A STUDY ON CUSTOMER PERCEPTION TOWARDS

ASIAN PAINTS
Submitted in partial fulfillment of the requirement for the reward of

BACHELOR OF COMMERCE

By

VASANTH G

39740252

BACHELOR OF COMMERCE SCHOOL OF MANAGEMENT STUDIES

SATHYABAMA
INSTITUTE OF SCIENCE AND TECHNOLOGY

(DEEMED TO BE UNIVERSITY)
Accredited with Grade “A” by NAAC I 12B Status by UGC I Approved by AICTE
Jeppiaar Nagar, RAJIV GANDHI SALAI, CHENNAI – 600119

MAY 2022
 SCHOOL OF MANAGEMENT STUDIES

BONAFIDE CERTIFICATE

This is to certify that this Project Report is the bonafide work of VASANTH.G (39740252) who
has done the Project work entitled A STUDY ON CUSTOMER PERCEPTION TOWARDS ASIAN
PAINTS PRODUCTS under my supervision from.

Dr.R.BLESSIE PATHMU
Internal Guide External Guide

Dr. BHUVANESWARI G.
Dean, School of Management Studies

Submitted for Viva voice Examination held on

Internal Examiner External Examiner

 DECLARATION

I VASANTH.G (39740252). Hereby declare that the Project Report entitled ‘’A STUDY ON
CUSTOMER PERCEPPION TOWARDS ASIANPAINT PRODUCTS ” done by me under the
guidance of Dr.R.BLESSIE PATHMU Department of Management Studies is submitted in partial
fulfillment of the requirements for the award of Bachelor of Commerce degree.

DATE:

PLACE: CHENNAI VASANTH.G

 ACKNOWLEDGEMENT
I am pleased to acknowledge my sincere thanks to Board of Management of
SATHYABAMA for their kind encouragement in doing this project and for completing it
successfully. I am grateful to them.

I convey my sincere thanks to Dr. BHUVANESWARI G., Dean, School of Business

Administration and Dr. PALANI A., Head of the department, School of Business
Administration for providing me necessary support and details at the right time
during the progressivereviews.

I would like to express my sincere and deep sense of gratitude to my Project Guide
Dr.R.BLESSIE PATHMU ,B.COM, M.B.A, PH.D School of Management for her
valuable guidance, suggestions and constant encouragement paved way for the successful
completion of my project work.

I wish to express my thanks to all Teaching and Non-teaching staff members of the
School of Business Administration who were helpful in many ways for the completion of
the project.
 TABLE OF CONTENTS

CHAPTER NO. TITLE PAGE NO

ABSTRACT I

LIST OF FIGURES II

LIST OF TABLES III

1 INTRODUCTION

1.1 Introduction 1

1.2 About Industry 2

1.3 Objectives Of Study 2

1.4 Statement of Problem 3

1.5 Limitation of Study 3

2 2.1 REVIEW OF LITERATURE 4

3 RESEARCH METHODOLOGY

3.1 Research Design 7

3.2 Collection Of Data 7

3.3 Structure of Questionnaire 7

3.4 Sample size 7

3.5 Sampling Technique 8

3.6 Period Of Study 8

4 DATA ANALYSIS AND INTERPRETATION 9

5 FINDINGS, SUGGESTIONS AND CONCLUSION

5.1 Findings of the Study 22

5.2 Suggestions 22
5.3 Conclusion 23

REFERENCES 24

ANNEXURE (Questionnaire) 25
 ABSTRACT

Consumer perception is the study of the attitude of the buyers related with buying. It
studies characteristics of individual consumers. Paints are the basis to fill colours in
the human life. The quality of paints impacts the life to give the beauty and imagination
to live a life of better standards. The paints in the market are used in the houses to
give the imagination, beauty and creativity to design the life for living with peace and
progress. This study aims to find out the customer satisfaction level, preference and
problems faced by their customers in Chennai branch. The total numbers of
respondents are 100 it has included men and woman. The sampling technique used
was convenient sampling. The research is Descriptive in nature. A firm can acquire
funds from internal as well as external sources. Internal sources constitute issue of
shares and retained earnings, while external sources are loans from financial
institution, bonds etc. The modern finance manager occupies a key position in the top
management and plays a dynamic role in solving complex problems concerning
financial matters. When capital is invested in an enterprise it becomes the
responsibility of management to administrate the financial affairs with caution and
wisdom to achieve overall obje0ctives of the business.

