Internship Report Spring 2006

A research to explore customer satisfaction level of customer in context of Berger Paints Color Bank, Bangladesh.

Submitted by, Md Assad Kibria (ID #0110234)

Submitted to,

Mr. Sohel Islam School of Business

Independent University, Bangladesh April 30th, 2006.

Dated: April 30th, 2006

Mr. Sohel Islam Internship Adviser School of Business, Independent University, Bangladesh. Baridhara, Dhaka. Subject: Submission of internship report Dear Mr. Sohel, I, being advised to prepare the internship report on the level of customer satisfaction of Berger Color Bank customers for the successful completion of my Internship. As was advised, I have successfully completed my report on “Customers satisfaction level analysis of Berger Color Bank users” It gives me immense pleasure to tell you that working on this internship report has given me a wide range of exposure. To prepare this report, I have faced extensive one to one interviews with professionals, customers and dealer. It has taught me the value of patience, and has given me a higher insight on the level of communication in the practical world. This report basically gives an overview of the level of customer satisfaction of the Color Bank users and how different influencing parties can hamper the level of customer satisfaction. I also had to make recommendation as to how the existing level of satisfaction could be improved. As this was an actual company project, research was done on an extensive basis. It will be a great honor for me if you require me to explain any sort of queries. Yours Sincerely, Mr. Md. Assad Kibria ID # 0110234

ACKNOWLEDGEMENTS

Preparing this report was both exciting and hard work at the same time, it is for the first

time that I had a real life experience working on an actual company project. I would like

to express my gratitude to Mr. Sohel Islam, internship supervisor, School of Business,

Independent University, Bangladesh for providing me with the proper guidance and

support.

I would also like to thank Mr. Tanvir Ahmad, Assistant Marketing Manager, Berger

Paints Bangladesh Ltd., for giving me time in his busy schedule, for providing me

information that was needed to complete the report, and to properly guide me throughout

my internship period.

EXECUTIVE SUMMARY

Satisfying customers are the only way to stay competitive in today's marketplace.

The balancing act between what customers want and what the company can provide must

be optimized in order to maximize company’s long-term profits. Berger Paints has done

numerous researches to understand the level of customer satisfaction. They are already in

a good position in the consumer’s mind but understanding the customer’s satisfaction

level, will help the company to exceed the present level of customer satisfaction.

However, no such research has been done to understand the level of customer satisfaction

level of Color Bank user.

This study investigates the level of customer satisfaction of Color Bank users, and

what are the different influencing parties (architects, developers, painters and dealers).

On assessing the level of customer satisfaction, what marketing tools, like promotional

efforts and other marketing efforts, are necessary to improve the customer satisfaction

level will be given as recommendation by the researcher.

This study is based on primary data, as no such previous research has been done

to understand the level of customer satisfaction of Color Bank users. The nature of this

study was a qualitative explorative research, and information was gathered through

extensive one-to-one interviews with respondents. The researcher covered the

geographical base of Dhaka city, and samples were selected on a non-probabilistic quota

sampling method.

Upon completion of the research analysis, the researchers understood the level of

customer satisfaction of the customers. The level of satisfaction varied from 60% to

100%. All respondents were highly satisfied with the product quality of Berger Color

Bank. However, they did show concern with the services. They feel that a hotline should

be there to give 24 hours complete support for paint solutions. Also, they were unhappy

with the unavailability of shade cards at the dealers’ outlets. The researcher also found

that the dealers have tremendous effect on customers. If the dealers are happy, then they

would give all positive efforts in making the customers more satisfied. The dealers were

unhappy with the financial assistance provided by Berger Color Bank.

Professionals like architects and developers also play a major role in influencing

customers. The research analysis suggests that the architects and developers would be

happier if Berger could maintain proper liaison with them. At the moment, the liaison

between Berger and the professionals are good, but their main requirement is to have

access to soft copies of the shade card.

Painters are happy with the product quality and coverage of Color Bank.

However, they did show concern with the quality of Luxury Silk. They require no

assistance from Berger, they are extremely satisfied.

Table of Contents

Page No.

Acknowledgement i Executive Summary ii

Chapter 1: Introduction 1.1 Review of related literature 1 1.2 Background of the company 3

1.2.1 Berger Paints: An overview 3 1.2.2 Berger Paints: At a glance 4 1.2.3 Area of operation 5 1.2.4 Manpower structure 6 1.2.5 Paint Industry analysis 7 1.2.6 Distribution coverage analysis 16 1.2.7 Sales trend 17

1.3 Color Bank at glance 23 1.4 Competitor Analysis 24 1.5 Problem Definition 28 1.6 Research objective 29

1.6.1 Broad Objective 29 1.6.2 Specific Objective 29

1.7 Scope of the report 30 1.7.1 Geographical scope 30 1.7.2 Technical scope 31

1.8 Limitation 31 Chapter 2: Methodology

2.1 Research design 32 2.1.1 Type of research 32 2.2.2 Nature of research 32

2.2 Research structure 33 2.2.1 Type of data 33 2.2.2 Data collection procedure 33

2.3 Sampling plan 34 2.3.1 Target population 34 2.3.2 Sampling frame 34 2.3.3 Sampling unit 34 2.3.4 Sampling technique 35 2.3.5 Sampling size 35

2.4 Sample characteristics 39 2.5 Pre-tests 39

Chapter 3: Analysis

3.1 Dealers 40

3.1.1 Findings and analysis 41 3.1.2 Summary of findings 47

3.2 Customers 49 3.2.1 Findings and analysis 49 3.2.2 Cross-tabulations 57 3.2.3 Summary of findings 62

3.3 Architects 63 3.3.1 Findings and analysis 64 3.3.2 Cross-tabulations 71 3.3.3 Summary of findings 73

3.4 Developers 74 3.4.1 General Analysis 74

3.5 Painters 80 Recommendation 81

Reference Appendix

Research questions Calculation

List of figures and tables

Page No. Chapter 1 Table 1: Market growth trend analysis 8 Table 2: Category wise paint market size in 2004 9 Table 3: Projected Market Size 2005 10 Table 4: Category contribution by Volume & Value 11 Table 5: Market Share of Gloss Coatings 13 Table 6: Market Share of Interior Emulsion 14 Table 7: Market Share of Exterior Emulsion 14 Table 8: Market Share of Distemper 15 Table 9: Market Share of Cement Coatings 16 Table 10: Distribution Coverage of Major companies 16 Figure 1: Geographical Market Size 9 Figure 2: segments of Paint market 10 Figure 3: Market share of different companies 12 Figure 4: Sales Trend Analysis 17 Figure 5: Channel level 19 Figure 6: Michael Porter’s competitive forces analysis 24

Chapter 3

Table 1: Overall view of Dealers 40 Table 2: Cross tabulation table for Dealer's satisfaction level

on Color Bank product & service and Dealer's inspiration about Color Bank. 43

Table 3: Cross tabulation table for Dealer's satisfaction level on CB product & service and Dealer's expectation on Color Bank shades 44

Table 4: Cross tabulation table for Dealer's satisfaction level on CB product & service and Dealer's satisfaction on Berger Paints employees behavior 45

Table 5: Cross tabulation table for Customers satisfaction level on product and services & Satisfaction on Color Bank products quality 57

Table 6: Cross tabulation table for Customer satisfaction level & satisfaction on Color Bank product and service 58

Table 7: Cross tabulation table for Customer satisfaction level & satisfaction on durability and coverage of Color Bank product compared to others 60

Table 8: Cross tabulation table for Customer satisfaction level & satisfaction on durability and coverage of Color Bank product compared to others is high so it is cost effective. 60

Table 9: Cross tabulation table for Customer satisfaction level & satisfaction on the finishing of the painting job 61

Table 10: Overall view of Architects’ viewpoint of Color Bank 63 Table 11: Cross tabulation table for Architects satisfaction

level & satisfaction on the Color Bank shades 71 Table 12: Cross tabulation table for Architects satisfaction

level on CB product & service and their satisfaction about Berger PR if product quality is not up to the mark 72

Table 13: Developers satisfaction Regarding information 76 Table 14: Developers evaluation about Berger CB service 77 Table 15: Developers satisfaction regarding product 77

Table 16: Cross tabulation table for Developer’s satisfaction level on CB product & service and Developer’s Inspiration about Color Bank. 78

Table 17: Cross tabulation table for Developer’s satisfaction level on CB product & service and Developer’s satisfaction about Berger PR 79

Table 18: Cross tabulation table for Developer’s satisfaction level & satisfaction on the Color Bank shades 79

Figure 1: Dealers inspiration to Deal Color Bank 40 Figure 2: Dealer satisfaction on Color Bank 41 Figure 3: Commonly purchased brand 42 Figure 4: Dealers overall evaluation 46 Figure 5: Overall customer satisfaction level 50

Figure 6: Customers perception of Color Bank 51 Figure 7: Identifying frequency of use 52 Figure 8: Source of information for clients 53 Figure 9: Whether sources give desired information 54 Figure 10: Ways to sole customers queries 55 Figure 11: Satisfaction with Color Bank process 56 Figure 12: Berger and professionals relation 67 Figure 13: Color Bank gives desired shade 68 Figure 14: Durability of Color Bank products 69 Figure 15: Cost effectiveness of Color Bank 70

Chapter 1

Introduction

1.1 REVIEW OF RELATED LITERATURE

1.1.1 Customer Satisfaction:

“Everyone knows what satisfaction is, until asked to give a definition. Then, it

seems, nobody knows.” This quote from Richard L. Oliver (1977), respected expert and

long time writer and researcher on the topic of customer satisfaction, expresses the

challenge of defining this most basic of customer concept. Building from previous

definitions, Oliver offers his own formal definition:

Satisfaction is the consumer’s fulfillment response. It is a judgment that a product

or service feature, or the product or service itself, provides a pleasurable level of

consumption-related fulfillment.

The word satisfaction first appeared in English during the thirteenth century. The word

satisfaction itself is derived from the Latin satis (meaning enough) and the Latin ending -

faction (from the Latin facere - to do/make). Early usage centered on satisfaction being

some sort of release from wrong doing. Later citing of the word emphasis satisfaction as

a "release from uncertainty" (The Oxford Library of Words and Phrases, 1993). Modern

usage of the word has tended to be much broader, and satisfaction is clearly related to

other words such as satisfactory (adequate), satisfy (make pleased or contented) and

satiation (enough). The difficulty faced when trying to define any word is that the

meaning often depends on the context in which the word is used. In a marketing context,

satisfaction is used to have a more "specific" meaning.

It appears that there are two basic approaches adopted in attempting to define the

concept of customer satisfaction. Satisfaction can be viewed as an outcome of a

consumption activity or experience; however, it is also represented as a process.

Currently, the most widely adopted description of customer satisfaction is that of a

process; an evaluation between what was received and what was expected (Oliver, 1977,

1981; Olson and Dover, 1979; Tse and Wilton, 1988). By looking at satisfaction as a

process, these definitions concentrate on the antecedents to satisfaction rather than

satisfaction itself. Consequently, much research effort has been directed at understanding

the cognitive processes involved in satisfaction evaluations.

This strand of theory appears to have origins in discrepancy theory (Porter, 1961) and

a number of authors have, over the years, used some form of comparison to model

satisfaction. Early contributions include Contrast Theory (Cardozo, 1965; Howard and

Sheth, 1969), which supposed that consumers would exaggerate any contrasts between

expectations and product evaluations. This was developed into assimilation-contrast

theory (Anderson, 1973). Many studies support the occurrence of assimilation

(Olshavsky and Miller, 1972; Olson and Dover, 1979).

A further point concerns expectations that are defined differently in the satisfaction

and quality literature. In the satisfaction literature "expectations reflect anticipated

performance" (Churchill and Suprenant, 1982, p. 492) made by the customer about the

levels of performance during a transaction. On the other hand, in the service quality

literature, expectations are conceptualized as a normative standard of future wants

(Boulding, Kalra, Staelin & Zeithaml, 1993). These normative or ideal standards

represent enduring wants and needs that remain unaffected by the full range of marketing

and competitive factors. Normative expectations are therefore more stable and can be

thought of as representing the service the market oriented provider must constantly strive

to offer (Zeithaml, Berry & Parasurama, 1993).

Assuming that the customer is capable of evaluating the service performance, the

result is compared to expectation prior to purchase or consumption (Oliver, 1980). In the

past, corporation did not pay much attention to customer satisfaction but were focused

more on attracting new customers to expand their market share. Now, due to lower sales

resulting from product maturity, corporations are turning around to stabilizing their

existing customers to ensure their market share (Dhabolkar & Thorpe, 1994). Thus the

concept of customer satisfaction is under further scrutiny. For the current study, the

definition put forward by Oliver will be the construct, as it is the most appropriate for the

selected study.

1.2 BACKGROUND OF THE COMPANY

1.2.1 Berger Paints Bangladesh Ltd: An Overview

Berger, the market leader in the Bangladesh paint market, is one of the oldest names

in the global paint industry. The company is operating in the paint industry for almost

two centuries. It has its origin in the year of 1706 and from then on the company is

operating with strong adherence to quality and social responsibility.

Initially, Lewis Berger, a German national, founded dye & pigment making business

in England. Lewis Berger & Sons Limited grew rapidly with a strong reputation for

innovation and entrepreneurship culminating in perfecting the process of making Prussian

Blue, a deep blue dye, a color widely used for many European armies' uniform.

Production of dyes & pigments evolved into production of paints & coatings, which till

today, remains the core business of Berger.

Berger grew rapidly by establishing branches all over the world and through merging

with other leading paint & coating companies. Today,

• Berger is one of the leading companies in the global paint industry

• Berger offers all kinds of painting solutions in decorative, industrial or marine

segment for both decorative and protective purpose

Berger Paints started its sailing into the sea of Bangladesh from pre-liberation era, to

be precise in 1950. The main business flourished in the post liberation phase. In

Bangladesh the major milestones of Berger Paints are given below:

1950 – Started operation in Bangladesh by importing Paint from Berger UK

1970 - Establishment of Chittagong Factory

1980 – Named as Berger Paints (BD) Ltd. from Jenson & Nicholson (J&N)

1991 – BMRE in Chittagong Factory

1995 – Establishment of Double Tight Can Manufacturing Plant

1999 – Establishment of Most Modern Sate-of-the-Art Paint Production Plant in Dhaka

2002 - Construction of own building for the Corporate Office in Dhaka

2004 – Establishment of Powder Coating Plant

1.2.2 Berger Paints Bangladesh Ltd: At a Glance

• Own Corporate Office located in Dhaka

• 2 Factories at Dhaka and Chittagong

• 7 strategically located Sales Offices throughout the whole country. The locations

of the Sales Offices are shown in a map attached in the annexure

• A wide distribution channel reaches the whole country with a network of almost

1000 dealers

Vision and Mission of the company

The vision and mission of Berger Paints Bangladesh Ltd. (BPBL) is very transparent

and tangible. Berger emphasize highly on the ethical commitment to produce benchmark

quality product. The vision and mission statement of the company is:

Vision

“We shall remain as the benchmark in the Paint industry by:

being an innovative and technology driven Company consistently delivering world-class

products ensuring best consumer satisfaction through continuous value added services

provided by highly professional and committed team.”

Mission

“We shall increase our turnover by 100% in the next five years.

We shall remain socially committed ethical Company.”

1.2.3 Area of Operation

Berger Paints operates in three broad segments of the paint industry.

Decorative Paint

• The objective is to beautify the surfaces with protection from corrosion and

erosion

• This business category mainly targets household segment

• Products are being offered to the consumers through a dealer network

• Products fulfill the aesthetic value of the consumers

• Major revenue earning business area of BPBL

Industrial

• Tailor made products to cater to the specific needs of customers

• Products give protection to the surfaces in extreme situations like severe

hazardous environment, high temperature, movement of heavy materials and

machinery etc.

• Direct marketing approach is being used to promote the Industrial Coatings

• Main customer groups: Garments Factories, Chemical Plants, Fertilizer

Manufacturing Plants, Consumer Durable Manufacturing Plants etc.

Marine

• Products are being offered mainly through Direct marketing approach.

• Dock Yards, Bangladesh Navy, Passenger Ships are the main user groups.

• Market is mostly concentrated in Dhaka and Chittagong.

1.2.4 Manpower Structure

It is consisted of more than 300 employees of whom about 160 are general workers

and the rest are White Collar employees. These employees are working in different

factories and depots of the company.

