Consumer awareness and perception a study on berger illusions designs

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Internship Report On
‘‘Consumer Awareness and Perception: A
Study on Berger Illusions Designs of
Berger Home Décor”

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Internship Report On
‘‘Consumer Awareness and Perception: A Study on
Berger Illusions Designs of Berger Home Décor”
Prepared For
Dr. Abu Naser Ahmed Ishtiaque
Professor
Department of Marketing
Faculty of Business Studies
University of Dhaka
Prepared By
ID:
Section: A
BBA19th Batch
University of Dhaka
Date of Submission: 6th
April, 2017

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Letter of Transmittal
6th
April 2017
To,
Professor
University of Dhaka
Subject: Submission of internship report on ‘‘Consumer Awareness and Perception:
A Study on Berger Illusions Designs of Berger Home Décor” of Berger Paints
Bangladesh Ltd.
Dear Sir,
I would like to inform you that I have accomplished the internship report on ‘‘Consumer
Awareness and Perception: A Study on Berger Illusions Designs of Berger Home Décor”
of Berger Paints Bangladesh Ltd. This report has given me the chance to relate
speculations with this present reality operation.
In such a manner, I have given my best effort to finish the report with the quality of your
desire. If you need any clarification, I will be obliged to provide you with timely and
accurate information. So, I subsequently pray and expect that you would be considerate
enough to acknowledge my report and oblige in this manner.
Sincerely Yours,
Signature___________________.
ID: Sec: A
BBA 19th Batch
University of Dhaka

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Certificate of Approval
This is to certify that this report titled ‘‘Consumer Awareness and Perception: A Study
on Berger Illusions Designs of Berger Home Decor” is an authentic work of _______
who carried out the research under my supervision has been approved. It is certified
further that to the best of my knowledge the work reported herein does not form part of
any other project report or dissertation on the basis of which a degree or award was
conferred on an earlier occasion on this or any other candidate.
This is also certified that the project report is an original work done by her and only for
academic use.
I wish her each accomplishment in all regards.
……………………………………………………….
Professor
University of Dhaka

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Letter of Certification
This is to certify that the internship report on ‘‘Consumer Awareness and Perception: A
Study on Berger Illusions Designs of Berger Home Décor” has been done by ____,
Roll-__, BBA 19th Batch, as the requirement for the completion of BBA program from
the Department of Marketing, University of Dhaka.
I discovered her genuine, persevering, and committed to her duty while she was preparing
this internship report under my watch and direction. I am happy and very much satisfied
with her performance.
I wish her each accomplishment in all regards.
………………………………
Reina Ashfin Khan
Manager-Marketing Research
Berger Paints Bangladesh Ltd.

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Declaration
In order to fulfil the requirements of the degree of Bachelor of Business Administration
(BBA), this report is being submitted. For this reason, I am declaring the work as my
original work and also assert that it has not been submitted earlier for any degree. Besides,
I profess that this work is not being submitted concurrently by any other one.
………………………
ID:
Sec: A
BBA 19th Batch
University of Dhaka

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Acknowledgement
This report is the result of the commitments and genuine collaboration of various people. I
would like to thank those radiant individuals who have contributed to something of them
straightforwardly or in a roundabout way in setting up this report effectively.
First of all, I might want to express our appreciation to the most Omnipotent and
Omnipresent Almighty Allah, whose undetectable direction helped me to finish this report
and I express heartfelt gratitude to my supervisor Professor Dr. Abu Naser Ahmed
Ishtiaque sir for his motivating rules, significant proposals, productive feedback and
steady help all through the work and in readiness of this report.
Other than I am likewise appreciative to the writers, scientists and article essayists whose
books and reports have helped me to set up my report effectively.
It will be an honour and I would feel glad to thank the specialist of Berger Paints
Bangladesh Ltd. for permitting me to do the internship program in this association. I have
gotten help and dynamic participation from directors, administrators and authorities in
each stage.
I am grateful to Mrs. Reina Ashfin Khan, Manager - Market Research for giving me the
open door and participating and helping me in the accumulation of important information
and the planning of this report.
Despite earnest and indicated efforts, there might be some mistakes in this internship
report. I take the whole liability for such unintended mistakes and errors.

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Executive Summary
The report is based on consumer awareness and perception on Berger illusions of Berger
Home Decor. Berger Paints Bangladesh Limited which was the first company which
provided the designer paint services and other solutions for paint related problems
according to the customers’ needs and demand.
The report begins with some objectives and a general layout of the present situation of the
paint business in Bangladesh. It follows up by some description of Berger Paints
Bangladesh Limited and gives data about various products and services offered by BPBL.
The title of the report is ‘‘Consumer Awareness and Perception: A Study on Berger
Illusions Designs of Berger Home Décor” of Berger Paints Bangladesh Ltd. It has been
stated that how the research is conducted research design, interview techniques,
questionnaire, sampling method, method of data collection and a lot more to identify the
awareness and perception regarding illusions in the methodology chapter. 60 respondents
have been selected for conducting the survey. Data analysis and findings have been shown
in the research report properly. Significant findings from the yield of the report were
examined in points of interest with the assistance of tables and graphical showing. The
findings incorporate the significant defects and downsides of the diverse parameters
utilised as a part of the research. Then the objectives have been linked up which are
achieved in this report with some findings and some recommendations have also been
given. Last, of all the report has been ended with the conclusion.

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Table of Contents
Serial
No
Name of Content
Page No
Chapter 1
1.1
1.2
1.3
1.4
1.5
1.6
1.7
1.8
1.9
Introduction
Introduction
Background of the Study
Origin of the Study
The objective of the Study
Scope of the Study
Methodology
Structure of the Report
Limitations
Summary of the chapter
12
13
13
13
14
14
15
15
16
16
Chapter 2 Literature Review
Literature Review
17
18
Chapter 3
3.1
3.2
3.3
3.4
3.5
3.6
Overview of Berger Paints Bangladesh
Limited
Overview of the Paint Industry in Bangladesh
History of Berger Paints Bangladesh Limited
Berger Home Décor Services and Berger
illusions at a Glance
Vision and Mission of the Company
Product Offerings of Berger Paints Bangladesh
Limited
Recent Product Developments
21
22
22
22
23
23
24

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3.7 Summary of the chapter 24
Chapter 4
4.1
4.2
4.3
4.4
4.5
4.6
4.7
4.8
Research Methodology
Research Design
Data Collection Method
Sampling Technique
Sample Size Determination
Reliability, Validity and Generalization
Ethical Issues
Timeframe
Summary of the Chapter
25
26
27
27
28
28
28
29
29
Chapter 5
5.1
5.2
5.3
Respondent’s Profile and Interpretation and
Analysis of the Research
Respondent’s Profile
Interpretation and Analysis of the Research
30
31
33
49
Chapter 6
6.1
6.2
Findings from the Research
Findings and Links up the Objectives of the
Research
50
51
53
Chapter 7
7.1
7.2
7.3
7.4
Recommendations and Conclusion
Recommendations
Conclusion
Appendix
Reference
54
55
57
58
61

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Chapter 1
Introduction
Contents of the Chapter
1.1 Introduction
1.2 Background of the Study
1.3 Origin of the Report
1.4 Objective of the Report
1.5 Scope of the Report
1.6 Methodology
1.7 Structure of the Report
1.8 Limitations
1.9 Summary of the Chapter