I
 LIST OF FIGURES

CHARTS NO. PARTICULARS PAGE NO.

4.1 Age of the respondents 10

4.2 Educational Qualification of the respondents 11

4.3 Frequency of occupation 12

4.4 Frequency of user Asian paint products 13

4.5 Reason Behind Not using Asian paints 14

4.6 Overall Satisfaction rating of Asian paints 15

4.7 Online Faciities of Asian paints 16

4.8 Price level of Asian paints 16

4.9 Quality of Asian paints 17

4.10 Experience of paint peeling 18

4.11 Facing problem of blistering after paint 18

4.12 User of Asian paint primers 19

4.13 Useful of Asian paint 20

4.14 Misleading of Asian paints 21

II
 LIST OF TABLE

TABLE NO. PARTICULARS PAGE NO.

4.1 Age of the respondents 9

4.2 Educational Qualification of the respondents 10

4.3 Frequency of occupation 11

4.4 Frequency of user Asian paint products 12

4.5 Reason Behind Not using Asian paints 13

4.6 Overall Satisfaction rating of Asian paints 14

4.7 Online Facilities of Asian paints 15

4.8 Price level of Asian paints 14

4.9 Quality of Asian paints 16

4.10 Experience of paint peeling 17

4.11 Facing problem of blistering after paint 18

4.12 User of Asian paint primers 19

4.13 Useful of Asian paint 19

4.14 Misleading of Asian paints 20

III
 CHAPTER- 1
INTRODUCTION

1.1 INTRODUCTION
Consumer perception is the study of the attitude of the buyers related with buying and
blends elements from psychology, sociology, socio-psychology, anthropology and
economics. It studies characteristics of individual consumers such as demographics,
psychographics and behavioural in an attempt to understand people’s wants. It also tries
to assess influences on the consumers from groups. The study and knowledge of
consumers behaviour on firms and organizations to improve their marketing strategies
and product offerings.

Finance is regarded as the lifeblood of the business enterprise. This is because in the
modern money oriented economy, finance is one of the basic foundations of all kinds of
economic activities. It is master key, which provides access to all sources for being
employed in a manufacturing and merchandising activity. It has rightly been said that
business needs money to make more money. However it is also true that money begets
more money only when it is properly managed. Hence efficient management of every
business enterprise is clearly linked with efficient management of its finance. The three
important activities of business enterprise are finance, production and marketing. Out of
these, finance occupies great importance. Only through proper finance management
other functions such as production marketing etc. can be better performed by managers.
A firm can acquire funds from internal as well as external sources. Internal sources
constitute issue of shares and retained earnings, while external sources are loans from
financial institution, bonds etc. The modern finance manager occupies a key position in
the top management and plays a dynamic role in solving complex problems concerning
financial matters. When capital is invested in an enterprise it becomes the responsibility
of management to administrate the financial affairs with caution and wisdom to achieve
overall objectives of the business. In accounting, financial statements are the means of
convey to management owners and to interested outsiders to know about profitability

1
 etc. The preparation of financial is not the first step in the accounting process but they
are the end products of accounting process. Which give concise accounting information
of the accounting period is over. All financial transaction is recorded first in subsidiary
books and subsequently. They are posted to ledger accounts, the balances of ledger
accounts at the end of the year are ultimately presented through financial statements.
These statements are called final accounts.

The study is focused on a company on paint industry Asian paints. Asian paint is India’s
largest paint company and Asia’s third largest paint company with a turnover of 77.06
billion. The group has an enviable reputation in the corporate world for professionalism
face track growth and building shareholders equity. Asian paints become a corporate
force and India’s leading Paint Company.

