A STUDY ON
IMPACT OF PROMOTIONAL TOOLS ON BRAND AWARENESS.
WITH REFERENCE TO ASIAN PAINTS @ VISAKHAPATNAM
A project report submitted to Jawaharlal Nehru technological university in partial fulfillment for the
award of the degree of
“MASTER OF BUSINESS ADMINISTRATION”
(Enrollment No: 117L1E0060)
Under the Guidance of
DEPARTMETNT OF MANAGEMENT OF STUDIES
SRI VANI EDUCATIONAL SOCIETY GROUP OF INISTITUTION
(Affiliated to JNTU, Kakinada)
I hereby declare that the project work entitled “A STUDY ON BRAND AWARENESS
AND IMPACT OF PROMOTIONAL TOOLS ON BRAND AWARENESS, ASIAN
PAINTSDAIRY IN VIJAYAWADA, Is a genuine bonifide work done by me at ASIAN
PAINTSplant, and was not submitted to any other university or published any time before. The
project work is completed by me and has not been previously formed the basis for the award of a
degree/diploma or similar to this.
SRI VANI GROUP OF SOCIETY
CHEVUTURU, G.KONDURU (MANDAL) KRISHNA (D.T)
This is to certify that VADAPALLI MADHU, MBA student of “SRIVANI
INSTITUTE OF MANAGEMENT” has completed the project report entitled “A
STUDY ON BRAND AWARENESS AND IMPACT OF PROMOTIONAL TOOLS ON
BRAND AWARENESS”, ASIAN PAINTSDAIRY IN VIJAYAWADA, in Finance &
Accounts Department from 07-05-2012 to 10-06-2012 under my guidance.
I would like to thank each and every employee who has directly or indirectly
helped me in carrying out this project. I am thankful to the ASIAN
PAINTSDAIRY IN VIJAYAWADA, for giving me an opportunity to undertake
my project work.
I express my sincere thanks to Mr. RAJA TALLURI, SRI VANI SCHOOL
OF MANAGEMENT CHEVETURU for providing me the opportunity to undergo
this project work.
I also express my sincere thanks to Sri. KOLLI RAVI KUMAR, Director of
SRI VANI SCHOOL OF MANAGEMENT for providing me the opportunity to
undergo this project work.
I do record my everlasting thanks and feeling of gratitude to my project
Guide Mr. MOHAN. T (Marketing Manager) for her constant moral support
and valuable guidance in successful completion of the project work.
Finally I would like to thank other faculty members for their extended co-
operation & suggestions which have helped a lot.
Lastly, my heartfelt gratitude to my family and friends for their co-operation.
TABLE OF CONTENTS
COMPANY DETAILS 14-40
RESEARCH METHODOLOGY 42-51
DATA ANALYSIS & INTERPRETATION 53-84
FINDINGS & SUGGESTIONS 85-91
Marketing is fast moving and exciting activity in every body‟s activates. The
sellers, distributors, advertising agencies, consultants, transporters, financiers, store
agencies and every one as a consumer are part of the marketing system. Any exchange
process, be it consumer goods, intermediary goods, services of ideas, comes under the
preview of marketing. It is very often regarded that the development of markets and
marketing is synonymous with the economic development of a country. Through
marketing is an age-old activity; it has developed recently as an action discipline. In the
ever-growing corporate world, marketing is being regarded as a crucial element for the
success of an Enterprise.
Brands vary in the amount of power and value they have in the market place. A
powerful brand has high brand equity. Brand equity is the positive differential effect that
knowing the brand name has on customer response to the product or service. Companies
must carefully manage their brands. First, the brands positioning must be continuously
communicating to consumers. Major brand marketers of often spend huge amounts on
advertising to create brand awareness and to build preference and loyalty. Advertising
campaigns can help to create name recognition, brand knowledge, and maybe even some
brand reference. However, the fact is that brands are not maintained by advertising but by
the brand experience. Today, customers come to know a brand through a wide range of
contacts and touch points. These include advertising, but also personal experience with
the brand, word of mouth personal interactions with company people, telephone
interactions, company web pages, and many others. Any of these experiences can have a
positive or negative impact on brand perceptions and feelings. The company must put as
much care into managing these touch points as it does into producing its ads.
