A perfect marketing project for MBA students
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Acknowledgment My summer training with Asian paints Limited is a lifetime experience that I will cherish throughout my career. This project has provided me a great
opportunity to experience the work culture and work process of
Asian paints project sales division. This project can never be prepared by the singular efforts but I also demand the help and guardians of some conversant person who under pin actively or passively in the completion of a successful project. I wish to express my sincere gratitude to Mr. Arvind Iyer (Regional Manager, NEWB) for giving me the opportunity to do my summer training at his highly esteemed Organization. I am also grateful to Mr. Ajay Sharma (Area Sales Executive) for his valuable guidance, advice,
rendered to me at every stage. I am also thankful to Project Sales Officer of Asian paints respected Mr. Chandan Sribastab, Mr. Niladri Mukherjee, Mr. Rajat Gan Chowdhury, Mr. Indrajit Ghosh, Mr. Niraj Sinha and Mr. Dhiman Thakur for giving me information and guidance during my training period. I would like to thank to Prof. Sudipto Mitra (campus head) and faculty member Prof. Mahua Banerjee who were always there for my help whenever needed. I am also thankful to all others who helped me directly or indirectly towards the completion of my project work.
SUVADEEP BAGCHI MBA (Marketing) INTERNATIONA L BUSINESS SCHOOL, KOLKATA
Table of Contents Component
List of figures
List of Tables
What is Paint
Concept of builders
List of figure
Description of figure
Different surface of paint
Factors of good paint
A Pie chart to described decorative paint market segment in India
A Pie chart to described Industrial paint market segment in India
A Pie chart to described whole Indian market segmentation
A chart showing different types of builders
A chart showing types of project according to their condition
The graph showing comparative time scheduling of numbers of days planed & actual work
A chart showing the components of hypothesis
SCREE PLOT showing the Eigen values according to the Components
Result of all test all at a glance
A Pie chart to described Builder satisfaction in product coverage
Bar graph to described different types of builders satisfaction in product coverage
A Pie chart to described Builder satisfaction in product longevity
Bar graph to described different types of builders satisfaction in product longevity
A Pie chart to described Builder satisfaction in product quality
Bar graph to described different types of builders satisfaction in product quality
A Pie chart to described Builder satisfaction in value for money of APL product
Bar graph to described different types of builders satisfaction in value for money of APL product
A Pie chart to described Builder satisfaction in product range of APL
Bar graph to described different types of builders satisfaction in product range of APL product
A Pie chart to described Builder satisfaction in pre-selling service of APL
List of tables Table
Description of table
Comparative time scheduling of numbers of days planed &
actual work b.
Sample size details
Weight age assumption of Likert scale
Result of Z-test
Result of Reliability Analysis
Result of KMO & Bartlette’s Test for Sphericity
Total variance explained
Result of Rotated Component Matrix
Component extraction from Rotated Component Matrix
Percentage of responded builders in coverage of APL product
Percentage of responded builders in longevity of APL products
Percentage of responded builders in Quality of APL product
Percentage of responded builders in value for money of APL
Percentage of responded builders in products range of APL
Percentage of responded builders in pre-selling services of APL p.
Percentage of responded builders in the post-selling services of
Percentage of responded builders in Knowledge about texture finish
Executive Summary 1. Introduction: Customer Satisfaction is the buzzword used by the business people for the success of organization in the present days. Due to the increases of heavy competition in every product –line it become difficult for the companies to retain the customers for longer time. So retain the customer for longer time the marketer has to do only one thing i.e. customer satisfaction .If customer is fully satisfied by the product it not only rub the organization successfully but also fetch many benefits for the company. This research is a hypothesized study which was conducted to measure the Builders satisfaction level towards the project sales division of Asian paints. This research was conducted in Kolkata. This project was done during the period of 15 May 2010 to 15 July 2010. 2. Aim and objectives: Aim of this project is to find out satisfaction level of builders towards the APL Company and also categories the builders according to company’s level plan. 3. Methodology: To meet the research objectives, following activities have been performed. 1. An extensive search of relevant literature from news articles, internet, books. This step guided the development of the methods and instruments for collecting data.
2. Designing the questionnaire. 3. Survey has been carried out by face to face interviews with the questionnaire. 4. The Survey was included both by quantitative, forced-choice or close ended questions, qualitative and open-ended questions. Analysis was done on the basis of the information gathered at the time of interview. 4. Finding and recommendation:It seems self evident that companies should try to satisfy their Builders. Satisfied builders usually return and buy more; they convey other builders about their experiences and make them loyal towards the company. The different strategies have to be followed by Asian paints, consists of Customer relationship management, strategy to provide better facility and strategy to provide better after sales service to builders. CRM as a tool was used to create positive word-of-mouth, to monitor customer experiences and generate referrals. A series of CRM activities were implemented with regular direct communication, customer satisfaction surveys, events, festive offers, rewards program, etc.
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Company profile 1. Introduction:Asian Paints is India's largest paint company and ranked among the top ten Decorative coatings companies in the world with a turnover of INR 66.80 billion. Asian Paints along with its subsidiaries have operations in 17 countries across the world with 23 paint manufacturing facilities, servicing consumers in 65 countries through Berger International, SCIB Paints – Egypt, Asian Paints, Apco Coatings and Taubmans. 2. Vision:Asian Paints aims to become one of the top five Decorative coatings companies world-wide by leveraging its expertise in the higher growth emerging markets. Simultaneously, the company intends to build long term value in the Industrial coatings business through alliances with established global partners. 3. History:Today:Asian Paints becomes the 10th largest decorative paint company in the world
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Asian Paints is more than twice the size of its nearest competitor It is one of the most admired companies in India Present in 22 countries with 27 manufacturing locations, over 2500 SKU's, Integrated SAP - ERP & i2 - SCM solution Rated Best Employer by BT-Hewitt survey, 2000 Bluest of the blue chips by Hindu Business Line; Most admired company to work for by ET-BT survey, 2000 On the recommendations of Booz, Allen and Hamilton, Asian Paints restructured itself into Growth, Decorative and International business units and adopted SCM and ERP technology Asian Paints aims to become the 5th largest decorative paint company in the world. 1967 Asian Paints emerges as India's leading paint company ahead of any international competition. 1957 - 66 The family-owned company makes the transition to a professionally managed organisation. British company Balmer Lawrie rejects the products of a giant British paint company in favour of Asian Paints. Asian Paints embarks on an ambitious grassroots marketing campaign, partnering with thousands of dealers in small towns all over India. 1954 Asian Paints mascot, Gattu, the mischievous kid, is born. 1945 Asian Paints touches a turnover of Rs. 3, 50,000, with an innovative marketing strategy "to reach consumers in the remotest corners of the country with small packs." 1st February, 1942
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Armed with little knowledge and great determination, Champaklal H. Choksey, Chimanlal N. Choksi, Suryakant C. Dani and Arvind R. Vakil get together to manufacture paint in a garage on Foras Road, Bombay. They name their company 'The Asian Oil & Paint Company', a name that they picked randomly from a telephone directory.
1. Human Resources Asian Paints believes that people are its strongest assets, for a company can go only as high as its people aim. It is people who innovate and invent, and who engineer the efficiencies that make a business succeed. It is they who drive growth and lead to greater heights. At Asian Paints, our human resources systems are designed to create a focused, performance oriented and agile company. Talent pools of over 4700 employees employed across 23 countries bring in a unique blend of mindsets and skills. An open and interactive work culture brings out the best in our people. A sense of ownership and freedom to experiment at their workplace brings out creativity and innovation in every individual. Excellent training is provided to develop leaders and re-strengthen competencies from within the organization. Besides encouraging achievers from within the organization, we absorb the best talent from some of the best management and technology institutes in the country. We hire people who are best suited to the job and whose personal goals are in alignment with our corporate purpose. Thus, the task is cut out for every
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individual within the framework of result-orientation, market insight, customer perspective, trust, respect and problem solving. The commitment of our people and their sense of discipline and ownership continue to drive growth for our company.
