PREFACE
As a partial fulfillment of two years MBA Programme it is a requirement for award of MBA degree that we should go through a partial training for six weeks. So, in this regard, we the participants of MBA get ourselves attached to somewhere in the organization.
Then either we choose for ourselves, a problem research, which is to be solved during these weeks training programme or organization itself, give the problem for research. The problem research is generally chosen taking into consideration the weakness of the organisation, so that finally when the findings of the research come out through researcher, it helps the organisation to take remedial action. As a participant of MBA having marketing specialisation, I joined Kansai Nerolac Paints Ltd., where I wan assigned to conduct "Consumer Behaviour for Paints Product with particular reference to Kansai Nerolac Paints Ltd., Gaya", I did my six weeks Summer Training with full sincerity and devotion.
To complete such a study required grasp information from the market. I have conducted a detailed market survey in the city of Gaya, I had gone through several residential area and collected information regarding the Premium emulsion especially about Excel emulsion.
The aim of the survey was to get through information regarding the product being in the market and as per that information how a newly and competitive product can be launched. My study deals with this.
I want to point out a very important aspect of this training that is right from the stage of formulating the research problem to the stage of report writing, my knowledge specially as regards to marketing research, has undoubtedly enhance. It is not a criticism rather than an humble approach of a student of Business Management to look into the various problems and may have deficiencies which have incurred due to my lack of technical knowledge.
ACKNOWLEDGEMENT
It is really precious & unforgettable span of time in my life that I am going to have my Project Report. The project of such magnitude cannot be accomplished without the assistance and the cooperation of several people exchange of ideas generates a new object to work in a better way. I don't have words to express that how happy I am today by having this project report, which has been totally completed with the help of feeling and facts which I get during my training tenure.
First of all I am thankful to the almighty god for his invisible support to maintain my will power.
It gives me immense pleasure to acknowledge my in debtness and deep sense of gratitude to my Hon'ble teacher and Guide Mr. Vipin Kumar, (Asst. Professor) L.N.Mishra College of Business Management, Muzaffarpur, without his scholarly guidance, sympathetic and encouraging attitude. It would be not have possible for me complete this study.
I owe special debt of gratitude to Mr. Uttam Kumar (ASM Bihar) for allowing me or gave me golden opportunity to work with world's favourite brand having second position in India. He gave me all the facilities to enables me to acquire as much knowledge and experience while training.
I am extremely thankful to my project guide Mr. Vivek Kumar (Territory Sales Incharge, Gaya) for providing me guidance and helpful information whenever necessary in spite of his busy schedule.
I am also thankful to entire Nerolac family for making my experience most memorable one.
I am thankful to my seniors and friends who helped me during my project by providing their suggestions and encouragement.
I have deep sense of gratitude to my loving parents who deserve all appreciation for making me able to approach to this stage. I have no words to dedicate my heartiest pleasure to him whose energetic resource of all kinds of inspiration invoke me and motivate in odd hours with my roots day till now.
Lastly and Finally I am thankful to my loving parents, who have continuously inspired and blessed me.
CONTENTS
Preface
Acknowledgement
Topic
Page NoChapter - 1 Introduction of the Study 01 - 05 (a) Objective of the Study
(b) Scope of the Study
(c) Methodology Used in the Study (d) Limitation of the Study
Chapter – 2 Introduction of the Organization 06 - 35 (a) History of the Organization
(b) Financial Status of the Organization (c) Product Profile of the Organization (d) Competitors of the Organization (e) Organizational Structure
Chapter – 3 Theoretical Aspect of Consumer Behaviour 36 - 47 Chapter - 4 " Consumer Behaviour of Paints in Gaya 48 - 56 Chapter – 5 Conclusion & Suggestions 57 - 65
Bibliography Questionnaire
CHAPTER - 1
Introduction of the Study
(a)
Objective of the Study
(b)
Scope of the Study
(c)
Methodology used in the Study
(d)
Limitation of the Study
INTRODUCTION OF THE STUDY
TOPICThis project works deals with the topic “Study of the Consumer Behaviour of Paints with special reference to Kansai Nerolac Paints Ltd.” in Gaya market.
(a) Objective of the Study
Every study is done with certain objectives. The study without objectives preset is a futile exercise, as it will end in no conclusion.
In this competitive environment whole market is consumer oriented. This time they are the king of the market. So, by this study I would like to know what is there actual role into the market and what is their behaviour towards the products and services are getting from respective companies.
Another objective is to study the level consumer's awareness about different brands of paints and that time what is the role of consumers.
REGARDING THE QUALITY OF BRAND
To suggest measures to increase the market share Nerolac.
To know the market size of the 1st quality, 2nd quality, 3rd quality Enamel
oil bound distemper and automatic paints. BUYING BEHAVIOUR OF THE CUSTOMER
To know the buying behaviour of the customer is very important for company. Because the company has to determine its strategy according to the buying behaviour to know customer behaviour information should be gathered from the customer.
(c) To know about the response for sales promotion schemes and advertisement.
(d) To give some suggestions for improvement of the market share of Kansai Nerolac Paints Limited.
Scope of the Study
The scope of the study for management student gets to apply all their theoretical knowledge in the company’s summer training. During training they solve the particular problem given by the company and come to know the various thing practically.
The study gives the company a true and unbiased picture of its position and standing in the Eastern Zone especially at Gaya Market and also its image in the society.
Methodology
For the preparation of project report especially in case of Marketing every steps should be anticipated closely. In this anticipation of formulation there may arise some problems, since these are two types of information.
(i) For Primary Information :
I have used personal interview method. This survey conducted on 150 consumers across Gaya Area. I used a set questionnaire containing some questions for consumers. These data are expensive and time consuming but these data are most important and reliable.
(ii) The Secondary Information :
This secondary data were collected from the internal sources (Company’s Documents) of as well as some external sources (Paper & Magazines). This collection of these data is for easier and less time consuming.
Limitation of the Study
Limitations are always accompanied with any work. I had completed his study within short span of 6 weeks & it was not possible to understand practically all aspects of the subjects. Each and every factor has been carried out carefully as much as possible limitation to the study are beyond control.
