1.

1 Introduction
There are many factors that influence the purchase decision of paint. To get a better position in this competitive market, companies should identify these factors and analyze them to find out the perception of the customers and it will also help the company to make a better performance according to the factors. I this research, the attitude measurement of the customers will be identified also. It will help to know the companys position into the customers mind. Elite Paint is already in a good position in the consumers mind but understanding the factors and attitude of the customers, will help the company to exceed the present position. However, the study is based on primary data, as no such research has been conducted to understand the factors and attitude of the customers. This study will investigate the factors affecting paint purchase decision of Real estate developers. They consist of Elite Paint users and nonusers. In this study, the geographical base is Chittagong city, and samples have been selected on a non-probabilistic quota sampling method. Elite Chemical Industries Ltd., sister concern of Elite Group of Companies. It is one of the leading paint brands in all of Bangladesh. The Bangladesh paint market consists of various local and multinational companies. Among these companies Elite occupies the second most dominant position. This initiated the study in this area, which the researcher feels, needed to be explored and resolved.

1.2 Origin of the report: This report consists of the analysis that is done by the help of practical experience of the researcher from the internship program. In the internship program, every student obtains the opportunity to utilize practical knowledge, prepare a descriptive report with proper study under the guidance of a knowledgeable person as a teacher to guide, supervise and help the student to complete his/her study, before awarding the BBA Degree. This report has been prepared to describe about the practical knowledge and experience that is gathered during the 12 weeks program in Elite Paint Group Of Companies. It contains the experience with the Elite Paint and gives me an opportunity to know about Paint industry. The proposed topic of this report is decided by the Regional Sales Manager of Chittagong zone.

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1.3 Research problem: This research will identify the factors that affect the paint purchase decision by the real estate developers and attitude measurement.

1.4 Objectives: To identify the current condition of Elite paint To identify the important factors affecting the purchase decision of paint by the real estate developers. To identify the real estate developers attitude toward Elite paint compared to others.

1.5 Limitations of the study: There were few limitations in the study due to some factors as the report attempts to reflect the exact scenario. Some of the limitations of the report are given below: Absence of incorporation and accessibility of certain valuable data. Another limitation is the research team consists of only one member. As a result it is quiet difficult to cover more additional areas, which would have obviously given better result. Due to lack of experience of the researcher it could not be possible to conduct large scale research.

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2.0 Methodology: The research has been conducted based on survey method as this study requires primary data. For the survey a questionnaire has been designed to take interview from the real estate developers. Each respondent will be interviewed at least 25-30 minutes, although the length of the interview will vary depending on the respondent answers. Since this study is based on Chittagong city, the sample will be selected from among all the real estate developers in Chittagong. We need to survey about 30 respondents (real estate developers). The sample will be selected on convenience sampling method. The questionnaire for the respondents is designed in likert scale. The scale is,

Strongly disagree 5

Disagree

Neither agree Agree nor disagree 3 2

Strongly agree

For secondary data some books and articles are also reviewed in the literature review part.

2.1 Research design it is an initial research conducted to clarify and define the nature of a problem. It is qualitative as the results of this research focuses on words and observations, on the other hand it is quantitative as it contains numbers and mathematical analysis.

2.2 Sample design 2.2.1 Target population The target population in this research is the real estate developers in Chittagong city. It includes Elite paint users and non users as well. 2.2.2 Sampling frame Name and address of the real estate developers (including Elite paint users and non users) were put in a list. The list was provided by Elite paint. 2.2.3 Sampling unit Sampling unit consist of the respondents. In this research, the respondents are employees from different real estate Developer Company. 2.2.4 Sampling technique Convenience sampling and also non-probability sampling technique are used.
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2.2.5 Sample size The sample size is taken from among the real estate developers in Chittagong Sample size for Developer-30

2.3 Type of data In this research, primary data is used and a small portion of data is collected from secondary sources. For objective 01, the data is collected from secondary sources. For objective 02 and 03, primary data is being used with the help of survey questionnaire.

2.4 Data collection procedure Data is collected through survey method. For the survey method, a questionnaire is being used to collect information from respondents.

2.5 Data analysis The data are collected from both primary and secondary sources. The primary data are calculated in Microsoft excel and analyzed.

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3.0 Company overview: 3.1 Profile of Elite Paint group of companies Elite Paint is one of the leading manufacturers of paints in Bangladesh. It started its journey in 1952 by Late Mr. Sirajuddin Ahmed. Elites driving force has been its ability to develop

new technology combined with an active technical service force in co-operation with its customers.

Rapid technology development necessitates constant attention to the field of research. Realizing that fact, Elite Paint established well equipped paint laboratory in its factory and engaged highly qualified chemists and specialists in this work. To enhance the technical strength it undergoes technical collaboration with DNT, Japan and Crown Berger, UK. To optimize customers service, Elite Paint establishes Technical service Department and provides necessary training with the request. Now Elite Paint is producing all most every type of paints as per local requirements in the hope of helping local customers.

3.2 Companies of elite paint Elite Group of Companies consist of the following sister concerns: Elite International Limited Elite Chemical Industries LTD Hexagon Chemical Complex Elite Iron and Steel Industries Elite Plastics.

Elite paints got the status of one of the most leading paint producer of the country.

3.3 Mission of the company They want to achieve excellent service for all consumers. Meaning they strive for excellence in every surface of their business. They want to provide hassle free delivery and sales to wholesalers and retailers. Their second mission statement is ensuring socio-economic development. This is that Elite paints uses their resources to minimize the damage such as they recycle their paint containers and try dump as less chemical wastage as possible in the rivers and such. Their third and most important mission statement is ensuring quality products for customers. This according to them has helped them dominate the market. This sole quality has immensely helped them in positioning their product and company.
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3.4 Vision of the company The companys visions include Strong customer focus and building relationships based on integrity, superior service and mutual benefit. This is very important according to Elite paints. Their company revolves around building profitable customer relationships, as should be of every good company. Open and honest communication is another vision of the company. They believe in not hiding any information neither from the customers nor from the company employees. Another vision Elite paints possesses is Working as a team to serve the best interest of the group.

They believe in their employees working as a team to obtain the greatest benefit out of the company. Rather than focusing on individual growth they focus on team work and growth as a group benefitting the company greatly.

This company also ISO 9001-2000 certified. The superior quality of elite products has possible because support of advanced plant and international standard strict quality.

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4.0 Literature review Measuring Attitudes When reviewing the literature that deals with attitude change and instructional technology, it is very apparent that attitude measurement is often done very poorly. Simonson (1979a) commented on the sad state of attitude measurement in the educational technology literature, and more recent reviews have not revealed any improvements in testing methodology (Simonson & Maushak, 1995). The move to more qualitative-based research (see 40.2) and measurement has not changed this situation, and may be contributing to a decline in the quality of attitude testing (see 6. 1). Before beginning this discussion of attitude measurement, it is important once again to establish a frame of reference for this review. Attitude research is largely conducted by those called empiricists, objectivists, and reductionists. They tend to take the approach of the scientific empiricist who believes that there are laws of nature that the scientist must discover. The vast body of attitude and attitude-change literature is authored by those attempting to "discover the answer" and to determine "truth." These researchers usually apply quantitative approaches in their research designs (see 39.4). Those advocating naturalistic inquiry (see 40.2) may be uncomfortable with the approach taken by this chapter. A general question often asked by qualitative researchers, "What is going on here", does not readily translate to results of the kind summarized in this chapter and the type of measurement techniques recommended next. Certainly, it would be unwise to discount qualitative techniques for examining the critical issues of the field. Just as certainly, the vast body of literature about attitudes and attitude measurement were generated by scientists who applied quantitative approaches to measurement. Problems with attitude measurement are of three types. First, researchers are not clearly defining their attitude variables. In other words, they are not operationalizing the constructs that they are setting out to measure. This problem is heightened by the failure of many to include attitude hypotheses or research questions in their research designs. Rather, attitude constructs are often included as post-hoc components of research studies. Qualitative researchers also tend to show little interest in attitude constructs. Second, attitudes are not measured well. Certainly, quantitative measurement of attitudes has evolved into a fairly exact process (Henerson, Morris & Fitz-Gibbon, 1987). However, reports about the methods used to develop measures of attitudes are reported in only a minority of the research studies found in the literature. Simonson (1979a) reported that only 50% of the studies reviewed reported on the validation of attitude measures, and only 20%
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reported descriptive information about their attitude tests. Most measures then, and toddy, tended to be locally prepared and used only once-in the specific study reported. Researchers who were otherwise extremely careful to standardize their achievement measures did not do the same for their tests of attitudes. One alarming trend was the use of single items to measure attitudes. Researchers reported using a single item to determine a person's attitude (e.g., Do you like chemistry?), and then used the responses to this question in powerful statistical analyses. Apparently, reliability and validity concerns were not worrisome to these researchers. Finally, attitude measurement has tended to be of only peripheral importance to researchers. Often, as stated above, attitudes are relegated to post-hoc examinations, often conducted without controls or design considerations being taken into account. As a matter of fact, it is obvious that attitude study is not an area of interest or importance in mainstream instructional technology research. Of the hundreds of studies published in the literature of educational communications and technology since Simonson's review (1979a) of attitude research, less than 5% examined attitude variables as a major area of interest. This lack of interest was discouraging, especially when contrasted with the wealth of attitude research in the literature of social psychology.

