A STUDY ON

IMPACT OF PROMOTIONAL TOOLS ON BRAND AWARENESS.

WITH REFERENCE TO ASIAN PAINTS @ VISAKHAPATNAM

A project report submitted to Jawaharlal Nehru technological university in partial fulfillment for the

award of the degree of

“MASTER OF BUSINESS ADMINISTRATION”

Submitted by

THEJA SWAROOP

(Enrollment No: 117L1E0060)

Under the Guidance of

DEPARTMETNT OF MANAGEMENT OF STUDIES

SRI VANI EDUCATIONAL SOCIETY GROUP OF INISTITUTION

(Affiliated to JNTU, Kakinada)

CHEVUTURU [2011-2013]

DECLARATION

I hereby declare that the project work entitled “A STUDY ON BRAND AWARENESS AND IMPACT OF PROMOTIONAL TOOLS ON BRAND AWARENESS, ASIAN PAINTSDAIRY IN VIJAYAWADA, Is a genuine bonifide work done by me at ASIAN PAINTSplant, and was not submitted to any other university or published any time before. The project work is completed by me and has not been previously formed the basis for the award of a degree/diploma or similar to this.

STATION: VIJAYAWADA

DATE:

VADAPALLI MADHU

SRI VANI GROUP OF SOCIETY

CHEVUTURU, G.KONDURU (MANDAL) KRISHNA (D.T)

CERTIFICATE

This is to certify that VADAPALLI MADHU, MBA student of “SRIVANI INSTITUTE OF MANAGEMENT” has completed the project report entitled “A

STUDY ON BRAND AWARENESS AND IMPACT OF PROMOTIONAL TOOLS ON

BRAND AWARENESS”, ASIAN PAINTSDAIRY IN VIJAYAWADA, in Finance & Accounts Department from 07-05-2012 to 10-06-2012 under my guidance.

(P.Maruthi Mohan)

Manager (HR)

Place: Vijayawada

Date:

ACKNOWLEDGEMENT

I would like to thank each and every employee who has directly or indirectly helped me in carrying out this project. I am thankful to the ASIAN PAINTSDAIRY IN VIJAYAWADA, for giving me an opportunity to undertake my project work.

I express my sincere thanks to Mr. RAJA TALLURI, SRI VANI SCHOOL OF MANAGEMENT CHEVETURU for providing me the opportunity to undergo this project work.

I also express my sincere thanks to Sri. KOLLI RAVI KUMAR, Director of SRI VANI SCHOOL OF MANAGEMENT for providing me the opportunity to undergo this project work.

I do record my everlasting thanks and feeling of gratitude to my project Guide Mr. MOHAN. T (Marketing Manager) for her constant moral support and

valuable guidance in successful completion of the project work.

Finally I would like to thank other faculty members for their extended co-operation & suggestions which have helped a lot.

Lastly, my heartfelt gratitude to my family and friends for their co-operation.

VADAPALLI MADHU

TABLE OF CONTENTS

MODULE I

Introduction 7-11pages

MODULE II

INDUSTRY PROFILE

COMPANY DETAILS 14-40

MODULE III

RESEARCH METHODOLOGY 42-51

MODULE IV

DATA ANALYSIS & INTERPRETATION 53-84

MODULE V

FINDINGS & SUGGESTIONS 85-91

APPENDEX-BIBILOGRAPHY 92-94

CHAPTER 1

INTRODUCTION

Marketing is fast moving and exciting activity in every body’s activates. The

sellers, distributors, advertising agencies, consultants, transporters, financiers, store

agencies and every one as a consumer are part of the marketing system. Any exchange

process, be it consumer goods, intermediary goods, services of ideas, comes under the

preview of marketing. It is very often regarded that the development of markets and

marketing is synonymous with the economic development of a country. Through

marketing is an age-old activity; it has developed recently as an action discipline. In the

ever-growing corporate world, marketing is being regarded as a crucial element for the

success of an Enterprise.

Brands vary in the amount of power and value they have in the market place. A

powerful brand has high brand equity. Brand equity is the positive differential effect that

knowing the brand name has on customer response to the product or service. Companies

must carefully manage their brands. First, the brands positioning must be continuously

communicating to consumers. Major brand marketers of often spend huge amounts on

advertising to create brand awareness and to build preference and loyalty. Advertising

campaigns can help to create name recognition, brand knowledge, and maybe even some

brand reference. However, the fact is that brands are not maintained by advertising but by

the brand experience. Today, customers come to know a brand through a wide range of

contacts and touch points. These include advertising, but also personal experience with

the brand, word of mouth personal interactions with company people, telephone

interactions, company web pages, and many others. Any of these experiences can have a

positive or negative impact on brand perceptions and feelings. The company must put as

much care into managing these touch points as it does into producing its ads.

