Customer Satisfaction in Reference to Asian Paints ltd
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Customer Satisfaction in Reference to Asian Paints ltd

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This is my college Research Project for M.Com. ...

This is my college Research Project for M.Com.
Customer Satisfaction in Reference to Asian Paints ltd.
by: Reeha(Ayesha) V.Shaikh, M.com in Buss. Admin., Pune University , India.

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  • 1. Asian Paints, India ABSTRACTMY project gives brief study, on what is customer satisfaction and the techniques ofachieving Customer Satisfaction. It also provides significance of the conducting thecustomer satisfaction research and how and when to conduct it.Based on the topic, this project analyzes the “CUSTOMER SATISFACTION " INREFERENCE TO THE ASIAN PAINTS LTD”It gives a brief report on the profile of the Asian Paints Co. About its vision , history,current status, its achievements as a firm in the paint industry. The project alsospeaks on its various product profiles and its future plans.It shows what strategies the Asian paints ltd have used for satisfying the customers.To undertake the research the questionnaire is prepared so as to know how much thecustomers are satisfied after using Asian Paints, are they willing to be a loyalcustomers or do they prefer other brands. The survey reflects the areas where thecompany needs to improve and the areas where it from where it has gained itspopularity.Investigated and compiled by: Shaikh Reeha Vasi, Published by: Publications on: March 28, 2010
  • 2. Asian Paints, India CHAPTER- I INTRODUCTIONInvestigated and compiled by: Shaikh Reeha Vasi, Published by: Publications on: March 28, 2010
  • 3. Asian Paints, India The field of my research is Customer Satisfaction which focuses oncustomer‘s perceptions . Many firms are interested in understanding what theircustomers thought about their shopping or purchase experience, because finding newcustomers is generally more costly and difficult than servicing existing or repeatcustomers.Such researches provide a wider scope to the firms in the terms of high customersatisfaction.Definition:CUSTOMER SATISFACTION―Customer Satisfaction , business term of how the products and the services suppliedby the company meet or surpass the customer expectation. It is the key performanceindicator within the business.‖ By , Berlin AsongCustomer satisfaction can greatly achieved by imparting Customer RelationshipManagement(CRM) in the company.BUSINESS TECNIQUES OF CUSTOMER SATISFACTION One of the key customer satisfaction techniques is the need to provide front line employees with the ability to respond to customer situations quickly without the need to ‗ask for permission‘. Innovation drives customers satisfaction. As customers needs keep changing, an innovation-driven company is capacitated to exceed customers expectations. To provide after sale services. Listen actively and carefully. Anticipate that the customer will be asking questions. They may be easy, they be hard. But encourage them anyway. If you cannot provide an answer, promise to find out the answer from someone who can. Be patient, look from the customers point of view and work from there. This point of view will always give you the best outlook on the situation. Always keep a smile on your face when dealing with customers which can lead to customer satisfaction. This positive attitude can rub off and turn a potentially negative situation into a positive experienceInvestigated and compiled by: Shaikh Reeha Vasi, Published by: Publications on: March 28, 2010
  • 4. Asian Paints, IndiaRECENT METHODS THAT TODAYS FIRM ADOPT TOINCREASE THE CUSTOMER SATIFACTIONIn order to stay competitive and remain profitable, businesses have to focus on thequality of their customer service. Companies that invest time, energy and money intodeveloping and nurturing quality so customers can have a satisfactory experience aregoing to be more profitable and better likely to experience more sustained growthover the long-term.*Customer-Centric Attitude.Operations should be customer-centric meaning that the customers best interestsshould always be foremost. Service should be offered in a helpful way and with asmile. Both management and employees should show interest towards the customerand strive to give them a good experience.Todays companies must strive even harder than abiding by this golden rule ofcustomer service.*Customer care.Is something which is done even after the product is purchased. Many companies areinterested in knowing the reason why consumers have purchased the goods andservices or even the goods are not purchased. Managers interested in customer caretry to collect a database as to why the customers have purchased the competitorsproduct and service and what will be the level of satisfaction if it is introduced in ourproduct or service. And also to find the level of expectations and their level ofdissatisfaction.*Customer focus.Is attained when everyone in the organization make efforts to focus the activitiestowards the satisfaction of the customers right from the stage of new product planningand to product modification to the stage of elimination of the goods and serviceseverything revolves around the customers. All the activities are focused on thecustomer satisfaction.*Customer Service TrainingAnother strategy to improve customer satisfaction is to invest in customer servicetraining. All employees should be on board with how to treat customers and help themgain a valued experience. The quality of customer service can easily make or break abusiness.Investigated and compiled by: Shaikh Reeha Vasi, Published by: Publications on: March 28, 2010
  • 5. Asian Paints, IndiaThe experience the people have received is the most important aspect in selling pureservices or services with tangible goods. Once the customers is satisfied with theservice his loyalty towards that product or company is at its peak.Companies today are doing a lot of self- introspection that they are really giving thesaid services to the customers. The important questions asked is ― Is service our topPriority?‖ Are the customers satisfied?‖ Are we improving on the quality of theservices regularly?‖Companies are spending more money and time to see that the services are evaluatedand improved as per the expectations of the customers. In fact , the companiesglobally known for their services are always in the process of finding opportunities toimprove on the quality of the services.Better results can be seen when the organizations makes use of external, internal, andinteractive marketing.*CommunicationCommunication with customers is also important. Its a good idea to always providecustomers with ways they can contact you and offer ways to contact them (if theychoose). Offering e-mail, telephone line, web contact or other ways for customers tooffer comments and/or complaints is of value.* Customer Relationship Management SoftwareCustomer Relationship Management is a process of managing detail informationabout individual customer and carefully managing all the customers touch points withthe aim of maximizing customer satisfaction and customer loyalty.Customer Relationship Management Software. Customer relationship management(CRM) software has become a strategy many companies employ to help increasecustomer satisfaction. Through using CRM tools and accompanying philosophy,businesses can examine and analyze what customers want and strive to meet thisdemand before they even walk in the door.BENEFITS CRM aims at individual customers. It tries to develop customers relationship by looking into his needs and requirements. CRM helps in two way communication by understanding the messages of the customers and responding to it. Thereby gaining customer loyalty. CRM helps to customize the products and thereby reducing the rate of customer defection. CRM tells the company what product or service the customer needs today and what it will need in future.Investigated and compiled by: Shaikh Reeha Vasi, Published by: Publications on: March 28, 2010