Factors affecting paint purchase decision (Purchase Decision influences in 2008; source: NACC, volume 3, issue12, June 2008) 1. Availability 2. Brand 3. Delivery 4. Quality 5. Price 6. Customer preference 7. Discount 8. Promotion

Attitude measurement Thurstone scale In psychology, the Thurstone scale was the first formal technique for measuring an attitude. It was developed by Louis Leon Thurstone in 1928, as a means of measuring attitudes towards religion. It is made up of statements about a particular issue, and each statement has
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a numerical value indicating how favorable or unfavorable it is judged to be. People check each of the statements to which they agree, and a mean score is computed, indicating their attitude.

Guttman scale A type of attitude scale which is named after the US (later Israeli) psychologist Louis H. Guttman (191687). The items of which can be arranged in a hierarchical order such that agreement with any particular item implies probable agreement with all those below it in the hierarchy, as would apply to the following (non-attitudinal) items: I am over 5 feet tall; I am over 5 feet 6 inches tall; I am over 6 feet tall; I am over 6 feet 6 inches tall . It is constructed by the method of scalogram analysis in which a large pool of candidate statements about an attitude object (such as Euthanasia is morally wrong; Euthanasia should be legalized, and so on) are administered to a group of respondents who mark just those items with which they agree, and from these responses a set of items is selected that can be arranged into a hierarchy with as few errors (deviations from a perfect linear hierarchy) as possible, a satisfactory Guttman scale having relatively few errors as indexed by a reproducibility (Rep) of at least 0.90, implying that the scale is unidimensional, measuring only one major attitude variable. The process of constructing a Guttman scale is called scalogram analysis. A simple example of a Guttman scale is a social distance scale]

Likert scale The Likert scale was introduced as a scale of attitudes in Likert's "A Technique for the Measurement of Attitudes, It was a bipolar scale running from one extreme through a neutral point to the opposite extreme. The Likert technique presents a set of attitude statements. Subjects are asked to express agreement or disagreement of a five-point scale. Each degree of agreement is given a numerical value from one to five. Thus a total numerical value can be calculated from all the responses.

A Likert scale is a psychometric scale commonly used in questionnaires, and is the most widely used scale in survey research. When responding to a Likert questionnaire item, respondents specify their level of agreement to a statement. The scale is named after Rensis Likert, who published a report describing its use. An important distinction must be made between a Likert Scale and a Likert item. The Likert Scale is the sum of responses on several Likert items. Because Likert items are often
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accompanied by a visual analog scale (e.g., a horizontal line, on which a subject indicates his or her response by circling or checking tick-marks), the items are sometimes called scales themselves. This is the source of much confusion; it is better, therefore, to reserve the word 'Likert scale' to apply to the summated scale, and 'Likert item' to refer to an individual item. A Likert item is simply a statement which the respondent is asked to evaluate according to any kind of subjective or objective criteria; generally the level of agreement or disagreement is measured. Often five ordered response levels are used, although many psychometricians advocate using seven or nine levels; a recent empirical study[3] found that data from 5-level, 7- level and 10-level items showed very similar characteristics in terms of mean, variance, skewness and kurtosis after a simple transformation was applied. The format of a typical five-level Likert item is: 1. Strongly disagree 2. Disagree 3. Neither agree nor disagree 4. Agree 5. Strongly agree Likert scaling is a bipolar scaling method, measuring either positive or negative response to a statement. Sometimes a four-point scale is used; this is a forced choice method since the middle option of "Neither agree nor disagree" is not available. Likert scales may be subject to distortion from several causes. Respondents may avoid using extreme response categories (central tendency bias); agree with statements as presented (acquiescence bias); or try to portray themselves or their organization in a more favorable light (social desirability bias). Designing a scale with balanced keying (an equal number of positive and negative statements) can obviate the problem of acquiescence bias, since acquiescence on positively keyed items will balance acquiescence on negatively keyed items, but central tendency and social desirability are somewhat more problematic. Data from Likert scales are sometimes reduced to the nominal level by combining all agree and disagree responses into two categories of "accept" and "reject".

Multi attribute model of attitude

Ao = biei
i=1

Where,
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Ao = Attitude toward the object (brand) bi = belief about the brands possession of the attribute ei = evaluation of the attribute as being good or bad n = there are a limited number (n) of attributes which the person will consider

Fishbein and Ajzen: Theory of Reasoned Action (Michael J. Ryan, E. H. Bonfield (1975), Advances in Consumer Research Volume 2, 1975, Pages 265-284, According to the theory of reasoned action (TORA), an individuals attitude toward any object is a function of their beliefs about the object (Fishbein, 1963; Ajzen and Fishbein, 1969). Additionally, Ajzen and Fishbein (1969) argue that behavioral intentions to perform specific behavioral acts can best be predicted by attitudes and normative beliefs about those acts. Several researchers have tested Ajzen and Fishbeins model and have found its predictive ability to remain consistent (Sheppard, Hartwick & Warsaw, 1988). Fishbein (1963) argued that behavioral intentions to perform specific behavioral acts can best be predicted by attitudes and normative beliefs about those acts: . Where Bi = belief i about the object, ai = the evaluative aspect of Bi, and N = the number of beliefs. Taken further, Ajzen and Fishbien (1969) developed an adapted model arguing that behavioral intentions are a joint function of the attitude toward performing a particular behavior in a given situation and of the norms perceived to govern that behavior: So, we may visualize the behavioral antecedents as the intentions and attitudes as the relationship of behavior to behavioral intentions is the sum of ones attitude toward the behavior, personal normative beliefs, social normative beliefs, and motivation to comply.

