1.

1: CONSUMER’S BUYING BEHAVIOUR:

Understanding the buying behaviour of the target market is the essential task of marketing
management under the marketing concept.
The consumer market consists of all the individuals and households who buy or acquire goods
and services for personal consumption. Consumers vary tremendously in age, income,
educational level, mobility patterns and taste.

1.2: MODEL OF CONSUMER BEHAVIOUR:

Due to the growth in the size of firms and markets, marketing decision makers have been
removed from direct contact with their customers. Managers have had to turn to consumer
research. They spend more money in trying to learn : Who buys? How do they buy? When do
they buy? Where do they buy? Why do they buy?
How do consumers respond to various marketing stimuli, arranged by the company, is main
question. Therefore, business & academic researchers have invested much energy in researching
the relationship between marketing stimuli and consumer response.

1.3: MODEL OF BUYER BEHAVIOUR​:

Their starting point is the stimuli-response model. Above figure shows marketing and other
stimuli entering the buyer‘s black box and producing certain responses. The stimuli are of two
types. Marketing stimuli consists of the 4 Ps : Product, Price, Place and Promotions. Other
stimuli consist of major forces and events in the buyer‘s environment economic, technological,
political and cultural. All these stimuli pass through the buyer‘s black box and produce the set of
buyer responses : Product choice, brand choice, dealer choice, purchase timing and purchase
amount

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​1.4: MAJOR FACTORS INFLUENCING CONSUMER:

CULTURAL FACTORS :

Cultural factors exert the broadest and deepest influence on consumer behaviour.

CULTURE:

Culture is the most fundamental determinant of a person‘s wants and behaviour. The child
growing up in a society learns a basic set of values, perception, preference & behaviour

SUBCULTURE:

Each culture contains smaller groups of subcultures that provide more specific Identification
and socialization for its members. Four types of sub culture can be distinguished.

(i) Nationality groups.

(ii) Religious groups.
(iii) Racial groups
(iv) Geographical areas

SOCIAL CLASS:

Virtually all human societies exhibit social stratification. More frequently, stratification takes
the form of social classes. Social classes are relatively homogenously and enduring divisions in a
society, which are hierarchy ordered and whose members share similar values, interests, and
behaviour.

SOCIAL FACTORS:

A consumers behaviour is also influenced by social factors, such as the consumer‘s reference
groups, family, and social roles and statuses.

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(i) REFERENCE GROUPS:

A person‘s reference groups are those groups that have a direct or indirect influence on the
persons attitudes or behaviours. Groups influence will be stronger for products that will be
visible to others whom the buyer respect.

(ii) FAMILY:

Members of the buyer‘s family can exercise a strong influence on the buyer‘s behaviour. The
family of orientation consists one‘s parents. From parents a person acquires an orientation
toward religion politics, & economics and a sense of personal ambition self worth & love. The
following products and services fall under such.

• Husband-dominant : Life insurance, automobiles

• Wife-dominant : Mixer, Washing Machine, and Kitchenware
• Equal : Housing, Entertainment, and Housing Furniture

(iii) ROLES AND STATUSES:

Participating of buyer in the different groups as clubs, organization influence his/her buying
behaviour. His/her position in the different groups can be termed as roles & status. A role
consists of the activities that a person is expected to perform according to the persons around
him/her. Each role carries a status reflecting the general esteem : accorded to it by society

C ) PERSONAL FACTORS:

Personal factors a buyer‘s decisions by his/her personal characteristics, occupation,

economic circumstances, life style, and personality & self- concept.

3
(i) AGE & LIFE CYCLE STAGE:

People change the goods and services; they buy over their life time. They eat baby food in
childhood, most foods in the young age and special diets in the later year.

(ii) OCCUPATION:

A person‘s consumption pattern is also influenced by his or her occupation. A blue-chip worker
will purchase good clothes, care etc.

(iii) ECONOMIC CIRCUMSTANCES:

A person‘s economic circumstances will greatly affect product choice. His economics
circumstances consists of their spend able income, saving & assets, borrowing power.

(iv) LIFE-STYLE:

A person‘s life style is that person‘s pattern of living in the world as expressed in the person‘s
activities, interests & opinions.

(d) PSYCHOLOGICAL FACTORS:

A person ‘buying choices are also influenced by four major psychological factors-
(1) Motivation
(2) Perception
(3) Learning
(4) Beliefs and Attitudes

( E) BUYING ROLE:​à

For many products, it is easy to identify the buyer. Men buy shaving Cream, Razor, Cigarette
etc. While cosmetic, pantyhose etc.

4
Thus, we can distinguish several roles people may play in a buying decision.

Initiator : One who first suggests or thinks of the idea of buying the particular product or
service.

Influencers :​ One whose views or advice carries some weight in making the final decision.

Decider : One who ultimately determines any part of, or the entire buying decision whether to
buy, what to buy, or where to Buy.

Buyer ​: ​One who makes the actual purchase.

User ​:​ One who consumes or uses the product or service

​1.5: TYPES OF BUYING BEHAVIOUR

There are four types of consumer buying behaviour based on the degree of buyer involvement
in the purchase and the degree of differences among brands

(a) COMPLEX BUYING BEHAVIOUR:

Consumers go through complex buying behaviour when they are involved in a purchase and
aware of significant difference existing among brands. Consumers are highly involved my
purchase when it in expensive, risky and highly expressive.

(b) DISSONANCE - REDUCING BUYING BEHAVIOUR:

When the consumers are highly involved in a purchase but see little differences in the brands. It
in based on the fact that the purchase is expensive, infrequent & risky. For example shopping for
carpet.

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(c) HABITUAL BUYING BEHAVIOUR:

Many products are bought under conditions of low consumer involvement and absence of
significant brand differences. A good example is the purchase of salt.

(d) VARIETY-SEEKING BUYING BEHAVIOUR:

Some buying situations are characterized by low consumer involvement but significant brand
difference e.g. in purchasing cookies.