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1.1 Introduction
Berger Paints Bangladesh Limited (BPBL) is the most innovative and eco-friendly paint
company in Bangladesh. It has started its journey from the year 1970 and still, it continues
the progress in the paint industry of Bangladesh. By maintaining its legacy in the paint
industry of Bangladesh, Berger Paints Bangladesh Limited introduced a brand new
service, “Berger Home Décor” on June 15, 2002, which provides a complete solution of
painting. For the sixth time, it has become the best paint brand in Bangladesh only because
of its quality through which it has been achieving maximum customer satisfaction.
1.2 Background of the Study
As a market leader, Berger Paints Bangladesh Limited puts a great effort into its research
and development of its products and services and has decided to conduct consumer
research on Berger illusions which is a designer paint of Berger Home Décor to
understand the potential consumers’ awareness and perception towards the illusion design.
This research focuses on consumers’ awareness and perception regarding the designs on
the wall through Berger illusions’. This research ‘‘Consumer Awareness and
Perception: A Study on Berger Illusions Designs of Berger Home Décor’’ will show
the awareness level of the consumers, their perception towards the Berger illusions of
Berger Home Décor and the most popular designs. It also reveals the Berger illusions
design’s durability, designs and colour shades variety and effectiveness than those of the
other designer paint brands and wallpapers and. Moreover, this research will help us get
the insights of its potential customers, find out the expectation of the customers and take
necessary service recovery.
1.3 Origin of the Study
The report is the foremost need of my internship program for the completion of my
undergraduate program. The internship program aims to drill the students and prepare the
students for practical life in the job market. I have prepared this internship report as a
partial requirement to acquire the Bachelor of Business Administration (BBA) degree
under the supervision of my advisor Professor Dr. Abu Naser Ahmed Ishtiaque. As a
supervisor, he is truly cooperative to me. This report is the result of the three months in the

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length internship program at the Marketing department of Berger Paints Bangladesh
Limited. I have finished the internship report which is done on Berger Illusions under the
prompt supervision of the Manager of Market research and consumer insight, Reina
Ashfin Khan. She has guided me all through the internship period at the corporate office
of Berger Paints Bangladesh Ltd, her direction, extending compassion and supervision has
helped me finish this report.
1.4 Objective of the Study
Broad Objective
To assess the level of awareness and perception towards the illusions designs of Berger
Home Décor of the consumers.
Specific Objective:
1. To identify the sources of information through which customers get to know about
illusions
2. To identify the other brands’ awareness
3. To identify the most popular design
4. To identify the reasons for choosing the particular design
5. To comprehend the progressing customer preferences and tastes on designs on the
wall
1.5 Scope of the Study
The report comprises of some introduction of the paint business. In the organization part,
some data about the organization is given. The extent of this report is to recognise the
level of awareness and perception towards the ‘Berger illusions’ of Berger Home Décor.
1. The survey will be based on online mainly will be done through mail and social
sites.
2. Different areas of Dhaka city will be covered in this survey.
1.6 Methodology
This is an exploratory research which has been provided insights and understanding. The
quantitative research method has been used to develop an in-depth understanding of the

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phenomenon. The most important part is primary data which has been collected by survey
method like mail interviewing and online interviewing.
1. A semi-structured questionnaire has been developed to collect the information
2. Probability sampling method has been used here. 60 respondents were initially
targeted to be surveyed.
1.7 Structure of the report
Exhibit 1. 1: Structure of the Report
Chapter 1
Introduction
Chapter 2
Literature Review
Chapter 3
Overview of Berger Paints Bangladesh
Limited
Chapter 4
Chapter 5
Interpretation and Analysis of Research
Report
Chapter 6
Findings and Links up the Objectives
from the Research
Chapter 7

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1.8 Limitations
The report has been prepared based on primary data and the outcome of the survey had
been done online so there was no chance to interact with the respondents. Moreover, the
time limitation was another subject of consideration. Within this, it was difficult to
examine all the possibilities and challenges. Moreover, the followings limitations were
encountered during the research work:
1. Lack of collaboration and no response from the respondents made the aggregate
number of reactions in-satisfactory.
2. There might have been some involuntarily missing point that should have been
canvassed in my research work.
3. Other limitations were a lack of experiences in this market and misleading
information.
1.9 Summary of the chapter
Awareness and perception regarding any brand are very crucial parts of that company.
Moreover, the company on which this research has been done is a well-reputed
multinational company. In this chapter, the insight of the research and the factors are
going to be covered all through the report have been discussed. So, the introduction part of
my report is about to make understand the significance of the level of awareness and
perception towards the Berger illusions and the object of this report.

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Chapter 2
Literature Review

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Literature Review
Paint is an old concept that made its appearance about 30000 years ago (Roon, 1988).
The initially recorded paint factory in America was supposedly settled in Boston in 1700
by Thomas Child. A century and a half later, in 1867, D.R. Averill of Ohio protected the
initially arranged or ready mixed paints in the United States (American Coatings
Association, 2017).
In the mid-1880s, paint plants started springing up all over the world. Automation was
making the assembling procedure open to a bigger and less particular gathering of
business people. The heaviness of arranged paint made it costly to transport, so a
decentralized structure of little makers in discrete markets overwhelmed the business until
the mid-1900s. Other than automating and professionalizing the paint business, the
Industrial Revolution likewise made unlimited new markets for paints and coatings
(American Coatings Association, 2017).
Day by day people is willing to buy and use premium paint brands. But awareness and
perception towards the brand is a very much sensitive issue. As awareness is related to
recall and recognition and consumer perception are very much related to the brand image,
service image, package image, perceived price (Schiffman and Wisenblit, 2015).
Customer’s Awareness and Perception towards paints
Awareness is the most important factor for the changing of the catalyst. Without customer
awareness, a brand cannot be a special brand. According to Nathaniel Branden, ‘The first
step change toward change is awareness. The second step is acceptance.’ So, after the
awareness customers’ acceptance is very much needed. Awareness is knowledge about or
well-informed interest in a specific circumstance or arena. Customer awareness paves the
way towards customer loyalty by which a brand can survive for a long time in a
competitive market (Hoyer & Brown, 2011). In the case of the paint industry, customer
awareness is essential as the creativity of the industry depends on the innovativeness and
superior style of the product (Gupta, 2013). When the brand association of paint company
integrates all of its features and attributes and preaches the message to customers
regarding this association, customers become more willing to buy from the brand (Dillon,
2001). When a customer has the knowledge or information regarding a particular brand
it’s called brand awareness of customers. It can be said as a level of interest in a particular