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Objectives “Knowledge must not be confined to ivory towers; but step out and find practical applications”
1. Primary Objective: Mapping of Builders
Find out new builders group name, Key
person of that builder group( contact number& office address), Ongoing projects name and location, total painting area (External & Internal) , number of project already done and average per year to distinguish the Builders according to its capacity and also distinguish the project according to project situation (Hot ,Warm & Cold). Satisfaction of Builders for Asian paints project sales division: - Identify the builder’s satisfaction level towards Asian paints product quality, coverage, longevity, pricing, pre & post selling service.
2. Secondary Objective: Identify the following:Kind of services expected by builders from a paint company.
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Strengths/Weakness of Asian paints Company. Type of services provided better by the competitor. Nearest competitor of Asian paints in builder section.
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What is paint? Definition:Paint is a pigmented material which when applied to a surface forms a solid opaque coating under normal conditions of atmospheric temperature or elevated temperature. Paint is a solid / fluid material which when spread over a surface in the form of a thin layer will form a solid, adherent, cohesive dry film in transparent / opaque form. Paint is a coating which makes a film over the surface and protects the surface from internal and external environment and decorates the surface.
Purpose of painting:To protect the surface. To decorate the surface. To hide the surface. Aesthetics & Identity
Components of paints:Pigment Binder Solvent Additives
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The important features required for each of these components will be discussed below.
Pigments: By pigments we mean the insoluble solid substances, supplied in fine particles sizes which give the dried paint film its desired color, hiding and other optical properties and also to confer increased hardness, durability and protective properties. Pigments have also been found to affect the consistency and the application properties of the paints consistency and the application properties of the paints considerably. Vehicle: Vehicle, which is also called Binder or medium for paints, is the firm forming material; which binds the pigments and keeps them in suspension in a film. These clear media are of considerable importance, since they control to a great extent many of the fundamental properties of the coating. To ease and manner of application; speed of dying under various conditions and properties like protection against corrosion and resistance to different chemicals are all largely dependent on the other type of medium used. Vehicle can be broadly classified into two- non synthetic type and synthetic type. Non-synthetic medium for paints may be either a processed or unprocessed drying type vegetable oil or a varnished medium made by cooking vegetable oil with naturally occurring resin. Synthetic resins are made by the interaction of different chemicals and sometimes these are modified by naturally occurring materials like vegetable oils or rosin (naturally occurring resin). The synthetic resins are tailor made materials and are designed to suit the requirements desired. Often more than one synthetic medium are in use of synthetic enamel to meet different performance requirements desired in the product.
Solvent: It might be assumed that because the solvents of paint are ultimately lost evaporation, their importance is small relative to that of the other ingredients. In practice, considerable knowledge
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of the properties of the volatile ingredients of paints is essential in order to formulate the wide variety of finishes. For convenience of study the solvents may be classified into several classes and this classification may be done in a number of ways. One type of classification may be done on the basis of “solvent power “. The solvent power as a solvent for a solute is its ability to dissolve the solute. A solvent has maximum solvent power when it dissolves a solute as completely as possible, over a wide range of concentration. As per this classification lacquer thinners are mixtures of “true solvents” “latent solvent” and “diluents”. A latent solvent is defined as a volatile ingredient added to a lacquer which, although it is not solvent for the principle film forming polymer and is added for the purpose of reducing the cost or increasing the solvent power of the solvent mixture.
Additives: - Besides the three main categories of ingredients, paint can have a wide variety of miscellaneous additives, which are usually added in very small amounts(1 - 4 gm in 100 gm of paint) and yet give a very significant effect on the product. Some examples include additives to modify surface tension, improve flow properties, improve the finished appearance, increase wet edge, improve pigment stability, impart antifreeze properties, control foaming, control skinning, etc. Other types of additives include catalysts, thickeners, stabilizers, emulsifiers, texturizers, adhesion promoters, UV stabilizers, flatteners (de-glossing agents), biocides to fight bacterial growth, and the like.They are available in all stages of paint making Processing : Wetting, Dispersing agents Application : Thixotropic Additives (for making thick structure prevents sagging) Storage : Anti- skinning agents Performance : Biocides
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Factors of good Paint
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The Indian paint industry The market size of the Indian paints sector has been pegged at Rs 170 billion in value terms and is very fragmented. While in value terms, the industry grew by 17% to 18% in FY09, in volume terms, the growth stood at 9% year over year, the lowest in the last five year. The per capita consumption of paints in India stands at 0.5 kg per annum as compared to 1.6 kg in China & 22 Kg in developed economies. India’s share in the world paint market is just 0.6%. The unorganized sector controls around 35% of paint market, with the organized sector accounting for the balance. In the unorganized segment, there are about 2000 units having small and medium sized paints manufacturing plants.
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The unorganized sector has historically been dominant due to the high excise structure. Over the last five years, the excise rates have come down drastically from 40% to 18% resulting in erosion of the unorganized sector’s share. The paint industry is characterized by low fixed assets intensity but high working capital intensity. The main investments are in brand building and distribution infrastructure. New trends are emerging in technology and marketing. Introduction of Tinting Machine at the dealer / retailer level will bring down working capital costs. Also new technology is being used for increasing the utility and lifespan of paints. Indian industry will have to keep pace with global technological changes to maintain their competitiveness. Already a few alliances have been entered into and the number is likely to increase in the future. The outlook for the industry is positive especially given the good prospect for automotive and white goods industry. Moreover, housing is expected to grow rapidly on the back of rising incomes and government incentives. The supply situation remains a cause for concern and will keep prices under check. The key to success will be innovative marketing.
The Paint Market The utility of paints have evolved from a decorative use to surface protection also known as surface coatings, paints can be classified on the basis of end use, solvent system and solid content.
End use classification:- paints can be classified as Decorative/architectural paint Industrial paints and automotive coating. Decorative Paints: Decorative paints account covers almost 70% of the overall paint market in India. In this segment Asian paint has been
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a leader for almost four decades. Decorative paints include wall finishes, for interior & exterior uses, examples, wood finishes & ancillary products such as primers, putties, etc. Industrial Coatings: An industrial coating is paint or coating defined by its protective, rather than its aesthetic properties, although it can provide both. The most common use of industrial coatings is for corrosion control of steel or concrete. The most common polymers used in industrial coatings are polyurethane, epoxy and moisture cure urethane. Industrial coatings have a moderate growth rate than decorative coating, led by the growth in automotive original equipment sector, powder coatings & protective coatings. Industrial coatings are classified into automotive & non-automotive coatings. While Asian paints Industrial coating Ltd. (APICL) services the powder coating segment, Asian paints Ltd. caters to be remaining non-auto industrial coatings segments.
Solvent based classification: - This includes paints which use petro products or water as the main solvent. Water based paints are gaining popularity due to their environment friendliness.
Solid content: - Can be classified as liquid or solid (powder) paints. Powder coatings find application mainly in the white foods industry.
The paint market segmentation Decorative or architectural paints: - Decorative or architectural paints cover mainly the housing sector. Decorative or architectural paints can be differentiated into
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Premium segments: - (40%) Premium decorative paints are acrylic emulsions used mostly in the metropolitan cities. Medium segments: - (40%) The medium range consists of enamels, popular in smaller cities and towns. Distemper segments :- ( 20%) Distempers are economy products demanded in the suburban and rural markets.