Perception can be described as “how we see the world around us.” Two
individuals may be subject to the same stimuli under apparently the same conditions, but
how they recognize them, select them, organize them and needs, value, expectations and
the like. The influence that each of these variables has on the perceptual process and its
relevance to marketing, will be examined in some detail. First, how ever, we will
examine some of the basic concepts that underline the perceptual process.
Perception is defined as the process by which an individual selects,
organizes, and interprets stimuli in to a meaning full and coherent picture of the world. A
stimulus is any unit input to any of the senses. Examples of stimuli include products,
packages, brand names, advertisement, and commercials. Sensory receptors are the
human organs that receive sensory inputs. This sensory function is to see, here, smell
taste and feel.
Perception is the process by which individual selects, organize, and
interpret stimuli into meaning full and coherent picture of the world. It has strategy
implication for marketers because consumer makes designs based on what they perceive,
rather than on the basis of objective reality.
Consumers subconsciously exercise a great deal of selectivity as to which aspects
of the environment – which stimuli – they perceive. An individual may look at some
things ignore others, and turn away from still others. In total, people actually receive -–or
perceive – only a small fraction of the stimuli to which they are exposed.
NEED FOR THE STUDY:
Brand image is the repetition of the product gain through its brand name. Building
brand image helps the organization in achieving targeted sales and to sustain in the
market for a long time. It helps the organization in increasing the awareness level of
students and also makes the product competitive in the market.
Every organization needs to improve level of brand awareness and identify
customer preferences for various products so that they can implement measures for
enhancing brand awareness and for attracting prospects. Hence a study has been
undertaken on brand awareness in schools.
• To study and analyze the awareness level of ASIAN PAINTS in
• To identify and analyze factors that influences the customer preference.
• To measure the impact of promotional tools on Brand awareness
• To find the attitude of the school children towards the HERITAGE.
• To identify the various sources through which brand awareness in
VISAKAPATNAM can be created.
• To find the preferences of VISAKAPATNAM city.
SCOPE OF THE STUDY:-
The study contains important data about brand awareness in schools and the
performance of ASIAN PAINTSbrand. It will be useful to the company.
• This study has been restricted to one citi only.
• It was not possible to cover each and every area.
• In a few places the respondents were not prepared to the answer of the
• The information given by people‟s may be biased.
Research design is the plan, structure and strategy of investigation conceived so as
to obtain answers to research questions.
Descriptive research design was chosen for the present study.
Data sources: The study is mainly based on the data collection from primary as well as
Primary data: Primary data are data collected for specific purpose.
Primary data is collected directly from the students through administering
Secondary data: Secondary data are data that were collected for another purpose and
already exist somewhere.
Secondary data was collected from company records and catalogs.
Research approach: Survey method is adopted to collect the needed information from
Research instrument: Here for this study the researcher used well designed and
structured questionnaire as a research instrument it include both open & closed ended
questions. The questionnaire is personally administered to the respondents.
Definition of population: The population for the study includes people who prefer
ASIAN PAINTS brand.
Sampling procedure: For selecting the defined size of sample from the target
population convenience, a non probability sampling technique is adopted.
Sample size: A sample of 250 customer‟s was selected from the targeted population for
the present study.
Research Design : Descriptive in nature
Data Sources : Data collected from primary and secondary
Primary Data : Primary data is collected from the respondents
Through a structured questionnaire.
Secondary Data : Secondary data is collected from the company
Records and from net.
Research Approach : Survey method
Research Instrument : Structured questionnaire
Sample Size : 250
Sampling Procedure : Convenience Sampling
Statistical Tool : Percentage method, weighted average method
STATISTICAL TOOLS USED:
For the purpose of analysis, weighted average method and percentage method are
used for calculations and the result was interpreted. This test was used to minimize the
error of the data collected. Graphs were used to represent the data for the better and
accurate interpretation of the results.
Statistical tools used:
Simple tools are used for analysis purpose. They are as follows:
1. Percentage analysis
2. Weighted Average method
Percentage refers to a special kind of ratio in making comparison between two or
more data and to describe relationships between the data‟s. Percentage can also be used
to compare the relative terms, the distribution of two or more series of data.
