PREFACE

As a Student of B.B.A. (Hons.) 16th Batch, the survey on customer satisfaction on Asian Paints has been provide to me by my department, under the guidance of Mr. Girbal Singh Lodhi. I conducted this work in Sagar City. It presents synoptic review the research methodology. Objective, limitations and suggestions regarding the existing product. A field survey was conducted with the help of questionnaire and personal interview in Sagar City. The main aim of this survey is to know about the level of customer satisfaction regarding Asian Paints in Sagar City. it also includes product utility. People behavior, Satisfaction, imagination, company policies and customer problems. This Survey is made to answer the expose above motioned topies through statistical representation, pie diagram and graphs.

SANTOSH SONI BBA II SEM. 16TH BATCH

ACKNOWLEDGEMENT
Preparing a project of this nature is an arduous task and I was fortunate enough to get support from a large number o persons. I wish to express my deep sense of gratitude to all those who generously helped in successful completion of this report by sharing their invaluable time and knowledge. It is my proud and previledge to express my deep regards to Respected HOD Prof. Y.S. Thakur , Head of Department, Mr. Girbal Singh Lodhi Department of Business Management , Dr. Hari Singh Gour Central University Sagar for allowing me to undertake this project. I feel extremely exhilarated to have completed this project under the able and inspiring guidance of Mr. Girbal Singh Lodhi she rendered me all possible help me guidance while reviewing the manuscript in finalizing the report. I also extend my deep regards to my teachers , family members , friends and all those whose encouragement has infused courage in me to complete to work successfully.

(SANTOSH SONI ) B.B.A II Semester

DELCLARATION BY THE CANDIDATE

Date : I declare that the project report titled " BERGER PAINTS" on Market Segmentation is nay own work conducted under the supervision of MR. BIRBAL SINGH LODHI Business Management Dr. Hari Singh Gour Central Department of Uniersity Sagar

To the best of my knowledge the report does not contain any work , which has been submitted for the award of any degree , anywhere.

(SANTOSH SONI) B.B.A II Semester

CERTIFICATE
The project report titled "BERGER PAINTS" been prepared by MR. SANTOSH SONI BBA II Semester , 16TH Batch under the guidance and supervision of MR. GIRBAL SINGH LODHI for the partial fulfillment of the Degree of B.B.A.

Signature of the Supervisor

Signature of the Head of the Department

Signature of the Examiner

CONTENTS
TOPIC 1. 2. 3. 4.
Preface Acknowledgement Declaration of the Candidate Certificate

TITLE

5. 6. 7. 8. 9.
10 11 12 13 14 15 16 17 18

Introduction of BERGER PAINTS History of BERGER PAINTS Scope of the Study Limitation of the Study Research Methodology Market Segmentation Company Comparison Data analysis & Interpretation Swot Analysis of BERGER PAINTS Findings Suggestions & Recommendation Conclusion Bibliography Questionnaires

EXECUTIVE SUMMARY

To maintain and cope up with the growing competition from the various Paint in company. Berger Paint needs to find potential customer, also the new customer and satisfy their needs The Broad objective of the project is to equip the trainees with all the quality which is essential to face any circumstances which can arise while providing service to the customer. This project will accomplish to understand how the company deal with customer and what are the problem faced by the paint industry and how to solve them. The project also helps in understanding the trend of marketing of paint.

All these steps help me to understand how to cope up with different types of problem which related with customer and there diversified need and satisfaction level.

COMPANY PROFILE OF BERGER PAINTS

Established in 17th December, 1923, the company then known as Hadfiled's (India) Limited; was a small paint company based in Kolkata having its only manufacturing facility at Howrah, West Bengal to produce ready mixed stiff paints, varnishes and distempers. Post independence, towards the end of 1947, British Paints (Holdings) Limited, U.K acquired Hadfield's (India) Limited and thus British Paints (India) Limited was incorporated. From a production capacity of 150 tonnes and sales turnover of around Rs. 25 lakhs in 1947, the company has come a long way to become at one point of time; a part of the worldwide BERGER group in 1983 and thereby acquiring its present name Berger Paints India Limited to having subsequently gone through further ups & downs as well as ownership changes to gain its present status wherein