As all the primary data has been collected by discussion and interviews, there is a choice of error as people hesitate in granting correct data and sometime exaggerate the information. Although I tried to convince the respondents that the study is only meant for academic purpose, some respondents were not ready to furnish other information like competitors of nerolac products, how nerolac is better than other products, regarding advertisement etc. The investigator hopes that the study will yield dependable and useful results.
CHAPTER - 2
Introduction of the Organization
(a)History of the Organization
(b) Financial Status of the Organization
(c) Product Profile of the Organization
(d) Competitors of the Organization
(e) Organizational Structure
Introduction of the Organization
(a) History of the Organization
We embarked our journey in 1920 as Gahagan Paints and Varnish Co. Ltd. at Lower Parel in Bombay. In 1930, three British companies merged to formulate Lead Industries Group Ltd. In 1933, Lead Industries Group Ltd. acquired entire share capital of Gahagan Paints in 1933 and thus, Goodlass Wall (India) Ltd. was born.
Subsequently, by 1946, Goodlass Wall (India) Ltd. was known as Goodlass Wall Pvt. Ltd. In 1957, Goodlass Wall Pvt. Ltd. grew popular as Goodlass Nerolac Paints (Pvt.) Ltd. Also, it went public in the same year and established itself as Goodlass Nerolac Paints Ltd.
In 1976, Goodlass Nerolac Paints Ltd. became a part of the Tata Forbes Group on acquisition of a part of the foreign shareholdings by Forbes Gokak.
In 1983, Goodlass Nerolac Paints Ltd. strengthened itself by entering in technical collaboration agreements with Kansai Paint Co. Ltd., Japan and Nihon Tokushu Toryo Co. Ltd., Japan.
In 1986, Goodlass Nerolac Paints Ltd. turned into a joint venture of the Tata Forbes and the Kansai Paint Co. Ltd., with the latter acquiring 36% of its share capital.
In 1999, Kansai Paint Company Ltd., Japan took over the entire stake of Tata Forbes group and thus KNP became a wholly owned subsidiary of Kansai Paint Company Ltd.
In 2006, on the 11th of July, Goodlass Nerolac Paints Ltd. name has been changed to Kansai Nerolac Paints Ltd.
During the journey of continuous performance excellence, we have entered in to many technical collaborations with other industry leaders such as E.I. Du-Pont de Nemours & Company Inc., USA and Oshima Kogya Company Ltd., Japan for our different products.
Our incessant journey of successes will go on backed by our present human asset of over 2000 professionals and a sales turnover of Rs. 1484 crores
We are esteemed to be a subsidiary of Kansai Paint Company Limited, which is the largest paint manufacturing company in Japan and among the top ten coating companies of the world.
We are the second largest coating company in India with a market share of over 20%.
We are the market leader in industrial / automotive segment supplying over 90% of the OEM requirements.
We are the leader in powder coatings.
Vision Values and Culture
In today’s dynamic business environment, no organization can afford to survive without a well-articulated and carefully thought vision stating the overall strategic direction and long-term future of its business.
We have been at the forefront of paint manufacturing over eight decades pioneering a wide spectrum of quality products that change the face of economy and lifestyles of people at large.
It is our vision to leverage global technology, for serving our customers with superior coating systems built on innovative and superior products and world class solutions, to strengthen our leadership in Industrial coatings and propel for leadership in Architectural coatings, all to the delight of our stakeholders. We firmly believe that it is not only the vision of where we wish to go which will form a cornerstone of all our further growth, but also our conviction to the fact that the values based proposition has to be ultimate foundation of our business.
To this end we consciously have internalized and been practicing these values in all our business transactions though human beings:
Innovation Entrepreneurial Responsive Simplicity Team Orientation
Cultural Ethos
Vision driven organization
Employees feel pride in being part of the organization
Recognition of human resources as extremely important and critical assets High level of human dignity
Transparency and openness among employees at all hierarchical levels Performance-linked reward system
Management and employee commitment to organization values is high Autonomy in work is high
High commitment to quality products The Quality Policy
consistently meet or exceed the customer needs and expectations, pursuant to agreed specifications, delivery schedules and competitive prices. It is the philosophy of the company to systematically operate its manufacturing facilities by inculcating commitment to total quality management at all levels and on a continuous basis with a view to achieving “First Time Right” results in manufacture, services and other operations.
It is the company’s aim to constantly reduce waste of material and effort, increase efficiencies and ensure safety of plant and people and protection of the environment.
Open Door Policy
Working together requires that we have a friendly atmosphere based on trust and respect amongst all of us.
At Nerolac we follow an Open Door policy. Any person is free and welcomed to share good idea, suggestion, doubt, problem about job or work place, or uncertainties about one’s future in the organization. An open and transparent communication is appreciated.
Social Responsibility
The company continues to make its due contribution to community relief and development activities and has donated both in cash and kind for the beautification of some public places in Mumbai and elsewhere. The company continued its activities directly or indirectly through trusts/agencies in community Development and Social Welfare including contributions towards national defense, medical help, education, improvement of environment etc.
Organizational Strengths
An organization is not set on pillars of brick and concrete but is set on strong inherent characteristics that make it strong for years!
Nerolac is carrying on strong since 1920. Following are its strengths that have kept this company in good faith.
Strong vision and values
Nerolac is a company with very clear and well-defined vision and very strong values. Clarity of vision and strong foundation of cultural values have always kept this company in good stead. Its ethical conduct has always guarded it against any possible traps and pit falls.
We have made sure that the distribution hurdles and the climatic vagrancies do not affect the quality of our services. This same commitment will ensure that Kansai Nerolac will march towards its centennial year, fully dedicated and invigorated, in step with the exciting wave of industrialization and modernization pervading through the new India.
(C) Product Profile of Kansai Nerolac Paints Ltd.
