CONTENTS

Topic

Chapter - 1 Introduction of the Study

(a) Objective of the Study
(b) Scope of the Study
(c) Methodology Used in the Study
(d) Limitation of the Study

Chapter – 2 Introduction of the Organization

(a) History of the Organization
(b) Financial Status of the Organization
(c) Product Profile of the Organization
(d) Competitors of the Organization
(e) Organizational Structure

Chapter – 3 Theoretical Aspect of Consumer Behaviour

Chapter - 4 Data Analysis And Interpretation

Chapter – 5 Research Methodology

Chapter – 6 Conclusion & Suggestions

 Bibliography
 Questionnaire
 CHAPTER - 1

Introduction of the Study

(a) Objective of the Study
(b) Scope of the Study
(c) Methodology used in the Study
(d) Limitation of the Study
 INTRODUCTION OF THE STUDY

TOPIC
This project works deals with the topic “Study of the Consumer
Behaviour of Paints with special reference to Kansai Nerolac Paints Ltd.” in
Gaya market.

(a) Objective of the Study

Every study is done with certain objectives. The study without objectives preset is
a futile exercise, as it will end in no conclusion.
In this competitive environment whole market is consumer oriented. This
time they are the king of the market. So, by this study I would like to know what is
there actual role into the market and what is their behaviour towards the products
and services are getting from respective companies.
Another objective is to study the level consumer's awareness about different
brands of paints and that time what is the role of consumers.

REGARDING THE QUALITY OF BRAND

 To suggest measures to increase the market share Nerolac.

 To know the market size of the 1st quality, 2nd quality, 3rd quality Enamel
oil bound distemper and automatic paints.

BUYING BEHAVIOUR OF THE CUSTOMER

To know the buying behaviour of the customer is very important for
company. Because the company has to determine its strategy according to the
buying behaviour to know customer behaviour information should be gathered
from the customer.
(b) To know the competitive service provided by different paints companies.
(c) To know about the response for sales promotion schemes and
advertisement.
(d) To give some suggestions for improvement of the market share of Kansai
Nerolac Paints Limited.

Scope of the Study

The scope of the study for management student gets to apply all their theoretical
knowledge in the company’s summer training. During training they solve the
particular problem given by the company and come to know the various thing
practically.

The study gives the company a true and unbiased picture of its position and
standing in the Eastern Zone especially at Gaya Market and also its image in the
society.
 Methodology

For the preparation of project report especially in case of Marketing every steps
should be anticipated closely. In this anticipation of formulation there may arise
some problems, since these are two types of information.
(i) For Primary Information :
I have used personal interview method. This survey conducted on 150
consumers across Gaya Area. I used a set questionnaire containing some
questions for consumers. These data are expensive and time consuming but
these data are most important and reliable.

(ii) The Secondary Information :

This secondary data were collected from the internal sources (Company’s
Documents) of as well as some external sources (Paper & Magazines). This
collection of these data is for easier and less time consuming.
 Limitation of the Study

Limitations are always accompanied with any work. I had completed his study
within short span of 6 weeks & it was not possible to understand practically all
aspects of the subjects. Each and every factor has been carried out carefully as
much as possible limitation to the study are beyond control.

As all the primary data has been collected by discussion and interviews, there is a
choice of error as people hesitate in granting correct data and sometime exaggerate
the information. Although I tried to convince the respondents that the study is only
meant for academic purpose, some respondents were not ready to furnish other
information like competitors of nerolac products, how nerolac is better than other
products, regarding advertisement etc. The investigator hopes that the study will
yield dependable and useful results.
 CHAPTER - 2

Introduction of the Organization

(a)History of the Organization
(b) Financial Status of the Organization
(c) Product Profile of the Organization
(d) Competitors of the Organization
(e) Organizational Structure
 Introduction of the Organization

(a) History of the Organization

We embarked our journey in 1920 as Gahagan Paints and Varnish Co. Ltd. at
Lower Parel in Bombay. In 1930, three British companies merged to formulate
Lead Industries Group Ltd. In 1933, Lead Industries Group Ltd. acquired entire
share capital of Gahagan Paints in 1933 and thus, Goodlass Wall (India) Ltd. was
born.

Subsequently, by 1946, Goodlass Wall (India) Ltd. was known as Goodlass Wall
Pvt. Ltd. In 1957, Goodlass Wall Pvt. Ltd. grew popular as Goodlass Nerolac
Paints (Pvt.) Ltd. Also, it went public in the same year and established itself as
Goodlass Nerolac Paints Ltd.

In 1976, Goodlass Nerolac Paints Ltd. became a part of the Tata Forbes Group
on acquisition of a part of the foreign shareholdings by Forbes Gokak.

In 1983, Goodlass Nerolac Paints Ltd. strengthened itself by entering in technical

collaboration agreements with Kansai Paint Co. Ltd., Japan and Nihon Tokushu
Toryo Co. Ltd., Japan.

In 1986, Goodlass Nerolac Paints Ltd. turned into a joint venture of the Tata
Forbes and the Kansai Paint Co. Ltd., with the latter acquiring 36% of its share
capital.

In 1999, Kansai Paint Company Ltd., Japan took over the entire stake of Tata
Forbes group and thus KNP became a wholly owned subsidiary of Kansai Paint
Company Ltd.
In 2006, on the 11th of July, Goodlass Nerolac Paints Ltd. name has been changed
to Kansai Nerolac Paints Ltd.

During the journey of continuous performance excellence, we have entered in to

many technical collaborations with other industry leaders such as E.I. Du-Pont de
Nemours & Company Inc., USA and Oshima Kogya Company Ltd., Japan for our
different products.

Our incessant journey of successes will go on backed by our present human asset
of over 2000 professionals and a sales turnover of Rs. 1484 crores

We are esteemed to be a subsidiary of Kansai Paint Company Limited, which is

the largest paint manufacturing company in Japan and among the top ten coating
companies of the world.

We are the second largest coating company in India with a market share of over
20%.

We are the market leader in industrial / automotive segment supplying over 90%
of the OEM requirements.

We are the leader in powder coatings.

Vision Values and Culture

In today’s dynamic business environment, no organization can afford to survive
without a well-articulated and carefully thought vision stating the overall strategic
direction and long-term future of its business.

We have been at the forefront of paint manufacturing over eight decades

pioneering a wide spectrum of quality products that change the face of economy
and lifestyles of people at large.
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.

We firmly believe that it is not only the vision of where we wish to go which will
form a cornerstone of all our further growth, but also our conviction to the fact that
the values based proposition has to be ultimate foundation of our business.