WEIGHTED AVERAGE ANALYSIS
There are cases where the relative importance of the different items is not the
same. When, this so, the researcher can use the weighted arithmetic mean. The „Weight‟
stands for the relative importance of the different items. The formula for computing
weighted arithmetic mean is:
Xw = WX / W
Where -- Xw represents the weighted arithmetic mean
-- X represents the variable values, i.e., X1, X2, …..Xn.
-- W represents the weights attached to variable values, i.e.,
W1, W2,……, Wn, respectively.
An important problem that arises while using weighted mean is regarding
selection of weights. Weights may be either actual or arbitrary. i.e., estimated. Needless
to say, if actual weights are available, nothing like this. However, in the absence of
weights, arbitrary or imaginary weights may be used. The use of arbitrary weights may
lead to some error, but it is better that no weights at all. In practice, it is found that if
weights are logically assigned keeping the phenomena in view, the error involved will be
so small that it can be easily over looked.
PERIOD OF STUDY:-
The study period was about the 45 days i.e. from may 5th
to June 15th
Asian Paints is India's largest paint company and ranked among the top ten Decorative 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 the world with 23 paint manufacturing
facilities, servicing consumers in 65 countries through Berger International, SCIB Paints –
Egypt, Asian Paints, Apco Coatings and Taubmans.
While working towards enhancing customer experience the management at Asian Paints looks
at the bigger picture by being aware about environmental hazards. All manufacturing plants and
units are certified environmentally safe.
Asian Paints formulates , manufacture & sell the finest paints (the most suitable for each need
and giving good value for money to users) & provide the best possible service to it‟s customers
characterized by Reliability & Responsiveness. The products provide surface protection & good
appearance for all consumers while being safe to apply, not harmful to health and not adverse to
Customers - the very core of all the business activities. From the beginning, Asian Paints has
fostered a customer-centric approach to business. A simple but unbeatable concept of "going
where the customer is" drives all its retail strategies.
Asian Paints aims to become one of the top five Decorative coatings companies world-wide by
leveraging its expertise in the higher growth emerging markets. Simultaneously, the company
intends to build long term value in the Industrial coatings business through alliances with
established global partners.
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.
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."
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.
Asian Paints emerges as India's leading paint company ahead of any international competition.
• 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 SKU's, 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
• Asian Paints aims to become the 5th largest decorative paint company in the world
Asian Paints to accelerate growth of its non-decorative coatings business
Approves 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 for
manufacture of Paints and Intermediates at Kesurdi in Maharashtra
The Asian Paints Helpline introduced few years ago is a toll free service where consumers call
and ask queries related to painting. The company has now extended this service to ASIAN
PAINTS HOME SOLUTIONS, which offers painting services in addition to the paint. This
service is available in 10 cities viz - Hyderabad, Bangalore, Kolkata, Delhi, Chennai,
Ahmedabad, Mumbai, Pune, Coimbatore & Cochin
finishes, viny I & Polyurethane Systems.
Kirlo – an Acrlic Paint, Apca – nitro-cellulose based Paint, Aspa – an
Asian Metal Primer Redoxide
Tractor Redoxide Primer for Metal
Woodrite for Wood Substrate
Decorative – Cement Primer
PLANTS OF ASIAN PAINTS INDIAN LTD
Bhandup (Maharashtra) in India
Kasna (Uttar Pradesh) in India
Sriperumbudur in India
Berger International Plants
Berger International Plants
Berger International Plants
Berger International Plants
Berger International Plants
AWARDS AND RECOGNITION
• Awarded the "Sword of Honour" by the British Safety Council for all the paint plants in
India. This award is considered as the pinnacle of achievement in safety across the world.
• Forbes Global magazine, USA ranked Asian Paints amongst the 200 'Best Small
Companies of the world' in 2002 and 2003 and amongst the top 200 'Under a Billion Firms' 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 Asia's leading financial magazine ranked Asian Paints amongst the
leading Indian companies in Corporate Governance in 2002 and 2005.
• Received the Ernst & Young "Entrepreneur of the Year - Manufacturing" award in 2003.
