Internship Report Spring 2006

A research to explore customer satisfaction level of customer in context of Berger Paints Color Bank, Bangladesh.

Submitted by,

Md Assad Kibria (ID #0110234)

Submitted to,

Mr. Sohel Islam School of Business

Independent University, Bangladesh

April 30th, 2006.

Dated: April 30th, 2006

Mr. Sohel Islam Internship Adviser School of Business, Independent University, Bangladesh. Baridhara, Dhaka. Subject: Submission of internship report Dear Mr. Sohel, I, being advised to prepare the internship report on the level of customer satisfaction of Berger Color Bank customers for the successful completion of my Internship. As was advised, I have successfully completed my report on Customers satisfaction level analysis of Berger Color Bank users It gives me immense pleasure to tell you that working on this internship report has given me a wide range of exposure. To prepare this report, I have faced extensive one to one interviews with professionals, customers and dealer. It has taught me the value of patience, and has given me a higher insight on the level of communication in the practical world. This report basically gives an overview of the level of customer satisfaction of the Color Bank users and how different influencing parties can hamper the level of customer satisfaction. I also had to make recommendation as to how the existing level of satisfaction could be improved. As this was an actual company project, research was done on an extensive basis. It will be a great honor for me if you require me to explain any sort of queries.

Yours Sincerely,

Mr. Md. Assad Kibria ID # 0110234

ACKNOWLEDGEMENTS
Preparing this report was both exciting and hard work at the same time, it is for the first time that I had a real life experience working on an actual company project. I would like to express my gratitude to Mr. Sohel Islam, internship supervisor, School of Business, Independent University, Bangladesh for providing me with the proper guidance and support.

I would also like to thank Mr. Tanvir Ahmad, Assistant Marketing Manager, Berger Paints Bangladesh Ltd., for giving me time in his busy schedule, for providing me information that was needed to complete the report, and to properly guide me throughout my internship period.

EXECUTIVE SUMMARY

Satisfying customers are the only way to stay competitive in today's marketplace. The balancing act between what customers want and what the company can provide must be optimized in order to maximize companys long-term profits. Berger Paints has done numerous researches to understand the level of customer satisfaction. They are already in a good position in the consumers mind but understanding the customers satisfaction level, will help the company to exceed the present level of customer satisfaction. However, no such research has been done to understand the level of customer satisfaction level of Color Bank user. This study investigates the level of customer satisfaction of Color Bank users, and what are the different influencing parties (architects, developers, painters and dealers). On assessing the level of customer satisfaction, what marketing tools, like promotional efforts and other marketing efforts, are necessary to improve the customer satisfaction level will be given as recommendation by the researcher. This study is based on primary data, as no such previous research has been done to understand the level of customer satisfaction of Color Bank users. The nature of this study was a qualitative explorative research, and information was gathered through extensive one-to-one interviews with respondents. The researcher covered the geographical base of Dhaka city, and samples were selected on a non-probabilistic quota sampling method. Upon completion of the research analysis, the researchers understood the level of customer satisfaction of the customers. The level of satisfaction varied from 60% to

100%. All respondents were highly satisfied with the product quality of Berger Color Bank. However, they did show concern with the services. They feel that a hotline should be there to give 24 hours complete support for paint solutions. Also, they were unhappy with the unavailability of shade cards at the dealers outlets. The researcher also found that the dealers have tremendous effect on customers. If the dealers are happy, then they would give all positive efforts in making the customers more satisfied. The dealers were unhappy with the financial assistance provided by Berger Color Bank. Professionals like architects and developers also play a major role in influencing customers. The research analysis suggests that the architects and developers would be happier if Berger could maintain proper liaison with them. At the moment, the liaison between Berger and the professionals are good, but their main requirement is to have access to soft copies of the shade card. Painters are happy with the product quality and coverage of Color Bank. However, they did show concern with the quality of Luxury Silk. They require no assistance from Berger, they are extremely satisfied.

Table of Contents
Page No. Acknowledgement Executive Summary Chapter 1: Introduction Review of related literature Background of the company 1.2.1 Berger Paints: An overview 1.2.2 Berger Paints: At a glance 1.2.3 Area of operation 1.2.4 Manpower structure 1.2.5 Paint Industry analysis 1.2.6 Distribution coverage analysis 1.2.7 Sales trend Color Bank at glance Competitor Analysis Problem Definition Research objective 1.6.1 Broad Objective 1.6.2 Specific Objective Scope of the report 1.7.1 Geographical scope 1.7.2 Technical scope Limitation Chapter 2: Methodology Research design 2.1.1 Type of research 2.2.2 Nature of research Research structure 2.2.1 Type of data 2.2.2 Data collection procedure Sampling plan 2.3.1 Target population 2.3.2 Sampling frame 2.3.3 Sampling unit 2.3.4 Sampling technique 2.3.5 Sampling size Sample characteristics Pre-tests Chapter 3: Analysis 3.1 Dealers 40 i ii

1.1 1.2

1.3 1.4 1.5 1.6

1.7

1.8

1 3 3 4 5 6 7 16 17 23 24 28 29 29 29 30 30 31 31

2.1

2.2

2.3

2.4 2.5

32 32 32 33 33 33 34 34 34 34 35 35 39 39

3.1.1 Findings and analysis 3.1.2 Summary of findings

41 47

3.2

3.3

3.4 3.5

Customers 3.2.1 Findings and analysis 3.2.2 Cross-tabulations 3.2.3 Summary of findings Architects 3.3.1 Findings and analysis 3.3.2 Cross-tabulations 3.3.3 Summary of findings Developers 3.4.1 General Analysis Painters Recommendation Reference Appendix Research questions Calculation

49 49 57 62 63 64 71 73 74 74 80 81

List of figures and tables

Page No. Chapter 1 Table 1: Market growth trend analysis Table 2: Category wise paint market size in 2004 Table 3: Projected Market Size 2005 Table 4: Category contribution by Volume & Value Table 5: Market Share of Gloss Coatings Table 6: Market Share of Interior Emulsion Table 7: Market Share of Exterior Emulsion Table 8: Market Share of Distemper Table 9: Market Share of Cement Coatings Table 10: Distribution Coverage of Major companies Figure 1: Geographical Market Size Figure 2: segments of Paint market Figure 3: Market share of different companies Figure 4: Sales Trend Analysis Figure 5: Channel level Figure 6: Michael Porters competitive forces analysis 8 9 10 11 13 14 14 15 16 16 9 10 12 17 19 24

Chapter 3 Table 1: Overall view of Dealers Table 2: Cross tabulation table for Dealer's satisfaction level on Color Bank product & service and Dealer's inspiration about Color Bank. Table 3: Cross tabulation table for Dealer's satisfaction level on CB product & service and Dealer's expectation on Color Bank shades Table 4: Cross tabulation table for Dealer's satisfaction level on CB product & service and Dealer's satisfaction on Berger Paints employees behavior Table 5: Cross tabulation table for Customers satisfaction level on product and services & Satisfaction on Color Bank products quality Table 6: Cross tabulation table for Customer satisfaction level & satisfaction on Color Bank product and service Table 7: Cross tabulation table for Customer satisfaction level & satisfaction on durability and coverage of Color Bank product compared to others Table 8: Cross tabulation table for Customer satisfaction level & satisfaction on durability and coverage of Color Bank product compared to others is high so it is cost effective. Table 9: Cross tabulation table for Customer satisfaction level & satisfaction on the finishing of the painting job Table 10: Overall view of Architects viewpoint of Color Bank Table 11: Cross tabulation table for Architects satisfaction level & satisfaction on the Color Bank shades Table 12: Cross tabulation table for Architects satisfaction level on CB product & service and their satisfaction about Berger PR if product quality is not up to the mark Table 13: Developers satisfaction Regarding information Table 14: Developers evaluation about Berger CB service Table 15: Developers satisfaction regarding product Table 16: Cross tabulation table for Developers satisfaction level on CB product & service and Developers Inspiration about Color Bank. Table 17: Cross tabulation table for Developers satisfaction level on CB product & service and Developers satisfaction about Berger PR Table 18: Cross tabulation table for Developers satisfaction level & satisfaction on the Color Bank shades Figure 1: Dealers inspiration to Deal Color Bank Figure 2: Dealer satisfaction on Color Bank Figure 3: Commonly purchased brand Figure 4: Dealers overall evaluation Figure 5: Overall customer satisfaction level

40

43

44

45

57 58

60

60

61 63 71

72 76 77 77

78

79 79 40 41 42 46 50

Figure 6: Customers perception of Color Bank Figure 7: Identifying frequency of use Figure 8: Source of information for clients Figure 9: Whether sources give desired information Figure 10: Ways to sole customers queries Figure 11: Satisfaction with Color Bank process Figure 12: Berger and professionals relation Figure 13: Color Bank gives desired shade Figure 14: Durability of Color Bank products Figure 15: Cost effectiveness of Color Bank

51 52 53 54 55 56 67 68 69 70

Chapter 1 Introduction

1.1 REVIEW OF RELATED LITERATURE

1.1.1 Customer Satisfaction: Everyone knows what satisfaction is, until asked to give a definition. Then, it seems, nobody knows. This quote from Richard L. Oliver (1977), respected expert and long time writer and researcher on the topic of customer satisfaction, expresses the challenge of defining this most basic of customer concept. Building from previous definitions, Oliver offers his own formal definition: Satisfaction is the consumers fulfillment response. It is a judgment that a product or service feature, or the product or service itself, provides a pleasurable level of consumption-related fulfillment. The word satisfaction first appeared in English during the thirteenth century. The word satisfaction itself is derived from the Latin satis (meaning enough) and the Latin ending faction (from the Latin facere - to do/make). Early usage centered on satisfaction being some sort of release from wrong doing. Later citing of the word emphasis satisfaction as a "release from uncertainty" (The Oxford Library of Words and Phrases, 1993). Modern usage of the word has tended to be much broader, and satisfaction is clearly related to other words such as satisfactory (adequate), satisfy (make pleased or contented) and satiation (enough). The difficulty faced when trying to define any word is that the meaning often depends on the context in which the word is used. In a marketing context, satisfaction is used to have a more "specific" meaning. It appears that there are two basic approaches adopted in attempting to define the concept of customer satisfaction. Satisfaction can be viewed as an outcome of a consumption activity or experience; however, it is also represented as a process.

Currently, the most widely adopted description of customer satisfaction is that of a process; an evaluation between what was received and what was expected (Oliver, 1977, 1981; Olson and Dover, 1979; Tse and Wilton, 1988). By looking at satisfaction as a process, these definitions concentrate on the antecedents to satisfaction rather than satisfaction itself. Consequently, much research effort has been directed at understanding the cognitive processes involved in satisfaction evaluations. This strand of theory appears to have origins in discrepancy theory (Porter, 1961) and a number of authors have, over the years, used some form of comparison to model satisfaction. Early contributions include Contrast Theory (Cardozo, 1965; Howard and Sheth, 1969), which supposed that consumers would exaggerate any contrasts between expectations and product evaluations. This was developed into assimilation-contrast theory (Anderson, 1973). Many studies support the occurrence of assimilation (Olshavsky and Miller, 1972; Olson and Dover, 1979). A further point concerns expectations that are defined differently in the satisfaction and quality literature. In the satisfaction literature "expectations reflect anticipated performance" (Churchill and Suprenant, 1982, p. 492) made by the customer about the levels of performance during a transaction. On the other hand, in the service quality literature, expectations are conceptualized as a normative standard of future wants (Boulding, Kalra, Staelin & Zeithaml, 1993). These normative or ideal standards represent enduring wants and needs that remain unaffected by the full range of marketing and competitive factors. Normative expectations are therefore more stable and can be thought of as representing the service the market oriented provider must constantly strive to offer (Zeithaml, Berry & Parasurama, 1993).

Assuming that the customer is capable of evaluating the service performance, the result is compared to expectation prior to purchase or consumption (Oliver, 1980). In the past, corporation did not pay much attention to customer satisfaction but were focused more on attracting new customers to expand their market share. Now, due to lower sales resulting from product maturity, corporations are turning around to stabilizing their existing customers to ensure their market share (Dhabolkar & Thorpe, 1994). Thus the concept of customer satisfaction is under further scrutiny. For the current study, the definition put forward by Oliver will be the construct, as it is the most appropriate for the selected study.

1.2 BACKGROUND OF THE COMPANY

1.2.1 Berger Paints Bangladesh Ltd: An Overview Berger, the market leader in the Bangladesh paint market, is one of the oldest names in the global paint industry. The company is operating in the paint industry for almost two centuries. It has its origin in the year of 1706 and from then on the company is operating with strong adherence to quality and social responsibility. Initially, Lewis Berger, a German national, founded dye & pigment making business in England. Lewis Berger & Sons Limited grew rapidly with a strong reputation for innovation and entrepreneurship culminating in perfecting the process of making Prussian Blue, a deep blue dye, a color widely used for many European armies' uniform. Production of dyes & pigments evolved into production of paints & coatings, which till today, remains the core business of Berger.

Berger grew rapidly by establishing branches all over the world and through merging with other leading paint & coating companies. Today, Berger is one of the leading companies in the global paint industry Berger offers all kinds of painting solutions in decorative, industrial or marine segment for both decorative and protective purpose Berger Paints started its sailing into the sea of Bangladesh from pre-liberation era, to be precise in 1950. The main business flourished in the post liberation phase. In Bangladesh the major milestones of Berger Paints are given below:

1950 Started operation in Bangladesh by importing Paint from Berger UK 1970 - Establishment of Chittagong Factory 1980 Named as Berger Paints (BD) Ltd. from Jenson & Nicholson (J&N) 1991 BMRE in Chittagong Factory 1995 Establishment of Double Tight Can Manufacturing Plant 1999 Establishment of Most Modern Sate-of-the-Art Paint Production Plant in Dhaka 2002 - Construction of own building for the Corporate Office in Dhaka 2004 Establishment of Powder Coating Plant

1.2.2 Berger Paints Bangladesh Ltd: At a Glance Own Corporate Office located in Dhaka 2 Factories at Dhaka and Chittagong 7 strategically located Sales Offices throughout the whole country. The locations of the Sales Offices are shown in a map attached in the annexure

A wide distribution channel reaches the whole country with a network of almost 1000 dealers

Vision and Mission of the company The vision and mission of Berger Paints Bangladesh Ltd. (BPBL) is very transparent and tangible. Berger emphasize highly on the ethical commitment to produce benchmark quality product. The vision and mission statement of the company is:

Vision We shall remain as the benchmark in the Paint industry by: being an innovative and technology driven Company consistently delivering world-class products ensuring best consumer satisfaction through continuous value added services provided by highly professional and committed team. Mission We shall increase our turnover by 100% in the next five years. We shall remain socially committed ethical Company.

1.2.3 Area of Operation

Berger Paints operates in three broad segments of the paint industry.