To this end we consciously have internalized and been practicing these values in
all our business transactions though human beings:
Innovation
Entrepreneurial
Responsive
Simplicity
Team Orientation

Cultural Ethos
Vision driven organization
Employees feel pride in being 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 levels
Performance-linked reward system
Management and employee commitment to organization values is high
Autonomy in work is high
High commitment to quality products
The Quality Policy

It is the philosophy of Kansai Nerolac Paints Ltd., and its associates to achieve
complete customer satisfaction by providing products and services that
consistently meet or exceed the customer needs and expectations, pursuant to
agreed specifications, delivery schedules and competitive prices. It is the
philosophy of the company to systematically operate its manufacturing facilities
by inculcating commitment to total quality management at all levels and on a
continuous basis with a view to achieving “First Time Right” results in
manufacture, services and other operations.

It is the company’s aim to constantly reduce waste of material and effort, increase
efficiencies and ensure safety of plant and people and protection of the
environment.

Open Door Policy

Working together requires that we have a friendly atmosphere based on trust and
respect amongst all of us.

At Nerolac we follow an Open Door policy. Any person is free and welcomed to
share good idea, suggestion, doubt, problem about job or work place, or
uncertainties about one’s future in the organization. An open and transparent
communication is appreciated.

Social Responsibility
The company continues to make its due contribution to community relief and
development activities and has donated both in cash and kind for the beautification
of some public places in Mumbai and elsewhere. The company continued its
activities directly or indirectly through trusts/agencies in community Development
and Social Welfare including contributions towards national defense, medical help,
education, improvement of environment etc.
Organizational Strengths
An organization is not set on pillars of brick and concrete but is set on strong
inherent characteristics that make it strong for years!

Nerolac is carrying on strong since 1920. Following are its strengths that have
kept this company in good faith.

Strong vision and values

Nerolac is a company with very clear and well-defined vision and very strong
values. Clarity of vision and strong foundation of cultural values have always kept
this company in good stead. Its ethical conduct has always guarded it against any
possible traps and pit falls.

We have made sure that the distribution hurdles and the climatic vagrancies do not
affect the quality of our services. This same commitment will ensure that Kansai
Nerolac will march towards its centennial year, fully dedicated and invigorated, in
step with the exciting wave of industrialization and modernization pervading
through the new India.
 (B) Product Profile of Kansai Nerolac Paints Ltd.

Products
Decorative Paints Industrial Paints

Decorative Paints
(1) Walls
Interior
Water Based Paints
EMULSION

Nerolac Impression 24 Carat Premium Luxury Emulsion

Product Description
Nerolac Impression 24 Carat Premium Luxury Emulsion is a premium quality
Architectural coating specially formulated by using pure acrylic latex, and high
opacity micronised pigments so as to impart smooth velvet finish, with excellent
washability.

Performance Features & Benefits

 Smooth Velvety Finish with Sheen

 Excellent Flow & Brushability
 Excellent Washability & Stain Resistance
 Very good Antifungal Resistance
 Ease of application
 Low odour.

Nerolac Impression Metallic

Product Description
Nerolac Impression Metallic is a premium quality water base special effect
designer series range that creats a variety of special effects and textures on
interior walls and is based on pure acrylic emulsion

Performance Features & Benefits

 Smooth Velvety Finish with Sheen

 Excellent Flow & Brushability
 Excellent Washability & Stain Resistance
 Very good Antifungal Resistance
 Ease of application
 Low odour.
 Good aesthetic look
 Can make various designs with different application tools

Nerolac Disney Emulsion

Description:
Nerolac Disney Emulsion is a water-based, premium super luxury interior wall
finish. It provides a distinctly rich, velvety smooth with exquisite satin finish.
Ideal base coat for Disney stencil application and for superior results.

Properties:
It offers excellent washability and superior stain resistance. No added lead,
mercury or chromium compounds.

Designs:
Nerolac Disney Emulsion has beautiful designs of Micky & family, Pooh and
Princess.

Packaging:
Nerolac Disney Emulsion is available in 1lt attractive pack. Along with this
one set each of stencil kit and tool kit is required for one complete design.
DISTEMPER

Nerolac Beauty Premium Acrylic Distemper

Product Description
Nerolac Beauty Premium Acrylic Distemper is supplied in paste form, and it
can be used for the decoration of fully matured plasterwork, concrete,
brickwork and asbestos surfaces. The paste is bound with a stable acrylic
medium.

Performance Features & Benefits

 Premium Acrylic Distemper

 Ease of application
 Good washability
 Eye soothing matt finish.

Nerolac Beauty Acrylic Distemper

Product Description
Nerolac Beauty Acrylic Distemper is supplied in paste form, and it can be used
for the decoration of fully matured plasterwork, concrete, brickwork and
asbestos surfaces. The paste is bound with a stable acrylic medium.
 Performance Features & Benefits

 Economical Distemper
 Ease of application
 Good washability
 Eye soothing matt finish.

Nerolac Beauty Oil Bound Distemper

Product Description
Nerolac Beauty Oil Bound Distemper is supplied in paste form and it can be
used for the protection and decoration of fully matured plasterwork, concrete,
brickwork and asbestos surfaces. The paste is bound with a stable oil emulsion
medium.

Performance Features & Benefits

 Ease of application.
 Good washability
 Eye soothing matt finish.

Solvent Based Paints

(i) Nerolac Pearls Lustre Finish

Nerolac Pearls Lustre Finish

Brand Name

Nerolac Pearls Lustre finish is a Special Interior Wall paint that captures the magic
glow of pearls and the intrinsic resilience of the shell. Thus, this paint very rightly
stands for "Ornamentation for walls". This is a special product for interior use,
developed by incorporating selected pacifying pigments dispersed in a specially
formulated medium.
Performance Features & Benefits

 Silky finish with pearly sheen

 Excellent stain resistance
 Very good washability
 Good applicability
 Tough and hard film.

ENAMEL
Nerolac Synthetic Enamel

Product Description
Nerolac Synthetic Enamel is a time tested and proven, high quality alkyd based
enamel incorporated with best quality opacifying and light fast pigments.

Performance Features & Benefits

 Excellent Water Repellency

 Good Stain Resistance

 Excellent flow characteristics to form smooth and uniform finish

 Excellent Hardness and Durability
 Excellent Gloss.

Nerolac Satin Enamel

Product Description

Nerolac Satin Enamel is specially formulated to give an excellent smooth

finish resembling the smoothness of satin to masonry, wood and metal
surfaces. It can be easily cleaned to give new look to the surface.

Performance Features & Benefits

Very smooth satin like appearance

Good wash ability
Very good flow and brush ability
Hard durable film.