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brand. A brand will be successful only when its customers will be easily aware of the
brand name and aware of its functions and offers. It is obvious to end up distinctly not
quite the same as what the brand will be but it should have some familiarity with what it is
(Smith and Arnold, 1983). The success of the paint industry is formed through brand
awareness because it relates details information about various aspects of the product and it
is important to the life of the consumers (Sharp 2012). According to Kate Zabriskie, the
customer’s perception of a brand is the reality of the brand. It is all about the perception of
the customer’s regarding the brand which can be good or bad. Customer’s perception can
be changed through some work or activities by a company on a brand. Now a day it is very
easy through digital marketing or direct marketing. The reason behind this concept is that
social media is changing which is also influencing communication style and people
understanding from both positive and negative perspective. It is a way of understanding
something or someone. Everyone’s perception is different. It can be said that perception is
the product of a person’s feelings. But this perception can be managed and made so
quickly (Rock, 1995). When consumers find that the brand has covered a wide area, they
perceive the brand as effective and successful and expected to use the product of the brand
(Steenkamp, 2003). Consumers evaluate the effectiveness of paint Company based on
three criteria- quality appropriation, social responsibility and global status. When the
brand is blended with these criteria, it wins customer strong perception (Möller, 2013).
Perceived the quality and price
Quality testing machine from well-known producers in Europe, Asia and America ensures
guarantees exactness of operations and fortunate nature of the item. There has been always
a positive effect of product quality on customer satisfaction (Selnes, 1993; Jandaet al,
2002; Chumpitaz and Paparoidamis, 2004). Quality crude materials from famous brands
are being utilised and the best of the experts in the business supervises the creation and
quality affirmation operations. In the case of the paint industry, perceived quality
regarding brand plays a vital role to form an emotional association that influence the
subjective measurement of customers regarding the superiority of particular brand (Sheth,
Newman & Gross, 1991).
In this manner, the company can make the best quality items at a fair competitive price. In
customer-based reviews, the positive association between the quality of product and
loyalty has generally been avowed for behavioural loyalty.

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Customer Satisfaction
Customer satisfaction is very much needed if a company wants to boost up its sales and
brand image. Satisfaction is a positive passionate state coming to fruition on account of the
examination of all parts of a company’s working relationship with another company
(Anderson and Narus, 1984). The satisfaction of consumers consists of two factors-
economic and non-economic. When brands related to paint provides economic benefits to
the consumer means the customer finds the price is accurate with the benefits of the
product, consumers become positive to the brand (Rowley, 1997). Again, when product
purchase provides psychological satisfaction like freshness, colourful and social
acceptation, it is regarded as non-economic satisfaction (Steenkamp, 2003). Customer
satisfaction is formed through a different element such as product quality, price, brand
name, service accuracy, store decoration, availability of the product, patronizing sales
personnel etc. (Mowen, 2000). When the purpose of the company is to spread the brand to
the local and global arena, it analyses the satisfaction factors of product that integrate
brand association (Kim, 2002).

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Chapter 3
Overview of Berger Paints Bangladesh Limited
3.1: Overview of the paint industry in Bangladesh
3.2: History of Berger paints Bangladesh Limited
3.3 Berger Home Décor Services and Berger illusions at a Glance
3.4: Mission & Vision of the Company
3.5: Products and Services Offered by BPBL
3.6: Product development & diversification
3.7: Summary of the Chapter

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3.1 Overview of the Paint Industry in Bangladesh
In the past, there were only a few paint companies in this painting industry but now the
industry is booming. New companies have emerged in the paint industry. Considering the
population of Bangladesh as 145 million, the annual per capita paint consumption in
Bangladesh is around 357- 400 grammes, which in value is Tk. 30.25 equivalent to US$
0.44. This year the exponential rate would be 12% according to BPMA. This a very much
potential growth sector for paint manufacturers (Rahman, 2017).
The paint industry is fiercely competitive with a huge number of companies in operation.
But, only fifteen of them are national players. Moreover, only five multinational
companies are here including Berger Paints Bangladesh Limited (BPBL), Asian Paints,
Nippon paints and Dulux Paint and Jotun Bangladesh Limited. BPBL is leading the
market since the most recent a quarter-century in the Decorative sector because of its
customer delight, continuous improvement in its quality of manufacturing product and its
commitment to its customers (Bpmabd.org, 2017).
According to the present scenario, only five companies have a significant market share
across the country. Being the market leader, Berger Paints Bangladesh Limited is holding
55% market share alone in terms of the retail audit. After BPBL, Asian Paints has the
second position in the market though it is a small percentage in comparison to the market
leader (Bpmabd.org, 2017).
3.2 History of Berger Paints Bangladesh Limited
Berger has its unique and oldest history of more than 249 years of the paint sector. But in
Bangladesh, BPBL, former Jenson &Nicholson established its first factory in Chittagong
to produce products domestically for the domestic market in the year of 1970. After a long
journey; Berger Paints Bangladesh Limited (BPBL) has become the market leader of paint
solutions and related services. Berger maintains two factories one is in Dhaka and other is
in Chittagong.
3.3 Berger Home Décor Services and Berger illusions at a Glance
One of the crucial units of The Berger home Décor services is a vital unit of the Berger
Paints Bangladesh Limited. Berger Paints Bangladesh Limited introduced “Berger Home
Décor” on June 15, 2002, for providing the expert painting service according to the

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customer’s needs and demand. It has spread its functions in all over the country
(mr.muhasan@gmail.com, 2017).
Berger Paints is the first organization in Bangladesh to provide an extensive variety of
designer painting plans for the wall, inspiring imagination through Berger illusions.
“Berger illusions” is not just a paint; it's a radical new way of life for your walls. The
brand offers to orchestrate of fashioner paints for dividers with a large number of shading
choices. One can pick an assortment of around 100 illusions designs highlighting one of a
kind examples and surfaces that reflect diverse states of mind and ways of life.
3.4 Mission & Vision of the Company
Vision
‘To be the most preferred brand in the industry ensuring consumer delight.’
Mission
‘We shall increase our turnover by 100 percent every five years. We shall remain socially
committed ethical company.’
3.5 Product Offerings of Berger Paints Bangladesh Limited
Berger Paints Bangladesh Limited (BPBL) is famous for its various ranges of paint
products including decorative, powder coatings, marine paints and industrial coatings
though its main business is producing coatings and paints. The products and services of
Berger Paints Bangladesh Ltd. are given below:
1. Color Bank
2. Regular Coatings
3. Home Décor
4. Marine Paints
5. Industrial Paints
6. Textured Coatings
7. Outdoor Paints Protective
8. Heat Resistant Paints
9. Auto Refinish
10. Roofing Compounds and Epoxies

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3.6 Recent Product Development
Interior Product Development
Berger always moves forward to the latest technology for meeting up the demands of
consumers. As a result, eco-friendly products are introduced. Berger is a customer-centric
company thus offering products according to the consumer’s needs. The company already
stood up and launched its interior emulsion ‘Luxury Silk Metallic Finish’.
Recent Product Development
Extravagance Silk for Luxury Wall! Berger's Luxury Silk Metallic Finish joins the best of
tasteful interest with the best of useful properties walls. Metallic designer paint is ideal for
making the walls glamorous. There are three shades of colour of Luxury Silk Metallic
Finish. Like,
1. Golden
2. Bronze
3. Silver
Customers can experience glamour with gold finish, bring the excitement with bronze
finish and experience sheen shine silver on their walls according to their preferences.
After the overall discussion of this chapter, the research report can come to a summary
that in this chapter the overview of the company Berger Paints Bangladesh Limited had
been discussed briefly including some idea of the paint industry and recent product
development of BPBL.

