0921338

ANTECEDENTS OF CUSTOMER SATISFACTION AND LOYALTY IN
BERGER PAINTS BANGLADESH LIMITED
by
Fahad Hossain
ID: 0921338
An Internship Report Presented in Partial Fulfillment
Of the Requirements for the Degree
Bachelor of Business Administration
INDEPENDENT UNIVERSITY, BANGLADESH
May 2013

ANTECEDENTS OF CUSTOMER SATISFACTION AND LOYALTY IN
BERGER PAINTS BANGLADESH LIMITED
by
Fahad Hossain
ID: 0921338
has been approved
May 2013
______________________________
Mr. Abu Bakar Emran Salahuddin
Lecturer
School Of Business
Independent University, Bangladesh

Letter of Transmittal
9th
May, 2013
Mr. Abu Bakar Emran Salahuddin
Academic Supervisor
Lecturer
School of Business
Independent University, Bangladesh.
Subject: Submission of internship report on- Antecedents of Customer Satisfaction and Loyalty in
Berger Paints Bangladesh Limited.
Dear Sir,
With due respect, as a student of Independent University, Bangladesh, I have prepared my
internship report on “Antecedents of Customer Satisfaction and Loyalty in Berger Paints
Bangladesh Limited”. I have tried my level best to follow your guidelines in every aspect of
planning of this report. I have also collected what I believe to be the most important information
to make this report specific and accurate as possible. I hope you will appreciate my effort. I have
done the study in a complete form and I have done my level best to conduct this in a professional
manner. It is true that, it could have been done in a better way if there were no limitation. I hope
you will assess my report considering the limitations of the study.
Yours sincerely,
-------------------------
Fahad Hossain
Id: 0921338

ACKNOWLEDGMENT
The successful completion of this report might never be possible in time without the help of some
person whose inspiration and suggestion made it happen. First of all I want to thank my faculty
advisor Mr. Abu Bakar Emran Salahuddin, for helping me completing my internship report
on “Antecedents of Customer Satisfaction and Loyalty in Berger Paints Bangladesh Limited.”
I would also like to thank Mr. Shahariar Ferdous, Category Manager and my supervisor
of Berger Paints Bangladesh Limited and my colleagues specially Md. Tausiff Hossain who
helped me by providing informative instruction. I was closely attached with them during my
internship tenure. Without them this project would have been very difficult to complete.
Finally, my special thanks go to the whole marketing department of Berger Paints Bangladesh
Limited for their continuous support, inspiration and giving me the opportunity to deal with
different work situations during the period of my internship.

Table of Contents
SERIAL
NO.
PARTICULARS PAGE
NO
01 1.0 Introduction 1
02 2.0 Statement of the problem 2
03 3.0 Purpose of the study 3
04 4.0 Research timeline 4
05 5.0 Limitations 4
06 6.0 Review of literature 5
07 6.1Product cost 5
08 6.2Product quality 5
09 6.3Delivery performance 7
10 6.4Supplier 8
11 6.5Time-to-market 8
12 6.6Service support 9
13 6.7 Personal Interaction 10
14 6.8Customer satisfaction 10
15 7.0 Framework 12
16 8.0 Questions and Hypothesis 13
17 9.0 The Research Design- Methods and Procedures 14
18 9.1 Research design 14
19 9.2 Sampling (sample unit, Sample size, Sample procedure) 14
20 9.3 Instruments 15
21 9.4 Data Collection, types of data and sources 16
22 9.5 Data Analysis/ Result Analysis 16
23 9.5.1 Frequencies analysis 16

ANTECEDENTS OF CUSTOMER SATISFACTION AND LOYALTY INBERGER PAINTS BANGLADESH LTD 6
24 9.5.2 Crosstabs Analysis 16
25 9.5.3 Correlation analysis 17
26 9.5.4 Relationships between Product Cost and Customer
satisfaction
18
27 9.5.5 Relationships between Product quality and Customer
satisfaction
18
28 9.5.6 Relationships between Delivery Performance and
Customer satisfaction
19
29 9.5.7 Relationships between Supplier and Customer satisfaction 20
30 9.5.8 Relationships between Time To Market and Customer
satisfaction
21
31 9.5.9 Relationships between Service Support and Customer
satisfaction
22
32 9.5.10 Relationships between Personal Interaction and
23
33 9.5.11 Reliability Analysis 24
34 10.0 Discussion 25
35 11.0 Significance of the Study 26
36 11.1 Business significance 26
37 11.2 Academic significance 26
38 11.3 Implication for future research 26
39 12.0 Recommendation 27
40 References 28
41 Appendix A- Questionnaire 31
42 Appendix B- SPSS result analysis tables 33

LIST OF FIGURES
SERIAL
NO.
PARTICULARS PAGE
NO
Figure
1.0
Framework of Research Variable and their Relationships 12
Figure
2.0
Five-point of liker type scales 15
Figure
3.0
The classification of correlation coefficient 17
Figure
4.0
Correlation matrix 21
Figure
5.0
A commonly accepted rule of thumb for describing internal
consistency using Cronbach's alpha
24
Figure
6.0
Reliability analysis result 25

Executive Summary
Berger, the market leader in the Bangladesh paint market, is one of the oldest names in the global
paint industry. The company is operating in the paint industry for almost two centuries. It has its
origin in the year of 1706 and from then on the company is operating with strong adherence to
quality and social responsibility. Initially, Lewis Berger, a German national, founded dye &
pigment making business in England. Lewis Berger & Sons Limited grew rapidly with a strong
reputation for innovation and entrepreneurship culminating in perfecting the process of making
Prussian blue, a deep blue dye, a color widely used for many European armies' uniform.
Production of dyes & pigments evolved into production of paints & coatings, which till today,
remains the core business of Berger. In this competitive market environment different companies
are coming with different products but the question is what unique thing Berger Paints had that
people are always satisfied with their product, not the others company‟s product. Berger Paints
has done so many researches to understand the level of customer satisfaction. They are already
has a good brand position in the consumer‟s mind. But this research will help the company to
measure the present level of customer satisfaction and loyalty in Berger paints. This research
investigates the level of customer satisfaction and loyalty of among the users, and what are the
different influencing them. In this research the researcher takes seven independent variables
(Product cost, Product quality, Delivery performance, Supplier, Time to market, Service support,
and Personal interaction) and one dependent variable (Customer satisfaction). Therefore the
researcher want to find out what are the main reason (Product cost, Product quality, Delivery
performance, Supplier, Time to market, Service support, and Personal interaction) that effect in
consumer mind (Customer satisfaction) to prefer Berger Paints. The study will be characterized
as a co-relational study and descriptive research. The researcher use simple random sampling
under the probability sampling method and used structured questionnaire for collecting
information. The question will be distributed via a convenience and the researcher will use
probability sampling. This research used SPSS 17.0 because it is such a statistical data analysis
tool that offers greater flexibility in data analysis and visualization. According to correlation and
reliability analysis Product cost, Product quality, Delivery performance, Supplier, Time to
market, Service support, and Personal interactions are related with the reason of customer
satisfaction and loyalty of Berger Paints.