1.2 ABOUT INDUSTRY

Asian Paints Limited, is an Indian multinational paint company headquartered in Mumbai,
Maharashtra. The company is engaged in the business of manufacturing, selling and
distribution of paints, coatings, products related to home decor, bath fittings and providing
of related services. Asian Paints is India's largest and Asia's third largest paints
corporation. As of 2015, it has the largest market share with 54.1% in the Indian paint
industry. Asian Paints is the holding company of Berger International.

1.3 OBJECTIVES OF STUDY

To study the customer perception towards Asian paints.

 To suggest few sales promotion techniques to improve the brand awareness amongst
customers.

 To Study the brand preference of consumers towards Asian Paints.

 To give suggestions and recommendations on the preference of the consumers towards

Asian paints.

2
1.4 STATEMENT OF PROBLEM

Consumer Preference towards Asian Paints” in attempt made to study the consumer
preference for Asian Paints among consumers. These actions can play a great role in
future market potentials of paint.

 To get a general overview of the Indian paint industry

 To identify the major players.

 To ascertain the reasons for the industry not picking up.

1.5 LIMITATION OF STUDY

The study is subject to certain limitations. In spite of the care taken in

collection, classification and analysis of data , the following limitations are noted :
 The study has the limitations of accounting ratios.
 The study was confined to a period of five years, only and as such the
objectives may not be fully achieved.
 The study was concerned on a single company and no comparison is been
made.
 Individual and split up figures are not available as some of the related items
have been given in total.
 The study is based on secondary data so there is chance of errors and
omissions.

3
 CHAPTER- 2
REVIEW LITERATURE

As per an interview with Manish Choksi (2012) conducted by Capgemini consulting

it has been mentioned that Asian Paints is the largest paint manufacturer in India,
with US $1.6 billion in turnover. Around 80 per cent of our business is in India and
the remaining 20 per cent is located internationally, distributed across 20 emerging
and fast-developing countries. In India, which is the fastest growing coatings
market in the world, Asian Paints currently have a 40 per cent market share in the
decorative paints business. Asian Paints also address the Industrial and the
Project markets. In India, the company has about 120 warehouses and 10 coatings
manufacturing plants. The aim of Asian Paints is to be in the top five global
decorative coating companies.
 Priya Soni (2010) 20 study aimed to evaluate the customer’ perception towards
the purchase of branded products. She says that there is prevailing high
competition among various brands in India. In every product category, customers
have more choices and higher expectations. The success of the strategy depends
heavily on the marketer’s understanding of the preference building and bonding
process.
 As per the Indian Paint Association report (2007) there is a shift in the consumer
behavior with the paint buying and painting process evolving. The consumer is
upgrading from buying distempers to emulsions and from buying paints to buying
premium services, unlocking a completely new value chain. What it would mean
for the industry is that it will have to serve the consumer now in newer innovative
ways. The consumer is ready to pay the price and would be the key factor driving
this change.
 According to Mishra (2007) 18 the Indian market has seen vast changes in
political, economic and social environment which has a great impact on
consumption. Singh (2007) 19 is of the view that production oriented market has