Decorative Paint The objective is to beautify the surfaces with protection from corrosion and erosion This business category mainly targets household segment

Products are being offered to the consumers through a dealer network Products fulfill the aesthetic value of the consumers Major revenue earning business area of BPBL

Industrial Tailor made products to cater to the specific needs of customers Products give protection to the surfaces in extreme situations like severe hazardous environment, high temperature, movement of heavy materials and machinery etc. Direct marketing approach is being used to promote the Industrial Coatings Main customer groups: Garments Factories, Chemical Plants, Fertilizer Manufacturing Plants, Consumer Durable Manufacturing Plants etc.

Marine Products are being offered mainly through Direct marketing approach. Dock Yards, Bangladesh Navy, Passenger Ships are the main user groups. Market is mostly concentrated in Dhaka and Chittagong.

1.2.4 Manpower Structure It is consisted of more than 300 employees of whom about 160 are general workers and the rest are White Collar employees. These employees are working in different factories and depots of the company. The positional hierarchy of the company is as follows:

1. Managing Director 2. Director 3. General Manager (Executive -1) 4. Executive -2 5. Senior Manager 6. Manager 7. Assistant Manager 8. Officer (i, ii, iii, iv) / Management Trainee

1.2.5 Paint Industry Analysis National Paint Market Bangladesh paint market had been experiencing a good growth of 8-10% per annum consistently in the late 90s mainly because of a boom in real estate development which now seems to have reached a saturation point. Since 1995, the growth in our paint market has been declining to an estimated rate of 3-4% p.a. and the trend reveals a point of no growth-foreseen for 2003, there should have a precautionary signal for further newer investment in this sector. According to the cement manufacturers of Bangladesh, the cement market is also growing at around 4% p.a., which correlates quite well with our paint market growth data. A market growth trend analysis for Bangladesh during 1995-2001 is furnished below:

Year Volume in 000 ltrs Growth %

1995 17940 11%

1996 19374 8%

1997 21311 10%

1998 22590 6%

1999 24850 10%

2000 27086 9%

2001 28170 4%

Table 1: Market growth trend analysis

The limited growth up to now in industrialization and per capita income in Bangladesh has restricted the size of the paint market, which is currently at around Tk. 350-400 crores. However a good number of local paint manufacturing companies (40 organized and at least 50 more in the informal sector) have been operating in this small market. Quite a few of these companies are producing paints of internationally acceptable quality and very importantly, the installed single shift production capacity of the local paint companies is double the present local market demand. The paint market is still mostly concentrated in the urban areas naturally because the number of constructions and surface areas are in huge number in the urban side. Urban side contributes almost 80% of the national paint market. But companies are trying to penetrate the semi urban and rural market through the economy paints. Contribution of Urban, Semi-Urban and Rural Market in 2004 is shown in the following figure:

80% 70% 60% 50% 40% 30% 20% 10% 0%

Urban

Semi urban

Rural

Figure 1 : Geographical Market Size

The paint industry can be broadly categorized into four segments: Decorative, Industrial, Marine and Automotive paints. Industrial paints are basically specially produced paints, which are used in two ways. Industrial paint is being used in some industries as the raw material who are the regular consumer of such paints. The segment uses such paint for the protective and maintenance purpose. Marine paints are produced specially for the river and sea going vessels and the automotive paints are being used in the automobile sector. All the rest fall in the decorative category. It covers all the paints for the exterior and the interior surfaces of plaster, metal and wood. This is the biggest segment of the paint industry. The category wise existing market condition is given in the following table:
Category Value in Crore (BDT) Decorative Industrial Marine Total 325-335 38-40 19-20 382-395 Value in Million (US $) 54.20-55.80 6.33-6.70 3.20-3.33 63.70-65.80 Volume in Million Glns 8.0-8.5 0.94-1.0 0.47-0.50 9.40-10.00

Table 2: Category wise paint market size in 2004

The Table shows that decorative paint segment is enjoying almost 81% of the market. The rest is being divided among all the others. It means that still decorative is the main segment for the paint companies to operate successfully. The second significant segment is the Industrial segment. But the marine segment is having growth now a days. The following figure shows the segmentations of total paint market on the basis of the value in Bangladesh.

5% 3% 10%

Decorative Industrial Marine Automotive

Segments Decorative Industrial Marine Automotive

Contribution 0.82 0.10 0.05 0.03

82%

Figure 2: Segments of Paint market The projected broad category wise market size for 2005 is as follows:
Category Decorative Industrial Marine Total Value in Value in Volume in Crore (Tk) Million US $ Million Glns 354-365 41-44 21-22 416-430 58.03-59.82 6.79-7.14 3.39-3.57 68.21-70.53 8.7-9.3 1.0-1.15 0.51-0.55 10.2-11.0 Volume in Metric Tons 39,900-42,500 4,586-5,050 2,340-2,450 46,781-50,000

Table 3: Projected Market Size 2005

The Table shows that Decorative segment is projected to enjoy the highest growth of 8.75% from 2004. The Marine segment is also projected as a significant segment from the growth perspective. In this sector the projected growth is almost 8.51%. The

Industrial segments projected growth is around 6.38%. The total growth of the paint market from 2004 to 2005 is 8.51%. The decorative paint market can be categorized into three segments based on the ingredients used in the production process: solvent based paints, water based paints and cement paints. The solvent based category includes gloss coatings, varnishes, primers and others and the water based paint category includes distemper, interior as well as exterior emulsions. The detail category wise contribution of the major decorative paints in 2004 is given below:
Category Contribution (Volume wise) Category Contribution (Value wise)

Category

Exterior Emulsion Interior Emulsion Distemper Gloss Coatings Cement Coating Aluminium Paint Gloss Primers Wall Primers Thinner Others Total

1.98% 13.00% 19.28% 42.21% 14.76% 1.32% 1.49% 1.76% 3.97% 0.23% 100.00%

3.22% 16.92% 13.00% 52.40% 7.30% 1.53% 1.55% 2.26% 1.67% 0.15% 100.00%

Table 4: Category contribution by Volume & Value

The Table shows that Gloss Coatings contribute almost half of the decorative paint contribution. The Distemper, Cement Coatings and interior emulsions are also contributing significantly.

Market Share Analysis At present Bangladesh paint industry has 6 companies who have significant market share. Berger Paints Bangladesh Ltd. is operating as the market leader and enjoying almost 45% of national paint market share. The nearest competitor is Sagar Chemical and Paint Industry Ltd. who resides far below the market leader in aspect of market share. The following Table shows the present market share of different companies in paint industry of Bangladesh:

Companies BPBL

Market share 44.7%

Sagar Chemical & 13.6% Paint Ind. Ltd. Elite Asian

BPBL Elite Pailac
Moon Star Paint Chemical Ind. Sagar Chemical & Paint Ind. Ltd.

6.8% 4.2% 5.9% 4.8% Star Paint 3.7%

Pailac Roxy Moon

Asian Roxy Others

Chemical Ind. Others Figure 3: Market share of different companies Total 16.3% 100%

The Table shows that Sagar Chemical and Paint Industry Ltd, who are mostly known a Romana Paints manufacturer, enjoying a market share of 13.6% and Elite Paints market share is 6.8%. A very mentionable point about the national market share of different companies is, recently the market share of the local companies are declining

whereas the market share of Berger Paints Bangladesh Ltd. is increasing. Added here, very recently a giant India based multinational paint company Asian Paints has entered into this market under joint venture investment with Confidence cement Inc Ltd. Another local company Aqua has launched recently. Asian Paints market share in 2004 is 4.2%. though the share is not very high but being new entrant their growth is significant. The market share of the major paint category are given below:

Gloss Coatings Market share Gloss coating category paints are solvent based paints. This is the major segment of the total paint industry. It contributes almost 42% of the total decorative paint. Here also the major player is the market leader of the paint industry Berger Paints Bangladesh Ltd. The market scenario of the gloss coatings is:

Market Share Company Berger Paints Bangladesh Limited Sagar Chemical & Paint Industries Ltd Elite Paint & Chemical Ind. Limited Asian Paints 2003 (Jan-Dec) 23.9 15.4 6.2 0.8 2004 (Jan-Dec) 25.0 14.8 7.0 2.7

Variance % 1.1 -0.6 0.8 1.9

Table 5: Market Share of Gloss Coatings

The Table shows that BPBL is holding almost 25% gloss coating market share. The nearest contributor of BPBL is Sagar Chemical and Paint Industry Ltd. Their market

share is 14.8%. But their market share has declined from 2003. All other major player are enjoying higher market share than 2003.

Interior Emulsion Market share

The market scenario of the Interior Emulsion in 2004 is very contrasting. The market leader Berger Paints Bangladesh Ltd. is holding almost 60% of the total interior emulsion market. But BPBL lost 1.2% market share in comparison to 2003. The following Table shows the share of the interior emulsion by major companies:

Market Share Company Berger Paints Bangladesh Limited Sagar Chemical & Paint Industries Ltd Elite Paint & Chemical Ind. Limited Asian Paints 2003 (Jan-Dec) 61.5 8.9 8.9 1.6 2004 (Jan-Dc) 60.3 12.1 7.9 6.0

Variance % -1.2 3.2 -1.0 4.4

Table 6: Market Share of Interior Emulsion

The nearest market share holder of the BPBL is Sagar Chemical & Paint Industry Ltd. Their brand Romana is enjoying higher market share than 2003. In 2004 their market share is 12.1% and the growth is 3.2%.

Exterior Emulsion Market share The exterior emulsion market is similar to the interior emulsion market. In this segment of Paint the market leader BPBL is occupying almost 82% of the total market share. The following table shows the market share of 2004.
Market Share Com pany Berger Paints Bangladesh Limited Sagar Chemical & Paint Industries Ltd Elite Paint & Chemical Ind. Limited Asian Paints 2003 (Jan-Dec) 75.1 1.1 17.0 1.3 2004 (Jan-Dec) 82.2 1.2 6.3 7.4 Variance % 7.1 0.1 -10.7 6.1

Table 7: Market Share of Exterior Emulsion

The Table shows that BPBL is enjoying 7.1% positive growth from 2003 to 2004 whereas Elite Paint lost 10.7% of their market share. The domination of BPBL in this segment is very obvious.

Distemper Market share

The Distemper market is reasonably more settled than other. Here no particular company is enjoying half of the market share. The market leader BPBL is enjoying almost 43% market share.

Market Share Company Berger Paints Bangladesh Limited Sagar Chemical & Paint Industries Ltd Elite Paint & Chemical Ind. Limited Asian Paints 2003 (Jan-Dec) 39.3 14.2 7.8 2.1 2004 (Jan-Dec) 42.9 12.0 7.8 5.6

Variance % 3.6 -2.2 0.0 3.5

Table 8: Market Share of Distemper

The Table shows that the multi national companies are enjoying growth of the market share. The local companies are rather loosing their existing market share. Both Berger and Asian are enjoying almost 3.5%growth than the previous year.

Cement Coatings Market share

The market share of the cement coating is also dominated by the market leader. Berger is enjoying 63% of the total cement coating market share. The nearest market share holder is Snowcem Bangladesh Ltd. Their present market share is 16.1%. The following Table is portraying the scenario of the cement coatings of Bangladesh:
Market Share Company Berger Paints Bangladesh Limited Snow cem Bangladesh Ltd. Sagar Chemical & Paint Industries Ltd Pailac Paint & Chemical Company (PVT) Ltd. Asian Paints 2003 (Jan-Dec) 61.9 16.5 13.2 3.2 1.2 2004 (Jan-Dec) 63.0 16.1 12.3 3.1 1.4 Variance % 1.1 -0.4 -0.9 -0.1 0.2

Table 9: Market Share of Cement Coatings

The Table shows that the domination of the market leader has increased from year 2003 to 2004 whereas the local companies have lost their little market share.

1.2.6 Distribution Coverage Analysis Major Companies The distribution reach of the company is set basically on the three broad categories: Urban, Semi Urban and Rural. The distribution reach is determined without considering In all the three categories Berger the market leader still maintaining more than 50% distribution coverage. The standing of the major companies on the basis of the distribution reach is given below:

Distribution Reach % Company Urban Berger Paints Bangladesh Limited Sagar Chemical & Paint Industries Ltd Roxy Paints Limited Pailac Paint & Chemical Company (PVT) Ltd. 65.9 56.3 39.6 33.2 Semi Urban 62.4 61.8 40.0 35.2 Rural 54.9 56.0 32.1 37.0 National 63.2 57.2 38.3 34.2

Table 10: Distribution Coverage of Major companies

The Table shows that Bergers strength is in the urban and the semi urban areas. In these parts of the markets Berger reaches almost 35% of the outlets whereas in rural part of the market they can improve their reach in great extent. In rural part Berger is yet to explore the 45% of the outlet. Other than Sagar Chemical & Paint Industry all the local paint companies are relatively strong in the semi urban and rural areas.

1.2.7 Sales Trend The sales trend of six years till 2004 is given in the following graph:

Sales Trend (In Value, Million US$)

30.00 25.00 20.00 15.00 10.00 5.00 0.00

1999 Value Growth % 15.85

2000 18.96 19.58%

2001 21.46 13.19%

2002 22.17 3.33%

2003 24.86 12.12%

2004 28.15 13.25%

Figure 4: Sales Trend Analysis

The graph shows that the sale is always in the positive growth. The growth is accelerated from 2004 and in last two years it achieves more than 12%growth. By value the sales in 2004 is almost double of the sales of year 1999.

Preparing Marketing Mix

Market Segmentation For segmenting total paint market, Berger uses more than one basis. Initially, total business of the Co. is segmented on the basis of customer types. Berger segments total market as Decorative, Industrial & Marine. Then, Decorative group is further segmented on the basis of surface types- wooden, metal & concrete. Again, sub-class of the total paint market is sliced on the basis of Internal & External surface category. At the last step, price segmentation is used to create a number of small niches Premium, Regular & Economy- in the market.

Product Berger is committed to offer quality products that satisfy consumers ultimate desires from paints with the help of state-ofart technology. Berger always believes in one step ahead in offering new product to create more value for customers money. Berger outsmarts other competitors of the market through its one step ahead policy and innovative market offers. Berger is trying to fill up all holes of the market through offering a wide range of products to meet the needs (Premium to Economy Paints) of different types of users and to solve the different types of functional requirements (Industrial, Decorative & Marine). Berger Bangladesh offers approximately 600 SKU

including variations within basic product groups. Due to shift in market growth trends Berger is trying to establish itself in the economy segment of the paint market.

Price Generally Berger follows cost based pricing method. After calculation of the total manufacturing cost (Direct & Indirect RM cost, Direct & Indirect Labor cost and Manufacturing overhead cost) and adds 20% GP to get the price point of the product. But this is not the rule of thumb in pricing the Berger products. Competitor based pricing policy is also followed as well because of the increased competition in the paint market.

Place/Distribution Berger follows the direct distribution policy to make the paints available in the market. Berger distributes paints through its own sales force. Distribution activities of Berger in all over Bangladesh are covered by 7 (Seven) strategic depots. *One level, mainly, and *two level-channel, to some cases, are used by the Berger Paints for Decorative products. Zero level channel, personal selling, is also used for grasping the project offers.