  • 6. Asian Paints, India*Ask for FeedbackBeing interested in customer feedback is always a valuable practice to engage in toincrease customer satisfaction. What better strategy and technique to find out how tosatisfy your customers than to ask them?Surveys, questionnaires, talking to customers as they shop, and then following upwith calls or e-mails are all good ways to get feedback.*Quality ControlQuality is important to customer satisfaction and the level of quality directly playsinto a business ability to meet customer expectations. Quality should be monitoredfor both service and the type of products offered; as a part of this guarantees and thewillingness to stand behind service and/or products is necessary.*Creating Customer DelightCustomer delight is when the standard of the goods and services are much higher thanthe expectations of the customers , this not only satisfies them but ssurprise anddelight them. To create customer delight the company will not only in crease thestandard of service but will train its personnel to deliver in its best possible mannerthe services as expected by the customers.Customer delight depends on the reliability factor oif the company. This is the abilityto perform what has been promised to the customer. Companies who focus oncustomer delights should be dependable and have accuracy in delivering the servicesto the customers.Companies with much attitude of empathy and always paying individual attention toits customers which in turn builds customer delight. The advantage is manifoldbecause it creates brand loyals and customer loyalty.Investigated and compiled by: Shaikh Reeha Vasi, Published by: Publications on: March 28, 2010
  • 7. Asian Paints, IndiaSignificance of Customer Satisfaction ResearchIn a competitive marketplace where businesses compete for customers, customersatisfaction is seen as a key differentiator and increasingly has become a key elementof business strategy. Customer satisfaction not only create loyalty among thecustomers but it increases the goodwill of the company by uplifting the market valueof the brand.Customer researches are conducted to answer who our customers are? What do theylike to buy?, when do buy and how do they buy?, it examines the taste, preferencesand the attitude of the customers. Mostly it tends to become qualitative motivationalresearch of customer behavior. Here, the self concept, ego, personality and life styleof the consumers are studied. There is an attempt to study beliefs, opinions of thecustomers.By conducting such researches the company can minimize its defects in the field ofproduction and can deliver high quality of services in relation to its competitors. Suchresearches can be carried by conducting surveys through interviews and questionnairemethods. These questionnaire methods form a path of getting the customers positiveand negative feedback. The company can then respond to feedback and can retain theexisting customers as well preventing them from shifting to other brands.A customer complaint could be the insight you have been seeking to learn why acertain product isnt moving. It can also be an indicator of personnel problems. If acustomer mentions that an item does not work properly, you can research and try torecreate the problem, potentially finding a fix that will increase sales. A customerscomplaint about an employees lack of knowledge may reveal a need for moreextensive training, while a grievance about poor customer service provides the chanceto address it with your staff.By doing so it creates confidence among the customers , leading to word-to-mouthpublicity which is more effective rather than t.v. commercials.Why measure the Customer Satisfaction?Customer satisfaction is tied directly to profitability. Well-established research byBain & Company found that, for many companies, an increase of 5% in customerretention can increase profits by 25% to 95%. The same study found that it costs sixto seven times more to gain a new customer than to keep an existing one. See ( fig.1.3)Investigated and compiled by: Shaikh Reeha Vasi, Published by: Publications on: March 28, 2010
  • 8. Asian Paints, India Fig- 1.3It is important to consistently measure and monitor that input. Without an effectivecustomer satisfaction research program in place, the company will be losing business,missing opportunities, and putting itself at a competitive disadvantage.In order to measure the customer satisfaction a Customer Satisfaction Survey has tobe carried out.A closer look at how to formulate survey questions.1. When to Conduct Customer Satisfaction Research?The answer depends on the size of the customer base and the purpose of the research.There are two key types of surveys, and they serve very different purposes:*Transactional surveys. solicit* feedback directly from the product or serviceuser about that particular encounter. They are conducted immediately after eachcustomer transaction.* Relationship surveys. collect input from people who have an ongoingrelationship with the company and have had multiple transactions. The respondentstypically are responsible for deciding whether to continue the working relationship. In many cases conducting both transactional and relationship surveys maybe appropriate.Investigated and compiled by: Shaikh Reeha Vasi, Published by: Publications on: March 28, 2010
