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Consumer Behaviour - Asian Paints
This document discusses social and personal factors that influence consumer behavior towards Asian Paints products. It provides an overview of Asian Paints as India's largest paint company operating in 16 countries. It then describes the company's product categories and brands. The document focuses on how personal factors like personality, lifestyle, occupation, economic condition and age impact paint choices. It also examines social factors such as reference groups, family roles and status, and aspirations that shape consumer behavior. Brand positioning campaigns highlighting these factors are outlined. The summary concludes with appreciation for the information provided.
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Consumer Behaviour - Asian Paints
- 1. Social and personalfactors of consumer behavior influenced by Asian Paints Anuj Poddar A042 Kshitij Vig A065 Mihir Kanulkar A025 Purvi Sekhani A054 Shweta Sanap A050 Tarun Rajneesh A046 Painted By -
- 2. Founded in 1942 India’slargest and Asia’s third largest paint company Annual Profit INR 1,803.10 Cr in 2016-17 Operates in 16 countries and has 24 manufacturing facilities Subsidiaries – Berger International Limited, Apco Coatings, SCIB Paints, Kadisco and Taubmans ASIAN PAINTS - A BRIEF OVERVIEW
- 3. Decorative Paints Interior wallpaints(Apcolite, Tractor, Royale) Exterior wall paints(Ace, Apex, Apex Ultima) Wood Surface paints(Woodtech, Aquadur) Metal Surface paints(Utsav, Premium Semi-Gloss Enamel) Industrial Coatings Protective Coatings Floor Coatings Road Markings Ancillaries Wall Primer Acrylic Wall Putty Wood Primer Products and Brands
- 4. Brand Positioning Birth ofMascot “Gattu” Sirf Dikhta Mehenga hai Money well Spend Kam kharcha, saalo saal charcha Badiya Hai! Mere Wala Pink Wah! Sunil Babu. Har Khushi me Rang laye Har ghar kuch kehta hai
- 5.
- 6. Occupation and EconomicCondition Asian Paints offer variety of range of products to cater to different segment of society. Kam Kharcha, Saalo Saal Charcha Luxury Premium Value for Money AP Royale Royale Bathroom Apcolite Premium Tractor Emulsion
- 7. Lifestyle EzyHome Solutions: Infast-paced lifestyle of today, Asian paints is offering ontime painting.
- 8. Personality Brands also havepersonalities and Consumers are likely to choose brands whose personalities match their own.
- 9. AGE Asian Paints offersGlow in the dark paints for the kids and sober colours for adults
- 10. Social Factor Reference Group Family Roleand Status Aspiration
- 11. Reference Group Asian paintsleveraged friends as reference group on social media during Holi where people can paint their friend’s wall.
- 12. Aspirational Groups This campaignshowcased beautiful celebrity homes while the celebs narrated their experiences in building them
- 13. Family This Campaign showshow the likes and dislikes of immediate family (in this case his wife) influence decision making. “Har Ghar kuch kehta hai”
- 14. Role And Status AsianPaints Ace and Apex: Wah! Sunil Babu. It depicts that the house is an important asset in the life of Indian consumer and how it affects their status in society.
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