The positional hierarchy of the company is as follows:

1. Managing Director

2. Director

3. General Manager (Executive -1)

4. Executive -2

5. Senior Manager

6. Manager

7. Assistant Manager

8. Officer (i, ii, iii, iv) / Management Trainee

1.2.5 Paint Industry Analysis

National Paint Market

Bangladesh paint market had been experiencing a good growth of 8-10% per

annum consistently in the late 90s mainly because of a boom in real estate

development which now seems to have reached a saturation point. Since 1995, the

growth in our paint market has been declining to an estimated rate of 3-4% p.a. and

the trend reveals a point of no growth-foreseen for 2003, there should have a

precautionary signal for further newer investment in this sector. According to the

cement manufacturers of Bangladesh, the cement market is also growing at around

4% p.a., which correlates quite well with our paint market growth data.

A market growth trend analysis for Bangladesh during 1995-2001 is furnished

below:

Year 1995 1996 1997 1998 1999 2000 2001

Volume in ‘000 ltrs 17940 19374 21311 22590 24850 27086 28170

Growth % 11% 8% 10% 6% 10% 9% 4%

Table 1: Market growth trend analysis

The limited growth up to now in industrialization and per capita income in

Bangladesh has restricted the size of the paint market, which is currently at around Tk.

350-400 crores. However a good number of local paint manufacturing companies (40

organized and at least 50 more in the informal sector) have been operating in this small

market. Quite a few of these companies are producing paints of internationally acceptable

quality and very importantly, the installed single shift production capacity of the local

paint companies is double the present local market demand.

The paint market is still mostly concentrated in the urban areas naturally because the

number of constructions and surface areas are in huge number in the urban side. Urban

side contributes almost 80% of the national paint market. But companies are trying to

penetrate the semi urban and rural market through the economy paints. Contribution of

Urban, Semi-Urban and Rural Market in 2004 is shown in the following figure:

Figure 1 : Geographical Market Size

The paint industry can be broadly categorized into four segments: Decorative,

Industrial, Marine and Automotive paints. Industrial paints are basically specially

produced paints, which are used in two ways. Industrial paint is being used in some

industries as the raw material who are the regular consumer of such paints. The segment

uses such paint for the protective and maintenance purpose. Marine paints are produced

specially for the river and sea going vessels and the automotive paints are being used in

the automobile sector. All the rest fall in the decorative category. It covers all the paints

for the exterior and the interior surfaces of plaster, metal and wood. This is the biggest

segment of the paint industry. The category wise existing market condition is given in the

following table:

Category Value in Crore

(BDT)

Value in Million

(US $)

Volume in

Million Glns

Decorative 325-335 54.20-55.80 8.0-8.5

Industrial 38-40 6.33-6.70 0.94-1.0

Marine 19-20 3.20-3.33 0.47-0.50

Total 382-395 63.70-65.80 9.40-10.00

Table 2: Category wise paint market size in 2004

0% 10% 20% 30% 40% 50% 60% 70% 80%

Urban Semi urban Rural

The Table shows that decorative paint segment is enjoying almost 81% of the

market. The rest is being divided among all the others. It means that still decorative is the

main segment for the paint companies to operate successfully. The second significant

segment is the Industrial segment. But the marine segment is having growth now a days.

The following figure shows the segmentations of total paint market on the basis of the

value in Bangladesh.

Figure 2: Segments of Paint market

The projected broad category wise market size for 2005 is as follows:

Table 3: Projected Market Size 2005

The Table shows that Decorative segment is projected to enjoy the highest growth of

8.75% from 2004. The Marine segment is also projected as a significant segment from

the growth perspective. In this sector the projected growth is almost 8.51%. The

Segments Contribution

Decorative 0.82

Industrial 0.10

Marine 0.05

Automotive 0.03

82%

10%

5% 3% DecorativeIndustrial

MarineAutomotive

Category Value in Crore (Tk)

Value in Million US $

Volume in Million Glns

Volume in Metric Tons

Decorative 354-365 58.03-59.82 8.7-9.3 39,900-42,500

Industrial 41-44 6.79-7.14 1.0-1.15 4,586-5,050

Marine 21-22 3.39-3.57 0.51-0.55 2,340-2,450

Total 416-430 68.21-70.53 10.2-11.0 46,781-50,000

Industrial segment’s projected growth is around 6.38%. The total growth of the paint

market from 2004 to 2005 is 8.51%.

The decorative paint market can be categorized into three segments based on the

ingredients used in the production process: solvent based paints, water based paints and

cement paints. The solvent based category includes gloss coatings, varnishes, primers and

others and the water based paint category includes distemper, interior as well as exterior

emulsions. The detail category wise contribution of the major decorative paints in 2004 is

given below:

Table 4: Category contribution by Volume & Value

The Table shows that Gloss Coatings contribute almost half of the decorative paint

contribution. The Distemper, Cement Coatings and interior emulsions are also

contributing significantly.

CategoryCategory

Contribution (Volume wise)

Category Contribution (Value wise)

Exterior Emulsion 1.98% 3.22%Interior Emulsion 13.00% 16.92%Distemper 19.28% 13.00%Gloss Coatings 42.21% 52.40%Cement Coating 14.76% 7.30%Aluminium Paint 1.32% 1.53%Gloss Primers 1.49% 1.55%Wall Primers 1.76% 2.26%Thinner 3.97% 1.67%Others 0.23% 0.15%Total 100.00% 100.00%

Market Share Analysis

At present Bangladesh paint industry has 6 companies who have significant market

share. Berger Paints Bangladesh Ltd. is operating as the market leader and enjoying

almost 45% of national paint market share. The nearest competitor is Sagar Chemical and

Paint Industry Ltd. who resides far below the market leader in aspect of market share.

The following Table shows the present market share of different companies in paint

industry of Bangladesh:

Figure 3: Market share of different companies

The Table shows that Sagar Chemical and Paint Industry Ltd, who are mostly known

a Romana Paints manufacturer, enjoying a market share of 13.6% and Elite Paint’s

market share is 6.8%. A very mentionable point about the national market share of

different companies is, recently the market share of the local companies are declining

Companies Market share

BPBL 44.7%

Sagar Chemical &

Paint Ind. Ltd.

13.6%

Elite 6.8%

Asian 4.2%

Pailac 5.9%

Roxy 4.8%

Moon Star Paint

Chemical Ind.

3.7%

Others 16.3%

Total 100%

Moon Star Paint Chemical Ind.

BPBL Sagar Chemical & Paint Ind. Ltd.Elite AsianPailac Roxy

Others

whereas the market share of Berger Paints Bangladesh Ltd. is increasing. Added here,

very recently a giant India based multinational paint company ‘ Asian Paints’ has entered

into this market under joint venture investment with Confidence cement Inc Ltd. Another

local company ‘Aqua’ has launched recently. Asian Paints’ market share in 2004 is 4.2%.

though the share is not very high but being new entrant their growth is significant. The

market share of the major paint category are given below:

Gloss Coatings Market share

Gloss coating category paints are solvent based paints. This is the major segment of

the total paint industry. It contributes almost 42% of the total decorative paint. Here also

the major player is the market leader of the paint industry Berger Paints Bangladesh Ltd.

The market scenario of the gloss coatings is:

Table 5: Market Share of Gloss Coatings

The Table shows that BPBL is holding almost 25% gloss coating market share. The

nearest contributor of BPBL is Sagar Chemical and Paint Industry Ltd. Their market

2003(Jan-Dec)

2004(Jan-Dec)

Berger Paints Bangladesh Limited 23.9 25.0 1.1Sagar Chemical & Paint Industries Ltd 15.4 14.8 -0.6Elite Paint & Chemical Ind. Limited 6.2 7.0 0.8Asian Paints 0.8 2.7 1.9

CompanyMarket Share

Variance%

share is 14.8%. But their market share has declined from 2003. All other major player are

enjoying higher market share than 2003.

Interior Emulsion Market share

The market scenario of the Interior Emulsion in 2004 is very contrasting. The market

leader Berger Paints Bangladesh Ltd. is holding almost 60% of the total interior

emulsion market. But BPBL lost 1.2% market share in comparison to 2003. The

following Table shows the share of the interior emulsion by major companies:

Table 6: Market Share of Interior Emulsion

The nearest market share holder of the BPBL is Sagar Chemical & Paint Industry

Ltd. Their brand Romana is enjoying higher market share than 2003. In 2004 their market

share is 12.1% and the growth is 3.2%.

Exterior Emulsion Market share

The exterior emulsion market is similar to the interior emulsion market. In this

segment of Paint the market leader BPBL is occupying almost 82% of the total market

share. The following table shows the market share of 2004.

2003(Jan-Dec)

2004(Jan-Dc)

Berger Paints Bangladesh Limited 61.5 60.3 -1.2Sagar Chemical & Paint Industries Ltd 8.9 12.1 3.2Elite Paint & Chemical Ind. Limited 8.9 7.9 -1.0Asian Paints 1.6 6.0 4.4

CompanyMarket Share

Variance%

2003(Jan-Dec)

2004(Jan-Dec)

Berger Paints Bangladesh Limited 75.1 82.2 7.1Sagar Chemical & Paint Industries Ltd 1.1 1.2 0.1Elite Paint & Chemical Ind. Limited 17.0 6.3 -10.7Asian Paints 1.3 7.4 6.1

CompanyMarket Share

Variance%

Table 7: Market Share of Exterior Emulsion

The Table shows that BPBL is enjoying 7.1% positive growth from 2003 to 2004

whereas Elite Paint lost 10.7% of their market share. The domination of BPBL in this

segment is very obvious.

Distemper Market share

The Distemper market is reasonably more settled than other. Here no particular

company is enjoying half of the market share. The market leader BPBL is enjoying

almost 43% market share.

Table 8: Market Share of Distemper

The Table shows that the multi national companies are enjoying growth of the

market share. The local companies are rather loosing their existing market share. Both

Berger and Asian are enjoying almost 3.5%growth than the previous year.

2003(Jan-Dec)

2004(Jan-Dec)

Berger Paints Bangladesh Limited 39.3 42.9 3.6Sagar Chemical & Paint Industries Ltd 14.2 12.0 -2.2Elite Paint & Chemical Ind. Limited 7.8 7.8 0.0Asian Paints 2.1 5.6 3.5

CompanyMarket Share

Variance%

Cement Coatings Market share

The market share of the cement coating is also dominated by the market leader.

Berger is enjoying 63% of the total cement coating market share. The nearest market

share holder is Snowcem Bangladesh Ltd. Their present market share is 16.1%. The

following Table is portraying the scenario of the cement coatings of Bangladesh:

Table 9: Market Share of Cement Coatings

The Table shows that the domination of the market leader has increased from year

2003 to 2004 whereas the local companies have lost their little market share.

1.2.6 Distribution Coverage Analysis – Major Companies

The distribution reach of the company is set basically on the three broad categories:

Urban, Semi Urban and Rural. The distribution reach is determined without considering

In all the three categories Berger the market leader still maintaining more than 50%

distribution coverage. The standing of the major companies on the basis of the

distribution reach is given below:

2003(Jan-Dec)

2004(Jan-Dec)

Berger Paints Bangladesh Limited 61.9 63.0 1.1Snow cem Bangladesh Ltd. 16.5 16.1 -0.4Sagar Chemical & Paint Industries Ltd 13.2 12.3 -0.9Pailac Paint & Chemical Company (PVT) Ltd. 3.2 3.1 -0.1Asian Paints 1.2 1.4 0.2

CompanyMarket Share

Variance%

Urban Semi Urban Rural National

Berger Paints Bangladesh Limited 65.9 62.4 54.9 63.2

Sagar Chemical & Paint Industries Ltd 56.3 61.8 56.0 57.2

Roxy Paints Limited 39.6 40.0 32.1 38.3

Pailac Paint & Chemical Company (PVT) Ltd. 33.2 35.2 37.0 34.2

Elite Paint & Chemical Ind Limited 37.4 28.5 15.2 31.6

Distribution Reach %Company

Table 10: Distribution Coverage of Major companies

The Table shows that Berger’s strength is in the urban and the semi urban areas. In

these parts of the markets Berger reaches almost 35% of the outlets whereas in rural part

of the market they can improve their reach in great extent. In rural part Berger is yet to

explore the 45% of the outlet. Other than Sagar Chemical & Paint Industry all the local

paint companies are relatively strong in the semi urban and rural areas.

1.2.7 Sales Trend

The sales trend of six years till 2004 is given in the following graph:

Figure 4: Sales Trend Analysis

Sales Trend(In Value, Million US$)

0.00

5.00

10.00

15.00

20.00

25.00

30.00

Value 15.85 18.96 21.46 22.17 24.86 28.15

Growth % 19.58% 13.19% 3.33% 12.12% 13.25%

1999 2000 2001 2002 2003 2004

The graph shows that the sale is always in the positive growth. The growth is

accelerated from 2004 and in last two years it achieves more than 12%growth. By value

the sales in 2004 is almost double of the sales of year 1999.

Preparing Marketing Mix

Market Segmentation

For segmenting total paint market, Berger uses more than one basis. Initially, total

business of the Co. is segmented on the basis of customer types. Berger segments total

market as Decorative, Industrial & Marine. Then, Decorative group is further segmented

on the basis of surface types- wooden, metal & concrete. Again, sub-class of the total

paint market is sliced on the basis of Internal & External surface category. At the last

step, price segmentation is used to create a number of small niches– Premium, Regular &

Economy- in the market.

Product

Berger is committed to offer quality products that satisfy consumers’ ultimate desires

from paints with the help of state-of–art technology. Berger always believes in one step

ahead in offering new product to create more value for customers’ money. Berger

outsmarts other competitors of the market through its one step ahead policy and

innovative market offers. Berger is trying to fill up all holes of the market through

offering a wide range of products to meet the needs (Premium to Economy Paints) of

different types of users and to solve the different types of functional requirements

(Industrial, Decorative & Marine). Berger Bangladesh offers approximately 600 SKU

including variations within basic product groups. Due to shift in market growth trends

Berger is trying to establish itself in the economy segment of the paint market.

Price

Generally Berger follows cost based pricing method. After calculation of the total

manufacturing cost (Direct & Indirect RM cost, Direct & Indirect Labor cost and

Manufacturing overhead cost) and adds 20% GP to get the price point of the product. But

this is not the rule of thumb in pricing the Berger products. Competitor based pricing

policy is also followed as well because of the increased competition in the paint market.

Place/Distribution

Berger follows the direct distribution policy to make the paints available in the

market. Berger distributes paints through its own sales force. Distribution activities of

Berger in all over Bangladesh are covered by 7 (Seven) strategic depots. *One level,

mainly, and *two level-channel, to some cases, are used by the Berger Paints for

Decorative products. Zero level channel, personal selling, is also used for grasping the

project offers.

SALES DEPOT OF BERGER

CUSTOMERS DEALERS DEALERS

Figure 5: Channel level

In one level channel, Berger’s sales force delivers paints to the dealers from where

ultimate users purchase paints. In the two-level channel, some major dealers dominate the

paint market in the region where they are located. Small dealers collect paints from the

large-scale dealers. Ultimate users buy paints from these small dealers.

Promotion/Communication Mix

Advertising

Electronic media: Paints of Berger are promoted in the market through electronic media

mainly in BTV and Cable Channels. Through these ads not only the overall Berger

products are offered but also the individual brands are promoted. Through radio Berger is

trying to reach those potential targets that are not easily reachable by the BTV or

Satellite.

Print Media: During daytime mostly in the office market potentials have little

opportunity to go through the electronic media. Rather, they are used to go through the

newspapers, magazines and other periodical publications. So Berger has taken the

initiatives to attract people’s attention through print media to some extent. Moreover,

brochures, shade cards and other paint related information in printed form are delivered

to the dealers, potential customers, painters and other targeted potentials to make them

interested /more interested toward Berger products.

Billboard: Berger efforts also move to grasp the potentials’ attention and to increase the

frequency of exposure toward Berger products while they are on the way to their

destinations.