NOTE: - Decorative paints sold in India covers 40% Premium segment, 40% Medium segment and 20% of all are Distempers segment and it is here that the unorganized sector has dominance. Key success factors in the decorative paints segment: Brand equity a wide range of shades distribution strength efficient working capital management
Industrial paints: - Industrial paints can be differentiated into: Automotive Paints - 50% High Performance Coating - 30% Powder Coating - 10% Coil Coating - 5% Marine Paints - 5%
NOTE:- Industrial paints sold in India covers 50% Automotive paints , 30% High performance coating paints ,10%Powder coating paints, 5%Coil coating paints , 5% Marine coating paints.
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Concept of builders 1. Definition:A builder is responsible for the construction of masonry structures. Their work can involve sheet rock, ceramic tile, painting, personnel deal with material estimates and labor projections.
2. Generally Builders are performing the following tasks: Examine and interpret client’s plan or arrange the drawing of plan to meet the building regulations. Submit tenders (offers to do jobs at a stated price), quote the prices for the project. Arrange submission of plans to local authorities for approval and arrange inspections of building work. Organize subcontractors to carry out all stages of building work and negotiate rates. Calculate quantities of material required for building projects and order these from building suppliers or advertise for tenders. Arrange delivery times of materials to coincide with various stages of the building process. Supervise the work of subcontractors to make sure buildings are of an acceptable standard and are proceeding according to time schedule.
3. How builders work:Builder visits the site to learn more about it, talks with the architect who designed the project about the plan and develops an estimate for the client. The estimate includes all types cost associated with the project. Laid out a document which reduced the costs so that people understand how the builder arrived at the estimate. Once the estimate is approved, the builder starts work. Builders are the coordinators of the construction site. With the architect's drawings in hand, they find people to perform all the work, including establishing foundations, framing, siding, roofing, and interior finishing such as plumbing, wiring, dry walling and painting . Builders also handle tasks like ordering supplies, controlling supply costs, managing waste, confirming that all of the contractors and
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employees are qualified for the work, and working with property inspectors to ensure that the structure meets the building code. Typically, builder has a large staff so that it can have several projects underway at once, and the staff includes people experienced in many different aspects of construction, from lawyers who handle construction issues to foremen with extensive experience in the field. The services offered by a builder can vary widely. Many choose to specialize in particular types of projects, such as Residential & Commercial Complexes, Office Buildings and Township, Shopping mall, Hospital, Institution, Clubs & resort, Hospitality sector etc. Builders often begin their job by helping to obtain building permits and by surveying land so that they know what to keep in mind while building on it, such as its drainage and natural vegetation. Once the builder establishes that the property is ready, building begins! Builders are on-sight during construction making sure that all of the aspects of the structure are built properly and according to plan.
4. Types of Builders:There many types of builders but for my project I am concern those builders who construct masonry structure. According to my project I differentiate the builders in basis of their working process and Asian paints Company segmented the builders on the basis of their capacity for betterment of their service. Figure VI
Fig: - showing types of builders
According to their working process Project builders: Project builders generally:Have a number of different houses being constructed at one time. Have a team of salespeople to negotiate the building deal. Offer the home buyer access to a design service. Offer house and land packages and possibly finance.
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Contract builders: Contract builders generally:Offer a more personalized service and custom-built houses. Remain personally involved with a project from start to finish. Offer a design service.
According to their Capacity Key account Mid rank builders Small Key Account:-Those builders come under the key account Have a number of different Projects constructed. Have a team of salespeople to negotiate the building deal. Construct huge size of building constantly. Construct Residential & Commercial Complexes, Office Buildings and Township, Shopping mall, Hospital, Institution, Clubs & resort, Hospitality sector etc. Example: - Orbit Group, Merlin group Mid rank builders:-Those builders come under the Mid rank builders Construct not more than three projects in year. Construct only Residential & Commercial Complexes. Remain personally involved with a project from start to finish. Example: - ADYA Group, Vinyak Builders.
Small:Offer a more personalized service and custom built houses. Construct not more than two projects in year and also not consistent. Construct residential flat. Usually known as promoter. Remain personally involved with a project from start to finish. Example: - Rakhee construction.
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According to the project condition:-According to project condition Builders project are segmented in three categories :• Ongoing • Under follow-up • Closed
Fig: - Different types of project according to their condition
Ongoing: - On going projects are those which are started but not ready for painting. It is segmented by three categories:Starting phase Under construction Fully completed
Under follow-up:- Ready for painting but yet not painted for final decision. It is also segmented by three categories for its time duration:Hot (0 – 60 days) Warm (60-120 days) Cold (120+ days) Closed: - Painting job fully completed
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Time Scheduling In this project I have some work plan and its execution. My project is of 60 days, i.e., 2 months.
Number of Days Planned
Number of days Actual work
My induction & company profile
Concept of Builders and their working
Visit market with PSO
Builders data collection from
Builders data collection from Garia
Builders data collection from
Tollygunge Builders data collection from
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Builders data collection from Barasat
Grouping the raw data
Analysis of the data
Final preparation of the project
Builders data collection from Paik para Builders data collection from Ballygunge Builders data collection from Hazra road
A graph of time scheduling Figure VIII
Fig: - The graph showing comparative time scheduling of numbers of days planed & actual work
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Research methodology Research Framework:The report has been prepared on the basis of information collected from different sources. In order to achieve the objective of the project proper research method was applied. After giving thorough brain storming
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session, objectives were selected and the set on the base of these objectives, a questionnaire was designed giving major emphasis by gathering new ideas or insight so as to determine and bind out solution to the problems.
Research Process:In this project I had to survey the various location of Kolkata. In my survey primarily I had to find out the ongoing project work, builders and project name of that project work, information about the builders and secondarily the presence of competitor and the other factors that would facilitate the company. For these objectives the research methodology that I followed: Defining the objective Scope and limitation of the study Develop the research plan Determine research design Identify data types and sources Research approaches Research Instruments Design data collection questionnaires Determine sample plan and size Contact methods Collect the data
Objectives of the study:To identify the loyalty of Builders towards Asian paints company.
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To identify the key factor of builders satisfaction. To measure the specific status for satisfaction and dissatisfaction of builders. A study on competitive paint market in builders section.
Scope of the study:Scope of the study mainly to know the current level of Builders satisfaction. Scope of the study mainly to know the loyalty of the Builders towards the company. To give suggestion regarding improvement of performance standard of the Company. To inform the management about current level. The data has been analyzed and presented in a simple and precise way on the basis of which pertinent recommendations have been made to the company to better the services, policies and strategies.
Limitations of the study:Time limit restricts detailed survey work for this particular topic of research. The survey is restricted to the builders who are involved in project work. Some Builders have lack of time, so they may not communicate properly. This research is geographically restricted to Kolkata only. Hence the result cannot be extrapolated to other places. The sample size is small due to the specified reasons. Findings are based on sample survey.
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Research plan:Time span – 12.05.2010 to 12.07.2010 Total 8 weeks working. Actual field working1. To identify the project work. 2. To meet Builders directly on the project site or in their office as their availability. 3. To meet promoters directly on the site. Introduction and gathered product knowledge – 5 days Data collection time – 5 weeks & 2 days. Analysis of the data -1 week. Final Preparation of project – 1 week.
Research design:- Marketing research can classify in one of three categories: Exploratory research Descriptive research Causal research These classifications are made according to the objective of the research. In some cases the research will fall into one of these categories, but in other cases different phases of the same research project will fall into different categories. Exploratory research: - has the goal of formulating problems more precisely, clarifying concepts, and gathering explanations, gaining insight, eliminating impractical ideas, and forming hypotheses.
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In my project I have used this research. This study is a mix of explorative and formal methodologies adopting monitoring and observing to study the Builders. Descriptive research: - is more rigid than exploratory research and seeks to describe users of a product, determine the proportion of the population that uses a product, or predict future demand for a product. Causal research: - seeks to find cause and affect relationships between variables. It accomplishes this goal through laboratory and field experiments.