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Chapter Four
4.1 Research design
4.2 Data collection method
4.3 Sampling Technique
4.4 Sample Size Determination
4.5 Reliability, Validity and Generalization
4.6 Ethical Issues
4.7 Timeframe

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4.1 Research Design
Before doing a research procedure a particular structure is required which fills in as a rule
for directing the examination and that structure is called research design (Malhotra, 2016).
It is furthermore said to be the planning arrangement of the research process. The genuine
parts of research like demonstrating information, choosing the sample size, designing the
questionnaire and conducting the survey all had been incorporated into this report.
Types of Research Design
Generally, there are two types of research design. The first is exploratory and the second
one is conclusive (Malhotra, 2015).
Exploratory research
This is such kind of research outline the objective of which is to give the information of
the survey and make comprehend of the circumstance of the examination (Malhotra,
2015). Here; the sample size is not large. A typical for this sort of research is – it does not
give any conclusion.
Conclusive Research
The crucial focus of this kind of research is helping the decision-maker in choosing,
evaluating and picking the best decision in a given critical situation (Malhotra, 2015). In
this research, the example size is tremendous with an examination of quantitative basic
data. A vital component of this sort of research is – it has a conclusion point which
suggests this research is conclusive.
In the wake of analyzing the patterns of both the research sort could set up that this report
was exploratory research in light of the way that-
1. Quantitative data was being utilized as a piece of the survey as fundamental data
analysis.
2. The sample size of the survey was little – only 60.
3. This report did not arrive at any conclusion rather it included some comprehension
about the awareness and perception regarding the Berger illusions of the
consumers.

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Main Research Instruments
1. Questionnaire- In this research, the questionnaire is the most vital for
conducting a survey and the questionnaire made to understand the view of
general people designed to examine all the underlying facts behind the
objective of the report.
2. No of question: The questionnaire is composed of 15 questions.
3. Questionnaire format: The questionnaire is incorporated with both structured
and unstructured questions.
4. Question type: Not only close-ended questions but also some open-ended
questions were included in the questionnaire for better Quantitative analysis.
5. Required time to complete answers of the questionnaire: In the case of this
research the respondents took 15 minutes to complete the questionnaire on an
average.
6. Document Review- This report reviewed several documents like company
profile, the annual report of the organization etc.
4.2 Data collection method
The process or way of collecting data which is needed for the research process is called
data collection method. Data collection method can be categorized into two methods
including, quantitative data collection and quantitative data collection.
Qualitative data collection
Qualitative data alludes to those sorts of data which cannot be measured and which is
unique. This qualitative data was generally primary. Other than the study that had been
arranged was furthermore on the introduction of quantitative data.
Quantitative data collection
Quantitative information is those sorts of information which can be measured. So,
quantitative data collection is used where the numerical data is related to the research.
In this report, quantitative information had been done for the research and qualitative
information had been completely neglected.
4.3 Sampling Technique
There must be a particular framework to choose the components of the specific sample of
research. There are essentially two sorts of sampling techniques, one is probability

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sampling technique and other is non-probability sampling technique. In probability
sampling, random selection is used in terms of selecting elements. Whereby non-
probability sampling is a judgmental sampling by which elements of the research are
chosen purposely on the researcher’s judgment.
In this research, probability sampling technique was used. The reason behind the
technique is there was no known or equivalent probability that every person of the
population will be picked. Potential customers who will use the illusion design or want to
use the illusion design. Different points of Dhaka city will be covered in this survey
including Uttara, Baridhara, Gulshan, Rampura, Khilgaon, Shantinagar, Baily Road,
Moghbazar, Dhanmondi, Wari, Old Dhaka etc.
4.4 Sample Size Determination
Since the non-probability sampling technique had been used, the sample size was settled
similarly to the time availability. 60 respondents were surveyed to collect qualitative data
because of the time shortage and the absence of respondents and the report is done in the
perspective of that aftereffect of those reviews.
4.5 Reliability, Validity and Generalization
The unwavering quality of the data sources in a research is called the reliability of data. It
has an enormous effect on the entire research process if the sources are not dependable. In
this report paper, it was seen with the sharp care that the data sources were adequately
dependable to use in this report. Validity implies the suitability of data in particular
research. This validity was likewise a piece of this specific research as the information was
checked a few circumstances before executing them in this research. In conclusion
generalization of data means the greater perspective of the entire data.
4.6 Ethical Issues
The ethical issue of a report does not insinuate the ethical standard of the researcher
figuratively speaking the issue is also related to the respondent’s ethical response. The
ethical issue of the report was exceptionally considered while preparing the report. There
might have a small portion of misdirecting information however that couldn't make any
ethical issue in the report.

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4.7 Timeframe
Task/Time
W
1
W
2
W
3
W
4
W
5
W
6
W
7
W
8
W
9
W
10
W
11
W
12
January 2017 February 2017 March 2017
Introduction
Literature
review
Overview of
Berger Paints
Bangladesh
Limited
Research
methodology
Design of data
collection
method
Data collection
Data analysis
Findings
Recommendation
& conclusion
Proofreading
Showing to
supervisor
Submission
After the overall discussion of this chapter, the research report can come to a summary
that in this chapter the overall process of the sample size, sampling technique and data
collection had been stated specifically. Generally, here the methodology of research and
analyzing the Quantitative data were discussed. Also the ethical issues, validity were
specified in this section.

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Chapter 5
Respondent’s Profile and Interpretation and Analysis of
the Research
5.1 Respondent’s Profile
5.2 Interpretation and Analysis of the Research

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5.1 Respondent’s Profile
The last part of this report was the system of the research. In addition, here in this part the
assembled data analysis and findings were surveyed. There were 60 respondents while
gathering the data and the procedure was a questionnaire with fifteen questions.
Gender of the Respondents
Exhibit 5. 1: Gender
The Percentage of female respondents is higher i.e. 67% male respondents is 33%.
Age of the Respondents
Exhibit 5. 2: Age
The Majority of the respondents fall in the age range of (18-28) which accumulates 78% of
the total responses.
33%
67%
Gender
Male
Female
Total respondents = 60
78%
7%
8%
7%
Age
18-28 years
old
29-39 years
old
40-50 years
old
Total respondents=60
Gender Frequency Percentage
Male
20 31%
Female 40 69%
Total 60 100%
Age Frequency Percentage
18-28 47 78%
29-39 4 7%
40-50 5 8%
51-61 4 7%
Total
60 100%

Page | 32
Location of Respondents
Exhibit 5. 3: Location of Dhaka
29 respondents (48%of the total responses) respondents were from Dhaka North
Corporation and 31 respondents (52% of the total responses) respondents were from
Dhaka South Corporation
Resident Type
Exhibit 5. 4: Resident types
52% of respondents have the rented house and 48% of respondents have their own houses.
48%
52%
Location
Dhaka North
Dhaka South
52%
48%
Resident types
Rented
Owned
Location Frequency Percentage
Dhaka North 29 48%
Dhaka South 31 52%
Total 60 100%
Resident Type Frequency Percentage
Rented 29 52%
Owned 31 48%
Total 60 100%