Where B = overt behavior, BI = behavioral intentions, A-act = attitude toward the behavior in a given situation, NBp = personal normative beliefs, NBs = social normative beliefs, Mcs = motivation to comply with social normative beliefs, w0, w1. and w2 = empirically determined weights. Figure 1 graphically represents Fishbein and Ajzens (1975) model. Influenced by Fishbein and Ajzens (1975) model of intentioned behavior (See Figure 1) I propose a modified model incorporating the construct of moral and ethical climates:

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Feedback:

Moderating Variables:

Intention to perform X Attitude toward X Subjective norm concerning X Beliefs about consequences of behavior X Normative beliefs about behavior X Behavior X Ethical Climate Where B = overt behavior, BI = behavioral intentions, A-act = attitude toward the behavior in a given situation, NBp = personal normative beliefs, EC = ethical climate, NBs = social normative beliefs, Mcs = motivation to comply with social normative beliefs, w0, w1, and w2 = empirically determined weights. Represented graphically in Figure 2, the construct ethical climate is included in the modified path model representation. In other words, I argue that ethical climate affects an individuals behavioral outcomes to the degree to which a person has a favorable or unfavorable evaluation of the behavior in question (Ajzen & Madden, 1986), more specifically, attitudes toward specific behaviors. Moral Climate Cohen (1998), however, states that, ...to identify the normative systems that guide organizational decision-making and the systemic responses to ethical dilemmas... (p.1212). Additionally, according to Cohen, while providing broad-based classification schemes, prior research ...did not specify what the practices and procedures might be, (p. 1212) that would truly operationalize the models. Thus, Cohen (1998, p. 1213) defines moral climate as, prevailing employee perceptions of organizational signals about norms for establishing intentions, considering consequences, observing contracts, determining distribution and implementing procedures. Cohen (1998) also includes a multi-dimensionality component to her framework that includes five dimensions, goal emphasis, means emphasis, socio-emotional, task support and reward orientation. Lastly, one caveat that Cohen (1998) expresses is that ...climate for a certain behavior does not cause individuals to perform that behavior (p. 1214). Figure 3 integrates the previously discussed five moral constructs as a revised model of intentioned behavior. (Ajzen & Madden, 1986, p. 454)

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Attitude theory: Fishbein (1963, 1967; Fishbein and Ajzen 1975) presented perhaps the clearest theoretical exposition of the causal basis of attitudes. According to Fishbein and Ajzen (1975, p.222), A persons attitude is a function of his salient beliefs at a given point in time. Beliefs are subjective associations between any two discriminable concepts. Salient beliefs are those activated from memory and considered by the person in a given situation (Fishbein and Ajzen 1975; Olson, Kanwar, and Muderrisoglu 1979). As these operationalized in the typical marketing research study, the attitude concept of interest is a brand and the related concepts are product attributes. (Andrew A. Mitchell and Jerry C. Olson; journal of marketing research, vol. 18 (August 1981), 318-32) Important Features of the Fishbein Model 1) A compensatory attitude model

2) ei is a measure of evaluation (like importance weight wi) as in the compensatory model of decision making described earlier. e.g. For a soft drink, both Mr. A and Mr. B may say that sweetness is an important attribute but for two different reasons: Mr. A wants a low sweetness but Mr. B wants a high sweetness Therefore, the scales used to measure ei usually range from a negative value to a positive value; e.g., -2 to +2 (bipolar), not simply 1 to 5 (uniploar). Having a bipolar scale also allows us to define a 0 point on the scale, e.g, some consumers may not care at all about sweetness, and they would circle 0. 3) bi is a measure of consumers' beliefs regarding attribute i , that is, their perception of a product's performance on an attribute i. bi scales can either be unipolar or bipolar; however, for the sake of convention, bipolar scales are used.

Example: In the following scales, please circle the number that best describes your opinion: (ei)When you select a soft drink, high sweetness is: Very undesirable -2 -1 0 +1 +2 Very desirable (bi)Regarding sweetness, your beliefs is that Coke has: Low Sweetness Some Marketing Applications of the Fishbein Model -2 -1 0 +1 +2 High Sweetness

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1. The ei ratings can be used in benefit segmentation because people with similar ratings on the ei's look for the same product attributes. 2. The belief dimension (Bi) can be used in product positioning and repositioning: 3. Different strategies for creating a better attitude for one's product: Increase (decrease) Bi on positively (negatively) evaluated ei: Change the perception of the consumer about our brand. Increase (decrease) ei for attributes that the consumer has a positive (negative) belief (Bi). Since ei actually reflects the consumer's needs, it is usually difficult for the marketers to have a major impact on consumers' evaluative criteria, but it may sometimes be done through effective advertising. Change total number of attributes that are being used for comparison.

Some other useful topics for the project Product Involvement Scale: (You have to include this scale in your questionnaire!!) This scale can be used to measure consumers involvement with the product category (not brand). Consumers can be asked to fill out the following scales and the overall average is taken as an indication of product involvement. The example below is given for soft drinks: Please indicate to what degree you agree/disagree with the following statements: 1. I have compared different brands/types of soft drinks. Disagree 1 2 3 4 5 6 7 Agree

2. I usually pay attention to ads for soft drinks. Disagree 1 2 3 4 5 6 7 Agree

3. I usually spend some time and effort deciding which brand of soft drinks to buy Disagree 1 2 3 4 5 6 7 Agree

4. I usually consider many factors before purchasing soft drinks. Disagree 1 2 3 4 5 6 7 Agree

On this scale, higher numbers indicate greater involvement. Note: total involvement = average (or mean) score obtained on the 5 scales. Thumb rule: Average score > 4.5: High Involvement. Average score < 3.5: Low Involvement Between 3.5 and 4.5: Use other criteria to decide involvement (try to have some other questions in your questionnaire that also give you some idea of how important/involving this
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product category is for consumers. Then, if you cant decide using the scales given above, you can use these other questions to form an idea of product involvement). Life-style (LS), psychographics, and AIO Statements (please read Chapter 13 of your book) LS is a construct which goes beyond personality and demographics. LS is more contemporary, more comprehensive, more behavioral, more lifelike, and more useful in marketing. LS includes the ways in which people live and spend time and money Psychographics is the principal technique used by consumer researchers as an operational measures of LS. Psychographics uses scales measuring a persons activities (work, hobbies etc.) interests (e.g., family vs. career), and opinions (e.g., social, political issues). These scales are collectively termed AIO scales. Use of life-style characteristics in marketing: (a) To describe and identify market segments, target customers and product positioning. Individuals with similar life-styles constitute a homogeneous market segment because they look for the same product attributes. LS is therefore one of the key determinants of product positioning strategy. (b) media guidelines and other strategic dimensions such as promotion, distribution, and pricing. Examples: * What sorts of media (magazine, TV) is one exposed to? * Which channel and what sorts of TV programs does one watch? * What kind of advertising appeals one is more likely to accept? Some examples of lifestyle and personality questions: Indicate the extent to which you agree or disagree with the following statements. (1 = agree strongly .......... 5 = disagree strongly) a. I care about what my classmates think of me. b. I like karaoke c. I like going to parties and meeting new people.

Note: You do not have to include lifestyle and personality questions in your questionnaire if you feel that you will not get much insight from these questions. For example, for many products, such as toothpaste, soap, etc., lifestyle and personality really do not play a part in brand evaluations.

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The Extended Fisbein Model The average correlation between BI and B across these studies was .435. The average