Products
Decorative Paints Industrial Paints Decorative Paints
(1) Walls Interior
Water Based Paints EMULSION
Nerolac Impression 24 Carat Premium Luxury Emulsion Product Description
Nerolac Impression 24 Carat Premium Luxury Emulsion is a premium quality Architectural coating specially formulated by using pure acrylic latex, and high opacity micronised pigments so as to impart smooth velvet finish, with excellent washability.
Performance Features & Benefits
• Smooth Velvety Finish with Sheen • Excellent Flow & Brushability
• Excellent Washability & Stain Resistance • Very good Antifungal Resistance
• Ease of application • Low odour.
Nerolac Impression Metallic
Product Description
designer series range that creats a variety of special effects and textures on interior walls and is based on pure acrylic emulsion
Performance Features & Benefits
• Smooth Velvety Finish with Sheen • Excellent Flow & Brushability
• Excellent Washability & Stain Resistance • Very good Antifungal Resistance
• Ease of application • Low odour.
• Good aesthetic look
• Can make various designs with different application tools Nerolac Disney Emulsion
Description:
Nerolac Disney Emulsion is a water-based, premium super luxury interior wall finish. It provides a distinctly rich, velvety smooth with exquisite satin finish. Ideal base coat for Disney stencil application and for superior results.
Properties:
It offers excellent washability and superior stain resistance. No added lead, mercury or chromium compounds.
Designs:
Nerolac Disney Emulsion has beautiful designs of Micky & family, Pooh and Princess.
Packaging:
Nerolac Disney Emulsion is available in 1lt attractive pack. Along with this one set each of stencil kit and tool kit is required for one complete design.
DISTEMPER
Nerolac Beauty Premium Acrylic Distemper
Product Description
Nerolac Beauty Premium Acrylic Distemper is supplied in paste
form, and it can be used for the decoration of fully matured plasterwork, concrete, brickwork and asbestos surfaces. The paste is bound with a stable acrylic medium.
Performance Features & Benefits • Premium Acrylic Distemper • Ease of application
• Good washability
• Eye soothing matt finish. Nerolac Beauty Acrylic Distemper
Product Description
Nerolac Beauty Acrylic Distemper is supplied in paste form, and it can be used for the decoration of fully matured plasterwork, concrete, brickwork and
Performance Features & Benefits • Economical Distemper • Ease of application • Good washability
• Eye soothing matt finish.
Nerolac Beauty Oil Bound Distemper
Product Description
Nerolac Beauty Oil Bound Distemper is supplied in paste form and it can be used for the protection and decoration of fully matured plasterwork, concrete, brickwork and asbestos surfaces. The paste is bound with a stable oil emulsion medium.
Performance Features & Benefits • Ease of application. • Good washability
• Eye soothing matt finish. Solvent Based Paints
(i) Nerolac Pearls Lustre Finish
Nerolac Pearls Lustre Finish
Brand Name
Nerolac Pearls Lustre finish is a Special Interior Wall paint that captures the magic glow of pearls and the intrinsic resilience of the shell. Thus, this paint very rightly stands for "Ornamentation for walls". This is a special product for interior use, developed by incorporating selected pacifying pigments dispersed in a specially formulated medium.
Performance Features & Benefits • Silky finish with pearly sheen • Excellent stain resistance • Very good washability • Good applicability • Tough and hard film. ENAMEL
Nerolac Synthetic Enamel
Product Description
Nerolac Synthetic Enamel is a time tested and proven, high quality alkyd based enamel incorporated with best quality opacifying and light fast pigments.
Performance Features & Benefits
• Excellent Water Repellency • Good Stain Resistance
• Excellent flow characteristics to form smooth and uniform finish • Excellent Hardness and Durability
• Excellent Gloss. Nerolac Satin Enamel
Product Description
Nerolac Satin Enamel is specially formulated to give an excellent smooth finish resembling the smoothness of satin to masonry, wood and metal surfaces. It can be easily cleaned to give new look to the surface.
Performance Features & Benefits Very smooth satin like appearance
Good wash ability
Very good flow and brush ability Hard durable film.
Nerolac Impression Hi-Performance Enamel Product Description
Nerolac Impression Hi-Performance Enamel is a specially designed coating having a judicious blend of high quality resin & light fast pigments. It is recommended for suitably primed interior & exterior wooden, masonry and metal surfaces.
Performance Features & Benefits
• Super sleek and shiny finish with special anti-fungal formula to provide protection from fungus.
• Excellent gloss and gloss retention. • Excellent colour and colour retention
• Excellent flow characteristics to form smooth and uniform finish • Excellent durability
• Up to 30% more coverage than popular enamels. FLAT OIL
Nerolac Synthetic Flat Paint Interior
Description: Nerolac Synthetic Flat Paint Interior is a ready to use paint for wall & ceilings incorporating high opacity pigments dispersed in a synthetic resin medium. This product can be blended with Nerolac Synthetic Enamel in various proportions to obtain different sheen levels as desired.
Properties: Nerolac Synthetic Flat Paint Interior can be easily applied on interior walls which when dried gives a pleasant velvet matt finish. The dried film provides a very hard wearing surface. It can be regularly cleansed without detriment to its appearance. The matt finish is useful in minimizing the uneven appearance of ceiling & wall surfaces. It is best suited for decoration of ceiling & wall surfaces
where a matt finish combined with long-term durability is an essential requirement.
Packing: The choice of packs that are offered to the consumer are 20 litre drums, 4 litre & 1 litre tins.