1.6: INTRODUCTION OF ASIAN PAINTS:

Asian Paints Limited ​is an Indian ​multinational paint company headquartered in ​Mumbai,
Maharashtra​. The Company is engaged in the business of manufacturing, selling and distribution
of paints, coatings, products related to home decor, bath fittings and providing of related
services. Asian Paints is India's largest and Asia's third largest paints corporation. As of 2015, it
has the largest market share with 54.1% in the Indian paint industry. Asian Paints is the holding
company of Berger International.
Asian Paints Ltd is India's largest paint company and Asia's third largest paint company. The
company, along with their subsidiaries, has operations in 22 countries globally with 27 paint
manufacturing facilities servicing consumers in 65 countries through Berger International, SCIB
Paints, Apco Coatings and Taubmans. Asian Paints manufactures a wide range of paints for
decorative and industrial use. The products of the company include ancilliaries, automotive,
decorative paints, and industrial paints. The company has manufacturing plants in Maharashtra,
Gujarat, Andhra Pradesh, Uttar Pradesh, Tamil Nadu and Haryana​.
.In Decorative paints, the company is present in all the four segments, namely Interior Wall
Finishes, Exterior Wall Finishes, Enamels and Wood Finishes. They have also introduced many
innovative concepts in the Indian paint industry like Colour Worlds (Dealer Tinting Systems),

6
Home Solutions (painting solutions Service), Kids World (painting solutions for kid's room),
Colour Next (Prediction of Colour Trends through in-depth research) and Royale Play Special
Effect Paints, just to name a few

1.8: EXTERIOR PRODUCTS OF ASIAN PAINTS:

7
1.9: INTERIOR PRODUCTS OF ASIAN PAINTS

1.10: STAINER PRODUCTS OF ASIAN PAINTS:

8
1.11:ASIAN PAINTS safety and health policy:

● We shall perform our work activities in a safe manner aiming for zero incidents.
● We shall evaluate every new work activity for its hazards. It will be subjected to
occupational risk assessment and risk levels will be identified.
● Our laboratories shall provide infrastructure and environment that are conducive for
development work in a safe manner, free of health risk.
● We will provide arrangements that are adequate for employees' welfare at work.
● We shall perform our work activities in a safe manner aiming for zero incidents.
● We shall evaluate every new work activity for its hazards. It will be subjected to
occupational risk assessment and risk levels will be identified.
● Our laboratories shall provide infrastructure and environment that are conducive for
development work in a safe manner, free of health risk.
● We will provide arrangements that are adequate for employees' welfare at work.
● We understand the importance of the Health and Safety of each and every employee
including contract employees and visitors, and we shall treat it as the most important
priority, implementing measures to ensure zero injury incidents.
● We shall ensure the applicable legal and statutory requirements from external agencies
and other requirements are studied, understood and communicated to employees for
implementation and compliance.
● We shall review and implement work practices that will accomplish continuous
improvements in occupational health and safety.
● We shall ensure that every employee of the Technology will be trained to comprehend
the safety policy and OH&S obligations. We will also keep ourselves updated on any
changes on Occupational Health and Safety procedures, requirements, etc.

9
 ● We shall constitute and implement appropriate communication system to contract
workmen, and visitors to the extent that it is necessary for them to understand and comply
with the safety requirements.
● We shall review our policy and continually improve to achieve our goal: a safe and
healthy workplace.
● We shall perform our work activities in a safe manner aiming for zero incidents.
● We shall evaluate every new work activity for its hazards. It will be subjected to
occupational risk assessment and risk levels will be identified.
● Our laboratories shall provide infrastructure and environment that are conducive for
development work in a safe manner, free of health risk.
● We will provide arrangements that are adequate for employees' welfare at work.
● We understand the importance of the Health and Safety of each and every employee
including contract employees and visitors, and we shall treat it as the most important
priority, implementing measures to ensure zero injury incidents.
● We shall ensure the applicable legal and statutory requirements from external agencies
and other requirements are studied, understood and communicated to employees for
implementation and compliance.
● We shall review and implement work practices that will accomplish continuous
improvements in occupational health and safety workplace

WHAT IS PAINT :

Can anyone imagine life without Colour? The Answer is absolutely ―No‖. So we may say
that Paint‘s something which add colour to life in Indian people used to whitewash their hense or
festore occasions particularly in Diwali , Id, X-mas day etc​.
For this purpose they used the things called choona(Calcium Hydroxide) but present situation is
no longer some with the advent of new sophisticated technologies thing have changed a lot.
First let us why Paint and Primer are used. Ancient used paint (Naturally Occuring) as a
Necessity and only for decorated purpose but now Paint and Primers are used other than
decorated purpose besides previous used Paint and Primers are used as auto corrosive agent.

10
We know that Corrosion Cause huge losses to complainers. An estimate of Corrosion Reveals
that around Rs.1000 crore is lost because of Corrosion Which is nearly double the sales turnover
of Paints Industry. The paint is most cheapest way perfect as well as provide a decorative look to
the valuable Asserts paint cost less than 2.5% of total cost ofthe assets on which to is applied
protective coating thus play a crucial role in the combating corrosion.
According to the use of solvents for the applying purpose paint can be classified into two
categories.
Oil Based Paints Water Based Paints
In India Oil Based Paints are commonly used but they are somewhat costly because of oil used
globally water based paints are preferred in order to produced paints. Certain Raw materials are
needed.