Efforts taken by Asian Paints to improve their Customer Satisfaction
A Customer Care Executive will record your requirement, interest in the service and schedule 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 options
given your need.
• To conduct a thorough site evaluation to understand present condition of the paintable
• With the customer‟s consent, he will get measurements done for the chosen paintable
area through a panel applicator assigned for the job.
• To finalize the Painting Estimate as per the measurements, painting systems chosen and
the standard rate card.
The Sales Associate will introduce the customer to the Relationship Associate who will
be responsible for the execution of the job, and handover all points discussed with customer so
far, before start of the actual painting job. The panel applicator assigned will initiate the job, with
regular supervision by the Relationship Associate. The Relationship Associate will set a work
schedule in consultation with the applicator for the job and share with customer, this will provide
the timeline for the completion of the painting job, in a phase wise manner.
The RA will supervise and ensure that the quality of painting is as per recommended
guidelines 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 of furniture and fixtures,
etc.The RA may also advice the customer on suggested shade choices, usage of special themes.
After completion of painting the RA will ensure professional handover of the site to
customer 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 on different parameters. During or after the painting
process if there is any problem faced,, customer may get in touch with our customer care at
1800-209-5678 or mail the company at firstname.lastname@example.org
THEORITICAL CONCEPT OF
Students has a decision maker comes to the market place to solve his consumption
problems and to achieve the satisfaction of his needs.
The buying process is composed of a number of stages and is influenced by an
individual‟s Psychological Frame Work composed of his personality, motivation,
perception and attitude.
BRAND AWARENESS STAGE:
Firm’s Marketing Efforts
The student is exposed to the existence of a product that may satisfy a need. This
awareness may be an account of the search carried out by the student himself or
because of a firm‟s communications through advertising or salesmanship or through
social environments. Awareness may be neutral or active. When no need is currently
recognized by student the awareness is neutral because there is no immediate interest in it
and when the student is already aware of a product and subsequently recognizes a need,
then the product awareness is active, and immediately is converted into interest.
Student interest is indicated in the Consumer‟s willingness to seek further
information about the product.
Output is the end result of the inputs of student behavior. It emerges after these
inputs duly processed by the student. Output is composed of purchase and post-purchase
In earlier times, marketers could understand consumers through the daily
experience of selling to them. But the growth in the size of companies and markets has
removed many marketing managers from direct contact with customers increasingly.
Managers have had to rely on students research for answers to the following key
Who constitutes the markets - Occupants
What does the market buy - Objects
Why does the market buy - Objectives
Who participating in the buying - Organizations
How does the market buy - Operations
When does the market buy - Occasions
Where does the market buy - Outlets
Marketing and environmental stimuli enter the buyer‟s consciousness. The
buyer‟s characteristics and decision process lead to certain purchase decisions. The
marketers task is to understand what happens in the buyer‟s consciousness between the
arrival of outside stimuli and buyer‟s purchase decision.
Other Stimuli Buyer‟s
A consumer‟s behavior is also influenced by such social factors as reference groups,
family and social roles and status.
A buyers decision are also influenced by personal characteristics, notably the buyer‟s
age and life–cycle stage, occupation, economic, circumstances, lifestyle and
personality and self-concept.
The introduction stage starts when the new product is launched. It takes time to
roll out the product in several markets and to fill the dealer pipe lines, So sales growth is
apt to be slow.
In this stage, profits are negative or low because of the low sales and heavy
distribution and promotion expenses. Much money is needed to attract distributors and
fill the pipelines. Promotional expenditures are at their highest ration to sales because of
the need for a high level promotional effort to (1) inform potential consumers of the new
and unknown product, (2) induce trail of the product, and (3) Secure distribution in retail
There are only a few competitors, and they produce basic versions of the product.
Since the market is not ready for product refinements. The firms focus their selling on
those buyers who are ready to buy, usually higher – income groups. Prices tend to be on
the high side because (1) costs are high due to relatively low output rates, (2)
technological problems in production may have not yet been fully mastered, and (3) high
margins are required to support the heavy promotional expenditures which are necessary
to achieve growth.
MARKETING STRATEGIES IN THE INTRODUCTION STAGE :
In launching a new product, marketing management can set a high or a low level.