Page | 33
5.2 Interpretation and Analysis of the Research
Analysis of data in a research report stretch out expects to accumulate data, sort and make
an interpretation of them, change them into information and after that using them in the
research procedure. In this particular research, a once-over of fifteen questions in the
survey was presented to the respondents. In the wake of gathering the responses of the
respondents, the research came to a substance on the results of the survey.
5.2.1: Question 1: Do you have any idea of the designer wall painting services?
Exhibit 5. 5: Awareness regarding designer wall painting service
Interpretation and analysis: From the survey, it has been shown that out of 60 respondents
34 respondents (57% of the total responses) said that they had no idea of the designer wall
painting service and 34 respondents (43% of the total responses) said they had an idea
regarding this service.
So, it can be said that the level of customer awareness towards the designer wall painting
service is not good.
43%
57%
Awareness regarding
designer wall painting
service
Yes
No
Criteria Frequency Percentage
Yes 26 43%
No 34 57%
Total 60 100%

Page | 34
5.2.2: Question 2: If yes, which designer paint’s brand do you know?
Exhibit 5. 6: Awareness of designer painting brands
Interpretation and analysis: From the survey, it has been shown that out of 60
respondents, 37 respondents (62% of the total responses) said that they had the idea of the
brand name of the designer paint. Among these 37 respondents, 25 respondents (42% of
the total responses) said that they know ‘Berger Paints’, 5 respondents (8% of the total
responses) said that they know ‘Asian Paints’, 7 respondents (12% of the total responses)
said that they know ‘Roxy Paints’ as a designer wall painting service provider and 23
respondents (38% of the total responses) had not answered the question.
So, it can be said that the level of customer awareness towards the designer paints of
Berger Paints goes positively as most of the respondents knew the brand Berger.
42%
8%
12%
38%
Awareness of designer
painting brands
Berger Paints
Asian Paints
Roxy Paints
Not Answered
Options Frequency
Percentag
e
Berger
Paints
25 42%
Asian
Paints
5 8%
Roxy Paints 7 12%
Not
answered
23 38%
Total 60 100%

Page | 35
5.2.3: Question 3: Have you heard about Berger illusions design of Berger Home
Décor?
Exhibit 5. 7: Awareness of Berger illusions
respondents, 47 respondents (59% of the total responses) said that they heard about the
illusions of Berger Home Décor and 33 respondents (41% of the total responses) said that
they didn’t hear about the illusions of Berger Home Décor.
So, it can be said that the level of brand awareness of Berger illusions of Berger Home
Décor goes positively as most of the respondents were heard about the Berger illusions.
59%
41%
Yes No
Awareness of Berger
illusions
Yes
No
Total respondents =60
Yes 47 59%
No 33 41%
Total 60 100%

Page | 36
5.2.4: Question 4: If yes, then how did you know about the illusions design of Berger
Home Décor?
Exhibit 5. 8: Medium to know about illusions
respondents, 32 respondents (53% of the total responses) said that they have known about
the Berger illusions of Berger Home Décor from advertisements, 12 respondents (20% of
the responses) said that they came to know about the Berger illusions of Berger Home
Décor from friends and relatives, 4 respondents (7% of the responses) said that they came
to know about the Berger illusions of Berger Home Décor from newspapers and 12
respondents (20% of the responses) said that they came to know about the Berger illusions
of Berger Home Décor from social media.
So, it can be said that the advertisements of the Berger illusions of Berger Home Décor of
Berger Paint Bangladesh Limited have been a successful media to create the brand
awareness as most of the respondents preferred that media by which the respondents heard
about the illusions.
53%
20%
7%
20%
Medium to know about
illusions
Advertisement
s
Friends/realtiv
es
Newspapers
Social media
Total respondents= 60
Options Frequency Percentage
Advertisements 32 53%
Friends/relatives 12 20%
Newspapers 4 7%
Social media 12 20%
Total 60 100%

Page | 37
5.2.5: Question 5: What are your preferred media for getting information/ viewing
illusions designs?
Exhibit 5. 9: Preferred media
respondents, 21 respondents (35% of the total responses) said that they preferred
advertisements (Tvc and Rdc), 18 respondents (30% of the responses) said that they
preferred website, 10 respondents (17% of the responses) said that they preferred
newspaper, 5 respondents (8% of the responses) said that they preferred magazine,3
respondents (5% of the responses) said that they preferred SMS, 3 respondents (5% of the
responses) said that they preferred app for getting information/ viewing of illusions
designs.
So, it can be said that the majority of the respondents preferred the advertisements of the
Berger illusions of Berger Home Décor of Berger Paints Bangladesh Limited as a media
for getting information/ viewing of illusions designs. For this reason, BPBL should make
meaningful and clear advertisements in the form of tvc and rdc for Berger illusions.
35%
5%
17%
30%
8%
5%
Preferred media
Tvc & Rdc
Sms
Newspaper
Website
Magazine
App
Tvc & Rdc 21 35%
Sms 3 5%
Newspaper 10 17%
Website 18 30%
Magazine 5 8%
App 3 5%
Total 60 100%

Page | 38
5.2.6: Question 6: Have you been aware of any fair/festival promoting designer
paints/ illusions?
Exhibit 5. 10: Awareness of fair/festival
respondents, 42 respondents (70% of the total responses) said that they were not aware of
any type fair/festival promoting designer paints/ illusions and 18 respondents (30% of the
responses) said that they had been aware of any type fair/festival promoting designer
paints/ illusions of Berger Home Décor.
So, it can be said that the awareness level of the customers towards the fair/festival
promoting designer paints/ illusions of Berger Home Décor is low so Berger Paints
Bangladesh Limited should take more promotional activities to make the fair/festival of
designer paints/ illusions of Berger Home Décor successful.
30%
70%
Awarenss of fair/festival
Yes
No
Yes 18 30%
No 42 70%
Total 60 100%

Page | 39
5.2.7: Question 7: Which one will you prefer according to your perception?
Exhibit 5. 11: Perception regarding wall decoration
respondents, 40 respondents (67% of the total responses) said that they would prefer
Berger illusions of Berger Home Décor, 5 respondents (8% of the responses) said that they
would prefer the designer paints of other company and 15 (25% of the responses)
respondents said that they would prefer the wallpaper for their home decoration.
So, it can be said that the perception of the customers towards the designer paints of
Berger Paints goes in a very positive way as most of the respondents will prefer the
‘‘Berger illusions’’ for their wall decoration.
67%
25%
8%
Perception regarding wall
decoration
Berger illusions
of Berger Home
Decor
Wallpaper
Designer paints
of other
comapny
Berger
Illusions
of Berger
Home
Decor
40 67%
Wallpaper 15 25%
Designer
paints of
other
company
5 8%
Total 60 100%

Page | 40
5.2.8: Question 8: How do you feel about the collection of illusions designs?
Exhibit 5. 12: Perception regarding the collection of illusions designs
respondents, 30 respondents (50% of the total responses) said that the collection of
illusions designs of Berger Home Décor was excellent, 20 respondents (34% of the
responses) said that the collection of illusions designs of Berger Home Décor was
satisfactory, 8 respondents (13% of the responses) said that the collection of illusions
designs of Berger Home Décor was moderately satisfactory and only 2 respondents (8% of
the responses) respondents said that the collection of illusions designs of Berger Home
Décor was dissatisfactory
According to the majority of the respondents, it can be said that the satisfaction level
towards the collection of Berger illusions designs of Berger Home Décor is high.
50%
34%
13%
3%
Perception regarding
collection of illlusions
designs
Excellent
Satisfactory
Moderately
Satisfactory
Dissatisfactor
yTotal respondents=60
Excellent 30 50%
Satisfactory 20 34%
Moderately
Satisfactory
8 13%
Dissatisfactory 2 8%
Total 60 100%