The required Raw materials are

Pigments
Resins
Solvents
Additives
Adulterants

1.13: RAW MATERIAL USED IN THE MANUFACTURE OF

PAINTS

Five types of raw material are used in the manufacture of paints, these are:

A. PIGMENTS:

The materials added to the paints to obtain desired final colour and to give opaqueness to the
paint are called colouring pigments. Few of the commonly used pigments are;

1. Chrome Pigments
2. Thellocynine (for blue colour)

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3. Thellocynine ( for green colour)
4. Red Oxide /Halo Oxide/Hensa Red (for red colour)
5. Hensa Yellow(for yellow colour)
6. Carbon Black (for black colour)

B. RESINS:

The materials used in paints to give it the property of binding it with other ingredients and
causes it to adhere to the surface to be painted are called resins. These are also used
proportionally in order to give gloss to the paints. Few kinds of resins are—
1. Alkid Resins,
2. Epoxy Resins
3. Acrylic Resins,
4. Polyurethance Resins

C. SOLVENTS:

The materials used in paints to help it to spread over the surface are called solvents. These are
also used in order to make the paint thick of dilute.I.e viscosity of paints depend upon the content
of solvent in it. Solvents that are commonly used can be
broadly divided into two categories. They are:
1. Aromatic-Xyleme, Toulene.
2. Aliphatic- M.T.O.( Mineral Turpentine Oil)
T.O.(Turpentine Oil)

D. ADDITIVES:

These are added in order to give some extra properties to and kind of paints i.e. quick drying,
anti-setting, heat resisting etc. So accordingly-
1. Drying Agents like Litharge
2. Anti-Setting Agents

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3. Anti-Skinning Agents
4. Heat Resisting Agents etc.

E. ADULTERANTS:

The materials which are used to reduce the cost of paint and also to reduce the weight And to
increase its durability, are called adulterants, barium Soleplate is widely used as an adulterant
because of its cheapness and its property not to react with paints. Calcium Carbonate,
Magnesium Silicate and silica are also used as adulterants​.

1.14: QUALITY POLICY:

● Control the wastage of Material during the Manufacturing Process.

● Control of wastage of Human Resources through proper Planning.
● To find out the process by which the wastage can be recycled.
● To established clear objects in between the employees and the employers.
● To create good working environment.
● To maintain the proper level of quality through proper planning.
● To create a good knowledge bank by organizing the training and development program
in the organization.
● To make best approach to place the right people on the right place at the right time with
the right sense.

1.15: ​RESEARCH METHODOLOGY:

Research methodology is a systematic way, which consists of series of action or steps

necessary to effectively carry out research and the desired sequencing of these steps.
The marketing research is a process of involves a number of interrelated activities
Which over lap and do rigidly follow a particular sequence. It consists of the following
steps.

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1. Formulating the objectives of the study
2. Designing the methods of data collection
3. Selecting sample plan
4. Processing and analyzing the data
5. Reporting the findings

​ Research design

​ ampling design
S
(Random sampling design)

Data collection
(primary data collection ,secondary data collection)

Data analysis

​Reporting of finding​s

1.16:OBJECTIVE OF THE STUDY

The main objectives of conducting research on To study the consumer behaviour

towards asian paints

● To study the awareness of asian paints.

● To find the nature of psychological factors that influences the consumers to buy
the asian paints

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 ● To analyse the pre purchase and post purchase behaviour of asian paints
consumers
● To measure the level of satisfaction derived by the consumers of asian paints.

​1.17: SIGNIFICANCE OF THE STUDY:

This study is mainly conducted to know the awareness and acceptance of paints among
peoples .
This work will be helpful for customers to know more about the asian paints. This will
also helpful for them to choose among different types of asian paints.

1.18: DESIGNING THE METHOD OF DATA COLLECTION

PRIMARY DATA:

The primary data are those data which are collected afresh and for the first time
and happen to be original in character. The primary data to be collected for the
study are

● . By structured questionnaire.

SECONDARY DATA:-

Secondary data are those data have already been collected by someone else and
which already had been passed through the statistically process. The secondary
data to be collected for the study are

● Annual reports of each newspaper company.

● Newspapers, magazines, journals, books.
● By internet websites

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1.19: RESEARCH INSTRUMENTS​:

STRUCTURED QUESTIONNAIRE:

A questionnaire consists of a number of questions printed or typed in a definite order or

set of forms. It is the set of questions presented to the respondents for their answer. In
mystudy I‘ll be used structured questionnaire because sequence or series are required to
ask the question to respondent.

DATA ANALYSIS:

Data analysis refers to the computation of certain measures along with searching for
patterns of relationship that exist along data groups, as the objective of study is already
divided into two main parts, thus the data analysis of collected data is primary divide into
two divisions as the field is completed and questionnaire have been received the task is to
prepare the Consumer Behaviour

1.20: RESEARCH DESIGN

In my study, Descriptive research design are used because it provides information in a

described manner which is relevant to a research project . in this research design the
objective of the study is clearly defined and have accurate method of measurement with a
clear cut definition

SAMPLING DESIGN:

A Sample design is a definite plan for obtaining a sample from a given population . it
refers to the technique or the procedure adopted.
In selecting items for the sample. The main constituents of the sampling design below-

● Sampling unit
● Sample size

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 ● Sampling procedures

SAMPLING UNIT:

A sampling framework i.e. developed for the target population that will be sampled i.e.
who is to be surveyed Consumer behaviour

SAMPLE SIZE:

It is the substantial portions of the target population that are sampled achieve reliable
results.
Sample size- 75

RANDOM SAMPLING:

Random sampling is chosen for my study. Probability sampling is also is also known as
Random sampling or chance sampling. Under this sampling design, every item of the
universe has an equal chance of inclusion in the sample it is, so to say, a lottery method in
which individual units are picked up from the whole group not deliberately but by some
mechanical process. Here it is blind chance alone that determine whether one item or the
other is selected. The result obtained sampling can be assured in the terms of probability
i.e. we can measure the error of estimation or the significance of result obtained from a
random sample, and this fact bring out the superiority of random sampling design over
the deliberate sampling design.