  • 9. Asian Paints, India2. How to distribute the survey?The best means of distributing a survey depends on whether it is a transactional orrelationship survey. A transactional survey is conducted at the point of customercontact. Relationship surveys, on the other hand, are most cost-effectively conductedonline. Online data collection offers significant advantages over other modes ofinterviewing customers, and you should use it whenever possible. The advantagesinclude:*Speed. The Internet offers instantaneous distribution of survey and real-timeaccumulation and tabulation of results. This allows for immediate data analysis, evenwhile the survey is still in progress. The faster responses arrive, the faster they can beaddressed. In contrast, mail surveys suffer from long lag times and low response rates.*Candor. This is essential for research on sensitive subject matter where studiesindicate people are more likely to answer questions honestly on the Web than they areon the phone or in personal interviews. (Quirk‘s Marketing Research Review, 2003).Such responses provide insight into what a company is doing well and frequentlyprovide warning signs about the health of the business relationship.*Cost. The Internet eliminates postage and telephone costs as well as basic materialslike paper, staples, envelopes, and printing. Because it is self-directed, there is nointerviewer cost. Finally, it‘s more convenient.3. Design an Effective Customer Satisfaction Survey? A well designed customer satisfaction survey will help measure your progress towardthat goal. A quick way to get started and ensure a successful survey design.a) Ask Overall Satisfaction Early in the SurveyAsk the general satisfaction question at the start of the survey to avoid bias. This willallow measurement of customers‘ overall impressions of a company or anorganization prior to prompting them to think of specific aspects of the relationship.(see fig. 2.5) For example :The first question should be ―Overall, how satisfied areyou with bank X?‖ Then ask for specifics: their teller experiences, the availability ofATMs, etcInvestigated and compiled by: Shaikh Reeha Vasi, Published by: Publications on: March 28, 2010
  • 10. Asian Paints, IndiaFig. 2.5b) Use a 5-point Satisfaction ScaleQuestion scales should have descriptive labels associated with the numbers, and thetop of the scale should mean that customers are truly ―wowed.‖ The use of ―5-pointSatisfaction Scale‖ provide a sense of intensity of customers happiness with aproduct or service.(see fig.3.5) Fig. 3.5Investigated and compiled by: Shaikh Reeha Vasi, Published by: Publications on: March 28, 2010
  • 11. Asian Paints, IndiaAn insightful alternative to the 5-point satisfaction scale for customer service is a 5-point expectations scale. (see fig. 4.6). It provides clear direction and allowscustomers a polite way to suggest that a company has not done a great job. The 5-point Expectations Scale for Service Fig. 4.6c) Be Consistent in Your QuestionsConsistency is critical in customer satisfaction research.. The key measures ofcustomer satisfaction, including the overall satisfaction question and those askingabout specific aspects of the relationship, should all use the same scale. For example,if a 5-point satisfaction scale is used for the overall satisfaction question and 7-pointscales are used for other questions about timeliness of service or product quality, itwill be challenging to quickly uncover weaknesses in the businessd) Keep the Survey Short and FocusedAvoid the temptation to ask everything you‘ve ever wanted to know. The moreground you try to cover, the more likely it is that respondents will abandon the survey.If you build your own survey be sure to include all the key questions:  Overall satisfaction  An open-ended probing into the reason for the satisfaction rating  Likelihood of recommendation  An open-ended probing into the reason for the likelihood of recommendation  Likelihood of repeat purchase  Satisfaction with specific attributes of the product or service  An opportunity to provide additional feedbacke) Ask Demographic or “Firmographic” QuestionsInquiring about demographics or firmographics (company or industry type and size)enables you to analyze the data by different subgroups—such as new customers orregional customers.Investigated and compiled by: Shaikh Reeha Vasi, Published by: Publications on: March 28, 2010
  • 12. Asian Paints, IndiaInterpreting Survey ResultsWhen you‘re analyzing customer satisfaction survey results, the most important goalsare: Minimizing the low scores and improving the top scores. It is important to monitor the ―top two-box‖ satisfaction number, percentage of those who are very or somewhat satisfied. To call out to management the proportion of customers who are dissatisfied and to reduce those percentages. This is found by learning what those who provide high ratings have to say and reviewing the results of those who are dissatisfied with performance.f) Present Findings and Action ItemsCollecting customer satisfaction data is useful only if there is a process established todeliver recommendations, implement action plans, assign plan owners, and monitorplan execution, the resources allocated to meet that goal should be determined. Oncethe results have been compiled and analyzed, they should be presented tomanagement with recommendations for resolving the identified weaknesses. Thereshould be periodic meetings to evaluate progress.g) Contact CustomersIf possible, dissatisfied customers should be personally contacted to see if there issomething that can be done to improve their perception of the business. This isimportant to prevent negative word of mouth. The personal contact itself may succeedin doing that. Additionally, a discount or free product should be considered. If policiesor products are changed based on customers‘ feedback, those customers should becontacted to let them know about those changes and that their feedback was takenseriously.Investigated and compiled by: Shaikh Reeha Vasi, Published by: Publications on: March 28, 2010
  • 13. Asian Paints, India Objectives of Research: The primary objective of the my research is :  To know the significance of customer satisfaction and to search an optimum design for an effective customer satisfaction survey.  To track and measure the customer satisfaction in relation to Asian Paints as a product.  To know the requirements of the customer satisfaction.  To know the level of awareness of the Asian Paints as product. The secondary objectives of my research is to : To find what the customers want from Asian paints company. Whether there preferences for Asian Paints as a product is above the other competitors eg. Nerolac paints ltd. Reasons for brand shifting in case of negative feedback. Are the customers satisfied by the services provided by Asian Paints. Investigated and compiled by: Shaikh Reeha Vasi, Published by: Publications on: March 28, 2010
  • 14. Asian Paints, IndiaLIMITATIONS No personal interview could be conducted as most of the respondents of thequestionnaire were able to answer it only through mail. A limited sample size of 10 customers was considered because of time constraintand certain limited boundaries (not specifically mentioned). Research might notreflect the real target market as the total sample size is comparatively less to representthe entire population. The income of the customers was not considered. As information of income is notprovided by customers. Hence the level of satisfaction and purchase utility may varydue to this factor. This research is carried on random basis, and through email as mentioned above,therefore the customers are from different areas. Hence the results of this researchshould not be taken for one particular market place. This data is conducted at primary level therefore it might be subjected to bias. This research is carried by taking internet facility ,hence there is not directcontact with the customers.Investigated and compiled by: Shaikh Reeha Vasi, Published by: Publications on: March 28, 2010
  • 15. Asian Paints, India CHAPTER- II COMPANY PROFILEInvestigated and compiled by: Shaikh Reeha Vasi, Published by: Publications on: March 28, 2010