For each marketing variable, such as price, promotion, distribution, and product quality.
Considering only price and promotion, management can pursue one of the four strategies.
A rapid – skimming strategy consists of launching the new product at a high
price and a high promotion level. The firm charges a high price in order to recover as
much gross profit per unit as possible
A slow – skimming strategy consists of launching the new product at a high price
and low promotion. The high price helps recover as much gross profit per unit as
possible, and the low level of promotion keep marketing expenses down.
A rapid – penetration strategy consists of launching the product at a low price and
spending heavily on promotion. This strategy promises to bring about the fastest
market penetration and the largest market share.
A slow – penetration strategy consists of launching the new product at a low price and
a low level of promotion. The low price will encourage rapid product acceptance.
Table 1: Indicating the awareness of ASIAN PAINTS brand
S.NO. PRATICULARS NO.OF.RESPONDENTS PERCENTAGE
1 YES 168 67.20%
2 NO 82 32.80%
Total 250 100.00%
From the above table 67.20% of households are aware of brand ASIAN PAINTS. And 32.80%
of households don‟t knows about the ASIAN PAINTS brands
Table2: What are the product lines of ASIAN PAINTS” you are aware of?
S.NO PARTICULARS NO.OF.RESPONDENTS PERCENTAGE
1 ROYAL PLAY 52 31.00%
EMULSION 40 24.00%
3 DISTEMPORS 38 22.50%
EMULSION 20 11.90%
5 NONE OF THESE 18 10.71%
TOTAL 168 100
From the above table it is clear that out of 168 respondents 31.00% of house holds are aware of
ASIAN PAINTS ROYAL PLAY 24% of the house holdsare aware of ASIAN PAINTS PREMIUM
EMULSION 22.5% of house holdsare aware of ASIAN PAINTS DISTEMPORS and 22.50% of house
holdsare aware of TRACTOR EMULSION
Table3:- Indicating the consumption pattern of ASIAN PAINTSproducts.
S.NO PARTICULARS NO.OF.RESPONDENTS PERCENTAGE
1 ROYAL PLAY 52 31.00%
EMULSION 40 24.00%
3 DISTEMPORS 38 22.50%
EMULSION 20 11.90%
CARBONATION 18 10.71%
TOTAL 168 100
From the above table it is clear that out of 168 respondents 18.00% of house holdsare consuming
ASIAN PAINTSBIGBITE, 18.00% of the house holds are using ASIAN PAINTS ROYAL PLAY ,
17% of house holds are PREIUM EMULSION ASIAN PAINTSand 4% of house holdsare ASIAN
PAINTS, DISTEMPORS 7% of the households are consuming ASIAN PAINTS, TRACTOR
EMULSION 36% of the house holds are using more than one product of morethan one products of
ASIAN PAINTS products.
Table4- Indicating the information sources of ASIAN PAINTS
ADVERTISEMENT 62 37
2 FRIENDS 52 31
SHOPE KEEPERES 45 27
OTHERS 2 1
MORE THAN ONE 6 4
TOTAL 168 100
From the above table it is clear that out of 168 respondents 37% of the respondents came to
know about ASIAN PAINTSthrough ADVERTISEMENT, 31% of the respondents came to know about
ASIAN PAINTSthrough FRIENDS, 27% of the respondents came to know about ASIAN
PAINTSthrough SHOP KEEPERS, 1% of the respondents came to know about ASIAN PAINTSthrough
OTHER sources, 4% of the respondents came to know about ASIAN PAINTSthrough more than one
Table7:- Indicating the brand preference
From the above table it is clear that out of 168 respondents 74% of the respondents prefer other
brand to ASIAN PAINTS products., 26% of the respondents do not prefer other brands to
ASIAN PAINTS products.
Table 8:- Ranking the brands
JK WHITES 2
From the above table it is clear that ASIAN PAINTSas ranked as first by the respondents in
terms of their choice, JK WHITES was ranked as second by the respondents in terms of their choice, was
ranked as third by the NEROLAC respondents in terms of their choice, BIRLA was ranked fourth by the
respondents in terms of their choice.