4
been shifting towards consumer oriented market. Traditional consumption pattern
has also been facing large-scale changes.
Dunne and Narasimhan (1999) 17say that consumers’ perception of the
relationship between price and quality is the main factor which influences the brand
choice decision between private labels and national brands.
 Shaikh Reeha Vasi (2012) 26 research aims to analyse customers level of
satisfaction after using Asian Paints, are they willing to be a loyal customers or do
they prefer other brands. The survey reflects the areas where the company needs
to improve and the areas where it from where it has gained its popularity.
 Sheth, Newman and Gross (1991) 15 opine that in general, the Indi- an
consumers were indifferent in choosing the brand, since a lot of close substitutes
were available in the market. Due to technological and knowledge up-gradation,
today’s customers prefer to opt for branded product. This is because of an urge for
getting proper value against payments made. Aaker (1996)16 has mentioned that
brand of a particular product plays a fundamental function in consumer’s
perception of a product. It helps in developing a market position, prestige and
image of the product and for these reasons the brand constitutes a mechanism of
risk reduction. Hence, selection of brand is another major constituent of consumer
behaviour.
 Rowley (1997)1 in his research work had commented that consumer buying
process offers two useful perspectives: the decision-making process associated
with consumer buying and the factors which affect the buying process. The author
further stated that the consumers buying process can be divided into personal,
psychological and social and cultural factors. The ‘social factors’, such as
consumer’s small groups, family, reference group, social roles and status can
affect consumer responses and influence their buying behavior. ‘Personal factors’
such as age, lifecycle stage, occupation, education and economic situation, and
‘Psychological factors’ such as, motivation, perception, learning, beliefs and
attitudes and personality, also play major roles in consumer decision-making
process.

5
 Report on Indian Paint Industry (2010)39 it has revealed that the growth of the
domestic paint industry is attributed to the boom in the housing sector and the
strong growth in the automobile sector. Around 70per cent of the domestic paint
industry revenues come from the decorative segment, whereas the industrial
segment constitutes around 30 per cent. In 2005, the manufacturing sector has
shown good activity with new projects in roads, ports and industrial segments. The
Indian paint industry has a huge potential, as the per capita consumption of paint
in India is 800-900 grams compared to 15-25 kg in the developed countries.

6
 CHAPTER- 3
RESEARCH METHODOLOGY

The data needed for the study is collected from the consumers, dealers and
employees of the company by using descriptive methodology (i.e., questionnaire).
Analysis has been done by applying Hypothetical factors.
3.1 RESEARCH DESIGN
Descriptive research design

3.2 COLLECTION OF DATA

For the research the data was collected from both the sources.
3.2.1 PRIMARY DATA
Data is made available through questionnaires. Questionnaires were prepared for
customers to know the customer satisfaction.
3.2.2 SECONDARY DATA
Data were collected from various articles, and Internet.

3.3 STRUCTURE OF QUESTIONNAIRE

The questionnaire has been framed and circulated to collect primary data. The
questionnaire contains

 Direct questions
 Multiple choice questions.

3.4 SAMPLING SIZE

The population size is indefinite as the number of people using online ordering
apps. It is difficult to access the population. The sampling size is 100. The
respondents are from Chennai city.

7
3.5 SAMPLING TECHNIQUE
 Sampling techniques used to select the sample size. Convenient sampling
technique is used for this research. Investors were taken according to the
convenience of the research study.
 Simple random sampling technique is used for this research work.

3.6 PERIOD OF STUDY

 The study was conducted for a period of 3 months starting from December
2021 to Feburary 2022.

8
 CHAPTER-4
DATA ANALYSIS AND INTERPRETATION

The data was analysed using simple percentages of respondents answering the
various options. The presentation was made with the help of tables and charts.
Conclusions were drawn on the basis of findings related to observations after
analysis of data.

4.1 AGE

AGE No. Response Percentage

Under 18 0 0

19-29 62 62

30-44 27 27

45-59 11 11

60+ 0 0

9
 AGE

Under 18 19-29 30-44 45-59 60+

Interpretation

I analyzed the data and I got some interesting figure and fact based on age group
were 62 % of people are 19-29 age and 27 % people are from 30-44 age and
other 11 % people from Above 45 – 59.

4.2 EDUCATION

Education Level No. Of Response Percentage

School Level 19 19

Under Graduate 69 69

Post Graduate 17 17

10
 Educational Level

17% 19%

Schhol Level
Under Graduate
Post Graduate

64%

Interpretation

I analyzed the data and I got some interesting figure and fact based on education
were highest Clients are Under Graduated.