Exterior
Nerolac Impression Excel Anti Peel Acrylic Exterior Paint Product Description
Nerolac Impression Excel Anti Peel Acrylic Exterior Paint is premium water based, high performance, long lasting exterior paint, formulated to suit the extreme tropical conditions of high rainfall, humidity and heat. The product is based on 100% Acrylic resin and hence it forms a tough and flexible protective film, with an excellent bonding to the substrate, which prevents peeling off or cracking for years together. Nerolac Impression Excel Anti Peel Acrylic Exterior Paint contains a unique combination of surface protectants, which are released slowly over a long period of time. This actively helps not only to prevent the fungal and algae growth, but also, ensures constant surface activity against these irritants for a long period. Performance Features & Benefits
• Excellent out-door durability • Very good colour retention • Faster drying
• Smooth & Matt to Slight Sheen finish
• Excellent resistance to fungal and algae growth • Easy to apply and maintain
• Superior washability & scrub resistance • Very wide range of beautiful colours
Nerolac Impressions Excel Total All in One Acrylic Exterior Emulsion Product Description
Nerolac Impressions Excel Total All In One Acrylic Exterior Emulsion is high performance premium water based, long lasting exterior paint, with UPF (Ultimate Paint Formula). It is formulated to suit the extreme tropical conditions of high rainfall, humidity and heat. The product is based on 100% Acrylic resin and hence it forms a tough and flexible protective film, with an excellent bonding to the substrate, which prevents peeling off or cracking for years together. It contains special type of emulsion which gives Excellent Dirt-pickup Resistance and Excellent Sheen. 1`All In One Acrylic Exterior Emulsion contains a unique combination of surface protectants, which are released slowly over a long period of time. This actively helps not only to prevent the fungal and algae growth, but also, ensures constant surface activity against these irritants for a long period. It also offers a 7 year warranty*
Performance Features & Benefits
• Excellent Dirt Pick up Resistance
• Excellent resistance to fungal and algae growth • 7 year warranty*
• Excellent out-door durability • Very good colour retention • Smooth & High Sheen finish • Easy to apply and maintain
• Superior washability & scrub resistance • Very wide range of beautiful colours
• Very good coverage thus good value for money.
Product Description
Nerolac Suraksha Advanced Plastic Exterior Paint is an economical water thinnable coatings, specially designed for application on exterior walls in dry or moderatey humid climatic conditons. It has good Washability, Anti-Algal & Anti Fungal properties.
Performance Features & Benefits
• Economical water thinnable coating • Better outdoor durability
• Smooth and pleasing finish with Sheen • Performance much superior to cement paint • No need of curing.
Nerolac Suraksha Plastic Exterior Paint
Product Description
Nerolac Suraksha Plastic Exterior Paint is an economical water thinnable coatings, specially designed for application on exterior walls in dry or moderatey humid climatic conditions. Nerolac 'Suraksha' is much superior to normal cement paint coatings in respect to exterior durability, finish, washability and resistance to fungus / algae.
Performance Features & Benefits
• Economical water thinnable coating • Better outdoor durability
• Smooth and pleasing finish
• Performance much superior to cement paint • No need of curing.
Product Description
Nerotex matt wall finish is a water-based product that gives a high performance, textured finish coating. It is specially formulated by using Light fast pigments, special type thermoplastic resin medium, fine and tough aggregates like inert silica, unique additives to resist fungus, algae and mould growth. It protects the exterior surfaces from rain, sun, dust.
Performance Features & Benefits
• Very good exterior durability • Matt and textured finish
• Good resistance to fungus, algae and moulds • Good flexibility and adhesion
• Good washability CEMENT
Nerocem with Titanium+ Product Description
Nerocem with Titanium + is available in powder form. It is an economical exterior product specially formulated by using best quality white cement and other ingredients to get an economical exterior product. It is useful for the protection and decoration of the surfaces.
Performance Features & Benefits • Easily mixable with water • Superior water repellency • No cracking, flaking or peel off • Excellent hiding power
NEROLAC IMPRESSION EVER LAST SELF CLEANING
Nerolac Impression Everlast Self Cleaning
Product Description
Nerolac Everlast with pliolite is a specially designed solvent based exterior coating having superior properties with respect to protection of masonry surfaces from aggressive environmental conditions. It is formulated by using ideal combination of true pigments and special type of extenders, dispersed in a balanced combination of different grades of Styrene Acrylate Resins and plasticized with ultra violet stabilized grade of plasticizer.
Performance Features & Benefits • Excellent durability
• Excellent adhesion to masonry surfaces • Very good alkali resistance
• Unique breathable film properties • Self cleaning characteristics
• Very good resistance to mould growth
• Can be applied on freshly constructed masonry surfaces. (2) Woods
(I) 1K PU
Variants - Gloss, Matt Type of Coat - Top Coat
Features - Good Gloss, Easy to Use, Good Value for Money
Usage - Wood, Veneer
(II) Mel'mine
Variants - Gloss, Matt, Thinner Type of Coat - Top Coat
Features - Excellent Finish, Quick Drying, Compatible to all base coats, Non Yellowing
(III) 2K PU
Variants - Gloss, Matt, Sealer, Thinner Type of Coat - Top Coat
(IV) PU Interior +
Variants - Gloss, Matt Type of Coat - Top Coat (V) Multisealer
Variants - NA
Type of Coat - Base Coat (VI) Water Clear Lacquer
Variants - NA
(VII) Wood Stains
Variants - NA
Type of Coat - Color (VIII) NC Sanding Sealer
Variants - NA
Type of Coat - Base Coat
Features - White & opaque in appearance, Quick Drying (IX) NC Wood Filler
Variants - NA
Type of Coat - Base Coat
Usage - Wood, Veneer, MDF
(X) NC Thinner
Type of Coat - Thinner
Features - Compatible with NC & Melamine based products (3) Metals
Nerolac Impression Hi-Performance Enamel Product Description
Nerolac Impression Hi-Performance Enamel is a specially designed coating having a judicious blend of high quality resin & light fast pigments. It is recommended for suitably primed interior & exterior wooden, masonry and metal surfaces.
Performance Features & Benefits
• Super sleek and shiny finish with special anti-fungal formula to provide protection from fungus.
• Excellent gloss and gloss retention. • Excellent colour and colour retention
• Excellent flow characteristics to form smooth and uniform finish • Excellent durability
• Up to 30% more coverage than popular enamels.
Nerolac Satin Enamel
Product Description
Nerolac Satin Enamel is specially formulated to give an excellent smooth finish resembling the smoothness of satin to masonry, wood and metal surfaces. It can be easily cleaned to give new look to the surface.