TABLE 9:- Indicating the various attribute of the product
From the above table it is clear that out of 168 respondents 31% of the respondents look at
QUALITY while buying ASIAN PAINTS products, 17% of the respondents look at FRESHNESS while
buying ASIAN PAINTS products, 14% of the respondents look at quantity while buying ASIAN
PAINTS products, 11% of the respondents look at PRICE while buying ASIAN PAINTS products, 5%
of the respondents look at PACKAGING while buying ASIAN PAINTS products, 1% of the respondents
look at AVAILABILITY while buying ASIAN PAINTS products, 21% of the respondents look at
MORE THAN ONE attributes.
Table10: Indicating the disliked features of Dikes
Sino PARTICULARS NO.OF.RESPONDENTS PERCENTAGE
From the above table it is clear that out of 168 respondents 7% of the respondents don‟t like the
PRICE of the ASIAN PAINTSproducts, 10% of the respondents don‟t like the QUALITY of the ASIAN
PAINTSproducts, 7% of the respondents don‟t like the PACKAGING of the ASIAN PAINTSproducts,
18% of the respondents don‟t like the QUANTITY of the ASIAN PAINTSproducts, 44% of the
respondents don‟t like the NON AVAILABILITY of the ASIAN PAINTSproducts.
TABLE 11:- Indicating the recalling level of respondents
1 T.V 117 70
2 HOARDINGS 04 2
3 WALLPAINTINGS 18 11
NOT ABLE TO
From the above table it is clear that out of 168 respondents 70% of the respondents have recall the
T.V commercial, 2% of the respondents have recall the HOARDINGS, 11% of the respondents have
recall the WALL PAINTINGS, 17% of the respondents are NOT ABLE TO RECALL the advertisement.
TABLE 12:- Indicating the suitable media for brand promotions
PARTICULARS NO.OF.RESPONDENTS PERCENTAGE
T.V 76 45
BROCHERS 47 28
3 RADIO 45 27
From the above table it is clear that out of 168 respondents 45% of the respondents think that T.V
is the best suitable medium for brand promotion, 28% of the respondents think that BROACHES are the
best suitable medium for brand promotion, 27% of the respondents think that RADIO is the best suitable
medium for brand promotion
TABLE13:- Indicating the best promotional tool
PRICE OFF 27 16
DISPLAYS 37 22
SAMPLE 73 43
CONTEST 31 18
TOTAL 168 100
From the above table it is clear that out of 168 respondents 16% of the respondents fell
that PRICE-OFF will be the best promotional tool, 22% of the respondents feel that DISPLAYS
will be the best promotional tool, 43% of the respondents feel that SAMPLE will be the best
promotional tool, 18% of the respondents feel that CONTEST will be the best promotional tool.
TABLE14:- Indicating the best way to communicate the message
1 CELEBRITY 39 23
2 CORTOON 108 64
3 SLICE OF LIFE 9 6
4 FANTASY 11 7
5 TOTAL 168 100
From the above table it is clear that out of 168 respondents 23% of the respondents feel that
CELEBRITY will be the best tool to communicate the message, 64% of the respondents feel that
CORTOON will be the best tool to communicate the message, 6% of the respondents feel that SLICE OF
LIFE will be the best tool to communicate the message, 7% of the respondents feel that FANTASY will
be the best tool to communicate the message.
• Of the households, 67% are aware of ASIAN PAINTSproducts and remaining 33% are
not aware of ASIAN PAINTSproducts.
• Of the households who are aware of ASIAN PAINTSproducts, 37% are aware through
advertisement, 31% are aware through friends, 27% are aware trough shop keepers, and
1% is aware through others.
• Of the households 31% prefer ASIAN PAINTS rayal play, 24% premium emulsion,
22.5% prefer distempers and remaining 22.5% prefer More than one brands.
• Of the households 18% prefer, 18% prefer oteher brands of ASIAN PAINTS, 17% prefer
PREMIUM ,4% prefer Marie, 7% prefer magic and 36% prefer more than one Brands.
• Of the households who prefer heritage, 74% opined ASIAN PAINTS Brands as superior
in comparison with other brands and 26% perceived no difference when compared with
• Under sample survey declared ranks are ASIAN PAINTS stood first rank, JK WHITE
second rank, NEROLAC third rank, BRLA forth rank.
