Asian Paints MANGESH.pdf

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MINOR PROJECT REPORT ON
A STUDY ON CONSUMER SATISFACTION TOWARDS
ASIAN PAINTS
Submitted in partial fulfillment of the
requirement of
Bachelors of Business
Administration (BBA)
Session 2022-23
Under the guidance of Submitted by
Dr. Sarvendu Tiwari Mangesh Pandey
Associate Professor BBA -IV Semester
Enrollment No –
03025501721
JIMS ENGINEERING MANAGEMENT
TECHNICAL CAMPUS
48/4 Knowledge Park III, Greater
Noida-201306 (U.P.)

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DECLARATION
I hereby declare that this Minor Project Report titled “A study on consumer satisfaction towards
Asian Paints” submitted by me to JIMS Engineering Management Technical Campus a bona
fide work undertaken during the period from April to July by me and has not been submitted to any
other University or Institution for the award of any degree diploma / certificate or published any
time before.
(Signature of the Student)
Date: 15 June 2023
Name: Mangesh Pandey

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ACKNOWLEDGEMENT
I offer my sincere thanks and humble regards to JEMTEC, Greater Noida for imparting us very
valuable professional training in BBA.
I pay my gratitude and sincere regards to Dr Sarvendu Tiwari, my project Guide for giving me the
cream of his knowledge. I am thankful to her as she has been a constant source of advice, motivation
and inspiration. I am also thankful to her for giving his suggestions and encouragement throughout
the project work.
I take the opportunity to express my gratitude and thanks to our computer Lab staff and library staff
for providing me opportunity to utilize their resources for the completion of the project.
I am also thankful to my family and friends for constantly motivating me to complete the project
and providing me an environment, which enhanced my knowledge.
Date: 15 June 2023
Name: Mangesh Pandey
Enrollment No.: 03025501721
Course: BBA (IV SEMESTER)
(Signature of the Student)

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TO WHOM SO EVER IT MAY CONCERN
This is to certify that Mr./Ms.____________________________S/o./
D/o.______________________________________ Batch-2021-2024, Enrollment
No.______________, student of BBA, IV Semester at JIMS Engineering Management
Technical Campus, Greater Noida affiliated to Guru Gobind Singh Indraprastha
University, New Delhi, has prepared and submitted his/her Minor Project Report - II on the
topic,
“___________________________________________________________________.
___________________________________________________________________.
__________________________________________________________________” in the
month of ____________________ 2023.
I certify that the report is the original work done in the partial fulfillment of awarding Degree of
Bachelor of Business Administration (BBA).
Name of the Guide:
Signature of the Guide:
Date

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EXECUTIVESUMMARY
Unlike most other industry, the paint industry was relatively free of regulations. However for along time it was
perceived to be a luxury item and was subject to high levels of sales and excise taxes. The high excise duty
regime coupled with relatively low costs of investment in setting up a paint unit, made local manufacture and
distribution quite attractive. This lead to the emergence of a very large number of small manufactures
competing mainly in lower segment of the decorative paint market. Boom in Indian Housing Sector: Increasing
urbanization, cheaper housing loans and a shift from semi-permanent to permanent housing structures have
been driving growth in decorative paints segment, which constitutes 70% of the $2 billion paint industry in
India Strong Industrial growth: An average growth of about 10% in the automobile sector which provides 50%
of the revenues in the industrial paints segment. Industrial paints account for 30%of the paint industry
revenue in India Heavy Infrastructure Spending: New projects in roads, ports and industrial segments increases
revenues from protective coatings for civil applications and road-marking paints to all parts of the building
paints sector, whether interior, exterior, waterproofing or floor coatings. Increase in manufacturing activities:
Over 40% of the industrial sector takes the form of Refinishes, which is expected to grow steadily as a result of
increasing demand for consumer goods in India as well as India’s position now as a leading manufacturing hub
for the supply of goods to the Southeast Asian and other world markets. Less Seasonality: About 65 per cent of
the demand for decorative paints stems from repainting. Rising aspiration levels, Shift in the perception of
paints as having a protective value rather thana mere decorative have diminished the impact of seasonality

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INDEX
S.NO . TOPIC PAGE
NUMBER
1. Declaration i
2. Certificate (Issued by the college) ii
3. Acknowledgement iii
4. Executive Summary 6
5. Chapter-1: Introduction 12-28
6. Chapter-2: Company Profile 19-30
7. Chapter-3: Literature Review 31-33
8. Chapter- 4: Research Methodology 34-37
9. Chapter-5: Data Analysis and Presentation / Study of Topic 38-49
10. Chapter-6: Findings 50-51
11. Chapter- 7: Recommendations/ Suggestions 52-53
12. Chapter- 8: Conclusion & Limitations of the Study 54-56
13. References/Bibliography 60
14. Annexure 57-59

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CHAPTER 1
INTRODUCTION

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What is customer satisfaction?
Customer satisfaction (CSAT) is a measure of how well a company’s products and services meet
customers’ expectations. It reflects your business’ health by showing how well your products are
resonating with buyers.
How to measure customer satisfaction
Customer satisfaction can seem like a vague concept, but there are concrete ways to measure it. You
can source a customer satisfaction score by conducting CSAT surveys, for example. These are
typically short, one- to two-question surveys offered at the end of a business transaction. A classic
question is “How satisfied are you with the product?” with answers ranging from “very satisfied” to
“very unsatisfied.”
Although CSAT is one part of customer satisfaction, it is far from the only measure. Businesses also
use Net Promoter Score (NPS) surveys to determine whether their customers are promoters, detractors,
or passives.
Customer satisfaction vs. customer loyalty
Warning: Do not confuse customer satisfaction with customer loyalty. They are intimately linked, but
there is a difference between the two concepts.