the majority stake is with Delhi based Dhingra brothers and business revenue close to Rs.2000 crs. Today Berger Paints India Limited, having solely used and developed the name and trademark BERGER and all its variants in India, is a household name in paint. With Head Office in Kolkata the company manufactures and markets a range of decorative & industrial paint products under various product brands and has it operations spread throughout the length & breath of the country; with seven manufacturing facilities in India and more than 82 depots, several regional & area offices, besides four facilities overseas. It has a workforce of over 2300 employees and a countrywide distribution network of 12000 plus dealers. Berger Paints has clearly demonstrated its commitment to Indian consumers for over 85 years, by offering its varied range of high performing quality products backed by highest level of customer service. Company's high ethical standards in business dealings and its ongoing efforts in community welfare make Berger Paints India Limited a responsible corporate citizen. While the company's decorative and Industrial paints continue to gain an increasing market share, Berger as an organization has managed to achieve sustainable competitive advantage through innovations in all spear of business, desire to excel and by creating a winning culture & abiding faith in its values & philosophy among all its stakeholders. With Berger Paints you can now see your imagination of color unfurl in front of your eyes and watch your home come alive telling a thousand tales. Transform you home with the POWER OF IMAGINATION.

BERGER'S performance is anchored today in a wide variety of Decorative and Industrial paints which continue to gain an increasing share of the highly competitive Indian paint market. Being an ISO 9001 company its quality products have attained instant recognition, worldwide, and continues to meet quality requirements that are demanded today even in the domestic market. The Country's third largest paint manufacturer and the second largest decorative paint player, Berger is headquartered in Calcutta and services the market through a distribution network comprising of 75 stock points and 12,000+ paint retailers.

Berger is the second largest player in the domestic decorative paint industry and a dominant player in non automotive industrial segment. Currently 80% Bergers sales are contributed by decorative paint out of this 80% of

decorative paint 75% Sales come from the retail business and rest 25% from project. Berger is the major player in the mass market with brands like Rangoli, Bison, And with exterior paint segment Weather Coat.

VISION
We shall remain as the benchmark in the Paint industry by: Being an innovative and technology driven Company consistently delivering worldclass products ensuring best consumer satisfaction through continuous value added services provided by highly professional and committed team.

To build a global enterprises for the entire customer and a great future for the country. Turn the customer dream into reality with an unmatched range of product and services

MISSION
We shall increase our turnover by 100% in the next five years.

We shall remain socially committed ethical Company.

VALUES
Consumer Focus Excellence in Execution Proactive Innovation Changing as per customer requirement.

 TrustTrust

Integrity

GOAL

Nationwide presence.

HISTORY OF COMPANY
With an unmatched range of products and services, Berger Paints India Ltd is a leader in paints, offering its customers a variety of innovative painting solutions, be it decorative or industrial.

Whether it is home or office, shop or factory, interiors or exteriors, metal, wood, plastic or any other surface - Berger have a paint solution for it! With an ever-evolving profile and rich history, Berger Paints India Ltd. (an ISO 9001 Company) has come a long way in the highly competitive Indian paints industry. Today the names "Berger" and "Lewis Berger" are synonymous with color. Berger Paints continues to be inspired by the creation and innovation of Mr. Lewis Berger, who through his marvelous shades, had offered people a chance to transform their homes through the power of imagination. At Berger we believe in taking paints to the level of fine art. Enriched by the imagination of Lewis Berger since 1760. The history of BERGER PAINTS (INDIA) LIMITED is literally as colorful as the business it is in. This chapter will reveal the milestones in our history. Please click on the milestones in the picture below to travel through our past.

Consumer service:
House painting can be fun! It doesn't have to be the uncertain, costly, time consuming and hassling process you have endured for so long. Lewis Berger Home Painting takes the pain out of painting and is a complete painting service including professional help on which products are to be used, qualified and experienced painters and material delivery, clean up and supervision. All this is topped off with a warranty on the work done by us. Following services are provided to consumer

1. Home painting serviceThe common home painting problem which encounter to consumer ie.. Budgeting - the biggest stumbling block of them all! How much paint does customer need to buy? What about the primer, putty, finish and accessories? Figuring out what kind of surface preparation need for walls? This differs for previously painted surfaces and surfaces which have never been painted. Choosing the right color combination - whether starting from scratch or whether just choosing shades to match a favorite cushion or a painting, now need to be sure that customer got the perfect color combination. What colors will you pick for which room? Remember color can shrink a room or make it look larger. It can set the mood for your home.