Sales Promotion

Berger offers different types of incentives for consumers and traders of the paint

market. Trade promotion occurs more frequently than consumer promotion. Because,

success in this market highly depends on the traders involved channeling the paints from

producers to consumers. Traders are highly influential in the market because of long

purchase cycle time (app. 3 years) of paints, technical aspects of the paints & etc. Shop

boys are also included within the discursion of traders. Moreover, painters, end user of

paint, play important roles in purchase decision of the paint. So, Berger offers incentive

to create a favorable attitude towards the paints of Berger. Incentives offered to different

groups that have impact on paint purchase decision by Berger to stimulate sales are

discussed below:

With a view to boost up sales various gift items are offered to consumers for buying

Berger paints. Sometimes, gifts are offered for buying more volume.

In the decorative business category paints are offered to the dealers at 5% discount

on MRP of the all products.

Dealers of all over the country except Dhaka & Chittagong are entitled to enjoy 30

days credit facility provided that these dealers are registered. Dealers of these two

areas enjoy the credit facility of 37 days for all products of the Co.

For creating a loyal, motivated dealer group Berger arranges dealers meet in which

some exclusive dealers are invited for 3 / 4 days to visit an exclusive location. And

the total program is sponsored by Berger paints.

For selling more Berger products a turnover incentive is offered to them.

If dealers buy more than a specified volume in one invoice they are rewarded with

exemption of certain percentage on total monetary value of invoice. The amount

exempted is deducted during the cash payment of amount due to him or at the time

next time purchase.

Each registered dealers of Berger has to achieve a yearly sales target set by Berger to

enjoy TOC (Turnover Commission), a percentage on total yearly sales.

Berger facilitates the dealers with a signboard displaying the identity of the outlet.

To create a shop boys’ favorable attitude towards Berger products, cash incentives are

offered to them.

To increase the sales of the company’s paints attempt is taken by Berger to create a

loyal painter group who will favor the Berger paints through offering cash coin within

the containers of paint.

To collect the orders from projects sales force visits different newly constructed

projects.

Publicity:

• Young Painters Art competition

• Young Architects’ Award

• Sponsoring Delta Break Housing Fair

Public Relations:

• Sales personnel’s visit to dealer

• Communicate with the initiators of different projects.

• Prolink division of Marketing Department communicates with various groups

(engineers, architect and etc.) related with paint business. Generating consumer

pools for sales.

1.3 COLOR BANK AT A GLANCE

Berger Color Bank introduces the global way to paint with an unlimited choice of

shades to match customers’ taste-instantly. Color Bank is a new venture of Berger Paints

started by Mr. R. R. Khan, Décor manager of Berger Paints Home Décor, in 1997. The

basic concept behind launching Color Bank was to reduce SKU’s and provide a variety of

shades. Berger Color Bank can provide any shade, from a dark color to light colors in just

5 minutes.

Berger Color Bank uses superior imported colorants and the world renowned tinting

technology of Italtinto, Italy. Berger Color Bank has an unique Tintovision software

which allows customers to see infinite color combinations on the screen of the computer.

Products of Color Bank includes:

Robbialac Plastic Emulsion Classic

Robbialac SPD Super

Weather Coat Smooth Classic

Robbialac Synthetic Enamel Gold

Luxury Silk Splendour

Robbialac Easy Clean

Robbialac Pearl Lustre Finish

Woodkeeper Finesse

1.4 COMPETITOR ANALYSIS OF COLOR BANK

The only competitor facing Berger Color Bank is Asian Paints Color World. At

the moment, the advantage Berger is experiencing is the generic nature of Color Bank,

similar to what Honda has been able to, as in being successful in making Honda a generic

name for all motor cycles. Through survey, the most common finding was that when

people generally visit Asian paints store, they refer to the Color World option as Color

Bank. Store owners in the Color World outlets are in constant challenge in attempting to

fix such a generic word of the market.

This competitive analysis identifies:

• The primary competitor (Asian Color World)

• Their objectives and reaction patterns

• The market leader strategies to be followed.

Threat of new entrants

Low (except for Asian Color World, no other

competitor)

The above table describes the Porter’s five forces competitive model. Each of the five

factors is explained below in details.

• Threat of new entrants – The threat of new entrants is relatively low, as Asian

Color World is the only competitor for Berger Color Bank.

• Threat of rivalry – Asian Color World is an aggressive competitor. It already has

six outlets all over the city, and has already captured the Uttara market with 2

outlets, whereas Berger Color Bank has only one outlet in Uttara. However, they

do not have as many outlets as Berger Color Bank. Berger Color Bank has 17

outlets in Dhaka, and numerous outlets outside the city. Thus the threat of rivalry

is low.

• Threat of substitutes- It is low as Asian Color World is the only substitute and

they are new in the market. However, during surveying the architects, there has

been word in the market that Elite Paints have similar color variety, and is

providing numerous shades. They have not started dealing in retails outlets yet.

• Threat of supplier power- It is low as Berger Color Bank has their own Research

and Development unit, and raw materials are flown in from abroad.

Rivalry Aggressive

Not numerous Color Bank – 17 outlets

Color World – 6 outlets

Threat of supplier power

Low Has their own

R&D

Threat of buyer power

Low

Threat of substitutes

Low Color World is new

Figure 6: Michael Porter’s competitive forces analysis for Berger Color Bank

• Threat of buyer power- It is low as switching cost is moderate in terms of

company reputation, quality, and 3000 more shade availability.

Objectives of the competitor

Asian Color World is a division of a larger company, Asian Paints. Although one

useful assumption is that competitors strive to maximize profit, the parent company is

running it for growth.

Reaction patterns

Different companies react differently to competitive assaults. Some are slow to

respond, others respond only to certain types of attacks. According to Henderson, much

depends on the industry’s “competitive equilibrium”. He says that:

• If competitors are nearly identical and their living in the same way, then their

competition equilibrium is unstable. If Asian Color World addresses a price cut,

then equilibrium will be upset.

• If a single major factor is the critical factor, then the competitive equilibrium is

unstable. Berger Color Bank is a relatively old concern and has been in the

market for the last eight years dated 1998. The nature of existence of Berger in

the paint industry for over a decade has achieved a cost breakthrough through

economies of scale, and experience. In such a scenario, Berger Color World can

cut price and win market share experience at the expense of Asian Color World.

This would create competitive equilibrium instability and prove an advantage for

Berger.

Market-leader strategies

Many industries contain one firm that is acknowledged market leader. Berger Color

Bank has the largest market share in the relevant product market. Remaining number one

calls for actions on three fronts. First, Berger must find ways to expand total market

demand. Second, they need to protect its current market share through good defensive

and offensive actions. Third, Berger can try to increase its market share, even if market

size remains constant.

Expanding the total market share

New users- Every product has the potential to attract buyers who are unaware of

the product or who are resisting it because of price. Berger can search for new

user among three groups: those who might use it but do not (market-penetration),

those who have never used it (new-market segment strategy), or those who live

elsewhere (geographical-expansion strategy)

More usage- A third marketing strategy is to convince people to use more product

per use occasion.

Defending market share

At the moment, Berger Color Bank is not facing as much competition from Asian

Color World. But in the near future, if it does so, Berger can adopt the position

defense and flank defense strategies. Position defense strategy would mean that

Berger build a superior brand power and make the brand almost impregnable.

Berger Color Bank already has an advantage of Color World with the availability

of shades. Color Bank is providing almost 3000 shades more than Color World.

Introducing color recognition software would increase the availability to much

more.

In a flank defense strategy, Berger should erect outpost to protect a weak front or

possibly serve as an invasion base for counterattack. Berger can increase price by

Tk. 1 on one of its most purchased brand, like Weathercoat exterior. They could

then use the increased revenue from the regular product and use it for advertising

Color World products.

Expanding the market share

The actual market share of Color Bank product is yet to be estimated. The

percentage of market share by Asian Color World is unknown to the researcher. A

study by the Strategic planning institute (called Profit Impact of Market Strategy,

or PIMS) found that a company’s profitability, measured by pretax return on

investment (ROI), rises with its relative market share of its served market.

1.5 PROBLEM DEFINITION

Management Problem:

Satisfying customers are the only way to stay competitive in today's marketplace.

The balancing act between what customers want and what company can provide must be

optimized in order to maximize company’s long-term profits. Berger Paints Bangladesh

Ltd already is in a good position in the consumer mind but by understanding the customer

satisfaction level, it will help the company to exceed the present level of customer

satisfaction. The management currently has a lack of knowledge of the customer

satisfaction level of Color Bank users, and how to improve the level of customer

satisfaction.

Research problem:

This research would investigate the level of customer satisfaction level of Color

Bank users and what are the different influencing parties (architects, developers, painters

and dealers). On assessing the level of customer satisfaction, what marketing tools, like

promotional efforts and other marketing efforts, are necessary to improve the customer

satisfaction level.

1.6 RESEARCH OBJECTIVES

1.6.1 Broad objective:

To assess and find out whether the customers are satisfied (to what extent) with the

product or services of Color Bank.

1.6.2 Specific objective:

• Whether the customer are loyal to buy Berger Color Bank product.

• Whether Color Bank can build the relationship with the target customer and the

dealer through their products.

• Whether Color Bank can build the relationship with the target customer and the

specifiers through their products.

• Whether Color Bank can build the relationship with the target customer and the

painters through their products.

• Find out the source of information.

• Find out the customer satisfaction level in consideration to the product quality.

• Find out the customer satisfaction level in consideration to the service of Berger

Color Bank.

• Whether Berger can create awareness in the consumer mind.

• Whether the dealer can penetrate in the market for Berger Color Bank products.

• Whether the dealer are capable of maintaining the relationship with the target

customer.

• Whether specifiers (architects, developers, painters) can create awareness for

Berger Color Bank product in the consumer mind.

1.7 SCOPE OF THE REPORT

1.7.1 Geographic Scope:

The researcher will be focusing on the customer satisfaction level for Berger Color

Bank products (to what extent they are satisfied) concentrating Dhaka city. To make this

survey more extensive, the researcher divides Dhaka city into some group (based on

locality).

Population Area of a Dhaka City

Consumer Banani,Gulshan,Baridhara,Uttara,Fakirapul,

Kodomtoli,Purana paltan,Dhanmondi, Mohammadpur,Shantinagar,Shamoli,Kakrail,Niketon,

Dealer Moghbazar,Gulshan-2,Malibagh,,Chowdhurypara,

Mirpur-10,Uttara,Mirpur road opposite side of Dhaka college,Banani,

Architects Dilkusha,Malibagh Chowdhury ,Uttara

Mohakhali,Gulshan,Banani,Mohammadpur Lalmatia,Eastern Plaza, Sonargaon Road

Dhanmondi,Indira Road. Developer Gulshan,Dhanmondi,Panthapath. Painters

1.7.2 Technical Scope:

The researcher will consider the knowledgeable respondents, basically who make the

purchase decision within Dhaka city. For that reason we divided the total population in to

some group.

• The knowledgeable respondents.

• Dealer’s

• Painters.

• Expertise (Arechitechs,Engineers)

1.8 LIMITATIONS

This present study is limited by a number of factors.

• The sample population is limited in terms of its range and composition.

• Non response error – this type of error occurs when the researcher cannot

locate the pre-designated sample element to be studied. Two sample element

were out of reach and inaccessible. Their address could not be found in the

customer database, and also they did not receive phone calls. Sample

substitution could not be possible as the sampling frame was limited.

• The research was limited by time and cost.

Chapter 2

Methodology

2.1 RESEARCH DESIGN

2.1.1 Type of research

The task of business research is to generate accurate information for use in decision

making. Business research is defined as the systematic and objective process of

gathering, recording, and analyzing data for aid in making business decisions. There are

two types of research.

Basic research is intended to expand the boundaries of knowledge itself or verify

the acceptability of a given theory.

Applied research is conducted when a decision must be made about a specific real-

life problem. Applied research encompasses those studies undertaken to answer questions

about specific problems or to make decisions about a particular course of action or

policy.

This research type is basic research as we are trying to expand our boundaries of

knowledge of the level of customer satisfaction of Color Bank users.

2.1.2 Nature of research

When a researcher has a limited amount of experience with or knowledge about a

research issue, exploratory research is a useful preliminary step that helps ensure that a

more rigorous, more conclusive future study will not begin with an inadequate

understanding of the nature of the management problem. The purpose of an exploratory

research is intertwined with the need for a clear and precise statement of the recognized

problem. Exploratory research has two interrelated purposes, to diagnose a situation and

discover new ideas. Much, but certainly not all, exploratory research provides qualitative

data.

This research is a qualitative exploratory research, as it is an initial research

conducted to clarify and define the nature of a problem. It is qualitative as the results of

this research focuses on words and observations, instead of numbers and mathematical

analysis.

2.2 RESEARCH STRUCTURE

2.2.1 Type of data

This research will not be focusing on any secondary data, as no such preview

research has been conducted in context of Berger Paint Color Bank. This research will

work with only primary data.

2.2.2 Data collection procedure

There are three types of method, survey, observation and experiment. Data is

collected through survey method. For the survey method, the researcher will use

unstructured personal interview. A questionnaire is kept in hand of the interviewer to aid

the interview process. A personal interview is a form of direct communication in which

an interviewer asks respondents questions in a face-to-face situation. There are several

advantages of personal interviews.

• Probing complex answers.

• The opportunity for feedback.

• High participation.

• Item non-response – the technical term for an unanswered question on an

otherwise complete questionnaire.

2.3 SAMPLING PLAN

The sampling technique is a cross-sectional study as the data is collected at a single

point in time.

2.3.1 Target population

The user of Color Bank in the geographical base of Dhaka city

2.3.2 Sampling Frame

• List of household (Customers who have used Color Bank) of Dhaka city. This

will be provided from Berger Paint Home Décor.

• List of architects, dealers and developers of Dhaka city, which will be provided

by Berger Paints.

• There is no such sampling frame for painters.

2.3.3 Sample unit

Sampling unit consist of the respondents. For that reason we divided the total

population in to some group.

• The knowledgeable respondents.

Higher Upper class.

Upper Class.

Upper Middle Class

• Dealer’s

• Painters.

• Expertise (Architects, Engineers).

2.3.4 Sampling technique

The sampling will be non-probability quota sampling. In quota sampling, the

researcher tries to classify population by pertinent properties, determining desired

proportion of sample from each class.

2.3.5 Sample size

We are considering the knowledgeable respondents basically who make the purchase

decision for (Berger Color Bank) within Dhaka city. For that reason we have divided the

total population in to some group.

• The knowledgeable respondents.

Higher Upper class.

Upper Class.

Upper Middle Class.

• Dealer’s

• Painters.

• Expertise (Architects, Engineers)

Dealers

The total number of Berger paints Color Bank dealer is 17. As advised by Berger

Paints, 60% of the sampling frame will be sufficient to fully cover the dealers of Dhaka

city. The detail of the area wise distribution of dealers is given below. We have selected

the 10 dealers based on judgment.

Sl no. Area Number

1 Moghbazar 1

2 Gulshan-2 1

3 Uttara 1

4 Mirpur 3

5 Banani 2

6 Narayanganj 1

7 Sonargong 1

Total 10

Sample Size for the Dealers: 10

The detail addresses and other required information regarding dealers is provide by

Berger Paints Bangladesh limited. It is expected and assumed that 4 interviews can be

done in one day. So within 3 days we can cover all the dealers.

Architects

The list of architect was given to the researcher by Berger Paints. Out of the 33

architects, 60% of the sampling frame was considered, ie 20. The detail of the area wise

distribution is given below. The 20 architects were selected based on judgment.

Area Name Number

Dhanmondi Ar. Nahas Ahmed Khalil , Ar. Shaila Joarder Ar. Nishat Afrose Ar. Enamul Karim Nirjhar Ar. Dewan Shamsul Arif

5

Banani Ar. Riad Rouf, Ar. Tarique Hasan Ar. Arifur Rahman Ar. Rizwana

4

Gulshan Ar. Md. Arefeen Ibrahim

Ar. Nusrat Jahan

2

Uttara Ar. Samia Latif,Uttara Ar. Sayeda Sultana ,Uttara Ar. Syed Safiullah,Uttara Ar. Karuzzaman Khan Apu,Uttara

4

Moghbazar,

Malibagh,Dilkusha

Ar. Mainul Quader Tito Ar. Mahbuba Haque Shikha Ar. Farzana Rahman (Rita)

3

PWD Ar. Farukul Islam Ar. Golam Nasir

2

Total 20

Sample Size for the Architects: 20

Developers

As we are considering only Dhaka city, five developers were selected for data

collection based on judgment.