PERCEPTION:

Perception can be described as “how we see the world around us.” Two

individuals may be subject to the same stimuli under apparently the same conditions, but

how they recognize them, select them, organize them and needs, value, expectations and

the like. The influence that each of these variables has on the perceptual process and its

relevance to marketing, will be examined in some detail. First, how ever, we will

examine some of the basic concepts that underline the perceptual process.

Perception is defined as the process by which an individual selects,

organizes, and interprets stimuli in to a meaning full and coherent picture of the world. A

stimulus is any unit input to any of the senses. Examples of stimuli include products,

packages, brand names, advertisement, and commercials. Sensory receptors are the

human organs that receive sensory inputs. This sensory function is to see, here, smell

taste and feel.

Perception is the process by which individual selects, organize, and

interpret stimuli into meaning full and coherent picture of the world. It has strategy

implication for marketers because consumer makes designs based on what they perceive,

rather than on the basis of objective reality.

PERCEPTUAL SELECTION:

Consumers subconsciously exercise a great deal of selectivity as to which aspects

of the environment – which stimuli – they perceive. An individual may look at some

things ignore others, and turn away from still others. In total, people actually receive -–or

perceive – only a small fraction of the stimuli to which they are exposed.

NEED FOR THE STUDY:

Brand image is the repetition of the product gain through its brand name. Building

brand image helps the organization in achieving targeted sales and to sustain in the

market for a long time. It helps the organization in increasing the awareness level of

students and also makes the product competitive in the market.

Every organization needs to improve level of brand awareness and identify

customer preferences for various products so that they can implement measures for

enhancing brand awareness and for attracting prospects. Hence a study has been

undertaken on brand awareness in schools.

OBJECTIVES:

• To study and analyze the awareness level of ASIAN PAINTS in

VISAKAPATNAM.

• To identify and analyze factors that influences the customer preference.

• To measure the impact of promotional tools on Brand awareness

inVISAKAPATNAM.

• To find the attitude of the school children towards the HERITAGE.

• To identify the various sources through which brand awareness in

VISAKAPATNAM can be created.

• To find the preferences of VISAKAPATNAM city.

SCOPE OF THE STUDY :-

The study contains important data about brand awareness in schools and the

performance of ASIAN PAINTSbrand. It will be useful to the company. LIMITATIONS:

• This study has been restricted to one citi only.

• It was not possible to cover each and every area.

• In a few places the respondents were not prepared to the answer of the

questionnaire.

• The information given by people’s may be biased.

RESEARCH DESIGN:

Research design is the plan, structure and strategy of investigation conceived so as

to obtain answers to research questions.

Descriptive research design was chosen for the present study.

Data sources: The study is mainly based on the data collection from primary as well as

secondary sources.

Primary data: Primary data are data collected for specific purpose.

Primary data is collected directly from the students through administering

questionnaire.

Secondary data: Secondary data are data that were collected for another purpose and

already exist somewhere.

Secondary data was collected from company records and catalogs.

Research approach: Survey method is adopted to collect the needed information from

the respondents.

Research instrument: Here for this study the researcher used well designed and

structured questionnaire as a research instrument it include both open & closed ended

questions. The questionnaire is personally administered to the respondents.

SAMPLING DESIGN:

Definition of population: The population for the study includes people who prefer

ASIAN PAINTS brand.

Sampling procedure: For selecting the defined size of sample from the target

population convenience, a non probability sampling technique is adopted.

Sample size: A sample of 250 customer’s was selected from the targeted population for

the present study.

RESEARCH METHODOLOGY:

Research Design : Descriptive in nature

Data Sources : Data collected from primary and secondary

Sources.

Primary Data : Primary data is collected from the respondents

Through a structured questionnaire.

Secondary Data : Secondary data is collected from the company

Records and from net.

Research Approach : Survey method

Research Instrument : Structured questionnaire

SAMPLING DESIGN:

Sample Size : 250

Sampling Procedure : Convenience Sampling

Statistical Tool : Percentage method, weighted average method

STATISTICAL TOOLS USED:

For the purpose of analysis, weighted average method and percentage method are

used for calculations and the result was interpreted. This test was used to minimize the

error of the data collected. Graphs were used to represent the data for the better and

accurate interpretation of the results.