4.3 OCCUPATION

Occupation No. Of Response Percentage

Student 56 56

Employee 30 30

Business man 14 14

11
 Occupation

Student Employee Business man

Interpretation

In this data we analyzed majority of the people are Student and from minority are
from Employee and Business man.

4.4 Users Of Asian paints

Option No. Of Response Percentage

Yes 77 77

No 23 23

12
Interpretation

In this figure 77 % of the respondents have used Asian paint products. Whereas
23 % do not use Asian paints.

4.5 Reason Of Not Using Asian Paints

Reasons No.Of Response Percentage
Prefer other brands over 21 91
Asian paints
Lack of options 2 8.7
Costly 5 21.7
Unavailability of service 0 0
in area

13
Interpretation
According to our research some people don’t use Asian paint products due to
following reasons showed in graph.

4.6 Overall Satisfaction rating with Asian paints

Rating No. Of Response Percentage

1 1 1.3

2 5 6.5

3 9 11.7

4 27 35.1

5 35 45.5

14
Interpretation

We analyzed the data and we got some interesting figure and facts based on level
of satisfaction majority of the people are highly satisfied and some people are
somewhat satisfied with Asian paint products.

4.7 Online Facilities Provided by Asian paints

Option No. Of Response Percentage

Yes And Used 55 55
Yes But Not Used 16 16
No 29 29

15
Interpretation

Majority of the respondents are aware about online facilities but have not used
them.

4.8 Satisfaction Of Price Level Of Asian Paints

Rating No. Of Response Percentage
1 2 2.6
2 5 6.5
3 8 1.4
4 25 32.5
5 37 48.1

16
Interpretation
Majority of the respondent are satisfied with the price level of Asian paint
products.

4.9 Satisfaction about quality of Asian paints

Rating No. Of Response Percentage
1 2 2.6
2 5 6.5
3 8 10.4
4 24 31.2
5 38 49.4

Interpretation
Majority of the respondent are satisfied with the quality of Asian paint products

4.10 Response Of Experience paint peeling

Option No. Of Response Percentage

Yes 64 83.1
No 13 13.9

17
Interpretation

16.9 % of the respondents have faced peeling and poor adhesion after painting.

4.11 Response of facing problem

Option No. Of Response Percentage

Yes 15 19.5
No 62 80.5

18
Interpretation

19.5 % of our respondent have faced blistering after painting asian paint products.

4.12 Response Of Using Asian paint primers

Option No.Of Response Percentage

Yes 62 80.5
No 15 19.5

Interpretation`

Majority of the people have also used primer (before paint) products by the asian
paint, and it is helpful for problems like blistering and poor adhresion.

4.13 Asian paints provide expert help in makeover and decorative

ideas. Did you find it useful?

Option No. Of Response Percentage

Yes 49 63.2
No 14 18.2
Not aware about service 14 18.2

19
Interpretation

When we asked our respondent that ‘are they aware about asian paint provides
creative ideas of painting?’ majority of our respondent responded positive and
found it useful.

4.14 Response Of Asian paints are misleading

Option No .Of Response Percentage

Yes 19 24.7

No 4 5.2

May be 54 70.1

20
Interpretation

When we asked our respondent about TV commercial of Asian paint are

misleading, majority of our respondent weren’t agreed to out question.

21
 CHAPTER-5

FINDINGS, SUGGESTION, CONCLUSION

5.1 FINDINGS

• Berger paint is the main competitor of asian paint

• Advertising of paint is very supporting to increase the sell of asian paint.
• Asian paint has competitor price in indian market.
• Sales promotion is another reason for increasing the sell of paint.
• The consumer belives in quality of asian paint.
• All the consumer who use the paint they are satisfied of the result.
• All the consumer are also satisfied with the services provided by asian paints like
home painting etc.

• Consumer have trust in the product quality of asian paint.

5.2 SUGGESTION

Based upon the study conducted the following are the suggestions:

• To give the products at reasonable with good quality, packaging and value for the
money invited. Ex. (Product :emporio gold, made by Ranner Company )

• Quality is considered as most essential element in the minds of consumer. A

companies may select reputed retail outlets who can develop the brand.