multiple correlation of attitude and social influence on BI was .62. Three of these studies (Harrell and Bennett, 1974; Mathews, et. al., 1974; Lutz 1973a) also employed cross validation procedures. Correlations obtained using cross validation were comparable to those above indicating the model is a stable predict-or. Using R2 as a criterion, the predictive power obtained in the-marketing studies has been generally lower than obtained in the social psychology studies. A possible explanation may be found in the different types of behaviors and attitudes examined. The social psychology studies were predominantly concerned with potentially central attitudes (e.g., attitudes toward behavior involving racial or religious beliefs). The marketing studies examined purchase activities which may have involved noncentral attitudes. Consequently, the marketing behavior may have had smaller associations with attitudes and social influence because of their lack of centrality to the individual. Bonfield (1974) found the deterministic influence was stronger when subjects perceived the product as important. Ryan (1974) also found the deterministic influence was stronger for automobiles than toothpaste. An automobile purchase would be expected to be more central than a toothpaste purchase. In an attempt to explain why marketing behavioral models have generally accounted for a small proportion of systematic variance, Bass (1974) has demonstrated that purchase behavior is predominantly a stochastic process. The emerging pattern in the studies discussed here suggests the relative influence of deterministic and stochastic elements may vary across products. Bonfield (1974) also found the relative influence varied across different segments. In addition to perceived product importance, high education and low brand loyalty groups exhibited stronger deterministic influences than low education and high brand loyalty groups respectively. Wilson, et. al. (1974) accounted for more variation in housewives' purchase intentions toward toothpaste brands than did Ryan (1974) among college undergraduates. The housewives may have more carefully considered toothpaste purchase than college students. These findings suggest claims that behavior is primarily predicted from either deterministic or stochastic influences may be premature. Rather, the relative importance of these influences may be a function of group, individual, or product characteristics. In general, the R2's found in the marketing studies have not shown the model to be a particularly good predictor. Bonfield (1974) found a naive model predicted equally well. Instead, the patterns in relative R2's associated with the model suggest the model has explanatory potential. A synthesis of a
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much larger body of research is needed to suggest a more definitive pattern of deterministic and stochastic influences among products and segments. The strategic implications are obvious. For example, promotional strategies based on attitude change tactics are inappropriate for products and groups whose purchase behavior is primarily stochastic. Operationalization Differences Operationalization of the dependent and independent components of the model has varied considerably in the marketing studies conducted in the United States. Behavior has been measured in field studies in terms of the actual brand most frequently prescribed by physicians over a period running both before and after measures of intention, attitude, and social influence had been obtained (Harrell and Bennett, 1974), brand of fruit drink purchased on the first occasion following the independent component measures (Bonfield, 1974), and choice of a free sample immediately following an interview (Mathews, et. al., 1974). Only Wilson, et. al. (1973) measured behavior as more than a dichotomous outcome, treating the variable in terms of cooperative choices in a prisoner dilemma, negotiation experiment. Attitude has been measured closely paralleling Fishbein's Aact procedures as well as in terms of substituting other measures. As noted previously, Fishbein has used AoJ zBiai, and Aact (evaluative semantic differential type scales) in various social psychological studies. Aact was operationalized as a multi-item, semantic differential type scale by Mathews, et. al. (1974), Ryan (1973), and Wilson, et. al. (1973); Harrell and Bennett (1974), and Weddle and Bettman (1973) basically operationalized attitudes as EBiai. Ryan (1974) and Lutz (1973b) used both techniques. Bonfield (1974) substituted a factor analytic model as described by Howard Sheth (1969). A EBiai operationalization of the attitude component appears essential to understanding since it represents the structure underlying attitude. However, operationalization in this form has presented some difficulties. Among the marketing studies using EBiai scales only Ryan (1974) used multi-item B1 and ai scales. One item scales are generally considered unreliable since there is no opportunity for random and specificity errors to average out over a set of scales. Reliability estimates should be incorporated in future correlational studies in order to ascertain whether weak correlations are due to unreliable measures. Semantic differential type measurements deviate from the interval and ratio characteristics necessary for their applications in expectancy models (Heise, 1969). Although violations of the interval assumptions make little difference when correlating scale scores (Nunnally, 1967, pp. 24-30), multiplication of these scores does require a ratio scale in order to be meaningful
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(Lord and Novick 1968, p. 21). Schmidt (1973) addressed the multiplicity issue and provided empirical evidence indicating expectancy value models are not robust with respect to violating ratio scale assumptions. Scaling and operational procedures are an important area for further research which consumer researchers are beginning to explore (e.g. Bettman, Capon, and Lutz, 1974). Future studies should incorporate both Aact and EBiai operationalizations in order to provide both appropriate correlation coefficients, beta weights, and understanding the underlYing attitudinal structure. While there is general agreement the first component of the extended model is attitude, some confusion exists as to the theoretical conceptualization of the second component. Fishbein (1967) originally conceived of it as a social normative component. More recently he has viewed it as a measure of the perceived attitude of others toward performing the behavior (Ajzen and Fishbein, 1972) as has Ryan (1974) in a marketing context. Bonfield (1974) referred to the component as an indicant of reference group or social influence. Four strategies have been followed in operationalizing the social influence component of the model. Wilson, et. al. (1973), following an experimental strategy paralleling Dulany's work, controlled the situation so there would be only one NBjMCj source Bonfield (1974) and Harrell and Bennett (1974) used single item, generalized other NBjMCjoperationalizations. Mathews, et. al. (1974); Ryan (1973, 1974), Lutz (1970), and Weddle and Bettman (1973) utilized multi-other, NBjMCj scales where each NB-MC represented a specific source of normative influence Ryan (1974) elicited salient others as influence sources. The other studies appeared to use predetermined lists. Ryan (1974)) following Ajzen and Fishbein (1972), also operationalized the social influence component as perceived attitude of relevant others, AactO, toward performing the behavior Ajzen and Fishbein (1972) have conceived of AactO as the attitude of others toward their, the others, performing the act not their attitude toward the individual, whose intentions are the subject of the model, performing the act Essentially, the Ajzen and Fishbein statement is of the form Most of the people whose opinion is important to me with respect to this act think this act is while Ryan (1974) has operationalized the statement in the form Others think that for me to perform this act is The same evaluative semantic differential type scales, good-bad foolish-wise harmfulbeneficial, and punishing-rewarding, have been used by both Ryan and Ajzen and Fishbein. There is no apparent behavioral expectation element in the AactO component as operationalized by Ajzen and Fishbein, although the expectation notion appears essential in
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the antecedent, Dulany theory In addition, their AactO measure is inconsistent with Fishbein's conceptualization of Aact which requires the attitude to be linked to the individual's performance of some behavioral act. Ryan's operationalization is consistent with the expectancy notion in the Dulany theory and the specificity requirement of the Fishbein Aact conceptualization

Disturbingly, operationalizing the second component as AactO and as NB MCj may not be equivalent. Ryan (1974) has shown correlations of less than .00 between the two measures. AactO correlated more highly with BI than did ENBjMC or than AactO correlated with ENBjMCj. Thus, AactO, operationalized as other's attitude toward the perceiver's performance may be an appropriate operationalization of the second component when prediction is the purpose of the model. The NBjMCj method of operationalization, however, provides better diagnostic power. Additional study of the second component of the model is needed Additional evidence is needed relative to the inclusion of MC, the substitutability of AactO and NBjMCj, and construct validity of these components. Since Aact and Biai measurement; problems also apply here, it is necessary to have the same type of research scrutiny paid the normative or social influence measures.

Additively of Independent Variables The forms of the model discussed state the independent variables combine in an additive manner. That is, they are orthogonal. Operational measure of these constructs have been shown to have separate effects on BI. Yet, common sense suggests these constructs are not completely independent. For example, a person who perceives an act as morally correct would be expected to believe others also view this act as morally correct. Thus, on a theoretical basis it is expected that interaction as well as direct effects should be present in the model. The number of statistically significant beta weights for Aact and ENB MC shown in Table 1 far exceed the number that are insignificant, supporting the contention that each independent variable has direct predictive power. This evidence must be viewed with caution since only Ryan (1974) used measures for both attitude and social influence that were highly and equally reliable. In Ryan's research, the beta weights associated with social influence were not statistically significant.

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Evidence suggesting the independent components are not additive is shown by high correlations between independent variables; Bonfield (1974), Mathews, et. al. (1974), and Ryan (1974) found correlations between attitude and social influence which were higher than the correlation of either on BI. In an experimental setting, Ryan (1974) found changes in both Aact and AactO occurred regardless of whether Bi or NB were manipulated, thus suggesting a nonadditive relationship. More research iJs needed to investigate the additivity assumption. In addition nonadditive reformulations of the model based on intuitively appealing conceptual antecedents should be investigated.