Data types and sources: - For this project both primary and secondary data were the most valuable source of information. Secondary Data Before going through the time and expense of collecting primary data, one should check for secondary data that previously may have been collected for other purposes but that can be used in the immediate study. The secondary data was the most important source for my project to find out the builders. In my project the secondary data are collected from – List of builders addresses given from company. Internet. Newspaper. Magazines. Company web site. Secondary data has the advantage of saving time and reducing data gathering costs. The disadvantages are that the data may not fit the
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problem perfectly and that the accuracy may be more difficult to verify for secondary data than for primary data. Primary data Often, secondary data must be supplemented by primary data originated specifically for the study at hand. Primary data are data freshly gathered for a specific purpose. In my project the source of primary data is Questionnaire Method.
Research approaches: - From the two data source which I have mentioned above secondary data are the easiest way to gather and the cost of collecting this data is very low and easily available from the respective association. After collecting the secondary data or information from the secondary sources then I started collecting primary data from Builders to narrow down my research. There are basically five ways to collect data:Survey Research: - This method was the most appropriate way to collect data. The research approach is a widely used method for data collection and best suited for descriptive type of research survey includes research instrument like questionnaire which can be structured and unstructured. And I have used this method in my project to find out the builders satisfaction. Observational Research: - This method was not used by me in my project, because this survey has no use for me. Focus-group Research: - This method is also not used by me in my survey.
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Behavioral data:-This method was also not used by me in my survey.
Research instrument: - There is various way of research instrument of collecting primary data, the various methods areQuestionnaires. Psychological tools. Mechanical Devices. Qualitative Measures. From the above mentioned research instruments I had used only Questionnaires technique to find out the builders satisfaction towards Asian paints Company.
Questionnaire Design:-The questionnaire is an important tool for gathering primary data. Poorly constructed questions can result in large errors and invalidate the research data, so significant effort should be put into the questionnaire design. In this project I am formulated the questionnaire in the following manner:At the top of the survey questionnaire was formulated to take the project details and also builder’s details of that project. Questionnaire was formulated containing 29 closed ended and open ended questions. Out of 29 questions 4 open ended questions and 25 close ended questions. Out of 25 questions 2 Dichotomous Questions (The dichotomous question is generally a "yes/no" question), 7 Rank Order Scaling Questions and 16 Rating Scale Questions were there.
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Questions were segmented into 4 parts to find out the satisfaction of builders towards the company, product & services. The last part formulated to find out competitive analysis of the paint market. It is a total three pages questionnaire.
Sampling Plans: - After deciding the research approach and instruments, now I had to decide on the sampling plan which was one of the important task, because from the bunch of people I had to select only those people (Builders), whom I can target from now onward .There are three way of sorting the data :Sampling Unit: - who is to be surveyed? And now my task was to define the target population, which will be sampled from the number of people. In this project my target population was only various types of builders. For finding satisfaction level of the builders I survey three kind of builders – a) Key account (those builders comes under key account who already done huge size of project). b)
Mid rank builders (Done smaller project than key account).
c) Small or promoter. Sample Size: - large sample give more reliable result than small sample, so for this reason I had taken around 70 builders to find out the proper satisfaction level.
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Mid rank builders
Small or promoter
Sampling Area:- Sample collected from the different parts of Kolkata and suburb as follows – Sonarpur Garia Tollygunge Dumdum Paik para Ballygunge Hazra road Barasat
Contact methods: - After identified the exact location of a builder my task was how to contact them, and for me there only two ways of contacting them. Personal Interview: - this method was the most appropriate way of survey, because by personal interview with the help of questionnaire I came to know their feeling about the Asian paints Company.
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Telephone: - This method is also used by me because the Builders had no time for me and there was no other option to meet them.
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Data Analysis Sampling method: - The sampling method for this study is as far as possible Normally Distributed.
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The sampling is done kept in mind to achieve some realistic results. The Qualitative and Quantitative analysis samples were obtained by Probability Sampling Method (where every sample from the population of builders has equal chances of being selected). – Simple Random Sampling. (Samples were randomly selected from the population of builders). Scaling:-A scale is a mechanism by which individuals are distinguished as to how they differ from one another on the variables of interest of our study. I have considered Nominal scale (Builders/project name, No. of project done/ongoing in a year, project type) and the rest is Ordinal scale. (Product satisfaction parameters, Service satisfaction parameters and company satisfaction) Rating scale:-I have used a Likert Scale to examine how strongly respondents have agreed or disagreed with the statements given in the Questionnaire on a five point scale with the following anchors:
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STRONG LY DISAGRE E
Data analysis and interpretation methods:-The methods followed for the analysis and interpretation of data are: Z- Test Reliability analysis Factor analysis Univariate Percentage Analysis Weighted average method
Z-test: - A Z-test is any statistical test for which the distribution of the test statistic under the null hypothesis can be approximated by a normal distribution. Due to the central limit theorem, many test
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statistics are approximately normally distributed for large samples. Therefore, many statistical tests can be performed as approximate Ztests if the sample size is not too small. Population normal, population infinite, sample size may be large or small but variance of the population is known, Ha may be one-sided or two-sided:In such a situation z-test is used for testing hypothesis of mean and the test statistic z is worked our as under: z=x-μH0σp/n
Reliability analysis: - For using factor analysis to validate a questionnaire, it is useful to check the reliability of that scale. Reliability just means that a scale should consistently reflect the construct it is measuring. One way to think of this is that, other things being equal, a person should get the same score on a questionnaire if they complete it at two different points in time. Factor analysis: - Factor analysis is a statistical method used to describe variability among observed variables in terms of a potentially lower number of unobserved variables called factors. By reducing a data set from a group of interrelated variables into a smaller set of factors, factor analysis achieves parsimony by explaining the
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maximum amount of common variance in a correlation matrix using the smallest number of explanatory concepts. Univaraite Percentage Analysis:-refers to a special kind of ratio. It is used to make comparison between two or more series of data. They can be used to compare the relative items, the distribution of two or more series of data, since the percentages reduces everything to a common base and there by allow meaningful comparisons to be made. Here only one factor is considered.
percentage=no of respondentstotal respondents ×100
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Weighted average method:-This method is a used when the relative importance of the different items is not the same. The term weighted stands for the relative importance of the different items. It is assumed that inventory costs should be assigned on the basis of average costs of identical units. An average cost unit is determined by dividing the total costs of the units by the number of units. The weighted average method is logical when assigning costs to units that become mixed together, thereby making separate identification difficult or impossible. The formula is:
Where; D X
= Weighted Arithmetic mean
= Frequency or no of response dents
= Weighted allotted to each factor
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Flow of Hypothesis:-
Fig: - Showing the components for hypothesis
Assumption for Hypothesis:Hypothesis 1:Null hypothesis = H0 = Builders are not satisfied with the coverage of Asian paints products. Alternative hypothesis = H1 = Builders are satisfied with the coverage of Asian paints Products. Hypothesis 2:Null hypothesis = H0 = Builders are not satisfied with the longevity of Asian paints products. Alternative hypothesis = H1 = Builders are satisfied with the longevity of Asian paints products. Hypothesis 3:Null hypothesis = H0 = Builders are not satisfied with the Quality of Asian paints Products. Alternative hypothesis = H1 = Builders are satisfied with the Quality of Asian paints Products. Hypothesis 4:Null hypothesis = H0 = Builders are not satisfied with the value for money of Asian paints products. Alternative hypothesis = H1 = Builders are satisfied with the value for money of Asian paints Products. Hypothesis 5:Null hypothesis = H0 = Builders are not satisfied with range of products of Asian paints.