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​2.1: INTRODUCTION​:
In essence, a literature review identifies, evaluates and synthesises the relevant literature within
a particular field of research. It illuminates how knowledge has evolved within the field,
highlighting what has already been done, what is generally accepted, what is emerging and what
is the current state of thinking on the topic. In addition, within research-based texts such as a
Doctoral thesis, a literature review identifies a research gap (i.e. unexplored or under-researched
areas) and articulates how a particular research project addresses this gap

NEWMAN AND GROSS (1991) opine that in general, the Indian consumers were indifferent
in choosing the brand, since a lot of close substitutes were available in the market. Due to
technological and knowledge up-gradation, today’s customers prefer to opt for branded product.
This is because of an urge for getting proper value against payments made.

AAKER (1996​): has mentioned that brand of a particular product plays a fundamental function
in consumer’s perception of a product. It helps in developing a market position, prestige and
image of the product and for these reasons the brand constitutes a mechanism of risk reduction.
Hence, selection of brand is another major constituent of consumer behaviour

DUNNE and NARASIMAN (1999) say that consumers’ perception of the relationship between
price and quality is the main factor which influences the brand choice decision between private
labels and national brands

According to ​MISRAA (2007) the Indian market has seen vast changes in political, economic
and social environment which has a great impact on consumption. Singh (2007)19is of the view
that production oriented market has been shifting towards consumer oriented market. Traditional
consumption pattern has also been facing large-scale changes

PRIYA SONI (2010) 05 study aimed to evaluate the customer’s percept ion towards the
purchase of branded products. She says that there is prevailing high competition among various

18
brands in India. In every product category, customers have more choices and higher
expectations. The success of the strategy depends heavily on the marketer’s understanding of the

preference building and bonding process. Since brands seeks reflecting consumer preferences

and wants

Rowley (2011) in his research work had commented that consumer buying process offers two
useful perspectives: the decision-making process associated with consumer buying and the
factors which affect the buying process. The author further stated that the consumers buying
process can be divided into personal, psychological and social and cultural factors. The ‘social
factors’, such as consumer’s small groups, family, reference group, social roles and status can
affect consumer responses and influence their buying behaviour. ‘Personal factors’ such as age,
lifecycle stage, occupation, education and economic situation, and ‘Psychological factors’ such
as, motivation, perception, learning, beliefs and attitudes and personality, also play major roles in

consumer decision-making process​.

Hawkins ET. al., (2004) says that for many products, consumers frequently have numerous
choices as to where they are going to actually obtain the product. In the old days, most
consumers had access only to "general" stores for most products. Gradually, in urban
environments, specialty and discount stores evolved. Today, a consumer may generally choose to
buy most products either at a relatively high price, frequently with a significant amount of
service, in a specialty store, or with lower service in discount store

Peter & Olson (2005) says that consumer behavioural intentions reflection of their plan of
action or the proposition associating one’s self with a future action or behaviour

Anwar (2007) in his e-article “Consumer Behaviour and Buying Decision Making” has pointed
out that marketing in India is growing through an indefinable phase and so also the changing role
of consumer in making decision and the way in which the new generation of Indian consumer

19
behaves. The characteristics of Indian families are changing under the influence of external
factors such as liberalization and media explosion. Indian families are presently in a state of flux,
shifting from being strictly hierarchical to more egalitarian in character. And the process of
migration definitely has a big role to play in such transition

Sundar Rajagopalan (2015) in his report pin point that in coming years’ urban middle class
will always dwarf. Urban affluent consumers in spending power because of their sheer size.
Product will proliferate, consumer will complain of excess choice although would love the
excess choices. Consumers will enjoy income levels unmatched by the previous generations. ( in
Metros and large towns) Widening income levels, migration (rural to urban) will create new
opportunities. Most consumers will continue to embrace traditional and modern values and will
be eager for modern products with Indian tastes.

Walker and Stanton (2014) says that “A consumer’s opinions and personal relevance that is felt
toward presented references to one’s self concept or self-identity via a non-personal,
sponsor-identified, paid message

Mowen (2013) had identifying the vital attributes that influence consumer decision making and
shopping behaviour, marketers can refer to important attributes that are relevant to each of the
market segments. Attribution theory can also be applied in explaining consumer shopping
behaviour as future patronage intentions is often influenced by both store and consumer

variables​.

It is worth noting that consumer buying behaviour is studied as a part of the marketing and its
main objective it to learn the way how the individuals, groups or organizations choose, buy use
and dispose the goods and the factors such as their previous experience, taste, price and branding
on which the consumers base their purchasing decisions (Kotler and Keller, 2012)

Ho-Shui Li and Jack E. Houston (1999): apply stepwise logistic regression to identify
significant socio demographic factors (such as gender, age, and others) which influence the

20
choice of each of the six major types of food markets and to identify the promotional factors
which positively or negatively influence consumers' preferences for the most often used market.
Female consumers have almost four times higher odds of frequently using traditional vegetable
markets in the past year. The unmarried, divorced/widowed, and/or those who had higher family
monthly incomes demonstrate lower odds of frequently using traditional markets. For purchases
of fresh foods, female respondents, older consumers, and/or those living in northern Taiwan have
higher odds of choosing traditional vegetable markets as the most frequently used market

​Gilpatrick D. Hornsby (2005) ​says that the country of origin has the great influence on brand
preference. The study also find outs the other factors that influence brand preference. The study
included 516 responses with 40 unusable surveys leading to a 57% usable response rate. Results
were gained through descriptive statistics and organized by scenario situation. The factors are
Price, Appearance, and Country of Origin.

Karjaluoto et al (2005) ​conducted a research to find out the factors influencing consumer choice
of mobile phones. The study uses focus group interview with 79 graduate students followed by a
survey of 196 respondents. Price, brand, interface, and properties are the factors which affects
purchasing behaviour of mobile phones in Finland.