Nerolac Impression Hi-Performance Enamel

Product Description
Nerolac Impression Hi-Performance Enamel is a specially designed coating having
a judicious blend of high quality resin & light fast pigments. It is recommended for
suitably primed interior & exterior wooden, masonry and metal surfaces.

Performance Features & Benefits

 Super sleek and shiny finish with special anti-fungal formula to provide
protection from fungus.
 Excellent gloss and gloss retention.
 Excellent colour and colour retention
 Excellent flow characteristics to form smooth and uniform finish
 Excellent durability
 Up to 30% more coverage than popular enamels.

FLAT OIL
Nerolac Synthetic Flat Paint Interior

Description: Nerolac Synthetic Flat Paint Interior is a ready to use paint for wall
& ceilings incorporating high opacity pigments dispersed in a synthetic resin
medium. This product can be blended with Nerolac Synthetic Enamel in various
proportions to obtain different sheen levels as desired.

Properties: Nerolac Synthetic Flat Paint Interior can be easily applied on interior
walls which when dried gives a pleasant velvet matt finish. The dried film provides
a very hard wearing surface. It can be regularly cleansed without detriment to its
appearance. The matt finish is useful in minimizing the uneven appearance of
ceiling & wall surfaces. It is best suited for decoration of ceiling & wall surfaces
where a matt finish combined with long-term durability is an essential
requirement.

Packing: The choice of packs that are offered to the consumer are 20 litre drums,
4 litre & 1 litre tins.

Exterior

Nerolac Impression Excel Anti Peel Acrylic Exterior Paint

Product Description

Nerolac Impression Excel Anti Peel Acrylic Exterior Paint is premium water
based, high performance, long lasting exterior paint, formulated to suit the extreme
tropical conditions of high rainfall, humidity and heat. The product is based on
100% Acrylic resin and hence it forms a tough and flexible protective film, with an
excellent bonding to the substrate, which prevents peeling off or cracking for years
together. Nerolac Impression Excel Anti Peel Acrylic Exterior Paint contains a
unique combination of surface protectants, which are released slowly over a long
period of time. This actively helps not only to prevent the fungal and algae growth,
but also, ensures constant surface activity against these irritants for a long period.

Performance Features & Benefits

 Excellent out-door durability

 Very good colour retention
 Faster drying
 Smooth & Matt to Slight Sheen finish
 Excellent resistance to fungal and algae growth
 Easy to apply and maintain
 Superior washability & scrub resistance
 Very wide range of beautiful colours
 Very good coverage thus good value for money.
 Nerolac Impressions Excel Total All in One Acrylic Exterior Emulsion

Product Description

Nerolac Impressions Excel Total All In One Acrylic Exterior Emulsion is high
performance premium water based, long lasting exterior paint, with UPF
(Ultimate Paint Formula). It is formulated to suit the extreme tropical
conditions of high rainfall, humidity and heat. The product is based on 100%
Acrylic resin and hence it forms a tough and flexible protective film, with an
excellent bonding to the substrate, which prevents peeling off or cracking for
years together. It contains special type of emulsion which gives Excellent Dirt-
pickup Resistance and Excellent Sheen. 1`All In One Acrylic Exterior
Emulsion contains a unique combination of surface protectants, which are
released slowly over a long period of time. This actively helps not only to
prevent the fungal and algae growth, but also, ensures constant surface activity
against these irritants for a long period. It also offers a 7 year warranty*

Performance Features & Benefits

 Excellent Dirt Pick up Resistance

 Excellent resistance to fungal and algae growth
 7 year warranty*
 Excellent out-door durability
 Very good colour retention
 Smooth & High Sheen finish
 Easy to apply and maintain
 Superior washability & scrub resistance
 Very wide range of beautiful colours
 Very good coverage thus good value for money.

Nerolac Suraksha Advanced Plastic Exterior Paint

Product Description
Nerolac Suraksha Advanced Plastic Exterior Paint is an economical water
thinnable coatings, specially designed for application on exterior walls in dry or
moderatey humid climatic conditons. It has good Washability, Anti-Algal & Anti
Fungal properties.

Performance Features & Benefits

 Economical water thinnable coating

 Better outdoor durability
 Smooth and pleasing finish with Sheen
 Performance much superior to cement paint
 No need of curing.

Nerolac Suraksha Plastic Exterior Paint

Product Description

Nerolac Suraksha Plastic Exterior Paint is an economical water thinnable coatings,

specially designed for application on exterior walls in dry or moderatey humid
climatic conditions. Nerolac 'Suraksha' is much superior to normal cement paint
coatings in respect to exterior durability, finish, washability and resistance to
fungus / algae.

Performance Features & Benefits

 Economical water thinnable coating

 Better outdoor durability
 Smooth and pleasing finish
 Performance much superior to cement paint
 No need of curing.

TEXTURED
Nerotex Matt Decorative And Protective Exterior Finish
Product Description

Nerotex matt wall finish 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 mould growth. It protects the
exterior surfaces from rain, sun, dust.

Performance Features & Benefits

 Very good exterior durability

 Matt and textured finish
 Good resistance to fungus, algae and moulds
 Good flexibility and adhesion
 Good washability

CEMENT

Nerocem with Titanium+

Product Description

Nerocem with Titanium + 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.

Performance Features & Benefits

 Easily mixable with water

 Superior water repellency
 No cracking, flaking or peel off
 Excellent hiding power
 Ease of application by brushing.
NEROLAC IMPRESSION EVER LAST SELF CLEANING
Nerolac Impression Everlast Self Cleaning

Product Description

Nerolac Everlast with pliolite 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 pigments and special type of extenders, dispersed in a
balanced combination of different grades of Styrene Acrylate Resins and
plasticized with ultra violet stabilized grade of plasticizer.

Performance Features & Benefits

 Excellent durability
 Excellent adhesion to masonry surfaces
 Very good alkali resistance
 Unique breathable film properties
 Self cleaning characteristics
 Very good resistance to mould growth
 Can be applied on freshly constructed masonry surfaces.