SALES DEPOT OF BERGER

DEALERS

DEALERS

CUSTOMERS

Figure 5: Channel level In one level channel, Bergers sales force delivers paints to the dealers from where ultimate users purchase paints. In the two-level channel, some major dealers dominate the paint market in the region where they are located. Small dealers collect paints from the large-scale dealers. Ultimate users buy paints from these small dealers. Promotion/Communication Mix Advertising Electronic media: Paints of Berger are promoted in the market through electronic media mainly in BTV and Cable Channels. Through these ads not only the overall Berger products are offered but also the individual brands are promoted. Through radio Berger is trying to reach those potential targets that are not easily reachable by the BTV or Satellite.

Print Media: During daytime mostly in the office market potentials have little opportunity to go through the electronic media. Rather, they are used to go through the newspapers, magazines and other periodical publications. So Berger has taken the initiatives to attract peoples attention through print media to some extent. Moreover, brochures, shade cards and other paint related information in printed form are delivered to the dealers, potential customers, painters and other targeted potentials to make them interested /more interested toward Berger products.

Billboard: Berger efforts also move to grasp the potentials attention and to increase the frequency of exposure toward Berger products while they are on the way to their destinations.

Sales Promotion Berger offers different types of incentives for consumers and traders of the paint market. Trade promotion occurs more frequently than consumer promotion. Because, success in this market highly depends on the traders involved channeling the paints from producers to consumers. Traders are highly influential in the market because of long purchase cycle time (app. 3 years) of paints, technical aspects of the paints & etc. Shop boys are also included within the discursion of traders. Moreover, painters, end user of paint, play important roles in purchase decision of the paint. So, Berger offers incentive to create a favorable attitude towards the paints of Berger. Incentives offered to different groups that have impact on paint purchase decision by Berger to stimulate sales are discussed below: With a view to boost up sales various gift items are offered to consumers for buying Berger paints. Sometimes, gifts are offered for buying more volume. In the decorative business category paints are offered to the dealers at 5% discount on MRP of the all products.

Dealers of all over the country except Dhaka & Chittagong are entitled to enjoy 30 days credit facility provided that these dealers are registered. Dealers of these two areas enjoy the credit facility of 37 days for all products of the Co. For creating a loyal, motivated dealer group Berger arranges dealers meet in which some exclusive dealers are invited for 3 / 4 days to visit an exclusive location. And the total program is sponsored by Berger paints. For selling more Berger products a turnover incentive is offered to them. If dealers buy more than a specified volume in one invoice they are rewarded with exemption of certain percentage on total monetary value of invoice. The amount exempted is deducted during the cash payment of amount due to him or at the time next time purchase. Each registered dealers of Berger has to achieve a yearly sales target set by Berger to enjoy TOC (Turnover Commission), a percentage on total yearly sales. Berger facilitates the dealers with a signboard displaying the identity of the outlet. To create a shop boys favorable attitude towards Berger products, cash incentives are offered to them. To increase the sales of the companys paints attempt is taken by Berger to create a loyal painter group who will favor the Berger paints through offering cash coin within the containers of paint. To collect the orders from projects sales force visits different newly constructed projects.

Publicity:

Young Painters Art competition Young Architects Award Sponsoring Delta Break Housing Fair

Public Relations: Sales personnels visit to dealer Communicate with the initiators of different projects.

Prolink division of Marketing Department communicates with various groups

(engineers, architect and etc.) related with paint business. Generating consumer pools for sales.

1.3 COLOR BANK AT A GLANCE

Berger Color Bank introduces the global way to paint with an unlimited choice of shades to match customers taste-instantly. Color Bank is a new venture of Berger Paints started by Mr. R. R. Khan, Dcor manager of Berger Paints Home Dcor, in 1997. The basic concept behind launching Color Bank was to reduce SKUs and provide a variety of shades. Berger Color Bank can provide any shade, from a dark color to light colors in just 5 minutes. Berger Color Bank uses superior imported colorants and the world renowned tinting technology of Italtinto, Italy. Berger Color Bank has an unique Tintovision software which allows customers to see infinite color combinations on the screen of the computer. Products of Color Bank includes: Robbialac Plastic Emulsion Classic

Robbialac SPD Super Weather Coat Smooth Classic Robbialac Synthetic Enamel Gold Luxury Silk Splendour Robbialac Easy Clean Robbialac Pearl Lustre Finish Woodkeeper Finesse

1.4 COMPETITOR ANALYSIS OF COLOR BANK

The only competitor facing Berger Color Bank is Asian Paints Color World. At the moment, the advantage Berger is experiencing is the generic nature of Color Bank, similar to what Honda has been able to, as in being successful in making Honda a generic name for all motor cycles. Through survey, the most common finding was that when people generally visit Asian paints store, they refer to the Color World option as Color Bank. Store owners in the Color World outlets are in constant challenge in attempting to fix such a generic word of the market. This competitive analysis identifies: The primary competitor (Asian Color World) Their objectives and reaction patterns The market leader strategies to be followed.

Threat of new entrants

Low (except for Asian Color World, no other competitor)

Threat of supplier power

Low Has their own R&D

Rivalry
Aggressive Not numerous Color Bank 17 outlets

Threat of buyer power Low

Color World 6 outlets

Threat of substitutes
Low Color World is new Figure 6: Michael Porters competitive forces analysis for Berger Color Bank

The above table describes the Porters five forces competitive model. Each of the five factors is explained below in details. Threat of new entrants The threat of new entrants is relatively low, as Asian Color World is the only competitor for Berger Color Bank. Threat of rivalry Asian Color World is an aggressive competitor. It already has six outlets all over the city, and has already captured the Uttara market with 2 outlets, whereas Berger Color Bank has only one outlet in Uttara. However, they do not have as many outlets as Berger Color Bank. Berger Color Bank has 17 outlets in Dhaka, and numerous outlets outside the city. Thus the threat of rivalry is low. Threat of substitutes- It is low as Asian Color World is the only substitute and they are new in the market. However, during surveying the architects, there has been word in the market that Elite Paints have similar color variety, and is providing numerous shades. They have not started dealing in retails outlets yet. Threat of supplier power- It is low as Berger Color Bank has their own Research and Development unit, and raw materials are flown in from abroad.

Threat of buyer power- It is low as switching cost is moderate in terms of company reputation, quality, and 3000 more shade availability.

Objectives of the competitor Asian Color World is a division of a larger company, Asian Paints. Although one useful assumption is that competitors strive to maximize profit, the parent company is running it for growth. Reaction patterns Different companies react differently to competitive assaults. Some are slow to respond, others respond only to certain types of attacks. According to Henderson, much depends on the industrys competitive equilibrium. He says that: If competitors are nearly identical and their living in the same way, then their competition equilibrium is unstable. If Asian Color World addresses a price cut, then equilibrium will be upset. If a single major factor is the critical factor, then the competitive equilibrium is unstable. Berger Color Bank is a relatively old concern and has been in the market for the last eight years dated 1998. The nature of existence of Berger in the paint industry for over a decade has achieved a cost breakthrough through economies of scale, and experience. In such a scenario, Berger Color World can cut price and win market share experience at the expense of Asian Color World. This would create competitive equilibrium instability and prove an advantage for Berger.

Market-leader strategies Many industries contain one firm that is acknowledged market leader. Berger Color Bank has the largest market share in the relevant product market. Remaining number one calls for actions on three fronts. First, Berger must find ways to expand total market demand. Second, they need to protect its current market share through good defensive and offensive actions. Third, Berger can try to increase its market share, even if market size remains constant. Expanding the total market share New users- Every product has the potential to attract buyers who are unaware of the product or who are resisting it because of price. Berger can search for new user among three groups: those who might use it but do not (market-penetration), those who have never used it (new-market segment strategy), or those who live elsewhere (geographical-expansion strategy)

More usage- A third marketing strategy is to convince people to use more product per use occasion.

Defending market share At the moment, Berger Color Bank is not facing as much competition from Asian Color World. But in the near future, if it does so, Berger can adopt the position defense and flank defense strategies. Position defense strategy would mean that Berger build a superior brand power and make the brand almost impregnable.

Berger Color Bank already has an advantage of Color World with the availability of shades. Color Bank is providing almost 3000 shades more than Color World. Introducing color recognition software would increase the availability to much more.

In a flank defense strategy, Berger should erect outpost to protect a weak front or possibly serve as an invasion base for counterattack. Berger can increase price by Tk. 1 on one of its most purchased brand, like Weathercoat exterior. They could then use the increased revenue from the regular product and use it for advertising Color World products.

Expanding the market share The actual market share of Color Bank product is yet to be estimated. The percentage of market share by Asian Color World is unknown to the researcher. A study by the Strategic planning institute (called Profit Impact of Market Strategy, or PIMS) found that a companys profitability, measured by pretax return on investment (ROI), rises with its relative market share of its served market.

1.5 PROBLEM DEFINITION

Management Problem: Satisfying customers are the only way to stay competitive in today's marketplace. The balancing act between what customers want and what company can provide must be optimized in order to maximize companys long-term profits. Berger Paints Bangladesh

Ltd already is in a good position in the consumer mind but by understanding the customer satisfaction level, it will help the company to exceed the present level of customer satisfaction. The management currently has a lack of knowledge of the customer satisfaction level of Color Bank users, and how to improve the level of customer satisfaction.

Research problem: This research would investigate the level of customer satisfaction level of Color Bank users and what are the different influencing parties (architects, developers, painters and dealers). On assessing the level of customer satisfaction, what marketing tools, like promotional efforts and other marketing efforts, are necessary to improve the customer satisfaction level.

1.6 RESEARCH OBJECTIVES

1.6.1 Broad objective: To assess and find out whether the customers are satisfied (to what extent) with the product or services of Color Bank.

1.6.2 Specific objective: Whether the customer are loyal to buy Berger Color Bank product. Whether Color Bank can build the relationship with the target customer and the dealer through their products.

Whether Color Bank can build the relationship with the target customer and the specifiers through their products.

Whether Color Bank can build the relationship with the target customer and the painters through their products.

Find out the source of information. Find out the customer satisfaction level in consideration to the product quality. Find out the customer satisfaction level in consideration to the service of Berger Color Bank.

Whether Berger can create awareness in the consumer mind. Whether the dealer can penetrate in the market for Berger Color Bank products. Whether the dealer are capable of maintaining the relationship with the target customer.

Whether specifiers (architects, developers, painters) can create awareness for Berger Color Bank product in the consumer mind.

1.7 SCOPE OF THE REPORT

1.7.1 Geographic Scope: The researcher will be focusing on the customer satisfaction level for Berger Color Bank products (to what extent they are satisfied) concentrating Dhaka city. To make this survey more extensive, the researcher divides Dhaka city into some group (based on locality).

Population

Area of a Dhaka City

Consumer

Dealer

Architects Developer Painters

Banani,Gulshan,Baridhara,Uttara,Fakirapul, Kodomtoli,Purana paltan,Dhanmondi, Mohammadpur,Shantinagar,Shamoli,Kakrail,Niketon, Moghbazar,Gulshan-2,Malibagh,,Chowdhurypara, Mirpur-10,Uttara,Mirpur road opposite side of Dhaka college,Banani, Dilkusha,Malibagh Chowdhury ,Uttara Mohakhali,Gulshan,Banani,Mohammadpur Lalmatia,Eastern Plaza, Sonargaon Road Dhanmondi,Indira Road. Gulshan,Dhanmondi,Panthapath.

1.7.2 Technical Scope: The researcher will consider the knowledgeable respondents, basically who make the purchase decision within Dhaka city. For that reason we divided the total population in to some group. The knowledgeable respondents. Dealers Painters. Expertise (Arechitechs,Engineers)

1.8 LIMITATIONS
This present study is limited by a number of factors. The sample population is limited in terms of its range and composition. Non response error this type of error occurs when the researcher cannot locate the pre-designated sample element to be studied. Two sample element were out of reach and inaccessible. Their address could not be found in the customer database, and also they did not receive phone calls. Sample substitution could not be possible as the sampling frame was limited. The research was limited by time and cost.

Chapter 2 Methodology

2.1 RESEARCH DESIGN

2.1.1 Type of research The task of business research is to generate accurate information for use in decision making. Business research is defined as the systematic and objective process of gathering, recording, and analyzing data for aid in making business decisions. There are two types of research. Basic research is intended to expand the boundaries of knowledge itself or verify the acceptability of a given theory. Applied research is conducted when a decision must be made about a specific reallife problem. Applied research encompasses those studies undertaken to answer questions about specific problems or to make decisions about a particular course of action or policy. This research type is basic research as we are trying to expand our boundaries of knowledge of the level of customer satisfaction of Color Bank users.

2.1.2 Nature of research When a researcher has a limited amount of experience with or knowledge about a research issue, exploratory research is a useful preliminary step that helps ensure that a more rigorous, more conclusive future study will not begin with an inadequate understanding of the nature of the management problem. The purpose of an exploratory research is intertwined with the need for a clear and precise statement of the recognized problem. Exploratory research has two interrelated purposes, to diagnose a situation and

discover new ideas. Much, but certainly not all, exploratory research provides qualitative data. This research is a qualitative exploratory research, as it is an initial research conducted to clarify and define the nature of a problem. It is qualitative as the results of this research focuses on words and observations, instead of numbers and mathematical analysis.

2.2 RESEARCH STRUCTURE

2.2.1 Type of data This research will not be focusing on any secondary data, as no such preview research has been conducted in context of Berger Paint Color Bank. This research will work with only primary data.

2.2.2 Data collection procedure There are three types of method, survey, observation and experiment. Data is collected through survey method. For the survey method, the researcher will use unstructured personal interview. A questionnaire is kept in hand of the interviewer to aid the interview process. A personal interview is a form of direct communication in which an interviewer asks respondents questions in a face-to-face situation. There are several advantages of personal interviews. Probing complex answers. The opportunity for feedback. High participation.

Item non-response the technical term for an unanswered question on an otherwise complete questionnaire.

2.3 SAMPLING PLAN

The sampling technique is a cross-sectional study as the data is collected at a single point in time.

2.3.1 Target population The user of Color Bank in the geographical base of Dhaka city

2.3.2 Sampling Frame List of household (Customers who have used Color Bank) of Dhaka city. This will be provided from Berger Paint Home Dcor. List of architects, dealers and developers of Dhaka city, which will be provided by Berger Paints. There is no such sampling frame for painters.

2.3.3 Sample unit Sampling unit consist of the respondents. For that reason we divided the total population in to some group. The knowledgeable respondents. Higher Upper class. Upper Class.

Upper Middle Class Dealers Painters. Expertise (Architects, Engineers).

2.3.4 Sampling technique The sampling will be non-probability quota sampling. In quota sampling, the researcher tries to classify population by pertinent properties, determining desired proportion of sample from each class.

2.3.5 Sample size We are considering the knowledgeable respondents basically who make the purchase decision for (Berger Color Bank) within Dhaka city. For that reason we have divided the total population in to some group. The knowledgeable respondents. Higher Upper class. Upper Class. Upper Middle Class. Dealers Painters. Expertise (Architects, Engineers)

Dealers The total number of Berger paints Color Bank dealer is 17. As advised by Berger Paints, 60% of the sampling frame will be sufficient to fully cover the dealers of Dhaka city. The detail of the area wise distribution of dealers is given below. We have selected the 10 dealers based on judgment.