Statistical tools used:

Simple tools are used for analysis purpose. They are as follows:

1. Percentage analysis

2. Weighted Average method

PERCENTAGE ANALYSIS

Percentage refers to a special kind of ratio in making comparison between two or

more data and to describe relationships between the data’s. Percentage can also be used to

compare the relative terms, the distribution of two or more series of data.

WEIGHTED AVERAGE ANALYSIS

There are cases where the relative importance of the different items is not the

same. When, this so, the researcher can use the weighted arithmetic mean. The ‘Weight’

stands for the relative importance of the different items. The formula for computing

weighted arithmetic mean is:

Xw = WX / W

Where -- Xw represents the weighted arithmetic mean

-- X represents the variable values, i.e., X1, X2, …..Xn.

-- W represents the weights attached to variable values, i.e.,

W1, W2,……, Wn, respectively.

An important problem that arises while using weighted mean is regarding

selection of weights. Weights may be either actual or arbitrary. i.e., estimated. Needless to

say, if actual weights are available, nothing like this. However, in the absence of weights,

arbitrary or imaginary weights may be used. The use of arbitrary weights may lead to

some error, but it is better that no weights at all. In practice, it is found that if weights are

logically assigned keeping the phenomena in view, the error involved will be so small

that it can be easily over looked.

PERIOD OF STUDY:-

The study period was about the 45 days i.e. from may 5th to June 15th

CHAPTER 1INDUSTRY PROFILE

Asian Paints is India's largest paint company and ranked among the top ten Decorative coatings

companies in the world with a turnover of INR 66.80 billion. Asian Paints along with its

subsidiaries have operations in 17 countries across the world with 23 paint manufacturing

facilities, servicing consumers in 65 countries through Berger International, SCIB Paints –

Egypt, Asian Paints, Apco Coatings and Taubmans.

While working towards enhancing customer experience the management at Asian Paints looks at

the bigger picture by being aware about environmental hazards. All manufacturing plants and

units are certified environmentally safe.

Asian Paints formulates , manufacture & sell the finest paints (the most suitable for each need

and giving good value for money to users) & provide the best possible service to it’s customers

characterized by Reliability & Responsiveness. The products provide surface protection & good

appearance for all consumers while being safe to apply, not harmful to health and not adverse to

the environment.

Customers - the very core of all the business activities. From the beginning, Asian Paints has

fostered a customer-centric approach to business. A simple but unbeatable concept of "going

where the customer is" drives all its retail strategies.

VISION

Asian Paints aims to become one of the top five Decorative coatings companies world-wide by

leveraging its expertise in the higher growth emerging markets. Simultaneously, the company

intends to build long term value in the Industrial coatings business through alliances with

established global partners.

HISTORY

1ST February 1942

Armed with little knowledge and great determination, Champaklal H. Choksey, Chimanlal N.

Choksi, Suryakant C. Dani and Arvind R. Vakil get together to manufacture paint in a garage on

Foras Road, Bombay. They name their company 'The Asian Oil & Paint Company', a name that

they picked randomly from a telephone directory.

1945

Asian Paints touches a turnover of Rs. 3,50,000, with an innovative marketing strategy "to reach

consumers in the remotest corners of the country with small packs."

1954

Asian Paints mascot, Gattu, the mischievous kid, is born.

1957 - 66

The family-owned company makes the transition to a professionally managed organisation.

British company Balmer Lawrie rejects the products of a giant British paint company in favour

of Asian Paints.

Asian Paints embarks on an ambitious grassroots marketing campaign, partnering with thousands

of dealers in small towns all over India.

1967

Asian Paints emerges as India's leading paint company ahead of any international competition.

CURRENT STATUS

• Asian Paints becomes the 10th largest decorative paint company in the world

• Asian Paints is more than twice the size of its nearest competitor

• It is one of the most admired companies in India

• Present in 22 countries with 27 manufacturing locations, over 2500 SKU's, Integrated

SAP - ERP & i2 - SCM solution

• Rated Best Employer by BT-Hewitt survey, 2000 Bluest of the blue chips by Hindu

Business Line; Most admired company to work for by ET-BT survey, 2000

• On the recommendations of Booz, Allen and Hamilton, Asian Paints restructured itself

into Growth, Decorative and International business units and adopted SCM and ERP

technology

• Asian Paints aims to become the 5th largest decorative paint company in the world

FUTURE PLANS

Asian Paints to accelerate growth of its non-decorative coatings business

Approves plans to enhance its relationship with PPG, to accelerate growth of the non-decorative

coatings businesses in India.