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Alternative hypothesis = H1 = Builders are satisfied with range of products of Asian paints. Hypothesis 6:Null hypothesis = H0 = It is insignificant that painted by APL product increase the value of builders project. Alternative hypothesis = H1 = It is significant that painted by APL product increase the value of builders project.
Hypothesis 7:Null hypothesis = H0 = Reputation of the Asian paints company plays insignificant role in project sales division. Alternative hypothesis = H1 = Reputation of the Asian paints company plays significant role in project sales division. Hypothesis 8:Null hypothesis = H0 = Easy doing business plays insignificant role in project sales division. Alternative hypothesis = H1 = Easy doing business plays significant role in project sales division. Hypothesis 9:Null hypothesis = H0 = Asian paints is unreliable brand to builders. Alternative hypothesis = H1 = Asian paints is reliable brand to builders. Hypothesis 10:Null hypothesis = H0 = Asian paints is not preferable brand to builders. Alternative hypothesis = H1 = Asian paints a preferable brand to builders. Hypothesis 11:-
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Null hypothesis = H0 = Builders are satisfied with the preselling services of Asian paints. Alternative hypothesis = H1 = Builders are dissatisfied with the pre-selling services of Asian paints. Hypothesis 12:Null hypothesis = H0 = Builders are dissatisfied with the postselling services of Asian paints. Alternative hypothesis = H1 = Builders are satisfied with the post-selling services of Asian paints. Hypothesis 13:Null hypothesis = H0 = Delivery on time plays a insignificant role in builder section Alternative hypothesis = H1 = Delivery on time plays a significant role.
Z Test Table d
Statement of Hypothesis
Sampl Standard e mean deviation Of the (x̄) Sample(σ )
H1 = Coverage is one kind of 3.72 measurement by which how much color required to make film in a surface in stipulated area can be determine. • •
Z critic al
Hypoth esis Status
α=0. 05 H0 Rejected
H0 = 3 H1 > 3
H2= Longevity of paints means 3.82 life of the paints. • •
Test statistic. Applied Z TEST
H0 = 3 H1 > 3
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H3= Quality of is a very important 4.01 things of paints. • •
H0 = 3 H1≠3
H9 = Brand which is reliable to 3.02 the builders. • •
H0 = 3 H1 ≠ 3
H8 = Doing business with APL 3.31 from builders point of view is easy. • •
H0 = 3 H1 ≠ 3
H7 = Company reputation plays 3.50 an important role in builders section. • •
H0 = 3 H1 > 3
H6 = Product itself increase the 4.12 value of the project of builders. • •
H0 = 3 H1 > 3
H5 = Product range plays an 3.81 important role in satisfaction of builders towards APL. • •
H0 = 3 H1 > 3
H4 = Pricing based on quality. • •
H0 = 3 H1 > 3
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H10 = Builders want to use this 3.18 brand and preferred others builders. • •
H0 Accepte d
H0 = 3 H1 > 3
H13= Delivery on time plays a 3.35 significant role in the purchase of APL product. • •
H0 = 3 H1 > 3
H12= After sales service plays a 3.15 significant role in the purchase of APL product. • •
H0 = 3 H1 > 3
H11 = Presales service plays a 3.8 significant role in the purchase of APL product. • •
H0 = 3 H1 ≠ 3
Reliability Analysis The reliability of each scale was assed via ‘item to total correlation ( a method used to understand the reliability of a particular measure where in the responses of individual item in the measure and the sum total of the responses of all the items in the same measure are tested for correlation) and Cronbach coefficient alpha. The results of the reliability analysis are as follows:Table 2
Scale Mean if item delete d
Scale Varian ce if item delete
Correct ed item – Total correla
Squared Multiple correlati on
Alpha if item deleted
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Coverage longevity Quality Value for money Product range
About Value compan Reputation y Easy doing business Reliable preferred
Post selling Pre selling Delivery on time Durability
21.345 20.410 0 5 21.408 8
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Overall Alpha – 0.8234
Interpretation of Reliability analysis:SPSS output shows the results of this reliability analysis for the fear putting subscale. The values in the column labeled corrected ItemTotal Correlation are the correlations between each item and the total score from the questionnaire. In a reliable scale all items should correlate with the total. So, I am looking for items that don’t correlate with the overall score from the scale: if any of these values are less than about 0.3 then problems will arise because it means that a particular item does not correlate very well the scale overall. Items with low correlations may have to be dropped. For these data, all data have items-total correlations above 0.3, which is encouraging. The values in the column labeled Alpha if item deleted are the values of the overall α if that items isn’t included in the calculation. As such, they reflect the change in Cronbach’s α that would be seen if a particular item were deleted. The overall α is 0.823 and so all values in this column should be around that same value. What I am actually looking for is values of α greater than the overall α . If the deletion of items increases Cronbach’s α then this means that the deletion of that item improves reliability. Therefore, any items
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that result in substantially greater values of α than the overall α may need to be deleted from the scale to improve its reliability. None of the items here would substantially affect reliability if they were deleted. The worst offender is question about post selling services: deleting this question would increase α from 0.823 to 0.824. Nevertheless this increase is not dramatic and both values reflect a reasonable degree of reliability. Finally, and perhaps most importantly, the value of Alpha at the very bottom is Cronbach’s: the overall reliability of the scale. In this case α is slightly above 0.8 and is certainly in the region indicated by Kline, so this probably indicates good reliability.
Factor analysis As the first step in examining the validity of each measure, explanatory factor analysis was employed using SPSS17. All the items of all the measures were factor analyzed together to test convergent and discriminate validity of the measures. The items were subjected to principal component analysis (with Varimax Rotation). The factor loading represented the correlation between the items with the construct (Hair et al, 1992).
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In component analysis, only the factor having Eigen values greater than 1 was considered significant (Hair et al, 1992). A minimum value of 0.40 was used to indicate the loading of any factor. The results of factor analysis are presented here:-
Before doing a Factor Analysis; one must test the total variables considered through a K.M.O. test. This test shows us whether I have data adequacy for factor analysis or not. Again we also take into account the Bartlette’s Test for Sphericity. This state’s whether the intercorrelation matrix did come from a population in which the intercorrelation matrix is an identity matrix or not. The results for this test are as follows:Table f
KMO and Bartlett's Test Kaiser-Meyer-Olkin Measure of Sampling Adequacy. Bartlett's Test of Sphericity
.711 3067.6 45
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Sample size The K.M.O value of 0.711 indicates that the condition is “good” for further tests to be carried out.
Bartlett’s test This tests whether the correlations between questions are sufficiently large for factor analysis to be appropriate. In this case it is significant (x2 (378) = 2989.77, p < .001 indicating that the correlations within the R-matrix are sufficiently different from zero to warrant factor analysis Now I have the SCREE PLOT showing the Eigen values according to the Components that are being considered for the Factor Analysis:-
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Value for money
Easy doing business
Pre selling services
Post selling services
Delivery on time
Extraction Method: Principal Component Analysis.
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Total Variance Explained Co mp on ent
Initial Eigenvalues Total
% of Variance
Cumulati ve %
Extraction Sums of Squared Loadings Total
% of Variance
Cumulati ve %
Rotation Sums of Squared Loadings % of Variance
Cumulati ve %
Extraction Method: Principal Component Analysis.
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Extraction SPSS has extracted 5 factors based on Kaiser’s criterion of retaining factors with eigenvalues greater than 1.Kaiser’s criterion is accurate when there are less than 30 variables and the communalities after extraction are greater than 0.6. For these data, there are 14 variables and the mean communality is 0.635 so extracting five factors are warranted. Table h
Rotated Component Matrixa Component 1
Value for money
Easy doing business
Pre selling services
Post selling services
Delivery on time
Extraction Method: Principal Component Analysis. a. 5 components extracted.