Gihan Wijesundera et al (2008) ​try to find out Factors Influencing the Demand of Beauty Soap
among Female Consumers in the Greater Colombo Region. Purpose of this study is to explore
how the marketing mix & demographical factors influence the brand preference & purchasing
behaviour of beauty soap among the female consumers in the greater Colombo region. Sample
consisted of 91 female consumers in greater Colombo region. Data were gathered by
administrating questionnaires. The independent variables are 4Ps, Age, Income Level,
Education, Marital status, Occupation, skin type, social factors, substitute products & dependent
variable is the brand preference. Analysis was done using the Chi-square method at the
significant level of 0.05. The results indicated that there were statistical relationships between
price, product, education, occupation and band preference and there was no statistical

21
relationship between place, promotion, age, income level, marital status, skin type, social factors,
and substitute product with the brand preference.

Bikash et al (2010) studied the factors influencing purchasing of Nano cars. This study attempts
to find the factors, which are important for choosing the revolutionary car ‘Nano’ launched by
one of the leading Indian automobile industry called ‘Tata Motors’. The report published by
Cygnus research ranked Indian automobile sector to be number one on the basis of sales growth
and Profit After Tax (PAT) growth during October- December 09 over October- December 08
over other 14 manufacturing sectors. The paper considers 22 factors, which may be important in
the customer decision-making process. The factors are price is a affordable, because of Tata
product, many love the name "Nano", available in attractive colours, style/look, high fuel
efficiency, financing option, interior design, comfortable, space inside, value for money,
environment friendly, running cost, warranty, power, status / prestige, safety features, resale
value, accessories available, performance

Sääksjärvi and Samiee (2011) ​examined the relationships among brand identity, brand image,
and brand preference in the context of cyber and offline-based extension retail brands over time.
They examined a conceptual model with survey data collected over three time periods and found
out that offline-based extension brands had an advantage over cyber brands when it came to
translating a brand identity into a successful brand image, especially in the early Internet stages.

Zeenat Ismail et al (2012) ​find out the Factors Affecting Consumer Preference of International
Brands over Local Brands. This study was conducted in order to determine the consumer
preferences of global brands instead of local ones. The research was conducted in Karachi and
the samples selected included 200 people of age 16-24. The data collected for the research was
through a questionnaire and was conducted in two popular shopping malls of the city and two
universities since the target audience was largely the youth. Calculations were then analysed and
interpreted using a percentage of respondents and through frequency distribution tables and
charts. There are a number of factors affect the consumer purchase decisions. The results suggest

22
that most important factors that influence a consumer’s final decision are the price and quality of
the product in question. Since the consumers usually associate the price of the brand with its
quality, a brand priced too low is generally perceived as a low quality product. Similarly, a
product priced too high may not be affordable by many. Other factors that have an impact on the
consumer preferences are: consumer ethnocentrism, country of origin, social status, price
relativity with the competing brands and family and friends.

AZAD ET AL (2003) ​accessory market. The proposed study designs a questionnaire in Likert
scale consists of 16 questions, distributes it among 200 experts and analyses it using factor
analysis. Cronbach alpha and Kaiser-Meyer-Olkin Measure of Sampling Adequacy are
calculated as 0.823 and 0.863, which validate the overall questionnaire. The results indicate that
there are three influencing factors including brand capability, brand characteristics and
consumers’ believe.

Prasanna et al (2013) ​conducted a study to find out factors influencing customers’ brand
preferences of the economy segment SUV’s and MUV’s. A total of 143 respondents were
included among which 98 met the target group criteria set for the study. The data collection was
made through direct interaction and customer intercepts survey using printed questionnaires.
Descriptive Analysis was used to transform data into understandable format and factor analysis
was used for identification of factors influencing customer preference. Friedman’s test was used
to identify the prominent emotions customers associated to the utility vehicle. The study
identified the six factors that influence brand preference they are Product reliability, monetary
factor, trendy appeal, frequency of non-price promotions offered, trustworthiness and customer
feeling or association towards brand.

Malviya et al (2013) ​said about brand preference on the basis of research conducted on the
Factors Influencing Consumer’s Purchase Decision towards Smartphones in Indore. The basic
purpose of the research is to identify the key factors which have a dominating effect on the
consumers’ minds while making a purchase of Smartphone. The collected data were analysed

23
and interpreted using chi-square, reliability analysis, Factor analysis, Confirmatory Factor
Analysis. It was found that data is reliable for factor analysis. The measurement model suggested
four factors price, brand preference, social influence and features having a dominant influence on
the purchase decision of consumers in Indore.

Conclusion
Consumers are potential purchaser of products and services offered for sale (Davis et al 2002).
Consumers are rational and logical problem solver, (Holbrook and Hirschman, 1982).
Consumer’s taste and preference changes at all time. It is difficult to find out certain definite
behaviour of consumers. The above researches try to find out common factors which influence
brand preference of consumers. The marketing mix elements, brand equity, Advertisements etc.
will influence brand preference. But these researches lack social, personal, Psychological, and
cultural factors which influence the brand preference.

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 ​3.1:Asian Paints Limited (​BSE​: ​500820​, ​NSE​: ​ASIANPAINT​) is an Indian multinational paint
company headquartered in mumbai maharastra. The Company is engaged in the business of
manufacturing, selling and distribution of paints, coatings, products related to home decor, bath
fittings and providing of related services. Asian Paints is India's largest and Asia's third largest
paints corporation. As of 2015, it has the largest market share with 54.1% in the Indian paint
industry. Asian Paints is the holding company of Berger International.
​
Asian Paints Ltd was incorporated in the year 1945. In the year 1965, the name of the company
was changed to Asian Paints (India) Pvt Ltd. In the year 1973, the company was converted into a
public limited company. In the year 1972, they undertook a major modernization programme to
streamline the paint production facilities by improving the layout of machines, addition to
balancing equipment and replacement of old machinery to meet the demand

The company was started in a garage in ​Gaiwadi, Girgaum - Mumbai by four friends
Champaklal Choksey, Chimanlal Choksi, Suryakant Dani and ​Arvind Vakil in February
1945. During world war 2 and the quit india movement of 1942, a temporary ban on paint
imports left only foreign companies and shalimar paints in the market. Asian Paints took up the
market and reported annual turn over of ₹ 23 crore in 1952 but with only 2% pbt margin. By
1967 it became the leading paints manufacturer in the country.