(2) Woods
(I) 1K PU
Variants - Gloss, Matt
Type of Coat - Top Coat
Features - Good Gloss, Easy to Use, Good Value for Money
Usage - Wood, Veneer

(II) Mel'mine
Variants - Gloss, Matt, Thinner
Type of Coat - Top Coat
Features - Excellent Finish, Quick Drying, Compatible to all
base coats, Non Yellowing
Usage - Wood, Veneer, MDF
 (III) 2K PU
Variants - Gloss, Matt, Sealer, Thinner
Type of Coat - Top Coat

(IV) PU Interior +
Variants - Gloss, Matt
Type of Coat - Top Coat

(V) Multisealer
Variants - NA
Type of Coat - Base Coat

(VI) Water Clear Lacquer

Variants - NA

(VII) Wood Stains

Variants - NA
Type of Coat - Color

(VIII) NC Sanding Sealer

Variants - NA
Type of Coat - Base Coat
Features - White & opaque in appearance, Quick Drying

(IX) NC Wood Filler

Variants - NA
Type of Coat - Base Coat
Usage - Wood, Veneer, MDF

(X) NC Thinner
Variant - NA
 Type of Coat - Thinner
Features - Compatible with NC & Melamine based products

(3) Metals

Nerolac Impression Hi-Performance Enamel

Product Description

Nerolac Impression Hi-Performance Enamel is a specially designed coating

having a judicious blend of high quality resin & light fast pigments. It is
recommended for suitably primed interior & exterior wooden, masonry and
metal surfaces.

Performance Features & Benefits

 Super sleek and shiny finish with special anti-fungal formula to provide
protection from fungus.
 Excellent gloss and gloss retention.
 Excellent colour and colour retention
 Excellent flow characteristics to form smooth and uniform finish
 Excellent durability
 Up to 30% more coverage than popular enamels.

Nerolac Satin Enamel

Product Description
Nerolac Satin Enamel is specially formulated to give an excellent smooth finish
resembling the smoothness of satin to masonry, wood and metal surfaces. It can
be easily cleaned to give new look to the surface.

Performance Features & Benefits

 Very smooth satin like appearance

 Good washability
 Very good flow and brushability
 Hard durable film.
Nerolac Synthetic Enamel

Product Description
Nerolac Synthetic Enamel is a time tested and proven, high quality alkyd based
enamel incorporated with best quality opacifying and light fast pigments.

Performance Features & Benefits

 Excellent Water Repellency

 Good Stain Resistance

 Excellent flow characteristics to form smooth and uniform finish

 Excellent Hardness and Durability
 Excellent Gloss.

INDUSTRIAL PAINTS

Automotive Coatings

Kansai Nerolac is the Market Leader in the automotive coating segment in India
with a market share of over 60% with global technology acquired from Kansai
Paint Co. Ltd, Japan. Kansai Nerolac offers the latest technology in automotive
painting systems to the Indian automotive industry.

Automotive Coatings of Kansai Nerolac have been tested and certified by global
automotive manufacturers who have set up base in India, like:

Suzuki Motors
Honda Motors
Toyota Motors
Ford Motor Company
General Motors Corporation
IVECO Motors
Peugeot
Through its various strategic collaborations, Kansai Nerolac offers a total painting
system to auto makers in India with a range of products, starting from Pretreatment
Chemicals, Electro Deposition Primers, Intermediate Coats/primer Surfacers, Solid
& Metallic Top Coats, Clear Coats Touch-up Paints.

The product range is backed up by a strong technical service network of experts

placed at customers’ end, training programs, VA/ VE activities in co-ordination
with customers resulting in ultimate delivery of optimized painting solutions.

Kansai Nerolac has tie-up with the global players for product range offered to
automotive and industrial customers. Kansai Nerolac has entered into
collaboration with the following players for specific product range:

Company
 Product Category
 Kansai Paint Co., Japan
 ED Primers, Automotive & Industrial Coatings
 Nihon Parkerizing, Japan
 Pre-Treatment Chemicals
 Oshima Kogyo, Japan
 Heat Resisting paints
 Ameron, USA
 High Performance Coatings

Product Range:

Pretreatment (PT) chemicals

Degreasing chemicals - High Temp. / Low Temp.
De-rusting chemicals
Phosphating Chemicals - Di-cationic and Tri-cationic
Activation and Passivation chemicals
Surface Conditioners
Pretreatment Chemicals for plastics
Electro Deposition (ED) Primers

Polybutadiene Resin Based Anodic Electrodeposition Primer

Epoxy Resin Based Cathodic Electrodeposition Primer
Acrylic Resin Based Cathodic Electrodeposition Primer

Intermediate Coats / Primer Surfacers

Conventional Primers, based on - Alkyd-Amino Epoxy Polyester amino

Polyurethane
The Intermediate Coats are available in White, Light Grey, Dark Grey, Red, Blue
and other specific colours as required by OE manufacturers.’

Top Coats

Solid Colours, based on -

Alkyd-Amino, TSA Polyester amino, Polyurethane

Metallic / Mica, based on -

Polyester, Thermo-setting Acrylic, Polyurethane

Clear Coats
Acrylic amino
2K acrylic urethane
Alkyd-Amino
Polyester / Acrylic
Silane based Mar Resistant
Touch-Up Paint
Nitro-cellulose Acrylic based paint
Quick Drying Acrylated based paint
Polyrethane based paint
The entire range of products from Primers to Top Coats are available as per
customers' specific colour/performance need.

General Industrial Coatings

The paint manufacturing industry is moving ahead by leaps and bounds, and
setting the momentum is Kansai Nerolac Paints. A pioneering R&D, ensures we
manufacture a wide spectrum of paints that change the face of the industry in
India.

Our product spectrum offers a comprehensive coating system starting from P.T.
Chemicals, Primers, Top Coats & Lacquers, Coil Coats, Heat Resistant Paints,
Metal decoration coating, etc.

High Performance
It is amazing how often the havoc wreaked by the ravages of corrosion goes
unnoticed, even though rough estimates put the corrosion losses in India at a
whopping Rs. 4000 crores a year!

Powder Coating

Polycoat Powders Ltd.

Polycoat Powders Ltd., is an associate company of M/s. Kansai Nerolac Paints
Ltd., occupying the No.1 position in the powder coating segment in India.
Polycoat Powders Ltd. is an ISO-9001 certified company and is engaged in the
manufacture of Thermosetting Powder Coatings since 1984. The powders are
manufactured in technical collaboration with Kansai Paints - Japan which is
among the top 10 Coating companies in the world. The manufacturing facilities
for Powder Coating are at Lote Parshuram in Ratnagiri district, Maharashtra &
at Bawal,Haryana.
 (d) Competitors of the Organization

Kansai Nerolac Paints Ltd. is a Company of 1320 crore turnover. Company is

giving its service from more than eight decades. In the market company is
prevailing with great impact in the mind of customers. Now - a - days KNP Ltd.
has to face caught throat competition in the market because there is a large no. of
competitors. In both the segment Decorative and Industrial, Its competitors are as
follows :-

Decorative Industrial
Asian Paint ICI
Berger Paint Berger
Jensons & Nicholson Paint Rajdoot
Shalimar Paint Dupont
ICI Paint Modi
Modi Paint

Now, here are some of the competitors products and its brand name.