1.0 Introduction
Berger Paints is one of the oldest names in the paint industry, yet, it is one of the most
technologically advanced companies in the country. It is constantly striving for innovating
superior quality products and services. With more than 250 years of rich heritage, Berger
manufactures world class paints for all kinds of substrates and also provides unparallel services.
Berger‟s inception was laid out in 1760 by a German national named Louis Berger, who started
dye and pigment making business in England. Louis involved his family into the business and
eventually changed the status of the company to Louis Berger and Sons Limited. The company
grew and expanded rapidly with a strong reputation for excellence in innovation and
entrepreneurship. In the initial years, Louis successfully refined the process of manufacturing
Prussian blue, a deep blue dye. This dye was widely used for the uniforms of many European
armies of that time. Production of dyes and pigments evolved into production of paints and
coatings, which till today, remains the core business of Berger. The company grew rapidly, by
establishing branches all over the world and through mergers and acquisitions with other leading
paint and coating manufacturing companies.
Berger Paints started „painting‟ Bangladesh since independence. Over the past few decades,
Berger has evolved and transformed itself in becoming the leading paint solution provider in the
country with a diversified product range that caters to all your painting needs. With its strong
distribution network, Berger has reached almost every corner of Bangladesh. Nationwide Dealer
Network, supported by 8 Sales Depots strategically located at Dhaka, Chittagong, Rajshahi,
Khulna, Bogra, Sylhet ,Comilla, and Mymensingh.
Berger's one of the prime objectives is to provide best customer support-connecting consumers to
technology through specialized services like free technical advice on surface preparation, color
consultancy, special color schemes etc. To bolster customer satisfaction, Berger offers Home
Decor Service from where one can get an array of services pertaining to painting. Apart from
business, Berger Paints has added another dimension to its social responsibilities by contributing
to the well being of the autistic children in Bangladesh from 2009. Berger Paints Bangladesh
Limited has been promoting the young and creative talents of the country through Berger Young
Painters‟ Art Competition (BYPAC), Berger Award for Excellence in Architecture (BAEA),

Berger Award Programme for the Students of Architecture of BUET (BASAB), Scholarship
Programme for the students of Architecture Discipline, Khulna University.
Berger grew rapidly by establishing branches all over the world and through merging with
other leading paint and coating companies. Today, Berger is one of the leading companies in the
global paint industry. Berger offers all kinds of painting solutions in decorative, industrial or
marine segment for both decorative and protective purpose Berger Paints started its sailing into
the sea of Bangladesh from pre-liberation era, to be precise in 1950. The main business flourished
in the post liberation phase. In Bangladesh the major milestones of Berger Paints are given
below:
1950 – Started operation in Bangladesh by importing Paint from Berger UK.
1970 - Establishment of Chittagong Factory.
1980 – Named as Berger Paints (BD) Ltd. from Jenson & Nicholson (J&N).
1991 – BMRE in Chittagong Factory.
1995 – Establishment of Double Tight Can Manufacture Plant.
1999 – Establishment of Most Modern Sate-of-the-Art Paint Production Plant in Dhaka.
2002 - Construction of own building for the Corporate Office in Dhaka.
2004 – Establishment of Powder Coating Plant.
2.0 Statement of the problem
Bangladesh paint market is experiencing a good growth of 8-10% per annum consistently in
the late 90s and early years of this century mainly because of a boom in real estate development.
Besides, this trend in growth of demand is likely to persist or may even witness an upswing in the
future as the country moves from rural base to urban base project (Real estate). There is a huge
possibility that paint industry will further thrive because only 39% of the target market are
currently using paint and others are progressing to get into the trend of using paint instead of the
traditional way of whitening their dear houses. According to the cement manufacturers of
Bangladesh, the cement market is also growing at around 4%, which correlates quite well with

our paint market growth data. The limited growth up to now in industrialization and per capita
income in Bangladesh has restricted the size of the paint market. However a good number of local
paint manufacturing companies (40 organized and at least 50 more in the informal sector) have
been operating in this small market. Quite a few of these companies are producing paints of
internationally acceptable quality and very importantly, the installed single shift production
capacity of the local paint companies is double the present local market demand.
Berger, the market leader in the Bangladesh paint market, is one of the oldest names in the
global paint industry. It has its origin in the year of 1706 and from then on the company is
operating with strong adherence to quality and social responsibility. Initially, Lewis Berger, a
German national, founded dye and pigment making business in England. Lewis Berger and Sons
Limited grew rapidly.
With a strong reputation for innovation and entrepreneurship culminating in perfecting the
process of making Prussian blue, a deep blue dye, a color widely used for many European armies'
uniform. Production of dyes and pigments evolved into production of paints and coatings, which
till today, remains the core business of Berger. Today, Berger offers all kinds of painting
solutions in decorative, industrial or marine segment for both decorative and protective purpose.
The two main competitors currently facing Berger Pains are Asian Paints and Elite Paints.
At the moment, the advantage Berger is experiencing is the generic nature of Color Bank.
Through survey, the most common finding was that when people generally visit outlet, most of
them prefer Berger Pains for their good product quality and higher brand image in spite of Elite
Paints has similar color variety, and it‟s providing numerous shades. Because they can not
maintain proper delivery.
3.0 Purpose of the Study
The purpose of this study is to find out the customer satisfaction level and loyalty
among the Berger paint users. In this competing market what variety of product Berger paints are
providing to their customer is a very important issue. Research has find out how strong
relationship Berger maintain with their customer and how they are satisfying their customer by
providing value. Therefore the researcher purpose is to find out, is there any significant
relationship between Berger paints and customers perception towards using Berger products.

This report is mainly based on the answers of the questionnaire survey and some in depth
interview.
4.0 Research Timeline
2013 March------------------------------- Research Proposal Writing
2013 April--------------------------------- Literature Review
2013April--------------------------------- Development of Conceptual Framework
2013April--------------------------------- Data collection procedure
2013April--------------------------------- Data analysis and interpretation of the findings
2013, 25th
April -------------------------- Draft report Submission
2013, 9th
May----------------------------- Submission of research paper
5.0 Limitations
Every research has some limitations. This research also has some limitations. The study
was limited by a number of factors. Firstly, researcher faces Time limitations, three months is too
short period for completely and comfortably integrating oneself with a company and the same
time conduct and completes an analytical research. Secondly sample size was very small to
present the proposed scenario and people here in our society are not familiar with marketing
research and as a result when approached they feel agitated and disturbed, most of them thinking
that we are trying to sell them something. Most of them think that I am a Sales representative.
Thirdly the research was limited only a specific area in Dhaka city. There might be some
sampling error because of convenience sampling process. Some of the respondent did not
properly answer the questions due to shortage of time.