The four families together held the majority shares of the company. But disputes started over the
global rights in 1990s when the company expanded beyond India. The disputes resulted in
Choksey selling their 13.7% shares and exiting in 1997. Champaklal died in July 1997 and his
son Atul took over. After failed collaboration talks with the British company ​Imperial Chemical
Industries​, Choksey's shares were mutually bought by the remainder three family and ​Unit Trust
of India​. As of 2008, the Choksi, Dani and Vakil families hold a share of 47.81%.

In 1950s the company launched a "washable ​distemper​", which was a balance between the cheap
dry distemper that peeled easily and the more expensive plastic emulsions. Promoting their brand
Tractor Distemper, the company used "Don't lose your temper, use Tractor Distemper" in their
advertisings.​[8] In 1954, "Gattu" – a mischievous boy with a paint bucket in his hand – was

25
launched as mascot. Created by ​R. K. Laxman​, the mascot found appeal with the
middle-classes.​[10]

He was used only in print advertisements and packaging till 1970s and by 1990s was also seen
on television advertisements. Gattu helped in bringing the commodity-led business of painters to
the actual end users of home-owners. ​Ogilvy & Mather​, the advertising agency associated with
Asian Paints, launched marketing strategy by focusing on festive occasions in 1980s with their
tag line ​"​Har Ghar Kuch Kehta Hain​" (Every home says something about its owner). Relating
with festivals and important life events like marriages and child birth, the company advertised it
as an occasion to paint homes by connecting on emotional level. In 1990s, the advertisements
focused on the home exteriors focusing on how the paints could keep the exteriors timeless. The
company revamped its corporate identity in 2000s and axed Gattu as their mascot and later
changed its "Asian Paint" logo to a shorter AP

Type​: PRIVATE

Traded as​: BSE: 500820

NSE: ASIAN PAINTS

Industry: CHEMICALS

Founded: 1942

26
Founders: Champaklal Choksey,
Chimanlal Choksi, Suryakant
Dani and Arvind Vakil

Headquars: MUMBAI MAHARASTRA

INDIA

Areaserved: Worldwide

Key people: ASHWIN DANI (Executive

Chairman)

K. B. S. Anand (CEO & MD)

ABHAY VAKIL (Non

Executive Director)

products: Basic and industrial chemicals

decorative paints, industrial finishing
products,coatings

revenue​: ₹15,852 crore (US$2.2 billion) (2018)

Operating ₹2,808 crore (US$390 million) (2018)

income:

Net income: ₹1,779 crore (US$250 million) (2018)​]

Total assest: ₹6,205 crore (US$860 million) (2018)

Number of 6,067 (2018)

employees:

Website www.asianpaints.com

27
​TOOLS FOR ANALYSIS AND INTERPRETATION
For the data analysis tables and figures are used. First the collected data is arranged in the form
of a table and create the figures.

FIGURE 4.1:​ CLASSIFICATION OF GENDER​.

S.NO PARTICULARS RESPONDENTS PERCENTAGE%

1 MALE 46 61.3

2 FEMALE 29 38.7

TOTAL 75 100

FIGURE 4.1:​ CLASSIFICATION OF GENDER.

interpretations:​ from the study its is observed that 61.3% of male respondents and 38.7% of
female respondents.

28
FIGURE 4.2:​ CLASSIFICATION OF OCCUPATION.

S.NO PARTICULARS RESPONDENTS PERCENTAGE

1 SELF EMPLOYED 14 19

2 EMPLOYEE 7 9

3 STUDENT 54 72

4 TOTAL 75 100

FIGURE 4.2:​ CLASSIFICATION OF OCCUPATION

interpretations:​ this figure shows 19% of respondents are self employees,9% of respondents
are employee and 72% of respondents are students.

29
FIGURE 4.3​ :​ ​EDUCATION QUALIFICATION.

S.NO PARTICULARS RESPONDENTS PERCENTAGE

1 U.G 30 40

2 P.G 31 41.3

3 10TH 7 9.3

4 12TH 7 9.4

TOTAL 75 100

FIGURE 4.3:​ EDUCATION QUALIFICATION

Interpretations​: ​40% of U.G respondents.41.3% of P.G respondents.9.3% of 10th respondents

and 9.4% of 12th respondents​.

30
FIGURE 4.4:​ CLASSIFICATION OF AGE​.

S.NO AGE RESPONDENTS PERCENTAGE

1 0-14 5 6.9

2 15-30 61 80.8

3 31-50 9 12.3

TOTAL 75 100

FIGURE 4.4:​ CLASSIFICATION OF AGE.

interpretations​ :​ 6.9% of respondents is 0-14.,80.8% of respondents age is 15-30 and 12.3% of

respondents age is 31-50.

31
FIGURE 4.5:​ HAVE YOU HEARD ABOUT ASIAN PAINTS

S.NO PARTICULARS RESPONDENTS PERCENTAGE

1 YES 75 100

2 NO 0 0

TOTAL 75 100

FIGURE 4.5:​ HAVE YOU HEARD ABOUT ASIAN PAINTS

Interpretations​: ​This figures shows 100% of respondents said yes​.

32
FIGURE 4.6:​ GIVE IMPORTANT REASON FOR YOUR PREFERENCE FOR ASIAN
PAINTS

S.NO PARTICULARS RESPONDENTS PERCENTAGE

1 QUALITY 41 54.7

2 PRICE 19 25.3

3 VALUE 7 9.3

4 AVAILABILITY 8 10.7

TOTAL 75 100

FIGURE 4.6​:​ ​GIVE IMPORTANT REASON FOR YOUR PREFERENCE FOR ASIAN
PAINTS

Interpretations​:​ 54.7% of the respondents said quality,25.3% of the respondents said

price,10.7% of the respondents said availability and 9.3% of respondents said value.