How many painters will you need? Which contractor should you go through and where will you find a reliable man who will make sure that your painters will do the job on time? Who will back up the job quality? Who will shift your furniture and clean up after the job is over?.

Work of Berger Home Painting:

Customer get the benefit of experts dealing with each aspect of painting . The job starts with a free home visit to understand the scope of the job. An accurate estimate, provided by Lewis Berger Home Painting, is the foundation on which each painting job is undertaken. For shade selection, customer can use the services of our Color Consultant where available A Warranty is also provided to reassure customer on the quality of Berger paints and workmanship. From pre - painting guidance to material sourcing and delivery to post painting clean up, Home Dcor does everything. Budgeting / product selection / tackling defects / shifting furniture Specified time frame job completion and Complete satisfaction

2- Color BankLewis Berger Color Bank brings new generation paint technology and a brand new way to buy it. Choose from an astounding range of 5000+ shades - pale to deep, bright to subdued - freshly mixed for customer, in minutes right before your eyes. Innovative paint technology at its finest, Lewis Berger Color Bank is based on computerized paint technology. Formulated with the highest quality ingredients and superior eco-friendly UV resistant organic colorants, the shades are mixed in a state-of-the-art computerized machine that dispenses colorants with absolute accuracy to base paints. A thorough shake in a gyroshaker ensures that the colorants are uniformly mixed to get the exact shade of customer choice. Lewis Berger Color Bank outlets are located countrywide. Lewis Berger currently has a network of over 2500 such counters. Drop in to the nearest you and experience the new way to shop for paints.

Cosmic from Lewis Berger Color Bank now gives the opportunity to paint customers home, Feng Shui style. Feng Shui is the Chinese practice of living in harmony with nature. The elements of nature, which govern life, can be activated through specific colours. Attracting good things like fame, fortune, knowledge, and success and more in your life. The octagon shown inside indicates the designated position and significance of each elements and colours that activate them. According to the Feng shui, colors are great source of help in improving one's own life. Red spells fame in your life. It stands for recognition and longevity. Yellow is the color of marriage and good relationship. It also signifies good health. White represents prosperity of children. It is considered to be the colour of purit and innocence. Grey spells travel and foreign trade. It also symbolizes helpful friends. Black spells success in business/ career. It represents money and confers power. Blue/Turquoise signifies knowledge and scholarly success. It activates inner peace and spiritual understanding. Green is the colour of growth, one that promotes good health, peace and tranquility in your family life.

Product
The paint products by Berger Paints India include:

INTERIOR WALLS PAINTS COATINGS

Luxol Silk Luxury Premium Emulsion Rangoli Easy Clean Emulsion Rangoli Super Acrylic Emulsion Bison Super Emulsion

Bison Acrylic Distemper

EXTERIOR WALLS COATINGS

Weathercoat Long Life Weathercoat Smooth 100% Acrylic Emulsion Weathercoat Textured Exterior Emulsion Walmasta Antifungal Exterior Emulsion Durocem Extra Waterproof Cement Coatings

Wood Finish Coatings

Wood keeper PU Clear Wood keeper Melamine

Code of conduct of Berger:

