 2006 was 34 million with the sales of 2.2 billion. Companys manufacturing plants are situated at Howrah, Nashik and Secundrabad. Jenson and Nicholson India Ltd. Beck India Ltd. Addisons Paint and Chemicals Ltd. Bombay Paint Ltd. Other Global Players:Akzo Nobel, Netherlands PPG Industries Inc, U.S.A. Sherwin-Williams Co, U.S.A. ICI Paints, U.K. DuPont Performance Coatings, U.S.A. BASF Coatings, Germany Valspar Corp, U.S.A. Nippon Paint Corp. Ltd., Japan Sigma Kalon Groups.

Kansai Nerolac Paints



Kansai Nerolac Paints

Project Analysis & Findings

(1) Sources of Data collectionThe first objective was to collect data of the tentative influencing consumers. This has been attained by collecting data and necessary information from the following:-

Architects- Indian Institute of Architects (IIA) Builders- Builders Association of India (BAI) Paint Contractors- Paint Dealers, Winners of Promotional Schemes Interior Designers- Indian Institute of Interior Designers (IIID) Society or House In charge- Property websites


Kansai Nerolac Paints

We can understand the data collection from different sources with the help of following diagram. Source Data collection (%) Paint contractors 40 IIA 25 IIID 15 BAI 12 Soc. Inc. 8

paint contractor




society inc.

8% 12% 40%



Source- Primary Data IIA- Indian Institute Of Architects IIID- Indian Institute Of Interior Designers BAI- Builders Association Of India


Kansai Nerolac Paints

From this diagram, we are getting that, paint contractors are giving 40% data, IIA gives 25% data, IID gives 15% data, BAI 12% and society incharge 8% of data. The data collected have provide us the clue for the beginning of my project.

(2) INTERPRETATION OF DATAThen comes the second objective, i.e. getting a clear idea of the factors that influence the Exterior Paint market. This objective is achieved by analyzing the feedback given by the sample set. The questionnaire was drafted in a manner that it gives out the answer of who takes the decision of buying paint. The conclusions gave out the following names as the influencing factors of the Exterior Paint market: Architects Builders Paint Contractors Interior Designers Society In charge Decision maker in the Family Painter Retailer


Kansai Nerolac Paints

(3) INFLUENCERS FOR PAINT MARKETThe third objective was to determine the extent to which these influencers influence the market. This step was taken to trace out the share of the each influencer in the market. The research gave out the following results:-

INFLUENCERS 1. Architects 2. Builders 3. Paint Contractors 4. Interior Designers 5. Society In charge 6. Decision maker in the Family 7. Painter 8. Retailer 9. Others (Cant Say)

% Influence 18% 8% 29% 15% 4% 4% 8% 7% 6%


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Influencers for Paint Market

6% 7% 8% 4% 4% 8% 18%

Builders Paint Contractors Interior Designers Society Incharge Decision maker in family Painter Retailer Others

15% 30%

Source- Primary Data

ANALYSISThis diagram shows that, 30% of the market is influencing by paint contractors, then the most influencing factor is interior designers with 15% market share. Least affecting factors are society incharge and decision maker in family.


Kansai Nerolac Paints

(4) INFLUENCING FEATURES FOR SALESThe next objective was to define the feature that influences the sales of the product and to what extent, for this a question is stated in the questionnaire, stating the features and ranking according to the liking. This research also gave out amazing results, giving out the most important feature that is needed to be worked on by a paint company in the paint industry.

The factors as drafted rank wise are as follows:Feature 1. Service 2. Quality 3. Price 4. Customers demand 5. Shades available 6. Specific product with that company 7. Relationship with the company 8. Others

Approx. % influence 27 20 18 14 10 5 4 2


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Influencing Features For Sales

5% 10% 4% 2% 27%
Service Quality Price Customer's demand Shades available

14% 20% 18%

Specific Product Relationship Others

Sorce- Primary Data


This diagram shows that, service influences sales by 27% , quality of product by 20% price by 18%, customers demand by 14%. Least affecting factor is relationships with 4%.Some others factors are also present in market and they affect the sales continuously.