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Customer satisfaction measures how happy a customer was with a support interaction or a
purchase. Customer loyalty, on the other hand, is an ongoing state. Loyal customers give a company
their repeat business over time. It’s not a short-term measure, but rather a long-term understanding of
the health of your customer relationship.
When you create and maintain a customer experience that resonates with buyers, customers return
again and again. Ensuring high customer satisfaction in the short term is a key component of gaining
that long-term customer loyalty.
Why is customer satisfaction important?
Customer satisfaction is important because it means your customer base likes what you are
doing. Research shows that customer satisfaction leads to greater customer retention, higher lifetime
value and a stronger brand reputation.
1. It drives customer loyalty
Satisfied customers tend to share their positive experiences with friends and family. But the opposite is
also true: An unhappy customer tells more people about their negative experiences than a happy
customer does.
Social media makes social proof more powerful than ever before, with 79 percent of people in the
United States using social media to connect and share their experiences. Today, a customer can easily
share feedback on a bad experience with millions of people with a single click (so make sure that
review is going to be a positive one).
You are more likely to gain positive referrals if you use customer feedback to prioritise top-of-the-line
service. For example, our report found that 89 percent of people think quick responses are
important when deciding which company to buy from. If you want to improve your company’s
response time to support that data, you might incorporate AI technology, like our AI-powered Answer
Bot, to send prompt .
2. Customer satisfaction metrics reflect your support team's performance

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Customer satisfaction benchmarks and metrics do not just help you gauge how happy your audience
is—they also tell you how your support team is doing. Use a variety of team metrics to understand
customer satisfaction levels:
• Your support team’s initial response time: In our customer experience report, the #1 most
frustrating part of bad service was long wait times. Faster support team response times not only
lower customer frustration, but also give you a measure of your team’s speed and efficiency.
• The length of time it takes your team to resolve a customer issue: If it is taking your team
hours to resolve issues that could be dealt with quickly, it might be time to tweak your internal
processes. Do not just strive to respond quickly—resolve quickly, too.
• How many times a ticket or call required a transfer to find a resolution: Few things are more
frustrating than having to wait to be transferred to a new agent and repeat your issue to get your
request completed. If transfer occurrence drops, customer satisfaction should rise.
Considering our study found that the #1 aspect for good customer service was quick issue resolution,
your team’s efficiency in these areas says a lot about customer satisfaction. Our built-in analytics
function is a great way to observe how well your support team serves customers historically and in real
time. With the help of AI, teams can even predict customer satisfaction during a conversation—before
a customer takes a survey.
3. It encourages repeat purchases
A satisfied customer is a loyal customer, who will stick with your company year after year. So, how do
you get those repeat customers? By hitting your customer support efforts out of the park. Our trends
report agrees: 57 percent of consumers say excellent customer service is a factor in their brand loyalty.
How do you know if your customer service is driving customer loyalty? There are two different ways
to answer this question. The first is to directly poll customers using a net promoter score survey, or to
ask questions like:
• “Would you speak to your friend about our brand?”

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• “How often do you speak to your friends about our brand?”
These questions can shed some light on customers’ likelihood of being brand ambassadors.
The second method is to observe customer behavior. For example, you can track repeat purchases with
loyalty programs and referral posts for your business on social media. Reading conversations in your
community forum can also give you insight into how customers feel about their experience with your
product or service.
How do you achieve customer satisfaction?
The benefits of focusing on customer satisfaction are clear. But actually making customers happy can
take some trial and error. The key is persistence. Always aim to go above and beyond for customers,
and lean on other departments to help boost your customer experience.
How to improve customer satisfaction
1. Customer feedback
2. Convenience
3. Speed.
4. Build a customer-focused culture
5. Empathy
1. Become obsessed with customer feedback
Become a student of your customer feedback. Do not just collect it: Analyse it and apply it to what
your customers are saying. Commit to learning about buyers’ pain points and then make a plan to
alleviate them in ways that set you apart from competitors.
A great way to do this is to use Zendesk’s feedback feature. The tool includes analytics for agent
performance and customer surveys, so you can study complaints and compliments regarding your
services.

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Even without a CRM like Zendesk, you can still keep close tabs on customer feedback. Social media
and online review boards are especially good places to monitor buyer attitudes. Search for mentions of
your brand name or your dedicated hashtags on social sites to see what people are saying.
2. Create a sense of convenience
The most successful physical stores are all about buyer convenience. Customers enjoy places with
flexible hours that fit their schedules. Think of the success Walmart, 24-hour drug stores and gas
stations have with that model. We are also more likely to shop at places close to us.
To build the same sense of convenience as a brick-and-mortar store online, you need to have a digital
presence on the platforms and services your customers already use. Use SEO-optimised blog posts and
social content to be front and centre in Google searches and social media feeds. And make a point to
be easily accessible for support questions on your customers’ channels of choice.
Offering support via messaging apps (like WhatsApp, Twitter and Facebook) helps businesses create
that same sense of 24-hour availability. These are the same channels customers use to interact with
friends and family, so it gives you a chance to meet them where they already are.
You should also offer opportunities for customers to help themselves. Many customers prefer the
hands-off convenience of a knowledge base, where they can search for information without having to
interact with customer support reps.
3. Make customer satisfaction a company-wide focus
To improve overall customer satisfaction, you have to put time and effort into a business strategy that
puts customers first.
Using a tool like the balanced scorecard is a great first step. The balanced scorecard guides companies
in thinking about their operations from four different perspectives:
• Financial
• Internal business
• Customer

