Architect Satisfaction on Quality of Elite Paint

Internship Report
Architect Satisfaction on Quality of Elite Paint
(This Report is submitted for the Partial Fulfillment of the Degree of Bachelor of Business
Administration.)
Submitted to
Rashed Al Karim
Assistant Professor
School of Business Administration
East Delta University
Prepared by
Samit Manzoor
ID: 142002002
Date of Submission
13th
April 2019

Architect Satisfaction on Quality
(Elite Paint and Chemical Industries Ltd)

LETTER OF TRANSMITTAL
April 13, 2019
Rashed Al Karim
Assistant Professor
Subject: Submission of Internship Report
Dear Sir,
With due respect, this is a great honor to submit my internship report as titled “Architect Satisfaction
on Quality of Elite Paint”. This report was drawn up to meet the requirements of my internship
program. I wish to express my gratitude for your recommendations and sincere guidance during the
preparation of the report. It would be a great success for me if you found this report sufficiently
informative to meet the requirements at your expected level.
Sincerely yours,
______________
SamitManzoor
ID: 142002002

LETTER OF ENDORSEMENT
To Whom It May Concern
This is to clarify that, SamitManzoor, ID - 142002002, is the student of BBA program, Major in
Marketing department, School of Business, East Delta University has completed the internship report
titled ‘Architect Satisfaction on Quality of Elite Paint’ successfully under my supervision.
I wish him all the very best and every success in his life.
Supervisor
_______________
Rashed Al Karim
Assistant Professor
School of Business
East Delta University, Chittagong

ACKNOWLEDGEMENT
First and foremost, thanks to Almighty for giving me the strength and guidance for everything that
made my internship, a successful completion. It gives me immense pleasure to thanks all the
individuals for their cordial cooperation and encouragement who have contributed directly or
indirectly in preparing this project.
I would like to thank First Director, Mr Shajir Ahmed, Elite Paint and Chemical Industries Ltd, for
giving me the opportunity to do my internship in this well renowned organization. The experience &
knowledge gained in EPCIL helped me to understand different aspects related to my study. I convey
my gratitude to Strategic Manager, M.A. Mukit Chowdhury for helping me by providing guideline of
working throughout my internship period.
This is a great pleasure for me to be assigned under the guidance of my supervisor, Rashed Al Karim,
Assistant Professor of East Delta University. I am deeply indebted to his supervision, kind
cooperation and guidance in preparing this research paper. His valuable suggestions & guidelines
helped me a lot to prepare this report in a well-organized manner.

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Abstract
Customer Satisfaction plays a very important role in the marketing sector. Now a days it has
become one of the major factors in the paint industry as organizations are prioritizing it. This
study has found a significant relationship between Quality factors and Customer Satisfaction.
Quality factors such as product quality, packaging quality and materials quality and web
elements are selected as the base for the study. To analyze the data, SPSS is used as a statistical
tool. The value of Cronbach Alpha was 0.809 which means that the data of this study were
reliable accoding to (Nunnaly, 1978). Hypothesis was tested through regression analysis. From
findings, it has found that out that all 4 hypothesis (such as product quality, packaging quality,
materials quality and website elements) have significant impact on Customer Satisfaction.
Eventually, this study was concluded by providing few recommendations for the organization.
Keywords: Customer Satisfaction, Product Quality, Packaging Quality, Materials Quality, Web
Elements, SPSS, Regression Analysis.

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Table of Contents
CHAPTER I..............................................................................................................................03
INTRODUCTION..............................................................................................................................04
CHAPTER II.............................................................................................................................08
COMPANY OVERVIEW...................................................................................................................09
CHAPTER III………………………………………………………..................................................15
LITERATURE REVIEW...................................................................................................................16
CHAPTER IV......................................................................................................................................39
RESEARCH METHODOLOGY......................................................................................................40
CHAPTER V………………………………………………………………………………………...45
FINDINGS AND ANALYSIS………………………………………………………………………46
CHAPTER VI……………………………………………………………………………………….56
RECOMMENDATIONS……………………………………………………………………………57
CHAPTER VII………………………………………………………………………………………58
CONCLUSION………………………………………………………………………………………59
REFERENCES…………………………………………………………………………………….....61

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1. INTRODUCTION
The paint industry has continued its sound growth in recent years thanks to a rise of consumption
in semi-urban and rural areas boosted by consumers' increasing purchasing power and move
towards diverse and premium products.
In 2015, the size of Bangladesh's decorative paint market was about Tk 2,550 crore, according to
a number of paint manufacturers and Bangladesh Paint Manufacturers Association (BPMA).
Average growth was around 8 to 10 percent in the last five years. At present, annual
consumption stands at about 120,000 tones. In a competitive environment, an organization must
provide target customers more value than is provided by its competitors. Customer value is the
difference between all the benefits derived from a total product and all the costs and risks of
acquiring those benefits. On the basis of the consumer analysis under taken in the step, the
organization identifies group of individuals, households or firms in the similar needs. These
market segments are described in terms of demographics, media performances, and geographic
locations. Management then select one or more of these segments as target market based on the
firms capabilities relative to those of its competition. “Customer satisfaction in paints industry
is of great importance in providing valuable insights about customers of various paint
producing companies”. Marketing strategy seeks to provide the customer with more value than
the competition while still producing a profit for the firm. Marketing strategy is formulated in
terms of the marketing mix; it involves determining the product features, price, communications,
distribution and services that will provide customers with superior value. This entire set of the
characteristics is often referred to as the total product. The total product is presented to the target
market, which is consistently engaged in processing information and making decisions designed
to maintain or enhance its life style or performance. In order to develop a sound marketing strategy

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a firm should explore to the information about customers. The quality of marketing strategy
depends to a large extent on the quality of information obtained about customers.
1.1 Background of the study
Customer satisfaction is the most common form of market research in business-to-business
markets and for measuring service and product quality. It is often connected to quality and
production measurement such as TQM, six-sigma and process control, rather than as straight
marketing based research. Many companies now just use the simplistic Net Promoter Score
(NPS) as an alternative.
Before setting up a customer satisfaction program, it is necessary to ensure that the organization
has the will to actually make changes for improvement, otherwise you will simply be annoying
customers by taking their time to collect information, then not doing anything with it.
Raising competition from Paint and non paint competitors and continuing development of
innovative ways to provide financial services are all contributing to a growing interest in
evaluating Elite’s performance. Various groups of individuals are particularly interested in
evaluating Elite’s performance. This report is about evaluating the Elite Paint’s customer
satisfaction. In this internship report I will be trying to evaluate the specific customer satisfaction
which is Architects on the basis of their product quality, materials quality, website elements and
packaging quality.

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1.2 Problem Statement
Customer satisfaction is the single most important issue affecting organizational survival. It has
the most important effect on customer retention and in order to narrow it down, focus on product
quality as one of the customer satisfaction factors.
Despite this fact, most companies have no clue what their customers really think. They operate in
a state of ignorant bliss, believing that if their customers were anything less than 100-percent
satisfied they would hear about it. Then they are shocked when their customer base erodes and
their existence is threatened (http://www.amazon.com)
The key to competitive advantage is proactively gauging customer perceptions and aggressively
acting on the findings. The techniques for doing this do not have to be difficult; they just have to
be timely and effective.
In this case, can the satisfaction level of the architects be identified through product quality,
packaging quality, materials quality and website elements? I’m going to identify that through this
report.
1.3 Research Question
What’s the satisfaction level of the customers (architects) regarding product quality, materials
quality, packaging quality and website elements?
1.4 Research Objective
The main objective of this research is to find out the level of customer (architect) satisfaction of
Elite Paint.
Broad objective: To identify and analyze the satisfaction level of customers of Elite Paint.

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Specific Objectives:
1. To identify and evaluate the satisfaction regarding product quality.
2. To identify and evaluate the satisfaction regarding materials quality.
3. To identify and evaluate satisfaction regarding packaging quality.
4. To identify and evaluate the satisfaction regarding website elements.
1.5 Scope of the study
Elite Paint provides products with variation to its customer. This report will illustrate a reflection
of overall product quality, materials quality and packaging quality and website elements of the
organization. Data for the study is collected directly from the architects based on the survey
questionnaire.
1.6 Conclusion
This chapter of the study covers the problem statement, research questions and the objectives of
the study along with the study’s scope. A brief idea of what this study is trying to achieve is
discussed here.