Sl No. Name & Area Number

Dhanmondi

Panthapath

Alien Properties

Assurance Development

Urban Design & Development

Sheltech LTD

4

Gulshan Asset Development

Holdings LTD

1

Total 5

Sample Size for the Developers: 5

Customers

The list of customers was given to the researcher by Berger Paints. Out of the 43

customers list of Color Bank users, 60% of the sampling frame is 26. However, 26 of the

respondents in the list were previously interviewed. The remaining 17 respondents is

considered the sample size for customers. Out of judgment, the researcher has included 4

more customers of Color Bank in increase the sample size. The detail of the area wise

distribution is given below.

Sl. No Area Number

1 Uttara 1

2 Gulshan, Banani, Niketon

Baridhara, Mohakhali DOHS

9

3 Pura Paltan, SHantinagar, Kakrail,

Fakirapul, Siddeshwari

7

4 Shymoli 1

5 Dhanmondi, Mohammadpur, Lalmatia 5

Total 23

Sample Size for the Customers: 23

Painters

The sample size of the painters is 5. The painters were selected on a judgment basis,

by understanding the experience level of painters.

2.4 SAMPLE CHARACTERISTICS

2.5 PRE-TESTS

Pre-tests are trial runs with a group of respondents for the purpose of detecting

problems in questionnaire instruction or design. Pre-testing was done with 2 customers

and 2 architects, and the questionnaire re-modified. The re-modified questionnaire was

asked for approval from Berger Paints. Berger Paints approved the re-modified

questionnaires.

Demographic

Age 30-40, 41-50

Occupation Businessman, Managers, homemakers,

Architects, Engineers, Painters, Officials

Social Class Upper class, upper middle class

Behavioral

User status Regular user, first time users

Loyalty status Medium, strong

Readiness stage Aware, informed, interested,

Chapter 3

Results

3.1 DEALERS

Dealers inspiration to deal with Color Bank

others

ABCD

Variety of Color-A

Figure 1: Dealers inspiration to Deal Color Bank

Berger Paints Bangladesh has introduced a new era in the painting world. As the

market is dynamic and very much unique in nature, consumers are very much attracted

by Color Bank option as they can get any desired color within 5 minute. Here we try to

find out the factors that inspire the dealers to deal with Color Bank. From the above chart

we can see that:

• 40% of the total respondents are attracted by Variety of Color, Demand, Quality,

and Goodwill.

• 40% are attracted by the profitability, uniqueness of Color Bank option.

Satisfied Partially satisfied Dissatisfied Satisfaction with Color Bank √ Satisfaction with product √ Satisfaction with service √ Overall satisfaction √ Level of interaction with client Should be better

Table 1: Overall view of Dealers

ABCD = Variety of

Color, Demand,

Quality, Goodwill

Others = profitability,

uniqueness.

The above table clearly shows a summary of the satisfaction level of dealers with

Berger Color Bank. The detailed analysis below will be sorted in the above mentioned

category.

3.1.1 Findings and analysis

Satisfaction with Color Bank system

Dealer’s satisfaction on CB system

Frequency Percent Valid Percent

Valid Yes 9 90 100

No 1 10

Total 10 100

Dealers satisfaction on Color Bank

no

yes

Figure 2: Dealer satisfaction on Color Bank

This table determines how many dealers are satisfied with the Color Bank

manufacturing process and their frequency of satisfaction regarding the Color Bank

process. From the above table we find that about 90% of the total population is very

much satisfied with the Color Bank manufacturing process.

Satisfaction with product

Figure 3: Commonly purchased brand

This table shows us which product has more demand in the market. Here we find

that Robbialac Plastic Emulsion Classic and Weathercoat Smooth Classic have high

demand in the market.

Here RPEC = Robbialac Plastic Emulsion Classic.

WKE = Weathercoat Smooth Classic.

Table 2: Cross tabulation table for Dealer's satisfaction level on Color Bank product & service and Dealer's Inspiration about Color Bank.

Dealer's Inspiration about CB

Variety of

Color ABCDothers

Total

Count 1 1 2Hi Satisfy

% of Total 10.0% 10.0% 20.0%

Count 1 4 2 7Satisfy

% of Total 10.0% 40.0% 20.0% 70.0%

Count 1 1

Dealer's satisfaction level on CB products & services

Dissatisfy % of Total 10.0% 10.0%

Count 2 4 4 10Total

% of Total 20.0% 40.0% 40.0% 100.0%

In the case of Dealer’s inspiration and Dealer’s satisfaction: 20% of the dealer’s

are highly satisfied with variety of color and availability of Color Bank base. 40 % of

the dealers are satisfied with variety of color, Demand, Quality, Goodwill of Color Bank

Product and service. On the other hand we observe that 10 % of the dealers are

dissatisfied with the unavailability of Color Bank bases, shade card, high price of Color

Bank product.

• They keep this Color Bank option in their outlet as it is profitable for them.

• It has huge demand in the consumer mind.

• More over through Color Bank consumer can get their desire color so they have to

keep the Color Bank option in their store.

Satisfaction with service

Table 3: Cross tabulation table for Dealer's satisfaction level on CB product & service

and Dealer's expectation on Color Bank shades

Color Bank give desired color

yes others Total

Count 2 0 2 Hi Satisfy

% of Total 20.00% 0.00% 20.00%

Count 6 1 7 Satisfy % of

Total 60.00% 10.00% 70.00%

Count 0 1 1

Your expectation about Color

Bank product and service is satisfactory

Dissatisfy % of Total 0.00% 10.00% 10.00%

Count 8 2 10 Total % of

Total 80.00% 20.00% 100.00%

In the case of Dealer’s Satisfaction and Dealer's expectation on Color Bank

shades 20 % of the dealers said yes and they are highly satisfied with the Color Bank

shades and 60% of the Dealers told that they are satisfied but sometimes the base and

shade cards are not available.

The table below shows the following about the satisfaction as a product of

expectation about Color Bank product and service and the dealer's satisfaction on Berger

Paints employee’s behavior if color quality is not up to the mark:

• Highly Satisfied – 20% of the dealers

• Satisfied – 70% are satisfied

• Others – 10% of the dealers. They are unhappy as they do not receive timely

response from Color Bank when they request for Color Bank base, Shade Card

Table 4: Cross tabulation table for Dealer's satisfaction level on CB product & service and Dealer's satisfaction on Berger Paints employees behavior

Dealer's satisfaction on Berger Paints employee’s behavior if color quality is

not up to the mark Yes others Total

Count 2 0 2 Hi Satisfy

% of Total 20.00% 0.00% 20.00% Count 7 0 7

Satisfy % of Total 70.00% 0.00% 70.00% Count 0 1 1

Your expectation about Color Bank product and service is satisfactory Dissatisfy

% of Total 0.00% 10.00% 10.00% Count 9 1 10

Total % of Total 90.00% 10.00% 100.00%

Overall Satisfaction

Customer satisfaction level

according to Dealers

70.0%

30.0%

Satisfy

Hi Satisfy

Dealers overall satisfaction

10.0%

70.0%

20.0%

Dissatisfy

Satisfy

Hi Satisfy

Figure 4: Dealers overall evaluation

The above two pie charts clearly explains to overall satisfaction level of dealers

and the customer satisfaction level from the dealers point of view. We can see that 20%

of the dealers are highly satisfied, and 70% of the dealers are satisfied with the overall

product and service of Color Bank. Only 10% of the dealers are not satisfied with the

service of Color Bank, as they believe that they are not receiving proper financial

assistance.

The other pie chart shows the level of customer satisfaction from the dealers’

point of view. Dealers feel that 30% of the customers are highly satisfied and 70% of the

customers are satisfied with Color Bank. The three reason that dealers put forward are:

• The get the desired shades in less than 5 minutes.

• Huge variety of shades.

• A new concept and it is unique in nature.

3.1.2 Summary of findings

From our survey we find that Dealers are important customers of Berger Paints Color

Bank option, as they are an important buffer between the customers and Berger Paint.

From our analysis, we realized that the dealers are not proactive in making the customers

knowledgeable, as they fail to convince customers to buy Color Bank option from their

outlet. During our visit to Asma traders, one customer was asking for Color Bank option

and its features. The interviewer realized that the customer was looking for a product

which is easily washable, and Color Bank Easy Clean product was the perfect choice. But

the dealer’s approach was not enthusiastic in nature to motivate the customer to purchase

Easy Clean.

They keep this Color Bank option in their outlet as it is profitable for them. At the

same time, there is a huge demand for Color Bank products in customers’ minds.

This are the two reasons the dealers are inspired to deal with Color Bank.

According to the dealers, customers are not that much aware of the product

variety, product feature and functionality of Color Bank.

Dealer’s are not that much happy with the financial support. Financial support

refers to extend due date, give credit facility, discounts. They want more shade

cards.

They told that competitor’s helps them more in terms financial assistance. Berger

Paints is already in a good position and they successfully can keep good relation

with the Dealer’s but their approach should be more dynamic and more prompt.

From our point of view Dealer’s play a vital role to attract consumer and they are

the one who can convince people buying behavior. During our survey in (Asma

dealer outlet) we find that a client ask for a good branded Color and he ask for

Color Bank option but the owner don’t want to motivate them to buy Color Bank

option what is

The price of an exclusive product like Color Bank is high at the moment. The

coverage and durability is higher than other products. Thus Color Bank options

are cost effective. Majority of the dealers agree with the above mentioned

statement.

Depending on the situation, the consumer purchase behavior varies. According to

the dealer’s perception, light colors are preferable for the household consumption,

and deep colors are preferable for industrial purpose.

Berger Paints should give leaflet to the customer so that consumer can get idea

about the Color Bank manufacturing process and about the products.

Color Bank product feature, attributes, uniqueness and its quality helps them to

retain their customer.

Dealers need to improve their approach in selling the Color Bank option, for

which Berger should give more emphasis towards the dealers.

Dealers are satisfied with the Color Bank process. According to the dealers,

customers are also satisfied with Color Bank. 70% dealers say that they are highly

satisfied, and 30% dealers say that customers are satisfied.

About 77.8% dealer told that Color Bank profit margin is higher than regular

product. Where 11.1% of the total dealer told that Cost of Color Bank product is

high but as the demand is more for Color Bank product in the consumer mind so it

is profitable for them.

Surface preparation is important according to the dealers, but majority of the

dealers do not inform customers of proper surface preparation. They only inform

if the customers inquire about the procedure.

Berger Paints should give leaflet to the customer so that consumer can get idea

about the Color Bank manufacturing process.

3.2 CUSTOMERS

3.2.1 Finding and analysis

Overall level of satisfaction

Overall Satisfaction level for Berger Color Bank

Frequency Percent Valid Percent

Yes 7 35 35 No 1 5 5 Yes - 90% to 100% 7 35 35 Yes - 80% to 89% 2 10 10 Yes - 70% to 79% 1 5 5 Yes - 60% to 69% 2 10 10 Total 20 100 100

Overall satisfaction level for Berger Color Bank

Yes - 60% to 69%

Yes - 70% to 79%

Yes - 80% to 89%

Yes - 90% to 100%

No

Yes

s

Here we find that about 95% of consumers are satisfied with the overall product

and service of Berger Color Bank. Only 5% of the customers are not satisfied with the

product and service of Berger Color Bank. Out of the 95%, 60% of the customers are

highly satisfied and their satisfaction level range from 60% to 100%.

Customers’ perception of Berger Frequency Percent Valid

Percent

Color Bank 7 35 35 Quality 11 55 55 Smart 1 5 5 Unique 1 5 5 Total 20 100 100

Figure 5: Overall customer satisfaction level

Customers' perceprtion of Berger

Unique

Smart

Quality

Color Bank

The researcher tried to find out the customers perception about Berger Color Bank

by using the word association technique. The researcher asked the respondents what they

think when they hear the word “Berger”. From the research findings, we find that 55%

client told about quality, 35% told about Color Bank, and 5% of them think about

uniqueness. The researcher would like to increase the 35% level of customers who

perceive Berger and only Color Bank.

Satisfaction regarding Information

This means the extent to which the customers are satisfied with the information

they receive from different sources for Color Bank. The different sources could be TV

ads, newspapers, magazines, billboards, and dealer outlet. The researcher has set this

criterion in order to have a better understanding of the pros and cons of Berger Paint’s

Figure 6: Customers perception of Color Bank

informative promotional campaign for Color Bank, and to learn the feedback of

customers. The following frequency tables established a true picture.

Are you a regular user of Berger Color Bank product?

Frequency Percent Valid Percent

Yes 16 80 80 No 4 20 20 Total 20 100 100

Here we find that 80% of the total consumers are regular user of Color Bank product.

According to them:

• They are satisfied with the quality of Color Bank product. But Berger should be

more dynamic in promoting their product.

• They should give leaflet about their product feature, usage and about the Color

Bank manufacturing process. So that they get proper knowledge on Color Bank

option.

Figure 7: Identifying frequency of use

The way client learn about Color Bank

Frequency Percent Valid Percent

TV - D 10 50 50 Others - E 1 5 5

D+E 7 35 35 B+D 1 5 5 C+D 1 5 5 Total 20 100 100

The way clients learn about Color Bank

5.0%

5.0%

35.0%

5.0%

50.0%

C+D

B+D

D+E

Others - E

TV - D

According to the clients, they are mainly attracted by the TV commercials. Other

sources the customers mentioned were relatives and Home Décor. During the interview,

the customers have included some of their views-

• They said that TV ads should be more informative and rather provide

infomercials.

• Only a mere 5% of the respondents mentioned that the telephone number given in

the advertisement is out of reach at times.

Figure 8: Source of information for clients

A = Dealers B = Painters C = Architects D = TV ads E = Others (Home décor, relatives)

Above mentioned source give you desired information

Frequency Percent Valid Percent

Yes 16 80 80 No 4 20 20 Total 20 100 100

Figure 9: Whether sources give required information

From the above graph we find that we find that 80% client told that the sources give them

right information. Overall, customers are satisfied with the sources of information.

Satisfaction regarding Job-taking

Figure 10: Ways to solve customer queries

The above chart explains the real scenario. Here we find that about 22.2% told that in

the dealer outlet there should be sufficient shade card, 11.1% told that in the outlet Berger

should keep samples for color. From our survey we get some extra view of the

consumers-

• In Home Décor the number of manpower should be more.

• Berger should give a brief idea about their product earlier.

• Berger Paints should develop a package. The package should include – purchase

of paint, decision making, providing painter, complete painting solution.

Customer would prefer this as they think it will reduce time effort from their end.

Since Berger has a good reputation in the market, they feel that the package

would reduce customer efforts. They would not mind paying a little extra.

Process of Color Bank is satisfactory

Frequency Percent Valid Percent

Yes 18 90 94.7 No 1 5 5.3 Total 19 95 100 Total 20 100

Process of Color Bank is satisfactory

No

Yes

Figure 11: Satisfaction with Color Bank process

From the survey we have computed that about 94.7% of the total consumers are

satisfied with the manufacturing process. The extra information we gathered from the

customers is that they would want the Color Bank process a bit faster in the Mirpur area

dealers shop. However, overall customers are satisfied with the job-taking. The only

improvement they would need would be a complete paint solution package.

3.2.2 Cross tabulation

Findings related to product and service

Table 5: Cross tabulation table for Customers satisfaction level on product and services & Satisfaction on Color Bank products quality

Satisfaction on Color Bank

products quality Yes No Total

Count 9 9 Highly Satisfied % of Total 0.45 0.45

Count 10 10 Satisfied % of Total 0.5 0.5

Count 1 1 Satisfaction level.

Highly dissatisfied % of Total 0.05 0.05

Count 19 1 20 Total % of Total 0.95 0.05 1

In the case of Customers overall satisfaction and satisfaction on product quality,

45 % of the customers said yes and they are highly satisfied with the Product quality. On

the other hand we observe that 50 % of the customers said yes and they are satisfied with

the product quality. We also observe that 5% said no and they are dissatisfied with the

product quality.

The reason the 5% of the respondents are dissatisfied is sated below.

• Plastic Emulsion is not appropriate for Air-conditioned room as the color texture

does not suit the environment.