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• Innovation and learning
It also helps companies consider how all their activities are working toward the goal of high customer
satisfaction.
The balanced scorecard is just one way to incorporate customer satisfaction into company goals. You
can (and should) incorporate customer satisfaction into your company mission and value proposition,
too. That keeps it top-of-mind with every employee, regardless of their position.
4. Lead with empathy
If there is one thing the pandemic taught us, it’s that empathy is an essential skill for support
professionals— it is even more valuable than customer service experience. In fact, nearly half of
customers want to interact with an empathetic customer service representative. Support leaders can
provide empathy training, but it is also a good idea to hire support reps who can already put
themselves in an angry customer’s shoes and communicate that understanding to the customer.
Businesses might also consider allowing agents to make exceptions to certain policies in situations that
require empathy.
An investment in customer satisfaction is an investment in your company’s future
Today’s customers have very high expectations of the companies they choose to do business with.
Facing such high standards, your best shot at growth is to deliver an exceptional customer experience.
But a commitment to customer satisfaction has to go beyond mere good intentions; you need the right
tools to assess your current practices, figure out what your customers need and chart a path for the
future.
Paint is a chemical substance that protects surface and seems to look good paints defined as a group
of emulsion. In a liquid medium, for use as decorative or protective coating, today contemporary
paint and consist of countless compounds uniquely formulated to fulfill the varies requirement of
thousands of applications paints ranges from the broad group of environmentally sound latex paints
that many consumer use to decorate and protect their homes satisfaction of customer have a positive
impact on the companies while measuring customer satisfaction we can gather useful information of

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the company customer and the results can be used to improve the company and its services measuring
customer satisfaction.
Consumer buying behavior:
Consumer behavior analysis is based on consumers buying behavior. It aims at improving
business performance through an understanding of customer's preferences and desires in
today's world of growing competitions where there are numerous brands selling the
products consumers have an abundant number of choices and many diverse factors
influence their buying behavior.
Consumer attitude:
Consumer are individuals with likes and dislikes. When the preponderance of people in a particular
group feels one way or another about a product, service, entity, person, place or thing, it is said to be
a generalized. Consumer attitude that could affect the marketing of that person, product or entity in
positive or negative ways. Marketers strive to influence consumer attitudes and understanding the
prevailing attitude is the first step to changing it if needed.
Consumer preferences
Consumer preferences is the underlying foundation of demand, therefore, is a model of how
consumers behave. The individual consumer has a preferences and value whose determinations are
outside the realm of economics. They are no doubt dependent upon culture, education, and individual
tastes, among a plethora of other factors.
Customer satisfaction:
Customer satisfaction, a term frequently used in marketing, is a measure of how products and services
supplied by a company meet or surpass customer satisfaction is defined as the number of customers,
or percentage of total customer, whose reported experience with a firm, its products, or its service
exceeds specified satisfaction goals.
Asian paints The company was started in a garage in Gaiwadi, Girgaum, Mumbai by four friends
Champaklal Choksey, Chimanlal Choksi, Suryakant Dani and Arvind Vakil. They all belong to
Jain families, and founded the company in February 1945. During World War II and the Quit India
Movement of 1942, a temporary ban on paint imports left only foreign companies and Shalimar
Paints in the market. By 1967, it became the leading paints manufacturer in the country. The

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company has 14 directors and 3 reported key management personnel. Directors of Asian Paints
Limited are Deepak Madhav Satwalekar, Pallavi Shardul Shroff, Manish Mahendra Choksi, Malav
Ashwin Dani, Ashwin Suryakant Dani, Abhay Arvind Vakil, Amrita Amar Vakil, Mahendrakumar
Sharma, Kanwar Bir Singh Anand, Suresh Narayanan, and Sivaram Swaminathan.
1.2 Industry profile:
Asian paints are India’s largest and Asia paints third largest paint corporation
Asian paints is the holding company of the Berger international.
Asian paints
Type : public
Industry : chemical

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Founded. : 1 February 1942
Founded. : Chapaklal choksey , chimanlal Choksi , suryakant dani, Aravind vakil
Headquarters : Mumbai , Maharashtra India.....
Area served : World wide
Key people : Aswine Dani ( chairman) , Abhay vakil ( non executive director)
Products ; Chemical, Decorative paint Industry finishing products coating
Number of employees ; 7600+ (2021)
Website ; asianpaints.com
1.3 COMPANY PROFILE:
Asian paints are India's leading paints company with a group turnover of Rs 217 billion
...................... Asian paint manufactures and range of paints for Decorative and industrial
use in decorative paints, Asian paints present in all the four segments viz interior wall finishes,
exterior wall finishes Enamels and wood finishes.
⮚ Asian paints company incorporated in 1942
⮚ Asian paints was established on February 1
⮚ Asina paints has come a long was to become India's largest and Asian third largest paints
company, with a turnover of 217 billion
⮚ Asian paint operates in 17 countries and has 25 paints manufacturing facilities inthe
world servicing consumer in over 65 countries.
1.4 PRODUCT PROFILE

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Asian paints manufacture wide range of paints for decorative and industrial use in
decorative paints, Asian paint is present in all the four segments viz interior wall
finishes, exterior wall finishes, enamels and wood finishes, it also offers water proofing wall
covering and adhesives in its products portfolio
Choose from about 2200 shades from the Asian paints color palette, there is multiple Asian
paints product offered by Asian paints.
Asian Paint has offered brands in all possible applications. For instance:
• Synthetic / Acrylic Washable Distempers: Tractors
• Acrylic Emulsion:Acolyte (Quality I,) Royale (premium category)
• Plastic emulsion Paint (Interiors / Exteriors): Decoplast (Quality II),
SyntheticEnamel:Acolyte, Gattu
• PacketDistemperUtsav
• Wooden Surfaces: Touch Wood, Silkwood, Acolyte Natural Wood finish
• Cement Paint (external): Gattu
1.5 NEED OF THE STUDY :
⮚ To know the significance of customer satisfaction of Asian paint company.
⮚ To know the factors affecting the purchase decision of Asian paint company.
⮚ To know the level of satisfaction of Asian paint .
⮚ To find what are the expectation of customer from Asian paints company