33
FIGURE 4.7:​ HOW MANY TIMES DO YOU PURCHASE ASIAN PAINTS

S.NO PURCHASE RESPONDENTS PERCENTAGE

1 1 20 27

2 2 21 28

3 3 19 25

4 4 15 20

TOTAL 75 100

FIGURE 4.7:​ PURCHASE OF ASIAN PAINTS

Interpretations: ​27% of the respondents sais 1 times,28% of the respondents said 2 times,25%
of respondents said 3 times and 15%of the respondents said 4 times.

34
FIGURE 4.8:​ WOULD YOU LIKE TO PURCHASE ANY OTHER BRAND

S.NO PARTICULARS RESPONDENTS PERCENTAGE

1 YES 51 68

2 NO 24 32

TOTAL 75 100

FIGURE 4.8:​ WOULD YOU LIKE TO PURCHASE ANY OTHER BRAND

Interpretations​:​ 68% of the respondents said yes.and 32% of respondents said no​.

35
FIGURE 4.9:​ IF YOU GET MORE DISCOUNT ON ANY OTHER BRAND WOULD YOU
GO FOR THAT?

S.NO PARTICULARS RESPONDENTS PERCENTAGE

1 YES 47 63

2 NO 28 37

TOTAL 75 100

FIGURE 4.9: ​IF YOU GET MORE DISCOUNT ON ANY OTHER BRAND WOULD YOU
GO FOR THAT​.

Interpretations:​ 63% of respondents said yes.and 37% of the respondents said no ​.

36
FIGURE 4.10:​ ARE YOU SATISFIED WITH ASIAN PAINTS?

S.NO PARTICULARS RESPONDENTS PERCENTAGE

1 YES 58 77

2 NO 17 23

TOTAL 75 100

FIGURE 4.10:​ SATISFIED WITH ASIAN PAINTS

Interpretations: ​77% of the respondents said yes.and 23% of respondents said no

37
FIGURE 4.11: ​WHAT TYPE OF BRAND PROMOTION SCHEME PULLS YOU TOWARDS
ASIAN PAINTS.

S.NO PARTICULARS RESPONDENTS PERCENTAGE

1 DISCOUNT 24 32

2 HIGHER MARGINS 26 35

3 GIFTS 12 16

4 OTHERS 13 17

TOTAL 75 100

FIGURE 4.11:​ BRAND PROMOTION SCHEME PULLS YOU TOWARDS ASIAN PAINTS.

interpretations:​ this figure shows 32% of the respondents said discount,35% of respondent said
higher margins.16% of the respondents said gifts and 17% of the respondents said others​.

38
FIGURE 4.12:​ ​WHAT EXPECTATIONS YOU WANT IN ASIAN PAINTS?

S.NO PARTICULARS RESPONDENTS PERCENTAGE

1 SHINING 24 32

2 ATTRACTIVE 20 27

3 LONGER DURATION 21 28

4 SAFETY 10 13

TOTAL 75 100

FIGURE 4.12: ​EXPECTATIONS YOU WANT IN ASIAN PAINTS

interpretations​: ​majority of 32% respondents said shinning , 28% of the respondents said longer
duration , 27% of the respondents said attractive and 13% of respondents said safety

39
FIGURE 4.13:​ ​FROM WHERE DID YOU BUY THE ASIAN PAINTS?

S.NO PARTICULARS RESPONDENTS PERCENTAGE

1 MARKET 15 20

2 SHOP 50 67

3 SUPPLIER 10 13

TOTAL 75 100

FIGURE 4.13:​ WHERE DID YOU BUY THE ASIAN PAINTS​.

interpretations:​ majority of 67% of respondents said shop and 20% of the respondents said
market and 13% of the repondents said supplier.

40
FIGURE 4.14:​ WHICH FACTOR ARE YOU NOT SATISFIED WITH?

S.NO PARTICULARS RESPONDENTS PERCENTAGE

1 QUALITY 19 25

2 DURABILITY 39 52

3 COLOUR 17 23
COMBINATION

TOTAL 75 100

FIGURE 4.14: ​WHICH FACTOR ARE YOU NOT SATISFIED WITH

interpretations:​ this figure shop 25% of the respondents not satisfied with quality.52% of the
respondents not satisfied with durability and 23% of the respondents are not satisfied with colour
combination.

41
FIGURE 4.15:​ WHAT TIME YOU PURCHASE ASIAN PAINTS

S.NO PARTICULARS RESPONDENTS PERCENTAGE

1 MONTHLY 19 25

2 YEARLY 19 25

3 EVERY 3 YEARS 17 23

4 EVERY 5 YEARS 20 27

TOTAL 76 100

FIGURE 4.15:​ WHAT TIME YOU PURCHASE ASIAN PAINTS

Interpretations:​ 50% of the respondents said monthly and yearly.23% of the respondents said
every 3 years and 27% of the respondents said every 5 years​.

42
FIGURE 4.16:​ ​WHO IS THE DECIDER AT YOUR HOME

S.NO PARTICULARS RESPONDENTS PERCENTAGE

1 FATHER 27 36

2 MOTHER 15 20

3 MYSELF 33 44

TOTAL 75 100

FIGURE 4.16:​ WHO IS THE DECIDER AT YOUR HOME

Interpretations:​ ​36 % of respondents said father ,44% of respondents said myself and 20% of
the respondents said mother

43
​FIGURE 4.17:​ HOW FREQUENTLY YOU USE ASIAN PAINTS?

S.NO PARTICULARS RESPONDENTS PERCENTAGE

1 PARTY 8 11

2 MARRIAGE 19 25

3 FESTIVAL 19 25

4 OTHER OCCASION 29 39

TOTAL 75 100

FIGURE 4.17: ​HOW FREQUENTLY YOU USE ASIAN PAINTS​.