ASIAN
Premium Emulsion - Royale
Premium Exterior Emulsion - Apex
Washable Distemper - Tractor
Exterior Plastic Paint - Ace.
Synthetic Enamel - Apcolite
BERGER PAINTS
Premium Emulsion - Luxol Silk
Premium Exterior Emulsion - Weather coat.
Washable Distemper - Bison
Exterior Plastic Paint - Wall Masta
Texturised Finish Exterior - Weather coat Texture
Synthetic Enamel - Luxol
Coment Base Paint - Durocem

ICI
Premium Emulsion - Velvet Touch
Premium Exterior Emulsion - Weather Shield
Washable Distemper - Maxilite
Exterior Plastic Paint - Dulux
Texturised Finish Exterior - Supercoat
Synthetic Enamel - Dulux
Coment Base Paint - Farcocem
 (e) Organizational Structure

A sale organization is both an orienting point for co-operative endeavor and a

structure of human relationships. It is a group of individuals striving jointly to
reach qualitative and bearing formal and informal relations to one another.

Existence of a sales organization implies the existence of patterns of relationships

among subgroups and individuals established for purposes of facilitating
accomplishment of the group's aims.

A good and efficient sales organization is the foundation for execution of sales
policy and sales programme.

The concept of organizational structure is somewhat abstract and illusive.

However it is real and effects everyone in the organization.

According to March and Siman, "Organizational structure consists of those aspects

of pattern of behaviour in the organization that are relatively stable and change
only slowly."

It facilitates the growth of the organization. It stimulates creative thinking and

initiative by proving well defined are of work with provisions for development of
new and improved ways of working.
 Organizational Structure

Managing Director

Vice-President, Sales

Zonal Manager Zonal Manager Zonal Manager Zonal Manager

(East) (West) (North) (South)

R.S.M R.S.M R.S.M R.S.M

Unit Head, Unit Head, Unit Head,

Bihar & Nepal Jharkhand Orissa

Territory Sales Territory Sales Territory Sales

Incharge Incharge Incharge
 CHAPTER - 3

A THEORETICAL ASPECT OF CONSUMER

BEHAVIOUR
 A THEORETICAL ASPECT OF
CONSUMER BEHAVIOUR

CONSUMER BEHAVIOUR
PRODUCT :- Anything that can be offered to a market for attention.
Acquisition, use or consumption and that might satisfy a want
or need.

CONSUMER :- Persons that have need as well as ability and authority to

purchase that goods and services.

CONSUMER BEHAVIOUR
Ther term "Consumer Behaviour" refers to the behaviour that consumer display in
search for purchasing, using evaluation and disposition of products and services
that they expect will satisfy their needs. The study of consumer behaviour is the
study of how individuals make decisions to spend their available resources (time,
money, effort) on consumption related items. It include the study of what they buy,
why they buy it when they buy where they buy it, how often they buy it and how
often they use it. In this process the consumer deliberated within himself before the
finally makes a purchase or more.

This deliberation relates to many variables and is aimed to solving consumption

problem. Among these problems the first and foremost is to decide whether to
spend money or to save it.

Once a decision is taken to spend money the second problem is to decide what to
buy because the resources are limited and needs are multiple. Therefore needs are
to be marked in priority terms.
During my study I found that how consumers make a decision for buying a
product.

Models of consumer behaviour

The bayer's characteristics and decision process lead to certain purchase decision.
The marketers task is to understand what happens in the buyers consciousness. The
buyers' behaviour is stimuli response between the arrival of outside stimuli and the
buyers' purchase decision.

Marketing Other stimuli Buyers' Buyers' decision Buyers'

stimuli characteristics process decision
Product Economic Cultural Problem Recognition Product choice
Price Technological Social Information Search Brand choice
Place Political Personal Evaluation of Dealer choice
Promotion Cultural Psychological alternative Purchase
Purchase decision Post Timing
Purchase behaviour Purchase
amount

A consumer buying behaviour is influenced by cultural, social, personal and

psychological factors exerts the product and deppest influences.
It may be shown as follows :-
Factors

Cultural Social Personal Psychological

Cultural Sub-Cultural Social Class

Factor Factor Factor

Reference Group Family Rules and Status

Age & Stage Occupation & Economic Personal and Life Style
Life Cycle Circumstances Self concept & Values

Motivational Learning Perception Believes & Attitude

Culture Factors :-
Culture factors have great impact on consumer behaviour. The roles played by the
buyer's culture, subculture and social class are particularly.

Culture :-
Culture is the most fundamental determinants of a person's wants and behaviour.
The growing child acquires a set of values, perceptions, preference and behaviour
through his or her family and others key institutions. A child growing up in
America is exposed to the following values i.e. achievement and success, activity
efficiency, practical progress material comfort, individualism, freedom external
comfort, humanitarianism and youthfulness.

Sub Culture :-
Each culture consists of smaller sub-culture that provide more specific
identification and socialization for their members, sub-culture includes
nationalities, religious, radial group and geographic regions, many sub-cultures
make important market segment and marketers often design product and market
programs according to their needs.

Social Class :-
Virtually all human societies exhibit social stratification. Stratification sometimes
takes the form of a caste system where the members of different caste are reared
for certain roles and cannot change their caste membership. More frequently
stratification takes the form of social classes. Social classes are relatively
homogenous and enduring divisions in a society, which are hierarchically ordered
and whose members share similar values, interests and behaviour.

Social classes are divided into seven terms :-

 Upper - upper class
 Lower - upper class
 Upper - middle class
 Middle - Class
 Working Class
 Upper - lower classes
 Lower-lower class

(2) SOCIAL FACTORS :-

A consumer behaviour is also influenced by such social factors as reference group,
family, role & status.
Reference Group :-
Many groups influence a person's behaviour. A person's behaviour group that have
a direct or indirect influence on the person's attitudes and behaviour. Groups
having a direct influence of a person are called membership groups. These are
groups to which the person belongs and interacts. Some are primary groups such as
family, friends neighbours with which the person interacts fairly continuously.
Primary groups tend to be informal. A person also belongs to secondary groups
such as religious, professional and trade union groups which tend to be more
formal and require less continuous interaction.

People are also influenced by groups in which they are not members. Groups to
which a person would like to belongs are called inspirational groups.

Family :-
Most consumers belong to a family group. They influence the pattern of
consumption. Buying habits creates by family influences. The members of the
family play different roles as for deciding, purchaser and user. The housewife may
act as a mediator of products that satisfy wants and desires of the children. Many
question arise in the whole family but a marketer has to think that who is the main
purchaser of family.