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.
1.6
SCOPE OF THE STUDY :
Being paint business is common this study would help me to understand the consumers
brand choice towards the branded paints.
⮚ Selling process should be studied and improved.
⮚ The customer satisfaction study has to be included.
⮚ The product quality study should be done
⮚ This study can be extended by any paints manufacturer and specially for Asian paints to
launch new product in the market.
1.7 STATEMENT OF PROBLEM:
⮚ Consumer satisfaction towards asian paints this particular topic is chosen because
consumer satisfaction plays a dominant role in determining the success of any industry
some companies don’t provide offers and doesn’t satisfy the customer the customers not
ready to buy. If those companies provide offers the customers ready to switch in any time.
this type of satisfaction results in high customer loyalty. It also increases the sales, profits
and reputation of the company. the purpose of this project is to know the consumers
expectations and satisfaction when they want to buy from Asian paints.

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CHAPTER – 2
COMPANY PROFILE

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COMPANY PROFILE
Asian Paints is one of the largest paint companies which provides house painting color
combinations & wall paint.
The company has come a long way since its small beginning in 1942. Four friends who were
willing to take on the world's biggest, most famous paint companies operating in India at that
time set it up as a partnership firm. Over the course of 25 years, Asian Paints became a
corporate force and India's leading paints company. Driven by its strong consumer-focus and
innovative spirit, the company has been the market leader in paints since 1967. Asian Paints
is India’s leading paint company with a group turnover of Rs 202.1 billion. The group has an
enviable reputation in the corporate world for professionalism, fast track growth, and
building shareholder equity. Asian Paints operates in 15 countries and has 26 paint
manufacturing facilities in the world servicing consumers in over 60 countries. Besides Asian
Paints, the group operates around the world through its subsidiaries Asian Paints Berger,
Apco Coatings, SCIB Paints, Taubmans, Causeway Paints and Kadisco Asian Paints. Asian
Paints manufactures wide range of paints for Decorative and Industrial use. In Decorative
paints, Asian Paints is present in all the four segments v.i.z Interior Wall Finishes, Exterior
Wall Finishes, Enamels and Wood Finishes. It also offers Water proofing, wall coverings and
adhesives in its product portfolio. In the Industrial coatings space, Asian Paints operates
through two 50:50 joint ventures with PPG Inc, USA., one of the largest automotive coatings
manufacturer in the world. The first Joint Venture ‘PPG Asian Paints Pvt Ltd’ services the
increasing requirements of the Indian automotive coatings market. The second JV ‘Asian
Paints PPG Pvt Ltd’ services the protective, industrial powder, industrial containers and light
industrial coatings markets in India. Vertical integration has seen Asian Paints diversify into
chemical products such as Phthalic Anhydride and Pentaerythritol, which are used in the
paint manufacturing process. The company has discontinued production of Phthalic
Anhydride from end of July 2017. In the Home Improvement and Décor category, the
company is present in the Kitchen and Bath fittings space and offers various products under
Sleek and Ess Ess brand respectively.

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Competitor Analysis
The organisation receives competition in different markets from an array of domestic and
international players:
• Kansai Nerolac Paints
• Sherwin-Williams
• Nippon Paint
• PPG Industries
• Akzo Nobel
AkzoNobel is the world's largest coatings company, with leading market positions and
brands in countries around the world.
AkzoNobel India creates everyday essentials to make people’s lives more liveable and
inspiring, present in India for over 60 years. As a leading paints and coatings company, we
supply essential protection and essential colour to industries and consumers. Backed by a
pioneering heritage, our innovative products and sustainable technologies are designed to meet
the growing demands of our fast-changing planet, while making life easier. Ranked as a leader
in sustainability, we are dedicated to energising cities and communities while creating a
protected, colourful world where life is improved by what we do.

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• Shalimar Paints Ltd.
The history of Shalimar Paints is the history of the paint industry in India and South-East Asia.
Shalimar Paint Color & Varnish Company was established in 1902 in Howrah, West Bengal
by two Britishers - A N Turner and A N Wright. In the same year, the company set-up a large-
scale manufacturing plant in Howrah, the first such plant in entire South-East Asia.
Rapidly expanding presence and reach, Shalimar soon became the country’s leading paint
brand. India’s iconic structures like Rashtrapati Bhavan, Howrah Bridge, Vidyasagar Setu, Salt
Lake Stadium, continue to use Shalimar Paints. With access to high-end technology in the
industrial coatings segment, Shalimar Paints pioneered aviation coatings, marine paints and the
painting of thermal power plants.
• Indigo Paints Ltd.
Indigo Paints Limited is an Indian paint company that is headquartered
in Pune, Maharashtra, and has three manufacturing facilities that are located
at Jodhpur, Kochi and Pudukkottai. The company is engaged in manufacturing, selling and

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distribution of decorative paints, emulsions, enamels, wood
coatings, distemper, primers, putties and cement paints.
In 2000, Hemant Jalan founded Indigo Paints to manufacture cement paint; by 2021 the
company scaled up to become the fifth largest player in terms of revenue generation in the
decorative paint industry. In December 2019, Jalan stated that the company had established a
distribution network across 27 states and seven union territories. In 2018, Mahendra Singh
Dhoni became the company’s brand ambassador. In 2014, Sequoia Capital first invested ₹55
crore in the firm and later in 2016, an additional ₹95 crore in 2016. In 2021, as a part of
its IPO, the firm raised ₹348 crore from 25 anchor investors including the Government of
Singapore, Fidelity, Goldman Sachs, Nomura, HSBC, Pacific Horizon Investment Trust, SBI
Mutual Fund, ICICI Prudential Mutual Fund and Axis Mutual Fund.
• Berger Paints (India) Ltd. BERGPA.
Berger Paints Ltd is an Indian multinational paint company, based in Kolkata. This
company has 16 manufacturing units in India, 2 in Nepal, 1 each in Poland and Russia. It has
manufacturing units at Howrah and Rishra, Arinso, Taloja, Naltoli, Goa, Devla, Hindupur,
Jammu Puducherry and Udyognagar. The company has presence in five countries – India,
Russia, Poland, Nepal and Bangladesh. It has an employee strength of over 3,600 and a
countrywide distribution network of more than 25,000 dealers.
• Kansai Nerolac Paints Ltd.