6.0 Review of Literature
6.1 Product cost:
Berger makes it possible to bring the best painting solutions at affordable prices. They have
different category of product with different price.
Product costing is deﬁned as a process of estimating the cost of a final product at design
stage (Sheldon et al, 1991). Ulaga and Eggert (2006) point out that manager identify direct
product costs, i.e. the price charged by a supplier, as the key relationship cost-driver. With regard
to the effect of price on customer satisfaction in the context of manufacturing firms, Fynes and
Voss (2001) found both constructs to be inversely related. On the other hand, we found no studies
with a direct influence of price on customer loyalty. Whitney (1987) pointed out the predominant
percentage of manufacturing cost of a product is determined at product design stage. Therefore,
estimating cost at design stage, i.e. product costing, is one of the vital enablers for accurate
pricing in customer negotiation. Moreover, product costing is able to discover the linkages
between design specifications and cost factors and then find the method to reduce cost at early
stage. Product costing aims at estimating the cost of a product without complete information of
process plan or other production data. There are a number of research perspectives in industry
and academia. Alexander et al, (2002) narrowed these methods down to three categories:
analogous method, statistical method and analytical method. Analogous methods suggest that
similar products have similar costs. These methods describe similarity as the level of
correspondence of relevant characteristics (Alexander et al, 2002). The degree of similarity in
function or geometry is computed as the distance between two similar items. One of the
drawbacks of analogous methods is the limitation of the number of characteristics. In addition,
the information provided to search for a similar product at early design stage is insufficient and
the values of some characteristics may be missing. Moreover, part of overhead cost (like
inventory cost) is not related with the speciﬁcations of product. Therefore, analogous methods are
only suitable to estimate the costs related with product features.
6.2 Product quality:
Berger Paints Produces decorative, industrial, marine, coatings along with binders/different
polymers (for paints and textile industry). The factories employ modern technologies for the

purpose that includes automatic and semi-automatic production and filling lines. Production and
quality testing machine from famous makers in Asia, Europe and America ensures precision of
operations and enviable quality of the product. Raw materials of consistent quality from
renowned brands are being used and the best of the professionals in the industry oversee the
production and quality assurance operations. People, mostly engineers and chemists, who are
considered as the most valuable resources at Berger. Berger thus ensures manufacture of the best
quality products at most competitive cost employing green manufacturing techniques. There are
some studies that found a positive effect of product quality on customer satisfaction (Selnes,
1993; Janda et al, 2002; Chumpitaz and Paparoidamis, 2004), whereas the effect on customer
loyalty clearly lacks empirical support in the business-to-business context. In consumer-based
studies the positive link between product quality and loyalty has mostly been confirmed for
behavioural loyalty (Devarajet al, 2001; Espejelet al, 2007).
The transcendent definition of quality is derived from philosophy and borrows heavily from
Plato‟s discussion of beauty. From this viewpoint, quality is both absolute and universally
recognizable. According to Pirsing (1992, p.73), defining quality as excellence means that it is
understood “ahead of dimension as a direct experience independent of and prior to intellectual
abstractions. The product based approach has its roots in economics. Differences in the quantity
of someone ingredient or attribute possessed by the product are considered to reflect difference in
quality (Garvin, 1984). For example, better quality lines have a higher thread count. This view of
quality, based on a measurable characteristic of the product rather than on preferences, enables a
more objective assessment of quality. The manufacturing based approach has its roots in
operations and production management. Here quality is defined as conformance to specious
(Crosby, 1979). Quality of conformance relates to the degree to which a product meets certain
design standards. This definition has an internal focus, in contrast to the external focus of the user
based approach, and quality is considered as outcome of engineering and manufacturing
practices. It is the basis for statistical quality control. Deviation from design specifications results
in inferior quality, and consequently increased cost due to scrap, rework or product failure. This
definition allows for the precise and objective measurement of quality, although it has limited
applicability for service.

6.3 Delivery performance:
Berger always maintains proper delivery performance to meet customer demand. Because
the consumers don't care if a supplier or distributor had a problem. "If something goes wrong in
the supply chain, it ruins things for the consumer/end user". Their product delivery is always
accurate. Berger has a strong distribution channel and logistic support all over the country to
maintain proper delivery.
Delivery performance, encompasses suppliers‟ ability to “meet delivery schedules (on-time
delivery), adjust to changes in delivery schedules (flexibility) and consistently deliver the right
parts (accuracy)” (Ulaga, 2003, p. 684). Compared to product quality, empirical support for
delivery performance as an antecedent of satisfaction and loyalty is even more modest.
The order-to-delivery (OTD) process is one of the most important processes to manage. It can be
defined as consisting of four sub-processes; customer‟s ordering, supplier‟s delivery, logistics
service provider‟s (LSP‟s) transportation, and customer‟s goods receipt sub-process (Mattsson,
2004). The performance of an OTD process concerns traditionally lead time and on-time delivery.
In a logistics context, lead time is typically defined as the elapsed time between recognition of the
need to order and the receipt of goods (Blackstone and Cox, 2005). On-time delivery is the extent
to which the lead time, and as a consequence the delivery date and the delivered quantity
corresponds to what has been confirmed (e.g. Forslundand Jonsson, 2007; Kallio et al, 2000).
There are, however, other performance dimensions that in order-by-order environments also may
be important: lead time variability, lead time adaptability and lead time flexibility.
The external view considers that the internal perspective is insufficient to develop all the
company‟s capabilities since some of them are created and strengthened by inter organizational
relationships with other firms in the same network. This analysis perspective suggests that a
company‟s critical resources can be expanded or constructed beyond the confines of the firm, and
be integrated in inter-business routines and processes (Dyer and Singh, 1998), by being jointly
directed at greater customer satisfaction (Zhao and Stank, 2003). In this context, outsourcing
finds new theoretical support by being developed from a strategic perspective, that is, with the
aim of obtaining a sustained competitive advantage. That requires relationships to be maintained
within a framework of long-term cooperation, with suppliers considered to be partners (Pfohl and
Buse, 2000).