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2. COMPANY OVERVIEW
Elite paint, founded in 1952, as first historically speaking paint organization in Bangladesh under
the direction of originator Chairman, Late Mr. Serajuddin Ahmed. Since its beginning, the
organization has developed to wind up one of the nation's driving paint brands. After some time
this ethos combined with insightful showcasing efforts impelled Elite Paint to the highest point
of the business. Presently tasks have been set everywhere throughout the nation. Its corporate
office is situated in Dhaka however the scope of tasks spread far and wide inside the nation. To
convey best quality items, Elite paint uses tremendous measure of assets in innovative work.
2.1 Product Segments
Through innovative work, Elite paint has a wide arrangement of items that are classified into
three wide portions. The three segments are as per the following:
2.2 Decorative Paints (For Architectural Structural & Household Fixtures)
Decorative paint is a general classification that includes various painting procedures and
mediums connected to an assortment of surfaces. These items not just assess the tasteful
satisfaction of the clients yet additionally go about as a basic planned for the building.
2.3 Industrial Paints (For Equipment & Other Specialized Industrial Structures)
An industrial paint is characterizes by its defensive capacity instead of its stylish properties,
despite the fact that it can give both. The most well-known employments of industrial paintings
are controllable for erosion and defensive layers for apparatuses and unique materials structures.

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2.4 Marine Paints (For Ships and Offshore Structures)
Boats and seaward structures are delicate to briny air and ocean water consumption. This
classification of paint is very particular ecological coatings a defensive layer for ship parts and
boat bottoms.
2.5 Management Committee
Mozahar Hossain
Director Operations
& Head of
Management
Committee
G.M Omar Faruque
Chowdhury, FCMA
CFO & Company
Secretary
Mohammad Morad
Hossain Sr. GM- HR,
Admin &
Compliance
Mohammed Shafi
GM- Factory
A.K. M Mohibullah
GM- Sales
Sahidur Rahman
GM- Corporate Sales

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2.6 Vision, Mission and Quality Policy
2.7 Vision
To be the most trusted and dependable national paint maker and provider of value items in the
province which encourages and increases the value of its business forms in giving reliably
amazing paint results of global benchmarks in the nearby market at an aggressive cost.
Organization will try to set up steadfast and commonly remunerating association with clients,
representatives, partners and investors of the organization.
2.8 Mission
• Prioritize consumer loyalty
• High quality item
• Optimal use of accessible assets consistently
• Optimal utilization of data and innovation
• Continuous advancement and development of human capital
• Every activity of each individual to be earnest and benefit situated
• Create condition that drives insight among all include
Md. Nurul Haque
Honorary GM- Sales
A. K. Azad GM-
Admin & Estate
Md. Abdul Munnaf
Manager- Supply
Chain Management

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2.9 Quality Policy
The arrangement of Elite Paint and Chemical Industry Ltd. is to produce and market brilliant
paint and vanish. Its goal is to achieve and upgrade consumer loyalty by giving planned on time
conveyances of items and furthermore top increment the productivity of work constrain. Elite
Paint and Chemical Industry Ltd. will make significance of meeting client's prerequisites all
through the association. Elite Paint and Chemical Industry Ltd. pursues global measures on
quality administration framework to guarantee reliable nature of items and administrations to
accomplish extreme consumer loyalty.
2.10 Distribution Network
They have 9 sales offices across the country; Delivering Paint & Coating items easily all over the
country from factory at Chittagong.
2.11 Sales Offices
1. Dhaka
2. Chittagong
3. Comilla
4. Sylhet
5. Khulna
6. Bogra
7. Rajshahi

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8. Barisal &
9. Mymensingh
2.12 Top Line Products
Elite Paint & Chemical Industries Ltd. has a wide item extend. It is manufacturing paints in all
fragments of the business and more than 200 items maintaining the brands picture of Elite Paints
in the market. Under the decorative wing of the organization, a portion of the best moving
decorative items are featured underneath:
• Master Coat Premium (Exterior Emulsion Finish)
• Silk De Luxe (Silky Finish)
• Plastelite (Plastic Emulsion Paint)
• Rebelite (Synthetic Paste Distemper)
• Lucky Seven (Super Gloss Synthetic Enamel)
• Quick Drying (Synthetic Enamel)
• Hammelite (Hammer Finish)
• Tennis Court
• Road Marking
• Supreme Elitecem (Cement Coating)
• Master Coat Exterior Sealer
• Wallelite (Interior Sealer)
• Salt Seal

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• Puttelite
• Aclose Sealer (Interior/Exterior Sealer)
• Floor Mask
• Bontile Texture
2.13 Specialized Services Offered
• Colorfest: To locate the particular shading, Elite Paint gets Colorfest-the nation's most
developed POS tinting arrangement. Opening up the universe of colors. Elite color fest
offers a wide range of shades. From the customary to the remarkable, from the eye
getting to the subtlest of shades, Colorfest has everything.
• Color & Paint Consultancy
• Elite Color Preview
• Elite Color Planner: An electronic shading mix/shading plotting Platform. This
administration is a do it without anyone's help shading conspiring device, to picture your
venture sitting at home.

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Chapter 3
LITERATURE REVIEW
3.1 INTRODUCTION
This chapter represents the theoretical literature review relevant to the topic under the study. In
the theoretical part, customer satisfaction factors, are discussed while the empirical review

16
embodies views of researchers on the variables of the study as directed by the study purpose and
the research questions.
3.2 Customer Satisfaction
In marketing sector, customer satisfaction plays the most important role for many organizations.
Each and every organization’s first priority is to make sure that the customers are satisfied with
their product/service quality. The concept of customer satisfaction occupies a central position in
marketing thought and practice. Satisfaction is a major outcome of marketing activity and serves
to link processes culminating in purchase and consumption with post purchase phenomena such
as repeat purchase and brand loyalty. The centrality of the concept is reflected by its inclusion in
the marketing concept that profits are generated through the customer needs and wants.
The need to translate the philosophical statement of the marketing concept into operational
guidelines has directed attention to the development and measurement of customer satisfaction.
In the early 1970’s, customer satisfaction began to emerge as a legitimate field of inquiry. The
U.S Department of Agriculture’s index of Customer Satisfaction (Pfaff 1972) was the first study
to report direct information on customer satisfaction to policy makers. Both Olshavsky and
Miller (1972) and Anderson (1973) examined and disconfirmed expectancies and their influence
on product performance ratings. These tw studies along with Cardozo’s (1964) experiment
formed the foundation for much of the later theory testing and experimental research.
Since the early 1970’s the volume of customer satisfaction research has been impressive.
Numerous theoretical structure have been proposed to examine the antecedents of satisfaction
and develop meaningful measures of the construct. The vast majority of these studies have used
some variant of disconfirmation experience, where disconfirmation paradigm which holds that

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satisfaction is related to the size and direction of the disconfirmation experience, where
disconfirmation is related to the person’s initial expectations. More specifically, an individual’s
expectations are:
• Confirms when a product performs as expected
• Negatively disconfirmed when the product performs more poorly than expected
• Positively disconfirmed when the product performs better than expected.
Dissatisfaction results when a subject’s expectations are negatively disconfirmed. Conceptually,
satisfaction is an outcome of purchase and use resulting from the buyer’s comparison of the
rewards and costs of purchase in relation to the anticipated consequences. Operationally,
satisfaction is similar to attitude in that it can be assessed as the sum of the satisfaction with the
various attributes of the product or services. Pfaff (1972) suggests that both cognitive and
affective models may be alternatives for describing satisfaction, whereas LaTour and Peat (1979)
assert that the primary distinction between satisfaction and attitude derives from temporal
positioning. Attitude is positioned as a pre decision constructs and satisfaction is a post decision
construct.
3.3 Importance of Customer Satisfaction
The importance of customers has been highlighted by many researchers and academicians. Zairi
(2000) said “Customers are the purpose of what we do and rather than them depending on us, we
very much depend on them. The customer is not the source of a problem, we shouldn’t perhaps
make a wish that customers ‘should go away’ because our future and our security will be put in
jeopardy”. That is the main reason why organizations today are focusing on customer
satisfaction, loyalty and retention. According to Hansemark and Albinsson (2004), “satisfaction