This Code is applicable to all Directors and employees of the Company. This is in addition to the code framed under SEBI (Prohibition of Insider Trading Regulations), 1992 and all other applicable policies, procedures as well as the existing rules and regulations applicable to the Company. This Code applies to all places where the Company's business is conducted. The Company expects all Directors, employees, agents and contractors to take steps for furthering safety and welfare of citizens and for ensuring a cooperative, efficient, positive, harmonious and productive work environment. Those who neglect or willfully breach this Code may be subject to corrective action, which may include termination. The Directors and employees of the Company shall be fully committed to enhancing shareholder value and net worth. Every member of the Board and employees shall take adequate steps and measures that would have been taken by a man of ordinary prudence towards achieving this objective The Directors and employees shall not accept any gift, hospitality or material benefits from any agent/contractors/vendors or other parties with whom the Company has a business relationship. Gifts customarily given on special occasions like New Year, Diwali, Pujas, Christmas, etc., not

expensive in value or distributed generally and openly at ceremonies and a business lunch or dinner shall not come under purview of this Clause. Participation by employees in general customer meets, seminars, conferences organized by business partners under an open invitation will also not fall under the purview of this clause Directors and employees shall function so as to ensure that the Company preserves its reputation in the market, supplies quality products and valued services to the customers, both internal and external, and will continuously work towards enhancement of the Company's goodwill.

SCOPE OF THE STUDY

TITLE OF THE PROJECT To Study of Distribution Channel and Comparison Between Its Peers Group For Berger Paint OBJECTIVE OF STUDY

Primary Objective:

To gain the knowledge about distribution channel. To find the customer satisfaction level related to companies

different services. Secondary Objective: To find the customer preference Customer response related to To get the suggestion existing products regarding the facility

provided by the company. services which provided by the the customer services to about make the the company. from and companys

improvement .. Paint. To get the exposure of the day to day functioning of Berger

Review of Literature
Emulsions are the better, water soluble paints you can use for interiors as well as

exteriors in your home. Recently I tried my hands-on with Berger's Bison Interior wall emulsion. Having no experience in wall painting, except that I watched the painters

painting the walls on a few occasions. Color Bank from Berger Paints When I approached the nearby paint store to pickup a shade that closely matching my home's interior, they offered me to select a shade from the Berger paint's Color Bank palette. As you might have guessed, Color Bank is Berger's on-demand custom paint producing service. Unlike Asian Paint's Color World which has a automated machine, Berger uses a manual machine which requires an operator to manually set the color settings on the 17 base color cylinders. The chosen palette is fed into the computer and the computer displays the ratio of paints to be added from the 17 base colors. According to the mixing ratio, the operator sets the settings and fills up the base paint can. I chose the Berger's Bison Emulsion base which costs Rs.120 per 900ml . The shade I chose is - 21401P, which cost Rs 4.75 and the total cost was Rs.124.75 per litre avg Emaulsion spread & Painting The manufacturer suggests that Bison Emulsion can be diluted upto 50% with potable water. Now, for my case the math would be 920ml of emulsion + 500 ml of water, yielding 1420 ml of Emulsion. The spread yield was mentioned at 50 sq.ft per litre. I planned to apply the emulsion directly on the wall,without removing or scraping the existing coat. I tested the color in a small patch first. Unfortunately 21401P came out to be a non-matching color over the existing shade. 21401P was brighter with a "cream color" shade, where as the old existing one was dull on a neutral "cream" color. I require a long way to go to deal with real paints and colors! The first square patch, roughly 3ft x 3ft turned out to be a spread of horizontal lines with un-even density of color coat. It took nearly an hour to dry on the top level. After that I painted the 3x3 patch again and checked it later. The results were satisfactory, but then the professional touch or result wsa not there. Suddenly I remembered that a painter whom I watched long ago, splashed water on the wall and then when the dampness was about to dry, he started painting.

So I brushed the wall with water for another 3x3 ft square and waited till it was 80% dry. Then I applied the Berger Emulsion two times. After a few hours, the coat became dry and the results were stunning. No visible color patches. Everything was even. :-) Followed the same principle and completed the whole project. The results were satisfactory and my wife appreciated the color and finishing. From what I found in the internet, it seems that brushing the emulsion (after drying) with water again will give a bit more finishing touch. Also two coats are required. One coat in a horizontal stroke fashion, and another in a vertical stroke fashion. Wet the surface before and after the coat. Ensure you wet the surface only when the new emulsion has dried. And yes, as per the manufacturer claim, the 1400 ml of emulsion is sufficient for 50 sq.ft of space. Dilute it more, and the results are not satisfactory.

Distribution Channels

Channel management is the core of the Physical Distribution and Channel Decisions are critical in Marketing Management.