  • 16. Asian Paints, IndiaAsian Paints is Indias largest paint company and ranked among the top tenDecorative coatings companies in the world with a turnover of INR 66.80 billion.Asian Paints along with its subsidiaries have operations in 17 countries across theworld with 23 paint manufacturing facilities, servicing consumers in 65 countriesthrough Berger International, SCIB Paints – Egypt, Asian Paints, Apco Coatings andTaubmans.While working towards enhancing customer experience the management at AsianPaints looks at the bigger picture by being aware about environmental hazards. Allmanufacturing plants and units are certified environmentally safe.Asian Paints formulates , manufacture & sell the finest paints (the most suitable foreach need and giving good value for money to users) & provide the best possibleservice to it‘s customers characterized by Reliability & Responsiveness. The productsprovide surface protection & good appearance for all consumers while being safe toapply, not harmful to health and not adverse to the environment.Customers - the very core of all the business activities. From the beginning, AsianPaints has fostered a customer-centric approach to business. A simple but unbeatableconcept of "going where the customer is" drives all its retail strategies.VISIONAsian Paints aims to become one of the top five Decorative coatings companiesworld-wide by leveraging its expertise in the higher growth emerging markets.Simultaneously, the company intends to build long term value in the Industrialcoatings business through alliances with established global partners.Investigated and compiled by: Shaikh Reeha Vasi, Published by: Publications on: March 28, 2010
  • 17. Asian Paints, India HISTORY 1ST February 1942 Armed with little knowledge and great determination, Champaklal H. Choksey, Chimanlal N. Choksi, Suryakant C. Dani and Arvind R. Vakil get together to manufacture paint in a garage on Foras Road, Bombay. They name their company The Asian Oil & Paint Company, a name that they picked randomly from a telephone directory. 1945 Asian Paints touches a turnover of Rs. 3,50,000, with an innovative marketing strategy "to reach consumers in the remotest corners of the country with small packs." 1954 Asian Paints mascot, Gattu, the mischievous kid, is born. 1957 - 66 The family-owned company makes the transition to a professionally managed organisation. British company Balmer Lawrie rejects the products of a giant British paint company in favour of Asian Paints. Asian Paints embarks on an ambitious grassroots marketing campaign, partnering with thousands of dealers in small towns all over India. 1967 Asian Paints emerges as Indias leading paint company ahead of any international competition. CURRENT STATUS Asian Paints becomes the 10th largest decorative paint company in the world Asian Paints is more than twice the size of its nearest competitor It is one of the most admired companies in India  Present in 22 countries with 27 manufacturing locations, over 2500 SKUs, Integrated SAP - ERP & i2 - SCM solution  Rated Best Employer by BT-Hewitt survey, 2000 Bluest of the blue chips by Hindu Business Line; Most admired company to work for by ET-BT survey, 2000  On the recommendations of Booz, Allen and Hamilton, Asian Paints restructured itself into Growth, Decorative and International business units and adopted SCM and ERP technology  Asian Paints aims to become the 5th largest decorative paint company in the world Investigated and compiled by: Shaikh Reeha Vasi, Published by: Publications on: March 28, 2010
  • 18. Asian Paints, IndiaFUTURE PLANSAsian Paints to accelerate growth of its non-decorative coatings businessApproves plans to enhance its relationship with PPG, to accelerate growth of the non-decorative coatings businesses in India.Asian Paints Signs MOU with Maharashtra Government to set up a Mega Project formanufacture of Paints and Intermediates at Kesurdi in MaharashtraThe Asian Paints Helpline introduced few years ago is a toll free service whereconsumers call and ask queries related to painting. The company has now extendedthis service to ASIAN PAINTS HOME SOLUTIONS, which offers painting servicesin addition to the paint. This service is available in 10 cities viz - Hyderabad,Bangalore, Kolkata, Delhi, Chennai, Ahmedabad, Mumbai, Pune, Coimbatore &CochinPRODUCT PROFILESAsian Paint has offered brands in all possible applications. Forinstance: tic / Acrylic Washable Distempers : TractorsSynthetic Enamel : Apcolite, Gattu oden Surfaces : Touch Wood, Silkwood, Apcolite Natural WoodfinishInvestigated and compiled by: Shaikh Reeha Vasi, Published by: Publications on: March 28, 2010
  • 19. Asian Paints, IndiaIndustrial Segment ubberfinishes, viny I & Polyurethane Systems.Automotives – an Acrlic Paint, Apca – nitro-cellulose based Paint, Aspa – anAllkyd, autocare.Primers ubstrate – Cement PrimerInvestigated and compiled by: Shaikh Reeha Vasi, Published by: Publications on: March 28, 2010
  • 20. Asian Paints, IndiaPLANTS OF ASIAN PAINTS INDIAN LTDINDIAN PLANTSAsian PlantsBhandup (Maharashtra) in IndiaAsian PlantsKasna (Uttar Pradesh) in IndiaAsian PlantsSriperumbudur in IndiaAsian Plants(Rohtak, Haryana)Investigated and compiled by: Shaikh Reeha Vasi, Published by: Publications on: March 28, 2010
  • 21. Asian Paints, IndiaOVERSEAS PLANTSBerger International PlantsBarbadosBerger International PlantsBahrainBerger International PlantsJamaicaBerger International PlantsSingaporeBerger International PlantsTrinidadInvestigated and compiled by: Shaikh Reeha Vasi, Published by: Publications on: March 28, 2010
  • 22. Asian Paints, IndiaAWARDS AND RECOGNITION Awarded the "Sword of Honour" by the British Safety Council for all the paintplants in India. This award is considered as the pinnacle of achievement in safetyacross the world. Forbes Global magazine, USA ranked Asian Paints amongst the 200 Best SmallCompanies of the world in 2002 and 2003 and amongst the top 200 Under a BillionFirms of Asia in 2005. Ranked 24th amongst the top paint companies in the world by Coatings World -Top Companies Report 2006. The Asset - one of Asias leading financial magazine ranked Asian Paints amongstthe leading Indian companies in Corporate Governance in 2002 and 2005. Received the Ernst & Young "Entrepreneur of the Year - Manufacturing" award in2003.Efforts taken by Asian Paints to improve their Customer SatisfactionA Customer Care Executive will record your requirement, interest in the service andschedule an appointment for a site visit.A Sales Associate will visit the home on the appointed date & time.:To understand your painting requirements.To explain the various products and painting systems available and suggest optionsgiven your need.To conduct a thorough site evaluation to understand present condition of thepaintable area.With the customer‘s consent, he will get measurements done for the chosen paintablearea through a panel applicator assigned for the job.To finalize the Painting Estimate as per the measurements, painting systems chosenand the standard rate card.The Sales Associate will introduce the customer to the Relationship Associate whowill be responsible for the execution of the job, and handover all points discussedwith customer so far, before start of the actual painting job.The panel applicator assigned will initiate the job, with regular supervision by theRelationship Associate.Investigated and compiled by: Shaikh Reeha Vasi, Published by: Publications on: March 28, 2010