Asian Paints Signs MOU with Maharashtra Government to set up a Mega Project for

manufacture of Paints and Intermediates at Kesurdi in Maharashtra

The Asian Paints Helpline introduced few years ago is a toll free service where consumers call

and ask queries related to painting. The company has now extended this service to ASIAN

PAINTS HOME SOLUTIONS, which offers painting services in addition to the paint. This

service is available in 10 cities viz - Hyderabad, Bangalore, Kolkata, Delhi, Chennai,

Ahmedabad, Mumbai, Pune, Coimbatore & Cochin

PRODUCT PROFILES

Asian Paint has offered brands in all possible applications. For

instance:

Synthetic / Acrylic Washable Distempers : Tractors

Acrylic Emulsion : Apcolite (Quality I,) Royale (premium category)

Plastic emulsion Paint (Interiors / Exteriors) : Decoplast (Quality II),

Synthetic Enamel : Apcolite, Gattu

Packet Distemper : Utsav

Wooden Surfaces : Touch Wood, Silkwood, Apcolite Natural Wood

finish

Cement Paint (external) : Gattu

Industrial Segment

General Industrial Finishes : Apcolite (Hammerton Finish)

Other Industrial Products : Expory Coatings, Chlorinted Rubber

finishes, viny I & Polyurethane Systems.

Automotives

Kirlo – an Acrlic Paint, Apca – nitro-cellulose based Paint, Aspa – an

Allkyd, autocare.

Primers

Asian Metal Primer Redoxide

Tractor Redoxide Primer for Metal

Woodrite for Wood Substrate

Decorative – Cement Primer

PLANTS OF ASIAN PAINTS INDIAN LTD

INDIAN PLANTS

Asian Plants Bhandup (Maharashtra) in India

Asian Plants

Kasna (Uttar Pradesh) in India

Asian Plants Sriperumbudur in India

Asian Plants (Rohtak, Haryana)

OVERSEAS PLANTS

Berger International Plants Barbados

Berger International Plants Bahrain

Berger International Plants Jamaica

Berger International Plants Singapore

Berger International Plants Trinidad

AWARDS AND RECOGNITION

• Awarded the "Sword of Honour" by the British Safety Council for all the paint plants in

India. This award is considered as the pinnacle of achievement in safety across the world.

• Forbes Global magazine, USA ranked Asian Paints amongst the 200 'Best Small

Companies of the world' in 2002 and 2003 and amongst the top 200 'Under a Billion Firms' of

Asia in 2005.

• Ranked 24th amongst the top paint companies in the world by Coatings World - Top

Companies Report 2006.

• The Asset - one of Asia's leading financial magazine ranked Asian Paints amongst the

leading Indian companies in Corporate Governance in 2002 and 2005.

• Received the Ernst & Young "Entrepreneur of the Year - Manufacturing" award in 2003.

Efforts taken by Asian Paints to improve their Customer Satisfaction

A Customer Care Executive will record your requirement, interest in the service and schedule an

appointment for a site visit.

A Sales Associate will visit the home on the appointed date & time.:

• To understand your painting requirements.

• To explain the various products and painting systems available and suggest options given

your need.

• To conduct a thorough site evaluation to understand present condition of the paintable

area.

• With the customer’s consent, he will get measurements done for the chosen paintable area

through a panel applicator assigned for the job.

• To finalize the Painting Estimate as per the measurements, painting systems chosen and

the standard rate card.

The Sales Associate will introduce the customer to the Relationship Associate who will

be responsible for the execution of the job, and handover all points discussed with customer so

far, before start of the actual painting job. The panel applicator assigned will initiate the job, with

regular supervision by the Relationship Associate. The Relationship Associate will set a work

schedule in consultation with the applicator for the job and share with customer, this will provide

the timeline for the completion of the painting job, in a phase wise manner.

The RA will supervise and ensure that the quality of painting is as per recommended

guidelines and the painters are taking due care of things apart from painting - eg. Covering and

masking of non-paintable surfaces, ensuring a clean job, taking care of furniture and fixtures,

etc.The RA may also advice the customer on suggested shade choices, usage of special themes.

After completion of painting the RA will ensure professional handover of the site to

customer post required cleaning. Post completion - the invoice & warranty card with a validity of

1 year on paint & application will be couriered to you.An independent agency will contact the

customer for confirming satisfaction rating on different parameters. During or after the painting

process if there is any problem faced,, customer may get in touch with our customer care at

1800-209-5678 or mail the company at customercare@asianpaints.com

HEORITICAL CONCEPT OF

BRAND AWARENESS

THEORITICAL CONCEPT OF

BRAND AWARENESS

Students has a decision maker comes to the market place to solve his consumption

problems and to achieve the satisfaction of his needs.