Page | 41
5.2.9: Question 9: Do you think wallpaper and other designer paints are more
durable than illusions?
Exhibit 5. 13: Perception regarding the durability
respondents, 41 respondents (68% of the total responses) said that they did not think that
the wallpaper and other designer paints could be more durable like Berger illusions and 19
respondents (32% of the total responses) said that they thought that the wallpaper and
other designer paints could be more durable like Berger illusions.
According to the majority of the respondents, it can be said that the perception regarding
durability towards Berger illusions is very positive in comparison to the other designer
paints and wallpaper.
32%
68%
Perception regarding the
durability
Yes
No
Yes 19 32%
No 41 68%
Total 60 100%

Page | 42
5.2.10: Question 10: What do you think about the design variation of illusions and
wallpaper and other designer paints?
Exhibit 5. 14: Perception regarding the design variations
respondents, 15 respondents (25% of the total responses) said that the illusions design had
25%
15%
25%
9%
18%
8%
illusions design has a
great variety
The designs of
illusions are more
attractive
The designs of
illusions have
customized options
The designs of
wallpaper and other
designer paints are
more attractive
Wallpaper and other
designer paint have a
great variety
All of them are the
same
design variations
illusions
design has
a great
variety
15 25%
The designs
of illusions
are more
attractive
9 15%
The designs
of illusions
have
customized
options
15 25%
The designs
of
wallpaper
and other
designer
paints are
more
attractive
5 9%
Wallpaper
and
other
designer
paints have
a great
variety
11 18%
All of them
are the
same
5 8%
Total 60 100%

Page | 43
a great variety, 15 respondents (25% of the responses) said that the designs of illusions
had customized options,11 respondents (18% of the responses) said that the wallpaper had
a great variety,9 respondents (13% of the responses) said that the designs of illusions were
more attractive and only 5 respondents (8% of the responses) respondents said that all of
them were the same when they asked about the design variation of illusions and wallpaper
and other designer paints.
According to the majority of the respondents, it can be said that the respondents have very
much positive outlook regarding the design variation of illusions in comparison to
wallpaper and other designer paints.

Page | 44
5.2.11: Question 11: What do you think about the colour variation of designer paint
Berger illusions, wallpaper and other designer paints?
Exhibit 5. 15: Perception regarding the colour variation
respondents, 29 respondents (48% of the total responses) said that Berger illusions had a
large variety of colour,13 respondents (22% of the responses) said that the wallpaper’s
colour could not be customized, 11 respondents (18% of the responses) said that all of
them were the same and 7 respondents (12% of the responses) said that the wallpapers had
more colour shades when they were asked about the colour variations of designer paint
Berger illusions in comparison to wallpaper and other designer paints.
According to the majority of the respondents, it can be said that Berger illusions have a
large variety of colour of Berger Home Décor is which is very much positive for customer
satisfaction.
48%
12%
22%
18%
Berger illusions have a
large variety of color
Wallpapers and other
designer paints have
more color
Wallpaper’s color
cannot be customized
All of them are the
same
color variation
Berger
illusions have
a large variety
of colour
29 48%
Wallpapers
and other
designer paints
have more
colour
7 12%
Wallpaper’s
colour cannot
be customized
13x 22%
All of them are
the same
11 18%
Total 60 100%

Page | 45
5.2.12: Question 12: What do you think about the price of wallpaper and other
designer paints in comparison to illusions?
Exhibit 5. 16: Perception regarding the
price
respondents, 26 respondents (44% of the total responses) said that the Wallpaper and other
designer paint were cheaper than illusions, 20 respondents (33% of the responses) said that
the price was same to some extent, 9 respondents (15% of the responses) said that the
wallpaper and other designer paint were not cheaper than illusions and 5 respondents (8%
of the responses) said that they had no idea regarding the price of wallpaper and other
designer paint in comparison to Berger illusions when they were asked about the price of
these three.
15%
44%
33%
8%
Wallpaper and other
designer paint are
not cheaper than
illusions
Wallpaper and
other designer
paints are cheaper
than illusions
To some extent the
price is same
No idea
price
Wallpaper and
other designer
paint are not
cheaper than
illusions
9 15%
Wallpaper and
other designer
paints are
cheaper than
illusions
26 44%
To some
extent, the
price is the
same
20 33%
No idea 5 8%
Total 60 100%

Page | 46
It can be said that most of the respondents hold the perception of high price towards the
Berger illusions design of Berger Home Décor.
5.2.13: Question13: Please evaluate Berger illusions, other designer paints and
wallpaper.
Evaluation of the Berger illusions, other designer paints and wallpaper
Berger illusions
Excellent 21 35%
Satisfactory 26 43%
Moderately
satisfactory 13 22%
Total 60 100%
Other Designer Paints
Excellent 7 12%
Satisfactory 28 46%
Moderately
satisfactory 25 42%
Total 60 100%
Wallpaper
Excellent 7 12%
Satisfactory 21 35%
Moderately
satisfactory 25 41%
Dissatisfactory 3 5%
Not Pleasing at all 4 7%
Total 60 100%
35%
43%
22%
Evaluation regarding
Berger illusions
Excellent
Satisfactory
Moderately
satisfactory
12%
46%
42%
other designer paints
Excellent
Satisfactory
Moderately
satisfactory
12%
35%
41%
5%7%
wallpaper Excellent
Satisfactory
Moderately
satisfactory
Dissatisfactory
Not Pleasing at
all

Page | 47
Exhibit 5. 17: Evaluation of the Berger illusions, other designer paints and wallpaper
respondents, 21 respondents (35% of the total responses) said that the illusions designs
were excellent, 26 respondents (43% of the responses) said that the illusions designs were
satisfactory, 13 respondents (22% of the responses) said that the illusions designs were
moderately satisfactory when they were asked to evaluate the Berger illusions, other
designer paints and wallpaper.
From the survey it has been shown that out of 60 respondents, 7 respondents (12% of the
total responses) said that the other designer paints were excellent, 28 respondents (46% of
the responses) said that the other designer paints were satisfactory, 25 respondents (42%
of the responses) said that the other designer paints were moderately satisfactory when
they were asked to evaluate the Berger illusions, other designer paints and wallpaper.
From the survey it has been shown that out of 60 respondents, 7 respondents (12% of the
total responses) said that the wallpapers were excellent, 21 respondents (35% of the
responses) said that the wallpapers were satisfactory, 25 respondents (41% of the
responses) said that the wallpapers were moderately satisfactory, 3 respondents (5% of the
responses) said that the wallpapers were dissatisfactory and 4 respondents (7% of the
responses) said that the wallpapers were not Pleasing at all when they were asked to
evaluate the Berger illusions, other designer paints and wallpaper.
So, according to the responses of the respondents, ‘‘Berger illusions’’ is the best designer
painting brands in comparison to the other designer paints and wallpapers in terms of
every comparable thing.