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Kansai Nerolac Paints Limited (formerly known as Goodlass Nerolac Paints Ltd) is the
largest industrial paint and third largest decorative paint company of India based
in Mumbai. It is a subsidiary of Kansai Paint of Japan. As of 2015, it has the third largest
market share with 15.4% in the Indian paint industry It is engaged in the industrial,
automotive and powder coating business. It develops and supplies paint systems used on the
finishing lines of electrical components, cycle, material handling equipment, bus bodies,
containers and furniture industries.

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SWOT Analysis for LENSKART
SWOT analysis is a planning tool that helps an organization to determine its strengths, weaknesses,
opportunities and threats. This tool is useful for strategy building, corporate planning, marketing, and
finding competitive advantages. These attributes are divided into two factors: internal and
external. Strengths and weaknesses are considered to be the interior factors while opportunities and
threats are considered to be the external factors.
Let us understand it better by looking at the SWOT analysis of Asian Paints.
1) Strengths
• Market-share: The leading paints manufacturer in India has over 54% of the market share in
the industry far greater than any other paint manufacturer in India by a long shot.
• Steady growth: Asian paints have maintained its position on top of the paint industry by
being able to grow steadily by 8-12% over the past 5 years financially, this has helped the
company a great deal and made sure that the company stays at their spot.
• Strong International presence: Asian Paints has a good amount of presence internationally
as they are operating in about 19 countries and have over 25 manufacturing units across the
globe. They serve more than 65 countries across the world and are considered to be in the top
5 paint companies in Asia.

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• Technological advancement: Asian paints have been investing in technological advancement
for decades, one of the many reasons that Asian paints have been able to dominate India’s paint
industry. They had bought a supercomputer way back in 1970 when most people could not even
afford a laptop, they bought it for about 8 crores, which is ten years before ISRO bought it.
With the help of the supercomputer, they were able to collect more than double the data than
their competitors.
• Wide range of products: Asian Paints are not only in the paint business for homes but they
are also present in the Industrial coating, Decorative paints, Asian Paints Royale which is one
of their most unique ideas, Ancillaries, and more. This shows their wide Product portfolio that
allows them to cater, different segments and industries.
• Marketing campaigns: One of the biggest reasons, for the company’s success, is its great
marketing campaigns. Saif Ali Khan has been the face of this company for many years and
recently Soha Ali Khan has joined to boost their campaign.
• Brand Value: Asian Paints was ranked 20th in the Top 20 best brands in the Interbrand report
by The Economic Times. And was also featured in The Top 20 Most Innovative companies in
the world.
• Strong supply chain Management: Asain Paints has achieved a strong supply chain by
using their superior technologies like the Supply chain management system that integrates
regional distribution, plants, with integrating supply chain management, with an enterprise
resource planning solution from SAP.
2) Weaknesses
• Low Market Share in Industrial and Auto Paint: In the Industrial paint market and the Auto
Paint market, Asian Paints has a low market share of about 15% in the industrial paint sector
and about 20% in the auto sector which is lesser than its competitors which are Kansai Nerolac
and AkzoNobel.
• Low International Business: Despite being one of the top 5 paint companies in Asia, the
international business of the company is lower than expected in various national markets.
• Production and Inventory problems: In the decorative paints industry which Asian paints
are a part of the customer tastes and needs change very fast and trends becoming obsolete in

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days. Hence this is a big problem in which no company can prepare for as the taste and needs
of customers can change anytime, so production planning and inventory problems are
something that the company faces regularly.
3) Opportunities
• Market Share in Industrial and Auto Paint: Considering the current market situations,
Asian Paints has a huge opportunity to considerably increase their market share in both the
Industrial and the Auto Paint sectors as the industry segment requires high-class technology
which can be easily afforded by Asain Paints.
• Growing Indian Economy: Asian paints have a big opportunity in India as with the growth
of the India Economy and with the increasing development of infrastructure undergoing, they
have the chance to increase their revenue base in India by venturing and focusing in smaller
cities to increase their sales.
• Emerging Nations: The company can achieve greater success by focusing on the emerging
economies of the world as they are the untapped market that is looking for companies to help
and support them. This could give Asian Paints the edge it needs to get ahead of its competition.
• Government Policies: Government policies like rapid urbanization, easy availability of home
loans, and extension of CLSS will undoubtedly increase the demand for paint and with Asian
Paints strong dealer network, innovative products, and royale play, Asian paints can make a
massive revenue out of this.
4) Threats
• The scarcity of raw materials: Every industry to function well has a high demand for raw
materials and these raw materials are required to control the pricing of the product. If the
scarcity of raw materials occurs the materials required by the paint industry increase in value,
and so does the value of paint. The jump in prices of paint can be a big threat to the paint
industry, as the higher the prices of paint go this can affect the selling of paint, which in turn
gives lower revenue.