Kansai Nerolac Paints

(5) MARKET SHARES OF COMPANIESWhen we consider the market share in the decorative segment.We see that Asian paint is on the top with 30% market share and Nerolac on the second position wherease Nerolac paints is the market leader in Industrial segment with 70% market share.We can understand it with the following diagram.

Company Market (%)

Asian paints share 30

Nerolac paints 20

ICI paints 15

Berger paints Others 12 23

30 25 20 MARKET 15 SHARE (%) 10 5 0

asian paints

Nerolac paints

Ici paints

Berger paints


Source- Primary Data

ANALYSISThis diagram shows that, Asian paints has acquired the 30% market share of paint industry, Nerolac paints is on the second position with 20% market share. We can


Kansai Nerolac Paints

understand easily through this diagram that Berger paints has least market share with 12%.

(6) PREFERENCE OF ARCHITECTSAccording to Architects, they mostly like Nerolac Impression as a Kansai Nerolac Company product. We can understand their liking about different product through this diagram. Products Architects Choice(%) Nerolac Impression 30% Nerolac Distemper 25% Nerolac Lustre 20% Nerolac Enamel 15% Nerolac Texture 10%

35% 30% 25% 20% 15% 10% 5% 0% Nerolac Nerolac Im pression Distem per Nerolac Lustre P RODUCTS Nerolac E nam el Nerolac Texture

Sorce- Architects ANALYSIS-



Kansai Nerolac Paints

This diagram shows that, architects likes the nerolac impression mostly with 30% , nerolac distemper with 25%, nerolac luster with 20%, nerolac enamel with 15% and nerolac texture with 10%.

(7) BUSINESS BY PAINT CONTRACTORPaint Contractors are the most important factor in the paint market. Here we discuss about the percentage of business given by them to each of the company for the following product at their site. INTERIOR EMULSION Company Business by Paint Contractor Nerolac paints 35% Asian Paints 45% ICI Paints 12% Berger Paints 8%

Business by Paint Contractor

Nerolac paints Asian Paints ICI Paints Berger Paints


8% 35%


Source- Paint Contractor



Kansai Nerolac Paints

This diagram shows that, in interior emulsion segment 45% business is given to asian paints, 35% business to nerolac paints, 12% business to ICI paints and 8% to berger paints.

Company Nerolac Paints Business by Paint 40% Contractor Asian Paints 42% ICI Paints 8% Berger Paints 10%

Business by Paint Contractor

Nerolac Paints Asian Paints ICI Paints Berger Paints


10% 40%


Source- Paint Contractor



Kansai Nerolac Paints

This diagram represents, in exterior emulsion segment, 42% business is given to Asian paints, 40% business to Nerolac paints, 10% to Berger paints and 8% to ICIpaints.

(8) IMPACT OF SALES PROMOTIONOn the sales of exterior paints there is a great impact of sales promotion activities. We can understand it with the help of following diagram. Company Impact of Promotion . Nerolac Paints sales 32% Asian Paints 26% ICI Paints 24% Berger Paints 18%

Impact of Sales Promotion

35% 30% 25% 20% 15% 10% 5% 0%

Impact(% )

Nerolac Paints

Asian Paints

ICI Paints

Berger Paints


Source- Primary Data



Kansai Nerolac Paints

On Nerolac paints, sales promotion has a great impact of 32% on his sales of exterior paints, whereas Asian paints is effected by 26% , ICI paints by 24% and Berger paints by 18% . Really sales promotion have a great impact on sales of paints products.



Kansai Nerolac Paints

CONCLUSIONSAfter the study and an in- depth analysis of the factors that prevail in the paint industry. The conclusion that came up are: (1) The best paint in the decorative market as considered and like is Asian Paints.The best paint in the industrial market is Nerolac paints. (2) The most influencing factors of market are:- Paint Contractors - Architects & - Interior Designers. (3) The feature that drives the maximum sale is the service with 27% power of moving the market. (4) Paint industry is mainly dealer based industry. (5) In paint industry, demand & supply chain management has great importance. It playes a vital role for reputation of any paint company.