The buying process is composed of a number of stages and is influenced by an

individual’s Psychological Frame Work composed of his personality, motivation,

perception and attitude.

BRAND AWARENESS STAGE:

Input StimuliDecision-Marking Process

Output Behavior

PersonalityPsychological Frame

Evaluation

Motivation

NeedRecognition

Intention

Post-Purchase behavior

Firm’s Marketing Efforts

InterestProduct Awareness

Evaluation

Social Environment

Interest Breakdown

DiscountRepeat

Attitudes

The student is exposed to the existence of a product that may satisfy a need. This

awareness may be an account of the search carried out by the student himself or

because of a firm’s communications through advertising or salesmanship or through

social environments. Awareness may be neutral or active. When no need is currently

recognized by student the awareness is neutral because there is no immediate interest in it

and when the student is already aware of a product and subsequently recognizes a need,

then the product awareness is active, and immediately is converted into interest.

Student interest is indicated in the Consumer’s willingness to seek further

information about the product.

Output is the end result of the inputs of student behavior. It emerges after these

inputs duly processed by the student. Output is composed of purchase and post-purchase

behavior.

CONSUMER BEHAVIOUR:-

In earlier times, marketers could understand consumers through the daily

experience of selling to them. But the growth in the size of companies and markets has

removed many marketing managers from direct contact with customers increasingly.

Managers have had to rely on students research for answers to the following key

questions about.

Who constitutes the markets - Occupants

What does the market buy - Objects

Why does the market buy - Objectives

Who participating in the buying - Organizations

How does the market buy - Operations

When does the market buy - Occasions

Where does the market buy - Outlets

Marketing and environmental stimuli enter the buyer’s consciousness. The

buyer’s characteristics and decision process lead to certain purchase decisions. The

marketers task is to understand what happens in the buyer’s consciousness between the

arrival of outside stimuli and buyer’s purchase decision.

Marketing

Stimuli

Other Stimuli Buyer’s

Characteristics

Buyer’s

Decision Process

Buyer’s

Decision

Product

Price

Place

Promotion

Economical

Technological

Political

Cultural

Cultural

Social

Personal

Psychological

Problem Recognition

Information Search

Evaluation Decision

Post Purchase Behavior

Purchase Choice

Brand Choice

Dealer Choice

Purchase Amount

Purchase Timing

A consumer’s behavior is also influenced by such social factors as reference groups,

family and social roles and status.

A buyers decision are also influenced by personal characteristics, notably the buyer’s

age and life–cycle stage, occupation, economic, circumstances, lifestyle and

personality and self-concept.

Introduction stage:

The introduction stage starts when the new product is launched. It takes time to

roll out the product in several markets and to fill the dealer pipe lines, So sales growth is

apt to be slow.

In this stage, profits are negative or low because of the low sales and heavy

distribution and promotion expenses. Much money is needed to attract distributors and

fill the pipelines. Promotional expenditures are at their highest ration to sales because of

the need for a high level promotional effort to (1) inform potential consumers of the new

and unknown product, (2) induce trail of the product, and (3) Secure distribution in retail

outlets.

There are only a few competitors, and they produce basic versions of the product.

Since the market is not ready for product refinements. The firms focus their selling on

those buyers who are ready to buy, usually higher – income groups. Prices tend to be on

the high side because (1) costs are high due to relatively low output rates, (2)

technological problems in production may have not yet been fully mastered, and (3) high

margins are required to support the heavy promotional expenditures which are necessary

to achieve growth.

MARKETING STRATEGIES IN THE INTRODUCTION STAGE :

In launching a new product, marketing management can set a high or a low level.

For each marketing variable, such as price, promotion, distribution, and product quality.

Considering only price and promotion, management can pursue one of the four strategies.

promotion

Low

High

HIGH

Rapid

PRICE

Skimming

Strategy

Slow

Skimming

Strategy

Low

Rapid

Penetration

Strategy

Slow

Penetration

Strategy

A rapid – skimming strategy consists of launching the new product at a high

price and a high promotion level. The firm charges a high price in order to recover as

much gross profit per unit as possible

A slow – skimming strategy consists of launching the new product at a high price

and low promotion. The high price helps recover as much gross profit per unit as

possible, and the low level of promotion keep marketing expenses down.

A rapid – penetration strategy consists of launching the product at a low price and

spending heavily on promotion. This strategy promises to bring about the fastest

market penetration and the largest market share.

A slow – penetration strategy consists of launching the new product at a low price and

a low level of promotion. The low price will encourage rapid product acceptance.