Definition:

 Any organization or individuals who participate in the flow of goods and services as they move from producer to an ultimate user ( consumer or industrial Marketing channels refer to an organized network of interconnected organizations and agencies involved in the process of making a product or service available to consumers.

Channel Management
Need > Every manufacturer needs to reach to customers in the market by either ways. Options to reach the Customer are as under :Manufacturer. / Producer Wholesaler Retailer Customer [ Indirect Marketing Concept ]

Selection CriteriaAfter developing that selection criterion, you're going to want to develop a questionnaire or an interviewing guide, if you will, and process and steps to gather the information that you need from those channel partners in order to match that information against a selection criteria that you've established. Then, of course, from there, after you've gone through the due diligence process, gathered their performance history, understood their sales organization, looked at how

much they're selling for each of their principal vendors and understood who their customers are and why they win against their competition, you're going to want to go into the process of actually negotiating an agreement.

Performance of Channel PartnersIn every business process, wherever channel partners are exists; certain functions needs to be performed by the Principal (usually Mfgr. ) as well as Channel partner.

Functions of Principals
Supply quality products; Build the brand and keep it a winner; Regular, adequate and prompt supply of the product; Effective servicing; Advertising and sales promotion support.

Function of Channel Partners

help establish the brand in the market; help achieve the sales targets; provide adequate shelf space and merchandising support; provide service to customers; make prompt payments; maintain fair trade practices; provide winning store image; assist in promoting the product. To achieve expected / better performance from Channel partners, elements of motivation needs to be incorporated as under: The trade margins Special incentives Harmonious relations Effective communication

Criteria for Performance Appraisal

Market share Sales intensity Storage space provided Inventory holding support Standard of service provided to customers Enlistment of new accounts Market intelligence support Promotion support Prompt payment of invoices Maintenance of business records

Functions of Channels
Facilitation: Bringing buyer and seller to close the deal ( transfer of title and ownership ) Information: Information about product / services to customers. Promotion : Products / services ( changeover from earlier product and brand building of new one ) Negotiation: With customer on behalf of producers regarding price, delivery terms etc. Holding inventory and sharing risk: holding and risk cost. Finance: to reduce burden of manufacturer by way of keeping Security Deposit, Guarantee etc. Providing pre-sale and post-sale services: as producers cannot reach to the customers. Warehousing and transportation: stocking, sorting, break bulk, pkg. & dispatch to members down the channel. Market feedback and intelligence: product performance, trend, change in habits / fashion / behavior of customer i.e. Demography.

Exclusive Channel: Product / service sale of only one manufacturer / producer

showroom / outlet / franchisees.

Selective Channel: product / service sale of different brands / products but in limited
places / locations branded garments / apparels.

Intensive / Retail Channel: product / service sale of FMCG / Consumer goods wider
mkt. coverage.

Channel Structure
The manufacturers can use direct, one or multiple channels to reach to their customers. Channels come in all shapes and sizes and can vary from company to company.

Direct Marketing Techniques

Catalogue Company Show-room Catalogue Company Showroom Door-to-Door Online / Internet Tele shopping / Tele marketing Direct mailing Automatic Vending Machines.

Types of Marketing Intermediates

Sole-Selling Agents, Marketer, C & F Agents, Redistribution stockiest, Stockiest / Distributor / Wholesaler, Semi-Wholesaler, Retailer / Dealer, Broker, Franchisees, Authorized Representatives, Commission Agents, Jobbers.

Objectives of a Firm from Channels

Effective coverage of the target market. Efficient and cost-effective distribution. Ensuring that customers incur minimum exertion in procuring the product. Helping the firm to carry on manufacturing uninterrupted, confident that the channels will take care of sales. Partnering the firm in financing and sub-distribution tasks.

Unconventional Channels
We are fully acquainted with conventional / traditional channels i.e.

Manufacturer > Distributor > Wholesaler > Retailer > Shop-Keeper > Customer
Extent of channel-partners varies from products-to-products and organization to organization. Since last 5 years, it has been observed that, many organizations prefers to have contact with customers directly instead of through channel-partners. These channels are referred as Direct Marketing Channels or Unconventional Channels.