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is an overall customer attitude towards a service provider, or an emotional reaction to the
difference between what customers anticipate and what they receive, regarding the fulfillment of
some need, goal or desire”. Customer loyalty, on the other hand, according to Anderson and
Jacobsen (2000) “is actually the result of an organization creating a benefit for a customer so that
they will maintain or increase their purchases from the organization. Oliver (1997) said that
customer loyalty refers to “a deeply held commitment to re-buy or re-patronize a preferred
product or service consistently in the future despite situational influences and marketing efforts
having the potential to cause quick service. In order to achieve customer satisfaction,
organizations must be able to satisfy their customer’s needs and wants (La Barbera and
Mazursky, 1983). Customers’ needs state the felt deprivation of a customer (Kotler, 2000).
Whereas customers wants, according to Kotler (2000) refer to “the form taken by human needs
as they are shaped by culture and individual personality”.
In modern business philosophy business should be customer oriented and the implementation of
the main principles of continuous improvement, justifies the importance of evaluating and
analyzing customer satisfaction. In short, customer satisfaction is considered as baseline of
standardize and excellence of performance for many business. It also helps to identify the
potential market opportunities. (Evangelos and Yannis 2010, 1-2) Mentioning about importance
of customer satisfaction in business perspective Zairi (2000) said in one magazine ‘Customers
are the purpose of what we do and rather than them depending on us, we very much depend on
them. The customer is not the source of a problem, we shouldn’t perhaps make a wish that
customers ‘should go away’ because our future and our security will be put in jeopardy.’
However, the concept of customer satisfaction is not a new one. It hit the business sectors in
early 1980’s where some researchers considered that customer satisfaction is the best window

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into loyalty. They also found that it has direct relationship with company profitability, ROI
(return on investment), or share of market. Satisfied customer think twice or several times before
switching to alternatives because they become attached emotionally and also afraid to believe on
alternatives quality. Oliver (1997) Zairi (2000) mention more about the importance as-
‘numerous studies that have looked at the impact of customer satisfaction repeat purchase,
loyalty and retention. They all bring the similar message. First, satisfied customers share their
experience with average five or six people and dissatisfied customers normally tell ten people
about their unfortunate experience. Secondly, many customers do not complain about
dissatisfaction but it is needs to realize by the company and it differs from industry to industry.
Finally, people do not think 18 dealing customer satisfaction is not as costly as to recruit a new
customer. Actually it is only twenty five percent of the recruit a new customer’.
Many researchers have looked into the importance of customer satisfaction. Kotler (2000)
defined satisfaction as: “a person’s feeling of pleasure or disappointment resulting from
comparing a product’s perceived performance (or outcome) in relation to his or her
expectations”. Hoyer and MacInnis (2001) said that satisfaction can be associated with feelings
of acceptance, happiness, relief, excitement, and delight. There are many factors that affect
customer satisfaction. According to Hokanson (1995), these factors include friendly employees,
courteous employees, knowledgeable employees, helpful employees, accuracy of billing, billing
timeliness, competitive pricing, service quality, good value, billing clarity and quick service. In
order to achieve customer satisfaction, organizations must be able to satisfy their customer needs
and wants (La Barbera and Mazursky, 1983). Customers’ needs state the felt deprivation of a
customer (Kotler, 2000). Whereas customers wants, according to Kotler (2000) refer to “the form
taken by human needs as they are shaped by culture and individual personality”. However,

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Bowen and Chen (2001) said that having satisfied customers is not enough, there has to be
extremely satisfied customers. This is because customer satisfaction must lead to customer
loyalty. Bansal and Gupta (2001): “Building customer loyalty is not a choice any longer with
businesses: it’s the only way of building sustainable competitive advantage. Building loyalty
with key customers has become a core marketing objective shared by key players in all industries
catering to business customers. The strategic imperatives for building a loyal customer base are
as:
• Focus on key customers
• Proactively generate high level of
• Customer satisfaction with every Interaction
• Anticipate customer needs and respond to them before the competition does
• Build closer ties with customers
• Create a value perception”.
Sivadas and Baker-Prewitt (2000) said “there is an increasing recognition that the ultimate
objective of customer satisfaction measurement should be customer loyalty”. Fornell (1992) said
“high customer satisfaction will result in increased loyalty for the firm and that customers will be
less prone to overtures from competition”. This view was also shared by Anton (1996) who said
that “satisfaction is positively associated with repurchase intentions, likelihood of recommending
a product or service, loyalty and profitability”. Loyal customers would purchase from the firm
over an extended time (Evans and Berman,1997). Guiltinan, Paul and Madden (1997) said that
satisfied customers are more likely to be repeat (and even become loyal) customers. Sivadas and

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Baker-Prewitt (2000):“Satisfaction also influences the likelihood of recommending a
departmental store as well as repurchase but has no direct impact on loyalty.
Thus satisfaction in itself will not translate into loyalty. However, satisfaction will foster loyalty
to the extent that it is a prerequisite for maintaining a favorable relative attitude and for
recommending and repurchasing from the store. Once customers recommend a department store
it fosters both repatronage and loyalty towards that store. Thus the key to generating loyalty is to
get customers to recommend a store to others. Also, customers are likely to recommend a
department store when they are satisfied with that store and when they have a favorable relative
attitude towards that store”. Evans and Berman (1997): “Companies with satisfied customers
have a good opportunity to convert them into loyal customers – who purchases from those firms
over an extended period”. Clarke (2001) said, “a business that focuses exclusively on customer
satisfaction runs the risk of becoming an undifferentiated brand whose customers believe only
that it meets the minimum performance criteria for the category. Long-term customer retention in
competitive markets requires the supplier to go beyond mere basic satisfaction and to look for
ways of establishing ties of loyalty that will help ward off competitor attack”. Sivadas and
Baker-Prewitt (2000) also said that it is not merely enough to satisfy a customer. According to
Reichheld (1996), 65 to 85 percent of customers who defect to competitors’ brands say they were
either satisfied or very satisfied with the product or service they left. Therefore, in order to
ensure that customers do not defect, Bowen and Chen are correct to say that customers must to
be extremely satisfied. As far as organizations are concerned, they want their customers to be
loyal to them and customer satisfaction does not guarantee this. According to Storbacka and
Lentinen (2001), customer satisfaction is not necessarily a guarantee of loyalty. They said that in

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certain industries up to 75% of customers who switch providers say that they were ‘satisfied’ or
even ‘very satisfied’ with the previous provider. Customers may change providers because of
price, or because the competitor is offering new opportunities, or simply because they want some
variation (Storbacka and Lentinen, 2001). Clarke (2001) said that customer satisfaction is really
no more than the price of entry to a category. For satisfaction to be effective, it must be able to
create loyalty amongst customers. Sivadas and Baker-Prewitt (2000): “There is increasing
recognition that the ultimate objective of customer satisfaction measurement should be customer
loyalty”. McIlroy and Barnett (2000): “An important concept to consider when developing a
customer loyalty programme is customer satisfaction. Satisfaction is a measure of how well a
customer’s expectations are met while customer loyalty is a measure of how likely a customer is
to repurchase and engage in relationship activities. Loyalty is vulnerable because even if
customers are satisfied with the service they will continue to defect if they believe they can get
better value, convenience or quality elsewhere. Therefore, customer satisfaction is not an
accurate indicator of loyalty. Satisfaction is a necessary but not a sufficient condition of loyalty.
In other words, we can have satisfaction without loyalty, but it is hard to have loyalty without
satisfaction”. McIlroy and Barnett (2000), “in a business context loyalty has come to describe a
customer’s commitment to do business with a particular organisation, purchasing their goods and
services repeatedly, and recommending the services and products to friends and associates”.
Anderson and Jacobsen (2000) said customer loyalty is actually the result of an organisation
creating a benefit for a customer so that they will maintain or increase their purchases from the
organisation. They said that true customer loyalty is created when the customer becomes an
advocate for the organisation, without incentive. Clarke (2001): “The notion of customer loyalty
may appear at first sight to be outmoded in the era of the Internet, when customers are able to

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explore and evaluate competing alternatives as well as checking reports from others – at the
touch of a button. Yet the evidence shows that the old rules of successful and profitable
management still hold good: customer retention is still a key to long-term profits, while on the
other side of the coin there is ahigh cost-penalty to low loyalty. Indeed, the very fact that
customers can so readily assess the competing services and products on offer and then so easily
make the new purchase does in itself give added weight to the importance of building strong ties
of loyalty with customers”. Bowen and Chen (2001): “It is commonly known that there is a
positive relationship between customer loyalty and profitability. Today, marketers are seeking
information on how to build customer loyalty. The increased profit comes from reduced
marketing costs, increased sales and reduced operational costs. Finally, loyal customers cost less
to serve, in part because they know the product and require less information. They even serve as
part-time employees. Therefore loyal customers not only require less information themselves,
they also serve as an information source for other customers”. Bansal and Gupta (2001):
“Building customer loyalty is not a choice any longer with businesses: it’s the only way of
building sustainable competitive advantage. Building loyalty with key customers has become a
core marketing objective shared by key players in all industries catering to business customers.
The strategic imperatives for building a loyal customer base are as:
• Focus on key customers
• Proactively generate high level of customer satisfaction with every interaction
• Anticipate customer needs and respond tothem before the competition does
• Build closer ties with customers
• Create a value perception”.