• Of the selected features of asian paints, households who prefer Brands rated quality as
first, followed by freshness, quantity , availability, packaging, price and some are like
more than one feature.
• Of the dislike features of Heritage, households who prefer Brands rated non availability
as first, followed by quality, packaging and taste.
• Of the households who recall the ASIAN PAINTS advertisement, 70% recall by
T.V.advertisement, 2% are recall by billboards, 11% are recall by WALL PAINTINGS.
• Of households suggest suitable media for Brand promotion, 45% are by T.V,28% are by
broachers, 27% are by Radio.
• Of the households suggest best medium to communicate by the advertisement, 23% are
by celebrity, 64% are by cartoon, 6%e by slice of life and 7% are by fantasy.
• All the households are purchasing the ASIAN PAINTSproducts from retailers
• Company need to take steps to increase sweetness of milk so that the company can attract
new customers and retain the existing customers.
• Company need to strengthen its distribution channel to increase availability and access
for the consumers who prefer ASIAN PAINTS brand.
• Company may design an advertising strategy to promote its products in order to increase
• Company may adopt sales promotion techniques, to attract households as they are major
consumers for the product.
• Company may adopt sales promotion techniques such as cash discounts, free offers etc.,
to attract retailer as he is main channel member in promoting the product to the
Brand awareness of ASIAN PAINTS and impact of promotional tools on Brand
• Are you aware of brand “ASIAN PAINTS”?
Yes [ ] No [ ]
• What are the product lines of “ASIAN PAINTS” you are aware of?
ROYAL PLAY [ ] TRACTOR EMULSION [ ]
DISTEMPERS [ ] PREMIUM EMULSION [ ]
• Which product of “ASIAN PAINTS” you consume the most?
• ROYAL PLAY [ ] TRACTOR EMULSION [ ]
• DISTEMPERS [ ] PREMIUM EMULSION [ ]
• What are the other products of “Heritage” you are aware of?
A) B) C) D)
• How do you know about Brand “Heritage”?
Advertisement [ ] Friends [ ]
Shop Keepers [ ] others [ ]
• How do you rate “ Heritage” in comparison to other brands?
High Price ___ ___ ___ ___ ___ Low Price
High Quality ___ ___ ___ ___ ___ Low Quality
Availability ___ ___ ___ ___ ___ Availability
• Do you prefer any other brand compared to “Heritage”?
If yes Why
If No Why
• Please rank the Brands in terms of your choice(in order of
Vijaya Dairy [ ]
Jercy [ ]
Model Diary [ ]
• What attributes you look at when you buy Milk and Milk products?
Price [ ] Quality [ ] Freshness [ ]
Packaging [ ] Taste [ ] Availability [ ]
• Any features which you don‟t like about “Heritage”?
Price [ ] Quality [ ] Packaging [ ]
Taste [ ] Non Availability [ ] Nothing [ ]
• Can you recall the advertisement of “Heritage” products?
Yes [ ] No [ ]
If Yes which media you have seen the advertisement?
T.V.[ ] Paper ads [ ] wall paintings [ ] If any other specify_____
• Which media do you think is the best suitable for brand promotions?
T.V. [ ] D to D [ ] Broachers [ ] If any other specify______
• Which promotional tool will be the best?
Price offs [ ] Displays [ ] Sample [ ] Contests [ ]
• Who do you think will be the best to communicate the message?
Celebrity [ ] Cartoon [ ] Slice of Life [ ] Fantasy [ ]
• “What is your opinion on ASIAN PAINTS brands?
• PHILIP KOTLER MARKETING RESEARCH
Prentice-hall of India PvtLtd.,New Delhi.
• G.C.BERI MARKETING RESEARCH
Tata Mc_GrawHill publishing company Ltd, New Delhi.
• C.R.KOTHARI RESEARCH METHODOLOGY
Wishwa prakasham publishers.
• LEON G.SCHIFFMAN CONSUMER BEHAVIOR
LESLIE LAZAR KANUK VI Edition
Prentice Hall of India PvtLtd, NewDelhi