Kansai Nerolac Paints



Kansai Nerolac Paints

RECOMMENDATIONSThe Recommendations that are put forward are: Advertising of Nerolac is weak and thus extensive and innovative advertising catches a great need. The schemes like Rishta Rangon ke Sang etc. should be taken as a sales tool and should be properly formulated and implemented. Schemes should also be drafted for increasing the interest of Architects and Interior Designers as well, as they prove an important factor of influence in the Exterior Paint market. The Nerolac supply chain management is studied and found to be weak as there is less follow-ups and even the delivery of products to consumers and dealers takes an average time frame of 3 to 4 days as compared to 4 hours of Asian Paints.
The frequency of advertisement in print and media is also very small i.e. Asian

Paints has 2 advertisements on television every hour whereas Nerolac has 1 advertisement in 2 hours and thus the ratio is 4:1. Marketing should be done in all levels, from grassroots of Painters to big Builders. Increase the visibility of Nerolac by giving free poster, costars, pen, danglers, clock etc to Dealers and other people. Increase product knowledge among employees and customers.


Kansai Nerolac Paints

Thus these are the following areas that can be worked on in order to increase the sale of the Exterior paint market. The factors that influence the market should be taken extra care while drafting plans and policies. The company should try to work on the lines stating that the marketing should be considered as important as producing a product.


Kansai Nerolac Paints

Appendix 1 Questionnaires used :- (Architects) NamePlacePhone No.Occupation-

Q-1) Which color do you like the most? __________________________ Q-2) What all Paint Brands are you aware off? _______________________________________ Q-3) Which Brand do you like the most? a) Nerolac b) Asian c) Berger d) ICI e) Others

Q-4) Which brand do you suggest to your customers and why? ________________________________________________________________________ _ Q-5) Have you ever used or suggested Nerolac Paint in the last one year? Yes/No Q-6) If No why? Q-7) If Yes which Product and What? Q-8) Which feature do you like about Nerolac Paints & Why? ___________________________ Q-9) Which feature do you dislike about Nerolac Paints & Why? _________________________ Q-10) What is the Basic parameter that you analyze while choosing an Exterior Paint?


Kansai Nerolac Paints

a) Price

b) Quality c) Service d) Shades Available e) Others(Specify)______________

Q-11) Are you aware about the new Texture Paints? Yes/No Q-12) Whom does you think take the last decision of which brand and colour to be used? a) Architects b) Builders/House owners c) Paint Contractors d) Interior Designers

e) Others (Specify) ________ Appendix 2 Questionnaires used :- (Builders) NamePlace-

Phone No.Occupation-

Q-1) What all Paint Brands are you aware off? _______________________________________________ Q-2) Which Brand do you like the most? a) Nerolac b) Asian c) Berger d) ICI e) Others

Q-3) Please rank the following factors according to their importance to you from 1 to 8 where 1 being the most important and 8 being the least important. a) Price b) Quality c) Service d) Relationship with the company g) Customers

e) Shades available f) Specific Products with that company demand h) Others (Specify) ________________ Q-4) Which Brand would you call yourself loyal to?
a) Nerolac

b) Asian

c) Berger d) ICI

e) Others (Specify) ________ b) No

Q-5) Have you ever used Nerolac Paints? a)Yes

Q-6) If No why? _____________________________________________________________________ ___


Kansai Nerolac Paints

Q-7) If Yes which Product (Interior Emulsion, Exterior Emulsion, Primer, Enamel, Distemper) and Why? _____________________________________________________________________ _________

Q-8) Who take the Decision of Painting at your site? a) Builders b) Society/Office/Building In charge c) Architect/Consultant d) Contractor e) Interior Designers e) Others (Specify) __________________________ Q-9) What all Exterior & Interiors Products are you aware off? Q-10) Which Exterior & Interior Paint do you use and Why? _____________________________________________________________________ ___