Table 6: Cross tabulation table for Customer satisfaction level & satisfaction on Color Bank product and service

Color Bank product and service satisfy your

expectation

Yes No

Yes - 90% to 100%

Yes - 80% to 89%

Yes - 70% to 79%

Yes - 60% to 69% Total

Count 2 6 1 9 Highly Satisfied % of Total

10.00%

30.00%

5.00%

45.00%

Count 5 1 1 1 2 10

Satisfied % of Total 25.00

% 5.00%

5.00%

5.00%

10.00%

50.00%

Count 1 1 Satisfaction level.

Highly dissatisfied % of Total

5.00%

5.00%

Count 7 1 7 2 1 2 20

Total % of Total 35.00

% 5.00%

35.00%

10.00%

5.00%

10.00%

100.00%

In the case of Customers overall satisfaction level and satisfaction on product and

service, 10 % of the customers said yes and they are highly satisfied with the overall

product and service of Color Bank, 30% of the customer said yes and their satisfaction

level is (90-100) %, 5% of the total customer said yes and their satisfaction level is (80-

89) % so we can find that out of 100% customer 45% customer’s are highly satisfied

with Color Bank product and services.

25 % of the customers said yes and they are satisfied with the overall product and

service of Color Bank, 5% of the customer said yes and their satisfaction level is (90-100)

%, 5% of the total customer said yes and their satisfaction level is (80-89) % .5%

customers satisfaction level is (70-79) %,10% customers satisfaction level is (69-70) %

so we can find that out of 100% customer 50% customer’s are satisfied with Color Bank

product and services.

On the other hand we observe that 5% of the customers said no and they are

highly dissatisfied with the product quality. We also observe that 5% said no and they are

dissatisfied with Color Bank product and services.

This 5% customer told that they are dissatisfied and they told that-

In case of service:

• They want more man power and they must be efficient and the worker must

maintain their time.

• The phone number that is given for Home Décor service must be active every

time.

• Berger should have a contract package (paint product, manpower)

• They require a hotline customer care service. The existing Home Décor online

consultant is not reachable at all times.

• Include weekend leaflets with the newspaper.

In case of product:

• The chemical composition of the paint product is not environment friendly.

• The advertisements should be more informative. They require information

regarding the functionality of the product (bases structure, feature, manufacturing

process and about the product usage).

Table 7: Cross tabulation table for Customer satisfaction level & satisfaction on durability and coverage of Color Bank product compared to others

Durability and coverage of Berger CB compared to others

Very high High No

difference Very low Total

Count 3 4 1 8 Highly Satisfied

% of Total 16.70% 22.20% 5.60% 44.40% Count 9 9

Satisfied % of Total 50.00% 50.00% Count 1 1

Satisfaction level.

Highly dissatisfied % of Total 5.60% 5.60%

Count 3 13 1 1 18 Total

% of Total 16.70% 72.20% 5.60% 5.60% 100.00%

In the case of Customers overall satisfaction and satisfaction coverage and

durability, out of 100 %, 44.4 % of the customers said highly satisfied with the coverage

and durability of Color Bank product On the other hand we observe that 50 % of the

customers said they are satisfied and the coverage and durability of Color Bank product is

high. We also observe that 5.6% said they are highly dissatisfied with the coverage and

durability of Color Bank product is very low.

Table 8: Cross tabulation table for Customer satisfaction level & satisfaction on

durability and coverage of Color Bank product compared to others is high so it is cost effective.

Use of CB, compared to other brands is cost effective

Yes No Total

Count 9 9 Highly Satisfied % of Total 52.90% 52.90% Count 7 7 Satisfied % of Total 41.20% 41.20% Count 1 1

Satisfaction level.

Highly dissatisfied % of Total 5.90% 5.90%

Count 16 1 17 Total

% of Total 94.10% 5.90% 100.00%

In the case of Customers overall satisfaction and satisfaction coverage and

durability, out of 100 %, customer 52.9 % of the customers said yes and they are highly

satisfied with the coverage and durability of Color Bank product. On the other hand we

observe that 41.2 % of the customers are satisfied with the coverage and durability of

Color Bank product is high. We also observe that 5.9 % said no and they are highly

dissatisfied with the coverage and durability of Color Bank product is high. Thus

according to them, as the durability and coverage is high, they say that Color Bank

products are cost effective.

Table 9: Cross tabulation table for Customer satisfaction level & satisfaction on the finishing of the painting job

After the painting job is fully done, did it meet your expectation

Highly

Satisfied Satisfied Highly dissatisfied

Count 5 4 Highly Satisfied % of

Total 25.00% 20.00%

Count 2 7 Satisfied % of

Total 10.00% 35.00%

Count 1

Satisfaction level.

Highly dissatisfied % of

Total 5.00%

Count 7 11 1 Total % of

Total 35.00% 55.00% 5.00%

In the case of Customers overall satisfaction and satisfaction on the finishing of

the painting job, out of 100 %, customer 25 % highly satisfied customers are highly

satisfied with the overall painting job. 20% highly satisfied customers are satisfied with

the overall painting job. We can also see that 5% dissatisfied customers are also

dissatisfied with the overall painting job. So we can assume that finishing of painting has

a considerable effect on customer satisfaction.

3.2.3 Summary of findings

• The clients think that prices should be less.

• Berger should have a contract package (paint product, manpower)

• Some Color Bank users who have also used Berger illusions have mentioned that

Home Décor need to maintain their time. Some has mentioned that at times, due

to unavailability of bases at the dealers outlet, they have to wait a long time (7-10

days) before getting their desired shades.

• According to one client, desired color did not match the actual color. After the

painting job, the color was darker.

• Mrs. Mahfuz suggested that the chemical composition of the paint product is not

environment friendly. That is why she thinks that there is sogginess in the wall

even after a proper surface preparation.

• The advertisements should be more informative. Basically infomercial would be

better. They require information regarding the functionality of the product (bases

structure, feature, manufacturing process)

• They require a hotline customer care service. The existing Home Décor online

consultant is not reachable at all times. They would prefer something like the

Grameen Phone customer care call-center where they can call 24/7 for complete

paint solutions.

• Customers want the outlet to be more presentable.

• They require more shades, shades in between the existing shades.

• Provide gift hampers to valued customers. Some elite respondents from the

Gulshan, Banani area expressed such a desire. They say that Berger could be

doing niche marketing and target certain group of clients and give them

decorative gift hampers.

• Include weekend leaflets in more magazines.

• They require shade cards. The dealers outlet that they visit does not usually

provide them with shade cards. (details of customers visits to dealers outlet)

3.3 ARCHITECTS

Satisfaction Satisfied Dissatisfied

Information

Berger

Dealers

√

√

Job-Taking

Dealer

Berger

√

√

Product

Quality

Durability

Shades of color

Finish & Feel

√

√

√

√

Table 10: Overall view of Architects’ viewpoint of Color Bank

The table above depicts the overall summarized satisfaction of architects.

Satisfaction in information means whether or not the architects are receiving proper

information from Berger and Dealers regarding Color Bank, and after receiving, whether

or not they are satisfied with the information. Satisfaction in job-taking means that

whether or not Berger or Dealer outlets are properly handling orders for paint. Their

efficiency in handling order determines the satisfaction of Architects. Satisfaction in

product means whether or not Architects are satisfied with the product quality, durability,

shades of color, finish and feel.

3.3.1 Findings and analysis

Satisfaction regarding information

Source of information

Frequency Percent Valid Percent

PR from BP - A 12 57.1 60

TV Ads - D 3 14.3 15

Other - E 2 9.5 10

A+B+C+D 1 4.8 5

A+B 1 4.8 5

A+D 1 4.8 5

Total 20 95.2 100

Total 21 100

Here we try to find out the way they learn about Color Bank. The above table

depicts that 60% know from the PR from Berger Paints, 15% knows from the TV ads,

Here, A = PR from Berger B = Dealer C = Painters D = TV ads E = Others (relatives, friend, magazines)

rest of the 5% client knew from Painters, relatives, friend, magazines. The table below

shows whether the source of information was adequate.

Whether source of information was sufficient

Frequency Percent Valid Percent

Yes - A 17 81 85

A+C 2 9.5 10

B+C 1 4.8 5

Total 20 95.2 100

Total 21 100

Here we try to find out whether the Architects get idea about the Color Bank

manufacturing process at the first glimpse of knowledge. The above table represent that

85% Architects knew earlier at their first glimpse.

Satisfaction in Job-taking

Complain received by Berger employees

Frequency Percent Valid Percent

Yes 14 66.7 70

No 5 23.8 25

Others 1 4.8 5

Total 20 95.2 100

Total 21 100

Complain recieved by Berger

OthersNoYes

Perc

ent

80

60

40

20

0

Here we find that about 70% of the Architects are satisfied with the service of Color

Bank and 25% are not satisfied with the service. Here others mean:

• They usually don’t complain as the quality is up to the mark and they don’t have

any problem with the product.

• Sometimes Berger is not cooperative, so they don’t bother complaining.

• Even after they complained, Berger takes too much time to reply. For instance,

one such architect said that he ordered Weathercoat, and they took 7-10 days to

reply.

Relation between Berger and Architects Frequency Percent Valid

Percent Yes - Highly Satisfied 6 28.6 28.6

Yes - Satisfied 7 33.3 33.3

Yes - Indifferent 6 28.6 28.6

Yes - Dissatisfied 1 4.8 4.8

No 1 4.8 4.8

Total 21 100 100

Relation between Berger and Architects

No

Dissatisf ied

Indiffernt

Satisf ied

Highly Satisf ied

From the above graph, we find that majority of the architects are satisfied with the

level of services received from Berger Paints regarding Color Bank. Berger is

maintaining good Public Relations with all but few of the architects, which proves to be

an added effort in a good level of satisfaction from the architects end.

Architects say that they are satisfied with the way dealers and Berger carry out the

job taking. The only thing that majority of the architects mentioned was that service

could be made prompter.

Figure 12: Berger and professionals relation

Satisfaction regarding product

Color Bank system gives desired color

Frequency Percent Valid

Percent

Yes - A 15 71.4 71.4

No - B 2 9.5 9.5

A + C 3 14.3 14.3

B + C 1 4.8 4.8

Total 21 100 100

Color Bank gives desired color

B + C

A + C

No - B

Yes - A

Here we find that 71.4% of the Architects told that Color Bank gives desired color

and 14.3% told that Color Bank gives desired color but some times the color varies. Thus

we can say that satisfaction regarding shades of color is high.

Figure 13: Color Bank gives desired shade

Durability and coverage of Berger CB compared to others

Frequency Percent Valid Percent

Very High 7 33.3 33.3

High 10 47.6 47.6

No difference 4 19 19

Total 21 100 100

Here we find that 47.6% told that coverage of Color Bank product is high and

33.3% told that coverage is very high, 10% told that there is no difference between Color

Bank and others color. On average, we can draw a conclusion that architects are satisfied

with the product durability and coverage.

Figure 14: Durability of Color Bank products

Color Bank cost effective or not

Frequency Percent Valid Percent

Yes 17 81 85

No 3 14.3 15

Total 20 95.2 100

Total 21 100

Color bank cost effective or not

No

Yes

Here we find that 81% told that use of Color Bank products are cost effective and

14.3% told that use of Color Bank products is not cost effective. Cost effectiveness

comes from durability. We tried to find out whether architects think that although the

prices of Color Bank product may be higher than regular product, in the long run it

becomes cost effective as the durability and coverage is more that other products.

Figure 15: Cost effectiveness of Color Bank

3.3.2 Cross tabulation

Table 11: Cross tabulation table for Architects satisfaction level & satisfaction on the Color Bank shades

CB system give desired color

Yes - A No - B A + C B + C Total

Count 5 2 1 8 Yes - 90% to 100% % of

Total 25.00% 10.00% 5.00% 40.00%

Count 6 6 Yes - 80% to 89% % of

Total 30.00% 30.00%

Count 2 1 3 Yes - 70% to 79% % of

Total 10.00% 5.00% 15.00%

Count 1 1 1 3

Overall product and service satisfy your expectation about CB

No % of Total 5.00% 5.00% 5.00% 15.00%

Count 14 2 3 1 20 Total % of

Total 70.00% 10.00% 15.00% 5.00% 100.00%

In the case of Architects, overall satisfaction and satisfaction with Color Bank

shades: 25 % of the Architects said that Color Bank gives desired color with (90-100) %

satisfaction level. 10% of the customer told that Color Bank gives desired color but some

times color varies. 30% customer told that Color Bank gives desired color with (80-89)%

satisfaction level. On the other hand we observe that 5% told that they are not satisfied

with the Color Bank shades.

According to them:

Some times Colors vary.

Colors sometimes do not match with the shades card.

They told that “Ash” variations are there but not up to the mark.

Mauve, Pitch, and brown colors are not up to the mark.

IT- 135, &IT-301 doesn’t match with the shade card.

In Weather Coat Yellow color is not up to the mark.

Table 12: Cross tabulation table for Architects satisfaction level on CB product &

service and their satisfaction about Berger PR if product quality is not up to the mark Your complaint received by the

employees if quality is not up to the mark

Yes No Others

Total

Count 7 1 8 Yes - 90% to 100% % of

Total 36.80% 5.30% 42.10%

Count 4 1 5 Yes - 80% to 89% % of

Total 21.10% 5.30% 26.30%

Count 3 3 Yes - 70% to 79% % of

Total 15.80% 15.80%

Count 2 1 3

Overall product and service satisfy your expectation about CB

No % of Total 10.50% 5.30% 15.80%

Count 14 4 1 19 Total % of

Total 73.70% 21.10% 5.30% 100.00%

In the case of Architects satisfaction and satisfaction with Color Bank shades:

36.8 % of the Architects said that service of Berger employees are satisfactory with (90-

100) %satisfaction level. 21.1% said that service of Berger employees are with (80-89) %

satisfactory level. 15.8 % are satisfied with the service of Berger employees with (70-79)

% satisfaction level. On the other hand we observe that 10 % told that they not satisfied

with the service of Berger employees. And 5% Architect told that-

° The service should more prompt.

° They do not tell them about the products attributes properly.

3.3.3 Summary of findings

• Dealers need to clean the tinting machine nozzle

• They do not usually get the shade cards.

• Berger should inform them about their new features and functionality.

• Berger should have frequent get-together with architects, like every 2 months

(educating them about surface preparation, product features, functionality and

product attributes)

• On new surface, architects say that they cannot use Luxury Silk. They prefer Elite

paint.

• There is a product color mismatch if the same shade is repurchased.

• One such architect mentioned that 80% of the shades in Color Bank is unusable

and shocking. He says he could not find Mouve, peach, and dusty color shades at

the Dealer outlet.

• Most of the architects were not aware of the fact that Color Bank options can be

purchased at a regular price if the shade is ordered as a regular product.

• Concrete grey is not available in the market – Said by Ar. Bulbul. And the IT135

does not match with the shade card.

• They require quarter litre to half liter sample, or a equivalent of painting a 1

square feet by 1 square feet sample size.

• They should open outlets outside Dhaka, specially Sylhet.

• Ar Annie happy with the product quality of Plastic Emulsion.

• Majority were happy with the product quality, and the PR communication of

Dhaka Sales, Pro Link Manager.

• SPD and Weathercoat have very little color variation.

• They feel that price should be less.

3.4 DEVELOPERS

3.4.1 General Analysis

Overall satisfaction on Product and service

Color Bank product & service satisfy your expectation

Frequency Percent Valid

Percent Hi satisfy 1

16.7 16.7

Satisfy 5

83.3 83.3

Total 6

100 100

Above table represent that 83.3% Developer’s are satisfied with Color Bank and

their satisfaction level is 16.7% are highly satisfied with Color Bank product services.

Developer inspiration to deal with CB Frequency Percent Valid

Percent Variety of color-A 3 50 50

ABCD 2 33.3 33.3

Others 1 16.7 16.7

Total 6 100 100

Berger Paints Bangladesh has introduce a new era in the painting world .As the

market is dynamic and very much unique so consumers are very much attract by Color

Bank option as they can get any desired color within 5 minute. Here we try to find out the

factors that inspire the dealer to deal with Color Bank.

Here, ABCD = Variety of Color, Quality, Reputation, Demand.

Others = It includes profitable, uniqueness, availability.

From the above chart we find that

• 50% of the total respondents are attracted by Variety of Color.

• 33% are attracted by the Variety of Color, Quality, and Reputation of Color

Bank option.

• 16.7% are attracted by uniqueness, availability of shades.