Sl no. 1 2 3 4 5 6 7 Total

Area Moghbazar Gulshan-2 Uttara Mirpur Banani Narayanganj Sonargong

Number 1 1 1 3 2 1 1 10

Sample Size for the Dealers: 10

The detail addresses and other required information regarding dealers is provide by Berger Paints Bangladesh limited. It is expected and assumed that 4 interviews can be done in one day. So within 3 days we can cover all the dealers.

Architects The list of architect was given to the researcher by Berger Paints. Out of the 33 architects, 60% of the sampling frame was considered, ie 20. The detail of the area wise distribution is given below. The 20 architects were selected based on judgment.

Area Dhanmondi

Name Ar. Nahas Ahmed Khalil , Ar. Shaila Joarder Ar. Nishat Afrose

Number 5

Ar. Enamul Karim Nirjhar

Banani Ar. Dewan Shamsul Arif Ar. Riad Rouf, Ar. Tarique Hasan 4

Ar. Arifur Rahman Ar. Rizwana

Gulshan Ar. Md. Arefeen Ibrahim 2

Ar. Nusrat Jahan

Uttara Ar. Samia Latif,Uttara Ar. Sayeda Sultana ,Uttara 4

Ar. Syed Safiullah,Uttara

Moghbazar, Malibagh,Dilkusha PWD Total Ar. Karuzzaman Khan Apu,Uttara Ar. Mainul Quader Tito Ar. Mahbuba Haque Shikha Ar. Farzana Rahman (Rita) Ar. Farukul Islam Ar. Golam Nasir 3 2 20

Sample Size for the Architects: 20 Developers As we are considering only Dhaka city, five developers were selected for data collection based on judgment.

Sl No. Dhanmondi Panthapath

Name & Area Alien Properties Assurance Development Urban Design & Development Sheltech LTD

Number 4

Gulshan Total

Asset Development Holdings LTD

1 5

Sample Size for the Developers: 5 Customers The list of customers was given to the researcher by Berger Paints. Out of the 43 customers list of Color Bank users, 60% of the sampling frame is 26. However, 26 of the respondents in the list were previously interviewed. The remaining 17 respondents is considered the sample size for customers. Out of judgment, the researcher has included 4 more customers of Color Bank in increase the sample size. The detail of the area wise distribution is given below.

Sl. No 1 2

Area Uttara Gulshan, Banani, Niketon Baridhara, Mohakhali DOHS

Number 1 9

Pura Paltan, SHantinagar, Kakrail, Fakirapul, Siddeshwari

4 5 Total

Shymoli Dhanmondi, Mohammadpur, Lalmatia

1 5 23

Sample Size for the Customers: 23 Painters The sample size of the painters is 5. The painters were selected on a judgment basis, by understanding the experience level of painters.

2.4 SAMPLE CHARACTERISTICS

Demographic Age 30-40, 41-50

Occupation

Businessman, Managers, homemakers, Architects, Engineers, Painters, Officials

Social Class Behavioral User status Loyalty status Readiness stage

Upper class, upper middle class

Regular user, first time users Medium, strong Aware, informed, interested,

2.5 PRE-TESTS
Pre-tests are trial runs with a group of respondents for the purpose of detecting problems in questionnaire instruction or design. Pre-testing was done with 2 customers and 2 architects, and the questionnaire re-modified. The re-modified questionnaire was asked for approval from Berger Paints. Berger Paints approved the re-modified questionnaires.

Chapter 3 Results

3.1 DEALERS
Dealers inspiration to deal with Color Bank
others

Variety of Color-A

ABCD = Variety of Color, Demand, Quality, Goodwill

Others = profitability,
ABCD

uniqueness.

Figure 1: Dealers inspiration to Deal Color Bank

Berger Paints Bangladesh has introduced a new era in the painting world. As the market is dynamic and very much unique in nature, consumers are very much attracted by Color Bank option as they can get any desired color within 5 minute. Here we try to find out the factors that inspire the dealers to deal with Color Bank. From the above chart we can see that: 40% of the total respondents are attracted by Variety of Color, Demand, Quality, and Goodwill. 40% are attracted by the profitability, uniqueness of Color Bank option. Satisfied Partially satisfied Dissatisfied

Satisfaction with Color Bank Satisfaction with product Satisfaction with service Overall satisfaction Level of interaction with client Should be better Table 1: Overall view of Dealers

The above table clearly shows a summary of the satisfaction level of dealers with Berger Color Bank. The detailed analysis below will be sorted in the above mentioned category.

3.1.1 Findings and analysis Satisfaction with Color Bank system

Dealers satisfaction on CB system

Frequency Valid Yes No Total 9 1 10 Percent 90 10 100 Valid Percent 100

Dealers satisfaction on Color Bank

no

yes

Figure 2: Dealer satisfaction on Color Bank

This table determines how many dealers are satisfied with the Color Bank manufacturing process and their frequency of satisfaction regarding the Color Bank

process. From the above table we find that about 90% of the total population is very much satisfied with the Color Bank manufacturing process. Satisfaction with product

Figure 3: Commonly purchased brand

This table shows us which product has more demand in the market. Here we find that Robbialac Plastic Emulsion Classic and Weathercoat Smooth Classic have high demand in the market. Here RPEC = Robbialac Plastic Emulsion Classic. WKE = Weathercoat Smooth Classic.

Table 2: Cross tabulation table for Dealer's satisfaction level on Color Bank product & service and Dealer's Inspiration about Color Bank.
Dealer's Inspiration about CB Variety of Color Hi Satisfy Dealer's satisfaction level on CB products & Satisfy services Dissatisfy Count % of Total Count % of Total Count % of Total Total Count % of Total 2 20.0% 4 1 10.0% 1 10.0% 4 others ABCD 1 10.0% 2 2 20.0% 7 70.0% 1 10.0% 10 Total

40.0% 20.0% 1 10.0% 4

40.0% 40.0% 100.0%

In the case of Dealers inspiration and Dealers satisfaction: 20% of the dealers are highly satisfied with variety of color and availability of Color Bank base. 40 % of the dealers are satisfied with variety of color, Demand, Quality, Goodwill of Color Bank Product and service. On the other hand we observe that 10 % of the dealers are dissatisfied with the unavailability of Color Bank bases, shade card, high price of Color Bank product. They keep this Color Bank option in their outlet as it is profitable for them. It has huge demand in the consumer mind. More over through Color Bank consumer can get their desire color so they have to keep the Color Bank option in their store.

Satisfaction with service

Table 3: Cross tabulation table for Dealer's satisfaction level on CB product & service and Dealer's expectation on Color Bank shades
Color Bank give desired color yes Count Hi Satisfy Your expectation about Color Bank product and service is satisfactory % of Total Count Satisfy % of Total Count Dissatisfy % of Total Count Total % of Total 2 20.00% 6 60.00% 0 0.00% 8 80.00% others 0 0.00% 1 10.00% 1 10.00% 2 20.00% Total 2 20.00% 7 70.00% 1 10.00% 10 100.00%

In the case of Dealers Satisfaction and Dealer's expectation on Color Bank shades 20 % of the dealers said yes and they are highly satisfied with the Color Bank shades and 60% of the Dealers told that they are satisfied but sometimes the base and shade cards are not available. The table below shows the following about the satisfaction as a product of expectation about Color Bank product and service and the dealer's satisfaction on Berger Paints employees behavior if color quality is not up to the mark: Highly Satisfied 20% of the dealers Satisfied 70% are satisfied Others 10% of the dealers. They are unhappy as they do not receive timely response from Color Bank when they request for Color Bank base, Shade Card

Table 4: Cross tabulation table for Dealer's satisfaction level on CB product & service and Dealer's satisfaction on Berger Paints employees behavior
Dealer's satisfaction on Berger Paints employees behavior if color quality is not up to the mark Yes others Total Your expectation about Color Bank product and service is satisfactory Count % of Total Count % of Total Count % of Total Count % of Total 2 20.00% 7 70.00% 0 0.00% 9 90.00% 0 0.00% 0 0.00% 1 10.00% 1 10.00% 2 20.00% 7 70.00% 1 10.00% 10 100.00%

Hi Satisfy

Satisfy

Dissatisfy

Total

Overall Satisfaction

Customer satisfaction level according to Dealers

Hi Satisfy 30.0%

Satisfy 70.0%

Dealers overall satisfaction

Dissatisfy 10.0% Hi Satisfy 20.0%

Satisfy 70.0%

Figure 4: Dealers overall evaluation

The above two pie charts clearly explains to overall satisfaction level of dealers and the customer satisfaction level from the dealers point of view. We can see that 20% of the dealers are highly satisfied, and 70% of the dealers are satisfied with the overall product and service of Color Bank. Only 10% of the dealers are not satisfied with the service of Color Bank, as they believe that they are not receiving proper financial assistance. The other pie chart shows the level of customer satisfaction from the dealers point of view. Dealers feel that 30% of the customers are highly satisfied and 70% of the customers are satisfied with Color Bank. The three reason that dealers put forward are: The get the desired shades in less than 5 minutes. Huge variety of shades. A new concept and it is unique in nature.

3.1.2 Summary of findings From our survey we find that Dealers are important customers of Berger Paints Color Bank option, as they are an important buffer between the customers and Berger Paint. From our analysis, we realized that the dealers are not proactive in making the customers knowledgeable, as they fail to convince customers to buy Color Bank option from their outlet. During our visit to Asma traders, one customer was asking for Color Bank option and its features. The interviewer realized that the customer was looking for a product which is easily washable, and Color Bank Easy Clean product was the perfect choice. But the dealers approach was not enthusiastic in nature to motivate the customer to purchase Easy Clean. They keep this Color Bank option in their outlet as it is profitable for them. At the same time, there is a huge demand for Color Bank products in customers minds. This are the two reasons the dealers are inspired to deal with Color Bank. According to the dealers, customers are not that much aware of the product variety, product feature and functionality of Color Bank. Dealers are not that much happy with the financial support. Financial support refers to extend due date, give credit facility, discounts. They want more shade cards. They told that competitors helps them more in terms financial assistance. Berger Paints is already in a good position and they successfully can keep good relation with the Dealers but their approach should be more dynamic and more prompt. From our point of view Dealers play a vital role to attract consumer and they are the one who can convince people buying behavior. During our survey in (Asma

dealer outlet) we find that a client ask for a good branded Color and he ask for Color Bank option but the owner dont want to motivate them to buy Color Bank option what is The price of an exclusive product like Color Bank is high at the moment. The coverage and durability is higher than other products. Thus Color Bank options are cost effective. Majority of the dealers agree with the above mentioned statement. Depending on the situation, the consumer purchase behavior varies. According to the dealers perception, light colors are preferable for the household consumption, and deep colors are preferable for industrial purpose. Berger Paints should give leaflet to the customer so that consumer can get idea about the Color Bank manufacturing process and about the products. Color Bank product feature, attributes, uniqueness and its quality helps them to retain their customer. Dealers need to improve their approach in selling the Color Bank option, for which Berger should give more emphasis towards the dealers. Dealers are satisfied with the Color Bank process. According to the dealers, customers are also satisfied with Color Bank. 70% dealers say that they are highly satisfied, and 30% dealers say that customers are satisfied. About 77.8% dealer told that Color Bank profit margin is higher than regular product. Where 11.1% of the total dealer told that Cost of Color Bank product is high but as the demand is more for Color Bank product in the consumer mind so it is profitable for them.

Surface preparation is important according to the dealers, but majority of the dealers do not inform customers of proper surface preparation. They only inform if the customers inquire about the procedure. Berger Paints should give leaflet to the customer so that consumer can get idea about the Color Bank manufacturing process.

3.2 CUSTOMERS
3.2.1 Finding and analysis Overall level of satisfaction

Overall Satisfaction level for Berger Color Bank

Frequency Yes No Yes - 90% to 100% Yes - 80% to 89% Yes - 70% to 79% Yes - 60% to 69% Total 7 1 7 2 1 2 20 Percent 35 5 35 10 5 10 100 Valid Percent 35 5 35 10 5 10 100

Overall satisfaction level for Berger Color Bank

Yes - 60% to 69% Yes - 70% to 79% Yes Yes - 80% to 89%

No Yes - 90% to 100%

s Figure 5: Overall customer satisfaction level Here we find that about 95% of consumers are satisfied with the overall product and service of Berger Color Bank. Only 5% of the customers are not satisfied with the product and service of Berger Color Bank. Out of the 95%, 60% of the customers are highly satisfied and their satisfaction level range from 60% to 100%.

Customers perception of Berger

Frequency Color Bank Quality Smart Unique Total 7 11 1 1 20 Percent 35 55 5 5 100 Valid Percent 35 55 5 5 100

Customers' perceprtion of Berger

Unique Smart

Color Bank

Quality

Figure 6: Customers perception of Color Bank

The researcher tried to find out the customers perception about Berger Color Bank by using the word association technique. The researcher asked the respondents what they think when they hear the word Berger. From the research findings, we find that 55% client told about quality, 35% told about Color Bank, and 5% of them think about uniqueness. The researcher would like to increase the 35% level of customers who perceive Berger and only Color Bank.

Satisfaction regarding Information This means the extent to which the customers are satisfied with the information they receive from different sources for Color Bank. The different sources could be TV ads, newspapers, magazines, billboards, and dealer outlet. The researcher has set this criterion in order to have a better understanding of the pros and cons of Berger Paints

informative promotional campaign for Color Bank, and to learn the feedback of customers. The following frequency tables established a true picture.

Are you a regular user of Berger Color Bank product?

Frequency Yes No Total 16 4 20 Percent 80 20 100 Valid Percent 80 20 100

Figure 7: Identifying frequency of use

Here we find that 80% of the total consumers are regular user of Color Bank product. According to them: They are satisfied with the quality of Color Bank product. But Berger should be more dynamic in promoting their product. They should give leaflet about their product feature, usage and about the Color Bank manufacturing process. So that they get proper knowledge on Color Bank option.

The way client learn about Color Bank

Frequency TV - D Others - E D+E B+D C+D Total 10 1 7 1 1 20 Percent 50 5 35 5 5 100 Valid Percent 50 5 35 5 5 100 A = Dealers B = Painters C = Architects D = TV ads E = Others (Home dcor, relatives)

The way clients learn about Color Bank

C+D 5.0% B+D 5.0%

TV - D D+E 35.0% 50.0%

Others - E 5.0%

Figure 8: Source of information for clients

According to the clients, they are mainly attracted by the TV commercials. Other sources the customers mentioned were relatives and Home Dcor. During the interview, the customers have included some of their views They said that TV ads should be more informative and rather provide infomercials. Only a mere 5% of the respondents mentioned that the telephone number given in the advertisement is out of reach at times.

Above mentioned source give you desired information

Frequency Yes No Total 16 4 20 Percent 80 20 100 Valid Percent 80 20 100

Figure 9: Whether sources give required information

From the above graph we find that we find that 80% client told that the sources give them right information. Overall, customers are satisfied with the sources of information.