In the case of expensive products services, husband and wives engage in more
joint decision making. The marketers need to determine which member normally
has the greater influence in choosing various products often it is a matter of who
has more power or expertise.

Here are Typical product patterns

Husband dominant :- Life insurance, Automobiles, T.V.
Wife dominant : - Washing Machine, Furniture, Kitchenware
Equal :- Vacation, Housing, Outside entertainment.
Roles and Status :-
A person participates in many groups :- family, clubs and organization. The
person's position in each group can be defined in term's of roles and status. A role
consists of the activities that a person is expected to perform. Each role carries a
status. A supreme court justice has more status than a sales manager and a sales
manager has more status than an office clerk. People choose products that
communicate their role and status in society. Thus company drive Mercedes, wear
expensive suits and drink chives regal scotch. Marketers are aware of the status
symbol potential of products and brands.

PERSONAL FACTORS :-
A buyer's decisions are also influence by personal characteristics not by the buyer's
age and life stage, occupation, economics circumstances, lifestyle and personality
and self concept.

Age and Life cycle stage :-

People buy different goods and services over their lifetime. The eat baby food in
the years, matured foods in the growing and mature years, and special diets in the
latter years. People's taste in clothes furniture and recreation is also age related.

Consumption is also shaped by the stage of the family life cycle. Marketers often
choose life cycle groups as their target market.

Some recent work has identified psychological life cycle stages. Adults experience
certain "passages" or transformations as they go through life markers pay close
attention to changing life circumstances divorce widowhood remarriage and their
effect on consumption behaviour.

Occupation :-
A person's occupation also influences his or her consumption pattern. A blue collar
worker will buy work clothes work shoes, lunch box. A company's president will
buy expensive suits, air travel, country club membership and a large sail boat.
Marketers try to identify the occupational groups that above average interest in
their product and services. A company can even sexualize their computers
software companies will design different computers software for brand manager,
engineers, lawyers and physicians.

Economic Circumstances :-
Product choice is greatly affected by ones economic circumstances. People's
economic circumstances consists or their spendable income, its level stability and
time pattern, saving and assets including the percentage that is liquid debts,
borrowing power and attitudes towards spending versus saving.

Lifestyle :-
People coming from the same sub-culture, social class and occupation may lead
quite different lifestyles. A person's life is the person's pattern of living in the
world as expressed in the person's activities, interest and opinions. Lifestyle
portrays the "whole person" interacting with his or her environment. Marketers
will search for relationship between their product and lifestyle groups. A computer
manufacturer may find that most computer buyers are achievement oriented. The
marketer may then aim the brand more clearly at the achiever lifestyle.

Personality and Self-concept

Each person has a distinct personality that will influence his or her buying
behaviour. By personality we mean the person's distinguishing psychological
characteristics that lead to relatively consistent and ending responses to his or her
environment. Personality is usually described in terms of such facts as self
confidence, dominance, autonomy difference, sociability, defensiveness and
adaptability.
(4) Psychological Factors

A person's buying choices are influenced by four major psychological factors

 Motivation,
 Perception
 Learning and Beliefs
 Attitudes

Motivation :-
A person has many needs at any given time some needs are biogenic they arise
from psychological states of tension such as larger, thirst, discomfort. Other needs
are psychogenic ; they arises from needs are psychogenic they arises from
psychological states of tension such as the need for recognition, esteem, or
belonging. A need becomes motive when it is aroused to a sufficient level of
intensity. A motive is need that is sufficiently pressing to drive the person to act.

Perception :-
Perception is the process by which an individual organization select interprets
information, inputs to create a meaningful picture of the world.

Perception depends not only on the physical stumuli but also on the stimuli
relation to the surrounding field and on condition within the individual.

The key word is the definition of perception of individual. One person might
perceive a fast talking sales person as aggressive and in sincere, another as
intelligent and helpful. People can emerged with different perception of the some
object because of three perceptual process, selective attention, selective distortion
and selective retention.
Learning :-
Learning involves changes in an individual's behaviour arising from experience.
Most human behaviour learned learning theorists believe that learning is produced
through the interplay of desirous, stimuli, cues responses and reinforcement.

Beliefs and Attitudes :-

Through doing and learning people acquired beliefs and attitudes. These turns
influence buying behaviour. A belief is a descriptive thoughts that a person holds
about something.

Believes may be based on knowledge, opinion or faith. They may or may not carry
emotional charges, of course manufacturer are very interested in the beliefs.
People carry in their heads about their products and services.

An attitude is a persons enduring favourable or unfavourale evaluation emotional

feelings and action tendencies towards some object or ideas.

People have attitude towards almost everything politics clothes music, food.
Attitudes put them into a frame of mind of disliking and object moving towards or
away from it. Attitudes lead people to behave in fairly consistent way towards
similar object. People do not have to interpret and every object in a fresh way,
because attitudes economize on energy and thought, they are very difficult to
change. A person attitude settle into a consistent pattern to change a single attitude
may require major adjustment in other attitudes.

*************
 CHAPTER - 4

DATA ANALYSIS AND INTERPRETATION

 DATA ANALYSIS AND INTERPRETATION

FINDINGS :-
For the purpose of survey and collection of data the surveyor interviewed
customers, painters.

The findings derived from the analysis of the respondents relating to various
aspects of the study is explained below :-

1. When did you last use paint ?

YEAR % OF RESPONDENT
Last Year 39
2-3 Year 36.25
3-4 Year 06.08
4-Above 18.08

45
40
35
30
25
20
15
10
5
0
Last Year 2-3 Year 3-4 Year 4-Above

Note : This data is related and depend on a lot of factors as which type of paints
people use, its quality shades. Financial status special occasion etc.
2. Which brand for paints you prefer ?

NAME OF THE COMPANY % OF RESPONDENT

Nerolac 25%
Asian Paints 30%
Berger 20%
Others 25%

25% 25%

20%
30%

Nerolac Asian Paints Berger Others

3. What are the reasons for using that product ?

REASON % OF RESPONDENT
Brand Name 11.5%
Price 20.5%
Quality 54.5%
Advertisement 10.5%
Max. Shade 0.3%

60.00%

50.00%

40.00%

30.00%

20.00%

10.00%

0.00%
Brand Name Price Quality Advertisement Max. Shade
4. Who suggest you to buy the brand you are using ?