ANALYSIS&

INTERPRETATION

Table 1: Indicating the awareness of ASIAN PAINTS brand

S.NO. PRATICULARS NO.OF.RESPONDENTS PERCENTAGE

1 YES 168 67.20%

2 NO 82 32.80%

Total 250 100.00%

CHART:

Inference:

From the above table 67.20% of households are aware of brand ASIAN PAINTS. And 32.80% of households don’t knows about the ASIAN PAINTS brands

Table2: What are the product lines of ASIAN PAINTS” you are aware of?

S.NO PARTICULARS NO.OF.RESPONDENTS PERCENTAGE

1 ROYAL PLAY 52 31.00%

2PREMIUM EMULSION 40 24.00%

3 DISTEMPORS 38 22.50%

4TRACTOR

EMULSION 20 11.90%

5 NONE OF THESE 18 10.71%

  TOTAL 168 100

CHART:

Inference:

From the above table it is clear that out of 168 respondents 31.00% of house holds are aware of

ASIAN PAINTS ROYAL PLAY 24% of the house holdsare aware of ASIAN PAINTS PREMIUM

EMULSION 22.5% of house holdsare aware of ASIAN PAINTS DISTEMPORS and 22.50% of house

holdsare aware of TRACTOR EMULSION

Table3:- Indicating the consumption pattern of ASIAN PAINTSproducts.

S.NO PARTICULARS NO.OF.RESPONDENTS PERCENTAGE

1 ROYAL PLAY 52 31.00%

2PREMIUM EMULSION 40 24.00%

3 DISTEMPORS 38 22.50%

4TRACTOR

EMULSION 20 11.90%

5ANTI CARBONATION 18 10.71%

  TOTAL 168 100

Chart

Inference:

From the above table it is clear that out of 168 respondents 18.00% of house holdsare consuming

ASIAN PAINTSBIGBITE, 18.00% of the house holds are using ASIAN PAINTS ROYAL PLAY , 17%

of house holds are PREIUM EMULSION ASIAN PAINTSand 4% of house holdsare ASIAN PAINTS,

DISTEMPORS 7% of the households are consuming ASIAN PAINTS, TRACTOR EMULSION 36%

of the house holds are using more than one product of morethan one products of ASIAN PAINTS products.

Table4- Indicating the information sources of ASIAN PAINTS

S.NO.PARTICULARS NO.OF.

RESPONDENTS PERCENTAGE

1ADVERTISEMENT 62 37

2FRIENDS 52 31

3SHOPE KEEPERES 45 27

4OTHERS 2 1

5MORE THAN ONE 6 4

6TOTAL 168 100

CHART:

Inference:

From the above table it is clear that out of 168 respondents 37% of the respondents came to

know about ASIAN PAINTSthrough ADVERTISEMENT, 31% of the respondents came to know about

ASIAN PAINTSthrough FRIENDS, 27% of the respondents came to know about ASIAN

PAINTSthrough SHOP KEEPERS, 1% of the respondents came to know about ASIAN PAINTSthrough

OTHER sources, 4% of the respondents came to know about ASIAN PAINTSthrough more than one

sources.

Table7:- Indicating the brand preference

S.NOPARTICULARS

NO.OF.RESPONDENTS PERCENTAGE

1YES

124 74

2NO

44 26

3TOTAL

168 100

CHART:

Inference:

From the above table it is clear that out of 168 respondents 74% of the respondents prefer other

brand to ASIAN PAINTS products., 26% of the respondents do not prefer other brands to

ASIAN PAINTS products.

Table 8:- Ranking the brands

S.NOPERTICULARS RANK

1 ASIAN PAINTS 1

2JK WHITES 2

3NEROLAC 3

4BIRLA 4

Inference:

From the above table it is clear that ASIAN PAINTSas ranked as first by the respondents in terms

of their choice, JK WHITES was ranked as second by the respondents in terms of their choice, was

ranked as third by the NEROLAC respondents in terms of their choice, BIRLA was ranked fourth by the

respondents in terms of their choice.

TABLE 9:- Indicating the various attribute of the product

S.NOPARTICULARS NO. OF.

RESPONDENTS PERCENTAGE

1QUALITY 52 31

2FRESHNESS 28 17

3QUANTITY 23 14

4PRICE 18 11

5PACKAGING 09 5

6AVAILABILITY

02 1

7MORE THAN ONE

36 21

8TOTAL

168 100

CHART:

\

Inference:

From the above table it is clear that out of 168 respondents 31% of the respondents look at

QUALITY while buying ASIAN PAINTS products, 17% of the respondents look at FRESHNESS while

buying ASIAN PAINTS products, 14% of the respondents look at quantity while buying ASIAN

PAINTS products, 11% of the respondents look at PRICE while buying ASIAN PAINTS products, 5% of

the respondents look at PACKAGING while buying ASIAN PAINTS products, 1% of the respondents

look at AVAILABILITY while buying ASIAN PAINTS products, 21% of the respondents look at MORE

THAN ONE attributes.