If an additive model can be supported, beta weight analysis has implications for marketing strategies as a means of ascertaining whether brand or product purchase intentions are primarily under attitudinal or social influence control. For example, Mathews, et. al. (1974) suggested an attitudinal-social influence continuum exists analogous to an instrumentalexpressive continuum used for classifying consumer products. That is, automobiles and clothing were classified as expressive products since they are indicants of social status. Thus, automobiles and clothing would be expected to have higher beta weights associated with social influence than with attitude. Laundry detergents were viewed as instrumental products in that they are relatively homogeneous, generally purchased and used for utilitarian benefits, and do not tend to carry status implications. Therefore, beta weights associated with attitude toward instrumental products would be expected to be greater than the beta weights associated with social influence. Mathews, et. al. caution that the instrumental and expressive dimensions are not mutually exclusive. The results reported by Mathews, et. al. (1974) support their hypothesis. Variation in intentions concerning toothpaste purchases explained by attitude were consistently lower than explained by social influence, but the beta weights associated with attitude for the cosmetic brands (Ultra Brite, MacLeans, and Pepsodent) were lower than the beta weights associated with attitude for the noncosmetic brands and social influence was relatively stronger with respect to the cosmetic brands (See Table 1). Wilson, ct. al. (1'973) found situational influences affected the relative importance of attitudes and social influences. Attitudinal influences predominated, but social influences were stronger among perceived similar buyer-seller dyads.

The Relationship Between Behavior and Behavioral Intentions Sheth (1974) has defined behavior as a function of behavioral intention and those situational factors that could not be predicted by the individual at the time of verbally expressing his
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behavioral intention. In the studies where BI and B measures were contiguous or nearly contiguous, BI-B correlations were high (Mathews, et. al. 1974; and Wilson, et. al. 1973).In the studies where measures of B and BI were allowed to vary, the correlations were much lower (Bonfield, 1974; and Harrell and Bennett, 1974) Future studies should examine situational variables intervening between measures of B and BI Perhaps the procedures developed by Sheth (1973) could be adapted to the present model Three social psychology studies (Darroch 1971; Fishbein, et al 1970; Ajzen and Fishbein, 1970) have furnished evidence indicating the need to include BI as a moderator variable even though situational variables were controlled These findings suggest understanding purchase intentions may be necessary for understanding purchase behavior Consumer researchers should address this issue

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5.0 Findings & Analysis 5.1 The current condition of Elite paint 5.1.1 Market segmentation Elite Paint Market is segmented on the basis of Demographic including Age form 30-40, 4150. And people like Businessman, Managers, homemakers, Architects, Engineers, Painters, and Officials. Demographic market segmentation is based on the age groups and occupational groups. The age group that they segment and target it to is between 30-50 years old. People between their 30s and 50s are established and most of them at this time starts a family and buys a house or condominium. Some start their own industries. So these are the potential buyers of paint. Occupational groups who are potential buyers would include businessmen, home-makers, architects, engineers, painters, and officials. Behavioral segmentation is done based on loyalty status, user status, and readiness stage. Loyalty status is based on or means whether the consumer has strong brand loyalty towards elite paints, medium, or no loyalty at all. Consumers who are strongly loyal to the medium loyal ones usually stick with purchasing Elite Paints. Readiness stage is whether a consumer is aware, informed or interested in elite paints. Premium segmentation: We know that real estate sector is growing sector in Bangladesh and they are using more of the paints. The same picture, we find in the graph. They are using more than the industry. Economic segmentation: Paint is also useful in shipping and transportation areas. Where shipping industry use more of it.

5.1.2 Target market Target market: Elite Paints mainly employs the mass marketing strategy, but they also do Paint is a mass product, meaning it is meant for the masses of people to use. Everyone needs paint so Elite Paint is known to reach out to almost every corner of Bangladesh. As this is a local brand they only focus on the Bangladeshi market. Decorative paints for building: These paints are usually targeted at new home owners, who want to make their abode look beautiful. Home-makers are usually the main targets here. Industrial paints: These types of paints are targeted at factory owners or industrialists, who want to paint their factory buildings and machinery. Protecting different structures from aggressive industrial pollution,

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Marine paints: To protect ship and offshore structure from briny air and seawater corrosion special types of paint is needed. Such pain is called marine paint. Government: The biggest segment of elite paints is the Bangladeshi government. The Bangladeshi government is a big buyer of elite paints for the paints use in Bangladesh Navy, Bangladesh Air Force, city corporations- for road markers, and Bangladesh railway. These are the main market segments targeted by elite paints and through these elite paints continue to grow.

5.1.3 Market share: Elite paint is the second largest market share holder after leader Berger. Berger leads by a great percentage- 42%, while elite paints trail with 12%. This huge difference does not necessarily mean that Elite paint is bad. It is a market trailer but in many cases they are pioneers, such as they have the best master coat on the market. The rest of the market is divided by Asian Paints, Roxy, Navana, etc.

5.1.4 Product positioning If a company can position itself in a good way then rest of the marketing strategies become easier and fall into place accordingly. Positioning is the task of designing the companys offerings and brand image in such a way so that it occupies a clear, distinctive and desirable place in the minds of target consumers.

5.1.4 Marketing mix: The marketing mix of a company is said to be the set of controllable, tactical marketing tools that the firm blends in to produce the response that it wants in the market. The marketing mix is the determinant of whether a consumer will demand its products or not. It is very important to blend in the four Ps to get the right marketing mix for a particular market segment so as to be successful. Types of products offered by Elite paints are: Decorative paint Marine paint Industrial paint Road marking paint Stoving Enamel paint Tennis Court Paint
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5.1.5 Coverage: Elite Paint covers the whole country and follows the direct distribution policy to make the paints available in the market. Elite Paints distributes paints through its own sales force. Distribution activities of Elite Paints in all over Bangladesh are covered by 3 (Three) strategic depots and six zonal offices. Paints are first produced in the factory (Bayejeed Bostami Road, Nasirabad industrial area Chittagong) then it comes to the head office (Elite House, CDA Avenue, Chittagong). From there it goes to different zone and depots. Product varieties and price: (effective from 16th July, 2010) Pack Size 18.20 Ltr. 3.64 Ltr. Enamel M.R.P 4098.00 860.00 225.00 121.00 3378.00 695.00 185.00 94.00 45.00 3595.00 758.00 198.00 1735.00 370.00 96.00 1530.00 310.00 80.00 775.00 200.00 105.00 Product Name Pack Size 3.64 Ltr. M.R.P 650.00 170.00 92.00 1215.00 320.00 3777.00 795.00 215.00 3725.00 770.00 3458.00 715.00 179.00 90.00 3765.00 780.00 2700.00 1435.00 395.00 4105.00 850.00

LUCKY-7 Synthetic Paint

0.910 Ltr. 0.455 Ltr. 18.20 Ltr. 3.64 Ltr. QUICK DRYING 0.910 Synthetic Enamel Ltr. Paint 0.455 Ltr. 0.200 Ltr. 18.2 Ltr. PLASTELITE 3.64 Ltr. Plastic Emulsion 0.910 Paint Ltr. 18.2 Ltr. REBELITE 3.64 Ltr. Synthetic Paste Distemper 0.910 Ltr. 18.2 Ltr. Rangraaj SPD 3.64 Ltr. 910 Ltr. 3.64 Ltr. RUPALI 0.910 Duel Pack Aluminum Ltr. Paint 0.455

SYNTHETIC CLEAR 0.910 VARNISH Ltr. Transparent Alkyd 0.455 Varnish Ltr. 04 Ltr. VARNISH Yacht 01 Ltr.

18.2 Ltr. PLASTELITE WALL 3.64 Ltr. SEALER Primer- Sealer for 0.91 Ltr. Wall 18.2 Ltr. ACLOSE SEALER Water Based Acrylic Sealer 3.64 Ltr. 18.2 Ltr. 3.64 Ltr. SYNTHETIC UNDERCOAT Undercoat for Alkyd 0.91 Ltr. Based Paint 0.455 Ltr. 18.2 Ltr. Anticorrosive Roofing Paint 3.64 Ltr. 40 kg ELITECEM 20 kg Cement Based Palnt 05 kg 18.2 Ltr. SUPER ACLOSE SILKY FINISH 3.64 Ltr.