Berger keep good relation with you

Frequency Percent Valid Percent

Hi satisfy 1 16.7 16.7

Satisfy 4 66.7 66.7

Indifferent 1 16.7 16.7

Total 6 100 100

The above table mentions that 16.7% of the developer are highly satisfied with

Berger’s service, 66.7% are satisfied with service.

Discussion on Developer’s findings

Reason % of satisfaction

Inspiration for dealing

variety of color-A ABCD others

50 33.3 16.7

Do you generally specify CB shades

Yes No

66.7 33.3

Availability of Color Bank shades

For Color Bank base is very much important. 90

Factors that satisfied dealer

variety of color-A demand-B ABCD others

20 20 40 20

Service of Berger PR is satisfactory

Yes No

83.3 16.7

CB system give desired color

Yes No

83.3 16.7

Table 13 Developers Satisfaction regarding Information

The above table represents the real picture of Developer’s satisfaction regarding

information that they get from Berger Color Bank. Here we mainly try to find out the

factors that satisfied Developer’s expectation about Color Bank and the information that

is also beneficial for Berger Paints. We find that Developer’s are satisfied enough.

Reason % of satisfaction CB product & service satisfy

Hi satisfy satisfy

16.7 83.3

ur expectation Berger keep good relation with you

Hi satisfy satisfy

indifferent

16.7 66.7 16.7

Berger receive ur complain against quality

Yes No

83.3 16.7

Table 14 Developer’s evaluation about Berger Color Bank service

From the above table we try to illustrate Developer’s evaluation about Berger

Color Bank service. Here we find that Developer’s are satisfied with the overall service

of Color Bank.

Reason % of satisfaction

Durability & coverage of CB is better than

others

very high high no difference

16.7 66.7 16.7

Use of CB is cost effective

Yes other

83.3 16.7

CB price compare to

other is

V high high no difference

16.7 66.7 16.7

CB price is

higher than RP why CB is preferable

variety shades-A demand-B quality-C ABCD

40 20 20 20

Table 15: Developer’s satisfaction regarding product evaluation

From the above table we try to illustrate Developer’s satisfaction regarding

product evaluation (durability, coverage, shade availability etc). Here we find that

Developer’s are satisfied with the overall service of Color Bank.

Critical analysis on Developer

Table 16: Cross tabulation table for Developer’s satisfaction level on CB product & service and Developer’s Inspiration about Color Bank.

Developer inspiration to deal with CB

variety of

color-A ABCD others

Total

Count 1 1 Hi satisfy % of

Total 16.70% 16.70%

Count 2 2 1 5

Rank your satisfaction

level satisfy % of

Total 33.30% 33.30% 16.70% 83.30%

Count 3 2 1 6 Total % of

Total 50.00% 33.30% 16.70% 100.00%

In the case of Developer’s inspiration and Developer’s satisfaction: here we can

find that 16.7% of the developer’s are highly satisfied with the variety of color of Color

Bank option. 33.3% of the developer’s are satisfied with the variety of color of Color

Bank option, 33.3% of the developer’s are satisfied with the variety of color, Demand,

Quality, Goodwill of Color Bank option. So we can find that out of 100% developer 83.3

% of the developer’s are satisfied with variety of color, Demand, Quality, Goodwill of

Color Bank Product and service.

Table 17: Cross tabulation table for Developer’s satisfaction level on CB product & service and Developer’s satisfaction about Berger PR

Service of Berger PR is satisfactory

yes no

Total

Count 1 1 Hi satisfy % of

Total 16.70% 16.70%

Count 4 1 5

Rank your satisfaction level

satisfy % of Total 66.70% 16.70% 83.30%

Count 5 1 6 Total % of

Total 83.30% 16.70% 100.00%

In the case of Developer’s satisfaction in Berger PR and Developer’s satisfaction

with Color Bank product and service: 83.3 % of the developer’s are Satisfied with the

service of Berger PR. On the other hand we observe that 16.7 % of the developer’s are

Highly satisfied with the service of Berger PR.

Table 18: Cross tabulation table for Developer’s satisfaction level & satisfaction on the

Color Bank shades CB system give desired

color

yes others

Total

Count 1 1 Hi satisfy % of

Total 16.70% 16.70%

Count 4 1 5

Rank your satisfaction level

satisfy % of Total 66.70% 16.70% 83.30%

Count 5 1 6 Total % of

Total 83.30% 16.70% 100.00%

In the case of Developer’s satisfaction and Developer’s satisfaction with Color

Bank product: 16.7 % of the developer’s are Highly satisfied with the Color Bank shades.

On the other hand we observe that 83.3 % of the developer’s are Satisfied with the Color

Bank shades.

3.5 PAINTERS

All the painters are satisfied with the product quality and service of Berger Color

Bank. There was some concern regarding the Berger Putty. They commented that the

Berger Putty is too hard. Another comment was that they were unhappy with the product

Luxury Silk of Color Bank. They say that they cannot use Luxury Silk Color Bank

product on new surfaces. According to their experienced opinion, they say that after

application, the paint peels off in two or three months.

They feel that all customers are satisfied with the product and service of Color

Bank. Customers want a variety of shades, and Color Bank is providing it. The painter

usually recommended Berger Color Bank product based on their class segment of the

customers. If the customers are from a upper class of upper middle class segment, they

recommend Color Bank products. Otherwise, they recommend Berger regular products,

or cheaper substitutes of other availing paint companies.

RECOMMENDATION

Berger Paints Color Bank has a huge demand in the market and the customer’s are

very much satisfied with it. Berger Paints’ main motive is to increase the customer’s

satisfaction level, like if the customer’s are 100% satisfied then Berger would like to

increase the satisfaction level to 120%.

The researcher’s broad objective for this research was to find the level of

satisfaction of customers for Color Bank. The researcher also included the different

influencing parties that affect the level of customer satisfaction. It is of common

understanding that if dealers are satisfied, then there will be a positive force in attempting

to influence and satisfy customers. Such can be said for the other influencing parties like

the architects, developers, and painters.

Relationship with customers and dealers

From the analysis and findings, we saw that 20% of the dealers are highly

satisfied, and 70% of the dealers are satisfied with the overall product and service of

Color Bank. Only 10% of the dealers are not satisfied with the service of Color Bank, as

they believe that they are not receiving proper financial assistance. At the same time,

dealers feel that 30% of the customers are highly satisfied and 70% of the customers are

satisfied with Color Bank. The dealers think that the basic three reasons for the customers

to be satisfied are capability of getting desired shade, huge variety of shade, and Color

Bank is a new concept.

Relationship with customers and architects

According to architects, customers are not bothered with the type paint being

used. 90% of the customers are not fully aware of the different functionality of the Color

Bank. These 90% of the customers usually reside in the upper-class and upper middle

class of the society. They are fully dependent on the architects. Thus the researcher’s

recommendation to reach architects clientele is through architects. If architects are

satisfied, then only they would recommend Berger instead of other paint brand in the

market. In their opinion, their clients are fully satisfied with Berger Color Bank option.

There has been no complaint from their customers end.

Relationship with customers and developers

As the research sample frame was constricted to only 6 developers, the research

analysis and findings show that the developers are satisfied.

Relationship with customers and painters

Painters are fully satisfied with Berger Color Bank. The most common complain

they have mentioned is that the quality of Luxury Silk is not up to the mark and that of

the regular product is of better quality. However, their level of interaction with the

customers is limited. This means that they are not proactive in recommending Berger

Color Bank option. They recommend paint on the budget of the clients. If the client is

from an upper-class segment, then they have no problem is recommending the Color

Bank option. If the client has a fixed budget, then they recommend cheaper substitutes,

and they often mix paint manually to get desired color.

Customers overall satisfaction

95% of the customers are satisfied with the overall product and service of Color

Bank. The breakdown of the satisfaction level is shown below.

Satisfaction level 90% to 100% - 35%

Satisfaction level 80% to 89 – 10%

Satisfaction level 70% to 79% - 5%

Satisfaction level 60% to 69 – 10%

Satisfied – 35%

The most common feedback of customers is as follows:

• The clients think that prices should be less.

• According to one client, desired color did not match the actual color. After the

painting job, the color was darker.

• They require more shades, shades in between the existing shades.

• They require shade cards. The dealer outlet that they visit does not usually

provide them with shade cards.

• They require hotline service.

Common factors

• Dealers need to improve their approach in selling the Color Bank option, for

which Berger should give more emphasis towards the dealers.

• From our point of view Dealer’s play a vital role to attract consumer and they are

the one who can convince people buying behavior. During our survey in (Asma

dealer outlet) we find that a client ask for a good branded Color and he ask for

Color Bank option but the owner don’t want to motivate them to buy Color Bank

option.

The dealers said that competitor’s helps them more in terms of financial

assistance. Berger Paints is already in a good position and they successfully can

keep good relation with the Dealer’s but their approach should be more dynamic

and more prompt.

• Architect and customers alike do not usually get the shade cards.

• Architect and customers require quarter liter to half liter sample, or an equivalent

of painting a 1 square feet sample size.

• Architect and customers feel that price should be less.

Recently, every business sector is becoming service oriented. Berger Paint has a

well established product in the market and is enjoying a high market share. In such a

scenario, Berger can now fully concentrate on providing a good service in the Color Bank

sector to improve satisfaction level, create new customers, and retain existing customers.

From the analysis, the researcher has realized that the main reason of Color Bank usage is

its color variety. Asian Color World is similar in nature, but they only have six outlets in

Dhaka, and have a shade range of 2000+. In both cases, Berger is well ahead of Asian

Color World.

The areas where Berger can focus are on its promotional campaigns, such as

advertising and Public relations. This research extracted information regarding the

technical knowledge of Color Bank users. They seem to be very knowledgeable

regarding Color Bank and are fully satisfied. But they seem to lack information regarding

the different functionality feature of Color Bank products like coverage, opacity,

durability and usage of bases. In such a scenario, Berger could launch infomercials where

such specific areas are properly highlighted. The infomercials could take the same pattern

as the TeleBrand infomercials. Some customers in Gulshan and Banani area suggested

that they were really happy when Standard Chartered gave them gift items through a

home delivery service. Such an act by Standard Chartered is considered as niche

marketing where a target customer segment is highlighted for promotional offers. Berger

could adopt a similar approach and target the upper-class segment of Gulshan and

Banani, and give them gift items quarterly. Berger could also target few new customers

of the same area and give them gift item. This would make customers feel special and the

positive word of mouth, a factor of customer loyalty, can be achieved in the upper-class

segment. The researcher however recommends that this should be done on a trial basis,

for a year long period. If the outcome is not fruitful, Berger can always terminate the

idea.

Second, Berger Paints could buy color recognition software, with an attached

color code reader. The nature of the software will be such that upon recognition, the

percentage of colorants will be automatically identified. The percentage of colorants can

then be fed into the Color Bank software, and the desired composition of shade will be

produced by the mixture of either one of the three bases. Customers and especially

architects still feel that there should be more shades in the Color Bank process. They

require in between shades. Such software would increase the variety of shade Color Bank

is offering, and at the same time keep customers more satisfied.

Third, dealers are always complaining that they are not receiving proper financial

assistance. We have already established that dealers are a major party to influence

customers to purchase Berger Color Bank products. If they are satisfied, then customers

will be satisfied. The existing RPRS (Regular payment rebating scheme) of 40/10/3% and

60/15/2% could be reconstructed to 40/5/3% and 60/10/2%. Additionally, the ATAB

(additional target achievement bonus) could be increased upon the assessment of dealers’

sales activity. A one year period should be used for proper evaluation of the dealers,

whether or not they are making proper used of the improved financial benefits. Upon

assessment of the dealers after one year, few inefficient dealers could be terminated of

the new RPRS and ATAB. This would increase competition within the dealers, and thus

increase productivity.

Fourth, Color Bank could provide price discounts to few selected customers

through different dealers’ outlet. The selection could be made on the basis of purchase

history and frequency of purchase.

And lastly, Dealer’s outlet should be more presentable and there should be

enough room from where customer can easily choose color.

References

Journals

Anderson, R.E, 1973, "Consumer dissatisfaction: the effect of disconfirmed expectancy

on perceived product performance", Journal of Marketing Research, 10, 38-44.

Boulding, W, Kalra, A.,, Staelin, R., Zeithaml, V.A., 1993, "A dynamic process model of

service quality: from expectations to behavioural intentions", Journal of

Marketing Research, 30, 7-27.

Cardozo, R.N, 1965, "An experimental study of consumer effort, expectation and

satisfaction", Journal of Marketing Research, 2, 244-9.

Churchill, G.A, Surprenant, C, 1982, "An investigation into the determinants of customer

satisfaction", Journal of Marketing Research, XIX, 491-504.

Dabholkar, P. A., & Thorpe, D. 1. (1994), Does customer satisfaction predict shopper

intentions, Journal of Consumer Satisfaction, Dissatisfaction and Complaining

Behavior, 7(291), 161-71.

Howard, J.A, Sheth, J.N, 1969, The Theory of Buyer Behavior, John Wiley & Sons, New

York, NY.

Oliver, R.L, 1977, "Effects of expectation and disconfirmation on post-exposure product

evaluations: an alternative interpretation", Journal of Applied Psychology, 62, 4,

480-86.

Oliver, R.L. (1980). A cognitive model of the antecedence and consequences of

satisfaction decisions, Journal of Marketing Research, 17, 46-9.

Oliver, R.L, 1981, "Measurement and evaluation of satisfaction process in retail setting",

Journal of Retailing, 57, 25-48.

Olson, J.C, Dover, P, 1979, "Disconfirmation of consumer expectation through product

trial", Journal of Applied Psychology, 64, 179-89.

Olshavsky, R.W, Miller, J.A, 1972, "Consumer expectations, product performance and

perceived product quality", Journal of Marketing Research, 9, 19-21.

Porter, L.W, 1961, "A study of perceived need satisfaction in bottom and middle

management jobs", Journal of Applied Psychology, 45, 1-10.

Tse, D.K, Wilton, P.C, 1988, "Models of consumer satisfaction: an extension", Journal of

Marketing Research, 25, 204-12.

Zeithaml, V.A., Berry, L.L, Parasuraman, A, 1993, "The nature and determinants of

customer expectations of service", Journal of the Academy of Marketing Science,

21, 1-12.

Books

Marketing Management, 11th Edition, by Philip Kotler

Business Research Methods, 8th Edition, by Donald R. Cooper & Pamela S. Schindler

Business Research Methods, 7th Edition, by William G. Zikmund.

Website

http://www.bergerbd.com

Appendix

Research Questions

Questionnaire (Customers)

Broad objective: To assess and find out whether the customers are satisfied (to what extent) with the product or services of Color Bank.

1. Are you a regular user of Berger Color Bank product?

Yes / No. 2. Why did you go for Color Bank product? ………………………………………………………………………………………… 3. How did you learn about Color Bank?

• Dealer. • Painters. • Architecture • TV Commercial. • Other.

4. Did the above mentioned source give you desired information?

• Yes • No

5. In which way Berger Color Bank can satisfy your queries? ………………………………………………………………………………………… 6. Does the process of Color Bank satisfy you?

• Yes • No

7. Who did the purchase job?

a. Yourself. b. Family. c. Painter. d. Architecture. e. Others

8. Who and what factors work behind your decision making?........................................

9. How did you take the price of Berger color Bank compare to other competitors is

• Very high. • High. • No difference. • Low. • Very low.

10. Color Bank product price are higher then regular product. Why did you go for Color Bank? ………………………………………………………………………………………… 11. Are you satisfied with the Color Bank product quality? Why?

• Yes • No

If yes then rank your satisfaction level

• Highly satisfied. • Satisfied. • Indifferent • Dissatisfied. • Highly Dissatisfied.

13. Berger Color Bank option is available in every store.

• Very close to the office/Home • Close to the Office/home • Far from the office/home • Very far from home

14. After the painting job is fully done, did it meet your expectation? If yes , how much? If not, why?

• Yes (Highly Satisfied/ Satisfied) • No (Dissatisfied/ Highly dissatisfied)

15. Dealer/ Home Décor sales end are always willing to help you?

• Yes - prompt • No - slow

16. Did you recommend Color Bank to others? Do they really purchase?

• Yes • No

17. Dealers can provide the Color Bank product whenever you order.

• Yes • No

18. Is your complaint well received by the Berger Color Bank employees if the color quality is not up to your expectation?

