Professional Documents
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Research Framework:The report has been prepared on the basis of information collected from different
sources. In order to achieve the objective of the project proper research method was
applied. After going through brain storming session, objectives were selected and on the
basis of these objectives, a questionnaire was designed giving major emphasis on
gathering new ideas or insight so as to determine and figure out solutions to the
problems.
Research design - Marketing research can classify in one of three categories: Exploratory research
research.
Descriptive research
Causal
Secondary Data
Before going through the time and expense of collecting primary data, one should
check for secondary data that previously may have been collected for other
purposes but that can be used in the immediate study. The secondary data was the
most important source for my project to find out the factors in consumer
satisfaction in paints industry. In my project the secondary data are collected
through online modes and different study materials available on the topic.
Secondary data has the advantage of saving time and reducing data gathering
costs. The disadvantages are that the data may not fit the problem perfectly and
that the accuracy may be more difficult to verify for secondary data than for
primary data.
Primary data
Often, secondary data must be supplemented by primary data originated
specifically for the study at hand. Primary data are data freshly gathered for a
specific purpose. In my project the source of primary data is a survey conducted
through Questionnaire Method.
Sample Size
Sampling Plans: - After deciding the research approach and instruments, the
sampling plan was one of the important task,
Sampling Unit: - who is to be surveyed? And now my task was to define the target
population, which will be sampled from the number of people.
Key account (builders comes under key account who already done huge size
of project).
Contractors (Done smaller projects like repairs or smaller projects than key
accounts).
Direct Consumers or End Users.
Sample Size - large sample give more reliable result than small sample, so for this
reason I had taken a sample size of 100 consumers to find out the proper
satisfaction level.
Sampling Area - Sample collected from the different parts of Kolkata and suburb
as follows
-
Garia
Tollygunge
Dumdum
Ballygunge
Deshapriya Park
Contact methods: Personal Interview: - this method was the most appropriate
way of survey, because by personal interview with the help of questionnaire I came
to know their feeling about the Asian paints Company.
Online - This method is also used by me because the consumers had no time for
me or there was no other option to meet them.
From the two data source which I have mentioned above secondary data are the
easiest way to gather and the cost of collecting this data is very low and easily
available from the respective association. After collecting the secondary data or
information from the secondary sources then I started collecting primary data from
consumers to narrow down my research.
Survey Research: - This method was the most appropriate way to collect data.
The research approach is a widely used method for data collection and best suited
for descriptive type of research survey includes research instrument like
questionnaire which can be structured and unstructured. And I have used this
method in my project to find out the builders satisfaction.
Research instrument: - There is various way of research instrument of collecting
primary data, the various methods areI.
II.
III.
IV.
Questionnaires.
Psychological tools.
Mechanical Devices.
Qualitative Measures.
From the above mentioned research instruments I had used only Questionnaires
technique to find out the builders satisfaction towards Asian paints Company.
Questionnaire Design:- A questionnaire was developed for the Part-2 of the
research.The questions are based on 5-point scale Likard scale and nominal scale
(as labels/ categories)..A funnel approach (generic to specific questions) would be
used to understand and quantify the views of the users.
In this project I formulated the questionnaire in the following manner:At the top of the survey questionnaire was formulated to record the
demographic details of the respondants.
Questionnaire was formulated containing 19 closed ended and open ended
questions.
Out of 19 questions 1 open ended questions and 18 close ended questions.
Out of 18 questions 11 Dichotomous Questions (The dichotomous question is
generally a "yes/no" question), 7 Rating Scale Questions were there.
Questions were segmented into 5 parts to find out the satisfaction of
consumers towards the company, product & services.
.
Sample Analysis: Likard scale is used with five categories for more reliable
ratings of satisfaction on various elements. Ratio scale is used for those elements,
where the answers are more of specific in nature. Example Yes or No. The data is
summarized and compressed into tabulation form used to interpret the tabulated
data and the inferences are drawn for each individual question. The cross-sectional
design would be used which is a one-shot research study at a given point of time
and consists of a sample (cross-section) of the population of interest. The primary
advantage of the design is the sample control and quantity of data that can be
collected. The main disadvantage of this research design is the high potential for
interviewer bias and hence generalizations could be inappropriate. Moreover
sensitive information cannot be asked which could be useful to our objectives.