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McIlroy and Barnett (2000) said that loyalty cannot be taken for granted. They said that it will
continue only as long as the customers feels they are receiving better value than they would
obtain from another supplier.Anton (1996): “When you can increase customer loyalty, a
beneficial ‘flywheel’ kicks in, powered by: -
• Increased purchases of the existing product,
• Cross-purchase of your other products,
• Price premium due to appreciation of your added-value services,
• Reduced operating cost because of Familiarity with your service system,
• Positive word-of-mouth in terms of referring other customers to your company”.
In order to ensure that there is customer loyalty, organizations must be able to anticipate the
needs of their customers (Kandampully and Duffy, 1999). According to Kandampully and Duffy
(1999), a customer’s interest in maintaining a loyal relationship is depended on the firm’s ability
to anticipate customer’s future needs and offering them before anyone else. According to the
study done by Bowen and Chen (2001), it supported the contention that there is a positive
correlation between loyal customers and profitability. Bowen and Chen (2001): “The result of
our study supported the contention that there is a positive correlation between loyal customers
and profitability. Loyal customers indeed provide more repeat business and were less likely to
shop around for the best deals than non-loyal customers”. Day (1994) said that the identification
and satisfaction of customer needs leads to improved customer retention. Clark (1997):
“Customer retention is potentially one of the most powerful weapons that companies can employ

25
in their fight to gain a strategic advantage and survive in today’s everincreasing competitive
environment. It is vitally important to understand the factors that impact on customer retention
and the role that it can play in formulating strategies and plans”.
3.4 Measuring Customer Satisfaction
Now a day’s measuring customer satisfaction become an important issue to most of business
organization. In this regard there is a rumored by Lord Kelvin (19th century) ‘If you cannot
measure something, you cannot understand it’. In recent decades importance of customer
satisfaction has increased thus many organization considered measuring customer satisfaction
should be set as a parameter. ‘It also considered as reliable feedback and it provides as effective,
direct, meaningful and objective way the customers’ preferences and expectations’. (Gerson,
1993) Wild (1980) and Hill (1996) said, customer satisfaction measurement provides a sense of
achievement and accomplishment for all employees involved in any stage of the customer
service process and it motivates people to perform as well as achieve higher levels of
productivity. Evangelos and Yannis (2005, 5) mentioned in their book about main advantages of
measuring customer satisfaction, one- measuring customer satisfaction helps to evaluate business
current position against its competition and accordingly design its future plans. Second
Satisfaction measurement is able to identify potential market opportunities. Third- it helps to
understand customer behavior and particularly to identify and analyze customer expectations,
needs and desire. Fourth- It improve the communication the total clientele. Fifth- By this
measurement it is also possible to examine whether new actions, efforts and programs have any
impact on the organizations’ clientele. Sixth- Organizations weakness and strength against
competition are determined, based on customers’ perceptions and judgement. Seventh- Personnel
is motivated to increase its productivity.

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3.5 Product and Service Features
Customer satisfaction is significantly influenced by the customer’s evaluation of product or
service features. Thus, firms also study concerning satisfaction what features and attributes of
their services customer measure most and that firms measures the perceptions of those features
and overall service satisfaction. In this regard, research has found that normally customers make
trade-offs among service like, price level versus service quality or friendliness of personnel
versus customization. (Zeithaml et al. 2006, 110-111).
3.6 Customer Emotions
Consumer emotions played a significant role with the product or services satisfaction. When a
customer in a happy moment of life or positive frame of mind that influenced the service
experience and feel good. Alternatively when customers passing through bad mood or negative
feelings they might over react or respond negatively towards the service. It is normally seen that
positive emotions had a stronger effect than negative one. Specific emotions may also be
influenced by the consumption experience itself, influencing consumes’ satisfaction with the
service. (Zeithaml et al. 2006, 111)
3.7 Consequences of Customer Satisfaction or Dissatisfaction
The consequences of not satisfying customers can be severe. According to Hoyer and MacInnis
(2001), dissatisfied consumers can decide to:
• discontinue purchasing the good or service,
• complain to the company or to a third party and perhaps return the item, or
• engage in negative word-of-mouth communication

27
3.8 Components of Customer Satisfaction
▪ Key Elements of Customer Satisfaction:
➢ Providing the most basic benefits of the product or service
➢ Offering general support services, such as customer assistance
➢ Setting up a system to counteract customers’ bad experiences
➢ Delivering extraordinary services that excel in meeting customers’ preferences and make
the product and/or service seem customized.
➢ Experience of customer worker interaction.
➢ Satisfaction with service provided.
➢ Satisfaction with outcome
➢ Customer focused vision and mission statements
➢ Customer oriented organizational culture
➢ Attention to the total customer experience
➢ Customer service standards and accountability
• Extraordinary Service
• Managing Customer Satisfaction
• Customer Experience Management (CEM)
➢ An approach that recognizes that with every interaction, customers learn something about
a firm that will affect their desire to do business there in the future
➢ Having a positive experience with a business becomes part of the firm’s value equation.

28
➢ Evaluating a Firm’s Customer Service Health.
3.9 Product Quality
The group of features and characteristics of a saleable good which determine its desirability and
which can be controlled by a manufacturer to meet certain basic requirements. Most businesses
that produce goods for sale have a product quality or assurance department that monitors
outgoing products for consumer acceptability.
3.10 Importance of Product Quality
Quality is an important dimension of production and operation management. It is not sufficient
to produce products or services in the right quantity and at right time. It is important to ensure
that the goods and services provided/produced are of the right quality. The consumer of the final
product of company requires a certain quantity of product as per requirements. Without quality,
the other dimensions of quality and time have little rather no relevance. Quality management
which includes ensuring proper quality for a organization’s output product, is important not only
for its survival in the market, but also to expand its market if new product line is to be introduced
and various other marketing ventures. The lives of human beings are affected to a great extent by
quality of products and services. Quality failure may and would result in serious inconveniences,
wastage of money and sometimes loss of life. In the early twentieth century, consumers were
expected to pay extra for quality. However in the present day competitive business market,
quality is no longer an option. In other words, it is a positive need without which the survival of
an organization I not possible. In order to fulfill the quality requirements of the consumers, a
thorough understanding is required regarding the interacting role of all major activities of an

29
organization. These activities performed anywhere, put together substitute the ‘quality function’.
So quality function may be defined as that set of activities, without mattering where performed,
through which quality level can be achieved by company.
3.11 Packaging Quality
Now, packaging has become itself a sales promotion tool for the organizations. The consumer’s
buying behavior also stimulated by the packaging quality, color, wrapper, and other
characteristics of packaging. Packaging is a whole package that becomes an ultimate selling
proposition, which stimulates impulse buying behavior. Packaging increases sales and market
share and reduces market and promotional costs. According to Rundh (2005) package appeals
consumer’s attentiveness towards a certain brand, increases its image, and stimulates consumer’s
perceptions about product. Furthermore, packaging conveys distinctive value to products
(Underwood, 2003; Silayoi, & Speece, 2007), packaging works as an instrument for
differentiation, and helps consumers to decide the product from wide range of parallel products,
packaging also stimulates customer’s buying behavior (Wells, Farley & Armstrong, 2007).
Previous researches show that there is no agreement on overall classification of packaging
material and package elements. There is also disagreement regarding the methods of package
impact on consumer’s buying behavior decision. Several researchers attempt to examine all
potential elements of packaging and their effect on consumer’s buying decision (Butkeviciene,
Stravinskiene, & Rutelione, 2008), however others focus on distinct elements of packaging and
their influence on consumer purchasing behavior (Ampuero & Vila, 2006; Madden, Hewett, &
Roth, M, 2000; Underwood, Klein, & Burke, 2001; Bloch, 1995). Furthermore, some researchers
explore the impact of packaging and its features on consumer’s whole purchase decision
(Underwood, Klein, & Burke, 2001), whereas, some others – on each step of consumer’s