• Yes • No

19. Surface preparation is very much important

• Yes • No

20. Berger Color Bank can solve customer expectation properly and quickly.

• Yes • No

21. Berger Color Bank provides you the relevant information regarding their services through advertisements or Home Décor.

• Yes • No

22. Coverage of Color Bank products (per liter) are satisfactory.

• Yes • No

23. Charges and quality of Color Bank products are better than others.

Yes / No

24. Durability of Berger Color Bank compared to others a. Very high b. High c. No difference. d. Low e. Very low.

25. As the durability of Berger Color Bank compared to others is more, so it is cost effective?

(Yes/No)

26. In your opinion, is there any area that Berger Paint can improve them to operate even better in Color Bank. How?

………………………………………………………………………………………

27. Do the overall product and service satisfy your expectation about Color Banks? Why?

a. Highly satisfied………………………………………………………………….. b. Satisfied………………………………………………………………………….. c. Indifferent…….………………………………………………………………….. d. Dissatisfied…...………………………………………………………………….. e. Highly dissatisfied………………………………………………………………..

28. What is your overall evaluation and perception of Berger Color Bank.

Questionnaire (Dealer)

Broad objective: To assess and find out whether the customers are satisfied (to what extent) with the product or services of Color Bank. 1. What inspires/encourages you to start dealing with Berger Color Bank products?

………………………………………………………………………………………… 2. Are you a regular dealer of Berger Color Bank shades? a. Yes b. No 3. Why do you prefer to deal with Color Bank products instead of other products?

………………………………………………………………………………………

4. Are you satisfied with the services? a. Yes b. No 4a. If yes, please specify which particular area you are satisfied with. ……………………………………………………………………………………… 4b. If no, please specify which particular area you are unsatisfied with. ……………………………………………………………………………………… 5. What else do you require from the company? ……………………………………………………………………………………… 6. What percentage of Color Bank sales contribute in the total sales? ……………………………………………………………………………………… 7. Which product, regular or Color Bank is more profitable for you? ………………………………………………………………………………………

8. Color Bank product price are higher than regular product, why do you go for Color Bank products? ……………………………………………………………………………………… 9. Which type of customer segments are targeted for Color Bank? a. Upper class b. Upper middle class c. Middle class d. Lower middle class 10. Are the customers aware of the Color Bank products? a. Yes b. No c. Others…………………………………………………………………………… 10a. If not, which area do you think they are lacking? …………………………………………………………………………………….... 11. Are you satisfied with the Color Bank manufacturing process? a. Yes b. No If no, comment on your answer ……………………………………………………………………………………… 12. What do customers do when Berger Color bank option is not available at your store? ……………………………………………………………………………………… 13. What factors helps you to retain your old Color Bank customers? ……………………………………………………………………………………… 14. How do you entertain your new customers? ……………………………………………………………………………………… 15. Are they usually knowledgeable about Color Bank. a. Yes b. No. If no, please specify………………………………………………………………………...

15a. What do you do to make them more knowledgeable? ……………………………………………………………………………………… 15b. Are they usually price conscious? a. Yes b. No. 15c. After the finishing of the overall painting, are the customers satisfied? a. Yes b. No If no, do they come with any complaint, please specify…………………………………… 16. Which is the most commonly purchased shade in Color Bank option? ……………………………………………………………………………………… 17. Which is the most commonly purchased brand in Color Bank option? ……………………………………………………………………………………… 18. Color Bank advertisement at a suitable location is very much important to attract a good number of people at a time. What is your opinion on it. ……………………………………………………………………………………… 19. Berger Color bank cost compared to other competitors is a. Very high b. High c. No difference d. Low e. Very low 20. Does the Color Bank give desired color? a. Yes b. No c. Other…………………………………………………………………………… 21. Color Bank shades can be provided when ever customers order. a. Yes b. No

22. Are employees in Berger Paints always willing to help you? a. Yes b. No. c. Others…………………………………………………………………………… 23. If you sale Competitors brands along with Berger Color Bank shades, which brand will you recommend to the customer as an advice? Why? ……………………………………………………………………………………… 24. Is your complaint well received by the Berger Color Bank employee if the color quality is not up to the mark?

a. Yes b. No. c. Others…………………………………………………………………………… 25a. What sort of assistance do you receive from Berger? ……………………………………………………………………………………… 25b. Is the assistance better in Berger Color Bank that other competitors? a. Yes. b. No c. Others, please specify……………………………………………………………. 26. Surface preparation is very important for painting.

a. Yes b. No. 26a. Do you recommend and instruct your customers about surface preparation? a.Yes b. No 27. Coverage of Color Bank products (per liter) are satisfactory than others. a. Yes b. No 28. Berger Paints always respond to your request for help. a. Yes– prompt / slow b. No 29. Color Bank helps you reduce storage capacity. a. Yes b. No

30. Charges and quality of Color Bank shades are better than its competitors. a. Yes b. No c. Others, please specify……………………………………………………………. 31. Compare between regular and Color Bank products profit margin. a. Color Bank profit margin is more

b. Regular product profit margin is more c. Cost of Color Bank product is more d. Cost of regular product is more

32. Do the overall product and service satisfy your expectation about Color Banks? Why? a. Highly satisfied………………………………………………………………….. b. Satisfied………………………………………………………………………….. c. Indifferent…….………………………………………………………………….. d. Dissatisfied…...………………………………………………………………….. e. Highly dissatisfied……………………………………………………………….. 33. In you opinion, do the overall product and service satisfy customer expectation about Color Banks? Why? a. Highly satisfied………………………………………………………………….. b. Satisfied………………………………………………………………………….. c. Indifferent…….………………………………………………………………….. d. Dissatisfied…...………………………………………………………………….. e. Highly dissatisfied……………………………………………………………….. 34. In your opinion, is there any area that Berger Paint can improve them to operate even better in Color Banks. How?

………………………………………………………………………………………

Questionnaire (Specifiers/Architects)

1. What inspires/encourages you to start specifying Color Bank products? ……………………………………………………………………………………… 2. Do you generally specify Berger Color Bank shades?

a. Yes b. No

3. What factors drove you to select Color Bank products instead of other products. ……………………………………………………………………………………… 4. How did you learn about Color Bank? ……………………………………………………………………………………… 5. Was the first glimpse of knowledge sufficient? If not, then how did you learn in details about Color Bank? ……………………………………………………………………………………… 6. Are you satisfied with the services (communication, PR) a. Yes……………………………………………………………………………… b. No………...……………………………………………………………………… 7. Is your complaint well received by the Berger Color Bank representative if the color quality is not up to the mark? a. Yes b. No c. Others…………………………………………………………………………… 8. Does Berger keep good relationship with you?

a. Yes – Highly Satisfied Satisfied Indifferent Dissatisfied Highly dissatisfied

b. No

9. Generally for which types of customers do you specify Color Bank products. a. Upper Class b. Upper middle class c. Middle Class d. Lower middle class 10. Are the customers aware of the Color Bank products? If not, which area do you think they are lacking.

a. Yes b. No……………………………………………………………………………… c. Others……………………………………………………………………………

11. What do you do to make them more aware? ……………………………………………………………………………………… 12. Who influences more in specifying paint products?

(keep in mind architects, user, buyer) ……………………………………………………………………………………… 13. Are you informed about the painting job, if any, after the overall painting job. ……………………………………………………………………………………… 14. Surface preparation is very much important for painting. a. Yes b. No. 15. Are the Color Bank customers price conscious? a. Yes b. No 16. Does the Color Bank system give desired color? a. Yes b. No c. Others……………………………………………………………………………

17. Durability and coverage of Berger Color Bank compared to others a. Very High b. High c. No difference d. Low e. Very low 18. The durability and coverage of Color Bank compared to other brands is more, so it is cost effective. Do you agree? a. Yes b. No 19. Berger Color Bank price compared to others is. a. Very High b. High c. No difference d. Low e. Very low 20. Color Bank product price are higher than regular product, why would the customers go for Color Bank? ……………………………………………………………………………………… 21. In your opinion, is there any area where Berger Paints can improve them to offer a better product. ……………………………………………………………………………………… 22. Do the overall product and service satisfy your expectation about Color Bank? Why? If not, please specify. ……………………………………………………………………………………… 23. In your opinion, do the overall product and service satisfy customer expectation about Color Bank? Why?

a. Highly Satisfied………………………………………………………………….. b. Satisfied………………………………………………………………………….. c. Indifferent………………………………………………………………………... d. Dissatisfied………………………………………………………………………. f. Highly dissatisfied……………….………………………………………………

Questionnaire (Specifiers/Painters)

1. How did you learn about Color Bank?

• Dealer. • Painters. • Architecture • TV Commercial. • Other.

2. Was the first glimpse of knowledge sufficient? If not then how did you learn in details about Color Bank?

……………………………………………………………………………………… 3. Does the Berger Color Bank product gives you satisfactory quality? a. Yes b. No 4. What was the satisfactory level regarding Color Bank? a. Highly satisfied b. Satisfied c. Indifferent d. Dissatisfied e. Highly dissatisfied. If not, why………………………………………………………………………………… 5. In which area the product can be improved.

………………………………………………………………………………………

6. Does the customers have proper knowledge of the Color Bank products? a. Yes b. No c. Others…………………………………………………………………………… 7. After the painting job is fully done, did it meet your expectation? If yes, how much? If no, why?

………………………………………………………………………………………

8. Are you satisfied with the overall painting quality?

a. Yes b. No.

9. For painting different surface needs different preparation.

a. Yes b. No

10. Improper surface preparation is the main cause for dissatisfaction regarding shades. 11. Did you recommend for Berger Color Bank products? Why? a. Yes……………………………………………………………………………….. b. No 12. Did they finally purchase? a. Yes b. No 13. Does the customers have any complaints against the shades after the painting job is done? If yes, how much? If not, Why? ……………………………………………………………………………………… 14. How do you evaluate the price factor of Berger Color Bank products? a. Highly satisfactory b. Satisfactory c. Indifferent d. Not satisfactory 15. Berger Color Bank price compared to Asian Color World is a. Very high b. High c. No difference d. Low e. Very low. 16. Coverage (per litre) Berger Color Bank product is more than the competitor product. a. Yes b. No

17. In which area the product can be improved? What are these? ……………………………………………………………………………………… 18. Durability of Berger Color Bank compared to others is a. Very high b. High c. No difference d. Low e. Very low 19. As the durability of Berger Color Bank compared to others is more, it is more cost effective. a. Yes……………………………………………………………………………….. b. No………………………………………………………………………………... 20. Do the overall product and service satisfy your expectation about Color Banks? Why? a. Highly satisfied………………………………………………………………….. b. Satisfied………………………………………………………………………….. c. Indifferent…….………………………………………………………………….. d. Dissatisfied…...………………………………………………………………….. e. Highly dissatisfied……………………………………………………………….. 21. In you opinion, do the overall product and service satisfy customer expectation about Color Banks? Why? a. Highly satisfied………………………………………………………………….. b. Satisfied………………………………………………………………………….. c. Indifferent…….………………………………………………………………….. d. Dissatisfied…...………………………………………………………………….. e. Highly dissatisfied………………………………………………………………..

Calculations

Frequency Table Painters

The way u learn about CB

Frequency Percent Valid Percent

Cumulative Percent

Others – E 3 75.0 75.0 75.0

D+E 1 25.0 25.0 100.0

Total 4 100.0 100.0 The first glimpse of knowledge sufficient

Frequency Percent Valid Percent

Cumulative Percent

Yes 4 100.0 100.0 100.0 Berger CB gives u satisfactory quality

Frequency Percent Valid Percent

Cumulative Percent

Yes 4 100.0 100.0 100.0 UR satisfaction level regarding CB

Frequency Percent Valid Percent

Cumulative Percent

Satisfied 4 100.0 100.0 100.0 In which area the product can be improved

Frequency Percent Valid Percent

Cumulative Percent

Quality 2 50.0 50.0 50.0

nothing 1 25.0 25.0 75.0

B+C 1 25.0 25.0 100.0

Total 4 100.0 100.0 Customers have proper knowledge about CB

Frequency Percent Valid Percent

Cumulative Percent

Yes 4 100.0 100.0 100.0 After painting job, it meet your expectation

Frequency Percent Valid Percent

Cumulative Percent

Yes 3 75.0 75.0 75.0

No 1 25.0 25.0 100.0

Total 4 100.0 100.0 Satisfied with the overall painting quality

Frequency Percent Valid Percent

Cumulative Percent

Yes 3 75.0 75.0 75.0

No 1 25.0 25.0 100.0

Total 4 100.0 100.0 Different surface needs different preparation.

Frequency Percent Valid Percent

Cumulative Percent

Yes 4 100.0 100.0 100.0

Improper surface preparation causes Dissatisfaction on shades.

Frequency Percent Valid Percent

Cumulative Percent

Yes 1 25.0 25.0 25.0

No 3 75.0 75.0 100.0

Total 4 100.0 100.0 Did you recommend for CB

Frequency Percent Valid Percent

Cumulative Percent

Yes 4 100.0 100.0 100.0 Did they finally purchase

Frequency Percent Valid Percent

Cumulative Percent

Yes 4 100.0 100.0 100.0 Customers have any complain after painting job

Frequency Percent Valid Percent

Cumulative Percent

Yes 1 25.0 25.0 25.0

No 3 75.0 75.0 100.0

Total 4 100.0 100.0 Evaluate price factor of CB products

Frequency Percent Valid Cumulative

Percent Percent

Satisfactory 3 75.0 75.0 75.0

Not satisfactory 1 25.0 25.0 100.0

Total 4 100.0 100.0 CB price compared to Asian Color World is

Frequency Percent Valid Percent

Cumulative Percent

No difference 4 100.0 100.0 100.0

Coverage of CB is more than competitors

Frequency Percent Valid Percent

Cumulative Percent

Yes 4 100.0 100.0 100.0 In which area Berger can be improved

Frequency Percent Valid Percent

Cumulative Percent

Nothing 3 75.0 75.0 75.0

B+C 1 25.0 25.0 100.0

Total 4 100.0 100.0 Durability of CB compared to others is

Frequency Percent Valid Percent

Cumulative Percent

No 2 50.0 50.0 50.0

difference

Low 2 50.0 50.0 100.0

Total 4 100.0 100.0 Durability more, so it is cost effective?