The data was collected wlth the help of a survey questionnaire (physical as well as
online) and personal interviews in different areas of Kolkata on the basis of
convenience sampling.
The questionnaire was pre-tested using responses from 30 respondents (to ensure
questionnaire readability) and then data was collected from 100 respondents using
a structured questionnaire. The questionnaire contained questions relating to
respondents' demographic characteristics like age, gender, income etc.
The sampling is done kept in mind to achieve some realistic results. The Qualitative
and Quantitative analysis samples were obtained by Probability Sampling
Method (where every sample from the population of consumers has equal chances
of being selected). Simple Random Sampling. (Samples were randomly
selected from the population of builders).
Scaling:- A scale is a mechanism by which individuals are distinguished as to how
they differ from one another on the variables of interest of our study.
I have considered Nominal scale (Customers/end consumers name,) and the rest
is Ordinal scale. (Product satisfaction parameters, Service satisfaction
parameters and company satisfaction)
Rating scale:- I have used a Likert Scale to examine how strongly respondents
have agreed or disagreed with the statements given in the Questionnaire on a five
point scale with the following anchors:
Table a
STRONGLY AGREE
AGREE
NEUTRAL
DISAGREE
STRONGLY
DISAGREE
1
Variables
Demographic
variables
Items
1. Age
2. Gender
3. Occupation
4. Frequency of use
5. Annual household income (in Rs.)
Price
1. Regarding the price level fixed by Asian Paints did you find it
satisfactory?
Quality
Colour
ANALYSIS OF DATA
Analysis and Interpretation of Questionnaire no.1 (for general purpose).
Observing and studying the questionnaire No.1 the data collected from it is
processed into the following tabulation and graph form.
Figure - 1
INFERENCE:
From the above table, out of the 100 respondents, following is the inferences for
different elements. Overall Satisfaction: the overall satisfaction rate is 60%and
the total dissatisfaction rate is 40%. The gap between the two is 60% - 40% = 20%.
This means the overall satisfaction rate is 20% more than the dissatisfaction rate.
That shows improvement but not at the sufficient rate.
Sales Representative: the total satisfaction is 30% and the total dissatisfaction
is 70% out of which 20% are very dissatisfied. The gap between the dissatisfaction
and satisfaction is 70% - 30% = 40%. That means the dissatisfaction level is 40%
more that satisfaction level. This indicates that the company need more
improvement in this area of business activity.
Online Facility: the total satisfaction of the customers is 70%and dissatisfaction is
30% .the satisfaction gap is 70% - 30% = 40%. It means the satisfaction rate is 40%
more than the dissatisfaction rate. This means the companys performance is better
in this field. But out of 30% , 10% are very dissatisfied and 20%are somewhat
dissatisfied. The company must find the reasons for such a dissatisfaction for the
total success.
Price Level: here the total satisfaction level is 40% and the total dissatisfaction is
60% . Therefore the gap rate is 60% - 40% = 20%.. This means the dissatisfaction
rate is 20% more than satisfaction level.
Figure- 2.1
INFERENC
E:
From the above table, out of the 100 respondents, following is the inferences for
different elements;
Colour, texture and smell: the total satisfaction level is 50% and the total
dissatisfaction is 50%. But out of the total rate of dissatisfied customers 40% are
somewhat dissatisfied and 30% somewhat satisfied. And therefore the gap between
the former and the latter is 40% - 30%= 10% . It means that the dissatisfaction rate
is 10% more than satisfaction level. Though the very satisfied customers are 20%
who, are totally satisfied and have no complains regarding this element.
Smooth wall surface: total satisfaction level of the customers is 70% ,therefore
30% totally dissatisfied . The gap between the two is 70% - 30% = 40%. This means
that the satisfaction level is 40% more than the dissatisfaction level.
This shows 70% of the customers agree that after using Asian Paints they get a
smooth wall surface.
Figure - 2.2
INFEREN
CE:
From the above table , to my analysis, out of the 100 respondents, 10% of the
respondents have experienced Adhesion on their walls after using Asian
Paints.While the 90% of them have given a positive response, this shows the level of
increased improvement.