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• Slowdown: Any form of Slowdown will have a direct negative impact on the economy which
in turn will affect the construction industry and then the paint industry will be affected (covid
pandemic). Most of the raw materials that are used to manufacture paint are imported so, in
case of a pandemic, or country tensions, the company goes into loss because of loss of materials,
manpower, and more.
• Government regulations: Regulations and laws issued by the government can sometimes
have an adverse effect on the company.

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CHAPTER – 3
REVIEW LITERATURE

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Review of literature:
A detailed review of literature has been made to find out the research gap and to identify the
relevant researchable issues for the study it is essential for a research scholar review the related
literature study to have clear knowledge about the subject and understand the research gap in order
to drawn the scope for the study. The reviews presented in this chapter re grouped under the sub-
topics like consumer buying behavior, consumer attitude, consumer preferences, customer
satisfaction and overview of paint industry in India.
Theoretical concept:
Theoretical concept 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.
• The family-owned company makes the transition to a professionallymanaged
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

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competition.
●Stock Brokers Pvt. Ltd.14th October, (2010). “The Indian paint industry has evolved
GhallaBhansali a lot in recent times, both in terms of industry structure and product portfolio. Not
long ago, paints were largely considered to be a luxury item. Such a mindset has changed
significantly of late due to the growing awareness on preventing corrosion through paints, by
providing a massive fillip to the paint industry. China and India are the major growth drivers in
the region with paint drivers in the region with paint demand in these two countries likely to
continue growing at more than 10% p.a. in the coming years. Indian paints industry is Rs.15, 000
crore market”. Lead is a toxic element that led the U. S. Centers of Disease control and Prevention
(CDC) to consider lead concentrations in blood higher or equal to 10 μg/dl as being elevated.
Because of such reasons, the U S Congress lowered the standard for lead in residential paints and
paints on products used by children from 0.06 percent to 0.0009 percent (ATSDR, 1990) hey also
contribute to the creation of ozone in the lower atmosphere, which is harmful to humans, animals
and plants.
●According to Renu Rajaram (2012)43 in India, paints have traditionally been sold in hardware
stores. Most paint brands have followed the retail route of multi-brand stores. However, with the
growth of the Indian paint industry, and the recognition of individual brands, prominent players
have recognized the need for exclusive outlets/showrooms. The success of these outlets lies in the
fact that the consumer can negate the time taken to choose between brands, and instead focus on
product choice without having to worry about quality.
Sonawane (2016) “A Study of Impact of Competition on Marketing Strategies” Electronic retailing,
whether on TV or the Internet, is about motivation. How do companies influence someone to do
something - to pick up the phone or log on to a Web site and then make a purchase? Consumers will
buy a product or service through an electronic retailing campaign because they perceive its value or
because it makes them look better
●or feet better about themselves. They do this even though they cannot
examine the product in person and may have to wait four to six weeks to receive the product.

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• Rajput and Keshawn. S (2012) This article defines that the Modern era provides high quality
materials and lot of variety in Indian garment market to satisfy the desire of customers. The
customers are utilizing the opportunity too. The results confirm that Indian people have become
highly brand conscious presently. Hence, brand image is a not a significant factor in choosing the
product or brand to buy. There are other aspects like, quality, comfort, expectation and
demographic characteristics are also influence to the purchasing decision that dominate the
purchase decision of males and females. The gender differences do exist with respect to build
altitude towards fashionable paints and brands. The study gives us the information males are
equally interested to go for shopping as females along with they spend excess money during
shopping than their female counterparts. Frequency of males going for shopping with their
companions has increased overtimes and has reached almost at part with that of females. Attitude
of males towards clothing varies from that of fem

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CHAPTER – 4
RESEARCH METHODOLOGY

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Research methodology is a way to systematically solve the research problem. The research
methodology includes the various methods and techniques for conducting a research.
Defining the Research Problem and Objectives: It is said that, “A problem well defined is “Half
solved”. The first step in research methodology is to define the problem and deciding the research
objective. The objective of my study is to know the consumer buying behaviour in eyewear
1. RESEARCH DESIGN
❖ What is research design?
A researcher's research design is the framework for the methodologies and approaches he
or she will use. Researchers may focus on research methodologies that are appropriate for
the topic matter and set up their studies for success thanks to the design.
❖ What research is being used here?
Quantitative research design is being applied here to find the data on customer satisfaction.
Data has been collected by a survey to know general ideas of people on Lenskart. Those
numerical data have been converted into pie charts to get the better idea of what generally
public admire about Lenskart as a franchise and as a online brand.
2. DATA COLLECTION METHOD: -
The majority of data is gathered using two approaches. The following are the details:
a) Primary Information
b) Secondary information
a) Primary information: -
❖ Primary data are first-hand accounts that are gathered for the first time in order to answer
a research challenge.
❖ The data gathered from primary sources are considered original sources.

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❖ Its new information obtained directly from respondents for the first time.
❖ Primary data is valuable because it provides trustworthy, factual first-hand information.
❖ The researcher gets primary data as needed for his study topic from a source or from an
internet source.
❖ It's also time-consuming and expensive to collect data.
❖ Mail surveys, personal interviews, observation, and experimentation are some of the
most common approaches used.
❖ Data gathering equipment must be tailored to the investigation's requirements.
❖ Primary data is information gathered directly from respondents by the researcher.
❖ Primary data is gathered for more in-depth information on specific components of a
study endeavour.
❖ Customer surveys were used to gather information.
b) Secondary information:
❖ Primary data is followed by secondary data.
❖ This information has already been gathered and compiled for someone other than the
researcher.
❖ It is easily accessible in a compiled form.
❖ Such information could be presented in the form of statistical statements, tables,
reports, and so on.
❖ Such information is available in both published and unpublished formats.
❖ Secondary data can be used as the "only source" of information in a research study.
3. Sampling Design:
The random or probability sampling approach is utilized for sampling.
Probability sampling is a form of sample selection in which random processes, such as coin
flipping, are used to choose items.