Page | 48
5.2.14: Question 14: Which one is the most popular design of Berger illusions
designs?
Exhibit 5. 18: Top ten Berger illusions designs
Interpretation and analysis: From the survey, we have got the top 10 illusions designs
by the ranking of the respondents. According to the responses of the respondents, the most
popular design was Spring 36 respondents (16.74% of the total responses) chose it as
excellent design. After that 31 respondents (14.42% of the total responses) had chosen
Pushpodhara, 22 respondents (10.23% of the total responses) had chosen Watermark, 21
respondents (9.77% of the total responses) had chosen Lines,21 respondents (9.77% of the
total responses) had chosen Galaxy glow,20 respondents (9.30% of the total responses)
had chosen Spatula, 18 respondents (8.37% of the total responses) had chosen Cane forest,
16 respondents (7.44% of the total responses) had chosen Ripples,15 respondents (6.98%
of the total responses) had chosen Earthy and 15 respondents (6.98% of the total
responses) had chosen korobi design respectively.
According to the respondents, the top 10 illusions designs are found out by the survey.
16.74%
14.42%
10.23%
9.77%
9.77%
9.30%
8.37%
7.44%
6.98%
6.98%
Spring
Pushp…
Water…
Lines
Galaxy…
Spatula
Cane…
Ripples
Earthy
Korobi
Top ten Berger illusions
designs
Total respondents =
60
Name of the
illusions
designs
Frequency Percentage
Spring 36 16.74%
Pushpodhara 31 14.42%
Watermark 22 10.23%
Lines 21 9.77%
Galaxy glow 21 9.77%
Spatula 20 9.30%
Cane forest 18 8.37%
Ripples 16 7.44%
Earthy 15 6.98%
Korobi 15 6.98%

Page | 49
5.2.15: Question 15: Please mention why do you think the design is excellent?
Exhibit 5. 19: Reasons behind the popular designs
respondents, 21 respondents (35% of the total responses) said that they had chosen the
design as excellent because the design is a good combination,16 respondents (27% of the
responses) said that they had chosen the design as excellent because the design is a
sophisticated design,10 respondents (17% of the responses) said that they had chosen the
design as excellent because they just like the design,7 respondents (11% of the responses)
said that they had chosen the design as excellent because the design is suitable for all types
of wall.
According to the respondents, it can be said that the reason behind choosing the particular
design is different from the respondent to respondent
This chapter is based on a survey that was conducted with 60 respondents. The purpose of
the survey was to get the majority opinion regarding the awareness and perception towards
Berger illusions of Berger Home Décor.
27%
35%
17%
11%
10%
Reasons behind the
popular designs
Sophisticated
design
Good combination
I just like it
Unique
Suitable for all
types of walls
Sophisticated
design
16 27%
Good
combination
21 35%
I just like it 10 17%
Unique 7 11%
Suitable for
all types of
walls
6 10%
Total 60 100%

Page | 50
Chapter 6
Findings from the Research
6.1 Findings and Links up the Objectives from the Research

Page | 51
6.1 Findings and Links up the Objectives from the Research
The objectives that were set with a view to achieving had been linked up to this findings
portion to assure that they had been achieved.
Broad Objective: To assess the level of awareness and perception towards the
illusions designs of Berger Home Décor of the consumers
The broad objective of this research was to assess the level of awareness and perception
towards the illusions designs of Berger Home Décor of the consumers. From question no 1
to 6 several questions related to the awareness level of the illusions designs of Berger
Home Décor and from the question no 7 to 12 several questions related to the perception
towards the illusions designs of Berger Home Décor.
But we got a clear view about the awareness level of Berger illusions in question no 3.
Here the question was “Have you heard about Berger illusions design of Berger Home
Décor?’’ It was found from the survey of this question that out of 60 respondents, 47
respondents (59% of the total responses) said that they heard about the illusions of Berger
Home. In question no 7 we got a clear view of perception towards the illusions designs of
Berger Home Décor of the respondents. Here the question was ‘‘which one will you prefer
according to your perception?’’It was found from the survey that out of 60 respondents, 40
respondents (67% of the total responses) said that they would prefer Berger illusions of
Berger Home Décor.
Findings: So, it can be said that Berger has a good level of awareness and positive
perception of its illusions brand. From the survey of these two questions, the report was
able to achieve the objective to assess the level of awareness and perception towards the
illusions designs of Berger Home Décor.
Specific Objective:
To identify the sources of information through which customers get to know about
illusions
One of the specific objectives of this research was to identify the sources of information
through which customers get to know about Berger illusions designs of Berger Home
Décor. To achieve this objective the research process had to go through question 4 and the
question was ‘‘How did you know about the illusions design of Berger Home Décor?’’ It

Page | 52
was found from the survey that out of 60 respondents, 32 respondents (53% of the total
responses) said that they had known about the Berger illusions of Berger Home Décor
from advertisements.
Findings: So, it can be said that the company have informative advertisements and the
message of the advertisements is clear as a result customers get to understand about the
brand.
To identify the other brand's awareness
The next specific objective of this research was to identify other brands’ awareness. To
achieve this objective the research process had to go through question 2 and the question
was ‘‘Which designer paint’s brand do you know?’’It was found from the survey that out
of 60 respondents, 37 respondents (62% of the total responses) said that they had the idea
of the brand name of the designer paint and among these 37 respondents 25 respondents
(42% of the total responses) said that they knew ‘Berger Paints’.
Findings: So, the level of awareness of Berger Paints is convincing in comparison to other
brands.
To identify the most popular design
The third specific objective of this research was to identify the most popular design of
Berger illusions designs of Berger Home Décor. In question no 14 we got the answer
regarding the most popular top 10 designs among 78 designs. The question was ‘‘Please
rank which one is the best designs of Berger illusions according to you?’’ It was found
from the survey that out of 60 respondents 36 respondents (16.74% of the total responses)
had chosen Spring as excellent design.
Findings: So, the major finding here is consumers love colourful and vibrant natural
designs.
To identify the reasons for choosing the particular design
The fourth specific objective of this research was to identify the reasons for choosing the
particular design of Berger illusions designs of Berger Home Décor. To achieve this
objective the research process had to go through question 15 and the question was ‘‘Please
mention why do you think the design is excellent?’’It was found from the survey that out

Page | 53
of 60 respondents majority of the respondents around 21 respondents (35% of the total
responses) said that they had chosen the design as excellent because the design is a good
combination.
Findings: So, here is the major finding if the company makes a design of good
combination customers will pick that.
To comprehend the progressing customer preferences and tastes on designs on the
wall
The last specific objective of this research was to comprehend the progressing customer
preferences and tastes on designs on the wall. To achieve this objective the research
process had to go through question 13 and the question was ‘‘Please evaluate Berger
illusions, other designer paints and wallpaper.’’ It was found from the survey that out of
60 respondents majority of the respondents picked Berger illusions in a preferable way if
they wanted to make designs on their wall and this result came from the evaluation of the
respondents in the survey.
Findings: So, according to the evaluation, it can be said that Berger illusions have got
sustainable consumers' recognition in comparison to other designer paints and wallpapers.
Other Findings: Moreover, from this study, it has been found out that ‘Berger illusions’
has a great image in terms of durability, designs, colour shades and catalogue in
comparison to other brands. The report found out the preferred media for getting news
about the illusions in future. The price of the illusions is higher than that of other designer
paints and wallpapers. A lack of awareness of the fair/ festival of illusion has also been
proved.
This chapter is based on the findings from the conducted survey and linked the objective.
Overall this study found a positive result from the respondent's answers which at the end
helped to achieve the desired objective of the research.