30
decision making process (Butkeviciene, Stravinskiene, & Rutelione, 2008). Brand image and
advertisement have strong positive influence and significant relationship with Consumer’s
buying behavior. People perceive the brand image with positive attitude. The purpose is
constructed on hypothetical analysis of packaging components and their influence on consumer’s
buying behavior decision. This empirical study uncovers the features, which are having the
eventual influence on consumer’s choice, when multiple and different choices are available.
Packaging acts multidimensional functions. It offers knowledge about the product and
organization, a technique to communicate with consumers and safeguard to the quality of
product (Silayoi & Speece, 2007). According to Rita Kuvykaite1 (2009) the study reveals the
self-service and changing consumers’ lifestyle having the ultimate effect on consumer choice.
Increase in impulse buying behavior labeling is also communicating to the customer. Saeed,
Lodhi, Mukhtar, Hussain, Mahmood and Ahmad (2013), integrate the brand image, brand
attachment and environmental effects and their impact on consumer purchase decision. Results
elaborates that brand image don’t have a positive relation with purchase decision, brand
attachment has a moderate positive relation with purchase decision and environmental effects but
don’t have a positive relation with purchase decision (Ahmed & Kazim, 2011). The consumers
purchase more quantity of the products, after looking a well-labeled product. Therefore labeling
influences the consumer buying behavior, but there are some other factors also, which influence
the consumer buying behavior (Saeed, Lodhi, Rauf, Rana, Mahmood & Ahmed, 2013). In recent
times, people are becoming more concerned towards green purchasing because of a grown
consciousness for environmental protection. Green purchasing is essentially the act of buying
environmental friendly products. The research model in this study examines the consequences of
predictor variables (environmental concern, organizational green image and environmental

31
knowledge) upon criterion variable (green purchase intention) with the moderating effect of
perceived product price and quality (Underwood, 2003; Rettie & Brewer, 2000; Barber,
Almanza, & Donovan, 2006). Adelina & Morgan (2007) conclude that Packaging could be
treated as one of the most valuable tool in today’s marketing communications; Packaging has an
important impact on consumers buying behavior. The impact of packaging and its elements can
impact the consumer’s purchase decision (Ahmed et.al, 2014) According to Karbasivar &
Yarahmadi (2011), more apparel impulse buying and promotional approaches (cash discount)
usage between sample, as well as in-store form display (window display) has important role to
encourage consumers to buying impulse. They can gift complementary products to encourage
consumer to buying impulse. Also sealers can increase apparel impulse buying with decorating
their stores in modern style and use attractive lights and colours. The result of the study proves
that there is a pivotal relationship between window display, credit card, promotional activities
(discount, free product) and consumer impulse buying behaviour (Alice, 2006). According to
Erzsebet & Zoltan (2007) both the qualitative and quantitative research showed that respondents
adopted similar risk reduction strategies in their purchase of baby care products. This research
investigated consumer perceptions and buying behavior of baby care products. The results of the
primary research showed that consumers’ needs satisfied with the product in terms of reliability
and performance and packaging. According to Butkeviciene, Stravinskiene and A. Rutelione
(2008), impulse buying is indeed a relevant factor in CE retailing, thus justifying the use of sales
packaging. However, optimization is still important. From an economical and environmental
perspective it is very costly to apply sales packaging (with additional material use and transport
volume) to products that do not need them, or to apply them in an ineffective way. Saeed, Lodhi,
Mukhtar, Hussain, Mahmood and Ahmad (2011), integrate the brand image, brand attachment

32
and environmental effects and their impact on consumer purchase decision. Results elaborates
that brand image don’t have a positive relation with purchase decision, brand attachment has a
moderate positive relation with purchase decision and environmental effects but don’t have a
positive relation with purchase decision (Ahmed, Arif & Meenai, 2012). Hari Govind & Deepak
Jain (2012)”Impact of Packaging in Consumer Decision Making Process of Namkeen Products”:
stated that packaging has an important role in marketing communications, especially from the
point of sales and could be treated as one of the most important factors influencing consumer’s
purchase decision. The research, aims to find out the effect of packaging in buying decision for a
namkeen product. And compare the packaging styles of various brands. Also the research
investigate that what factors are of great importance in packaging of namkeen products. Using
descriptive research and a questionnaire as a mean of data collection and the study conclude that
the style of packaging do affects the sales of the namkeen and the factors taken in consideration
are price, content, ingredients. Patrick& Thaddeus(2011),”The Multiple Roles of Packaging in
the Entire Marketing Process Channel of Distribution and Consumer Perspective in this study
aims to presents the multiple roles of packaging in the perspective of the middlemen and
consumers. The results of the study are: For the middlemen, it has become an effective tool in
achieving optimum use of space efficient use of shelf-space in preventing inventory losses and
pilferage. For the consumers, packaging has attempted to serve their informational, promotional
and convenience needs.
3.12 Protection of products and consumers
A package protects the contents as the product moves through its marketing channel and while it
is in use. A packaging also prolongs the shelf life of a product, which is important to producers,
middlemen, and final buyers. Increasing attention focused recently on package safety, especially

33
for drugs, household cleaners, and other products that are potentially dangerous, particularly to
children (Schoell, 1985). Product safety is an underlying dimension of perceived product quality,
is composed of such a vast number of components that it would verge on vagueness to consider
it only in general terms. Indeed, a product can be perceived as being need satisfying, hence
fulfilling part of the notion of "product quality", for example, a food product may be very
delicious (generally accepted as constituting quality), but may be thought to contain artificial
additives that are harmful to the consumer (Tse, 1999). Protection of the product should be
effective in reducing damage that could influence its usefulness and increase costs. Packages
protects from breakage, evaporation, spillage, spoilage, light, heat, cold, and many other
conditions Packaging often plays an important functional role, such as protection, or storage of
product. Consumer protection is becoming a growing role of packaging .Packaging that fails to
fully protect the product has the potential to result in excess damage and waste, diminished shelf
life, and loss of flavor or efficacy. Problems associated with insufficient protection are likely to
lead to customer dissatisfaction (Bix et al, 2002).The protection accorded to the contents by the
package must be available at the following stages during the life span of the product At the end
of the product line inside the plant .During storage and handling, During transportation, During
storage at the distribution or retailer's warehouse and During the consumption process in the
consumer's home.
3.13 Promotion of Products
The promotional role of a packaging should be considered. It can be used to attract customers'
attention and encourage them to examine the product. Packaging design is critical in supermarket
products, where its most important function is to help differentiation the products and consumer
spend less time planning the shopping trip and reading than ever, visual images are crucial to

34
attracting them .Promoting the contents is an important packaging objective, especially in self-
service retailing. Package must serve as a silent salesperson and attract the shopper's attention.
Packaging is becoming an increasingly aspect of marketing strategy. Companies are seeing
packaging as a way to attract customers to new and existing brands .Packages use design, colors,
shapes, pictures, and materials to try to influence consumer's perceptions and buying behavior
(Lamb et al, 2004).
3.14 Facilitation of recycling and reducing environmental damage
The topic of consumer use of environmental product information (EPI) is considered in various
disciplines. Whereas much available literature takes the type of information system or product
group as a starting point, few studies combine the context and other relevant factors such as
consumer attitudes and understanding, which all determine consumer's uptake of environmental
product information. Yet other studies describe consumer's characteristics, mainly in so called
consumer's segmentation models developed to analyze environmental loyalty and preference of
consumers, and their use of EPI (Szatek, 2003; Hansen et al, 2001).The proliferation of "green
products" and "green advertising" suggests that at least some firms believes that consumers are
willing to pay a price premium for environmentally friendly products. There are also examples of
companies whose sales dropped precipitously as a result of being labeled environmentally
unfriendly. Kadlecek's study (1991), indicated that 78% of consumers in the United States have
showed their willingness to pay higher prices for access to environmentally-friendly goods, and
stressed the importance of focusing on advertising for the promotion of these products. But this
finding contradicts with Neff and Halliday's study (2000), who found that consumers in the
United States are not willing to pay a higher price for access to green products (environmentally
friendly). According to Stevenson (2007), recycling is an important consideration for designers.