6.4 Supplier:
A consumer products company remains profitable only if it has the right product at the right
price in the right place at the right time. However, getting these stars to line up only happens
when "the entire supply chain works as one. When BERGER places its logo on a product, the
logo represents "a seal of quality." Protecting that quality makes BERGER responsible for its
entire supply chain.
Ulaga and Eggert (2006) identify supplier know-how and its capacity to improve the time-
to-market as two benefit dimensions in the area of “customer operations”. Supplier performance
has been positively linked to manufacturing firm performance (Shin et al, 2000). If performance
is affected by the quality of the relationship, then in order to sustain performance, the relationship
must be sustained. Fundamentally, the on-going relationship between manufacturer and supplier
is not important for its own sake. Rather, a healthy relationship is important because it encourages
more information sharing, better communication, and more trust, each of which can improve
planning, coordination, problem solving, and adaptation (Fynes et al, 2005), and thus
manufacturing firm performance. It is important to understand how manufacturers react to supply
failures and recoveries because these reactions may be the antecedents to significant costs. A
supply failure may induce the manufacturing firm to invest in improving supplier capability up to
required levels because supply failures increase transaction costs (Forker, 1997; Krause, 1999).
Lacking trust in supplier reliability the manufacturing firm may expend resources and monies to
identify back-up suppliers, or add slack (e.g. inventory, longer lead times) to the system. A
critical supply failure, or a series of failures, can lead to potential relationship disintegration
(Ellram, 1991; Bowersox and Closs, 1996).
6.5Time-to-market:
Maintaining liaison with nationwide dealers and also ensuring that Berger products are
available everywhere in the country. Marketing Department communicates internally on how to
bring new product and innovative painting solutions to meet the needs of various wants. Linking
consumers' needs with the capacity of fulfilling them, the marketing department supervises Home
Decor centers throughout the country. So Berger‟s products are available in the market.

Time-to-market is the strategy of focusing on reducing the time to introduce new products
to market. According to Whitney, (1990), the process is self-contained with little if no outside
interference. The absence of manufacturing involvement, even in writing the manufacturing
process plan, increases the possibilities for redundant activities and reduces the chances for
getting the optimal design in shorter time. It has been found that 80-90 per cent of the time-to-
market equation is absorbed in the design phase. Reducing this time is central to getting products
earlier to market. Further, 80per cent of a product‟s cost is committed during the design phase,
whereas design only absorbs 8 per cent of incurred costs. The benefits of bringing products to
market quicker than competitions are extra sales revenue and earlier breakeven, extended sales
life, premium price giving bonus profits from being first, early introduction means “hooking”
customers before competition and thus developing their loyalty, and leading to increased market
share.
6.6 Service support:
Berger has online customer support system to get advice from experts about their product.
They have care line to get direct support and any information regrinding their product.
Customer service is the ability to provide a service or product in the way that it
has been promised. Gronroos (200, p.46) defined service as, “A service is a process consisting of
a series of more or less intangible activities that normally, but not necessarily always take
place in interactions between the customer and service employees or physical resources or goods
and/or systems of the company, which are provided as solutions to customer problems”.
Customer service is the provision of service to customer before, during and after a
purchase. According to Turban et al. (2002), “Customer service is a series of activities designed
to enhance the level of customer satisfaction-that is, the feeling that a product or service
has met the customer expectation.” From the point of view of an overall sales process
engineering effort, customer service plays an important role in an organization‟s ability to
generate income and revenue (Paul H December 1998). From that perspective, customer service
should be included as part of an overall approach to systematic improvement. A customer service
experience can change the entire perception a customer has of the organization. Customer service
is a system of activities of a company or organization that comprises customer support

system, complaint processing, speed of complaint processing, ease of reporting complaint
and friendliness when reporting complaint (Kim, park and jeong, 2004).
6.7Personal Interaction:
Berger maintains a very good relationship with their customers and dealers. Marketing
department co-ordinates various events and activities as part of Berger‟s Corporate Social
Responsibilities. For the last two years, Berger has been contributing to the welfare of autistic and
differently challenged children of Bangladesh. In addition to that, the department is also involved
in organizing BAEA (Berger Award for Excellence in Architecture), BASAB (Berger Award for
the Students of Architecture, BUET), BYPAC (Berger Young Painters‟ Art Competition),
Scholarship Program for the students of Architecture, Khulna University etc.
The personal interaction is acknowledged to represent one of the key issues in business and
industrial marketing, both in terms of practice and theory. Organizational relationships are always
a result of the actions of the individuals representing the organizations (Granovetter, 1985) and
social relationships form the channel for doing business (Halinen and To¨ rnroos, 1998). Personal
interaction was defined as a key element of interaction between organizations already in the
interaction approach (Ha kansson, 1982). Later research has defined basic and complex functions
for social relationships, with positive and possibly negative influences on business relationships
(Halinen and Salmi, 2001).The variety of the personal interaction in project business relationships
has been recognized at the community level in terms of relevant actors in the project marketing
milieu, a concept introduced by Cova et al (1996). Accordingly, themilieu refers to the nature of
the context in which project business firms operate. Within the milieu, project business firms
have to generate or maintain credibility and to be a part of informational and social networks
through personal interaction by individuals representing them. Cova and Salle (2000) emphasize
community level rituals in the interaction during the sleeping relationship phase.
6.8Customer satisfaction:
Berger's one of the prime objectives is to provide best customer support-connecting
consumers to technology through specialized services like free technical advice on surface
preparation, color consultancy, special color schemes etc. To bolster customer satisfaction,

Berger offers Home Decor Service from where one can get an array of services pertaining to
painting.
Satisfaction is a “positive affective state resulting from the appraisal of all aspects of a
firm‟s working relationship with another firm” (Anderson and Narus, 1984, p. 66). Consistent
with this view, satisfaction encompasses economic and noneconomic components. Economic
satisfaction is defined as a
“Positive affective response to the economic rewards that flow from the relationship with its
partner, such as sales volume and margins”, while non-economic satisfaction is a “positive
affective response to the non-economic, psychosocial aspects of its relationship, in that
interactions with the exchange partner are fulfilling, gratifying, and easy” (Geyskens et al, 1999).
The relationship between economic and noneconomic components of scales for measuring
satisfaction differs considerably among studies (Geyskens et al, 1999). Several researchers point
out that customer satisfaction either directly (Yi, 1990; Szymanski and Henard, 2001; Spiteri and
Dion, 2004; Woo and Ennew, 2004; Russell-Bennett et al., 2007) or indirectly through
commitment (Wetzels et al., 1998; Abdul-Muhmin, 2002, 2005; Hennig-Thurau et al., 2002;
Caceres and Paparoidamis, 2007) affects customer loyalty, which is one of the main marketing
goals of firms (Berry and Parasuraman, 1991). In addition, the research on satisfaction has mostly
been carried out in consumer markets, while not so much is known about satisfaction and its
antecedents in business-to-business markets (Patterson et al, 1997; Abdul-Muhmin, 2002, 2005;
Spiteri and Dion, 2004; Russell-Bennett et al, 2007). That there is a shortfall of research in this
area has also been pointed out by Sheth and Sharma (2006) in their overview of the surpluses and
shortages in business-to-business marketing theory and research. The authors identify
organizational satisfaction as one of the areas that may generate theory-based empirical research,
and point out that the understanding of satisfaction in business-to-business marketing is still
limited. One way of addressing the link between customer value and satisfaction is therefore to
study value as a formative construct. On the other hand, however, Devaraj et al. (2001) and
Spiteri and Dion (2004) raised the question of whether we really need customer value as a
construct. In their discussion they rely on Iacobucci et al. (1994), who were the first to observe
that all that satisfaction research needs is the inclusion of price (besides the relationship benefits)
as another determinant of satisfaction.