SUGGESTION % OF RESPONDENT
Self 32
Painter's Choice 40
Dealer/Retailer 28

28% 32%

40%

Self Painter's Choice Dealer/Retailer

5. Does advertisement influence you to buy a particular brand of paint ?

RESPONSE % OF RESPONDENT
Yes 48.9
No 41.0
Can't Say 10.1

10%

49%

41%

Yes No Can't Say

6. Do you know KNP is Japanese Multi National ?

RESPONSE % OF RESPONDENT
Yes 21
No 79

21%

79%

Yes No
8. Do you know KNP is the 2nd largest paint company of India ?

RESPONSE % OF RESPONDENT
Yes 10
No 90

10%

90%

Yes No
9. Do you know KNP consumer scheme ?

RESPONSE % OF RESPONDENT
Yes 18
No 82

18%

82%

Yes No

********
CHAPTER - 5
 RESEARCH
METHODOLOGY
RESEARCH METHODOLGY

Research is an important pre-requisite for a dynamic organization to be précised.

Research is more systematic activity directed towards the discovery and development of
organized body of knowledge. Some of the characteristics of research methodology are as
follows:
Research is directed towards a solution of problem. It may attempt to answer a question
or determine the relation between two or more variables.
Research involves gathering new data for primary of first hand sources or using existing
data for new purposes.
Research is based on observable experience or empirical evidence.
Research strives to be objective and logical applying every possible test to validate the
proceed are employed the data collection and conclusion research.
STEPS OF METHODOLOGY
COLLECTION OF DATA
ORGANIZATION OF DATA

PRESENTATION OF DATA

ANALYSIS OF DATA

INTERPRETATION OF DATA

RESEARCH
Research comprises defining and redefining problems, formulating hypothesis or
suggested solutions, collecting, organizing and evaluating data, making deductions and
reaching conclusions and at last carefully testing the conclusions to determine whether
they fit the formulating hypothesis.

RESEARCH METHODOLOGY
Research methodology is a way to systematically solve the problems. It is a way of
studying how research is done scientifically. It consists of various steps that are generally
adopted by the researcher in studying his research problems along with the logic behind
them.
For solving the problem related to “performance management” of the LIBERTY
company research is done by using the “360 degree performance appraisal method”
which is helpful in analysis of , performance management simplification of accounting
data, helpful in comparative study, helpful in locating the weak spots of the business,
helpful in forecasting, estimating the trends of the business, effective control etc.

RESEARCH DESIGN
Research design is a framework or the blue print for conducting the research project.
Research design is the arrangement of conditions for collection and analysis of data in a
manner that aims to combine relevance to the research purpose with economy in
procedure. It includes an outline of what the researcher will do from writing the
hypothesis and its operational implications to the final analysis of data.
“An overall plan of action to be followed during an experiment to be sure that the
objective are met. Often the specific procedures to solve problems are included in
the research design”
The main objective of over study is to analysis the performance management of the firm
through 360 degree performance appraisal method. This technique are helpful in solving
the problems which we faced during the research. Research Design refers to "framework
or plan for a study that guides the collection and analysis of data". A typical research
design of a company basically tries to resolve the following issues:
Determining Data Collection Design
Determining Data Methods
Determining Data Sources
Determining Primary Data Collection Methods
Developing Questionnaires
Determining Sampling Plan

TYPES OF RESEARCH DESIGN

Exploratory research design
Descriptive research design

EXPLORATORY RESEARCH DESIGN

It is also termed as Formulative research design. The main purpose of the study is to
formulate a problem for more precise investigation. In it
we understand the performance management through 360 degree performance appraisal
method.

DESCRIPTIVE RESEARCH DESIGN

This research is the most commonly used and the basic reason for carrying out descriptive
research is to identify the cause of something that is happening.
The research design is the master plan specifying the methods and procedures for
collecting & analyzing needed information. The research design in this project is
DISCRIPTIVE. Descriptive research includes surveys & facts findings.

SOURCES OF DATA
It is of two types:-
Primary Data
Secondary Data

PRIMARY DATA
Primary data are those data, which is originally collected. It is of following type’s
questionnaire, interview, observation etc.

SECONDARY DATA
Secondary data are those data which are collected and which has been passed through
statistical research.In this project, secondary data has been collected from following
sources:-
Annual Reports
Books
Internet
Other material and report published by company

SAMPLE DESIGN
Sample design is a technique or the procedure which the researcher would adopt in
selecting items for the sample. It is not possible for any researcher to include each and
every member of the universe in his research process. So, he selects small portion of the
universe, which is its true representative. This group known is sample and this process is
called Sampling.

Sample designs are basically of two types:

Non – Probability Sampling
Probability Sampling

NON- PROBABILITY SAMPLING

In this items for the sample are selected deliberately by the researcher, by using his own
judgment. In this every item of universe does not have equal chances of inclusion in the
sample.
It can be of following type:
Convenience Sampling
Judgment Sampling
Quota Sampling

PROBABILITY SAMPLING
It is also known as Random Sampling or Chance Sampling. In this, each population
element has equal chance of selection.
It can be of following type:
Random Sampling
Stratified Sampling
Cluster Sampling
Multi stage Sampling

In this project, non - probability sampling has been used because sample is selected by
own view and every item of universe has not equal chances of being selected. Under non-
probability sampling, convenient sampling has been used because sample has been
selected according to own convenience.
Sampling size: This refers to the number of person institution to be surveyed. Total
sampling size of this study is 50
Sampling procedure: This refers to the procedure by which respondents should be
chosen. This study is conducted on the basis of convenience sampling and judgment
sampling.

DATA COLLECTION METHODS:

1. Primary data is gathered through a survey conducted on employees.
2. Secondary data is collected from internet, files, record books, company manuals and
books
Research instrument used in this project report for collecting primary data is
Questionnaire
INSTRUMENT USED: Questionnaire
SAMPLING TECHNIQUE: Random sampling

DATA ANALYSIS:
The data collected through survey was analyzed with the help of simple percentages,
tabular and graphic methods which included pie charts, bar graphs are used to analyze the
data.
LIMITATIONS
1) Analysis was based on sample results
2) Some employees were not very open, forthcoming in writing their responses
3) It was difficult to get questionnaire filled by employees due to their busy schedule
4) Some employees had biased response style in dealing with sensitive issues

SELF ANALYSIS

Impact of GST on Industry

After implementation of GST, paint industry will go on rise about 10% to 15% the rate of
tax for job work is 18% after this, industry of paint will touch new avenue. It impacts the
whole market including in non urban areas also.

Research report

After the research of this organization we found that this organization will achieve
maximum profit & creates its wealth also. Its focus on corporate E-Governance is
working on for the benefit of society. Its management team are well skilled & they are
professional. On deeply analysis we also fount that this organization will be the major
dominant of paint industry.
CHAPTER – 6
 Conclusion and Suggestions

During the last decade the increase in productions of paint is increasing in high
volume. With the changing of rapid Economy, domestic house and construction
work are going very fast.