  • 23. Asian Paints, IndiaThe Relationship Associate will set a work schedule in consultation with theapplicator for the job and share with customer, this will provide the timeline for thecompletion of the painting job, in a phase wise manner.The RA will supervise and ensure that the quality of painting is as per recommendedguidelines and the painters are taking due care of things apart from painting - eg.Covering and masking of non-paintable surfaces, ensuring a clean job, taking care offurniture and fixtures, etc.The RA may also advice the customer on suggested shade choices, usage of specialthemes.After completion of painting the RA will ensure professional handover of the site tocustomer post required cleaning.Post completion - the invoice & warranty card with a validity of 1 year on paint &application will be couriered to you.An independent agency will contact the customer for confirming satisfaction rating ondifferent parameters.During or after the painting process if there is any problem faced,, customer may getin touch with our customer care at 1800-209-5678 or mail the company atcustomercare@asianpaints.comInvestigated and compiled by: Shaikh Reeha Vasi, Published by: Publications on: March 28, 2010
  • 24. Asian Paints, India CHAPTER- III RESEARCH DESIGN & METHODOLOGYInvestigated and compiled by: Shaikh Reeha Vasi, Published by: Publications on: March 28, 2010
  • 25. Asian Paints, IndiaSources of Data CollectionPrimary source : The primary source of my data collection is carried through questionnaire method.Secondary source : As a secondary source the data is collected through various websites and booksmentioned in bibliography. Customer preference reports carried by previous investigators on Asian Paintscompany ltd were observed and studied.Sample descriptionMethod of Sample selection: The method of sample selection is carried through ,the Survey Method.(Questionnaire By Mail ). In this method the sample of the respondents are prepared.the questionnaire are then sent by post together with a covering letter explaining thepurpose of the study and requesting the respondents to extend his cooperation.Size of the Sample: The sampling units are the elements of research ,hence the sampling units in myresearch are the individuals. The sample size is the total number of units in the sample. Hence the total samplesize is 10 units.Sample Analysis: Itemised rating scale is used with four categories for more reliable ratings ofsatisfaction on various elements. Ratio scale is used for those elements , where the answers are more of specific innature. Example Yes or No. The data is summarized and compressed into tabulation form. Bar - graphs and pie charts are used to interpret the tabulated data and theinferences are drawn.Investigated and compiled by: Shaikh Reeha Vasi, Published by: Publications on: March 28, 2010
  • 26. Asian Paints, India CHAPTER - IV DATA PRESENTATION ANALYSIS & INTERPRETATIONInvestigated and compiled by: Shaikh Reeha Vasi, Published by: Publications on: March 28, 2010
  • 27. Asian Paints, India Analysis and Interpretation of Questionnaire no.1 (for general purpose) Observing and studying the questionnaire No.1 the data collected from it is processed into the following tabulation and graph form.Figure - 1Investigated and compiled by: Shaikh Reeha Vasi, Published by: Publications on: March 28, 2010
  • 28. Asian Paints, IndiaINFERENCE:From the above table , out of the 10 respondents, following is the inferences fordifferent elements.Overall Satisfaction: the overall satisfaction rate is 60%and the total dissatisfactionrate is 40%. The gap between the two is 60% - 40% = 20%. This means the overallsatisfaction rate is 20% more than the dissatisfaction rate. That shows improvementbut not at the sufficient rate.Sales Representative: the total satisfaction is 30% and the total dissatisfaction is70% out of which 20% are very dissatisfied. The gap between the dissatisfaction andsatisfaction is 70% - 30% = 40%. That means the dissatisfaction level is 40% morethat satisfaction level. This indicates that the company need more improvement in thisarea of business activity.Online Facility: the total satisfaction of the customers is 70%and dissatisfaction is30% .the satisfaction gap is 70% - 30% = 40%. It means the satisfaction rate is 40%more than the dissatisfaction rate. This means the company‘s performance is better inthis field. But out of 30% , 10% are very dissatisfied and 20%are somewhatdissatisfied. The company must find the reasons for such a dissatisfaction for the totalsuccess.Price Level: here the total satisfaction level is 40% and the total dissatisfaction is60% . Therefore the gap rate is 60% - 40% = 20%.. This means the dissatisfactionrate is 20% more than satisfaction level.Investigated and compiled by: Shaikh Reeha Vasi, Published by: Publications on: March 28, 2010
  • 29. Asian Paints, India Analysis and Interpretation of Questionnaire no.2 (for specific purpose) Observing and studying the questionnaire No.2 the data collected from it is processed into the following tabulation and graph form.Figure- 2.1Investigated and compiled by: Shaikh Reeha Vasi, Published by: Publications on: March 28, 2010
  • 30. Asian Paints, IndiaINFERENCE:From the above table, out of the 10 respondents, following is the inferences fordifferent elements;Colour, texture and smell: the total satisfaction level is 50% and the totaldissatisfaction is 50%. But out of the total rate of dissatisfied customers 40% aresomewhat dissatisfied and 30% somewhat satisfied. And therefore the gap betweenthe former and the latter is 40% - 30%= 10% . It means that the dissatisfaction rate is10% more than satisfaction level.Though the very satisfied customers are 20% who, are totally satisfied and have nocomplains regarding this element.Smooth wall surface: total satisfaction level of the customers is 70% ,therefore 30%totally dissatisfied . The gap between the two is 70% - 30% = 40%. This means thatthe satisfaction level is 40% more than the dissatisfaction level.This shows 70% of the customers agree that after using Asian Paints they get asmooth wall surface.Investigated and compiled by: Shaikh Reeha Vasi, Published by: Publications on: March 28, 2010
  • 31. Asian Paints, IndiaFigure - 2.2INFERENCE:From the above table , to my analysis, out of the 10 respondents, 10% of therespondents have experienced Adhesion on their walls after using Asian Paints.While the 90% of them have given a positive response, this shows the level ofincreased improvement.Investigated and compiled by: Shaikh Reeha Vasi, Published by: Publications on: March 28, 2010
  • 32. Asian Paints, IndiaFigure: 2.3INFERENCE:From the above table, to my analysis, out of the 10 respondents, 10% of therespondents have experienced blistering on their walls after using Asian Paints.While other 90% of them have no complains for this factor.Investigated and compiled by: Shaikh Reeha Vasi, Published by: Publications on: March 28, 2010