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Statistical tools for analysis:
❖ This report uses tables, pie charts, and other statistical tools for analysis.
❖ Questionnaire survey is one of the strategies used to perform consumer surveys.
❖ Microsoft Office was used to create the entire report.
Size of the sample: - 100
4. OBJECTIVES OF STUDIES
i)To study the satisfaction level of consumer’s consuming products, services from Lenskart
ii) To know the most preferred eyewear items by the costumers.
iii)To investigate the factors that affect Lenskart purchase .

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CHAPTER – 5
DATA ANALYSIS

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DATA ANALYSIS AND INTERPRETATION
The following consist of the data analysis and interpretation of my questionnaire.
Survey analysis of data
4.1 AGE OF RESPONDENTS:
S.NO Particulars NO. OF
Respondent
Percentage
1 20 47 67%
2 20-30 23 33%
3 30-40 0 0
4 40 above 0 0
TOTAL 70 100%
INFERENCE
From the above table interpreted that 67% respondents are between 20 and 33%
respondents are below 20-30.Majority of 67% respondents are between 20.

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MARITAL STATUS OF THE RESPONDENTS:
S.NO Particular NO. OF
Respondents
Percentage
1 single 60 86%
2 married 10 14%
TOTALL 70 100%
INFERENCE
From the above table interpreted that 86% respondents are single and 14%
respondents are married. Majority of 86% respondents are single.
4.2 GENDER OF THE RESPONDENTS:
S.NO Particular No. of respondent Percentage
1 Women 34 49%
2 man 34 49%

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3 Non-binary 0 0
4 Prefer not be say 2 2%
TOTAL 70 100%
INFERENCE
From the above table interpreted 49% respondents are woman,49% respondents are
man,2% respondents are prefer not to say. Majority of 49% respondents are woman and man.
4.3 PROFESSION OF THE RESPONDENTS:
S.NO Particular No. Of respondent Percentage
1 Students 47 68%
2 employees 13 19%
3 Wage worker 10 13%
4 Business women or
business man
0 0
TOTAL 70 100%

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INFERENCE:
From the above table interpreted 68% respondents are students,19%
respondents are employee,13% respondents are wage worker. Majority of 68%
respondents are students.
4.4 How good you now about Asian paints:
S.NO Particular No of respondent Percentage
1 Friends and family 37 53%
2 Advertisement 26 37%
3 Internet 2 3%
4 Other 5 7%
TOTAL 70 100%
INFERENCE

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From the above table interpreted 53% of the respondent are friends and family,37%
respondents are advertisement,3% respondents are internet,7% respondents are
other.Majority of 53% respondents are friends and family.
4.5 Which paint on you prefer
1 Nippon 29 41%
2 Asian 31 45%
3 Berger 1 1%
4 Royal 9 13%
TOTAL 70 100%
INFERENCE
From the above table interpreted 41% of the respondent are nippon paints,45%
respondents are asian paints,1% respondents are berger,13% respondents are
royal.Majorityof 45% respondents are asian paints.

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6) Why do you prefer to Asian paint
1 color 47 68%
2 Smell 10 13%
3 Price 13 19%
TOTAL 70 100%
INFERENCE
From the above table interpreted 68% of the respondents are colors,13%
respondents are smell,19% respondents are price.Majority of 68% respondents are
colors.

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7) USEFUL AND UNUSEFUL OF RESPONDENTS:
1 useful 63 90%
2 Un useful 7 10%
TOTAL 70 100%
INFERENCE
From the above table interpreted 90% of the respondents are useful,10%
respondents are unuseful.Majority of 90% respondents are useful.

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4.6 Future of the Asian paints
S.No Particular No of respondent Percentage
1 Royal health shield
protect
32 46%
2 Terrace water
proofing
21 29%
3 Ultimate protect
limitations feature
17 25%
TOTAL 70 100%
INFERENCE
From the above table interpreted 46% of the respondent are royal health shield
protect,29% respondents are terrace water proofing,25% respondents are ultimate
protect limitations feature.Majority of 46% respondents are royal health shield protect.
4.7 OVER ALL SATISFACTION ON ASIAN PAINTS

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1 Satisfied 65 94%
2 Dis satisfied 5 6%
TOTAL 70 100%
INFERENCE.
From the above table 94% of the respondent are satisfied ,6% respondents
are dissatisfied.Majority of 94% respondents are satisfied.
4.8 Are you satisfied by the smooth wall surface you good after using Asian paints
1 Yes 51 73%
2 No 2 3%
3 Maybe 17 24%
TOTAL 70 100%

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INFERENCE
From the above table interpreted 73% of the respondents are YES,3%
respondents are NO.Majority of 73% respondents are YES.
4.9 Do you experience paint pleeting or poor adhesion
1 Yes 40 57%
2 No 30 43%
TOTAL 70 100%
INFERENCE
From the above table interpreted 57% respondents are YES,43%
respondents are NO.Majority of 57% respondents are YES.
4.10 Are you facing problem of plistering
1 Yes 33 49%
2 No 35 51%
TOTAL 70 100%

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INFERENCE
From the above table interpreted 49% of the respondent are YES,51% respondent
are NO Majority of 51% respondents are NO.
4.11 Have you used Asian paints
1 Asian paints acrylic
wall putty
49 72%
2 Primers ST 17 27%
3 Primers WT 4 4%
TOTAL 70 100%
INFERENCE
From the above table interpreted 72% of the respondent are Asian paints acrylic wall
putty,27% respondents are primer st,4% respondents are primer WT .Majority of 72%
respondents are asian paints acrylic wall putty.