Kansai Nerolac Paints

Appendix 3 Questionnaires used :- (Contractors) Q-1) Which color do you like the most? ______________ Q-2) Which Paint Brands are you aware of? _______________ Q-3) Which Brand would you call yourself loyal to? a) Nerolac b) Asian c) Berger d) ICI e) Others (specify) __________ Q-4) Which paint have you used in your house? _________________ Q-5) What is the percentage of business you give to each of the company for the following at your site: Interior Emulsion: a) Kansai Nerolac Paints b) Asian Paints c )ICI d) Berger Exterior Emulsion: a) Kansai Nerolac Paints b) Asian Paints c )ICI d) Berger Q-10) Please rank the following factors according to their importance to you from 1 to 8 where 1 being the most important and 8 being the least important. a) Price b) Quality c) Service d) Relationship with the company e) Shades available f) Specific Products with that company g) Customers demand h) Others (Specify)____ Q-11) How would you rank the following Exterior Products: Nerolac Excel Everlast Pliolite Nerolac Excel Total Nerolac Suraksha Weathershield Max Asian Apex Ultima Asian Paint ACE


Kansai Nerolac Paints

Q-12) Have you ever used Nerolac Paints in the last one year? a) Yes Q-13) If yes then what product: a) Interior Emulsion b) Exterior Emulsion c) Primers d) Enamel e) Distemper

b) No

Q-16) If No why? _________________________________________________________ _____________________________________________________________________ ____ Q-17) Who take the decision of the Paint shade at your site? a) Paint Contractor b) Spouse/Husband c) Children d) Painter e) Retailer f) Architect g) Interior Designer h) Suggestion by friend i) others (Specify) Q-18) Who Take the Decision of the Paint Brand at your site? a) Paint Contractor b) Spouse/Husband c) Children d) Painter e) Retailer f) Others (Specify)_______


Kansai Nerolac Paints

Appendix 4 Questionnaires used :- (Interior Designers) NamePlacePhone No.Occupation-

Q-1) What all Paint Brands are you aware off? _______________________________________________ Q-2) Which Brand do you like the most? a) Nerolac b) Asian c) Berger d) ICI e) Others

Q-3) Please rank the following factors according to their importance to you from 1 to 8 where 1 being the most important and 8 being the least important. a)Price b) Quality c) Service d) Relationship with the company e) Shades available f) Specific Products with that company g) Customers demand h) Others (Specify) ____ Q-4) Which Brand would you call yourself loyal to?
a) Nerolac

b) Asian _____________

c) Berger

d) ICI

e) Others (specify) b) No

Q-5) Have you ever used Nerolac Paints? a)Yes

Q-6) If No why? _____________________________________________________________________ ___ Q-7) If Yes which Product (Interior Emulsion, Exterior Emulsion, Primer, Enamel, Distemper) and Why? _____________________________________________________________________ ____

Kansai Nerolac Paints

Q-8) Who take the Decision of Paint Brand & Colour at your site? a) Interior Designers b) Your Customers c) Architect/Consultant d) Paint Contractor e) Others (Specify) _________________________ Q-9) What all Exterior & Interiors Products are you aware off?___________________ Q-10) Which Exterior & Interior Paint do you use and Why? _____________________________________________________________________ _

The information of the database is primary information mainly collected from the various reputed Government Authorities, such as:1. Architects- Indian Institute of Architects (IIA) 2. Builders- Builders Association of India (BAI) 3. Interior Designers- Indian Institute of Interior Designers (IIID) The information about the products is taken by:1. 2. 3. 4. 5. 6.

Other InformationsMarketing Management(12th edition)- Philip Kotlar-Page no.- 102 Research Methodology (2nd edition)- C.R. Kothari- Page no.-10 Information regarding the other consumers is secondary information and is taken by the following:1. Paint Contractors- Paint Dealers, Winners of Promotional Schemes 2. Society or House In charge- Property websites Other information is taken by the Respective employees of KNP regarding the other small factors that affects the Paint Market.


Kansai Nerolac Paints