  • 33. Asian Paints, IndiaFigure- 2.4INFERENCE:From the above table, to my analysis, out of the 10 respondents, 10% of them haveexperienced yellowing of the wall after using Asian Paints.While 90% of them have given a positive response.But the company must take find the reasons for such yellowing of the walls.Investigated and compiled by: Shaikh Reeha Vasi, Published by: Publications on: March 28, 2010
  • 34. Asian Paints, IndiaFigure- 2.5.1Investigated and compiled by: Shaikh Reeha Vasi, Published by: Publications on: March 28, 2010
  • 35. Asian Paints, IndiaINFERENCE:From the above table (2.5) , out of the 10 respondents , 20% and 70% of them areaware of the Asian Paints Primers and Decorative paints respectively.Further 80% and 30% do have much idea regarding the usage of the Asian Paintsprimers and decorative paints respectively.From the table (2.5.1) , out of the 10 respondents, following is the inference for thedifferent elements:Primers : total satisfaction is 10% and the other 10% are very dissatisfied due to theinhalation of its strong fumes.Decorative Paints: total customers aware are 70%.out of which 40% are dissatisfiedcustomers and total satisfaction is 30%. Therefore the gap that prevails between thetwo is 40% - 30% = 10% . This means that the dissatisfaction is 10% more thansatisfaction rate.Investigated and compiled by: Shaikh Reeha Vasi, Published by: Publications on: March 28, 2010
  • 36. Asian Paints, IndiaFigure: 2.6INFERENCE:From the above table , to my analysis, out of the 10 respondents, 30% are not satisfiedand do not find the makeover and decorative ideas provided by the Asian Paintsuseful ,as they feel the Ideas do not work out as is shown in the t.v. commercials.While 70% of the respondents have provided with positive response.Investigated and compiled by: Shaikh Reeha Vasi, Published by: Publications on: March 28, 2010
  • 37. Asian Paints, IndiaFigure: 2.7INFERENCE:From the above table , to my analysis , out of the 10 respondents, 60% of therespondents feel that the t.v. commercials shown by the Asian Paints are misleading.As they found problems of colour fadedness, blistering, yellowing of the walls etc..This may bring them on verge of brand shifting. Hence the company must overcomethis problem as soon as possible.While other 40% have provided a positive response.Investigated and compiled by: Shaikh Reeha Vasi, Published by: Publications on: March 28, 2010
  • 38. Asian Paints, IndiaFigure- 2.8INFERENCE:Regarding the Service Sector of the Asian Paints, to my analysis, out of the 10respondents,For Response to Complaints: 60% of the respondents have given do find optimumsatisfaction from this sector of the company, out of which 20% are very dissatisfied,as they have not received any response to their complaints.While 40% have given a positive feed back.After Sales Service: 50% of the respondents have derived optimum satisfaction butthe other half are not satisfied by the after sales services provided by the company.Out of which 20% are very dissatisfied.Investigated and compiled by: Shaikh Reeha Vasi, Published by: Publications on: March 28, 2010
  • 39. Asian Paints, IndiaFigure- 2.9INFERENCE:Form the above table , out of the 10 respondents, 60% of them are giving morepreference to the other paints company like NEROLAC Paints company. As theyhave found satisfaction for a longer period of time in terms of paint quality as well asin price level.While 40% of the respondents have preferred Asian Paints over other paints.Therefore this shows an alarming situation for the company, where the company maylose their existing customers.Investigated and compiled by: Shaikh Reeha Vasi, Published by: Publications on: March 28, 2010
  • 40. Asian Paints, India CHAPTER - V FINDINGS AND RECOMMENDATIONSInvestigated and compiled by: Shaikh Reeha Vasi, Published by: Publications on: March 28, 2010
  • 41. Asian Paints, IndiaFINDINGS:The findings from this research shows that the company is working hard to maintainthe quality of its paints as the least number of the customers have some problemsregarding blistering , adhesion or yellowing of the wall. Almost 70% of therespondents have agreed that after using Asian Paints they get a smooth wall surface.But the certain dissatisfaction still prevails regarding the texture and smell of theprimers. One out of the ten respondents is totally disinclined towards Asian Paints thereason found out was the fumes of the primers affecting the health. Another haveexperienced cracks in the wall paints and have complained against the durability ofthe paints. Such dissatisfied customers have shown positive inclinition towards otherbrands such as Nerolac paints.Regarding the service department of the Asian Paints. This include, the servicesprovided by sales representative of which the total satisfaction prevailing is just 30%and the level of the dissatisfaction is 40%, more as the respondents have reported, thelocal dealers and team leaders are care free and do not respond to their complains.And in the fields of feedback to the complains, 20% more of dissatisfaction isprevailing than satisfaction. The After Sales Services shows equal levels totalsatisfaction and total dissatisfaction but 20% of then show that they are verydissatisfied.Incase of Online Facilities the respondents have provided with positive feedback. 40%rate of satisfaction level is more than the dissatisfaction level. This shows that theonline facilities have upward moving scale.Regarding the promotional activities, 6:10 is the ratio for dissatisfaction . That meansout of ten respondents undertaken six respondents feel that the commercials aremisleading because according to them they have not got the same effects as shown inthe t.v. commercials. And the other activities such as innovative ideas and makeoversits satisfactory ratio is 7:10 which shows effective efforts are being taken.Regarding the price level, 60% of the respondents feel that the prices of the AsianPaints are high. Out of which 20% are very dissatisfied as they are reluctant aftercomparing the prices with end results.Investigated and compiled by: Shaikh Reeha Vasi, Published by: Publications on: March 28, 2010
  • 42. Asian Paints, IndiaRegarding the inclination towards the Asian paints brands , 6:10 respondents preferAsian Paints over other paints. But still there are four other respondents who arepreferring other paint brands.The overall satisfaction of the Asian Paints ltd in general judged by the respondentsand brought down in this report is, 20% more than the overall dissatisfaction.Investigated and compiled by: Shaikh Reeha Vasi, Published by: Publications on: March 28, 2010