Benefits
Supports accurate segmentation and sharper targeting of the market formulation of more fine-tuned marketing strategies. Establishing relationship with the customers due to closer contact which results into retention of the same-creation of competitive advantage. Cost-effective due to elimination of costs associated with channels, advertising- does not involve marketing channels / stores, advertising / mass promotion. Facilitates special attention to large accounts-every firm does not have equal weightage of customers ( Paretos Law of 20:80 > 20% customers contribute 80% of revenue either of entire business or selective product ) : helps to pay due attention to customers who give the major chunk of the business.

Helps the customers also-shopping at doorstep, saves time, convenient and hassle-free, educating themselves about new products/brands-applicable to industrial consumers also.

Channel innovation that has grown in popularity; One manufacture distributes product by utilizing another companys distribution channel; Requires that the combined product lines be complementary and appeal to the same customer.

Establishing Channels

Direct involvement: the company establishes its own sales force or operates its own retail stores; Indirect involvement: the company utilizes independent agents, distributors, and/or wholesalers; Channel strategy must fit the companys competitive position and marketing objectives within each national market.

Working with Channel Intermediaries

Select distributors dont let them select you; Look for distributors capable of developing markets, rather than those with a few good customer contacts; Treat local distributors as long-term partners, not temporary market-entry vehicles; Support market entry by committing money, managers, and proven marketing ideas; From the start, maintain control over marketing strategy;

COMPANY COMPARISON
Following company is competing with Berger paint: Asian Paints
Asian paint is the one of the main competitor of the Berger paint. Today Asian Paints is India's leading paint company. The name Asian Paints itself is used as a synonym to home painting

solutions. In Asia, Asian Paints holds the third position and it industrial use paints like automotives, aviation, and water based etc.

is only going to get

higher. Asian Paints India manufactures interior and exterior home paints, paints for offices,

Asian Paints have applied a key marketing strategy, flooding the leading media channels with their ads and marketing campaigns. Asian Paints have left the competitor brands way behind in not just the market share but also the recognition factor. INTERIOR WALLS PAINTS:

Asian Paints Premium Emulsion Asian Paints Interior Walls Finish - Luster Or Matt Tractor Emulsion Smooth Wall Finish Tractor Acrylic Or Synthetic Distempers Utsav Acrylic Distemper Utsav Distemper

EXTERIOR WALLS PAINTS:

Apex Apex Stretch Apex Ultima Apex Textured Exterior Emulsion Ace Exterior Emulsion

Dulux Paints India

ICI Dulux Institutional is a world leader in paints. They provide for home decoration and industrial painting products. The paint products by Dulux Paints India include paints for

INTERIOR WALLS AND CEILINGS

Dulux Velvet Touch Velvet Touch - Colour Features 2005 Dulux Supreme 3-in-1 Dulux Acrylic Emulsion

EXTERIOR WALLS

Dulux Weather shield Max Dulux Weather shield Tex (for textured finish) Dulux Weather shield

WOODEN SURFACE

ICI Dulux Satin Finish Super gloss 5-in-1 Dulux Gloss Dulux Timbertone Melamine

Kansai Nerolac Paints Ltd India

Nerolac Paints was established as Gahagan Paints and Varnish Co. Ltd. in Mumbai. In 1933, it transformed to Good lass Wall India Ltd. and became a Pvt Ltd. Company in 1946,

Kansai Nerolac Paints is a subsidiary of Japan based Kansai Paint Company Limited that is one of the top ten coating companies in the world. Nerolac is the second largest in their field in India with a leading position in industrial and automotive paints also in powder coatings. The paint products by Nerolac Paints for Home and Office Walls include INTERIORSURFACESPAINTS Water Based:
o

Emulsions:

Nerolac Impressions - 24 Carat/ Metallic/ Disney Nerolac Beauty - Premium Acrylic Emulsion/ Silky Smooth/ Smooth Finish

Distemper:

Beauty Premium Acrylic Distemper Beauty Acrylic Distemper Beauty Oil Bound Distemper

Solvent Based:

Nerolac Pearls Luster Finish Nerolac Synthetic Flat Paint Interior

Enamels:

Nerolac Synthetic Nerolac Satin

Emulsions:

Impressions Excel - Anti Peel/ Total Suraksha Advanced Nerolac Suraksha

Cement:

Nerocem With Titanium +

Special:

Nerotex Matt Decorative & Protective Exterior Finish Nerolac Impressions Ever last Self Cleaning with Piolite These are the domestic use paints and products by Nerolac. Nerolac is actively involved in providing newer and more innovative paint products to give you the perfect finish you wish.