This is a market, which shows such a boom. Before introducing a new product,
there is a need to know the growing market opportunities, competitor's
performance on that product and market demand. All this information is needed to
formulate market strategies and procure raw materials.

Customer satisfaction tracking will help to minimize the weakness and take
corrective steps to achieve the desired performance. It is the pillor of corporate
success. It is the gospel of today's business.

So, the study conducted by the researchers is so vital to the company as well as to
the researcher to understand the problem and prospects of existing product in the
existing market. From the analysis I found the following conclusion.

1. The first and most important thing is to strengthen the chain of

management.
2. Since Brand cast media found out to be the most important source of
information therefore nerolac should concentrate its promotional activities
towards television advertisement.
3. There is need to increase the sub dealers which could be done by motivating
the probable consumer with competitive price, schemes etc.
4. When the researcher asked which source of advertisement is more effective,
70% said TV and Radio, 20% said poster or hoarding, 10% said company
representative.
5. Approx 79% respondent did not know Kansai Nerolac Paints ltd. is
Japanese multinational company.
6. Approx 55% respondent consumer attitudes good about Nerolac product
regarding its quality.
7. When the researcher asked about complain regarding KNP products 90%
respondents said "No.".
8. Painters meeting is also not organised by the company at regular intervals
which results in the ignorance of Painters about KNPL products.
SUGGESTIONS :-

Company’s Representative should go in every sector of the market to demonstrate

their products & convince them by making them aware about the products price &
quality according the socio -economic & environmental factors.

Through this was public relation will develop & company may know about the
different aspects of socio - economic & environmental conditions which may
helpful in the further development of the products.

Regarding Public Relation

Consumer is the basic foundation of every business. When consumer see, thinks,
prefers and buys is of great importance to marketers to fine tune their marketing
offers and achieve high level of consumer acceptance and satisfaction.
Apart from business activities there is something, which increase the public
relation, that is “behavior”. It should be very cordial & affectionate which mount
pressure on sellers to increase the sales volume.
The various steps could be taken to increase public relation in Rural areas.
A. It is not possible for the company’s higher authorities to visit every look
& corner of the Rural market. So, it is the task of local representative to be in
regular interval, use telephonic task & mail.
B. At regular interval, product demonstration should be arranged at public.
place in Rural areas to make the people acquitted with the products
C. This face -to- face will be help to know the wants & desires of the
people & on the basis of which company can improve the products.
D. Conducting sellers meeting region wise or area wise will certainly help
in getting the problems of sellers face -to -face & a close contact between the
top management & the sellers will quickly & efficiently sort out many
problems of the sellers on the spot . These type of meeting certainly help the
sellers professionally & will help in increasing the dealership network of the
company.
E. As we know that painters influence the customers, the another step to
increase the public relation & boost the image of company is to conduct
workshop for painters. Most of the painters do not get any formal & systematic
training for painting. In this type of workshop the company should give technique
how to optimize the use of paints perfect combination of paints & thinners ,
the making the newer shades through mixing available shades etc. By these type
of workshop the company on one hand educated painters for the best use of
the paints on the others hand , will make goodwill among painters . Apart from
above suggestions as follows

(a) Some consumer says that, the range of KNP product are not available at
a particular time i.e. they switch over to another brands. So, product
range & required shades must be available at the big outlets.
(b) The 2nd quality product like goody must be improved in terms of quality
(c) Packaging should be in accordance with the urban socio-economic
conditions & people’s physiological set up.
(d) Online & telephonic consultancy regarding shades & optimum use of paint
should be provided
(e) The facilities given at the time of festivals should be made throughout the
years, if so then sellers get encouraged & sale will certainly go up.

*********
 BIBLIOGRAPHY

Marketing Management : Analysis, Planning,

Implementation and Control
Prentice Hall Inc., Ninth
Edition by Kotlar, Philip.

Marketing Management : The Indian Context, Second Edition,

By Ramaswamy and Namakumari

Marketing Research : Seventh Edition, Prentice Hall

Inc., By Luck, David J. and Rubin,
Ronald S.

Sales Management : Eighteenth Indian Reprint,

Prentice Inc. by Still,
Richard R., Cundiff,
Edward W, sand Govoni,
Norman A.P.

Magazine : Business India & India Today

Website : www.nerolac.com
 Questionnaire

Name : .......................................................................................................................
Address : ....................................................................................................................
....................................................................... Contact No. ........................................
Educational Qualification .........................................................................................
1. Occupation : ....................................................................................................
a) Service b) Business c) Retd. Person
d) House wife e) Student f) Other
2. Monthly Family Income
a) Upto Rs. 10,000 b) 10,000 to 20,000
c) 20,001 to 30,000 d) Above 30,000
3. When did you last use paint ?
a) Recently b) Last year
c) Last 2 year d) Last 3 year
e) Last 4 year f) Above 4 year
4. Which company Paint you have used previously ?
a) Nerolac b) Berger
c) Asian Paints d) Other
5. Reasons for your Preference for the brand (arrange them) ?
a) Brand Name b) Company Image
c) Quality d) Price
e) Scheme f) Advertisement
g) Friend/Relative h) Dealer's recommendation
i) Past Experience j) Painter's Choice
k) Other
6. Who suggest you to buy the brand you are using ?
a) Self b) Relatives
c) Painter d) Dealer
7. Which type of paints you have used inside in your house ?
a) Emulsion b) Distemper c) Cement Paint
8. If Emulsion which company product you have used ?
9. Which company's interior paints is durable ?
10. How much you satisfied with your interior/exterior paint of your house ?
a) Very satisfied b) Satisfied
c) Less Satisfied d) Not satisfied
11. Who takes the colour decision in your Family ?
a) Self b) Housewife
c) Children
12. Does advertisement influence you to buy a particular brand ?
a) Yes b) No
13. Which media is more effective to influence most your response ?
a) News paper/magazine b) Television
c) Hoarding d) Other sources
14. Do you know KNP is a Japanese Multination Company ?
a) Yes b) No
15. Do you know KNP is the 2nd largest paint company of India?
a) Yes b) No
16. Do you know KNP Consumer Scheme ?
a) Yes b) No
17. Have you find any complain in Nerolac Paint Product ?
..........................................................................................................................
..........................................................................................................................
18. Any suggestions for Nerolac Paint product
Excellent Good Average Poor
Quality
Durability
Price

Date : .....................
Place : .................... Signature of Surveyor