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Note Five factors have been extracted, based on my criterion that only factors with eigenvalues of 1 or more should be extracted. Cumulative percentage of variance explained column extracted five factors together account for 63.4% of the total variance (Information contained in the original ten variables).
Extraction Looking at the pattern matrix and using loading greater than 0.4 as recommended by Stevens, we see the following pattern:Table i
Easy doing business
Delivery on time
Value for money Product range Company value Reliability
Thus, I conclude that Component 1 leads to:Company value (0.726) Component 2 leads to:Company reputation (0.873) Component 3 leads to:Easy doing business (0.558) Components 4 leads to:Delivery on time (0.513)
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Components 5 leads to:Longevity (0.766)
Interpretation of factor analysis By this factor analysis, I am able to know above five components have maximum importance to increase the satisfaction level of builders. Therefore, the above five factor/component have significant effect in the satisfaction level of builders and each of the factor is inversely proportional to the satisfaction level. So, emphasizing the above factor leads to improve the satisfaction level of builders.
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Result at a glance
Test Z test
The entire null hypothesis (H0) are rejected accept after sell services (H12). It means the builders are not satisfied with the after sell The questioner is fully reliable.
Five factor extracted those are Company value, Company reputation, Easy doing business, Delivery on time and Longevity.
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Builder satisfaction in coverage of APL Products Table j
55.7% of builders are satisfied with the coverage of Comments: - Most of the respondents (Builders) approached were satisfied APL Products. with the coverage of APL Products. 21.4% of builders are fully satisfied with the coverage of APL products. Very negligible numbers of builders are dissatisfied (11.4%) and fully dissatisfied (7.14%). Figure XIV 4.2% of builders are neutral to
Satisfaction of different types of builders with the coverage of APL products
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50% of key account builders, 60% of mid rank builders & 54% of small promoter are satisfied with coverage of APL products. 20% of key account builders, 24% of mid rank builders & 20% of small promoter are fully satisfied with coverage of APL products. Very small amount of builders are dissatisfied and fully dissatisfied with the coverage of APL products. Most of the builders are satisfied with the coverage of APL products.
Builders satisfaction in longevity of APL Products Table k
4.2% Interpretation:≅ 100%
46% of builders are satisfied & 31% of builders Figure XV are fully satisfied with the longevity of Comments: - Most of the respondents (Builders) approached were satisfied APL products with the longevity of APL products. longevity. 11% of builders are neutral to give their suggestion. 7.1% and 4.2% of builders are
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Satisfaction of different types of builders with the longevity of APL products Figure XVI
Interpretation:In key account 40% builders are satisfied, 20% are builders fully satisfied, 20% are builders neutral, 10% builders are dissatisfied & 10 % builders are fully dissatisfied with the APL products longevity. In Mid rank builders account 48% builders are satisfied, 32% builders are fully satisfied, 12% builders are neutral, 8% builders are dissatisfied & 4% builders are fully dissatisfied with the APL products Longevity. In account of small promoter 46% builders are satisfied, 34% builders are fully satisfied, 9% builders neutral, 6% builders are dissatisfied & 3% builders fully dissatisfied with the APL products longevity. Most of the builders are satisfied with the APL products longevity.
Builder satisfaction in Quality of APL Products Table 0
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Fully dissatisfied Total
Interpretation:80% builders Comments: - It seems all builders feel that quality ofare APLsatisfied products & is great. 11.4% builders are fully satisfied with quality of APL products. Only 1.4% builders are not satisfied with the APL products quality. Figure XVIII 7.1% of builders are
Satisfaction of different types of builders with the Quality of APL products
In key account 60% of builders are satisfied, 30% of builders are fully satisfied, 10% of builders are neutral and not a single builders are dissatisfied with the quality of APL products. In Mid rank builder account 80% of builders are satisfied, 8% of builders are fully satisfied, 8% are neutral and not a single builders are dissatisfied or fully dissatisfied with the quality of APL products. It seems most of the builders feel that the qualities of APL products are never make them dissatisfied.
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Builder satisfaction in value for money of APL Products Table m
45% of builders are Comments: - In this category, a huge numbers of builders felt to satisfied with understand the exact meaning of value for money, sothe thatvalue they give of neutral suggestion. money of APL products. A huge number of builders give neutral (32%) suggestion in this category. A negligible numbers of builders
Satisfaction of different types of builders with the value for money of APL products
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Interpretation:In key account 70% builders are satisfied, 20% builders are fully satisfied and 10% of builders are dissatisfied with the value for money of APL products. In Mid rank builders account 52% of builders satisfied, 16% are fully satisfied, 24% are neutral and 4% are dissatisfied. There is certain fall in satisfied and fully satisfied level from key account to small promoter. It seems most of the key account builders are satisfied but the small promoters are not as much satisfied like key account.
Builder satisfaction in products range of APL Table n
15.71% Interpretation Neutral 15 21.42% 57% builders Dissatisfied 3 4.28% are satisfied with1.42% the Fully dissatisfied 1 products range Total 70 ≅ 100% of APL. 16% of builders are fully satisfied, Figure XXI 21% are neutral, and 4% are Comments:-It seems APL has satisfactory number of products range which dissatisfied makes builders easy to choice in their project work. while 1.42% is fully
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Satisfaction of different types of builders with the products range of APL Figure XXII
Interpretation:In key account 40% of builders are satisfied, 20% are fully satisfied, 30% are neutral and 10% are dissatisfied. 60% of mid rank builder are satisfied, 20% are fully satisfied, 16% are neutral and 4% are dissatisfied with the products range of APL. Satisfaction level of key account is less than the satisfaction level of mid rank builders and small promoters.
Builder satisfaction in pre-selling services of APL Table o
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71% of builders are satisfied & 14% are fully Comments:-It seems pre-selling services of APL make builders satisfied. satisfied with the pre-selling service of APL. 7% of builders and 4% of builders are dissatisfied or fully dissatisfied.
Satisfaction of different types of builders with the pre-selling services of APL
Interpretation:In key account 70% builders are satisfied, 10% are fully satisfied while 20% are dissatisfied with the pre- selling services of APL. Pre-selling service is not adequate with the small promoters. It seems that company not gives much importance to the small promoters as what they give the key account and mid rank builders. In Mid rank builders account 84% of builders are satisfied while 16% are fully satisfied.
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Satisfaction of different types of builders with the post-selling services of APL Table p
In this category, 21% builders are Comments: - Dissatisfaction and fully dissatisfaction level are high in this satisfied and category related to other categories. 20% are fully satisfied. 17% builders are dissatisfied and 14% builders are fully dissatisfied while 27% are neutral to give their suggestion.
Builder satisfaction in postselling services of APL Figure XXVI
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Interpretation: In key account 30% of builders satisfied, 10% are fully satisfied, 20% are neutral while 20% each in dissatisfied and fully dissatisfied category. In mid rank builders account 20% are satisfied, 16% are fully satisfied, 36% are neutral, 12% are dissatisfied while 16% are fully dissatisfied. In small promoter category 20% of builders are satisfied, 26% are fully satisfied, 23% are neutral, 20% are dissatisfied while 11% are fully dissatisfied.
Knowledge about texture finish Table q
16% of builders have knowledge of
texture finish while a
Majority of the builders are not introduced with texture largethe chunk of finish. Builders of key account and some of mid rank builders account builders (84%) did have knowledge of texture finish. It seems that there is noany uniformity about not have the knowledge of texture finish.
knowledge of texture finish.