7.0 Framework
This paper attempted to bring the level of satisfaction and loyalty among the Berger paint
users. Researchers have tried to put the relevant factors which influence the customers. This
research was built upon using the following framework. The framework consists of six (7)
independent variables and one (01) dependent variable surrounding the consumer perception
regarding Berger Paints. The framework for the projected study is presented below:
Figure 1.0: Framework of Research Variable and their Relationships
Product cost
Product quality
Delivery performance
Supplier
Time-to-market
Service support
Personal Interaction
Independent Variable (IV)
Dependent Variable (DV)

8.0 Questions and Hypothesis
Researcher question:
Q1: Is there any positive relationship between Product cost and Customer satisfaction.
Q2: Is there any positive relationship between Product quality and Customer satisfaction.
Q3: Is there any positive relationship between Delivery performance and Customer satisfaction.
Q4: Is there any positive relationship between Supplier and Customer satisfaction.
Q5: Is there any positive relationship between Time-to-market and Customer satisfaction.
Q6: Is there any positive relationship between Service support and Customer satisfaction.
Q7: Is there any positive relationship between Personal interaction and Customer satisfaction.
Hypothesis question:
H1: No there is no positive relationship between Product cost and Customer satisfaction.
H2: There is a positive relationship between Product quality and Customer satisfaction.
H3: There is a positive relationship between Delivery performance and Customer satisfaction.
H4: There is a positive relationship between Supplier and Customer satisfaction.
H5: There is a positive relationship between Time-to-market and Customer satisfaction.
H6: There is a positive relationship between Service support and Customer satisfaction.
H7: There is a positive relationship between Personal interaction and Customer satisfaction.

9.0 The Research Design- Methods and Procedures
9.1 Research design:
The projected framework (Figure1.0) represented the outline and arrangement of
relationships among the set of considered variables. The research question and hypotheses clearly
support this model. In this study, the researchers are going to investigate what are the main reason
(Product cost, Product quality, Delivery performance, Supplier, Time to market, Service support,
and Personal interaction) that effect in consumer mind (Customer satisfaction) to use Berger
paints. When researcher investigates the effects of the measuring variables and analysis the
relationships among variables, the design is known as co-relational (Graziano & Raulin,
1997; Zikmad, 2000). That is why a Co-relational research design has been selected in order to
find out the appropriate answer of the research question and to test the hypotheses. The
model also suggests these types of design. The present “Descriptive” research methodology
uses a correlation study to establish the existence of relationships between the measured
variables. In this research the, researchers intend to identify whether any relationships exists
between these measured variables or not. A Co-relational study provides a measure of the degree
between two or more variables. Therefore, the recent study will be characterized as a Co-
relational study. With the above findings in the literature, this study aims to inspect the possible
relationships among Product cost, Product quality, Delivery performance, Supplier, Time to
market, Service support, and Personal interaction with Customer satisfaction of Berger paints.
9.2 Sampling:
Sample unit:
To done this research accurately researcher targeted the population who has currently
using Berger paints. Sampling technique will be simple random sampling under the probability
sampling method. Cooper and Schindler (2003) stated that in this type of probability sampling
method each population element is known and has an equal chance of selection.

Sample Size:
Sample size relates to how many people to pick for the study. For this kind of study
researcher need to do select a sample size. Researcher picked both male and female from
different ages and professional back ground and the sample size was N=40. The study will be
conducted only in Dhaka city due to time and budget constraints. This research is a
Quantitative Research.
Sample Procedure:
Researcher used probability sampling to collect information. Researcher used purposive
probability sampling to know the characteristics or experiences, attitudes, perception of
participants. Here researcher selected participants randomly and give them the questionnaire
so that we can know about all those characteristics.
9.3 Instruments:
Questionnaires will permit us to gather information that cannot be found elsewhere
from any secondary information such as books, newspapers, and internet resources. So the
questionnaire survey is the most successful method for this study to collect the data.
Researcher used a structured questionnaire. In a structured questionnaire, quantitative data is
required. Because of this reason, the researcher will use questionnaire. According to interval
scale the response choices will be arranged. There are five (5) response choices. Five-point of
liker type scales were used in all measures. These are:
Figure 2.0: Five-point of liker type scales

9.4 Data Collection, types of data and sources:
There are two types of data collection Primary Data and Secondary Data. Primary Data are
those collected for the first time. Secondary Data are those which have already been collected
and analyzed by someone else. In the context of Bangladeshi people, researcher used primary
data to examine the research problem and verify hypothesis. The researcher use questionnaire
method to collect data from the primary sources. In this study mostly primary data will be used
to draw a recommendation. Researcher confirmed respondents that all the data collected from
them will be kept confidential and exclusively used for academic purposes and their individual
identity would be kept undisclosed individuals, each taking Eighteen (18) questionnaires to be
filled out by respondents from the devised sample. While filling out the questionnaires the
researchers assisted the respondents to get a better idea of their actual behaviors to minimize the
margin of error.
9.5 Data Analysis/ Result Analysis:
9.5.1 Frequencies analysis:
The sample consists of 34 male and 6 female Berger Paint users. 85% of male and 15% of
female Berger Paints user participates in this survey which is shown at Table 1.1
Among the responding 19Berger Paint users age was between 15-25 years. 18Berger Paint
users were between ages 26-35. In between 36-45 ages there were 3Berger Paint users and
No user was age between 46 and above, which is shown in Table 1.2.
There are four income ranges. Twenty eight respondents (28) approximately 70% were in
5000to-15,000 tk. range. Five (27%) respondent was in the range of 16,000-25,000 taka. In
between26, 000-35,000 there was only one (1) respondent. No respondent was above 36,000
ranges which is shown at Table 1.3.
9.5.2 Crosstabs Analysis:
Cross-tabulation is an efficient way of presenting the relation between two or more
variables. Researcher surveyed 40 respondents with different gender, age and income. The
resonance rate is 100%. Table 2.1 shows that between 5,000-15,000 income ranges there are 22

male and 6female. Again 16,000-25,000 income range there is 11 male and 0female respondents.
Only one male respondent was having income 26,000-35,000.
Table 2.2 shows that age between15-25, 17 people has income 5,000-15,000 and 2 people has
income. Age between 26-35, 11 people has income 5,000-15,000. 6 people has income 16,000-
25,000 and just one people have income 26,000-35,000. And age between 36-45, just 3 people
has income 26,000-35,000.
9.5.3 Correlation analysis:
Correlation analysis was conducted on all variables to explore the relationship between
variables. The bivariate correlation procedure was subject to a two tailed of statistical
significance at two different levels highly significant (p<.01) and significant (p<.05). According
to Nadim Jahangir the classification of correlation coefficient is as follows:
Figure 3.0: The classification of correlation coefficient
0.0 to 0.2 Very weak, negligible
0.2 to 0.4 Weak, low
0.4 to 0.7 Moderate
0.7 to 0.9 Strong, high, marked
0.9 to 1.0 Very strong, very high