Performance Features & Benefits
• Very smooth satin like appearance • Good washability
Nerolac Synthetic Enamel
Product Description
Nerolac Synthetic Enamel is a time tested and proven, high quality alkyd based enamel incorporated with best quality opacifying and light fast pigments.
Performance Features & Benefits • Excellent Water Repellency • Good Stain Resistance
• Excellent flow characteristics to form smooth and uniform finish • Excellent Hardness and Durability
• Excellent Gloss.
INDUSTRIAL PAINTS Automotive Coatings
Kansai Nerolac is the Market Leader in the automotive coating segment in India with a market share of over 60% with global technology acquired from Kansai Paint Co. Ltd, Japan. Kansai Nerolac offers the latest technology in automotive painting systems to the Indian automotive industry.
Automotive Coatings of Kansai Nerolac have been tested and certified by global automotive manufacturers who have set up base in India, like:
Suzuki Motors Honda Motors Toyota Motors
Ford Motor Company
General Motors Corporation IVECO Motors
Through its various strategic collaborations, Kansai Nerolac offers a total painting system to auto makers in India with a range of products, starting from Pretreatment Chemicals, Electro Deposition Primers, Intermediate Coats/primer Surfacers, Solid & Metallic Top Coats, Clear Coats Touch-up Paints.
The product range is backed up by a strong technical service network of experts placed at customers’ end, training programs, VA/ VE activities in co-ordination with customers resulting in ultimate delivery of optimized painting solutions. Kansai Nerolac has tie-up with the global players for product range offered to automotive and industrial customers. Kansai Nerolac has entered into collaboration with the following players for specific product range:
Company
Product Category Kansai Paint Co., Japan
ED Primers, Automotive & Industrial Coatings Nihon Parkerizing, Japan
Pre-Treatment Chemicals Oshima Kogyo, Japan Heat Resisting paints Ameron, USA
High Performance Coatings
Product Range:
Pretreatment (PT) chemicals
Degreasing chemicals - High Temp. / Low Temp. De-rusting chemicals
Phosphating Chemicals - Di-cationic and Tri-cationic Activation and Passivation chemicals
Electro Deposition (ED) Primers
Polybutadiene Resin Based Anodic Electrodeposition Primer Epoxy Resin Based Cathodic Electrodeposition Primer
Acrylic Resin Based Cathodic Electrodeposition Primer Intermediate Coats / Primer Surfacers
Conventional Primers, based on - Alkyd-Amino Epoxy Polyester amino Polyurethane
The Intermediate Coats are available in White, Light Grey, Dark Grey, Red, Blue and other specific colours as required by OE manufacturers.’
Top Coats
Solid Colours, based on -
Alkyd-Amino, TSA Polyester amino, Polyurethane Metallic / Mica, based on -
Polyester, Thermo-setting Acrylic, Polyurethane Clear Coats Acrylic amino 2K acrylic urethane Alkyd-Amino Polyester / Acrylic
Silane based Mar Resistant Touch-Up Paint
Nitro-cellulose Acrylic based paint Quick Drying Acrylated based paint Polyrethane based paint
The entire range of products from Primers to Top Coats are available as per customers' specific colour/performance need.
General Industrial Coatings
The paint manufacturing industry is moving ahead by leaps and bounds, and setting the momentum is Kansai Nerolac Paints. A pioneering R&D, ensures we manufacture a wide spectrum of paints that change the face of the industry in India.
Our product spectrum offers a comprehensive coating system starting from P.T. Chemicals, Primers, Top Coats & Lacquers, Coil Coats, Heat Resistant Paints, Metal decoration coating, etc.
High Performance
It is amazing how often the havoc wreaked by the ravages of corrosion goes unnoticed, even though rough estimates put the corrosion losses in India at a whopping Rs. 4000 crores a year!
Powder Coating Polycoat Powders Ltd.
Polycoat Powders Ltd., is an associate company of M/s. Kansai Nerolac Paints Ltd., occupying the No.1 position in the powder coating segment in India. Polycoat Powders Ltd. is an ISO-9001 certified company and is engaged in the manufacture of Thermosetting Powder Coatings since 1984. The powders are manufactured in technical collaboration with Kansai Paints - Japan which is among the top 10 Coating companies in the world. The manufacturing facilities for Powder Coating are at Lote Parshuram in Ratnagiri district, Maharashtra & at Bawal,Haryana.
(d) Competitors of the Organization
Kansai Nerolac Paints Ltd. is a Company of 1320 crore turnover. Company is giving its service from more than eight decades. In the market company is prevailing with great impact in the mind of customers. Now - a - days KNP Ltd. has to face caught throat competition in the market because there is a large no. of competitors. In both the segment Decorative and Industrial, Its competitors are as follows
:-Decorative Industrial
Asian Paint ICI
Berger Paint Berger
Jensons & Nicholson Paint Rajdoot
Shalimar Paint Dupont
ICI Paint Modi
Modi Paint
Now, here are some of the competitors products and its brand name.
ASIAN
Premium Emulsion - Royale
Premium Exterior Emulsion - Apex
Washable Distemper - Tractor
Exterior Plastic Paint - Ace.
Synthetic Enamel - Apcolite
BERGER PAINTS
Premium Exterior Emulsion - Weather coat.
Washable Distemper - Bison
Exterior Plastic Paint - Wall Masta
Texturised Finish Exterior - Weather coat Texture
Synthetic Enamel - Luxol
Coment Base Paint - Durocem
ICI
Premium Emulsion - Velvet Touch
Premium Exterior Emulsion - Weather Shield
Washable Distemper - Maxilite
Exterior Plastic Paint - Dulux
Texturised Finish Exterior - Supercoat
Synthetic Enamel - Dulux
(e) Organizational Structure
A sale organization is both an orienting point for co-operative endeavor and a structure of human relationships. It is a group of individuals striving jointly to reach qualitative and bearing formal and informal relations to one another.
Existence of a sales organization implies the existence of patterns of relationships among subgroups and individuals established for purposes of facilitating accomplishment of the group's aims.