35
Recycling means recovering materials for future use, companies recycle for a variety of reasons:
Cost saving, Environmental concerns and environmental regulations.
3.15 Website Elements
The Internet is the second most important retailing channel in the US and the European Union
(Lorenzo-Romero, Constantinides, Alarcón-del-Amo, 2013). According to ComScore Report
(2013), in the US, total e-commerce spending reached $289.1 billion in 2012 and showing an
increase of 13 percent from 2011. As competition increases most e-retail sought to create more
appealing website elements in order to be distinguished from their competitors (Loureiro, Koo,
Ribeiro, 2013). Consequently, it generates further research attention in online retail context
(Kim, Kim, Lennon, 2009). However, it has never been so important to attract and retain online
consumers (Wang et al., 2011). Attracting and retaining customers on websites with enhanced
website design is a key element of successful retailers’ strategy (Allagui, Lemoine, 2008).
Traditional retail atmosphere theory has attracted a lot of interest from academics (Turley,
Milliman, 2000) that examined atmospherics cues. Empirical research on the website elements is
limited. With the rapid development of e-commerce all over the world, the online store
environment has attracted a lot of attention from both business and academia and has been in
existence for 12 years. Most previous studies focused on a single element (Taylor, England,
2006; Park, Stoel, Lennon, 2008; Wang, Baker, Wagner, Wakefield, 2007; Ben Mimoun, Poncin,
Garnier, 2012; Mimoun, 2013; Lorenzo-Romero et al., 2013); others analysed a few elements
(Park, Lennon, Stoel, 2005; Allagui, Lemoine, 2008; Björk, 2010; Cai, Xu, 2011; Loureiro et al.,
2013). Eroglu, Machleit, Davis (2001; 2003) proposed a comprehensive taxonomy of website
elements but did not include social elements of website expect web counter. More recently,
Manganari et al. (2009) provided a comprehensive review of research on website atmosphere but

36
did not introduce navigational design, aesthetics of website, website brand / personality, avatars,
Rimantas Gatautis, Egle Vaiciukynaite.
3.16 importance of Website Elements
Although the trend toward online commerce is continuing to grow, flawed website design
remains a serious barrier to ecommerce implementation. A recent study of 10,000 online
shoppers, reported that 30% of respondents blamed poor site organization for abandoning an
ecommerce website. According to usability Nielsen, user success rates on ecommerce sites are
only 56%, with most sites achieving compliance with only a third of documented usability
guidelines. Hence, it is important to improve website usability as it can significantly increase
revenue, loyalty and survival. In addition, Peters argued that factors such as user lack of
confidence and trust in online transactions continue to present major stumbling blocks. He
pointed out that convenience seems to be the key motivator for online shopping, followed by
bargain-hunting. Malaysian respondents said they shopped online because it allowed them to
shop at any time (83%), compare prices to save money and time (81%), and find products easily
(79%). According to Hassanein and Head , social presence has a positive impact on perceived
usefulness, trust and enjoyment of an e-commerce website. There are specific design elements
such as socially rich text and photos of people that positively impact perceived social presence of
an ecommerce website. For example, it is important to cater for stories or testimonial about the
user and the product. It also makes a difference if photos of people using the product are
portrayed against the product as a standalone. It is also important to consider offering both online
and offline communication to the consumer. Consumers will use multiple contact channels if
they are present. It is not wise to assume consumers will do everything on the web. Personal
contact with the consumer is still important. For certain countries such as Malaysia, in which

37
English is not the first language and there are multiethnic and multi language used accordingly, it
is crucial to consider internationalizing the interface to meet a larger user group. Designers need
to ensure the average-field-length test is conducted for the targeted languages. Studies have
shown that an English phrase or sentence translated into German or Russian will become 10-
100% longer. However the translation from English to Mandarin language is usually.
3.17 Materials Quality
Product materials are materials or substances used in the primary production or manufacturing
of goods. Product materials are commodities that are bought and sold on commodities
exchanges worldwide. Traders buy and sell product materials in what is called the factor
market because product materials are factors of production as are labor and capital. A
manufacturing company will record product materials in the materials inventory account. When
a company uses product materials in production, it transfers them from the product materials
inventory to the work-in-progress inventory. When a company completes its work-in-process
items, it adds the finished items to the finished goods inventory, making them ready for sale. In
the balance sheet, the cost of product materials on hand as of the balance sheet date appears as
a current asset. Companies may include raw materials in a single inventory line item on the
balance sheet that also includes the cost of work-in-process and the finished goods inventory.
3.18 Importance of Choosing Right Materials
The process of choosing materials is a vital step in product design, as the reliability of the design
depends on the materials chosen. Minimizing costs and improving efficiency is easily achieved
through thorough material testing – ensuring that company choosing options with structural
integrity and quality. From design to manufacturing, choosing the right materials ensures the
highest possible standard for the finished product. This is a consideration that should be taken

38
into account throughout the entire process, from the initial planning stages to the delivery of a
final product. The mechanical properties of materials will relate to the design’s strength; the
material must possess the appropriate strength and stiffness to allow for proper use in
engineering industries. Wear of materials is another concern when designing – manufacturing
techniques may put pressure on a product, meaning further wear resistance is necessary. A
methodical process is required to select the highest quality materials; several factors including
chemical, thermal, mechanical, electrical, and environmental properties need to be considered
before a process of elimination is utilized to choose the best material. Depending on
manufacturing techniques, different materials will perform differently under certain conditions.
When choosing a material, it’s vital to determine its flexibility for design and manufacturing. By
knowing a material’s limitations, the design process is simplified and its restrictions taken into
account. Becoming a more environmentally conscious business involves the selection of
manufacturing materials. The right choice for the products will have high energy efficiency and
recyclability levels, allowing assuring clients that all practices adhere to legal obligations. By
willfully reforming business and its efficiency policies, company will be demonstrating
sustainability concerns.
Chapter 4

40
4.1 INTRODUCTION
Research methodology is one of the most important part of a research where research purpose,
design, the source of data, sampling, sample size, variable etc. are clearly formulated and
described, as it is, this research study also contains these criteria.
4.2 Research Purpose
There are three ways to classify the research purpose to justify the objectives of every research.
The widely used research purposes are:
• Exploratory research
• Descriptive research
• Explanatory research
• Exploratory Research
Exploratory research means a research undertaken to explore a subject or an issue or a topic, as
its name suggests. The objective of exploratory research is to raise and collect primary
information that will help to define problems and recommend hypotheses (Kotler & Armstrong,
2006).
• Descriptive Research
Descriptive research is also called statistical research. The objective of descriptive research is to
answer more clearly defined research questions which aim to identify, describe and compose
different characteristics of different aspects and situations (DeFranzo, 2014).

41
• Explanatory Research
The explanatory research is needed if the objective of a research is to determine what variable
(cause) is causing a certain action (effect). The objective of explanatory research, which is also
called casual research, is to test hypotheses about cause-and-effect relationships (DeFranzo,
2014).
In this research, descriptive research is undertaken as it aims to identify, describe and compose
the characteristics of the variables.
4.3 Research Design
For having a better understanding, it is important to design the research in a constructive way. A
research design is a systematic method by which a researcher conducts a study to have an overall
synchronization with the objectives (Yousaf, n.d.). Three types of research design are described
below:
• Qualitative
• Quantitative
• Triangulation
• Qualitative
Qualitative research is a form of social science research that gathers and works with non-
numerical data. It is generally exploratory in nature which is used for exploring the meaning and
understanding of complex social environments, like the nature of people’s experience
(Crossman, 2018).

42
• Quantitative
A quantitative research design is used to study the relationship between variables by using
numerical data or computational technique and statistics to explain and analyze its findings
(Yousaf, n.d.). This research design is generally used to quantify attitudes, opinions, behaviors,
and other definite variables where it generalizes results from a larger sample size. It also uses
measurable data to formulate facts and uncover patterns in research (DeFranzo, 2011).
• Triangulation
The term triangulation refers to the exercise of using more than one method to collect data or
multiple approaches for analyzing the data to enhance the validity of a research study (Salkind,
2010). Triangulation is often used by the researchers where it combines both quantitative and
qualitative data.
In this study, Quantitative research is used for analyzing as it involves statistical tools.
4.4 Research Data
There are two types of research data largely used by the researchers. Those are:
• Primary Data
• Secondary Data
• Primary Data
It is an original data source where the data are collected firsthand by the researcher for a specific
research study or project. Collection of primary data is moderately expensive and time
consuming (Hastings, 2010).

43
Primary data collection procedure includes:
• Questionnaire Survey
• Observation
• In Depth interview
• Secondary Data
Secondary data is research data that has previously been gathered and can be accessed by
researchers for their current research study (Rouse, 2017). It saves time and it is inexpensive but
it may become outdated.
Primary Data used in this study for conducting the research.
4.5 Sources of Data
The main part of this report has been prepared on the basis of primary data through interview.
The interview has been conducted by structured questionnaire survey. All the questions are
designed to know the satisfaction level of architects regarding the product quality, materials
quality, website elements and packaging quality of Elite Paint.
4.6 Sampling
Sampling is a method of selecting a few numbers from the entire population to represent the
entire population, as the population under consideration is often large, researchers take few
numbers out of it to signify the total population. The main intention of taking samples is to
diminish the cost, time and the vast work force which would be otherwise needed if one decides
to analyze the entire population (Chatterjee, 2016).