Satisfaction regarding Job-taking

Figure 10: Ways to solve customer queries

The above chart explains the real scenario. Here we find that about 22.2% told that in the dealer outlet there should be sufficient shade card, 11.1% told that in the outlet Berger should keep samples for color. From our survey we get some extra view of the consumers In Home Dcor the number of manpower should be more. Berger should give a brief idea about their product earlier. Berger Paints should develop a package. The package should include purchase of paint, decision making, providing painter, complete painting solution. Customer would prefer this as they think it will reduce time effort from their end.

Since Berger has a good reputation in the market, they feel that the package would reduce customer efforts. They would not mind paying a little extra.

Process of Color Bank is satisfactory

Frequency Yes No Total Total 18 1 19 20 Percent 90 5 95 100 Valid Percent 94.7 5.3 100

Process of Color Bank is satisfactory

No

Yes

Figure 11: Satisfaction with Color Bank process

From the survey we have computed that about 94.7% of the total consumers are satisfied with the manufacturing process. The extra information we gathered from the customers is that they would want the Color Bank process a bit faster in the Mirpur area

dealers shop. However, overall customers are satisfied with the job-taking. The only improvement they would need would be a complete paint solution package.

3.2.2 Cross tabulation Findings related to product and service Table 5: Cross tabulation table for Customers satisfaction level on product and services & Satisfaction on Color Bank products quality
Satisfaction on Color Bank products quality Yes Count Highly Satisfied Satisfied Satisfaction level. Total Highly dissatisfied % of Total Count % of Total Count % of Total Count % of Total 19 0.95 9 0.45 10 0.5 1 0.05 1 0.05 No Total 9 0.45 10 0.5 1 0.05 20 1

In the case of Customers overall satisfaction and satisfaction on product quality, 45 % of the customers said yes and they are highly satisfied with the Product quality. On the other hand we observe that 50 % of the customers said yes and they are satisfied with the product quality. We also observe that 5% said no and they are dissatisfied with the product quality. The reason the 5% of the respondents are dissatisfied is sated below. Plastic Emulsion is not appropriate for Air-conditioned room as the color texture does not suit the environment.

Table 6: Cross tabulation table for Customer satisfaction level & satisfaction on Color Bank product and service
Color Bank product and service satisfy your expectation Yes 90% Yes - Yes - Yes to 80% 70% 60% to to to 100 Yes No 89% 79% 69% Total % Count Highly Satisfied % of Total Count Satisfied Satisfaction level. Highly dissatisfied % of Total Count % of Total Count Total % of Total 7 35.00 % 2 10.00 % 5 25.00 % 1 5.00 % 1 5.00 % 7 35.00 % 2 10.00 % 1 5.00 % 2 10.00 % 6 30.00 % 1 5.00 % 1 5.00 % 1 5.00 % 1 5.00 % 2 10.00 % 9 45.00 % 10 50.00 % 1 5.00 % 20 100.0 0%

In the case of Customers overall satisfaction level and satisfaction on product and service, 10 % of the customers said yes and they are highly satisfied with the overall product and service of Color Bank, 30% of the customer said yes and their satisfaction level is (90-100) %, 5% of the total customer said yes and their satisfaction level is (8089) % so we can find that out of 100% customer 45% customers are highly satisfied with Color Bank product and services. 25 % of the customers said yes and they are satisfied with the overall product and service of Color Bank, 5% of the customer said yes and their satisfaction level is (90-100) %, 5% of the total customer said yes and their satisfaction level is (80-89) % .5% customers satisfaction level is (70-79) %,10% customers satisfaction level is (69-70) % so we can find that out of 100% customer 50% customers are satisfied with Color Bank product and services.

On the other hand we observe that 5% of the customers said no and they are highly dissatisfied with the product quality. We also observe that 5% said no and they are dissatisfied with Color Bank product and services. This 5% customer told that they are dissatisfied and they told thatIn case of service: They want more man power and they must be efficient and the worker must maintain their time. The phone number that is given for Home Dcor service must be active every time. Berger should have a contract package (paint product, manpower) They require a hotline customer care service. The existing Home Dcor online consultant is not reachable at all times. Include weekend leaflets with the newspaper.

In case of product: The chemical composition of the paint product is not environment friendly. The advertisements should be more informative. They require information regarding the functionality of the product (bases structure, feature, manufacturing process and about the product usage).

Table 7: Cross tabulation table for Customer satisfaction level & satisfaction on durability and coverage of Color Bank product compared to others
Durability and coverage of Berger CB compared to others Very high 3 16.70% High 4 22.20% 9 50.00% 1 5.60% 3 16.70% 13 72.20% 1 5.60% 1 5.60% No difference 1 5.60% Very low Total 8 44.40% 9 50.00% 1 5.60% 18 100.00%

Highly Satisfied Satisfaction level. Satisfied Highly dissatisfied Total

Count % of Total Count % of Total Count % of Total Count % of Total

In the case of Customers overall satisfaction and satisfaction coverage and durability, out of 100 %, 44.4 % of the customers said highly satisfied with the coverage and durability of Color Bank product On the other hand we observe that 50 % of the customers said they are satisfied and the coverage and durability of Color Bank product is high. We also observe that 5.6% said they are highly dissatisfied with the coverage and durability of Color Bank product is very low.

Table 8: Cross tabulation table for Customer satisfaction level & satisfaction on durability and coverage of Color Bank product compared to others is high so it is cost effective.
Use of CB, compared to other brands is cost effective Yes Highly Satisfied Satisfaction level. Satisfied Highly dissatisfied Total Count % of Total Count % of Total Count % of Total Count % of Total 9 52.90% 7 41.20% 1 5.90% 16 94.10% 1 5.90% No Total 9 52.90% 7 41.20% 1 5.90% 17 100.00%

In the case of Customers overall satisfaction and satisfaction coverage and durability, out of 100 %, customer 52.9 % of the customers said yes and they are highly satisfied with the coverage and durability of Color Bank product. On the other hand we observe that 41.2 % of the customers are satisfied with the coverage and durability of Color Bank product is high. We also observe that 5.9 % said no and they are highly dissatisfied with the coverage and durability of Color Bank product is high. Thus according to them, as the durability and coverage is high, they say that Color Bank products are cost effective.

Table 9: Cross tabulation table for Customer satisfaction level & satisfaction on the finishing of the painting job
After the painting job is fully done, did it meet your expectation Highly Satisfied Highly Satisfied Satisfaction level. Count % of Total Count Satisfied % of Total Count % of Total Count Total % of Total 7 35.00% 11 55.00% 5 25.00% 2 10.00% Satisfied 4 20.00% 7 35.00% 1 5.00% 1 5.00% Highly dissatisfied

Highly dissatisfied

In the case of Customers overall satisfaction and satisfaction on the finishing of the painting job, out of 100 %, customer 25 % highly satisfied customers are highly satisfied with the overall painting job. 20% highly satisfied customers are satisfied with the overall painting job. We can also see that 5% dissatisfied customers are also

dissatisfied with the overall painting job. So we can assume that finishing of painting has a considerable effect on customer satisfaction.

3.2.3 Summary of findings The clients think that prices should be less. Berger should have a contract package (paint product, manpower) Some Color Bank users who have also used Berger illusions have mentioned that Home Dcor need to maintain their time. Some has mentioned that at times, due to unavailability of bases at the dealers outlet, they have to wait a long time (7-10 days) before getting their desired shades. According to one client, desired color did not match the actual color. After the painting job, the color was darker. Mrs. Mahfuz suggested that the chemical composition of the paint product is not environment friendly. That is why she thinks that there is sogginess in the wall even after a proper surface preparation. The advertisements should be more informative. Basically infomercial would be better. They require information regarding the functionality of the product (bases structure, feature, manufacturing process) They require a hotline customer care service. The existing Home Dcor online consultant is not reachable at all times. They would prefer something like the Grameen Phone customer care call-center where they can call 24/7 for complete paint solutions. Customers want the outlet to be more presentable.

They require more shades, shades in between the existing shades. Provide gift hampers to valued customers. Some elite respondents from the Gulshan, Banani area expressed such a desire. They say that Berger could be doing niche marketing and target certain group of clients and give them decorative gift hampers.

Include weekend leaflets in more magazines. They require shade cards. The dealers outlet that they visit does not usually provide them with shade cards. (details of customers visits to dealers outlet)

3.3 ARCHITECTS
Satisfaction Information Berger Dealers Job-Taking Dealer Berger Product Quality Durability Shades of color Finish & Feel Satisfied Dissatisfied

Table 10: Overall view of Architects viewpoint of Color Bank

The table above depicts the overall summarized satisfaction of architects. Satisfaction in information means whether or not the architects are receiving proper information from Berger and Dealers regarding Color Bank, and after receiving, whether

or not they are satisfied with the information. Satisfaction in job-taking means that whether or not Berger or Dealer outlets are properly handling orders for paint. Their efficiency in handling order determines the satisfaction of Architects. Satisfaction in product means whether or not Architects are satisfied with the product quality, durability, shades of color, finish and feel.

3.3.1 Findings and analysis Satisfaction regarding information

Source of information
Frequency Percent Valid Percent

PR from BP - A TV Ads - D Other - E A+B+C+D A+B A+D Total Total

12 3 2 1 1 1 20 21

57.1 14.3 9.5 4.8 4.8 4.8 95.2 100

60 15 10 5

Here,
5 5 100

A = PR from Berger B = Dealer C = Painters D = TV ads E = Others (relatives, friend, magazines)

Here we try to find out the way they learn about Color Bank. The above table depicts that 60% know from the PR from Berger Paints, 15% knows from the TV ads,

rest of the 5% client knew from Painters, relatives, friend, magazines. The table below shows whether the source of information was adequate.

Whether source of information was sufficient

Frequency Percent Valid Percent 85 10 5 100

Yes - A A+C B+C Total Total

17 2 1 20 21

81 9.5 4.8 95.2 100

Here we try to find out whether the Architects get idea about the Color Bank manufacturing process at the first glimpse of knowledge. The above table represent that 85% Architects knew earlier at their first glimpse.

Satisfaction in Job-taking Complain received by Berger employees

Frequency Yes No Others Total Total 14 5 1 20 21 Percent 66.7 23.8 4.8 95.2 100 Valid Percent 70 25 5 100

Complain recieved by Berger

80

60

40

20

Percent

0 Yes No Others

Here we find that about 70% of the Architects are satisfied with the service of Color Bank and 25% are not satisfied with the service. Here others mean: They usually dont complain as the quality is up to the mark and they dont have any problem with the product. Sometimes Berger is not cooperative, so they dont bother complaining. Even after they complained, Berger takes too much time to reply. For instance, one such architect said that he ordered Weathercoat, and they took 7-10 days to reply. Relation between Berger and Architects
Frequency Yes - Highly Satisfied Yes Satisfied Yes Indifferent Yes Dissatisfied No Total 6 7 6 1 1 21 Percent 28.6 33.3 28.6 4.8 4.8 100 Valid Percent 28.6 33.3 28.6 4.8 4.8 100

Relation between Berger and Architects

No Dissatisfied Indiffernt

Highly Satisfied

Satisfied

Figure 12: Berger and professionals relation

From the above graph, we find that majority of the architects are satisfied with the level of services received from Berger Paints regarding Color Bank. Berger is maintaining good Public Relations with all but few of the architects, which proves to be an added effort in a good level of satisfaction from the architects end. Architects say that they are satisfied with the way dealers and Berger carry out the job taking. The only thing that majority of the architects mentioned was that service could be made prompter.

Satisfaction regarding product

Color Bank system gives desired color

Frequency Yes - A No - B A+C B+C Total 15 2 3 1 21 Percent 71.4 9.5 14.3 4.8 100 Valid Percent 71.4 9.5 14.3 4.8 100

Color Bank gives desired color

B+C A +C No - B

Yes - A

Figure 13: Color Bank gives desired shade

Here we find that 71.4% of the Architects told that Color Bank gives desired color and 14.3% told that Color Bank gives desired color but some times the color varies. Thus we can say that satisfaction regarding shades of color is high.

Durability and coverage of Berger CB compared to others

Frequency Very High High No difference Total 7 10 4 21 Percent 33.3 47.6 19 100 Valid Percent 33.3 47.6 19 100

Figure 14: Durability of Color Bank products

Here we find that 47.6% told that coverage of Color Bank product is high and 33.3% told that coverage is very high, 10% told that there is no difference between Color Bank and others color. On average, we can draw a conclusion that architects are satisfied with the product durability and coverage.

Color Bank cost effective or not

Frequency Yes No Total Total 17 3 20 21 Percent 81 14.3 95.2 100 Valid Percent 85 15 100

Color bank cost effective or not

No

Yes

Figure 15: Cost effectiveness of Color Bank

Here we find that 81% told that use of Color Bank products are cost effective and 14.3% told that use of Color Bank products is not cost effective. Cost effectiveness comes from durability. We tried to find out whether architects think that although the prices of Color Bank product may be higher than regular product, in the long run it becomes cost effective as the durability and coverage is more that other products.

3.3.2 Cross tabulation Table 11: Cross tabulation table for Architects satisfaction level & satisfaction on the Color Bank shades
CB system give desired color Yes - A Yes - 90% to 100% Yes - 80% to 89% Yes - 70% to 79% Count % of Total Count % of Total Count % of Total Count No % of Total Count Total % of Total 5 25.00% 6 30.00% 2 10.00% 1 5.00% 14 70.00% 1 5.00% 1 5.00% 2 10.00% 1 5.00% 3 15.00% 1 5.00% No - B A+C 2 10.00% B+C 1 5.00% 8 40.00% 6 30.00% 3 15.00% 3 15.00% 20 100.00% Total

Overall product and service satisfy your expectation about CB

In the case of Architects, overall satisfaction and satisfaction with Color Bank shades: 25 % of the Architects said that Color Bank gives desired color with (90-100) % satisfaction level. 10% of the customer told that Color Bank gives desired color but some times color varies. 30% customer told that Color Bank gives desired color with (80-89)% satisfaction level. On the other hand we observe that 5% told that they are not satisfied with the Color Bank shades.

According to them: Some times Colors vary. Colors sometimes do not match with the shades card. They told that Ash variations are there but not up to the mark. Mauve, Pitch, and brown colors are not up to the mark. IT- 135, &IT-301 doesnt match with the shade card. In Weather Coat Yellow color is not up to the mark.

Table 12: Cross tabulation table for Architects satisfaction level on CB product & service and their satisfaction about Berger PR if product quality is not up to the mark
Your complaint received by the employees if quality is not up to the mark Yes Yes - 90% to 100% Yes - 80% to 89% Yes - 70% to 79% Count % of Total Count % of Total Count % of Total Count No % of Total Count Total % of Total 14 73.70% 7 36.80% 4 21.10% 3 15.80% 2 10.50% 4 21.10% 1 5.30% 1 5.30% No 1 5.30% 1 5.30% Others 8 42.10% 5 26.30% 3 15.80% 3 15.80% 19 100.00% Total

Overall product and service satisfy your expectation about CB

In the case of Architects satisfaction and satisfaction with Color Bank shades: 36.8 % of the Architects said that service of Berger employees are satisfactory with (90100) %satisfaction level. 21.1% said that service of Berger employees are with (80-89) %

satisfactory level. 15.8 % are satisfied with the service of Berger employees with (70-79) % satisfaction level. On the other hand we observe that 10 % told that they not satisfied with the service of Berger employees. And 5% Architect told that The service should more prompt. They do not tell them about the products attributes properly.