A good and efficient sales organization is the foundation for execution of sales policy and sales programme.
The concept of organizational structure is somewhat abstract and illusive. However it is real and effects everyone in the organization.
According to March and Siman, "Organizational structure consists of those aspects of pattern of behaviour in the organization that are relatively stable and change only slowly."
It facilitates the growth of the organization. It stimulates creative thinking and initiative by proving well defined are of work with provisions for development of new and improved ways of working.
Organizational Structure
Managing Director
Vice-President, Sales
Zonal Manager
(East)
Zonal Manager
(West)
Zonal Manager
(North)
Zonal Manager
(South)
R.S.M
R.S.M
R.S.M
R.S.M
Unit Head,
Bihar & Nepal
Unit Head,
Jharkhand
Unit Head,
Orissa
Territory Sales
Incharge
Territory Sales
Incharge
Territory Sales
Incharge
CHAPTER - 3
A THEORETICAL ASPECT OF CONSUMER
BEHAVIOUR
A THEORETICAL ASPECT OF
CONSUMER BEHAVIOUR
CONSUMER BEHAVIOUR
PRODUCT :- Anything that can be offered to a market for attention. Acquisition, use or consumption and that might satisfy a want or need.
CONSUMER :- Persons that have need as well as ability and authority to purchase that goods and services.
CONSUMER BEHAVIOUR
Ther term "Consumer Behaviour" refers to the behaviour that consumer display in search for purchasing, using evaluation and disposition of products and services that they expect will satisfy their needs. The study of consumer behaviour is the study of how individuals make decisions to spend their available resources (time, money, effort) on consumption related items. It include the study of what they buy, why they buy it when they buy where they buy it, how often they buy it and how often they use it. In this process the consumer deliberated within himself before the finally makes a purchase or more.
This deliberation relates to many variables and is aimed to solving consumption problem. Among these problems the first and foremost is to decide whether to spend money or to save it.
Once a decision is taken to spend money the second problem is to decide what to buy because the resources are limited and needs are multiple. Therefore needs are to be marked in priority terms.
During my study I found that how consumers make a decision for buying a product.
Models of consumer behaviour
The bayer's characteristics and decision process lead to certain purchase decision. The marketers task is to understand what happens in the buyers consciousness. The buyers' behaviour is stimuli response between the arrival of outside stimuli and the buyers' purchase decision.
Marketing stimuli
Other stimuli Buyers' characteristics Buyers' decision process Buyers' decision Product Price Place Promotion Economic Technological Political Cultural Cultural Social Personal Psychological Problem Recognition Information Search Evaluation of alternative
Purchase decision Post Purchase behaviour Product choice Brand choice Dealer choice Purchase Timing Purchase amount
A consumer buying behaviour is influenced by cultural, social, personal and psychological factors exerts the product and deppest influences.
It may be shown as follows
:-Factors
Cultural Social Personal Psychological
Cultural Sub-Cultural Social Class Factor Factor Factor
Reference Group Family Rules and Status
Age & Stage Occupation & Economic Personal and Life Style Life Cycle Circumstances Self concept & Values
Motivational Learning Perception Believes & Attitude
Culture Factors
:-Culture factors have great impact on consumer behaviour. The roles played by the buyer's culture, subculture and social class are particularly.
Culture
:-Culture is the most fundamental determinants of a person's wants and behaviour. The growing child acquires a set of values, perceptions, preference and behaviour through his or her family and others key institutions. A child growing up in America is exposed to the following values i.e. achievement and success, activity
efficiency, practical progress material comfort, individualism, freedom external comfort, humanitarianism and youthfulness.
Sub Culture
:-Each culture consists of smaller sub-culture that provide more specific identification and socialization for their members, sub-culture includes nationalities, religious, radial group and geographic regions, many sub-cultures make important market segment and marketers often design product and market programs according to their needs.
Social Class :-
Virtually all human societies exhibit social stratification. Stratification sometimes takes the form of a caste system where the members of different caste are reared for certain roles and cannot change their caste membership. More frequently stratification takes the form of social classes. Social classes are relatively homogenous and enduring divisions in a society, which are hierarchically ordered and whose members share similar values, interests and behaviour.
Social classes are divided into seven terms
:- Upper - upper class Lower - upper class Upper - middle class Middle - Class Working Class
Upper - lower classes Lower-lower class
(2) SOCIAL FACTORS
:-A consumer behaviour is also influenced by such social factors as reference group, family, role & status.
Reference Group
:-Many groups influence a person's behaviour. A person's behaviour group that have a direct or indirect influence on the person's attitudes and behaviour. Groups having a direct influence of a person are called membership groups. These are groups to which the person belongs and interacts. Some are primary groups such as family, friends neighbours with which the person interacts fairly continuously. Primary groups tend to be informal. A person also belongs to secondary groups such as religious, professional and trade union groups which tend to be more formal and require less continuous interaction.
People are also influenced by groups in which they are not members. Groups to which a person would like to belongs are called inspirational groups.
Family
:-Most consumers belong to a family group. They influence the pattern of consumption. Buying habits creates by family influences. The members of the family play different roles as for deciding, purchaser and user. The housewife may act as a mediator of products that satisfy wants and desires of the children. Many question arise in the whole family but a marketer has to think that who is the main purchaser of family.
In the case of expensive products services, husband and wives engage in more joint decision making. The marketers need to determine which member normally has the greater influence in choosing various products often it is a matter of who has more power or expertise.
Here are Typical product patterns
Husband dominant :- Life insurance, Automobiles, T.V.
Wife dominant : - Washing Machine, Furniture, Kitchenware Equal :- Vacation, Housing, Outside entertainment.
Roles and Status
:-A person participates in many groups :- family, clubs and organization. The person's position in each group can be defined in term's of roles and status. A role consists of the activities that a person is expected to perform. Each role carries a status. A supreme court justice has more status than a sales manager and a sales manager has more status than an office clerk. People choose products that communicate their role and status in society. Thus company drive Mercedes, wear expensive suits and drink chives regal scotch. Marketers are aware of the status symbol potential of products and brands.