Figure: 2.3
INFEREN
CE:
From the above table, to my analysis, out of the 100 respondents, 10% of the
respondents have experienced blistering on their walls after using Asian Paints.
While other 90% of them have no complains for this factor.
Figure- 2.4
INFERENCE:
From the above table, to my analysis, out of the 100 respondents, 10% of them
have experienced yellowing of the wall after using Asian Paints.While 90% of them
have given a positive response. But the company must take find the reasons for
such yellowing of the walls.
Figure- 2.5.1
INFERENCE: From the above table (2.5) , out of the 100 respondents , 20% and 70%
of them are aware of the Asian Paints Primers and Decorative paints respectively.
Further 80% and 30% do have much idea regarding the usage of the Asian Paints
primers and decorative paints respectively. From the table (2.5.1) , out of the 10
respondents, following is the inference for the different elements.
Primers : total satisfaction is 10% and the other 10% are very dissatisfied due to
the inhalation of its strong fumes.
Decorative Paints: total customers aware are 70%.out of which 40% are
dissatisfied customers and total satisfaction is 30%. Therefore the gap that prevails
between the two is 40% - 30% = 10% . This means that the dissatisfaction is 10%
more than satisfaction rate.
Figure: 2.6
INFERENCE: From the above table , to my analysis, out of the 100 respondents, 30%
are not satisfied and do not find the makeover and decorative ideas provided by the
Asian Paints useful ,as they feel the Ideas do not work out as is shown in the t.v.
commercials.While 70% of the respondents have provided with positive response.
Figure: 2.7
INFEREN
CE: From the above table , to my analysis , out of the 100 respondents, 60% of the
respondents feel that the t.v. commercials shown by the Asian Paints are
Figure- 2.8
INFEREN
CE: Regarding the Service Sector of the Asian Paints, to my analysis, out of the 100
respondents, For Response to Complaints: 60% of the respondents have given
do find optimum satisfaction from this sector of the company, out of which 20% are
very dissatisfied, as they have not received any response to their complaints.While
40% have given a positive feed back. After Sales Service: 50% of the
respondents have derived optimum satisfaction but the other half are not satisfied
by the after sales services provided by the company. Out of which 20% are very
dissatisfied.
Figure- 2.9
INFERENCE: Form the above table, out of the 100 respondents, 60% of them are
giving more preference to the other paints company like NEROLAC Paints company.
As they have found satisfaction for a longer period of time in terms of paint quality
as well as in price level. While 40% of the respondents have preferred Asian Paints
over other paints. Therefore this shows an alarming situation for the company,
where the company may lose their existing customers.
The overall satisfaction of the Asian Paints ltd in general judged by the respondents
and brought down in this report is, 20% more than the overall dissatisfaction.
RECOMMENDATIONS:
Asian Paints must improve its service sector. If there are any complaints
regarding the product of the Asian paints, the line officers must follow up with
calls or emails , if required they must send their workers to repair the
damaged caused due to the company's product.
There are complaints by the customers regarding the care- free behavior of
the team leaders, resulting in poor customer satisfaction. To avoid this the
management must try to change the behavior of the officers as well as team
leaders. This can be done by bringing Change Management.
Asian Paints Co. must re-treat its primers, in its research laboratories to
avoid the inhalation of the harmful fumes and make the products eco-friendly.
Asian Paints is one of the best paints , but certain weaknesses still persist,
regarding its colour fadedness, adhesion & smoothness. Therefore to avoid
this the company must have a regular check on its production department
and quality department and every activity related to the development of the
product. They can do this on regular intervals by adopting techniques like
Kaizen technique and Total Quality Management.
The customers feel that the advertisements are misleading and fraud.
Therefore to remove this negative attitude of the customers the company can
demonstrate how to use a particular product and how to utilize and maintain
it at its maximum level. At last how to obtain an advertisement look.
LIMITATIONS
The marital status and locality the consumer was not considered. As
information of residence was not provided by customers. Hence the level of
satisfaction and purchase utility may vary due to this factor.
This research is carried on random basis, therefore the customers are from
different areas. Hence the results of this research should not be taken for one
particular market place.