9.5.4 Relationships between Product Cost and Customer satisfaction:
According to spearman Table: 3.0, correlation coefficient between Customer satisfaction
and Product cost is -.205 shows negative relationship between two variables. The Spearman rho
for the correlation between Customer satisfaction and Product cost frequency is (rho = -.205) that
represents Sperman rho is negative which means that there no relationship between two variables.
This suggests that changes in one variable are not strongly correlated with changes in the second
variable. So we could conclude that our variables negatively correlated. The Sig. (2-Tailed) value
in the analysis is .204 which is greater than conventional p value of .05. Because of this we can
conclude that there is no statistically significant correlation between two variables. That means,
increases or decreases in one variable do not significantly relate to increases or decreases in
second variable.
According to Pearson Table: 4.0, correlation coefficient between Customer satisfaction and
Product cost is -.158shows negative relationship between two variables. The Pearson‟s r for the
correlation between the Customer satisfaction and Product cost frequency is (r = -.158, p>0.05)
that represents Pearson‟s r is negative which means that there is a no relationship between two
variables. This suggests that changes in one variable negatively correlated with changes in the
second variable. So we could conclude that our variables negatively correlated. The Sig. (2-
Tailed) value in the analysis is .332which is greater than .05. Because of this we can conclude
that there is no significant correlation between two variables. That means, increases or decreases
in one variable do not significantly relate to increases or decreases in second variable.
9.5.5 Relationships between Product quality and Customer satisfaction:
According to spearman Table: 3.1, correlation coefficient between Product quality and
Customer satisfaction is =.034 shows positive relationship between two variables. The Spearman
rho for the correlation between the Customer satisfaction and Product quality frequency is (rho =
.034) that represents Sperman rho is weak and low which means that there is a weak relationship
between two variables. This suggests that changes in one variable are not strongly correlated with
changes in the second variable. So we could conclude that our variables weakly correlated. The
Sig. (2 Tailed) value in the analysis is .834 which is greater than conventional p value of .05.
Because of this we can conclude that there is no statistically significant correlation between two

variables. That means, increases or decreases in one variable do not significantly relate to
increases or decreases in second variable.
Product cost is .002 shows positive relationship between two variables. The Pearson‟s r for the
correlation between Product quality and Customer satisfaction frequency is (r = .002, p>0.05) that
represents Pearson‟s r is very weak which means that there is a weak relationship between two
variables. This suggests that changes in one variable weakly correlated with changes in the
second variable. So we could conclude that our variables weakly correlated. The Sig. (2-Tailed)
value in the analysis is .991 which is greater than .05. Because of this we can conclude that there
is no statistically significant correlation between two variables. That means, increases or
decreases in one variable do not significantly relate to increases or decreases in second variable.
9.5.6Relationships between Delivery Performance and Customer satisfaction:
According to spearman Table: 3.2, correlation coefficient between Delivery Performance
and Customer satisfaction is =.219 shows positive relationship between two variables. The
Spearman rho for the correlation between the Customer satisfaction and Delivery Performance
frequency is (rho = .219) that represents Sperman rho is weak and low which means that there is
a weak relationship between two variables. This suggests that changes in one variable are not
strongly correlated with changes in the second variable. So we could conclude that our variables
weakly correlated. The Sig. (2 Tailed) value in the analysis is .174 which is greater than
conventional p value of .05. Because of this we can conclude that there is no statistically
significant correlation between two variables. That means, increases or decreases in one variable
do not significantly relate to increases or decreases in second variable.
Delivery Performance is .304 shows positive relationship between two variables. The Pearson‟s r
for the correlation between Delivery Performance and Customer satisfaction frequency is (r =
.304, p>0.05) that represents Pearson‟s r is weak and low which means that there is a weak
relationship between two variables. This suggests that changes in one variable weakly correlated
with changes in the second variable. So we could conclude that our variables weakly correlated.
The Sig. (2-Tailed) value in the analysis is .056 which is greater than .05. Because of this we can

second variable.
9.5.7Relationships between Supplier and Customer satisfaction:
According to spearman Table: 3.3, correlation coefficient between Supplier and Customer
satisfaction is =.106 shows positive relationship between two variables. The Spearman rho for the
correlation between the Customer satisfaction and Supplier frequency is (rho = .106) that
represents Sperman rho is very weak and low which means that there is a very weak relationship
between two variables. This suggests that changes in one variable are not strongly correlated with
changes in the second variable. So we could conclude that our variables weakly correlated. The
Sig. (2 Tailed) value in the analysis is .513 which is greater than conventional p value of .05.
Because of this we can conclude that there is no statistically significant correlation between two
variables. That means, increases or decreases in one variable do not significantly relate to
increases or decreases in second variable.
Supplier is .150 shows positive relationship between two variables. The Pearson‟s r for the
correlation between Supplier and Customer satisfaction frequency is (r = .150, p>0.05) that
represents Pearson‟s r is very weak and low which means that there is a weak relationship
between two variables. This suggests that changes in one variable weakly correlated with changes
in the second variable. So we could conclude that our variables weakly correlated. The Sig. (2-
Tailed) value in the analysis is .355 which is greater than .05. Because of this we can conclude
that there is no statistically significant correlation between two variables. That means, increases
or decreases in one variable do not significantly relate to increases or decreases in second
variable.

9.5.8 Relationships between Time To Market and Customer satisfaction:
According to spearman Table: 3.4, correlation coefficient between Time To Market and
rho for the correlation between the Customer satisfaction and Time To Market frequency is (rho
= .061) that represents Sperman rho is very weak and low which means that there is a very weak
relationship between two variables. This suggests that changes in one variable are not strongly
correlated with changes in the second variable. So we could conclude that our variables weakly
correlated.
Figure 4.0: Correlation matrix

The Sig. (2 Tailed) value in the analysis is .708 which is greater than conventional p value
of .05. Because of this we can conclude that there is no statistically significant correlation
between two variables. That means, increases or decreases in one variable do not significantly
relate to increases or decreases in second variable.
Time To Market is .132 shows positive relationship between two variables. The Pearson‟s r for
the correlation between Time To Market and Customer satisfaction frequency is (r = .132,
p>0.05) that represents Pearson‟s r is very weak and low which means that there is a weak
relationship between two variables. This suggests that changes in one variable weakly correlated
with changes in the second variable. So we could conclude that our variables weakly correlated.
The Sig. (2-Tailed) value in the analysis is .418 which is greater than .05. Because of this we can
second variable.
9.5.9 Relationships between Service Support and Customer satisfaction:
According to spearman Table: 3.5, correlation coefficient between Service Support and
rho for the correlation between the Customer satisfaction and Service Support frequency is (rho =
.106) that represents Sperman rho is very weak and low which means that there is a very weak
relationship between two variables. This suggests that changes in one variable are not strongly
correlated with changes in the second variable. So we could conclude that our variables weakly
correlated. The Sig. (2 Tailed) value in the analysis is .516 which is greater than conventional p
value of .05. Because of this we can conclude that there is no statistically significant correlation
between two variables. That means, increases or decreases in one variable do not significantly
relate to increases or decreases in second variable.
Service Support is .069 shows positive relationship between two variables. The Pearson‟s r for
the correlation between Service Support and Customer satisfaction frequency is (r = .069, p>0.05)