• A television advertisement is an important influencing factor in taking purchase

decision. So improve that section.

• The advertisements should be given through the real users and popularized cine
stars then only it will be more effective.
• A company should frame frequent sales promotion activities in such a way to
attract consumer.

22
• The promotion should be done by building the awareness in the minds of the
customers. This could include:

• Providing incentive and discounts. To foster good advertisement

• Fostering the continuous improvement bring the latest designs and impacts.
• Building the technological aids to foster good applications. To build good
communication with the customers.

• Some manufactures put higher amount of maximum retail price on their product by
that the consumers are forced to give that price to the retailers. So that the
manufactures can fix their MRP according to their selling price.

• A company should also conduct social welfare programs to enhance the image of
their brands.
• Efforts should be taken to standardize the quality of paints by the Government by
establishing standards.

• Price should be minimized. The price is the important criteria while selecting the
particular brand. The paint companies should launch the innovative to enhance
the customer satisfaction.

5.3 CONCLUSION
Paints are the basis to fill colors in the human life. The quality of paints impacts the
life to give the beauty and imagination to live a life of better standards. The paints in
the market are used in the houses to give the imagination, beauty and creativity to
design the life for living with peace and progress.
From this study, we conclude that the usage of paint is growing at a very rapid rate.
This is mainly due to advertisement and quality consciousness of consumer.
Marketing of paint is enjoying a good reputation and share in market. It is well
understood from the survey that consumers prefer Asian paints for the reason of
quality and reasonable price. Consumer use paints mainly for protecting their building.
Most of the respondents feel TV as the best media for advertising the Asian paints.

23
 REFERENCE

• C.R. Kothari “Research methodology” Second edition.

• Buisness today “Paint industries” page 25, March 2005.
• Business world “Growth of paint” page 35, Feb 2005.
• Priya Soni (2010) ,Customer perception and preferences towards branded products,
Indian Journal of Marketing Volume: 40 Number 2 February 2.

• Sheth, Newman and Gross (1991) 15

• Rowley (1997)1 in his research work had commented that consumer buying process
offers two useful perspectives: the decision-making process associated with
consumer buying and the factors which affect the buying process.
• Report on Indian Paint Industry (2010)39 it has revealed that the growth of the
domestic paint industry.
• Shaikh Reeha Vasi (2012) 26 research aims to analyse customers level of satisfaction
after using Asian Paints.
• Sheth, Newman and Gross (1991) 15 opine that in general, the Indi- an consumers
were indifferent in choosing the brand.
• Dunne and Narasimhan (1999) 17say that consumers’ perception of the relationship
between price and quality is the main factor which influences the brand choice
decision between private labels and national brands.

24
 ANNEXURE

QUESTIONNAIRE

1. Age
a) Under 18
b) 19-29
c) 30-44
d) 45-59
2. Education
a) School level
b) Under Graduate
c) Post Graduate
3. Occupation
a) Student
b) Employee
c) Business man
4. Have you ever used Asian paints products?
a) Yes
b) No
5. If you have not used Asian products, tell us reason?
a) Prefer other brands over Asian paints
b) Lack of option
c) Costly
d) Unavailability of service in area
6. What is the overall satisfaction rating with Asian paints?
7. Do you know about online facilities provided by Asian paints?
a) Yes and Used
b) Yes but not used
c) No
8. Regarding the price level fixed by Asian paint did you find it
satisfactory?

25
9. Are you satisfied by the quality of the Asian paints in the terms of smell,
shine, texture, and colour?
10. Have you facing problem of blistering after the paint?
a) Yes
b) No
11. Do you experience paint peeling or poor adhesion?
a) Yes
b) No
12. Have you used Asian paint primers?
a) Yes
b) No
13. Asian paint provide experts help in make over and decoratives ideas did
you find it useful?
a) Yes
b) No

26