Table10: Indicating the disliked features of Dikes

Sino PARTICULARS NO.OF.RESPONDENTS PERCENTAGE

1PRICE

11 7

2QUALITY

16 10

3 PACKAGING 12 7

4QUANTITY

31 18

5NON

AVAILABILITY74 44

6NOTHING

24 14

7TOTAL

168 100

CHART:

Inference:

From the above table it is clear that out of 168 respondents 7% of the respondents don’t like the

PRICE of the ASIAN PAINTSproducts, 10% of the respondents don’t like the QUALITY of the ASIAN

PAINTSproducts, 7% of the respondents don’t like the PACKAGING of the ASIAN PAINTSproducts,

18% of the respondents don’t like the QUANTITY of the ASIAN PAINTSproducts, 44% of the

respondents don’t like the NON AVAILABILITY of the ASIAN PAINTSproducts.

TABLE 11:- Indicating the recalling level of respondents

S.NOPARTICULARS NO. OF.

RESPONDENTS PERCENTAGE

1 T.V 117 70

2 HOARDINGS 04 2

3 WALLPAINTINGS 18 11

4NOT ABLE TO

RECALL29 17

TOTAL168 100

CHART:

Inference:

From the above table it is clear that out of 168 respondents 70% of the respondents have recall the

T.V commercial, 2% of the respondents have recall the HOARDINGS, 11% of the respondents have

recall the WALL PAINTINGS, 17% of the respondents are NOT ABLE TO RECALL the advertisement.

TABLE 12:- Indicating the suitable media for brand promotions

S.NOPARTICULARS NO.OF.RESPONDENTS PERCENTAGE

1T.V 76 45

2BROCHERS 47 28

3RADIO 45 27

4TOTAL 168 100

.

CHART:

Inference:

From the above table it is clear that out of 168 respondents 45% of the respondents think that T.V is the best suitable medium for brand promotion, 28% of the respondents think that BROACHES are the best suitable medium for brand promotion, 27% of the respondents think that RADIO is the best suitable medium for brand promotion

TABLE13:- Indicating the best promotional tool

S.NO PARTICULARS NO. OF RESPONDENTS PERCENTAGE

1PRICE OFF 27 16

2DISPLAYS 37 22

3SAMPLE 73 43

4 CONTEST 31 18

5TOTAL 168 100

CHART:

Inference:

From the above table it is clear that out of 168 respondents 16% of the respondents fell

that PRICE-OFF will be the best promotional tool, 22% of the respondents feel that DISPLAYS

will be the best promotional tool, 43% of the respondents feel that SAMPLE will be the best

promotional tool, 18% of the respondents feel that CONTEST will be the best promotional tool.

TABLE14:- Indicating the best way to communicate the message

S.NO PARTICULARS NO. OF RESPONDENTS PERCENTAGE

1 CELEBRITY 39 23

2 CORTOON 108 64

3 SLICE OF LIFE 9 6

4 FANTASY 11 7

5 TOTAL 168 100

CHART:

Inference:

From the above table it is clear that out of 168 respondents 23% of the respondents feel that

CELEBRITY will be the best tool to communicate the message, 64% of the respondents feel that

CORTOON will be the best tool to communicate the message, 6% of the respondents feel that SLICE OF

LIFE will be the best tool to communicate the message, 7% of the respondents feel that FANTASY will

be the best tool to communicate the message.

CHAPTER –5FINDINGS

AND

SUGGESTIONS

FINDINGS:

• Of the households, 67% are aware of ASIAN PAINTSproducts and remaining 33% are

not aware of ASIAN PAINTSproducts.

• Of the households who are aware of ASIAN PAINTSproducts, 37% are aware through

advertisement, 31% are aware through friends, 27% are aware trough shop keepers, and

1% is aware through others.

• Of the households 31% prefer ASIAN PAINTS rayal play, 24% premium emulsion,

22.5% prefer distempers and remaining 22.5% prefer More than one brands.

• Of the households 18% prefer, 18% prefer oteher brands of ASIAN PAINTS, 17% prefer

PREMIUM ,4% prefer Marie, 7% prefer magic and 36% prefer more than one Brands.