PERSONAL FACTORS
:-A buyer's decisions are also influence by personal characteristics not by the buyer's age and life stage, occupation, economics circumstances, lifestyle and personality and self concept.
Age and Life cycle stage
:-People buy different goods and services over their lifetime. The eat baby food in the years, matured foods in the growing and mature years, and special diets in the latter years. People's taste in clothes furniture and recreation is also age related. Consumption is also shaped by the stage of the family life cycle. Marketers often choose life cycle groups as their target market.
Some recent work has identified psychological life cycle stages. Adults experience certain "passages" or transformations as they go through life markers pay close attention to changing life circumstances divorce widowhood remarriage and their effect on consumption behaviour.
Occupation
:-A person's occupation also influences his or her consumption pattern. :-A blue collar worker will buy work clothes work shoes, lunch box. A company's president will
buy expensive suits, air travel, country club membership and a large sail boat. Marketers try to identify the occupational groups that above average interest in their product and services. A company can even sexualize their computers software companies will design different computers software for brand manager, engineers, lawyers and physicians.
Economic Circumstances
:-Product choice is greatly affected by ones economic circumstances. People's economic circumstances consists or their spendable income, its level stability and time pattern, saving and assets including the percentage that is liquid debts, borrowing power and attitudes towards spending versus saving.
Lifestyle
:-People coming from the same sub-culture, social class and occupation may lead quite different lifestyles. A person's life is the person's pattern of living in the world as expressed in the person's activities, interest and opinions. Lifestyle portrays the "whole person" interacting with his or her environment. Marketers will search for relationship between their product and lifestyle groups. A computer manufacturer may find that most computer buyers are achievement oriented. The marketer may then aim the brand more clearly at the achiever lifestyle.
Personality and Self-concept
Each person has a distinct personality that will influence his or her buying behaviour. By personality we mean the person's distinguishing psychological characteristics that lead to relatively consistent and ending responses to his or her environment. Personality is usually described in terms of such facts as self confidence, dominance, autonomy difference, sociability, defensiveness and adaptability.
(4) Psychological Factors
A person's buying choices are influenced by four major psychological factors
Motivation, Perception
Learning and Beliefs Attitudes
Motivation
:-A person has many needs at any given time some needs are biogenic they arise from psychological states of tension such as larger, thirst, discomfort. Other needs are psychogenic ; they arises from needs are psychogenic they arises from psychological states of tension such as the need for recognition, esteem, or belonging. A need becomes motive when it is aroused to a sufficient level of intensity. A motive is need that is sufficiently pressing to drive the person to act. Perception
:-Perception is the process by which an individual organization select interprets information, inputs to create a meaningful picture of the world.
Perception depends not only on the physical stumuli but also on the stimuli relation to the surrounding field and on condition within the individual.
The key word is the definition of perception of individual. One person might perceive a fast talking sales person as aggressive and in sincere, another as intelligent and helpful. People can emerged with different perception of the some object because of three perceptual process, selective attention, selective distortion and selective retention.
Learning
:-Learning involves changes in an individual's behaviour arising from experience. Most human behaviour learned learning theorists believe that learning is produced through the interplay of desirous, stimuli, cues responses and reinforcement.
Beliefs and Attitudes
:-Through doing and learning people acquired beliefs and attitudes. These turns influence buying behaviour. A belief is a descriptive thoughts that a person holds about something.
Believes may be based on knowledge, opinion or faith. They may or may not carry emotional charges, of course manufacturer are very interested in the beliefs. People carry in their heads about their products and services.
An attitude is a persons enduring favourable or unfavourale evaluation emotional feelings and action tendencies towards some object or ideas.
People have attitude towards almost everything politics clothes music, food. Attitudes put them into a frame of mind of disliking and object moving towards or away from it. Attitudes lead people to behave in fairly consistent way towards similar object. People do not have to interpret and every object in a fresh way, because attitudes economize on energy and thought, they are very difficult to change. A person attitude settle into a consistent pattern to change a single attitude may require major adjustment in other attitudes.
CHAPTER - 4
Consumer Behaviour of Paints in Gaya
FINDINGS
:-For the purpose of survey and collection of data the surveyor interviewed customers, painters.
The findings derived from the analysis of the respondents relating to various aspects of the study is explained below
:-1. When did you last use paint ?
YEAR % OF RESPONDENT Last Year 39 2-3 Year 36.25 3-4 Year 06.08 4-Above 18.08 0 5 10 15 20 25 30 35 40 45
Last Year 2-3 Year 3-4 Year 4-Above
Note : This data is related and depend on a lot of factors as which type of paints people use, its quality shades. Financial status special occasion etc.
2. Which brand for paints you prefer ?
NAME OF THE COMPANY % OF RESPONDENT
Nerolac 25% Asian Paints 30% Berger 20% Others 25% 25% 30% 20% 25%
3. What are the reasons for using that product ? REASON % OF RESPONDENT Brand Name 11.5% Price 20.5% Quality 54.5% Advertisement 10.5% Max. Shade 0.3% 0.00% 10.00% 20.00% 30.00% 40.00% 50.00% 60.00%
Brand Name Price Quality Advertisement Max. Shade
SUGGESTION % OF RESPONDENT Self 32 Painter's Choice 40 Dealer/Retailer 28 32% 40% 28%
5. Does advertisement influence you to buy a particular brand of paint ? RESPONSE % OF RESPONDENT Yes 48.9 No 41.0 Can't Say 10.1 49% 41% 10%
6. Do you know KNP is Japanese Multi National ? RESPONSE % OF RESPONDENT Yes 21 No 79 21% 79% Yes No
RESPONSE % OF RESPONDENT Yes 10 No 90 10% 90% Yes No
9. Do you know KNP consumer scheme ? RESPONSE % OF RESPONDENT Yes 18 No 82 18% 82% Yes No ********
CHAPTER - 5
Conclusion and Suggestions
During the last decade the increase in productions of paint is increasing in high volume. With the changing of rapid Economy, domestic house and construction work are going very fast.