Research and Methodology

Research Methodology

Research Methodology is the producer for conducting the research. Research Methodology should be carefully planned as accuracy. Reliability and adequacy of result depends on the research methodology followed. It gives the researcher a guideline by which he can decide, which techniques and procedures will be applicable to a given problem. Moreover, it also helps in the evaluation of the research by other also. So far he research to be purposeful and effectives.

Research design:
Research design is important primarily because of the increased complexity in the market as well as marketing approaches available to the researchers. In fact, it is the key to the evolution of successful marketing strategies and programmers. It is an important tool to study buyers behavior, consumption pattern, brand loyalty, and focus market changes. A research design specifies the methods and procedures for conducting a particular study. According to Kerlinger, Research Design is a plan, conceptual structure, and strategy of investigation conceived as to obtain answers to research questions and to control variance.

Data collection methods:

After the research problem, we have to identify and select which type of data is to research. At this stage; we have to organize a field survey to collect the data. One of the important tools for conducting market research is the availability of necessary and useful data.

Primary data:
Primary data is that data which is collected first hand from sources such as historical documents literature texts, artistic works, experiments, surveys, interviews etc. Sources of primary data: Survey Interview

Secondary Data:

It refers to existing primary data that was collected by someone else for other purpose. The Companys profile, journals and various literature studies, magazines are important sources of secondary data. Data analysis and interpretation

Questionnaires

2. Tabulation and 3. Pie chart and Bar chart

Questionnaires:
This is the most popular tool for the data collection. A questionnaire contains question that the researcher wishes to ask his respondents which is always guided by the objective of the survey.

Preparation of report:
The report was based on the analysis and presented with the findings and suggestions. The sample of the questionnaires is attached with the report itself.

Sampling Unit:
A decision has to be taken concerning a sampling unit before selecting the no. of samples. It may be geographical as well as individual. Here Sagar city has been taken dealers unit the basis of map that which areas would be essential for the survey. Judgment sampling was taken for this purpose.

Sampling Methodology:
No. of questions in questionnaires for customer: Sampling size: 10 100

SHORT ANALYSIS
Strengths Imp of brand image as barriers to new entrants

 Good technology backup. Weakness Raw materials scarcity Requirement of high working capital Real estate in a depression phase. Opportunities Fiscal incentives provided by Government. Commodity to fmcg Rise in disposable income Threats Foreign companies entering as sole players

Data Analysis & Interpretation

Q.1. Ratio between dealer and sub-dealer. Ratio of dealer and sub dealer No. of respondents

Dealer Sub dealer Total

75 25 100

Interpretation
Above graph shows that 75% respondents are dealers while 25% respondents are sub dealer.

Q.2. Turnover of specific company brand.

(a)0- 2.5 lac (d)10- 20 lac

(b)2.5- 5 lac (e)20 - 40 lac

(c )5- 10 lac (f)more than 40 lac No of respondent 5 25 55 10 3 2 100

Turnover 0-2.5 lac 2.5-5 lac 5-10 lac 10-20 lac 20-40 lac More than 40 lac Total

Interpretation
The above graph shows that 55% respondent has the monthly turnover is 5-10 lac while 25% respondents has monthly turnover is 2.5-5 lac and rest respondent has monthly turnover is less than 10%.

Q.3. According to you which type of Paint highly demanded?

a) Enamel b) Emulsion

Highly demanded paint Enamel Emulsion Total

No. of respondents 60 40 100

Interpretation:
The above graph shown the ratio of enamel & emulsion means which one is highly demanded and the ratio is 60:40.