Interpretations:​ ​39% of respondents said other occasion , 25% of respondents said festival ,
25% of respondents said marriage and 11% of the respondents said party

44
​ FIGURE 4.18:​ ​ASIAN PAINTS IS MOST EFFECTIVE?

S.NO PARTICULARS RESPONDENTS PERCENTAGE

1 YES 60 80

2 NO 15 20

TOTAL 75 100

​FIGURE 4.18:​ ASIAN PAINTS IS MOST EFFECTIVE​ .

interpretations:​ ​80% of respondents said yes(asian paints is most effective). 20% of

respondents said no

45
FIGURE 4.19:​ ​HAVE YOU RE-PURCHASE ASIAN PAINTS?

S.NO PARTICULARS RESPONDENTS PERCENTAGE

1 YES 55 73.3

2 NO 20 26.7

TOTAL 75 100

FIGURE 4.19:​ HAVE YOU RE-PURCHASE ASIAN PAINTS.

interpretations:​ ​73.3% of the respondents said yes and 26.7% of the respondents said no.

46
FIGURE 4.20: ​FROM WHERE DID YOU GET TO KNOW ABOUT ASIAN PAINTS

S.NO PARTICULARS RESPONDENTS PERCENTAGE

1 ADVERTISTMENT 40 53.3

2 NEWSPAPER 14 18.7

3 PAINTER 8 10.7

4 FRIENDS 13 17.3

TOTAL 75 100

FIGURE​ 4.20:​ ​WHERE DID YOU GET TO KNOW ABOUT ASIAN PAINTS.

interpretations:​ ​majority of 53.3% respondents said advertistment, 17.3% of the respondents

said friends , 18.7% of respondents said newspaper and 17.3% of the respondents said painter

47
5.1: FINDINGS:
● .majority of respondents have heard about asian paints.
● .majority of respondent give preference to quality of the product.
● .majority of respondents purchase the asian paints one or two times.
● .majority of the respondents said they will purchase any other brand.
● .majority of the respondents said they will purchase some other brand if they give more
discount
● .majority of the respondents have satisfied with asian paints.
● .majority of the respondents said higher margins brand promotion schemes pulls towards
asian paints.
● .majority of the respondents wants shining expectations in asian paints.
● .majority of the respondents will purchase the products in shops.
● majority of the respondents is not satisfied durability of asian paints
● .majority of the respondents will purchase the asian paints with every five years.
● .majority of the respondents will decide themselves.
● .majority of the respondents frequently use asian paints.
● .majority of the respondents said asian paints is most effective.
● .majority of the respondents will repurchase the asian paints.
● .majority of the respondents advertistment is the only reason to know about the asian
paints

48
5.2: SUGGESTIONS:

1. Paint manufacturing companies must understand the fact that Customers, for instance, do not
just buy the technically superior or low cost product; they seek out brands that offer emotional or
aspirational connections. Thus, while promoting products or in the process of innovation
companies must incorporate the relevant elements that will fulfill the consumers’ psychological
aspiration

2. The paint companies must promote technically superior premium products in the decorative
paints segment as this demand is fuelled by higher purchasing power, increased urbanization and
rising construction activity in the housing segment.

3. The company wants to give more advertistment about their new products.

4. The company wants to give more offer to the customer.

5. The paint manufacturers have to introduce various paint products with value-added features
like weather protection

6. In India most of the middle income population cannot afford buying air conditioners or could
easily bear its maintenance cost and high electricity bills. The paint manufacturers and markets
must consider the changing environmental conditions like global warming, constant heat or hot
climatic factors and should introduce more heat resistant or cool effect paints​.

49
5.3:CONCLUSION:
In India demand for paint can also be broadly categorized into new and refurbishing demand.
Fresh demand depends on new construction and growth in sales of the auto and consumer
durable sectors, while refurbishing demand is directly related to the disposable incomes and
higher aspirations of consumers i.e. both the ability as well as the willingness to spend. From the
desk research the researcher has understood that as the region plays catch up with the rest of the
country, the domestic paint industry is poised to grow steadily in the coming years. The
construction chemicals market in India is still very under-developed when compared to other
countries, such as China, which is much larger at nearly US $ 7.9 billion. Consumer awareness is
very low regarding new chemical techniques and construction aids. Margins are lower because
most contractors prefer low-cost chemicals to reduce the overall construction cost.

50
​BIBLIOGRAPHY
​WWW.GOOGLE.COM
​WWW.ASIANPAINTS.COM

AUTHOR :
1.​ ​AAKER
2. DUNNE and NARASIMAN

51
1.Gender
a).male b).female.
2. Occupation
a) self employed. b) employee c) student
3. Education qualification
a) u.g b) p.g c) 10th d) 12th
4. Age
5. Have you heard about asian paints
a) yes b) no
6. Give important reason for your preference for asian paints
a) quality b) price c) value d) availability
7. How many times do you purchase asian paints
a) 1 b) 2 c) 3 d) 4
8.if asian paints is not available in the shop would you like to purchase any other brand
a) yes b) no
9. If you get more discount on any other brand would you go for that
a) yes b) no
10. Are you satisfied with asian paints
a) yes b) no
11. What type of brand promotion scheme pulls you towards asian paints
a) discounts b) higher margins c) gifts d) others
12. What expectations you want in the asian paints
a) shining b) attractive c) longer duration d) safety
13. From where did you buy the asian paints
a) market b) shop c) supplier
14. If not which factor are you not satisfied with
a) quality b) durability c) colour combination
15. For what time you purchase asian paints
a) monthly b) yearly c) every 3 years d) every 5 years

52
16. Who is the decider at your home
a) father b) mother c) myself
17. How frequently you use asian paints
a) party b) marriage c) festival d) other occasion
18. Is asian paints is most effective
a)yes b) no
19. Have you re-purchase the asian paints
a) yes b) no
20. From where did you get to know about asian paints
a) advertistment b) newspaper c) painter d) friends

53