Page | 54
Chapter 7
Contents of the chapter
7.1 Recommendations
7.2 Conclusions
7.3 Appendix
7.4 References

Page | 55
7.1 Recommendations
It is time to give some recommendations to the company. From the survey the
recommendations can be stated below:
Price
According to the majority of the respondents, wallpaper and other designer paints are
cheaper than Berger illusions. So, to solve this pricing problem Berger paints Bangladesh
Limited can use a different approach to pricing. The company can introduce the schemes,
offers and discounts to the customers for boosting up the sales. To encourage the regular
customers some pricing strategy can be followed for repeat purchasing service. The
company should be more transparent for its pricing strategy to its customers.
Fair
The arrangement of some fairs can create awareness towards Berger illusions of Berger
Home Décor. But the time and place of this fair should be logical and the company should
make proper advertisements for these types of fairs. The company should use online
promotional tools like email, social sites and side by side traditional promotional tools like
tvc, rdc, billboard, brochure, leaflets and newspaper advertisement to create awareness of
the fairs.
Home Décor Office at Convenient Location
Berger Paints Bangladesh Limited should place its Home Décor office at a convenient
location to develop the awareness and perception towards the illusions brands of Berger
Home Décor where people generally gather or pass by or can easily go to take the designer
paint service.
Increase the Presence of Brand
Berger should emphasize on advertisements of Berger illusions and transmit the clear
message to the audience about the design, price, colour customization all the related
information regarding the designer paint Berger illusions of Berger Home Décor. The
company can telecast the tvc more on the local television channels and radio also like the
promotional and marketing activities of illusions are not enough to convince the

Page | 56
customers. The company can arrange some contests on online and offline to make Berger
illusions viral as a designer paint.
Illusions booths can be placed at different places like mega shopping malls like Jamuna
Future Park, Bashundhara City, Pink city, Shimanto Square, popular superstores such as
Agora, Almas, Meena Bazar, PQS and Shwapno, reception area and lobby of major hotels,
tile and sanitary ware shops and waiting areas of schools and colleges where interested
clients would have the access know about the illusions or colour consultancy services from
trained colour consultants. Free design catalogue, leaflets, flyers can also be handed over
to the clients for better exposure of home Décor services.
Co-Branding and Sponsorship
Berger Illusions can start its co-branding with other companies such as Interior designer
firms and Real Estate Developers to make the illusions recognized to all. Both companies
will promote a mutually beneficial offer. Berger Paints Bangladesh Limited can provide
incentives or special benefits to its co-branding partner for promoting and branding
illusions to the potential clients. Berger illusions should sponsor some influential events or
arrange some unique events where ‘Berger illusions’ these two words will be highlighted.
To make Berger illusions of Berger Home Décor popular among the customers it should
arrange some events related to the Home Decoration which will give maximum exposure
to the illusions brand.
Redesigning the Website
The website of the Berger illusions of Berger Home Décor should be developed and
redesigned. All the related information regarding illusions should be provided here. More
information & visual elements can be added to the website for enhanced demonstration of
the illusions designs available.

Page | 57
7.2 Conclusion
Berger Paints Bangladesh Limited is leading the paint industry of Bangladesh for its
quality and exceptional marketing strategy. Berger illusions of Home Décor service is one
of the best services of Berger provides designer wall painting services to the customers
and gives them a perfect guideline to make their home more beautiful and lustrous.
According to the survey responses, we can understand that most of the people were aware
of this brand name but they were unaware of the fairs. Perception regarding the price of
illusions is not positive at all so the company should make proper arrangements for this
issue. Moreover, it was found out from the survey that there was a lack of brand
promotion and awareness programme to make Berger illusions and the related offer to the
customers.
Day by day, the competition in the market has been increasing in the paint industry. Berger
has more competitors now than before in designer wall painting service. So, Berger Home
Décor should take proper steps to increase the awareness and build a positive perception
towards the illusions brand of the customers by which Berger can hold its superior and
unique position in the market than those of the competitors. If Berger Paints Bangladesh
Limited can improve its issues regarding illusions brand in the above-stated points, then
it will be the best brand and remain the market leader.

Page | 58
7.3 Appendix
Questionnaire: Consumer Awareness and perception: A study on Berger illusions
designs
Respondent Profile:
1. Age Range:
18-28 years old 29-39years old 40- 50years old  51-61 years old
2. Gender: Male  Female
3. Location of residence:
 Uttara  Baridhara  Gulshan  Rampura  Khilgaon
 Shantinagar  Baily road Moghbazar  Dhanmondi  Other
4. Residence type: Owned Rented
Questionnaire: Survey on illusions designs:
1. Do you have any idea of the designer wall painting services?
Yes No
2. If Yes then which ones 1_____________ 2______________ 3_____________
3. Have you heard about illusions design of Berger Home Décor?
Yes No
4. If yes, then how did you know about the illusions design of Berger Home Décor?
Friends/relatives Social media Advertisements
Newspapers Other (please mention) _______________
5. What are your preferred media for getting information/ viewing of illusions
designs?
Website Tvc & Rdc (TV commercials & radio commercials)
Newspaper App
6. Have you been aware of any fair/festival promoting designer paints/ illusions?
Yes No
7. Which one will you prefer?
Designer paints of other companies
illusions design of Home Décor

Page | 59
Wallpaper: Brand
8. How do you feel about the collection of illusions design catalogue?
Excellent Satisfactory Moderately satisfactory Dissatisfactory
Not pleasing at all
9. Do you think wallpaper is more durable than designer paint?
Yes No
10. What do you think about the design variation of illusions and wallpaper?
Wallpaper has a great variety
illusions design has a great variety
Both of them are the same
illusions designs have customized options
Designs of illusions are more attractive
wallpapers are more attractive
11. What do you think about the colour variation of designer paint and wallpaper?
Designer paints have a large variety of colours Wallpapers have more colours
Wallpaper’s colours cannot be customized Both of them are the same
12. What do you think about the price of wallpaper?
Wallpaper is cheaper than illusions
Wallpaper is not cheaper than illusions
To some extent, the price is the same
13. Please evaluate Berger illusions, other designer paints and wallpaper
Name
Illusions Excellent Satisfactory Moderately
satisfactory
Dissatisfactory Not
pleasing
at all
Designer
paint of
others
Wallpaper

Page | 60
14. Please rank the designs according to your choice
- Designs are attached here.
15. Please mention why do you think the design or the designs are excellent?

Page | 61
7.4 References
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Distributor-Manufacturer Working Relationships. Journal of Marketing, 48(4),
p.62.
3. Bpmabd.org. (2017). ..:: Welcome to the Bangladesh Paint Manufacturer's
Association (BPMA)::... [online] Available at: http://www.bpmabd.org/ [Accessed
17 Mar. 2017].
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Page | 62
13. Rahman, S. (2017). Paint makers continue double-digit growth. [online] The Daily
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