1. IDENTIFYING THE TOTAL POTENTIALS OF WHITE CEMENT MARKET FOR ASIAN PAINTS INDIA LTD
AT
ASIAN PAINTS
Project work
SUBMITTED to the
UNIVERSITY OF MADRAS
In partial fulfillment of the
Requirements for the award of degree of
MASTER OF BUSINESS ADMINISTRATION
By
R.KARTHIKEYAN
10230153
Under the guidance of
Prof V.S.RANGARAJAN
SCHOOL OF MANAGEMENT
D.G. VAISHNAV COLLEGE
Chennai – 600106.
APRIL – 2012

2. BONAFIDE CERTIFICATE
This is to certify that the project report titled
“Identifying the total potentials of white cement market for
Asian paints India Ltd”. is a bonafide record of work carried out by Mr. karthikeyan at
asian paints final semester from January-2012 to March-2012, in partial fulfillment of the
requirements for the award of the degree of MASTER OF BUSINESS ADMINISTRATION by
UNIVERSITY OF MADRAS during the academic year 2010 – 2012.
Dr.Ashvini Ravi Prof.V.S.Rangarajan
Head of Department Project Guide
Dr. S. Narasimhan
PRINCIPAL
(College seal)

3. DECLARATION
I, KARTHIKEYAN.R hereby declare that the project work titled “Identifying the total
potentials of white cement market for Asian paints India Ltd”. submitted by me for the award of
degree of Master of Business Administration has not formed the basis for the award of any
other Degree, Diploma, Associate ship, Fellowship or other similar titles and this dissertation
has been done by me under the guidance of MR.AFZAL KHAN and Prof. V.S.RANGARAJAN
School of Management, D.G. Vaishnav College, Chennai.
KARTHIKEYAN.R
Place:
Date:

4. ACKNOWLEDGEMENT
I have immense pleasure toacknowledge those who have assisted and supported me in preparing this
report.I take thisopportunitytoexpressmygratitude toProf.Dr.S. NarasimhanPrincipal,D.G.Vaishnav
College, Chennai and Prof. V. Ganesan, Dean, School of Management, D.G.Vaishnav College, Chennai
without whose help this project would not have materialized. I would like to thank Dr. Ashvini Ravi
Directorof School of Management,D.G.VaishnavCollege,Chennai,Projectguide Prof.V.S.Rangarajan to
whom I am much beholden. he was there with me in patience and consistent encouragement to
develop the project till the completion of this project on time.
I take this opportunity to express my hearty thanks to Mr.AFZAL KHAN- Project Manager for his
guidance and support during my project period.
I extentmygratitude tomyparents,friendsandotherswhohave beendirectlyorindirectlyencouraging
me for the completion of the course.

5. ABSTRACT
Opinion or attitude is an individual point of view towards the product. It may either
be favourable or unfavourable; their view may change at any time. Competitor’s action and
promotional activities by an organization will change the customer point of view towards the
product.
The study is conducted in Chennai city for “Identifying the total potentials of white
cement market for Asian paints India Ltd”.
The research study is conducted based on descriptive research of fact-finding and
enquires. A population of 106 from Asian paints colour world dealers in Chennai city were
covered through survey and interview technique. The questionnaire is based on multiple-choice
questions, open ended and closed ended.
The researcher used percentage analysis, weighted average method, ranking and
chi – square for research purpose.
The findings state that the dealers accept the alternative product for the white cement.
The final part suggestion gives what are all the activities to be taken while launching the new
product.

6. CONTENTS
TABLE OF CONTENTS PAGE NO.
ABSTRACT iii
LIST OF TABLES vii
LIST OF CHARTS ix
CHAPTER1 INTRODUCTIONTO THE
COMPANY
1.1 INDUSTRYPROFILE 1
1.2 COMPANY PROFILE 3
CHAPTER2 AIM OF THE PROJECT
2.1 OBJECTIVES
2.2 NEED FOR THE STUDY
2.3 STATEMENT OF THE
PROBLEM
11
12
13
14

7. 2.4 LIMITATIONS
CHAPTER3 RESEARCH METHODOLOGY 15
CHAPTER4
CHAPTER5
CHAPTER6
CHAPTER7
ANALYSIS AND
INTERPRETATION
FINDINGS
SUGGESTIONS
CONCLUSION
18
54
55
56
QUESTIONNAIRE
REFERENCES

8. LIST OF TABLES
Table
No.
TITLE
PAGE
NO.
4.1 Details about dealers experience in hardware business 18
4.2 Details about dealers dealing with exterior paints 20
4.3 Details regarding types of paints offered by the dealers 21
4.4 Dealers total sales of exterior paints per month 23
4.5 Details about dealers dealing with white cement 25
4.6 Details about dealers experience in white cement 26
4.7 Details about the top brands of white cement 27
4.8 Fast moving packages of white cement 28
4.9 Total sales quantity of white cement per month 30
4.10 Fast moving brands of white cement 32
4.11 Details about opinion of quality 33
4.12 Details about opinion of price 34
4.13 Details about opinion on durability 35
4.14 Details about opinion of sales 36
4.15 Details about opinion of profit 37
4.16 Details about awareness of the product 38
4.17
Details about customer preference while purchasing white
cement.
39
4.18 Major purposes of white cement usage 40

9. Table
No.
TITLE
PAGE
NO.
4.19 Acceptance level of alternate product to white cement 41
4.20 Dealers expectations from the alternate product 42
4.21 Opinion of quality (Using Likert Type Scales) 46
4.22 Opinion of price (Using Likert Type Scales) 47
4.23 Opinion of durability (Using Likert Type Scales) 48
4.24 Opinion of sales (Using Likert Type Scales) 49
4.25 Opinion of profit (Using Likert Type Scales) 50
4.26
Chi-square table for dealers opinion about their experience
in white cement and total sales quantity per month
51
4.27
Chi-square table for dealers opinion about their experience in
white cement and acceptance of alternate new product
52
4.28 Ranking method - Dealers preference about white cement 53

10. LIST OF FIGURES
Figure
No.
TITLE
PAGE
NO.
4.1 Details about dealers experience in hardware
business
19
4.2 Details about dealers dealing with exterior paints 20
4.3 Details regarding types of paints offeredby the
dealers
22
4.4 Dealers total sales of exterior paints per month 24
4.5 Details about dealers dealing with white cement 25
4.6 Details about dealers experience in white cement 26
4.7 Details about the top brands of white cement 27
4.8 Fast moving packages of white cement 29
4.9 Total sales quantity of white cementper month 31
4.10 Fast moving brands of white cement 32
4.11 Details about opinion of quality 33
4.12 Details about opinion of price 34
4.13 Details about opinion on durability 35
4.14 Details about opinion of sales 36

11. 4.15 Details about opinion of profit 37
4.16 Details about awareness of the product 38
4.17 Details about customerpreference while
purchasing white cement.
39
4.18 Major purposes of white cement usage 40
4.19 Acceptance levelof alternate productto white
cement
41
4.20 Dealers expectations from the alternate product 43