that represents Pearson‟s r is very weak and low which means that there is a weak relationship
between two variables. This suggests that changes in one variable weakly correlated with changes
in the second variable. So we could conclude that our variables weakly correlated. The Sig. (2-
Tailed) value in the analysis is .671 which is greater than .05. Because of this we can conclude
that there is no statistically significant correlation between two variables. That means, increases
or decreases in one variable do not significantly relate to increases or decreases in second
variable.
9.5.10 Relationships between Personal Interaction and Customer satisfaction:
According to spearman Table: 3.6, correlation coefficient between Personal Interaction and
rho for the correlation between the Personal Interaction and Customer satisfaction frequency is
(rho = .471, p<0.01) that represents Spearman rho is moderate which means that there is a
moderate relationship between two variables. This suggests that changes in one variable are
moderately correlated with changes in the second variable. So we could conclude that our
variables moderately correlated. The Sig. (2-Tailed) value in the analysis is .002 which is less
than conventional p value .05. Because of this we can conclude that there is statistically highly
significant correlation between two variables. That means, increases or decreases in one variable
do significantly relate to increases or decreases in second variable.
According to Pearson Table: 4.6, correlation coefficient between Personal Interaction and
Customer satisfaction is .393 shows positive relationship between two variables. The Pearson‟s r
for the correlation between the Personal Interaction and Customer satisfaction frequency is (r =
.393, p<0.05) that represents Pearson‟s r is moderate which means that there is a moderate
relationship between two variables. This suggests that changes in one variable moderately
correlated with changes in the second variable. So we could conclude that our variables
moderately correlated. The Sig. (2-Tailed) value in the analysis is .012 which is less than .05.
Because of this we can conclude that there is statistically significant correlation between two
variables. That means, increases or decreases in one variable do significantly relate to increases
or decreases in second variable.

9.5.11 Reliability Analysis:
Cronbach's alpha is a measure of internal consistency, that is, how closely related a set of
items are as a group. Reliability analysis in SPSS is used to measure the internal consistency of
the questionnaire; Reliability is the extent to which measurement of questionnaire. If the
reliability of scale is below .5 then it should be deemed unacceptable. The most highly
recommended measure of internal consistency is provided be cronbach‟s Alpha (α) as it provides
a good reliability estimate in most situations. 50-.60 coefficient or cronbach‟s alpha is sufficient.
In this study the coefficient alpha for different constructs were computed using the reliability
procedure in SPSS (version 17.0).
Cronbach's alpha Internal consistency
α ≥ 0.9 Excellent
0.8 ≤ α < 0.9 Good
0.7 ≤ α < 0.8 Acceptable
0.6 ≤ α < 0.7 Questionable
0.5 ≤ α < 0.6 Poor
α < 0.5 Unacceptable
Figure 5.0: A commonly accepted rule of thumb for describing internal consistency using
Cronbach's alpha.

Case Processing Summary
N %
Cases Valid 40 100.0
Excluded 0 .0
Total 40 100.0
a. Listwise deletion based on all variables in the procedure.
Reliability Statistics
Cronbach's Alpha N of Items
.776 18
Figure 6.0: Reliability analysis result
As it can be seen above Cronbach alpha = .774 which is > 0.7 thus the questionnaire methods can be
deemed fairy satisfactory.
10.0Discussion:
According to the correlation and reliability analysis in SPSS Product quality, Delivery
performance, Supplier, Time to market, Service support, and Personal interaction are positively
related with Customer satisfaction. And Product cost is negatively related with customer
satisfaction. Because the customers think that they do not charge very high price. From the study
it is being also observed that Product cost, Product quality, Delivery performance, Supplier, Time
to market, Service support, and Personal interaction have relationship with Customer satisfaction.
Because, according to spearmen and Pearson‟s analysis value, doesn‟t falls in degree of freedom
number, in every analysis it rejects the null hypothesis and accept the alternative hypothesis
which means there is a relationship in between Independent Variables (IV)and customer
satisfaction (DV). And we have found that Personal Interaction and Customer satisfaction shows
very positive relationship. By those results we can say that this thing is the main reason that
people are using Berger paints.

11.0 Significance of the Study
11.1 Business significance:
To stay in the market a company needs to know about its customers perception. For
this purpose many company do research on other company to know their customer better. This
kind of research mostly done based on secondary information. This research hopefully will help
various paint industry to find out the factors of customer satisfaction and loyalty. This research
also helps an organization to know more about product quality, branding, supply, delivery, and
customer relation. This study reveals the relationship between the Berger paint users with the
product quality, delivery performance, customer support respectively: anyone who will go
through these, get crystal clear idea about those factors.
11.2 Academic significance:
Research helps student to understand what is going on around them, it improves their
knowledge. Student done many researches based on their academic purpose. This research will
help students and also faculties to understand the independent variables (Product cost, Product
quality, Delivery performance, Supplier, Time to market, Service support, and Personal
interaction) in detail and how they are related with Customer satisfaction. Faculties can give their
students short assignment based on that research. Once such understanding has been attained by
future academics it is the researchers belief that the variables tested and data collected in this
research will serve as a valuable source for secondary data in future research, providing a guide to
creating a proper research framework.
11.3 Implication for future research:
Those who want to do research to find out the, factors of customer satisfaction and loyalty
in manufacturing industry this research will help them to understand those factors briefly. It could
also be effective and efficient analysis for the future researchers. Here researcher analysis various
kinds of data that is given in various journals, newspapers, and websites so, future researchers
would get the information about the scale that has been used in this study and hypothesis testing
will give them an idea whether there is a relationship between this research variables or not

and reliability tests will give an information whether the question adjust with the variable or
not.
12.0 Recommendation
Berger paints is a company, which has so far shown good performance and holds the
strongest position in the Painting market. It has a management wise enough to think of and
implement an array of financial services through diversification program. It has good quality mid
and bottom level management which gives more time for top management to think and plan for
new things. It is possible to create better future in the paint if Berger paints take action for
producing more qualitative product which is better than other multi-national company. Now a
day‟s most of the business sector is becoming service oriented. Berger Paint has a well
established product in the market and is enjoying a high market share. In such a scenario, Berger
can now fully concentrate on providing a better service to customer to improve satisfaction level,
create new customers, and retain existing customers. From the analysis, the researcher has
realized that the main reason of Berger paint usage is their service support and personal
interaction. Dealers are a major party to influence customers to purchase Berger products. If they
are satisfied, then customers will be satisfied. These some steps can be taken for the betterment of
the company.
-Depot should intensify its quality of client service. Customer services must be made dynamic
and prompt.
-Painting industry should be more innovative and diversified in its services.
-Put more emphasis on the product services and create more quality product.
-Interactive Information system should be developed.
-Should introduce modern technology.
-Should develop their E-commerce system.
-Should always monitor the performance of its competitors in the field of Foreign Trade and
National Trade.