Q.4.State the percentage of Emulsion sale for the following:

a) Exterior b) Interior

Percentage of Emulsion sale Exterior Interior Total

No. of respondents 65 35 100

Interpretipon:
The above graph shown the percentage of enamel & emulsion & the ratio is 60:40.In emulsion the percentage of exterior & interior is 65:35.

Q.5. Specified the Brand name and Quality of Exterior Emulsion.

a) Asian paints c) Nerolac paints e) Other b) Berger paints d) ICI

Brand name and Quality of Exterior Emulsion Asian paints Berger paints Nerolac paints ICI Other Total

No. of respondents 50 30 10 6 4 100

Interpretipon:
The above graph represent the percentage of exterior emulsion of different brands in the market.50%market covered by Asian paints and 30%covered by Berger paint and 10% by Neolac 6%by ICI and 4%by others.

FINDINGS
From the analysis of the data collected, we conclude that: Company should focus upon behavior of company personal.
Enamel is highly demanded in Sagar area.

35% market covered by Berger paint. Most of dealer prefer Trip and cash scheme which provide by company. Sale of Enamel is 60% and the sale of Emulsion is 40%. Average turnover of the Shop is approximate 5-7 lack. Percentage sale of wood coating is approximate 35%.

CONCLUSION

From the analysis of the data collected, we conclude that:

Most of the paint market in Sagar is covered by Asian Paints. Berger Paint is on second position in Sagar paint market. others.

The main competitor of Berger paint are Asian, Nerolac ,Shalimar ,ICI Customer are now become brand loyal, they need good quality in cheaper price. Some improvement require in supply. Most of dealer prefer Trip and cash scheme which provide by company.

LIMITATIONS

Lack of awareness of Paint market:-Since the area is not known before it takes

lot of time in convincing Dealer /Sub-Dealer for gathering information.

Mostly people comfortable with local paints: - More of the customer are

comfortable with local paint because of low cost and easy availability.

Inaccurate Information:- Most of time the respondent are avoid to share accurate

information with us because of fear.

DR. HARI SINGH GOUR UNIVERSITY SAGAR (M.P.)

DEPARTMENT OF BUSINESS MANAGEMENT

QUESTIONAIRE

Researcher's Name : __________________ Class : B.B.A. II Sem ____________________________ Gender :

Name of Person : Age : Occupation : ________________

(1) Income (Monthly) : (ii) Rs. 25,000-50,000

(i) Upto Rs 25,000 (iv)

(iii) Rs. 50,000-90,000 Above Rs. 90,000 (2) How often do you use wall paints? (i)Every 6 months Regularly (3) Which brand of wall paint do you use? (ii) Every year

(iii)

(i)Sherwin Williams (ii) Berger paints (iii) Dulux paints (iv) Asian paint (4) How much quantity do you use? (i) 1 litre (II) above (5) Are you satisfied by products of this brand? Satisfied Neutral Dis-satisfied Price Quality Durability Availability (6) For what reason do you prefer this brand? ________________________________________________________________ (7) How did you come to know about this brand? (i)Newspaper (ii) Television (iii) Magazine (iv) Internet (v) Radio (8) From where do you generally buy wall paint of this brand? (i)Retailer (ii) Wholeseller (iii) Agent (iv) Company outlet (9) Any suggestion for this product? _______________________________________________________ (10) Any expectations for this product? ______________________________________________________ 2 litre (iii)5 litre (iv) 10 litre or

BIBLIOGRAPHY
The preparation of this project was with the help of following references:
www.google.com

www.paintindustry.com

 www.Asianpaintindia.com www.encyclopaedia.com www.wikipaedia.com

And other sources of information is News paper Magazine Others Books Refer Research Methodology Marketing C. R. Kothari Philip Kotler

(a) Preface (b) Acknowledgement (c)Declaration of the Candidate (d) Certificate

TABLE OF CONTENTS
TOPIC TITLE Page No.

1. 2. 3. 4. 5. 6. 7. 8. 9. 10 11 12 13

Introduction of Berger Paints History of Berger Paints Scope of the Study Research Methodology Company Comparison Data analysis & Interpretation Swot Analysis of Berger Findings Limitation of the study Suggestions & Recommendation Conclusion Bibliography Questionnaires