• Of the households who prefer heritage, 74% opined ASIAN PAINTS Brands as superior

in comparison with other brands and 26% perceived no difference when compared with

other brands.

• Under sample survey declared ranks are ASIAN PAINTS stood first rank, JK WHITE

second rank, NEROLAC third rank, BRLA forth rank.

• Of the selected features of asian paints, households who prefer Brands rated quality as

first, followed by freshness, quantity , availability, packaging, price and some are like

more than one feature.

• Of the dislike features of Heritage, households who prefer Brands rated non availability

as first, followed by quality, packaging and taste.

• Of the households who recall the ASIAN PAINTS advertisement, 70% recall by

T.V.advertisement, 2% are recall by billboards, 11% are recall by WALL PAINTINGS.

• Of households suggest suitable media for Brand promotion, 45% are by T.V,28% are by

broachers, 27% are by Radio.

• Of the households suggest best medium to communicate by the advertisement, 23% are

by celebrity, 64% are by cartoon, 6%e by slice of life and 7% are by fantasy.

• All the households are purchasing the ASIAN PAINTSproducts from retailers

SUGGESTIONS:

• Company need to take steps to increase sweetness of milk so that the company can attract

new customers and retain the existing customers.

• Company need to strengthen its distribution channel to increase availability and access

for the consumers who prefer ASIAN PAINTS brand.

• Company may design an advertising strategy to promote its products in order to increase

awareness level.

• Company may adopt sales promotion techniques, to attract households as they are major

consumers for the product.

• Company may adopt sales promotion techniques such as cash discounts, free offers etc.,

to attract retailer as he is main channel member in promoting the product to the

consumers.

QUESTIONNAIRE

Brand awareness of ASIAN PAINTS and impact of promotional tools on Brand

awareness.

Name :

Address :

• Are you aware of brand “ASIAN PAINTS”?

Yes [ ] No [ ]

• What are the product lines of “ASIAN PAINTS” you are aware of?

ROYAL PLAY [ ] TRACTOR EMULSION [ ]

DISTEMPERS [ ] PREMIUM EMULSION [ ]

• Which product of “ASIAN PAINTS” you consume the most?

• ROYAL PLAY [ ] TRACTOR EMULSION [ ]

• DISTEMPERS [ ] PREMIUM EMULSION [ ]

• What are the other products of “Heritage” you are aware of?

A) B) C) D)

• How do you know about Brand “Heritage”?

Advertisement [ ] Friends [ ]

Shop Keepers [ ] others [ ]

• How do you rate “ Heritage” in comparison to other brands?

High Price ___ ___ ___ ___ ___ Low Price

High Quality ___ ___ ___ ___ ___ Low Quality

Availability ___ ___ ___ ___ ___ Availability

(Easy) (Difficult)

• Do you prefer any other brand compared to “Heritage”?

If yes Why

If No Why

• Please rank the Brands in terms of your choice(in order of

preference)?

[ ]

Vijaya Dairy [ ]

Jercy [ ]

Model Diary [ ]

• What attributes you look at when you buy Milk and Milk products?

Price [ ] Quality [ ] Freshness [ ]

Packaging [ ] Taste [ ] Availability [ ]

• Any features which you don’t like about “Heritage”?

Price [ ] Quality [ ] Packaging [ ]

Taste [ ] Non Availability [ ] Nothing [ ]

• Can you recall the advertisement of “Heritage” products?

Yes [ ] No [ ]

If Yes which media you have seen the advertisement?

T.V.[ ] Paper ads [ ] wall paintings [ ] If any other specify_____

• Which media do you think is the best suitable for brand promotions?

T.V. [ ] D to D [ ] Broachers [ ] If any other specify______

• Which promotional tool will be the best?

Price offs [ ] Displays [ ] Sample [ ] Contests [ ]

• Who do you think will be the best to communicate the message?

Celebrity [ ] Cartoon [ ] Slice of Life [ ] Fantasy [ ]

• “What is your opinion on ASIAN PAINTS brands?

BIBILIOGRAPHY

• PHILIP KOTLER MARKETING RESEARCH

Millennium Edition

Prentice-hall of India PvtLtd.,New Delhi.

• G.C.BERI MARKETING RESEARCH

VIII Edition

Tata Mc_GrawHill publishing company Ltd, New Delhi.

• C.R.KOTHARI RESEARCH METHODOLOGY

II Edition

Wishwa prakasham publishers.

• LEON G.SCHIFFMAN CONSUMER BEHAVIOR

LESLIE LAZAR KANUK VI Edition

Prentice Hall of India PvtLtd, NewDelhi