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Preferred Brand by different types of builders Interpretation:Figure XXVIII
In rank 1 40% of key Fig:-Most preferred brand by key account account builders preferred Apex Ultima, 30% to Apex, 30% to Interpretation:Duracast. In rank rank 12 Apex Apex Ultima Ultima Figure XXIX In and Apex by 30% each preferred Fig:-Most preferred brand by Mid rank builders 40% mid preferred, while Duracast rank builders, Apex by and Ace by 20% each. 60%, Duracast by 8% and In rank 3 Apex Ace by 4% only.Ultima and Apex preferred each In rank 2 Apex Ultima by 20% builders while Interpretation:preferred by 28%, Apex Duracast and Ace by 12% by 20%, Duracast Figure XXX In rank 1 Apex Ultima preferred 30% each. and Ace byby 40%. preferred by small In rank 4 Apex Ultima Fig: - most preferred brand by SmallIn promoters rank 3 Apex Ultima promoter 26%, Apex preferred 10%, while preferredby by 20%, Apex by 31% and Ace by 43%. by 16%, Duracast by 36% In rank 2 Apex Ultima and Ace by 28%. preferred 23%, Apex Comments:In rank 4 by Apex Ultima by 26%, Duracast byApex 11 preferred by 12%, and Ace by 40%. In rank 3 Apex Ultima It seems there is a great acceptance of Apex Ultima by and Duracast preferred 43%, Apex in by 20%, Duracast by 17% key account builders. and Ace by 20%. rankand 4 Apex Ultima The mid rank builders are mostly preferred In Apex Apex Ultima preferred by 9%, Apex by while small promoters preferred Apex, Ace 23% and and Apex Ultima.by Duracast
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Comparative analysis of different paints company Figure XXXI
Fig: -A graph of Comparative analysis according to the satisfaction level of builders
Interpretation:Rank 1 has been given to ICI 29% builder, 14% to BERGER, 21% to Nerolac, 3% to Shalimar, 26% Asian paints and 7% to other paint company. Rank 2 has been given to ICI 21% builder, 17% to BERGER, 19% to Nerolac, 6% to Shalimar, 17% to Asian Paints and 7% to Other Paint Co. Rank 3 has been given to ICI 21% builder, 29% to BERGER, 19% to Nerolac, 6% to Shalimar, 17% to Asian Paints and 9% to other Paint Co. Ran 4 has been given to ICI 14% builder, 14% to BERGER, 21% to Nerolac, 31% to Shalimar Paint, 4% to Asian Paints and 10% to other Paint Co. Rank 5 has been given to ICI 4% builder, 14% to BERGER, 11% to Nerolac Paint, 29% to Shalimar, 21% to Asian Paints and 20% to other Paint Co. Rank 6 has been given to ICI 10% builder, 11% to BERGER, 9% to Nerolac Paint, 3% to Asian Paints and 43 % to Other Paint Co.
According to builder’s satisfaction in paint Quality, coverage and longevity Figure XXXII
P a g e | 75 Fig: - A graph of Comparative analysis according to builder’s satisfaction in paint Quality, coverage and longevity
Interpretation:Rank 1 has been given to ICI 40% builder, 3% to BERGER, 16% to Nerolac, 3% to Shalimar, 37% Asian paints and 1% to other paint company. Rank 2 has been given to ICI 28% builder, 10% to BERGER, 18% to Nerolac, 1% to Shalimar, 38% to Asian Paints and 3% to Other Paint Co. Rank 3 has been given to ICI 11% builder, 35% to BERGER, 21% to Nerolac, 7% to Shalimar, 14% to Asian Paints and 10% to other Paint Co. Ran 4 has been given to ICI 10% builder, 37% to BERGER, 23% to Nerolac, 10% to Shalimar Paint, 6% to Asian Paints and 14% to other Paint Co. Rank 5 has been given to ICI 6% builder, 11% to BERGER, 14% to Nerolac Paint, 28% to Shalimar, 3% to Asian Paints and 34% to other Paint Co. Rank 6 has been given to ICI 4% builder, 3% to BERGER, 7% to Nerolac Paint, 42% to Shalimar, 1%to Asian Paints and 37 % to Other Paint Co.
According to builder’s satisfaction in company services Figure XXXIII
Fig:-A graph of Comparative analysis according to builder’s satisfaction in company services
Interpretation:Rank 1 has been given to ICI 17% builder, 14% to BERGER, 14% to Nerolac, 11% to Shalimar, 18% Asian paints and 24% to other paint company.
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Rank 2 has been given to ICI 23% builder, 17% to BERGER, 20% to Nerolac, 7% to Shalimar, 24% to Asian Paints and 8% to Other Paint Co. Rank 3 has been given to ICI 17% builder, 18% to BERGER, 8% to Nerolac, 24% to Shalimar, 17% to Asian Paints and 14% to other Paint Co. Ran 4 has been given to ICI 7% builder, 21% to BERGER, 21% to Nerolac, 14% to Shalimar Paint, 11% to Asian Paints and 24% to other Paint Co. Rank 5 has been given to ICI 21% builder, 11% to BERGER, 21% to Nerolac Paint, 13% to Shalimar, 17% to Asian Paints and 16% to other Paint Co. Rank 6 has been given to ICI 14% builder, 17% to BERGER, 14% to Nerolac Paint, 30% to Shalimar, 11%to Asian Paints and 13 % to Other Paint Co.
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APL is a market leader.
Post-selling service is a
Corporate image of APL is
major area to improve.
On time delivery is also
Establish brand for all
an area to improve.
Inadequate sales force
Good range of product
to cover up the Kolkata
backed by project division.
Good quality of product has increased the builder confidence. A well managed Company with efficient Sales Force. The company is giving lot of support to builders which increase the confidence of them and value for money.
Opportunity Relation build up with the builders is to make them loyal and more business. To gain builders confidence proper and better services has to be provided.
Threat Local paint companies are playing a significant role in builder project sector. Foreign companies may enter any moment in Kolkata project area.
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SWOT analysis for APL project division
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Findings After doing the factor analysis I found that most of the builders are satisfied with the company product quality, longevity and coverage, but the comparative analysis shown that builders (Mid rank builders & small) are little bit more fascination on ICI product. Some of the key account builders are going for local paint company, such as Raj Paints and Century Paint. They are the upcoming competitor of APL. After completion of factor analysis I found that most of the builders are not satisfied with the post-selling services of APL. Pre-selling services of APL are not up to the mark in mid rank builders and small promoter’s level. Builders are satisfied with the range of product and value for money in APL Company. The texture finish of APL has a good response from key account vendors but mid rank builders/small builders, the same is totally absent. Availability and delivery on time make some builders dissatisfied. Most of the builders are choosing their paint product by influencer recommendation. Architect/Engineers have a big roll to decide the paint company and product to be used in the project.
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Recommendation Primary:The different strategies have to be followed by Asian paints, consists of Customer relationship management, strategy to provide better facility and strategy to provide better after sales service to builders. To maintain the relationship with builders a proper business flow activity is required like Appointm Site Painting Paints Satisfaction Understand Fulfill sourced survey Asian APL Interaction Relationship Understands Telephone Applicato New Relationship Sales project Old paints sales color center for ent survey system through requirement with & & Asian & as the /SMS associate Builders Associate division Associate world r/Mail customer par customer measurem estimates Paints inform possible dealers to requirement taken ent selection satisfied done done and forwards the lead to relevant project sales service provider
Painted site with warran ty offered
P a g e | 81 Painting process undertak en with proper monitorin
Fig: - a business flow to maintain builders relation as well as builders acquisition
Secondary:Pre-selling services has to be improved in mid rank builders/small promoter. Post-selling services has to be improved in all builders segment. Promotional activity and range of texture finishes are required to make the company advance and different than competitors may create a special sensation and satisfaction of builders. Product awareness/application training program for builder contractor required to avoid implication. Special attention is required for small/Mid rank builder project who will be big future builders for APL.