Frequency Percent Valid Percent

Cumulative Percent

Yes 4 100.0 100.0 100.0 Overall product and service, and your expectation on CB

Frequency Percent Valid Percent

Cumulative Percent

Satisfied 4 100.0 100.0 100.0 Overall product and service satisfy customer expectation

Frequency Percent Valid Percent

Cumulative Percent

Highly satisfied 1 25.0 25.0 25.0

Satisfied 3 75.0 75.0 100.0

Total 4 100.0 100.0

Customers

Are you a regular user of Berger Color Bank product? Frequency Percent Valid Percent

Yes 16 80.0 80.0

No 4 20.0 20.0

Total 20 100.0 100.0

Factors that attract client to deal with Color Bank Frequency Percent Valid Percent

Reputation - A 1 5.0 5.3

Shade variety - B 11 55.0 57.9

Quality – C 1 5.0 5.3

A+B+C 2 10.0 10.5

B+C 2 10.0 10.5

TV Ad 1 5.0 5.3

Preference from Family 1 5.0 5.3

Total 19 95.0 100.0

Total 20 100.0

The way client learn about Color bank Frequency Percent Valid Percent

TV - D 10 50.0 50.0

Others - E 1 5.0 5.0

D+E 7 35.0 35.0

B+D 1 5.0 5.0

C+D 1 5.0 5.0

Total 20 100.0 100.0

Above mentioned source give you desired information Frequency Percent Valid Percent

Yes 16 80.0 80.0

No 4 20.0 20.0

Total 20 100.0 100.0

In which way Berger CB can solve your queries Frequency Percent Valid Percent

Don't need 5 25.0 55.6

Functionality pf products 1 5.0 11.1

Provide shade card 2 10.0 22.2

Shade sample at outlets 1 5.0 11.1

Total 9 45.0 100.0

Total 20 100.0

Does the process of CB satisfy you Frequency Percent Valid Percent

Yes 18 90.0 94.7

No 1 5.0 5.3

Total 19 95.0 100.0

Total 20 100.0

Who did the purchase job Frequency Percent Valid Percent

Yourself 11 55.0 55.0

Family 7 35.0 35.0

Painter 1 5.0 5.0

Valid

Others 1 5.0 5.0

Total 20 100.0 100.0

Who and what factors work behind your decision making Frequency Percent Valid Percent

Shade Variety - A 7 35.0 38.9

Quality - B 2 10.0 11.1

A+B+C 3 15.0 16.7

A+D 1 5.0 5.6

A+B+E 1 5.0 5.6

A+B+F 1 5.0 5.6

A+G 1 5.0 5.6

Exclusivity 1 5.0 5.6

B+F 1 5.0 5.6

Total 18 90.0 100.0

Total 20 100.0

How do you take the price of Berger CB compared to other competitor is Frequency Percent Valid Percent

Very High 1 5.0 5.0

High 14 70.0 70.0

Indifferent 5 25.0 25.0 Valid

Total 20 100.0 100.0

CB product are higher that regular product, why do you go for CB Frequency Percent Valid Percent

New concept - A 1 5.0 5.3

Quality - B 2 10.0 10.5

Variety - C 14 70.0 73.7

B+D 1 5.0 5.3

B+C 1 5.0 5.3

Total 19 95.0 100.0

Total 20 100.0

Are you satisfied with the CB products quality? Frequency Percent Valid Percent

Yes 19 95.0 95.0

No 1 5.0 5.0

Total 20 100.0 100.0

If yes, then rank your satisfaction level Frequency Percent Valid Percent

Highly Satisfied 9 45.0 45.0

Satisfied 10 50.0 50.0

Highly dissatisfied 1 5.0 5.0

Total 20 100.0 100.0

Berger CB is available in every store Frequency Percent Valid Percent

Very close to site 20 100.0 100.0

After the painting job is fully done, did it meet your expectation Frequency Percent Valid Percent

Highly Satisfied 7 35.0 35.0

Satisfied 11 55.0 55.0

Highly dissatisfied 1 5.0 5.0

Dissatisfied 1 5.0 5.0

Total 20 100.0 100.0

Dealer/Home Decor is always willing to help you Frequency Percent Valid Percent

Yes 19 95.0 100.0

Total 20 100.0

Did you recommend CB to others? Frequency Percent Valid Percent

Yes 19 95.0 95.0

No 1 5.0 5.0

Total 20 100.0 100.0

Dealers can provide the CB product whenever you order Frequency Percent Valid Percent

Yes 19 95.0 95.0

No 1 5.0 5.0

Total 20 100.0 100.0

If quality is not up to the mark, is your complain well received by CB employees Frequency Percent Valid Percent

Yes 11 55.0 100.0

Total 20 100.0

Surface preparation is very much important for painting. Frequency Percent Valid Percent

Yes 19 95.0 95.0

No 1 5.0 5.0

Total 20 100.0 100.0

Berger CB can solve customer expectation properly and quickly Frequency Percent Valid Percent

Valid Yes 14 70.0 100.0

Missing 6 30.0

Total 20 100.0

Berger CB can provide relevant info regarding service through Ads or Home Décor Frequency Percent Valid Percent

Yes 17 85.0 85.0

No 3 15.0 15.0

Total 20 100.0 100.0

Coverage of CB products (per Litre) is satisfactory Frequency Percent Valid Percent

Valid Yes 19 95.0 100.0

Total 20 100.0

Charges and quality of CB products better than others Frequency Percent Valid Percent

Yes 18 90.0 94.7

No 1 5.0 5.3

Total 19 95.0 100.0

Total 20 100.0

Durability and coverage of Berger CB compared to others

Frequency Percent Valid Percent

Very high 3 15.0 16.7

High 13 65.0 72.2

No difference 1 5.0 5.6

Very low 1 5.0 5.6

Total 18 90.0 100.0

Total 20 100.0

The durability and coverage of CB compared to other brands is more, so is it cost effective

Frequency Percent Valid Percent

Yes 16 80.0 94.1

No 1 5.0 5.9

Total 17 85.0 100.0

Total 20 100.0

Do the overall product and service satisfy your expectation about CB Frequency Percent Valid Percent

Yes 7 35.0 35.0

No 1 5.0 5.0

Yes - 90% to 100% 7 35.0 35.0

Yes - 80% to 89% 2 10.0 10.0

Yes - 70% to 79% 1 5.0 5.0

Yes - 60% to 69% 2 10.0 10.0

Total 20 100.0 100.0

Your perception of Berger CB

Frequency Percent Valid Percent

CB 7 35.0 35.0

Quality 11 55.0 55.0

Smart 1 5.0 5.0

Unique 1 5.0 5.0

Total 20 100.0 100.0

Architects

What inspires/encourages you to start using Berger CB products Frequency Percent Valid Percent

Shade Variety - A 9 42.9 42.9

Quality - B 1 4.8 4.8

Reputation - C 1 4.8 4.8

Demand - D 1 4.8 4.8

A+B+C 3 14.3 14.3

B+C 1 4.8 4.8

C + Availability 1 4.8 4.8

A + B 1 4.8 4.8

A + C 1 4.8 4.8

Others 2 9.5 9.5

Total 21 100.0 100.0

Do you generally specify Berger CB shades Frequency Percent Valid Percent

Yes 17 81.0 85.0

No 3 14.3 15.0

Total 20 95.2 100.0

Total 21 100.0

What factors drove you to select CB products instead of other products Frequency Percent Valid Percent

Variety - A 4 19.0 28.6

Reputation - C 1 4.8 7.1

Others - F 2 9.5 14.3

A+B+C 3 14.3 21.4

C+F 1 4.8 7.1

A+E 1 4.8 7.1

B+F 1 4.8 7.1

A+C 1 4.8 7.1

Total 14 66.7 100.0

Total 21 100.0

How did you learn about Berger CB Frequency Percent Valid Percent

PR from BP - A 12 57.1 60.0

TV Ads - D 3 14.3 15.0

Other - E 2 9.5 10.0

A+B+C+D 1 4.8 5.0

A+B 1 4.8 5.0

A+D 1 4.8 5.0

Total 20 95.2 100.0

Total 21 100.0

Was the first glimpse of knowledge sufficient? Frequency Percent Valid Percent

Yes - A 17 81.0 85.0

A+C 2 9.5 10.0

B+C 1 4.8 5.0

Total 20 95.2 100.0

Total 21 100.0

Are you satisfied with the services? Frequency Percent Valid Percent

Yes 18 85.7 85.7

No 3 14.3 14.3

Total 21 100.0 100.0

Is your complaint well received by the Berger representative if the color quality is not up to the mark

Frequency Percent Valid Percent

Yes 14 66.7 70.0

No 5 23.8 25.0

Others 1 4.8 5.0

Total 20 95.2 100.0

Total 21 100.0

Does Berger keep a good relation with you Frequency Percent Valid Percent

Yes - Highly Satisfied 6 28.6 28.6

Yes - Satisfied 7 33.3 33.3

Yes - Indifferent 6 28.6 28.6

Yes - Dissatisfied 1 4.8 4.8

No 1 4.8 4.8

Total 21 100.0 100.0

Generally for which type of customers do you specify CB products Frequency Percent Valid Percent

Upper Class - A 3 14.3 14.3

A+B 17 81.0 81.0

A+B+C 1 4.8 4.8

Total 21 100.0 100.0

Are the customers aware of the CB products? Frequency Percent Valid Percent

Yes - A 14 66.7 77.8

No - B 2 9.5 11.1

A + C 2 9.5 11.1

Total 18 85.7 100.0

Missing 9 3 14.3

Total 21 100.0

What do you do to make them more aware Frequency Percent Valid Percent

Valid Inform Yourself 3 14.3 100.0

Total 21 100.0

Who influences more in specifying paint products Frequency Percent Valid Percent

Architects 7 33.3 77.8

Others 2 9.5 22.2

Total 9 42.9 100.0

Total 21 100.0

Are you informed about the painting job, if any, after the overall painting job Frequency Percent Valid Percent

Yes - A 10 47.6 50.0

No - B 7 33.3 35.0

Others - C 1 4.8 5.0

A + C 1 4.8 5.0

B + C 1 4.8 5.0

Total 20 95.2 100.0

Total 21 100.0

Surface preparation is very much important for painting Frequency Percent Valid Percent

Yes 21 100.0 100.0

Are the CB customers’ price conscious? Frequency Percent Valid Percent

Yes 14 66.7 70.0

No 6 28.6 30.0

Total 20 95.2 100.0

Total 21 100.0

Does the CB system give desired color Frequency Percent Valid Percent

Yes - A 15 71.4 71.4

No - B 2 9.5 9.5

A + C 3 14.3 14.3

B + C 1 4.8 4.8

Total 21 100.0 100.0

Durability and coverage of Berger CB compared to others Frequency Percent Valid Percent

Very High 7 33.3 33.3

High 10 47.6 47.6

No difference 4 19.0 19.0

Total 21 100.0 100.0

The durability and coverage of CB compared to other is more, so it is cost effective Frequency Percent Valid Percent

Yes 17 81.0 85.0

No 3 14.3 15.0

Total 20 95.2 100.0

Total 21 100.0

Berger CB price compared to others is Frequency Percent Valid Percent

Very High 1 4.8 5.0

High 9 42.9 45.0

No difference 10 47.6 50.0

Total 20 95.2 100.0

Total 21 100.0

CB product price is higher than regular product, why would the customer go for CB products

Frequency Percent Valid Percent

Quality - A 1 4.8 6.3

Shades - B 6 28.6 37.5

Reputation - C 1 4.8 6.3

Coverage - D 1 4.8 6.3

Others - E 1 4.8 6.3

A+B+C 1 4.8 6.3

A+B+D 2 9.5 12.5

B+C 1 4.8 6.3

B+D 1 4.8 6.3

A+E 1 4.8 6.3

Total 16 76.2 100.0

Total 21 100.0

Do the overall product and service satisfy your expectation about CB Frequency Percent Valid Percent

Yes - 90% to 100% 8 38.1 40.0

Yes - 80% to 89% 6 28.6 30.0

Yes - 70% to 79% 3 14.3 15.0

No 3 14.3 15.0

Total 20 95.2 100.0

Total 21 100.0

In your opinion, do the overall product and service satisfy customer expectation about CB

Frequency Percent Valid Percent

Highly Satisfied 4 19.0 20.0

Satisfied 13 61.9 65.0

Indifferent 2 9.5 10.0

Dissatisfied 1 4.8 5.0

Total 20 95.2 100.0

Total 21 100.0

Dealers

Are you satisfied with the service Frequency Percent Valid Percent

Yes 9 90.0 90.0

No 1 10.0 10.0

Total 10 100.0 100.0

Dealer’s satisfaction on CB system Frequency Percent Valid Percent

Yes 9 90.0 100.0

No 1 10.0

Total 10 100.0

Factors of CB that satisfied Dealer Frequency Percent Valid Percent

Variety of color-A 1 10.0 10.0

Market Demand-B 5 50.0 50.0

Good will-C 1 10.0 10.0

ABCD 3 30.0 30.0

Total 10 100.0 100.0

Dealer’s inspiration to deal with CB Frequency Percent Valid Percent

Variety of Color-A 2 20.0 20.0

ABCD 4 40.0 40.0

Others 4 40.0 40.0

Total 10 100.0 100.0

Color Bank shades are always available in the outlet Frequency Percent Valid Percent

Yes 9 90.0 100.0

No 1 10.0

Total 10 100.0

Your complain is well received by Berger Frequency Percent Valid Percent

Yes 9 90.0 90.0

No 1 10.0 10.0

Total 10 100.0 100.0

Is your complain well received by the Berger Color Bank employees, if color quality is not up to the mark?

Frequency Percent Valid Percent

Yes 9 90.0 90.0

Others 1 10.0 10.0

Total 10 100.0 100.0

Are you a regular user of Berger Color Bank products Frequency Percent Valid Percent

yes 10 100.0 100.0

The financial benefit you require from Berger Frequency Percent Valid Percent

Should give credit facility 2 20.0 22.2

Should extend due date 3 30.0 33.3

Others 3 30.0 33.3

Total 8 80.0 100.0

Total 10 100.0

Berger Color Bank assistance is better than competitors. Frequency Percent Valid Percent

Yes 3 30.0 60.0

No 2 20.0 40.0

Total 5 50.0 100.0

Total 10 100.0

What % of color bank sales contributes to the total Profit? Frequency Percent Valid Percent

Less than 60-70 6 60.0 75.0

70-80 1 10.0 12.5

80-90 1 10.0 12.5

Total 8 80.0 100.0

Total 10 100.0

CB helps you reduce storage capacity Frequency Percent Valid Percent

Yes 9 90.0 90.0

No 1 10.0 10.0Valid

Total 10 100.0 100.0

Which product, regular or color bank is more profitable Frequency Percent Valid Percent

Regular 2 20.0 20.0

Color Bank 6 60.0 60.0

Others 2 20.0 20.0

Total 10 100.0 100.0

Compare between regular and Color Bank products profit margin Frequency Percent Valid Percent

CB profit is high 7 70.0 77.8

RP profit is high 1 10.0 11.1

Cost of CB is high 1 10.0 11.1

Total 9 90.0 100.0

Total 10 100.0

Price of Color Bank is higher than others, why it is preferable Frequency Percent Valid Percent

Variety of color-A 2 20.0 20.0

Demand-B 4 40.0 40.0

ABCD 1 10.0 10.0

Others 3 30.0 30.0

Total 10 100.0 100.0

Surface preparation is very much important for painting Frequency Percent Valid Percent

Yes 10 100.0 100.0

Coverage of Color Bank products are satisfactory than others Frequency Percent Valid Percent

Yes 10 100.0 100.0

Charges and quality of Color Bank shades are better than other Frequency Percent Valid Percent

Yes 7 70.0 70.0

No 2 20.0 20.0

Others 1 10.0 10.0

Total 10 100.0 100.0

The most commonly purchased shade in color bank products Frequency Percent Valid Percent

Light color 2 20.0 20.0

Deep color 2 20.0 20.0

Others 6 60.0 60.0

Total 10 100.0 100.0

The most commonly purchased brand in color bank products Frequency Percent Valid Percent

RPEC 5 50.0 55.6

WSC 4 40.0 44.4

Total 9 90.0 100.0

Total 10 100.0

Color Bank advertisement at a suitable location is very much important to attract a good no of people

Frequency Percent Valid Percent

Yes 9 90.0 100.0

Total 10 100.0

Color Bank gives desired color Frequency Percent Valid Percent

Yes 8 80.0 80.0

Others 2 20.0 20.0 Valid

Total 10 100.0 100.0

Which type of customer segments are targeted for Color Bank? Frequency Percent Valid Percent

A and B 10 100.0 100.0

Customers awareness regarding Color Bank products Frequency Percent Valid Percent

Yes 7 70.0 70.0

No 1 10.0 10.0

Other 2 20.0 20.0

Total 10 100.0 100.0

What do customers do when Berger Color Bank option is not available at your store Frequency Percent Valid Percent

They wait 7 70.0 70.0

They don’t wait 1 10.0 10.0

Others 2 20.0 20.0

Total 10 100.0 100.0

Customer do have knowledge on CB Frequency Percent Valid Percent

Yes 7 70.0 70.0

No 3 30.0 30.0

Total 10 100.0 100.0

After the finishing of painting, are the customers satisfied Frequency Percent Valid Percent

yes 10 100.0 100.0

Customer satisfaction regarding CB product & service Frequency Percent Valid Percent

Hi Satisfy 3 30.0 30.0

Satisfy 7 70.0 70.0

Total 10 100.0 100.0

What factors helps you to retain your old customer Frequency Percent Valid Percent

others 8 80.0 100.0

Total 10 100.0

How do you retain your new customer Frequency Percent Valid Percent

others 9 90.0 100.0

Total 10 100.0

What do you do make them more knowledgeable Frequency Percent Valid Percent

Give them info 7 70.0 77.8

Don't give idea 1 10.0 11.1

Others 1 10.0 11.1

Total 9 90.0 100.0

Total 10 100.0

Surface preparation is instruct by you Frequency Percent Valid Percent

yes 5 50.0 50.0

no 5 50.0 50.0

Total 10 100.0 100.0

If you sale Competitors brands along with Berger Color Bank shades, which brand will recommend

Frequency Percent Valid Percent

Berger 2 20.0 22.2

Elite 4 40.0 44.4

Others 3 30.0 33.3

Total 9 90.0 100.0

Total 10 100.0