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VICTORY- U Anticorrosive Oxide Primer

Ltr. 18.2 Ltr. 3.64 Ltr. red 0.910 Ltr. 18.2 Ltr. red 3.64 Ltr. 0.910 Ltr. 18.2 Ltr.

2650.00 545.00

145.00 2565.00 538.00 140.00 3,100.00 640.00 175.00 3,467.00 717.00 596.00

VICTORY- U Anticorrosive Oxide

VICTORY- U Red Oxide Primer 3.64 Ltr. General Purpose 0.910 Ltr. ALUMINIUM 18.2 Ltr. WOOD PRIMER Primer for Wooden 3.64 Ltr. Structures 0.910 MASTER JOINTING Ltr. COMPOUNT Damp Protective Paint 0.455 Ltr. 18.2 Ltr. WALLEITE-SU Water Based SealerUndercoat

ACLOSE MASTER COAT Weather proof Exterior Paint ROOFING COMPOUND Paint of Concrete Roof BONNTILE SEALER Sealer for Texture BONNTILE TEXTURE BONNTILE TOP COAT Acrylic Gloss Finish Floor Mastic Paint EPOXY STOP Damp Paint DAMP

18.2 Ltr. 3.64 Ltr.

4900.00 1030.00

18.2 Ltr. 3.64 Ltr. 18.2 Ltr. 3.64 Ltr. 20 kg 18.2 Ltr. 3.64 Ltr. 3.64 Ltr. 0.91 Ltr.

5390.00 1105.00 4500.00 933.00 1299.00 8145.00 1660.00 1785.00 404.00 215.00

0.455 Protective Ltr.

313.00 3115.00 HAMMELITE Hammer Finish

0.910 Ltr. 0.455 Ltr.

278.00 142.00

Wall PUTTY Water Based Putty

3.64 Ltr. 0.91 Ltr. 25 kg 05 kg 18.20 Ltr.

645.00 148.00 1625.00 355.00 4000.00

180 Ltr. 20 Ltr. 04 Ltr. THINNER T-1 General Purpose 02 Ltr. 01 Ltr. Thinner

14500.00 1725.00 372.00 204.00 108.00

ALKALITE SEALER Alkyd Based Sealer

3.64 Ltr. 820.00 Pack M.R.P Size 5.1.6 Discounts:

Product Name

Pack Size

M.R.P

Elite Paints supply most of their paints to their dealer at 15% to 16% discount on MRP. But a product called Master Coat which is offered to the dealer at 10% discount on MRP as
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production cost of this product is high. The dealers sell paints to customer at 4% to 5% discount if customers buy in large volume and thus making a Profit of 9% to 10 %

5.1.7 Credit terms: Dealers of all over the country are entitled to enjoy 90 days credit facility provided that these dealers are registered. But dealers of Dhaka and Chittagong enjoy credit facility of 100 days for all products of the Elite Paints.

5.1.8 Other facilities If dealers buy more than a specified volume in one invoice they are rewarded with exemption of certain percentage on total monetary value of invoice. The amount exempted is deducted during the cash payment of amount due to him or at the time next time purchase

5.1.9 Place Place refers to distribution channels, the coverage that the company provides. Elite paint is dedicated to cover as much as the country as possible and they cover almost all of Bangladesh. The following are a detailed description of how Elite paints undertake their coverage.

5.1.10 Promotional activities: Promotion refers to creating awareness about a product, product line, brand or services of a company and it also aims to persuade target consumers to buy their product. Promotional activities done by Elite paint are as follows:

Advertising Electronic media: Paints of Elite Paints are promoted in the market through electronic media mainly in BTV. Meaning they do advertisements normally aired in BTV. Through these advertisements not only the overall Elite Paints products are offered but also the individual brands are promoted. Print Media: They are used to going through newspapers, magazines and other periodical publications. So Elite Paints has taken the initiatives to attract peoples attention through print media to some extent.

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Billboard: Elite Paints efforts also move to grasp the potentials attention and to increase the frequency of exposure toward Elite Paints products while they are on the way to their destinations. This is done by the use of bill boards.

Sales Promotion: Elite Paints offers different types of incentives for consumers and dealers of the paint market. Trade promotion occurs more frequently than consumer promotion. Because, success in this market highly depends on the dealers who channels the paints from producers to consumers. Dealers are highly influential in the market because of long purchase cycle time, technical aspects of the paints & etc. Shop boys are also included within the discussion of dealers. Moreover, painters, end user of paint, play important roles in purchase decision of the paint.

Publicity: Publicity is related to the more exposure to a certain product the more consumers will favor the product. Elite Paints sponsor a number of public occasions such as the REHAB housing fair. This is the organization of the apartment builders or the organization that regulates construction. A number of potential apartment buyers roam this fair and since apartments and paints are complementary products it benefits elite paints in this sort of publicity.

Public Relations: Public relations can be defined as building good relations with the companys various publics by obtaining favorable publicity, building up a good corporate image, and handling or heading off unfavorable rumors, stories, and events. So to build good relations with the companys various stakeholders and also building a good company image Elite paints initiate their sales personnels visit to dealers.

Elite Paints marketing department communicates with various other target groups, such as engineers, architects, etc related with the paint business. All these build a strong personal relationship with their customer base and this helps them grow and retain their old customers.

Objective 02 5.2 The Factors that affect paint purchase decision. 5.2.1 The factors are 1. Availability 2. Brand 3. Delivery 4. Quality
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5. Price 6. Customer preference 7. Discount 8. Promotion (Purchase Decision influences in 2008; source: NACC, volume 3, issue12, June 2008) Through the questionnaire, the weights of these factors have been found. The results have been calculated in excel and the results are: Quality brand delivery customer preference availability price promotion discount 1.56666667 1.688889 1.73333333 1.76666667 2.16666667 2.4 2.64444444 3.01666667

These weights of the factors have been sorted in ascending order. Quality: In this result, quality comes in the 1st position. The real estate developers evaluate quality of the paints as they believe that quality of the paint should be given the top priority. Brand: In paint industry, brand name is another important factor. The respondents believe that using paints with high brand image increases their reputation. There are many brands that include some foreign brands also like Asian paints, Berger and so on. The real estate builders mostly use foreign brands as their customers look for those brands. Delivery: Most of the respondents expect prompt delivery as they are using that in building apartments. They always try to hand over the apartments just in time as they promise to their customers. Customer preference: Since the customers of apartment invest huge amount of money in buying apartment, the companies listen to what the customers want. In this case the companies choose paints according to customer preference. They think that customer preference is one of the most important factors. Availability: Availability is another factor while choosing paint. Paint could be available nearby where the builders build the apartment since all of the paint companies have strong market coverage in Chittagong.
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Price: As the real estate developers try to use paints with high quality and according to customer preference, they do not consider price as an important factor. Promotion: Promotional activities by the paint companies convince the real estate developers but it does not get that much priority. Ultimately they purchase the paint with high quality and brand image.

Discount: In paint industry, the companies do not provide that much discount because there is a consideration of brand image and quality. For example Berger paints do not provide discount but customers look for this paint as it has got high brand image.

5.3 The real estate developers attitude toward Elite paint compared to others. In this objective three companies were chosen. These are Elite paint Berger paint Moonstar paint

Respondents were interviewed about the attributes of these brands to measure their attitude toward the brand. The results are measured in a 5 point scale. In this scale, the less the point the attitude is more positive. On the other hand, the more the point, the attitude is more negative.