3.3.3 Summary of findings Dealers need to clean the tinting machine nozzle They do not usually get the shade cards. Berger should inform them about their new features and functionality. Berger should have frequent get-together with architects, like every 2 months (educating them about surface preparation, product features, functionality and product attributes) On new surface, architects say that they cannot use Luxury Silk. They prefer Elite paint. There is a product color mismatch if the same shade is repurchased. One such architect mentioned that 80% of the shades in Color Bank is unusable and shocking. He says he could not find Mouve, peach, and dusty color shades at the Dealer outlet. Most of the architects were not aware of the fact that Color Bank options can be purchased at a regular price if the shade is ordered as a regular product. Concrete grey is not available in the market Said by Ar. Bulbul. And the IT135 does not match with the shade card.

They require quarter litre to half liter sample, or a equivalent of painting a 1 square feet by 1 square feet sample size.

They should open outlets outside Dhaka, specially Sylhet. Ar Annie happy with the product quality of Plastic Emulsion. Majority were happy with the product quality, and the PR communication of Dhaka Sales, Pro Link Manager.

SPD and Weathercoat have very little color variation. They feel that price should be less.

3.4 DEVELOPERS
3.4.1 General Analysis Overall satisfaction on Product and service

Color Bank product & service satisfy your expectation

Valid Percent 16.7 83.3 100

Hi satisfy Satisfy Total

Frequency 1 5 6

Percent 16.7 83.3 100

Above table represent that 83.3% Developers are satisfied with Color Bank and their satisfaction level is 16.7% are highly satisfied with Color Bank product services.

Developer inspiration to deal with CB

Frequency Variety of color-A ABCD Others Total 3 2 1 6 Percent 50 33.3 16.7 100 Valid Percent 50 33.3 16.7 100

Berger Paints Bangladesh has introduce a new era in the painting world .As the market is dynamic and very much unique so consumers are very much attract by Color Bank option as they can get any desired color within 5 minute. Here we try to find out the factors that inspire the dealer to deal with Color Bank. Here, ABCD = Variety of Color, Quality, Reputation, Demand. Others = It includes profitable, uniqueness, availability. From the above chart we find that 50% of the total respondents are attracted by Variety of Color. 33% are attracted by the Variety of Color, Quality, and Reputation of Color Bank option. 16.7% are attracted by uniqueness, availability of shades.

Berger keep good relation with you

Frequency Hi satisfy Satisfy Indifferent Total 1 4 1 6 Percent 16.7 66.7 16.7 100 Valid Percent 16.7 66.7 16.7 100

The above table mentions that 16.7% of the developer are highly satisfied with Bergers service, 66.7% are satisfied with service.

Discussion on Developers findings

Reason variety of color-A ABCD others % of satisfaction 50 33.3 16.7

Inspiration for dealing Do you generally specify CB shades Availability of Color Bank shades Factors that satisfied dealer Service of Berger PR is satisfactory CB system give desired color

Yes No For Color Bank base is very much important. variety of color-A demand-B ABCD others Yes No Yes No

66.7 33.3

90 20 20 40 20 83.3 16.7 83.3 16.7

Table 13 Developers Satisfaction regarding Information

The above table represents the real picture of Developers satisfaction regarding information that they get from Berger Color Bank. Here we mainly try to find out the factors that satisfied Developers expectation about Color Bank and the information that is also beneficial for Berger Paints. We find that Developers are satisfied enough.

CB product & service satisfy

Reason Hi satisfy satisfy

% of satisfaction 16.7 83.3

ur expectation Berger keep good relation with you Berger receive ur complain against quality Hi satisfy satisfy indifferent Yes No 16.7 66.7 16.7 83.3 16.7

Table 14 Developers evaluation about Berger Color Bank service

From the above table we try to illustrate Developers evaluation about Berger Color Bank service. Here we find that Developers are satisfied with the overall service of Color Bank.
Reason Durability & coverage of CB is better than others Use of CB is cost effective CB price compare to other is CB price is higher than RP why CB is preferable very high high no difference Yes other V high high no difference variety shades-A demand-B quality-C ABCD % of satisfaction 16.7 66.7 16.7 83.3 16.7 16.7 66.7 16.7 40 20 20 20

Table 15: Developers satisfaction regarding product evaluation From the above table we try to illustrate Developers satisfaction regarding product evaluation (durability, coverage, shade availability etc). Here we find that Developers are satisfied with the overall service of Color Bank. Critical analysis on Developer

Table 16: Cross tabulation table for Developers satisfaction level on CB product & service and Developers Inspiration about Color Bank.
Developer inspiration to deal with CB variety of color-A Hi satisfy Count % of Total Count satisfy % of Total Count Total % of Total 1 16.70% 2 33.30% 3 50.00% 2 33.30% 2 33.30% 1 16.70% 1 16.70% Total ABCD others 1 16.70% 5 83.30% 6 100.00%

Rank your satisfaction level

In the case of Developers inspiration and Developers satisfaction: here we can find that 16.7% of the developers are highly satisfied with the variety of color of Color Bank option. 33.3% of the developers are satisfied with the variety of color of Color Bank option, 33.3% of the developers are satisfied with the variety of color, Demand, Quality, Goodwill of Color Bank option. So we can find that out of 100% developer 83.3 % of the developers are satisfied with variety of color, Demand, Quality, Goodwill of Color Bank Product and service.

Table 17: Cross tabulation table for Developers satisfaction level on CB product & service and Developers satisfaction about Berger PR

Service of Berger PR is satisfactory yes Hi satisfy Count % of Total Count satisfy % of Total Count Total % of Total 1 16.70% 4 66.70% 5 83.30% 1 16.70% 1 16.70% no

Total

1 16.70% 5 83.30% 6 100.00%

Rank your satisfaction level

In the case of Developers satisfaction in Berger PR and Developers satisfaction with Color Bank product and service: 83.3 % of the developers are Satisfied with the service of Berger PR. On the other hand we observe that 16.7 % of the developers are Highly satisfied with the service of Berger PR.

Table 18: Cross tabulation table for Developers satisfaction level & satisfaction on the Color Bank shades
CB system give desired color yes Count Hi satisfy Rank your satisfaction level satisfy % of Total Count % of Total Count Total % of Total 1 16.70% 4 66.70% 5 83.30% 1 16.70% 1 16.70% others 1 16.70% 5 83.30% 6 100.00% Total

In the case of Developers satisfaction and Developers satisfaction with Color Bank product: 16.7 % of the developers are Highly satisfied with the Color Bank shades.

On the other hand we observe that 83.3 % of the developers are Satisfied with the Color Bank shades.

3.5 PAINTERS
All the painters are satisfied with the product quality and service of Berger Color Bank. There was some concern regarding the Berger Putty. They commented that the Berger Putty is too hard. Another comment was that they were unhappy with the product Luxury Silk of Color Bank. They say that they cannot use Luxury Silk Color Bank product on new surfaces. According to their experienced opinion, they say that after application, the paint peels off in two or three months. They feel that all customers are satisfied with the product and service of Color Bank. Customers want a variety of shades, and Color Bank is providing it. The painter usually recommended Berger Color Bank product based on their class segment of the customers. If the customers are from a upper class of upper middle class segment, they recommend Color Bank products. Otherwise, they recommend Berger regular products, or cheaper substitutes of other availing paint companies.

RECOMMENDATION

Berger Paints Color Bank has a huge demand in the market and the customers are very much satisfied with it. Berger Paints main motive is to increase the customers satisfaction level, like if the customers are 100% satisfied then Berger would like to increase the satisfaction level to 120%. The researchers broad objective for this research was to find the level of satisfaction of customers for Color Bank. The researcher also included the different influencing parties that affect the level of customer satisfaction. It is of common understanding that if dealers are satisfied, then there will be a positive force in attempting to influence and satisfy customers. Such can be said for the other influencing parties like the architects, developers, and painters.

Relationship with customers and dealers From the analysis and findings, we saw that 20% of the dealers are highly satisfied, and 70% of the dealers are satisfied with the overall product and service of Color Bank. Only 10% of the dealers are not satisfied with the service of Color Bank, as they believe that they are not receiving proper financial assistance. At the same time, dealers feel that 30% of the customers are highly satisfied and 70% of the customers are satisfied with Color Bank. The dealers think that the basic three reasons for the customers to be satisfied are capability of getting desired shade, huge variety of shade, and Color Bank is a new concept.

Relationship with customers and architects

According to architects, customers are not bothered with the type paint being used. 90% of the customers are not fully aware of the different functionality of the Color Bank. These 90% of the customers usually reside in the upper-class and upper middle class of the society. They are fully dependent on the architects. Thus the researchers recommendation to reach architects clientele is through architects. If architects are satisfied, then only they would recommend Berger instead of other paint brand in the market. In their opinion, their clients are fully satisfied with Berger Color Bank option. There has been no complaint from their customers end.

Relationship with customers and developers As the research sample frame was constricted to only 6 developers, the research analysis and findings show that the developers are satisfied.

Relationship with customers and painters Painters are fully satisfied with Berger Color Bank. The most common complain they have mentioned is that the quality of Luxury Silk is not up to the mark and that of the regular product is of better quality. However, their level of interaction with the customers is limited. This means that they are not proactive in recommending Berger Color Bank option. They recommend paint on the budget of the clients. If the client is from an upper-class segment, then they have no problem is recommending the Color Bank option. If the client has a fixed budget, then they recommend cheaper substitutes, and they often mix paint manually to get desired color. Customers overall satisfaction

95% of the customers are satisfied with the overall product and service of Color Bank. The breakdown of the satisfaction level is shown below. Satisfaction level 90% to 100% - 35% Satisfaction level 80% to 89 10% Satisfaction level 70% to 79% - 5% Satisfaction level 60% to 69 10% Satisfied 35%

The most common feedback of customers is as follows: The clients think that prices should be less. According to one client, desired color did not match the actual color. After the painting job, the color was darker. They require more shades, shades in between the existing shades. They require shade cards. The dealer outlet that they visit does not usually provide them with shade cards. They require hotline service.

Common factors Dealers need to improve their approach in selling the Color Bank option, for which Berger should give more emphasis towards the dealers. From our point of view Dealers play a vital role to attract consumer and they are the one who can convince people buying behavior. During our survey in (Asma dealer outlet) we find that a client ask for a good branded Color and he ask for

Color Bank option but the owner dont want to motivate them to buy Color Bank option. The dealers said that competitors helps them more in terms of financial assistance. Berger Paints is already in a good position and they successfully can keep good relation with the Dealers but their approach should be more dynamic and more prompt. Architect and customers alike do not usually get the shade cards. Architect and customers require quarter liter to half liter sample, or an equivalent of painting a 1 square feet sample size. Architect and customers feel that price should be less.

Recently, every business sector is becoming service oriented. Berger Paint has a well established product in the market and is enjoying a high market share. In such a scenario, Berger can now fully concentrate on providing a good service in the Color Bank sector to improve satisfaction level, create new customers, and retain existing customers. From the analysis, the researcher has realized that the main reason of Color Bank usage is its color variety. Asian Color World is similar in nature, but they only have six outlets in Dhaka, and have a shade range of 2000+. In both cases, Berger is well ahead of Asian Color World. The areas where Berger can focus are on its promotional campaigns, such as advertising and Public relations. This research extracted information regarding the technical knowledge of Color Bank users. They seem to be very knowledgeable

regarding Color Bank and are fully satisfied. But they seem to lack information regarding the different functionality feature of Color Bank products like coverage, opacity, durability and usage of bases. In such a scenario, Berger could launch infomercials where such specific areas are properly highlighted. The infomercials could take the same pattern as the TeleBrand infomercials. Some customers in Gulshan and Banani area suggested that they were really happy when Standard Chartered gave them gift items through a home delivery service. Such an act by Standard Chartered is considered as niche marketing where a target customer segment is highlighted for promotional offers. Berger could adopt a similar approach and target the upper-class segment of Gulshan and Banani, and give them gift items quarterly. Berger could also target few new customers of the same area and give them gift item. This would make customers feel special and the positive word of mouth, a factor of customer loyalty, can be achieved in the upper-class segment. The researcher however recommends that this should be done on a trial basis, for a year long period. If the outcome is not fruitful, Berger can always terminate the idea. Second, Berger Paints could buy color recognition software, with an attached color code reader. The nature of the software will be such that upon recognition, the percentage of colorants will be automatically identified. The percentage of colorants can then be fed into the Color Bank software, and the desired composition of shade will be produced by the mixture of either one of the three bases. Customers and especially architects still feel that there should be more shades in the Color Bank process. They require in between shades. Such software would increase the variety of shade Color Bank is offering, and at the same time keep customers more satisfied.

Third, dealers are always complaining that they are not receiving proper financial assistance. We have already established that dealers are a major party to influence customers to purchase Berger Color Bank products. If they are satisfied, then customers will be satisfied. The existing RPRS (Regular payment rebating scheme) of 40/10/3% and 60/15/2% could be reconstructed to 40/5/3% and 60/10/2%. Additionally, the ATAB (additional target achievement bonus) could be increased upon the assessment of dealers sales activity. A one year period should be used for proper evaluation of the dealers, whether or not they are making proper used of the improved financial benefits. Upon assessment of the dealers after one year, few inefficient dealers could be terminated of the new RPRS and ATAB. This would increase competition within the dealers, and thus increase productivity. Fourth, Color Bank could provide price discounts to few selected customers through different dealers outlet. The selection could be made on the basis of purchase history and frequency of purchase. And lastly, Dealers outlet should be more presentable and there should be enough room from where customer can easily choose color.

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Boulding, W, Kalra, A.,, Staelin, R., Zeithaml, V.A., 1993, "A dynamic process model of service quality: from expectations to behavioural intentions", Journal of Marketing Research, 30, 7-27.

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Olson, J.C, Dover, P, 1979, "Disconfirmation of consumer expectation through product trial", Journal of Applied Psychology, 64, 179-89. Olshavsky, R.W, Miller, J.A, 1972, "Consumer expectations, product performance and perceived product quality", Journal of Marketing Research, 9, 19-21.

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Website http://www.bergerbd.com

Appendix Research Questions

Questionnaire (Customers) Broad objective: To assess and find out whether the customers are satisfied (to what extent) with the product or services of Color Bank.

1. Are you a regular user of Berger Color Bank product? Yes / No. 2. Why did you go for Color Bank product? 3. How did you learn about Color Bank? Dealer. Painters. Architecture TV Commercial. Other.

4. Did the above mentioned source give you desired information? Yes No

5. In which way Berger Color Bank can satisfy your queries? 6. Does the process of Color Bank satisfy you? Yes No

7. Who did the purchase job? a. Yourself. b. Family. c. Painter. d. Architecture. e. Others 8. Who and what factors work behind your decision making?........................................

9. How did you take the price of Berger color Bank compare to other competitors is Very high. High. No difference. Low. Very low.