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4.12 Have you used any of term
S. No Particular No of respondent Percentage
1 Exterior wall 31 43%
2 Interior wall 26 38%
3 Metal surface 6 9%
4 Wood surface 7 10%
TOTAL 70 100%
INFERENCE
From the above table interpreted 43% of the respondent are Exterior wall,38%
respondent are interior walls,9% respondents are metal surface,10% respondents are
wood surface.Majority of 43%respondents are exterior wall.
4.13 Satisfaction level towards Asian paints quantity
1 Smell 22 30%
2 Shine 17 25%
3 Colour and
stracture
31 45%
TOTAL 70 100%

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INFERENCE
From the above table interpreted 30% respondents are smell,25% respondents are
shine,45% of the respondent are colour structure.Majority of 45% respondents are colour
structure.

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CHAPTER - 6
FINDINGS

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FINDINGS
● From the data collected 67% of the respondent are 20age
● From the data collected 86% of the respondent are single
● From the data collected 49% of the respondent are women and men
● From the data collected 68% of the respondent are students
● From the data collected 53% of the respondent are friends and family
● From the data collected 45% of the respondent are Asian paints
● From the data collected 68% of the respondent are colour
● From the data collected 90% of the respondent are useful
● From the data collected 46% of the respondent are Royal health shield protect
● From the data collected 94% of the respondent satisfied
● From the data collected 73% of the respondent are yes
● From the data collected 57% of the respondent are yes
● From the data collected 51% of the respondent No
● From the data collected 72% of the respondent are Asian paints acrylic wall putty
● From the data collected 43% of the respondent are Exterior walls
● From the data collected 45% of the respondent are colour and structure

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CHAPTER – 7
SUGGESTIONS

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SUGGESTIONS
Asian paints must improve its services sector if there are any complaints regarding
the product of the Asian paints the line officers must follow up with call or e-mails if
required they must send their workers to repair the demaged caused due to the
company’s product Asian paints companies sales representative must maintain
relationships with construction companies as with painting contractors with the help of
the dealer. Asian paints company should conduct meeting to make the customer to know
about the latest developments in the paint industry and their products Asian paints
company should concentrate on exterior paint because market share is to low
advertisement should be increased to update the image of Asian paints company
between sales representative and dealer with customers. Asian paints company should
maintain the customer records the complainant by the customer recording the care free
behavior of the team leader resulting in poor customer satisfaction
To avoid this management must try to change management, Asian paints is one of
the best paints but certain weakness still persist regarding its colour fadedness, adhesion
and smoothness to avoid, this they must have aregular check on its production
department and quality department they can do this on regular intervals by adopting
techniques like kaizen techniques and total quality.

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CHAPTER – 8
CONCLUSION & REFERENCES

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CONCLUSION
The first and foremost observation that has been made from the study is that Asian
paints is India’s no 1 in the paint industry it has high brand quality in the market
According to the survey price is the domination factors, which includes the purchasing
decisions of the. Customer comparing to competitors Asian paints company price is
high from the analysis points of view, most of the customer prefer both interior and
exterior paint in Asian paints and exterior paint in Asian paints at last most of the
customer are tha satisfied with Asian paints products but at the same time they require
guidance regarding the recent development of the product.

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REFERENCES
●According to Dr Abhay Kumar’s report, ‘Lead in Decorative Paint’ (2009) on eco – friendly
paints, are natural and contain low or zero-VOC”18, 2010.
●Pallavi Kumari (2012); Changing Purchase Behaviour Of Indian Customers, Arth
Prabhand A Journal of Economics and Management (APJEM), Vol.1 Issue 8, November
2012, ISSN 2278‐0629, Pinnacle.
●Suchanek, Richter and Kralova (2015) research work aims to determine the influence of
quality on customer satisfaction.
●Pingping Han (2014) “The purpose of this study is to present current research and
literature on the factors influencing the customer satisfaction.
●Hansen, H., & Sand, J., Antecedents to customer satisfaction with financial services:
The moderating effects of the need to evaluate. Journal of Financial Services Marketing,
13(3), 234-244, 2008.

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APPENDIX (Questionnaire)
1. Name:
2. Age
● 20
● 20-30
● 30-40
● 40 above
3. Marital status
●Single
● Married
4. Professiona
l
● Students
● Employee
●Wage worker
●Businessman and businesswoman
5. Gender
● Women
● Man
● Non- binary
● Prefers not be say
6. How good you now about Asian paints
● Friends and family
● Advertisement

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7) Which paint on you prefer
●Nippon
●Asian
●Berger
●Royal
7. Why do you prefer to Asian paint
●Color
●Smell
●Price
8. Ultima protect is back with water lamination 2.0
●Useful
●Un useful
9. Future of the Asian paints
● Royal health shield protect
●Terrace water proofing
●Ultimate protect limitations feature
10.Overall satisfaction on Asian paints by respondents
●Satisfied
●Dis satisfied
11.Are you satisfied by the smooth wall surface you good after using Asian paints
●Yes
●No

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●Maybe
12.Do you experience paint peeling or poor adhesion
●Yes
● No
13.Are you facing problem of plistering
●Yes
● No
14. Have you used Asian paints primer
●Asian paints acrylic wall putty
●Primer ST
● Primer WT
15.Have you used any of terms?
●Exterior walls
●Interior wall
● Metal surface
●Wood surface
16.satisfaction level towards Asian paints quantity in term of
●Smell
●Shine
● Colour and stracture

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BIBILIOGRAPHY
Books :-
• Kothari C.R(2004) Research Methodology Methods & Techniques. “New Age
International Publishers , New Delhi, 2nd Edition
Websites :-
• https://www.asianpaints.com/more/about-us .html
• https://www.asianpaints.com/more/about-us/corporate-information.html
• https://en.wikipedia.org/wiki/Asian Paints Ltd

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