44
4.7 Sampling Technique
There are two major types of sampling i.e. probability and non-probability sampling. To gather
primary information through questionnaire, the sampling method is non-probability judgmental
sampling method.
4.8 Sample Size
The sample size of the study is 60 where everyone is a regular architect.
4.9 Measurement of the Variables
This study covers four independent variables and one dependent variable. Independent variables
are product quality, materials quality, website elements and packaging quality. The one and only
dependent variable is customer satisfaction.
4.10 Statistical Tool
To evaluate the data of the research, SPSS 25 is used as a statistical tool where regression
analysis is applied. Regression analysis constitutes a significant part of a statistical analysis to
explore and estimate the relationship between variables (Sukhadeve, 2016).

45
Chapter 5
FINDINGS AND ANALYSIS

46
5.1 INTRODUCTION
This chapter will describe the analysis of data followed by a discussion of the research findings.
The findings relate to the research questions that guided the study. Data were analyzed to
identify the satisfaction of the architects regarding product quality, materials quality, website
elements and packaging quality of the organization. To analyze the data SPSS has been used to
do regression analysis. And also, how the data collected and also about the demographic profile
of respondent has been discussed on this chapter.
5.2 Data Screening
In order to conduct this study, the data was collected through the survey questionnaire. This
questionnaire was consisting of 29 questions which is divided into Seven parts which were
Demographic Part, Filtering Part, Product Quality, Packaging Quality, Materials Quality,
Website Elements and Satisfaction Factors. The data was collected through convenient sampling.
Some of them wer collected by face to face and some through online. The total number of
distributed questionnaire and number of questionnaire received are given below:
Table 1: Response Rate of the Questionnaire
The numbers of questionnaires distributed to the respondent through online and face to face were
60. From these 60 questionnaires the respondent returned all the questionnaire.
Response Frequency
No. of Questionnaire Distributed 60
No. of Questionnaire Received 60
No. of questionnaire Returned in Usable Condition 60
No. of Questionnaire Returned in Non-Usable Condition 0
Questionnaire not Returned 0
Response Rate 100%
Valid Response Rate 100%

47
Table 2: Missing Value Analysis of Demographic Characteristics
Gender Age Group Length of
Service
Profession
N Valid 60 60 60 60
Missing 0 0 0 0
Table3: Missing Value Analysis of Study Variables
Product
Quality
Packaging
Quality
Materials
Quality
Website
Elements
Satisfaction
Factors
N Valid 60 60 60 60 60
Missing 0 0 0 0 0
There was no missing value in these 60 respondent’s questionnaire. This was checked through
frequency analysis by SPSS and the missing value was nil.
5.3 Demographic Profile
The first part of questionnaire was demographic part which was consists of four questions such as:
• Gender
• Age Group
• Length of Services
• Profession
Table 4: Gender
Frequency Percent Valid Percent Cumulative
Percent
Valid
Male 50 83.0 83.0 83.0
Female 10 17.0 17.0 100.0
Total 60 100.0 100.0

48
These sections will briefly present the basic characteristics of the sample. The table
shows the gender distribution of the sample of 60 respondents. Results show that 83% of
the respondents are male while females accounts for 17%. This shows that most of the
architects are male.
Table 5: Age Group
Percent
Valid
21-30
Years
22 36.0 36.0 36.0
31-40
Years
33 55.0 55.0 91.0
41-50
Years
3 5.0 5.0 96.0
51-60
Years
1 2.0 2.0 98.0
Above
60 Years
1 2.0 2.0 100.0
Total 60 100.0 100.0
Further analysis shows that the most of the respondents belong to the age bracket of 31-40 years,
which consists of 55% of the respondents. Second highest age bracket of the respondents is 21-
30 years which accounts for 36% of the respondents. This further reveals that most of the
respondents in this research are experienced people. The least number of respondents is in age
bracket of 60 or above and also 51-60 years, which is only 2%. The table shows that 5% of the
respondents are 41-50 years.

49
Table 6: Length of Service
Percent
Valid
Less than 5
years
16 27.0 27.0 27.0
5-10 years 30 50.0 50.0 77.0
10-15 years 7 11.0 11.0 88.0
15-20 years 4 7.00 7.00 95.0
Above 20
years
3 5.00 5.00 100.0
Total 60 100 100
The chart of year of work experience reveals that most of the respondents are building up work
experience, which is 5-10 years and consists of 50 % of the respondents. These figures further
indicate that these people are skilled and highly educated. Therefore their testimonials regarding
satisfaction level are important and beneficial for the organization, if it wants to stay competitive
and profitable. If they are satisfied regarding the product quality, their work will be for the
betterment of the company and they will keep their loyalty.
Table 7: Profession
Percent
Valid
Business 22 36.0 36.0 36.0
Employed 37 62.0 62.0 98.0
Others 1 2.0 2.0 100.0
Total 60 100.0 100.0

50
Maximum numbers of architects are working as a employees which is 37% of the respondents.
Second highest architects are represented as businessperson and have their own architect firm.
Only 1% of my sample size are others which is neither business nor employed.
5.4 Reliability Test
Hair et al., (1998), Liouville and Bayad (1998), and Sureshchandar Rajendran and
Anantharaman, (2002) opined that if the Cronbach alpha is less than 0.60, it is considered poor,
while it is acceptable 0.70; whereas, for Cronbach alpha is over 0.80 is considered to be more
reliable.
Table 8: Reliability Statistics
In agreement with Nunnaly, (1978), the value of Cronbach’s alpha should be 0.70 or above. In
this study, the value of Cronbach’s alpha is is 0.809 which is considered to be more reliable as
the value is more 0.80. Thus, it can be concluded that the measures used in this study are valid
and highly reliable.
Table 8 shows that the variables that have been used in the current study were reliable with the
coefficients ranging from0.80<Above. In this study, the value of Cronbach’ alpha is 0.809 which
Sl. No. Constructs No. of Items Cronbach's Alpha
1 Product quality 5 0.863
2 Packaging quality 5 0.805
3 Material quality 4 0.785
4 Web elements 4 0.758
5 Customer satisfaction 4 0.832
AverageCronbach's Alpha 0.809

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is greater than the more reliable value 0.8. Thus it can be concluded that the measures used in
this study are valid and highly more reliable.
5.5 Descriptive Statistics Analysis
Table 9 has shown that the statistical description of quality where it has found that Web elements
(with the highest mean scores, i.e. M= 3.8833, SD= .69780) to be the most dominating factor.
Product Quality (M= 3.6925, SD= .70149) and Materials Quality (M= 3.6375, SD= .67844)
which were rated as moderate factors, Packaging Quality (M= 3.6175, SD= 63341) with the
lowest mean score was perceived on the overall as least dimension of the quality of EPCIL. The
standard deviation was really high. That means the effects of product quality, materials quality,
packaging quality and web elements on architect satisfaction are an approximation to a higher
distribution.
Table 9: Descriptive Statistics
Mean Std. Deviation N
Productquality 3.6925 .70149 60
Packagingquality 3.6175 .63341 60
Materialquality 3.6375 .67844 60
Webelements 3.8833 .69780 60
Customer Satisfaction 3.7650 .72968 60

52
5.6 Test of Hypothesis
The SPSS output of the study hypothesis are given below:
From table 10, it has been seen that R value is 0.814. Therefore, r value (.814) for the overall
product quality, materials quality, packaging quality and web elements suggested that there is a
very strong effect of these four independent variables on customer satisfaction. From table 10 it
can also have observed that the coefficient of determination i.e. the R-square value is .663, which
representing that 66.3% variation of the dependent variable (Average Customer Satisfaction) is
due to independent variable (product quality, packaging quality, materials quality and web
elements),which in fact, is a very strong explanatory power of regression.
Table 10: Model Summary
Model R R
Square
Adjusted
R Square
Std. Error
of the
Estimate
Change Statistics
R Square
Change
F Change df1 df2 Sig. F
Change
1 .814a
.663 .645 .43486 .663 36.857 4 75 .000
a. Predictors: (Constant), Productquality, Packagingquality, Materialquality, Webelements

53
5.7 ANOVA Test
Analysis of Variance (ANOVA) is a statistical method used to test differences two or more
means.
Table 11: ANOVAa
Model Sum of Squares Df Mean Square F Sig.
1
Regression 27.879 4 6.970 36.857 .000b
Residual 14.183 75 .189
Total 42.062 79
a. Dependent Variable: customer satisfaction
b. Predictors: (Constant), Productquality, Packagingquality, Materialquality, Webelements
From the table 11, it is identified that the value of F-stat is 36.857 and is significant as the level
of significance is less than 5% (p<0.05). This indicates that the overall model was reasonable fit
and there was a statistically significant association between quality and customer satisfaction.
Additionally, this also indicated that the null hypothesis is rejected and alternative hypothesis is
accepted. Hence it can be concluded that Product Quality, Packaging Quality, Materials Quality
and Web Elements have significant impact on Architects Satisfaction of Bangladeshi Paint
Industries.

