Promotion Profile

Advertisement 95
Retailer 22 15%
16%
Relative/friend/colleague
23
Internet 2 1% 16%

16%
Advertisement Retailer Relative/friend/c Internet Asian Pa
olleague ICI paints
67%

The general trend followed by all the paint houses is that they go for advertising as their
promotional strategy

Paint Quality Preference Profile

Durability & Stability83
Dries off easily 5
32%
Binds easily 13
Easy to clean 6
Finish of paint 51
Not aware 2

53%

Durability & Dries off easily Binds easily

4%
Stability
8%
Easy to clean Finish
3% of paint
 Market Profile
1%
16% 4%
Asian Paints 89
Nerolac Paints 22
Berger Paints 22
ICI paints 5
Other 2

16%
64%
Asian Paints Nerolac Paints Berger Paints
ICI paints Other

Product Profile
Distemper 29
Emulsion 37
Enamel Distemper 20%
37
Not aware 39
Not aware 27% Emulsion 26%

Enamel 26%
 Consumer Profile

10 lacs and above 38%

10
9
8
7
6
5
4
3
2
1
0

A
Highest preference

10
9
8
7
6
5 25-27 yrs 47%
4
3
2
<16 yrs
1
0
 Income Profile Less than 5 lacs
5 lacs to 10 lac
10 lacs and above

Less than 5 lacs 20%

lacs and above 38% Less than 5 lacs 28
5 lacs to 10 lac 60
10 lacs and above 54

5 lacs to 10 lac 42%

Age group preferring quality

<16 yrs 0
17-20 yrs 2
21-24 yrs 50 28-35 yrs 2% 17-20 yrs 2%
25-27 yrs 48
28-35 yrs 2
>35 yrs 0

25-27 yrs 47% 21-24 yrs 49%

<16 yrs 17-20 yrs 21-24 yrs 25-27 yrs 28-35 yrs >35 yrs
Timestamp Name

Occupation Marital status

40388.65 Anup Rao

Student Single
40388.81 Rahul Sharma
Student Single
40390.83 Anup Rao
Student Single
Number of Family Yearly Family
Members Income Price Quality

3 to 4 less than 5 lacs 2 1

3 to 4 10 lacs and above 2 1

3 to 4 less than 5 lacs 1 2

 How do you
choose your paint? What paint are you Preference of
Availability Ease to use <if you do> using now? Paints

ICI Paints
3 4 Color wise (AkzoNobel) Distemper
ICI Paints
4 3 Brand name (AkzoNobel) Enamel
ICI Paints Not aware of the
2 4 Color wise (AkzoNobel) above
How frequently do Where did you
you get your walls hear about this Most important 2nd most 3rd most important
painted? brand? quality important quality quality

Relative/friend/colle
5-6 years ague Finish of paint Durability & stability Binds easily

5-6 years Advertisement Durability & stability Finish of paint Easy to use
Relative/friend/colle
5-6 years ague Finish of paint Durability & stability Binds easily
 Are you involved in
the decision-
making while
choosing paints
Age Group for your home? Gender

21-24 Partially Male

25-27 Partially Male

21-24 Partially Male

 Price: No1 preference Price: No2 Price:3
less than 5 lacs 9 15 2
5-10 lacs 8 38 6
10 more 4 31 16

Quality: No1 preference : No2 :3

less than 5 lacs 15 6 5
5-10 lacs 43 10 8
10 more 44 5 0

Availability: No1 preference : No2 :3

less than 5 lacs 1 10 14
5-10 lacs 12 21 18
10 more 4 23 21

Easiness: No1 preference : No2 :3

less than 5 lacs 1 6 8
5-10 lacs 19 15 15
10 more 7 13 14
Analysis
Binds Easily Durability Ease to clean Finish Asian Paints has the largest customer base an
ASIAN Paints 1 50 4 34 preferncial order for choosing the paint are as, 1
Binding Easiness For the other paints we also f
Berger 1 14 2 5 is much less. Only in case of ICI, the data sho
towars finish than durability and other factors
ICI 0 2 0 3

Nerolac 0 14 0 8

Frequency of Paints 2 years 3-4 years 5-6 years 7 above Analysis

ASIAN Paints 19 30 21 10

Berger 2 9 7 4
The general trend of frequency of paint is after 3
ICI 0 2 3 0 paint and the

Nerolac 1 12 4 3
 Price:4 Analysis
2
Price is the second best choice of preference and this factor is more or less
8
evenly distriburted among all the three major income statement of study
3

:4 Analysis
2
Most of the customers have quality as their first preference and this afficity
4
towars quality is most distinct for families having income of 5 lacs or more
5

:4 Analysis
3 Most of the customers have availability as thei r2nd preference and 3rd
8 preference and this affinity is also more or less constant across different
6 income groups

:4 Analysis
11
Easiness does not follow a trend as such but we can say that people with
10
salary range between 5-10 lacs prefer easiness much more than others
20

largest customer base and among the Asian Paint Customer the
hoosing the paint are as, 1. Durability, 2 Finish, 3. Ease to clean 4.
r the other paints we also find the same trend but there market share
case of ICI, the data show that their customers have more affinity
ability and other factors

frequency of paint is after 3-4 years irrespective of the nature of the

paint and the brand