10. Color Bank product price are higher then regular product. Why did you go for Color Bank?

11. Are you satisfied with the Color Bank product quality? Why? Yes No

If yes then rank your satisfaction level Highly satisfied. Satisfied. Indifferent Dissatisfied. Highly Dissatisfied.

13. Berger Color Bank option is available in every store. Very close to the office/Home Close to the Office/home Far from the office/home Very far from home

14. After the painting job is fully done, did it meet your expectation? If yes , how much? If not, why? Yes (Highly Satisfied/ Satisfied) No (Dissatisfied/ Highly dissatisfied)

15. Dealer/ Home Dcor sales end are always willing to help you? Yes - prompt No - slow

16. Did you recommend Color Bank to others? Do they really purchase? Yes No

17. Dealers can provide the Color Bank product whenever you order. Yes No

18. Is your complaint well received by the Berger Color Bank employees if the color quality is not up to your expectation? Yes No

19. Surface preparation is very much important Yes No

20. Berger Color Bank can solve customer expectation properly and quickly. Yes No

21. Berger Color Bank provides you the relevant information regarding their services through advertisements or Home Dcor. Yes No

22. Coverage of Color Bank products (per liter) are satisfactory. Yes No

23. Charges and quality of Color Bank products are better than others. Yes / No

24. Durability of Berger Color Bank compared to others a. Very high b. High c. No difference. d. Low e. Very low. 25. As the durability of Berger Color Bank compared to others is more, so it is cost effective? (Yes/No) 26. In your opinion, is there any area that Berger Paint can improve them to operate even better in Color Bank. How? 27. Do the overall product and service satisfy your expectation about Color Banks? Why? a. Highly satisfied.. b. Satisfied.. c. Indifferent... d. Dissatisfied..... e. Highly dissatisfied.. 28. What is your overall evaluation and perception of Berger Color Bank.

Questionnaire (Dealer) Broad objective: To assess and find out whether the customers are satisfied (to what extent) with the product or services of Color Bank. 1. What inspires/encourages you to start dealing with Berger Color Bank products? 2. Are you a regular dealer of Berger Color Bank shades? a. Yes b. No 3. Why do you prefer to deal with Color Bank products instead of other products? 4. Are you satisfied with the services? a. Yes b. No 4a. If yes, please specify which particular area you are satisfied with. 4b. If no, please specify which particular area you are unsatisfied with. 5. What else do you require from the company? 6. What percentage of Color Bank sales contribute in the total sales? 7. Which product, regular or Color Bank is more profitable for you?

8. Color Bank product price are higher than regular product, why do you go for Color Bank products? 9. Which type of customer segments are targeted for Color Bank? a. Upper class b. Upper middle class c. Middle class d. Lower middle class 10. Are the customers aware of the Color Bank products? a. Yes b. No c. Others 10a. If not, which area do you think they are lacking? .... 11. Are you satisfied with the Color Bank manufacturing process? a. Yes b. No If no, comment on your answer 12. What do customers do when Berger Color bank option is not available at your store? 13. What factors helps you to retain your old Color Bank customers? 14. How do you entertain your new customers? 15. Are they usually knowledgeable about Color Bank. a. Yes b. No. If no, please specify...

15a. What do you do to make them more knowledgeable? 15b. Are they usually price conscious? a. Yes b. No. 15c. After the finishing of the overall painting, are the customers satisfied? a. Yes b. No If no, do they come with any complaint, please specify

16. Which is the most commonly purchased shade in Color Bank option? 17. Which is the most commonly purchased brand in Color Bank option? 18. Color Bank advertisement at a suitable location is very much important to attract a good number of people at a time. What is your opinion on it. 19. Berger Color bank cost compared to other competitors is a. Very high b. High c. No difference d. Low e. Very low 20. Does the Color Bank give desired color? a. Yes b. No c. Other 21. Color Bank shades can be provided when ever customers order. a. Yes b. No

22. Are employees in Berger Paints always willing to help you? a. Yes b. No. c. Others 23. If you sale Competitors brands along with Berger Color Bank shades, which brand will you recommend to the customer as an advice? Why? 24. Is your complaint well received by the Berger Color Bank employee if the color quality is not up to the mark? a. Yes b. No. c. Others 25a. What sort of assistance do you receive from Berger? 25b. Is the assistance better in Berger Color Bank that other competitors? a. Yes. b. No c. Others, please specify. 26. Surface preparation is very important for painting. a. Yes b. No. 26a. Do you recommend and instruct your customers about surface preparation? a.Yes b. No 27. Coverage of Color Bank products (per liter) are satisfactory than others. a. Yes b. No 28. Berger Paints always respond to your request for help. a. Yes prompt / slow b. No 29. Color Bank helps you reduce storage capacity. a. Yes b. No

30. Charges and quality of Color Bank shades are better than its competitors. a. Yes b. No c. Others, please specify. 31. Compare between regular and Color Bank products profit margin. a. Color Bank profit margin is more b. Regular product profit margin is more c. Cost of Color Bank product is more d. Cost of regular product is more 32. Do the overall product and service satisfy your expectation about Color Banks? Why? a. Highly satisfied.. b. Satisfied.. c. Indifferent... d. Dissatisfied..... e. Highly dissatisfied.. 33. In you opinion, do the overall product and service satisfy customer expectation about Color Banks? Why? a. Highly satisfied.. b. Satisfied.. c. Indifferent... d. Dissatisfied..... e. Highly dissatisfied.. 34. In your opinion, is there any area that Berger Paint can improve them to operate even better in Color Banks. How?

Questionnaire (Specifiers/Architects) 1. What inspires/encourages you to start specifying Color Bank products? 2. Do you generally specify Berger Color Bank shades? a. Yes b. No 3. What factors drove you to select Color Bank products instead of other products. 4. How did you learn about Color Bank? 5. Was the first glimpse of knowledge sufficient? If not, then how did you learn in details about Color Bank? 6. Are you satisfied with the services (communication, PR) a. Yes b. No... 7. Is your complaint well received by the Berger Color Bank representative if the color quality is not up to the mark? a. Yes b. No c. Others 8. Does Berger keep good relationship with you? a. Yes Highly Satisfied Satisfied Indifferent Dissatisfied Highly dissatisfied

b. No

9. Generally for which types of customers do you specify Color Bank products. a. Upper Class b. Upper middle class c. Middle Class d. Lower middle class 10. Are the customers aware of the Color Bank products? If not, which area do you think they are lacking. a. Yes b. No c. Others 11. What do you do to make them more aware? 12. Who influences more in specifying paint products? (keep in mind architects, user, buyer) 13. Are you informed about the painting job, if any, after the overall painting job. 14. Surface preparation is very much important for painting. a. Yes b. No. 15. Are the Color Bank customers price conscious? a. Yes b. No 16. Does the Color Bank system give desired color? a. Yes b. No c. Others

17. Durability and coverage of Berger Color Bank compared to others a. Very High b. High c. No difference d. Low e. Very low 18. The durability and coverage of Color Bank compared to other brands is more, so it is cost effective. Do you agree? a. Yes b. No 19. Berger Color Bank price compared to others is. a. Very High b. High c. No difference d. Low e. Very low 20. Color Bank product price are higher than regular product, why would the customers go for Color Bank? 21. In your opinion, is there any area where Berger Paints can improve them to offer a better product. 22. Do the overall product and service satisfy your expectation about Color Bank? Why? If not, please specify. 23. In your opinion, do the overall product and service satisfy customer expectation about Color Bank? Why? a. Highly Satisfied.. b. Satisfied.. c. Indifferent... d. Dissatisfied. f. Highly dissatisfied.

Questionnaire (Specifiers/Painters)

1. How did you learn about Color Bank? Dealer. Painters. Architecture TV Commercial. Other.

2. Was the first glimpse of knowledge sufficient? If not then how did you learn in details about Color Bank? 3. Does the Berger Color Bank product gives you satisfactory quality? a. Yes b. No 4. What was the satisfactory level regarding Color Bank? a. Highly satisfied b. Satisfied c. Indifferent d. Dissatisfied e. Highly dissatisfied. If not, why 5. In which area the product can be improved. 6. Does the customers have proper knowledge of the Color Bank products? a. Yes b. No c. Others 7. After the painting job is fully done, did it meet your expectation? If yes, how much? If no, why?

8. Are you satisfied with the overall painting quality? a. Yes b. No. 9. For painting different surface needs different preparation. a. Yes b. No 10. Improper surface preparation is the main cause for dissatisfaction regarding shades. 11. Did you recommend for Berger Color Bank products? Why? a. Yes.. b. No 12. Did they finally purchase? a. Yes b. No 13. Does the customers have any complaints against the shades after the painting job is done? If yes, how much? If not, Why? 14. How do you evaluate the price factor of Berger Color Bank products? a. Highly satisfactory b. Satisfactory c. Indifferent d. Not satisfactory 15. Berger Color Bank price compared to Asian Color World is a. Very high b. High c. No difference d. Low e. Very low. 16. Coverage (per litre) Berger Color Bank product is more than the competitor product. a. Yes b. No

17. In which area the product can be improved? What are these? 18. Durability of Berger Color Bank compared to others is a. Very high b. High c. No difference d. Low e. Very low 19. As the durability of Berger Color Bank compared to others is more, it is more cost effective. a. Yes.. b. No... 20. Do the overall product and service satisfy your expectation about Color Banks? Why? a. Highly satisfied.. b. Satisfied.. c. Indifferent... d. Dissatisfied..... e. Highly dissatisfied.. 21. In you opinion, do the overall product and service satisfy customer expectation about Color Banks? Why? a. Highly satisfied.. b. Satisfied.. c. Indifferent... d. Dissatisfied..... e. Highly dissatisfied..

Calculations

Frequency Table Painters

The way u learn about CB Frequency Percent Others E D+E Total The first glimpse of knowledge sufficient Frequency Percent Yes Berger CB gives u satisfactory quality Frequency Percent Yes UR satisfaction level regarding CB Frequency Percent Satisfied In which area the product can be improved Frequency Percent Valid Percent Cumulative Percent 4 100.0 Valid Percent 100.0 Cumulative Percent 100.0 4 100.0 Valid Percent 100.0 Cumulative Percent 100.0 4 100.0 Valid Percent 100.0 Cumulative Percent 100.0 3 1 4 75.0 25.0 100.0 Valid Percent 75.0 25.0 100.0 Cumulative Percent 75.0 100.0

Quality nothing B+C Total Customers have proper knowledge about CB

2 1 1 4

50.0 25.0 25.0 100.0

50.0 25.0 25.0 100.0

50.0 75.0 100.0

Frequency Percent Yes After painting job, it meet your expectation Frequency Percent Yes No Total Satisfied with the overall painting quality Frequency Percent Yes No Total Different surface needs different preparation. Frequency Percent Yes 4 100.0 3 1 4 75.0 25.0 100.0 3 1 4 75.0 25.0 100.0 4 100.0

Valid Percent 100.0

Cumulative Percent 100.0

Valid Percent 75.0 25.0 100.0

Cumulative Percent 75.0 100.0

Valid Percent 75.0 25.0 100.0

Cumulative Percent 75.0 100.0

Valid Percent 100.0

Cumulative Percent 100.0

Improper surface preparation causes Dissatisfaction on shades. Frequency Percent Yes No Total Did you recommend for CB Frequency Percent Yes Did they finally purchase Frequency Percent Yes Customers have any complain after painting job Frequency Percent Yes No Total Evaluate price factor of CB products Frequency Percent Valid Cumulative 1 3 4 25.0 75.0 100.0 Valid Percent 25.0 75.0 100.0 Cumulative Percent 25.0 100.0 4 100.0 Valid Percent 100.0 Cumulative Percent 100.0 4 100.0 Valid Percent 100.0 Cumulative Percent 100.0 1 3 4 25.0 75.0 100.0 Valid Percent 25.0 75.0 100.0 Cumulative Percent 25.0 100.0

Percent Satisfactory Not satisfactory Total CB price compared to Asian Color World is Frequency Percent No difference Coverage of CB is more than competitors Frequency Percent Yes In which area Berger can be improved Frequency Percent Nothing B+C Total Durability of CB compared to others is Frequency Percent No 2 50.0 Valid Percent 50.0 3 1 4 75.0 25.0 100.0 Valid Percent 75.0 25.0 100.0 4 100.0 Valid Percent 100.0 4 100.0 Valid Percent 100.0 3 1 4 75.0 25.0 100.0 75.0 25.0 100.0

Percent 75.0 100.0

Cumulative Percent 100.0

Cumulative Percent 100.0

Cumulative Percent 75.0 100.0

Cumulative Percent 50.0

difference Low Total Durability more, so it is cost effective? Frequency Percent Yes Overall product and service, and your expectation on CB Frequency Percent Satisfied Overall product and service satisfy customer expectation Frequency Percent Highly satisfied Satisfied Total 1 3 4 25.0 75.0 100.0 Valid Percent 25.0 75.0 100.0 Cumulative Percent 25.0 100.0 4 100.0 Valid Percent 100.0 Cumulative Percent 100.0 4 100.0 Valid Percent 100.0 Cumulative Percent 100.0 2 4 50.0 100.0 50.0 100.0 100.0

Customers

Are you a regular user of Berger Color Bank product? Frequency Percent Valid Percent Yes No Total 16 4 20 80.0 20.0 100.0 80.0 20.0 100.0

Factors that attract client to deal with Color Bank Frequency Percent Valid Percent Reputation - A Shade variety - B Quality C A+B+C B+C TV Ad Preference from Family Total Total 1 11 1 2 2 1 1 19 20 5.0 55.0 5.0 10.0 10.0 5.0 5.0 95.0 100.0 5.3 57.9 5.3 10.5 10.5 5.3 5.3 100.0

The way client learn about Color bank Frequency Percent Valid Percent TV - D Others - E D+E B+D C+D Total 10 1 7 1 1 20 50.0 5.0 35.0 5.0 5.0 100.0 50.0 5.0 35.0 5.0 5.0 100.0

Above mentioned source give you desired information Frequency Percent Valid Percent Yes No Total 16 4 20 80.0 20.0 100.0 80.0 20.0 100.0

In which way Berger CB can solve your queries Frequency Percent Valid Percent Don't need Functionality pf products Provide shade card Shade sample at outlets Total Total 5 1 2 1 9 20 25.0 5.0 10.0 5.0 45.0 100.0 55.6 11.1 22.2 11.1 100.0

Does the process of CB satisfy you Frequency Percent Valid Percent Yes No Total Total 18 1 19 20 90.0 5.0 95.0 100.0 94.7 5.3 100.0

Who did the purchase job Frequency Percent Valid Percent Valid Yourself Family Painter Others 11 7 1 1 55.0 35.0 5.0 5.0 55.0 35.0 5.0 5.0

Total

20

100.0

100.0

Who and what factors work behind your decision making Frequency Percent Valid Percent Shade Variety - A Quality - B A+B+C A+D A+B+E A+B+F A+G Exclusivity B+F Total Total 7 2 3 1 1 1 1 1 1 18 20 35.0 10.0 15.0 5.0 5.0 5.0 5.0 5.0 5.0 90.0 100.0 38.9 11.1 16.7 5.6 5.6 5.6 5.6 5.6 5.6 100.0