5.3.1 Multiattribute model of attitude Where, Ao = Attitude toward the object (brand) bi = belief about the brands possession of the attribute ei = evaluation of the attribute as being good or bad n = there are a limited number (n) of attributes which the person will consider The attributes are: Service Quality Durability Packaging Product support services

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Attitude toward Elite paint = (1.901.53) + (1.41.73) + (1.831.63) + (1.901.56) + (1.831.70) =2.91+2.42+2.98+2.96+3.11 =14.38/5 =2.8

Attitude toward Berger paint = (1.901.43) + (1.401.40) + (1.831.56) + (1.901.56) + (1.831.60) = 2.70+1.96+2.85+2.96+2.92 = 13.39/5 =2.68

Attitude toward Moonstar paint = (1.901.86) + (1.402.76) + (1.831.96) + (1.901.93) + (1.831.93) = 3.53+3.86+3.59+3.67+3.53 = 18.18/5 = 3.64

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6.0 Conclusion
In the conclusion we can say that there have positive attitude towards the elite paint. In Bangladesh there are many paint company and two have multinational company. what ever the finding come to the research Brand name is one of the most important factors to purchase the paint. Sometimes the relationship with the corporate customers is one of the factors to purchase the paint.

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7.0 References
Harkins, S.G. & Petty, R.E. (1981). Effects of source magnification of cognitive effort on attitudes: an information-processing view. Journal of Personality and Social Psychology 40(3), 401-13. Heider, F. (1958). The psychology of interpersonal relations. New York: Wiley. Henerson, M., Morris, L. & Fitz-Gibbon, C. (1987). How to measure attitudes. Beverly Hills, CA: Sage. Himmelfarb, S. & Eagly, A.H. (1974). Readings in attitude change. New York: Wiley. Hovland, C., Janis, 1. & Kelley, H. (1953). Communication and persuasion New Haven, CT. Yale University Press. Savenye, W.C. (1990). Role models and student attitudes toward nontraditional careers. Educational Technology Research and Development 38(3), 5-13. Schuman, H. & Johnson, M. (1976). Attitudes and behavior. Annual Review of Sociology 2, 161-207. Simonson, M. (1977). Attitude change and achievement: dissonance theory in education. Journal of Educational Research 70(3), 163-69. Ajzen, I. & Fishbein, M. The prediction of behavioral intentions in a choice situation. Journal of Experimental Social Psychology, 1969, 5, 400-416. Ajzen, I. & Fishbein, M. The prediction of behavior from attitudinal and normative variables. Journal of Experimental Psychology, 1970, 6, 466-487. Ajzen, I. & Fishbein, M. Attitudes and normative beliefs as factors influencing behavioral intentions. Journal of Personality and Social Psychology, 1972, 21, 1-9. Ajzen, I. & Fishbein, M. Attitudinal and normative variables as predictors of specific behaviors. Journal of Personality and Social Psychology, 1973, 27, 41-57. Andreason, A. R. Attitudes and consumer behavior: A decision model. In L. Preston (Ed.), New research in marketing. Berkeley: University of California, Institute for Business and Economic Research, 1965, 1-16. Bass, F. M. The theory of stochastic preference and brand switching. Journal of Marketing Research, 1974, 11, 1-20. Bettman, J. R., Capon, N. & Lutz, R. J. Cognitive algebra in multi-attribute attitude models. Working paper no. 10, Center for Marketing Studies, University of California, Los Angeles, February 1974.
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Bonfield, E. H. Attitude, social influence, personal norms, and intention interactions as related to brand purchase behavior. Journal of Marketing Research, 1974, in press. Bright, B. E. & Stammers, H. R. Advertising, promotion and medical detailing. Proceedings: Seminar on pharmaceutical research, European Society of Market Research. 1971.

Bruce, J. First experiences with Fishbein theory and survey methods. Proceedings: Seminar on translating advanced advertising theories into research reality. Amsterdam, The Netherlands: European Society of Market Research, 1971, 25-39.

Clawson, C. J. How useful are 90-day purchase probabilities? Journal of Marketing, 1971, 35(4), 43-47. Cowling, A. B. Determining and influencing consumer purchase decision. European Research, 1973a, 1, 26-31, 34. Cowling, A. B. Use of elicitation technique for producing dimension of brand choice. Proceedings. British market research society, 1973b, 139-156. Darroch, R. K. The prediction of intention and behavior: A comparison of theoretical models of the attitude-behavior relationship using a photographic release signing situation. Unpublished doctoral dissertation, University of Illinois, 1971.

Dulany, D. E. Awareness, rules, and propositional control: A confrontation with S-R behavior theory. In D. Horton and T. Dixon (Eds.), Verbal behavioral and general behavior theory. New York: Prentice-Hall, 1967, 340-387.

Fishbein, M. A. An investigation of the relationships between beliefs about an object and the attitude toward that object. Human Relations, 1963, 16, 233-239. Fishbein, .M. A. Attitude and the prediction of behavior. In M. Fishbein (Ed.), Readings in attitude theory and measurement. New York: Wiley, 1967, 477-492. Fishbein, M. A. Some comments on the use of "models" in advertising research. In Proceedings: Seminar on translating advanced advertising theories into research reality. Amsterdam: The Netherlands: European Society of Market Research, 1971.

Fishbein, M. A. The search for attitudinal-behavior consistency. In J. B. Cohen (Ed.), Behavioral science foundations of consumer behavior. New York: Free Press 1972, 245-252.

Fishbein, M. A. The prediction of behavior from attitudinal variables. In C. D. Mortensen and K. K. Sereno (Eds.), Advances in communication research. New York: Harper and Row, 1973, 3-31.
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Haley, R. I. Benefit segmentation: A decision oriented research tool. Journal of Marketing, 1968, 32(3), 30-35. Harrell, G. D. 4 Bennett, P. D. An evaluation of the expectancy value model of attitude measurement for physician prescribing behavior. Journal of Marketing Research, 1974, 11, 269-278.

Heise, D. R. Some methodological issues in semantic differential research. Psychological Bulletin, 1969, 72, 406-422. Howard, J. A. & Sheth, J. N. The theory of buyer behavior. New York: Wiley, 1969. Jaccard, J. J. & Davidson, A. R. Toward an understanding of family planning behaviors: An initial investigation. Journal of Applied Social Psychology, 1972, 2, 228-235.

Juster, F. T. Consumer buying intentions and purchase probability: An experiment in survey design. Journal of the American Statistical Association, 1966, 61, 658-696. Lord, F. M. & Novick, M. R. Statistical theories of mental test scores. Reading, Massachusetts: Addison Wesley, 1968. Lutz, R. J. A comparison of two alternative models of the attitude-behavior relationship. Paper presented at the 81st Annual Convention of the American Psychological Association, Division 23, Montreal, Canada, August 27-31, 1973a.

Lutz, R J. Cognitive change and attitude change: A validation study. Unpublished doctoral dissertation, University of Illinois at Urbana-Champaign, 1973b. Maltzman, I., Bogartz, W., & Breger, L. A procedure for increasing word association originality and its transfer effects. Journal of Experimental Psychology, 1958, 56, 392-398.

Mathews, H. L., Wilson, D. T., & Harvey, J. W. An empirical test of the Fishbein behavioral intention model. Working paper no. 19, College of Business Administration, The Pennsylvania State University. February. 1974.

Nunnally, J. C. Psychometric theory. New York: McGraw-Hill, 1967. Osgood, C. E., Suci, G. J., & Tannenbaum, P. H. The measurement of meaning. Champaign: University of Illinois, Press, 1957. Popper, K. R. The logic of scientific discovery. New York: Basic Books, 1959 Rosenberg, M. J. Cognitive structure and attitudinal effect. Journal of Abnormal and Social Psychology, 1956, 53, 367-72. Rosenberg, M. The logic of survey analysis. New York: Basic Books, 1968.
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Ryan, M. J. Purchase behavior: An explanatory theory, a predictive model. In R. L. King (Ed.), 1973 proceedings. Southern Marketing Association. Ryan, M. J. An empirical test of a predictive model and causal chain derived from Fishbein's behavioral intention model and applied to a purchase intention situation. Unpublished doctoral dissertation, University of Kentucky, 1974.

Schmidt, F. L. Implications of a measurement problem for expectancy theory research. Organizational Behavior and Human Performance, 1973, 10, 243-251. Sheth, J. N. A field study of attitude structure and attitude-behavior relationship. Faculty working paper no. 116, College of Commerce and Business Administration, University of Illinois at Urbana-Champaign, 1973.