  • 43. Asian Paints, IndiaRECOMMENDATIONS:  Asian Paints must improve its service sector. If there are any complaints regarding the product of the Asian paints, the line officers must follow up with calls or emails , if required they must send their workers to repair the damaged caused due to the companys product.  There are complaints by the customers regarding the care- free behavior of the team leaders, resulting in poor customer satisfaction. To avoid this the management must try to change the behavior of the officers as well as team leaders. This can be done by bringing Change Management.  Asian Paints Co. must re-treat its primers, in its research laboratories to avoid the inhalation of the harmful fumes and make the products eco-friendly.  Asian Paints is one of the best paints , but certain weaknesses still persist, regarding its colour fadedness, adhesion & smoothness. Therefore to avoid this the company must have a regular check on its production department and quality department and every activity related to the development of the product. They can do this on regular intervals by adopting techniques like Kaizen technique and Total Quality Management.  The customers feel that the advertisements are misleading and fraud. Therefore to remove this negative attitude of the customers the company can demonstrate how to use a particular product and how to utilize and maintain it at its maximum level. At last how to obtain an advertisement look.Investigated and compiled by: Shaikh Reeha Vasi, Published by: Publications on: March 28, 2010
  • 44. Asian Paints, India BIBLOGRAPHY1) Dr. P.C. Pardeshi, ‗ Marketing Management‘, Marketing Research, NiraliPrakashan, Pune , June , 1999, Page no. 6.12) Dr. Shaila Bootwala , D.J. Penkar, V.K. Behere, ‗Modern Marketing Management‘,Customer Relationship Management, Nirali Prakashan, Pune, June 2006 , Page no.5.13) Sharps, ‗Research Methodology‘, Choice of Research Method, Sharp Publisher,Pune , 2008, Page no. 39Websites:1) Best Techniques to create Customer SatisfactionBy, Berlin Asong and Glenn MagasAdditional Information on this article can found athttp://www.helium.com/items/1649585be-st-techniques-to-create-customer-satisfaction2) Business Strategies to Increase Customer SatisfactionBy,Doc PrattMore info at: http://www.helium.com/items/1524563-business-strategies-that-improve-customer-satisfactionby Leigh GoessiMore info at: http://www.thecrmdoctor.com/questionanswerpage.htm#Why CRM3) Measuring and Tracking Customer satisfactionDetail info. can be found at:http://www.zoomerang.com/Whitepaper/Measuring-Tracking-Customer-Satisfaction/4) http://managementhelp.org/customer/satisfy.htm#anchor42930230935) http://homerepair.about.com/od/exteriorhomerepair/ss/paint_failures.htmInvestigated and compiled by: Shaikh Reeha Vasi, Published by: Publications on: March 28, 2010
  • 45. Asian Paints, India APPENDIXInvestigated and compiled by: Shaikh Reeha Vasi, Published by: Publications on: March 28, 2010
  • 46. Asian Paints, IndiaGlossaryAdhesion of paint: Peeling due to poor adhesion is characterized by the paint peelingand separating from an earlier paint layer (intercoat peeling) or from the substrateleaving some paint behind. Sometimes portions of earlier paint layers are visibleunder the curling, peeling paint layer.Blistering of paint: Blistering paint is identified by small to medium sized bubblesor blisters under the paint film and is most common on wood siding and trim.Primers: A primer is a preparatory coating put on materials before painting. Primingensures better adhesion of paint to the surface, increases paint durability, and providesadditional protection for the material being paintedRatio Scale: Ratio is the relationship between the two numbers. Ratio Scale data is afactor which gives the information regarding the relation existing between two ormore identical geometrical figure.Itemised rating scale : Itemised rating scale is also called as numerical scale.Limited number of categories in terms of their scale position is selected in this ratingscale. Scales with five or seven categories are employed for this purpose. The moreclearly defined the categories , the more reliable ratings are likely to be.Firmographic data: Find all the information you need to target new prospects aswell as gain valuable intelligence on your existing customers. By segmenting yourmarketing list, identify the right product to offer each prospect and ultimately expandyour customer base.Other types of research method:Observational method: Observation is the method of recognizing and recording thebehavior of the people, objects and events rather than asking for the information.Experimental method: This method allows a maximum degree of control and isranked as relatively high with respect to the data accuracy since the ability to controlthe variables of interest tend to produce relatively error free data. Experimentalmethod is limited to the collection of the primary data .Field Investigation method: It is the direct communication between the researcherand the respondents.Investigated and compiled by: Shaikh Reeha Vasi, Published by: Publications on: March 28, 2010
  • 47. Asian Paints, IndiaPanel research: When the researcher interviews the same sample group two or moretimes or secures data from them on two or more occasions, it can be said there ispanel research.Sampling: The process of sampling involves any procedure using a small number ofitems or parts of the whole population to make conclusions regarding the wholepopulation. A sample is a subset or some part of the whole population.Sampling unit: The sampling unit is the basic unit containing the elements of thepopulation to be sampled. Eg. Individuals , social group.Sampling frame: A sampling frame is a means of representing the elements of thepopulation. A sampling frame may be a telephone directory.Sample size: It the total number of units in the sample. The size of sample bears adirect relationship to accuracy time, cost and administration of investigation.Other types of Business Researches:Product research: Under this research it is necessary to define the product mix, itslength and breadth. There are various attribute of the product. Each attribute can beexamined by this research.Price research: Under price research some of the issues examined are , what price isto be charged? What should be the basis of pricing? Is price rise inevitable? Will ithave any effects? Etc .Distribution research: It studies about two aspects, the structure of the distributionchannel and its research.Promotion research: The research carried on promotional activities to increasesales.Market research: It studies the physical dimensions of a market - its location , size,competition, channel structure.Sales research: Sales turnover of different products, in different territories is studied.They also study about the profitability of the different sales groups. Sales trends arealso analyzed.Corporate research: Here research scans the environments, conducts analysis, andtries to adopt the strategies, objectives systems and structure to match theenvironment. The research here is integrated to overall corporate plan.Investigated and compiled by: Shaikh Reeha Vasi, Published by: Publications on: March 28, 2010