Merits and demerits of' any company is a common feature. These were present, are
present and in future will present. Along with this difficulty Berger can achieve its
marketing objectives like market expansion, increasing sales volumes, employing more
people, earning goodwill, providing proper services to the mass people through active,
efficient, experienced and energetic employees and workers.
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Appendix A
QUESTIONNAIRE
This research is conducted for academic purposes only. So please do not hesitate to answer. Your
information will be kept confidential.
Personal Information
1. Male Female
2. Age: 15-25 3. Income per month: Taka 5000-15000
26-35 Taka 16000-25000
36-45 Taka 26000-35000
46 and above 36000 and above
Please circle the number, which most closely responds to your thinking.
1 2 3 4 5
Strongly Disagree Neither Agree Agree Strongly
Disagree nor Disagree Agree
1. The dealers charge us a much higher price.
2. Berger provides us with better product quality.
3. Berger meets our quality standards.
4. Berger products are more reliable.
5. Berger provides more consistent product quality over time.
6. Berger performs better in meeting delivery.
1 2 3 4 5
1 2 3 4 5
1 2 3 4 5
1 2 3 4 5
1 2 3 4 5
1 2 3 4 5

7. Deliveries from Berger are more accurate.
8. Berger knows better how to improve existing products.
9. Berger performs better at presenting us with new products.
10. Berger helps more in improving cycle time.
11. Berger helps us more in getting products to market faster.
12. Customer service is always available when we need information.
13. Customer service provides us with more appropriate information.
14. It is easier to work with Berger.
15. We have a better relationship with Berger.
16. There is better co-operation between Berger, dealers and ours.
17. Overall, we are very satisﬁed with the relationship with Berger.
18. Overall, this company treats us fairly.
1 2 3 4 5
1 2 3 4 5
1 2 3 4 5
1 2 3 4 5
1 2 3 4 5
1 2 3 4 5
1 2 3 4 5
1 2 3 4 5
1 2 3 4 5
1 2 3 4 5
1 2 3 4 5
1 2 3 4 5

Appendixes B
SPSS frequencies
Frequency Table 1.0
Statistics
Gender Age Income
N Valid 40 40 40
Missing 0 0 0
Frequency Table 1.1
Gender
Frequency Percent Valid Percent Cumulative Percent
Valid Male 34 85.0 85.0 85.0
Female 6 15.0 15.0 100.0
Total 40 100.0 100.0
Frequency Table 1.2
Age
Valid 15-25 19 47.5 47.5 47.5
26-35 18 45.0 45.0 92.5
36-45 3 7.5 7.5 100.0
Total 40 100.0 100.0

Frequency Table 1.3
Income
Valid 5000-15000 28 70.0 70.0 70.0
16000-25000 11 27.5 27.5 97.5
26000-35000 1 2.5 2.5 100.0
Total 40 100.0 100.0
Crosstab Table 2.0
Cases
Valid Missing Total
N Percent N Percent N Percent
Gender * Income 40 100.0% 0 .0% 40 100.0%
Age * Income 40 100.0% 0 .0% 40 100.0%
Crosstab Table 2.1
Gender * Income Cross tabulation
Count
Income
Total5000-15000 16000-25000 26000-35000
Gender Male 22 11 1 34
Female 6 0 0 6
Total 28 11 1 40

Crosstab Table 2.2
Age * Income Cross tabulation
Count
Income
Total5000-15000 16000-25000 26000-35000
Age 15-25 17 2 0 19
26-35 11 6 1 18
36-45 0 3 0 3
Total 28 11 1 40
Nonparametric Correlations Spearman’s rho Table 3.0
Correlations
Product Cost
Customer
Satisfaction
Spearman's rho Product Cost Correlation Coefficient 1.000 -.205
Sig. (2-tailed) . .204
N 40 40
Customer Satisfaction Correlation Coefficient -.205 1.000
Sig. (2-tailed) .204 .
N 40 40

Correlations
Product Quality
Customer
Satisfaction
Spearman's rho Product Quality Correlation Coefficient 1.000 .034
N 40 40
Customer Satisfaction Correlation Coefficient .034 1.000
N 40 40
Correlations
Delivery
Performance
Customer
Satisfaction
Spearman's rho Delivery Performance Correlation Coefficient 1.000 .219
N 40 40
N 40 40

Correlations
Supplier
Customer
Satisfaction
Spearman's rho Supplier Correlation Coefficient 1.000 .106
N 40 40
N 40 40
Correlations
Time To Market
Customer
Satisfaction
Spearman's rho Time To Market Correlation Coefficient 1.000 .061
N 40 40
N 40 40

Correlations
Service Support
Customer
Satisfaction
Spearman's rho Service Support Correlation Coefficient 1.000 .106
N 40 40
N 40 40
Correlations
Personal
Interaction
Customer
Satisfaction
Spearman's rho Personal Interaction Correlation Coefficient 1.000 .471
**
N 40 40
Customer Satisfaction Correlation Coefficient .471
**
1.000
N 40 40
**. Correlation is significant at the 0.01 level (2-tailed).

Correlations: Using Pearson Table 4.0
Correlations
Product Cost
Customer
Satisfaction
Product Cost Pearson Correlation 1 -.158
Sig. (2-tailed) .332
N 40 40
Customer Satisfaction Pearson Correlation -.158 1
N 40 40
Correlations
Product Quality
Customer
Satisfaction
Product Quality Pearson Correlation 1 .002
N 40 40
Customer Satisfaction Pearson Correlation .002 1
N 40 40

Correlations
Delivery
Performance
Customer
Satisfaction
Delivery Performance Pearson Correlation 1 .304
N 40 40
N 40 40
Correlations
Supplier
Customer
Satisfaction
Supplier Pearson Correlation 1 .150
N 40 40
N 40 40

Correlations
Time To Market
Customer
Satisfaction
Time To Market Pearson Correlation 1 .132
N 40 40
N 40 40
Correlations
Service Support
Customer
Satisfaction
Service Support Pearson Correlation 1 .069
N 40 40
N 40 40

Correlations
Personal
Interaction
Customer
Satisfaction
Personal Interaction Pearson Correlation 1 .393
*
N 40 40
Customer Satisfaction Pearson Correlation .393
*
1
N 40 40
*. Correlation is significant at the 0.05 level (2-tailed).
Reliability analysis:
Scale: ALL VARIABLES table 5.0
N %
Cases Valid 40 100.0
Excluded 0 .0
Total 40 100.0
a. Listwise deletion based on all variables in
the procedure.
Reliability Statistics
Cronbach's Alpha N of Items
.776 18

0921338

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0921338