A study on customer satisfation towards asian paints in lucknow city
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Transcript of A study on customer satisfation towards asian paints in lucknow city
SYNOPSIS FOR RESEARCH PROJECT REPORT
(BBA-605)
On
“A STUDY ON CUSTOMER SATISFATION TOWARDS
ASIAN PAINTS IN LUCKNOW CITY”
Towards partial fulfillment of
Bachelor of Business Administration (BBA)
(BBD University, Lucknow)
Submitted to: Submitted by:
Ms. Vaishnavi Pandey Anushka Keshari
Roll No. 1140671043
Session 2016-2017
School of Management
Babu Banarasi Das University
Sector I, Dr. Akhilesh Das Nagar, Faizabad Road, Lucknow (U.P.) India
1. TOPIC:
“A STUDY ON CUSTOMER SATISFATION TOWARDS ASIAN PAINTS
IN LUCKNOW CITY”
2. INTRODUCTION & REVIEW OF LITERATURE:
Customer satisfaction, a business term is a measure of how products and services
supplied by a company meet or surpass customer expectation. It is seen as a key performance
indicator within business and is part of the four of a balanced scorecard.
Increasing competition (whether for-profit or nonprofit) is forcing businesses to pay
much more attention to satisfying customers. In a competitive marketplace where businesses
compete for customers, customer satisfaction is seen as a key differentiator and increasingly has
become a key element of business strategy.
Organizations need to retain existing customers while targeting non-customers.
Measuring customer satisfaction provides an indication of how successful the organization is at
providing products and/or services to the marketplace.
Customer satisfaction is an abstract concept and the actual manifestation of the
state of satisfaction will vary from person to person and product/service to product/service. The
state of satisfaction depends on a number of both psychological and physical variables which
correlate with satisfaction behaviors such as return and recommend rate.
Paint is a generic term for a range of chemical substances that help protect surface a keep them
looking good. Paint is defined as a group of emulsion, consisting of pigment suspended in a
liquid medium, for use as decorative or protective coating. Today, contemporary paints and
coatings consist of countless compounds uniquely formulated to fulfill the varied requirements of
hundreds of thousands of application. “paint” ranges from the broad group of environmentally-
sound latex paint that many consumers use to decorate and protect their homes and the
translucent coating that line the interior of food containers, to the chemically-complex, multi-
components finishes that automobile manufacturers apply on assembly line.
ASIAN PAINTS LTD:
Asian paints are the largest player in India, and also the market leader in decorative paint, with a
41%market share. It has a domestic installed capacity of 1,62,700 tpa for paint. With the
government planning thrust in the housing sector, players like Asian paints stand for the benefit,
as the demand for decorative paints will grow.
LIETARURE REVIEW
Surveys conducted from the University of Michigan Business School (2001) led to the
result that customers feel disrespected and mistreated by banks, hotels, etc. Related surveys
revealed that there is a decline in the level of respect given to clients and despite the fact that
business is growing the quality shrinks. This reality had a direct impact, not only in customer’s
satisfaction, but also in the profitability and performance of the companies.
According to Reis et al. (2003), there has been a fundamental shift in how companies
treat their customers. With the help of technology organizations can measure what are the
expectations of their customers and then deliver quality products and services at a profit.
Anderson et al. (1994) proved that the increasing of customer satisfaction leads to higher and
more stable profitability, increased consumer willingness to pay price premiums,
recommendations of new potential customers, more usage of the product, higher repurchase
intentions (Reitchheld 1996), and higher levels of customer retention and loyalty (Fornell 1992;
Anderson & Sullivan 1993).
Drucker (1954) underpinned that the principle purpose of a business is to create satisfied
customers. According to Oliver (1980), “Customer satisfaction is generally described as the full
meeting of one’s expectations”. Fornell (1992) defined customer satisfaction as an overall
evaluation of the total purchase experience compared with pre-purchase expectations over time.
Oliver (1999) regarded satisfaction as a fulfillment judgment, focused on a product or service,
which is evaluated for one time or repeated consumption. Oliver (1997) claimed that satisfaction
is derived from the Latin satis (enough) and facere ( to do or make).
3. SCOPE OF THE STUDY
Selling process should be studied and improved.
Customer satisfaction study has to be included.
Product quality study should be done.
This study can be extended by any paint manufacturer (Asian Paints, Nerolac or even
Berger Paints) to launch a new product in the market.
Contact for more
ShriKrishna
Computer Care & Cyber Zone
Chinhat Lucknow
Mo no- 9554444951
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