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An influencer level data bank to be prepared and continues follow up required for the same; such as Architect & Engineers. A regular builder direct communication, satisfaction surveys, events, festive offer or reword program can be implemented.
Conclusion In these 2 months project collecting data from different types of builders and find out satisfaction level was my work and obviously I had to face some resistance in the way. But I have managed to counter the resistance and this project was a great experience for me. It has given me the opportunity to work as a full time marketing executive and I have to say it has been a nice exposure for me to the world of marketing. There were many tough moments that I had to face regarding communications. But, at the end of the project I have to admit that these difficulties have made me much more efficient. The whole system of the company has helped me a
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great deal. I did not face any kind of trouble from our company. This was the best part of the project. All in all, it was a real great exposure for me. For a young person like me, it has given me a huge opportunity to showcase my endowment and ability to work as a professional which has always been an ambition for me. Working for number one paint company of India, Asian paints, has given me the apprehension of how to go about in an organization and also the growing mentality.
Reference Bibliography:Marketing Management - Philip Kotler, Kevin Lane Keller. Marketing Management – Rajan Saxena Research Methodology – Kothari
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Communalities: -T he communalities for the variable are computed by taking the sum of the squared loadings for that variable. This is expressed below:
Cronbach's α (alpha):- Cronbach's α (alpha) is a statistic. It is commonly used as a measure of the internal consistency or reliability of a psychometric test score for a sample of examinees. It was first named alpha by Lee Cronbach in 1951, as he had intended to continue with further coefficients. Customer relationship management: - Customer relationship management (CRM) is a widely-implemented strategy for managing a company’s interactions with customers, clients and sales prospects.
P a g e | 85 • •
Dichotomous Questions: - The dichotomous question is generally a "yes/no" question. Distemper: - Distemper is a term with a variety of meanings for paints used in decorating and as a historical medium for painting pictures. The binding element may be some form of glue or oil; these are known in decorating respectively as soft distemper and oil bound distemper. Emulsions: - Emulsions are solvent free binders used in the preparation of paints and coatings. Emulsions are manufactured by the polymerization process where monomers are dispersed in an aqueous phase to get a uniform and stable emulsion. Eigenvalues: - In mathematics, eigenvalue is related concepts in the field of linear algebra. The prefix eigen- is adopted from the German word "eigen" for "innate", "idiosyncratic", "own". Linear algebra studies linear transformations, which are represented by matrices acting on vectors. Hypothesis:-A statistical hypothesis test is a method of making decisions using experimental data. In statistics, a result is called statistically significant if it is unlikely to have occurred by chance. The phrase "test of significance" was coined by Ronald Fisher: "Critical tests of this kind may be called tests of significance, and when such tests are available we may discover whether a second sample is or is not significantly different from the first." In the start of the procedure, there are two hypotheses H0: "the defendant is innocent", and H1: "the defendant is guilty". The first one is called null hypothesis, and is for the time being accepted. The second one is called alternative (hypothesis). It is the hypothesis one tries to prove.
Likert Scale: - A Likert scale is a psychometric scale commonly used in questionnaires, and is the most widely used scale in survey research, such that the term is often used interchangeably with rating scale even though the two are not synonymous.
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• • •
Nominal scale: - A scale with data classified by names, rather than by any quantitative description. Ordinal scale:-An ordinal scale is a measurement scale that assigns values to objects based on their ranking with respect to one another. Probability Sampling Method:-where every sample from the population of builders has equal chances of being selected Rotated Component Matrix:-In linear algebra, a rotation matrix is a matrix that performs a rotation in Euclidean space. For example the matrix
Scree plot: - A plot, in descending order of magnitude, of the eigenvalues of a correlation matrix. In the context of factor analysis or principal components analysis a scree plot helps the analyst visualize the relative importance of the factors — a sharp drop in the plot signals that subsequent factors are ignorable. Simple Random Sampling:-Samples were randomly selected from the population of builders. SPSS:- SPSS is a computer program used for statistical analysis Texture: - Texture in a painting is the feel of the canvas. It can be based on the paint, and its application, or addition materials such as ribbon, metal, wood, lace, leather and sand. Texture in painting stimulates two different senses, visual and tactile. There are four types of texture in art: actual texture, simulated texture, abstract texture, and invented texture. The concept of 'painterliness' also has bearing on 'texture' in painting.
Abbreviation • APL: - Asian paints limited
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• CRM: - Customer relationship management • INR: - Indian rupees •
KMO: - Kaiser-Meyer-Olkin Measure
SPSS:- Statistical Package for the Social Sciences
SWOT :- Strength, weakness, opportunity and threat
Annexure 1 Questioner:PROJECT DETAILS •
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Name of the Builder group
Project condition )
Number of storey
Number of building 1. Hot
2. Warm 3. Cold 4. Closed (Company name
BUILDER DETAILS •
Key person(s) of this project
No. of project done
No. of ongoing project
Type of project already done? Apartment
No. of project in a year
Office address Office number
SURVEY QUESTIONNAIRE • •
Have you ever worked with Asian paints Company for your project? * A) Yes B) No If yes then how is your working experience with Asian paints Company? A) Poor B) Very poor C) good D)Very Good If very good then what are the positive point do you think Asian paints Company have?
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Excluding Asian paints what are the other paint manufactures you have worked with? A) ICI B) Berger C) Nerolac D)Shalimar E) Others ( )
What are the better services provided by the competitors of Asian paints Company?
What type of extra services Asian paints is unable to provide, which the other company is able to provide?
*If no then what are the reason behind it?
Product satisfaction •
Coverage of Asian paints products make builders satisfied.
A) Strongly Agree B) Agree C) Neutral E) Strongly Disagree Longevity of Asian paints products make builders satisfied. A) Strongly Agree B) Agree C) Neutral E) Strongly Disagree
Quality of Asian paints products make builders satisfied.
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Value for money of Asian paints products make builders satisfied. A) Strongly Agree E) Strongly Disagree
Product ranges of Asian Paints Company make builders satisfied. A) Strongly Agree B) Agree C) Neutral E) Strongly Disagree
About the Company satisfaction •
Painted by Asian Paints Company is increase the value of your Project. A) Strongly Agree
E) Strongly Disagree •
Reputation of the Asian paints Company plays a significant role to doing business with builders. A) Strongly Agree
E) Strongly Disagree •
Easy to doing business plays a significant role to doing business with builders. A) Strongly Agree
Pre selling services of Asian paints make builders satisfied. A) Strongly Agree B) Agree C) Neutral E) Strongly Disagree
Post selling services of Asian paints make builders satisfied. A) Strongly Agree B) Agree C) Neutral E) Strongly Disagree
E) Strongly Disagree •
Asian paints is reliable brand. A) Strongly Agree E) Strongly Disagree
Asian paints is the most preferred brand. A) Strongly Agree
E) Strongly Disagree Service satisfaction •
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Delivery on time plays a significant role to doing business with builders. A) Strongly Agree B) Agree C) Neutral D) E) Strongly Disagree
Are you have a knowledge of exterior textures finish.
A) Yes B) No Following which Asianpaints exterior brands you prefer most? (Rank the flowing as 1,2,3,4,) A) Apex Ultima Duracast
Following which Asianpaints exterior textures finish you prefer most. (Rank the flowing as 1,2,3,4,) A) Finetex
(Rank the flowing as 1,2,3,4, for very poor, poor, good and very good respectively) •
Based upon your experience please rank the following brands according to your satisfaction. A) ICI
E) Other Company
D)Asian paints •
Based upon your experience please rank the following brands according to paint coverage, quality and longevity. A) ICI
E) Other Company
D)Asian paints •
Based upon your experience please rank the following brands according to service of the company. A) ICI
E) Other Company
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Annexure 2 Picture of decorative external Asian Paints product
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