  • 48. Asian Paints, IndiaInternational marketing research: Here the research is conducted abroad oroverseas through an outside agency preferably native to that country. It gives to boostto export sales , and gives an idea as to how to adopt the product to a differentmarketing environment. It is conducted in local language.Marketing research on services: The research conducted for the service sector. Theservice sector includes banking , insurance, road transport, rail transport , etc.Industrial marketing research: Research carried for the industrial products likecapital tools and machineries.Types of Data:Primary data: Primary data are the data that have been observed or recorded byresearches for the first time to their knowledge. Sources of primary data are thesampling units chosen. It can be carried through Observation, Experiment, Surveysand other methods.Secondary data: Secondary data may be described as those data that have beencomplied by some agency other than the user. Secondary sources of data may be oftwo types; internal data and external data.Attached:Questionnaire no.1Questionnaire no.2Investigated and compiled by: Shaikh Reeha Vasi, Published by: Publications on: March 28, 2010
  • 49. Asian Paints, India QUESTIONNAIRE NO-1 (for general purpose)1. What is your overall satisfaction rating with Asian Paints ltd 4 3 2 1 Very satisfied somewhat satisfied some what very dissatisfied dissatisfied Please tell us why you feel that way2. Please rate your level of satisfaction with your sales representative in the following areas. 4 3 2 1 Very satisfied somewhat satisfied some what very dissatisfied dissatisfied ResponsivenessProfessionalismUnderstanding my needs3. Are you satisfied by online facilities provided by Asian Paints? 4 3 2 1 Very satisfied somewhat satisfied some what very dissatisfied dissatisfied4. Regarding the price level fixed by Asian Paints did you find it satisfactory? 4 3 2 1 Very satisfied somewhat satisfied some what very dissatisfied dissatisfied QUESTIONNAIREInvestigated and compiled by: Shaikh Reeha Vasi, Published by: Publications on: March 28, 2010
  • 50. Asian Paints, India NO-2 (for specific purpose)1. Are you satisfied by the quality of the Asian paints in the terms of smell, shine , texture, colour? 4 3 2 1 Very satisfied somewhat satisfied some what very dissatisfied dissatisfied2. Are you satisfied by the smooth wall surface you get after using Asian paints? 4 3 2 1 Very satisfied somewhat satisfied some what very dissatisfied dissatisfied3. Do you experience paint peeling or poor adhesion ? YES NO4. Are you facing problems of blistering? YES NO5. Do you experience sags and runs? YES NOInvestigated and compiled by: Shaikh Reeha Vasi, Published by: Publications on: March 28, 2010
  • 51. Asian Paints, India6. After using Royale Asian Paints do you experience Yellowing of the wall colour ? YES NO7. Do you experience microbial growth on the walls after using Asian Paints? YES NO8. Have you used Asian Paint Primers ?( Asian Paints Acrylic Wall Putty, Primer ST, Primer WT, etc) YES NO ORIf yes, do you find the Asian Paints Primers satisfactory? 4 3 2 1 Very satisfied somewhat satisfied some what very dissatisfied dissatisfied9. There are various Decorative Paints for Exterior walls, Interior walls, Metal surfaces, Wood surfaces. Have you used any of them ? YES NO ORIf yes, did you find it satisfactory ? 4 3 2 1 Very satisfied somewhat satisfied some what very dissatisfied dissatisfiedInvestigated and compiled by: Shaikh Reeha Vasi, Published by: Publications on: March 28, 2010
  • 52. Asian Paints, India10. Asian Paints provide expert help in makeovers and decorative ideas. Did you find it useful? YES NO11. Do you feel the T.V. commercials of Asian Paints Company are misleading? YES NO12. Asian Paints ltd provide a separate section for complaints. Did you ever had a complain for Asian Paint‘s products or its services? YES NO ORIf, yes did you find the response given, satisfactory? 4 3 2 1 Very satisfied somewhat satisfied some what very dissatisfied dissatisfied13. Do you feel satisfied by the after sales services provided by Asian Paints ,in terms of tips on the post application and maintenance, invoice, warranty card, etc. 4 3 2 1 Very satisfied somewhat satisfied some what very dissatisfied dissatisfied14. Do you think Asian Paints are more satisfactory than other paints? YES NOInvestigated and compiled by: Shaikh Reeha Vasi, Published by: Publications on: March 28, 2010
  • 53. Asian Paints, India15. Would you like to give any suggestions to the Asian Paints regarding their product or services? YES NO ORIf yes, please write in the given box:Investigated and compiled by: Shaikh Reeha Vasi, Published by: Publications on: March 28, 2010
  • 54. Asian Paints, India Customer Satisfaction Research In relation to Asian Paints ltd Masters of Commerce Business Administration ProjectThis survey is a part of Mcom. Business Administration project. It isconducted to know the extent of satisfaction that the customers aregaining by using Asian paints. Such efforts are not collected by theinvestigators of Asian Paints ltd, neither it will be handed personally tothe company. Therefore you are requested to fill the questionnaireattached and the initials below:Name: ___________________________________Address: ___________________________________Phone no.: ___________________________________email id: ___________________________________ By Shaikh Reeha Vasi (student)Investigated and compiled by: Shaikh Reeha Vasi, Published by: Publications on: March 28, 2010
  • 55. Asian Paints, India DECLARATIONI, the undersigned, hereby declare that the Project Report entitled“Customer Satisfaction Research” written and submitted by me to theUniversity of Pune, in partial fulfillment of the requirement for the awardof degree of Master of Commerce in Business Administration under theguidance of Prof. Shaikh Shirin Naz is my original work and theconclusions drawn therein are based on the material collected by myself.Place: Pune ResearchDate:Student Shaikh Reeha VasiInvestigated and compiled by: Shaikh Reeha Vasi, Published by: Publications on: March 28, 2010
  • 56. Asian Paints, India ACKNOWLEDGEMENTI express our deep sense of gratitude and indebtedness to the Principal,Mr. EM Khan and Vice Principal and Head of the CommerceDepartment ,Dr. Shaila Bootwala of Abeda Inamdar Senior College,Pune, for the encouragement given to me to complete the project and for the facilities provided to me through out the project.I am thankful to our guide and coordinator Prof Shaikh Shirin Naz forher valuable guidance and kind cooperation right from the beginning of the project report.I am thankful very much for her kind constant encouragement and guidance shown during the course of our project..Last but not the least, I would like to express my sincere thanks to all therespondents. SHAIKH REEHA VASIInvestigated and compiled by: Shaikh Reeha Vasi, Published by: Publications on: March 28, 2010
  • 57. Asian Paints, IndiaInvestigated and compiled by: Shaikh Reeha Vasi, Published by: Publications on: March 28, 2010
  • 58. Asian Paints, India CUSTOMER SATISFACTION (A Study with reference to Asian Paints India Ltd.) A Project report submitted to Pune University , Pune, Maharashtra. In fulfillment for the award of the degree of MASTER OF COMMERCE IN BUSINESS ADMINISTRATION By SHAIKH REEHA VASI Under the esteemed guidance of PROF. SHAIKH SHIRIN NAZ DEPARTMENT OF COMMERCE ABEDA INAMDAR SENIOR COLLEGE (Affiliated To, and Approved by University of Pune ) PUNE- 411001 2010-2011Investigated and compiled by: Shaikh Reeha Vasi, Published by: Publications on: March 28, 2010