54
5.8 Coefficient Analysis
Table12: Coefficientsa
Model Unstandardized
Coefficients
Standardized
Coefficients
t Sig. Collinearity Statistics
B Std. Error Beta Tolerance VIF
1
(Constant) -.121 .345 -.351 .726
Productquality .232 .111 .223 2.097 .039 .396 2.528
Packagingquality .322 .125 .280 2.580 .012 .382 2.615
Materialquality .331 .118 .308 2.805 .006 .374 2.675
Webelements .170 .079 .162 2.134 .036 .778 1.285
a. Dependent Variable: customer satisfaction
In the table 12: un-standardized coefficients indicated how much the dependent variable varies
with an independent variable, when all other independent variables are held constant. The beta
coefficients indicated that how and to what extent Product Quality, Packaging Quality, Materials
Quality and Web Elements influence the Satisfaction of Customers (Architects). It has been
found that, Materials Quality (beta. .308, t=2.805), p<0.001) and Packaging Quality (beta=.280,
t=2.580, p<0.001) have the highest importance on Architect Satisfaction, whereas, Product
Quality(beta=.223, t=2.097,p<0.001) and Web Elements(beta=.162, t=2.134, p<0.001)have
relatively lower impact on the satisfaction level of the Architects. From the table 12, significance
level indicated that the level of sig of independent variable such as Product Quality=.039,
Packaging Quality=.012, Materials Quality=.006 and Web Elements=.036. It is indicated that all
these four independent variables are accepted as the level of significant is less than (p<0.05). On
the other hand, multi co linearity is the inter-correlation of the independent variables. Thus,
multi co-linearity has been checked to verify whether the degree of multi co-linearity between

55
IV’s is high. If the correlation coefficient is at0.90 and above, multi co-linearity problem
exists(Hair et al. 2010). Besides, Hair et al. (2010) suggested that tolerance value of 0.10 or
below and variance inflation factor (VIF) value of 10 or above show a high multi co-linearity. In
the table 12 it showed that tolerance value of all IV’s (Product Quality, Packaging Quality and
Materials Quality and Web Elements)> .10 and the variance inflation factors (VIF) value is
lower than 10, which indicates that the degree of multi co-linearity between IV’s is not high.
5.9 Conclusion
In this chapter, data analysis methods, study results and a discussion of the findings have been
presented. Data findings were described as reliability, descriptive, correlations and coefficients to
the study variables and presented as tabulations. The performance was measured by using the
Quality as an independent variable. For this, regression analysis was done. And in this analysis it
was found that independent variables have strongly positive relationship with the dependent
variable. It was also found that the level of sig. in coefficient analysis indicate that all the four
independent variables are accepted. Also overall the hypothesis is accepted. From these findings
it can be concluded that the research objective has been achieved.
.

56
Chapter 6
RECOMMENDATIONS FOR THE
ORGANIZATION

57
5. RECOMMENDATIONS FOR THE ORGANIATION
After analyzing the data and the information from the survey on Architects, some
recommendations are given below:
5.1 Recommendation for Packaging Quality
• Packaging quality of Elite Paint needs to be upgraded.
• Pre cautious steps should be given properly so that it will be easier and safer for the
consumer to use.
• Needs to ensure the recycling process of the packaging wastes.
5.2 Recommendation for Materials Quality
• Needs to upgrade the sustainability of the materials of Elite Paint products.
• Needs to ensure that the materials of Elite Paint products are environment friendly.
• As the environment of Bangladesh is tropical so it is important to make sure that
materials of Elite Paint products protect surfaces from tropical environment.
5.3 Recommendation for Web Elements
• Case Studies and Testimonials regarding product from prominent architects can be
included on website
• Video Contents can be added.

59
7.1 Conclusion
This study attempted to figure out the Satisfaction level of the Architects by the Quality factors
such as Product Quality, Packaging Quality, Materials Quality and Web Elements of Elite Paint
using regression model. Quantitative research design is used to conduct the study and this
research took feedbacks of 60 architects to identify and analysis their satisfaction level regarding
Product Quality, Packaging Quality, Materials Quality and Web Elements of Elite Paint.
From the findings, considering the significance level of the independent variables, it was found
that all the independent variables have significant impact on Customer (Architect) Satisfaction of
Elite Paint.
Therefore, the result of the study came to the conclusion that Customer (Architect) Satisfaction
can be identified, measured and explained by Product Quality, Packaging Quality, Materials
Quality and Web Elements.
Customer satisfaction is rapidly changing factor and can never be bound in a certain boundary.
Also it needs continues development. For business people if they adapt new strategies to ensure
their customer satisfaction they will able to satisfy more customers. From this project, managing
a continuous relationship with the Architects and getting their feedback is one of the key
elements of building a satisfied customer base. Now days, there are many local and international
renowned paint brands in our country. Elite Paint should be very careful and innovative retaining
their old customer base as well attract new one. Customers should be well communicated with
the organization.

60
7.1 STUDY LIMITATIONS
Internship needs long period of visits to work field’s money, patience and inspiration. But,
obviously in our country, for the lack of those elements doing internship becomes difficult and as
a result, our knowledge yet remains much limited within the framework of the theoretical
knowledge and it needs further practice for right application to the real field of work.
One may face some problems during collecting data. The main problems of data collection are as
follows:
• Small sample size 60 was problem in this study.
• Sample area was only Chittagong which was another obstacle.
7.2 DIRECTION FOR FURTHER RESEARCH
There are some gap and opportunities which are need to take in consideration for further research
studies as below:
• Gathering more sample size could bring a better result for upcoming researchers.
• The overall scenario of overall Customer Satisfaction can be considered for further
research.
• For further research, more Quality factors can be taken as in independent variables.
• There are a lot of factors affect Customer (Architect) Satisfaction rather than Quality
factors and Web Elements. Those factors can be considered as independent variables for
future research.

61
REFERENCES
• Churchill, Gilbert. A. JR. and Surprenant, Carol. (1982). An Investigation into the
Determinants of Customer Satisfaction. JMR, Journal of Marketing Research,(pre-1986),
491.
• Singh, Harkiranpal (2006). The Importance of Customer Satisfaction in Relation to
Customer Loyalty and Retention. Retrieved March 15, 2019, from
https://pdfs.semanticscholar.org/9fed/04826e436e3ddc1cdc838c9e7b803c51a620.
• Raheem, A. R., Vishnu, P. and Ahmed, A. M. (2014). Impact of Product Packaging on
Consumer’s Buying Behavior. European Journals of Scientific Research, 122(2), 125-
134.
• Vaiciukynaite, E. and Gatautis, R. (2013). Website Atmosphere: Toward Revisited
Taxonomy of Website Elements. Retrieved March 17, 2019, from
http://dx.doi.org/10.5755/j01.em.18.3.5285.
• Crossman, A. (2018, October 5). An Overview of Qualitative Research Methods.
Retrieved March 25, 2019, from https://www.thoughtco.com/qualitative-research-
methods-3026555.

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• DeFranzo, E.S. (2011, September 16). What’s the difference between qualitative and
quantitative research? Retrieved March 25, 2019, from
https://www.snapsurveys.com/blog/qualitative-vs-quantitative-research.
• DeFranzo, E.S. (2014, October 29). Benefit From 3 Types of Survey Research. Retrieved
March 26, 2019, from https://www.snapsurveys.com/blog/benefit-3-types-survey-
research.
• Kavadia, N. (2013). Coefficient Alpha. Europe's Journal of Psychology. 9(4), 687–696.
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Jersey.
• Salkind, N. J. (Ed.) (2010). Encyclopedia of research design Thousand Oaks, CA: SAGE
Publications, Inc. doi: 10.4135/9781412961288.
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design (pp. 1538-1540). Thousand Oaks, CA: SAGE Publications, Inc. doi:
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• Yousaf, M. (n.d). Research Design–Types of Research Design. Retrieved March 27,
2019, from https://scholarshipfellow.com/research-design-types-research-design.

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