This is a market, which shows such a boom. Before introducing a new product, there is a need to know the growing market opportunities, competitor's performance on that product and market demand. All this information is needed to formulate market strategies and procure raw materials.
Customer satisfaction tracking will help to minimize the weakness and take corrective steps to achieve the desired performance. It is the pillor of corporate success. It is the gospel of today's business.
So, the study conducted by the researchers is so vital to the company as well as to the researcher to understand the problem and prospects of existing product in the existing market. From the analysis I found the following conclusion.
1. The first and most important thing is to strengthen the chain of management.
2. Since Brand cast media found out to be the most important source of information therefore nerolac should concentrate its promotional activities towards television advertisement.
3. There is need to increase the sub dealers which could be done by motivating the probable consumer with competitive price, schemes etc.
4. When the researcher asked which source of advertisement is more effective, 70% said TV and Radio, 20% said poster or hoarding, 10% said company representative.
5. Approx 79% respondent did not know Kansai Nerolac Paints ltd. is Japanese multinational company.
6. Approx 55% respondent consumer attitudes good about Nerolac product regarding its quality.
7. When the researcher asked about complain regarding KNP products 90% respondents said "No.".
8. Painters meeting is also not organised by the company at regular intervals which results in the ignorance of Painters about KNPL products.
SUGGESTIONS
:-C
ompany’s Representative should go in every sector of the market to demonstrate their products & convince them by making them aware about the products price & quality according the socio -economic & environmental factors.T
hrough this was public relation will develop & company may know about the different aspects of socio - economic & environmental conditions which may helpful in the further development of the products.Regarding Public Relation
Consumer is the basic foundation of every business. When consumer see, thinks, prefers and buys is of great importance to marketers to fine tune their marketing offers and achieve high level of consumer acceptance and satisfaction.
A
part from business activities there is something, which increase the public relation, that is “behavior”. It should be very cordial & affectionate which mount pressure on sellers to increase the sales volume.T
he various steps could be taken to increase public relation in Rural areas.A. It is not possible for the company’s higher authorities to visit every look & corner of the Rural market. So, it is the task of local representative to be in regular interval, use telephonic task & mail.
B. At regular interval, product demonstration should be arranged at public. place in Rural areas to make the people acquitted with the products
C. This face -to- face will be help to know the wants & desires of the people & on the basis of which company can improve the products.
D. Conducting sellers meeting region wise or area wise will certainly help in getting the problems of sellers face -to -face & a close contact between the top management & the sellers will quickly & efficiently sort out many problems of the sellers on the spot . These type of meeting certainly help the
sellers professionally & will help in increasing the dealership network of the company.
E. As we know that painters influence the customers, the another step to increase the public relation & boost the image of company is to conduct workshop for painters. Most of the painters do not get any formal & systematic training for painting. In this type of workshop the company should give technique how to optimize the use of paints perfect combination of paints & thinners , the making the newer shades through mixing available shades etc. By these type of workshop the company on one hand educated painters for the best use of the paints on the others hand , will make goodwill among painters . Apart from above suggestions as follows
(a) Some consumer says that, the range of KNP product are not available at a particular time i.e. they switch over to another brands. So, product range & required shades must be available at the big outlets.
(b) The 2nd quality product like goody must be improved in terms of quality (c) Packaging should be in accordance with the urban socio-economic
conditions & people’s physiological set up.
(d) Online & telephonic consultancy regarding shades & optimum use of paint should be provided
(e) The facilities given at the time of festivals should be made throughout the years, if so then sellers get encouraged & sale will certainly go up.
BIBLIOGRAPHY
Marketing Management : Analysis, Planning,
Implementation and Control Prentice Hall Inc., Ninth Edition by Kotlar, Philip.
Marketing Management : The Indian Context, Second Edition, By Ramaswamy and Namakumari Marketing Research : Seventh Edition, Prentice Hall
Inc., By Luck, David J. and Rubin, Ronald S.
Sales Management : Eighteenth Indian Reprint, Prentice Inc. by Still, Richard R., Cundiff, Edward W, sand Govoni, Norman A.P.
Magazine : Business India & India Today
Questionnaire
Name : ... Address : ... ... Contact No. ... Educational Qualification ... 1. Occupation : ...a) Service b) Business c) Retd. Person
d) House wife e) Student f) Other
2. Monthly Family Income
a) Upto Rs. 10,000 b) 10,000 to 20,000
c) 20,001 to 30,000 d) Above 30,000
3. When did you last use paint ?
a) Recently b) Last year
c) Last 2 year d) Last 3 year
e) Last 4 year f) Above 4 year
4. Which company Paint you have used previously ?
a) Nerolac b) Berger
c) Asian Paints d) Other
5. Reasons for your Preference for the brand (arrange them) ?
a) Brand Name b) Company Image
c) Quality d) Price
e) Scheme f) Advertisement
g) Friend/Relative h) Dealer's recommendation
i) Past Experience j) Painter's Choice
k) Other
6. Who suggest you to buy the brand you are using ?
a) Self b) Relatives
c) Painter d) Dealer
7. Which type of paints you have used inside in your house ?
8. If Emulsion which company product you have used ? 9. Which company's interior paints is durable ?
10. How much you satisfied with your interior/exterior paint of your house ?
a) Very satisfied b) Satisfied
c) Less Satisfied d) Not satisfied
11. Who takes the colour decision in your Family ?
a) Self b) Housewife
c) Children
12. Does advertisement influence you to buy a particular brand ?
a) Yes b) No
13. Which media is more effective to influence most your response ?
a) News paper/magazine b) Television
c) Hoarding d) Other sources
14. Do you know KNP is a Japanese Multination Company ?
a) Yes b) No
15. Do you know KNP is the 2nd largest paint company of India?
a) Yes b) No
16. Do you know KNP Consumer Scheme ?
a) Yes b) No
17. Have you find any complain in Nerolac Paint Product ?
... ... 18. Any suggestions for Nerolac Paint product
Excellent Good Average Poor
Quality Durability Price
Date : ...