How do you take the price of Berger CB compared to other competitor is Frequency Percent Valid Percent Very High Valid High Indifferent Total 1 14 5 20 5.0 70.0 25.0 100.0 5.0 70.0 25.0 100.0

CB product are higher that regular product, why do you go for CB Frequency Percent Valid Percent New concept - A Quality - B Variety - C 1 2 14 5.0 10.0 70.0 5.3 10.5 73.7

B+D B+C Total Total

1 1 19 20

5.0 5.0 95.0 100.0

5.3 5.3 100.0

Are you satisfied with the CB products quality? Frequency Percent Valid Percent Yes No Total 19 1 20 95.0 5.0 100.0 95.0 5.0 100.0

If yes, then rank your satisfaction level Frequency Percent Valid Percent Highly Satisfied Satisfied Highly dissatisfied Total 9 10 1 20 45.0 50.0 5.0 100.0 45.0 50.0 5.0 100.0

Berger CB is available in every store Frequency Percent Valid Percent Very close to site 20 100.0 100.0

After the painting job is fully done, did it meet your expectation Frequency Percent Valid Percent Highly Satisfied Satisfied Highly dissatisfied Dissatisfied 7 11 1 1 35.0 55.0 5.0 5.0 35.0 55.0 5.0 5.0

Total

20

100.0

100.0

Dealer/Home Decor is always willing to help you Frequency Percent Valid Percent Yes Total 19 20 95.0 100.0 100.0

Did you recommend CB to others? Frequency Percent Valid Percent Yes No Total 19 1 20 95.0 5.0 100.0 95.0 5.0 100.0

Dealers can provide the CB product whenever you order Frequency Percent Valid Percent Yes No Total 19 1 20 95.0 5.0 100.0 95.0 5.0 100.0

If quality is not up to the mark, is your complain well received by CB employees Frequency Percent Valid Percent Yes Total 11 20 55.0 100.0 100.0

Surface preparation is very much important for painting. Frequency Percent Valid Percent Yes No 19 1 95.0 5.0 95.0 5.0

Total

20

100.0

100.0

Berger CB can solve customer expectation properly and quickly Frequency Percent Valid Percent Valid Missing Total Yes 14 6 20 70.0 30.0 100.0 100.0

Berger CB can provide relevant info regarding service through Ads or Home Dcor Frequency Percent Valid Percent Yes No Total 17 3 20 85.0 15.0 100.0 85.0 15.0 100.0

Coverage of CB products (per Litre) is satisfactory Frequency Percent Valid Percent Valid Yes Total 19 20 95.0 100.0 100.0

Charges and quality of CB products better than others Frequency Percent Valid Percent Yes No Total Total 18 1 19 20 90.0 5.0 95.0 100.0 94.7 5.3 100.0

Durability and coverage of Berger CB compared to others

Frequency Percent Valid Percent Very high High No difference Very low Total Total 3 13 1 1 18 20 15.0 65.0 5.0 5.0 90.0 100.0 16.7 72.2 5.6 5.6 100.0

The durability and coverage of CB compared to other brands is more, so is it cost effective Frequency Percent Valid Percent Yes No Total Total 16 1 17 20 80.0 5.0 85.0 100.0 94.1 5.9 100.0

Do the overall product and service satisfy your expectation about CB Frequency Percent Valid Percent Yes No Yes - 90% to 100% Yes - 80% to 89% Yes - 70% to 79% Yes - 60% to 69% Total 7 1 7 2 1 2 20 35.0 5.0 35.0 10.0 5.0 10.0 100.0 35.0 5.0 35.0 10.0 5.0 10.0 100.0

Your perception of Berger CB

Frequency Percent Valid Percent CB Quality Smart Unique Total 7 11 1 1 20 35.0 55.0 5.0 5.0 100.0 35.0 55.0 5.0 5.0 100.0

Architects
What inspires/encourages you to start using Berger CB products Frequency Percent Valid Percent Shade Variety - A Quality - B Reputation - C Demand - D A+B+C B+C C + Availability A+B A+C Others Total 9 1 1 1 3 1 1 1 1 2 21 42.9 4.8 4.8 4.8 14.3 4.8 4.8 4.8 4.8 9.5 100.0 42.9 4.8 4.8 4.8 14.3 4.8 4.8 4.8 4.8 9.5 100.0

Do you generally specify Berger CB shades Frequency Percent Valid Percent Yes No Total Total 17 3 20 21 81.0 14.3 95.2 100.0 85.0 15.0 100.0

What factors drove you to select CB products instead of other products Frequency Percent Valid Percent Variety - A Reputation - C Others - F 4 1 2 19.0 4.8 9.5 28.6 7.1 14.3

A+B+C C+F A+E B+F A+C Total Total

3 1 1 1 1 14 21

14.3 4.8 4.8 4.8 4.8 66.7 100.0

21.4 7.1 7.1 7.1 7.1 100.0

How did you learn about Berger CB Frequency Percent Valid Percent PR from BP - A TV Ads - D Other - E A+B+C+D A+B A+D Total Total 12 3 2 1 1 1 20 21 57.1 14.3 9.5 4.8 4.8 4.8 95.2 100.0 60.0 15.0 10.0 5.0 5.0 5.0 100.0

Was the first glimpse of knowledge sufficient? Frequency Percent Valid Percent Yes - A A+C B+C Total Total 17 2 1 20 21 81.0 9.5 4.8 95.2 100.0 85.0 10.0 5.0 100.0

Are you satisfied with the services? Frequency Percent Valid Percent Yes No Total 18 3 21 85.7 14.3 100.0 85.7 14.3 100.0

Is your complaint well received by the Berger representative if the color quality is not up to the mark Frequency Percent Valid Percent Yes No Others Total Total 14 5 1 20 21 66.7 23.8 4.8 95.2 100.0 70.0 25.0 5.0 100.0

Does Berger keep a good relation with you Frequency Percent Valid Percent Yes - Highly Satisfied Yes - Satisfied Yes - Indifferent Yes - Dissatisfied No Total 6 7 6 1 1 21 28.6 33.3 28.6 4.8 4.8 100.0 28.6 33.3 28.6 4.8 4.8 100.0

Generally for which type of customers do you specify CB products Frequency Percent Valid Percent Upper Class - A A+B 3 17 14.3 81.0 14.3 81.0

A+B+C Total

1 21

4.8 100.0

4.8 100.0

Are the customers aware of the CB products? Frequency Percent Valid Percent Yes - A No - B A+C Total Missing 9 Total 14 2 2 18 3 21 66.7 9.5 9.5 85.7 14.3 100.0 77.8 11.1 11.1 100.0

What do you do to make them more aware Frequency Percent Valid Percent Valid Inform Yourself Total 3 21 14.3 100.0 100.0

Who influences more in specifying paint products Frequency Percent Valid Percent Architects Others Total Total 7 2 9 21 33.3 9.5 42.9 100.0 77.8 22.2 100.0

Are you informed about the painting job, if any, after the overall painting job Frequency Percent Valid Percent Yes - A No - B 10 7 47.6 33.3 50.0 35.0

Others - C A+C B+C Total Total

1 1 1 20 21

4.8 4.8 4.8 95.2 100.0

5.0 5.0 5.0 100.0

Surface preparation is very much important for painting Frequency Percent Valid Percent Yes 21 100.0 100.0

Are the CB customers price conscious? Frequency Percent Valid Percent Yes No Total Total 14 6 20 21 66.7 28.6 95.2 100.0 70.0 30.0 100.0

Does the CB system give desired color Frequency Percent Valid Percent Yes - A No - B A+C B+C Total 15 2 3 1 21 71.4 9.5 14.3 4.8 100.0 71.4 9.5 14.3 4.8 100.0

Durability and coverage of Berger CB compared to others Frequency Percent Valid Percent Very High 7 33.3 33.3

High No difference Total

10 4 21

47.6 19.0 100.0

47.6 19.0 100.0

The durability and coverage of CB compared to other is more, so it is cost effective Frequency Percent Valid Percent Yes No Total Total 17 3 20 21 81.0 14.3 95.2 100.0 85.0 15.0 100.0

Berger CB price compared to others is Frequency Percent Valid Percent Very High High No difference Total Total 1 9 10 20 21 4.8 42.9 47.6 95.2 100.0 5.0 45.0 50.0 100.0

CB product price is higher than regular product, why would the customer go for CB products Frequency Percent Valid Percent Quality - A Shades - B Reputation - C Coverage - D Others - E A+B+C A+B+D 1 6 1 1 1 1 2 4.8 28.6 4.8 4.8 4.8 4.8 9.5 6.3 37.5 6.3 6.3 6.3 6.3 12.5

B+C B+D A+E Total Total

1 1 1 16 21

4.8 4.8 4.8 76.2 100.0

6.3 6.3 6.3 100.0

Do the overall product and service satisfy your expectation about CB Frequency Percent Valid Percent Yes - 90% to 100% Yes - 80% to 89% Yes - 70% to 79% No Total Total 8 6 3 3 20 21 38.1 28.6 14.3 14.3 95.2 100.0 40.0 30.0 15.0 15.0 100.0

In your opinion, do the overall product and service satisfy customer expectation about CB Frequency Percent Valid Percent Highly Satisfied Satisfied Indifferent Dissatisfied Total Total 4 13 2 1 20 21 19.0 61.9 9.5 4.8 95.2 100.0 20.0 65.0 10.0 5.0 100.0

Dealers
Are you satisfied with the service Frequency Percent Valid Percent Yes No Total 9 1 10 90.0 10.0 100.0 90.0 10.0 100.0

Dealers satisfaction on CB system Frequency Percent Valid Percent Yes No Total 9 1 10 90.0 10.0 100.0 100.0

Factors of CB that satisfied Dealer Frequency Percent Valid Percent Variety of color-A Market Demand-B Good will-C ABCD Total 1 5 1 3 10 10.0 50.0 10.0 30.0 100.0 10.0 50.0 10.0 30.0 100.0

Dealers inspiration to deal with CB Frequency Percent Valid Percent Variety of Color-A ABCD Others Total 2 4 4 10 20.0 40.0 40.0 100.0 20.0 40.0 40.0 100.0

Color Bank shades are always available in the outlet Frequency Percent Valid Percent

Yes No Total

9 1 10

90.0 10.0 100.0

100.0

Your complain is well received by Berger Frequency Percent Valid Percent Yes No Total 9 1 10 90.0 10.0 100.0 90.0 10.0 100.0

Is your complain well received by the Berger Color Bank employees, if color quality is not up to the mark? Frequency Percent Valid Percent Yes Others Total 9 1 10 90.0 10.0 100.0 90.0 10.0 100.0

Are you a regular user of Berger Color Bank products Frequency Percent Valid Percent yes 10 100.0 100.0

The financial benefit you require from Berger Frequency Percent Valid Percent Should give credit facility Should extend due date Others Total Total 2 3 3 8 10 20.0 30.0 30.0 80.0 100.0 22.2 33.3 33.3 100.0

Berger Color Bank assistance is better than competitors. Frequency Percent Valid Percent

Yes No Total Total

3 2 5 10

30.0 20.0 50.0 100.0

60.0 40.0 100.0

What % of color bank sales contributes to the total Profit? Frequency Percent Valid Percent Less than 60-70 70-80 80-90 Total Total 6 1 1 8 10 60.0 10.0 10.0 80.0 100.0 75.0 12.5 12.5 100.0

CB helps you reduce storage capacity Frequency Percent Valid Percent Yes Valid No Total 9 1 10 90.0 10.0 100.0 90.0 10.0 100.0

Which product, regular or color bank is more profitable Frequency Percent Valid Percent Regular Color Bank Others Total 2 6 2 10 20.0 60.0 20.0 100.0 20.0 60.0 20.0 100.0

Compare between regular and Color Bank products profit margin Frequency Percent Valid Percent CB profit is high RP profit is high Cost of CB is high 7 1 1 70.0 10.0 10.0 77.8 11.1 11.1

Total Total

9 10

90.0 100.0

100.0

Price of Color Bank is higher than others, why it is preferable Frequency Percent Valid Percent Variety of color-A Demand-B ABCD Others Total 2 4 1 3 10 20.0 40.0 10.0 30.0 100.0 20.0 40.0 10.0 30.0 100.0

Surface preparation is very much important for painting Frequency Percent Valid Percent Yes 10 100.0 100.0

Coverage of Color Bank products are satisfactory than others Frequency Percent Valid Percent Yes 10 100.0 100.0

Charges and quality of Color Bank shades are better than other Frequency Percent Valid Percent Yes No Others Total 7 2 1 10 70.0 20.0 10.0 100.0 70.0 20.0 10.0 100.0

The most commonly purchased shade in color bank products Frequency Percent Valid Percent Light color Deep color Others 2 2 6 20.0 20.0 60.0 20.0 20.0 60.0

Total

10

100.0

100.0

The most commonly purchased brand in color bank products Frequency Percent Valid Percent RPEC WSC Total Total 5 4 9 10 50.0 40.0 90.0 100.0 55.6 44.4 100.0

Color Bank advertisement at a suitable location is very much important to attract a good no of people Frequency Percent Valid Percent Yes Total 9 10 90.0 100.0 100.0

Color Bank gives desired color Frequency Percent Valid Percent Yes Valid Others Total 8 2 10 80.0 20.0 100.0 80.0 20.0 100.0

Which type of customer segments are targeted for Color Bank? Frequency Percent Valid Percent A and B 10 100.0 100.0

Customers awareness regarding Color Bank products Frequency Percent Valid Percent Yes No Other Total 7 1 2 10 70.0 10.0 20.0 100.0 70.0 10.0 20.0 100.0

What do customers do when Berger Color Bank option is not available at your store Frequency Percent Valid Percent They wait They dont wait Others Total 7 1 2 10 70.0 10.0 20.0 100.0 70.0 10.0 20.0 100.0

Customer do have knowledge on CB Frequency Percent Valid Percent Yes No Total 7 3 10 70.0 30.0 100.0 70.0 30.0 100.0

After the finishing of painting, are the customers satisfied Frequency Percent Valid Percent yes 10 100.0 100.0

Customer satisfaction regarding CB product & service Frequency Percent Valid Percent Hi Satisfy Satisfy Total 3 7 10 30.0 70.0 100.0 30.0 70.0 100.0

What factors helps you to retain your old customer Frequency Percent Valid Percent others Total 8 10 80.0 100.0 100.0

How do you retain your new customer Frequency Percent Valid Percent

others Total

9 10

90.0 100.0

100.0

What do you do make them more knowledgeable Frequency Percent Valid Percent Give them info Don't give idea Others Total Total 7 1 1 9 10 70.0 10.0 10.0 90.0 100.0 77.8 11.1 11.1 100.0

Surface preparation is instruct by you Frequency Percent Valid Percent yes no Total 5 5 10 50.0 50.0 100.0 50.0 50.0 100.0

If you sale Competitors brands along with Berger Color Bank shades, which brand will recommend Frequency Percent Valid Percent Berger Elite Others Total Total 2 4 3 9 10 20.0 40.0 30.0 90.0 100.0 22.2 44.4 33.3 100.0