Sheth, J. N. An investigation of relationships among evaluative beliefs, affect, behavioral intention, and behavior. In J. U. Farley, J. A. Howard, Q L. W. Ring (Eds.), Consumer behavior: Theory and application. Boston: Allyn & Bacon, 1974, 89-114.

Tuck, M. Fishbein theory and the Bass-Talarzyk problem. Journal of Marketing Research, 1973, 10, 345-348. Tuck, M. & Nelson, E. N. The relationship between attitudes and behavior. In ESOMAR congress papers. Amsterdam: The Netherlands: European Society of Market Research, 1969, 257-278.

Weddle, D. E. & Bettman, J. R., Marketing underground: n investigation of Fishbein's behavioral intention model. In S. Ward and P. Wright (Eds.), Advances in consumer research Vol. 1. Urbana, Ill.: Association for Consumer Research, 1973. pp. 310-318.

Wilkie, W. L. & Pessemier, E. A. Issues in marketing's use of multi-attribute attitude models. Journal of Marketing Research 1973, 10, 428-441.

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Factors affecting paint purchase decision and Attitude measurement

(I am a BBA student of Independent University, Bangladesh. This survey is an integrated part of my study. All information provided by you will treated highly confidential and will use in academic purpose only.) Respondents Name Respondents Designation Company Name Projects Locations : : : :

1. Which brand do you use most? A. Elite paint B. Berger C. Asian paints D. Moonstar paints E. Others 2. You are using a brand because others using the same? A. Yes B. No 3. Brand image is the main factor while choosing paint. A. Yes B. No 4. In case of quality which brand do you prefer? ______________________________________ 5. Which companys credit facilities are better? 1. Asian Paints (%) 2. Berger (%) 3. Elite paint (%) 4. Others (%)

6. Expected demands which are fulfilled by elite are a. Quality b. Coverage (market) c. Price (affordable) d. Durability e. Others f. All of the above.

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7.

How you count elite paint than other company (1-10) Elite paints Asian paints Berger Moon star Others

Company Service Quality Incentives Varieties Timeliness

Availability 8. We prefer the paint available nearby Strongly disagree 5 Disagree 4 Neither agree nor disagree 3 Agree 2 Strongly agree 1

9. Freight cost is one of the important considerations while choosing paint Strongly disagree 5 Disagree 4 Neither agree nor disagree 3 Agree 2 Strongly agree 1

Brand 10. Use of paints with high brand image increases our reputation Strongly disagree 5 Disagree 4 Neither agree nor disagree 3 Agree 2 Strongly agree 1

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Delivery 11. We prefer the paint that makes a prompt delivery. Strongly disagree 5 Disagree 4 Neither agree nor disagree 3 Agree 2 Strongly agree 1

12. We expect delivery service from the company just in time Strongly disagree 5 Disagree 4 Neither agree nor disagree 3 Agree 2 Strongly agree 1

Quality 13. We consider high quality paint as it is related to our reputation Strongly disagree 5 Disagree 4 Neither agree nor disagree 3 Agree 2 Strongly agree 1

14. We are not price sensitive toward high quality brands as we do not compromise with quality Strongly disagree 5 Disagree 4 Neither agree nor disagree 3 Agree 2 Strongly agree 1

Price 15. We prefer low priced paints as it is cost efficient Strongly disagree 5 Disagree 4 Neither agree nor disagree 3 Agree 2 Strongly agree 1

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16. High priced paints have high quality Strongly disagree 5 Disagree 4 Neither agree nor disagree 3 Agree 2 Strongly agree 1

Customer preference 17. Customer preference toward paints is an important consideration to us Strongly disagree 5 Disagree 4 Neither agree nor disagree 3 Agree 2 Strongly agree 1

18. We choose brands according to customer preference Strongly disagree 5 Disagree 4 Neither agree nor disagree 3 Agree 2 Strongly agree 1

Discount 19. We choose the highest discount provider brands Strongly disagree 5 Disagree 4 Neither agree nor disagree 3 Agree 2 Strongly agree 1

20. Discount and allowance is an important consideration rather than being loyal to specific brand Strongly disagree 5 Disagree 4 Neither agree nor disagree 3 Agree 2 Strongly agree 1

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Promotion 21. Promotional activities by the paint companies also affect the paint buying decision. Strongly disagree 5 Disagree 4 Neither agree nor disagree 3 Agree 2 Strongly agree 1

22. Explicit service promises (billboard, poster ad) convince us in choosing brand Strongly disagree 5 Disagree 4 Neither agree nor disagree 3 Agree 2 Strongly agree 1

23. We listen to direct marketers in choosing paint Strongly disagree 5 Disagree 4 Neither agree nor disagree 3 Agree 2 Strongly agree 1

Attitude measurement

Service 24. We prefer paint that provides better service Strongly disagree 5 Disagree 4 Neither agree nor disagree 3 Agree 2 Strongly agree 1

25. We prefer Elite paint as it provides better service Strongly disagree 5 Disagree 4 Neither agree nor disagree 3 Agree 2 Strongly agree 1

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26. We prefer Berger paint as it provides better service Strongly disagree 5 Disagree 4 Neither agree nor disagree 3 Agree 2 Strongly agree 1

27. We prefer Moonstar paint as it provides better service Strongly disagree 5 Disagree 4 Neither agree nor disagree 3 Agree 2 Strongly agree 1

Quality 28. We prefer paint that provides high quality Strongly disagree 5 Disagree 4 Neither agree nor disagree 3 Agree 2 Strongly agree 1

29. Elite paint provides high quality Strongly disagree 5 Disagree 4 Neither agree nor disagree 3 Agree 2 Strongly agree 1

30. Berger paint provides high quality Strongly disagree 5 Disagree 4 Neither agree nor disagree 3 Agree 2 Strongly agree 1

31. Moonstar paint provides high quality Strongly disagree 5 Disagree 4 Neither agree nor disagree 3 Agree 2 Strongly agree 1

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Durability 32. Durability of the color is important while choosing paint Strongly disagree 5 Disagree 4 Neither agree nor disagree 3 Agree 2 Strongly agree 1

33. Paints from Elite are much durable Strongly disagree 5 Disagree 4 Neither agree nor disagree 3 Agree 2 Strongly agree 1

34. Paints from Berger are much durable Strongly disagree 5 Disagree 4 Neither agree nor disagree 3 Agree 2 Strongly agree 1

35. Paints from Moonstar are much durable Strongly disagree 5 Disagree 4 Neither agree nor disagree 3 Agree 2 Strongly agree 1

Packaging 36. Paint products should be maintained a good packaging Strongly disagree 5 Disagree 4 Neither agree nor disagree 3 Agree 2 Strongly agree 1

37. Elite paint maintains a good packaging

Strongly disagree 5

Disagree 4

Neither agree nor disagree 3

Agree 2

Strongly agree 1

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38. Berger paint maintains a good packaging Strongly disagree 5 Disagree 4 Neither agree nor disagree 3 Agree 2 Strongly agree 1

Moonstar paint maintains a good packaging Strongly disagree 5 Disagree 4 Neither agree nor disagree 3 Agree 2 Strongly agree 1

Product support services 39. Product support services should be well maintained Strongly disagree 5 Disagree 4 Neither agree nor disagree 3 Agree 2 Strongly agree 1

40. Product support services provided by Elite Paint are good Strongly disagree 5 Disagree 4 Neither agree nor disagree 3 Agree 2 Strongly agree 1

41. Product support services provided by Berger Paint are good Strongly disagree 5 Disagree 4 Neither agree nor disagree 3 Agree 2 Strongly agree 1

42. Product support services provided by Moonstar Paint are good Strongly disagree 5 Disagree 4 Neither agree nor disagree 3 Agree 2 Strongly agree 1

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Features 43. We prefer paint that provides best features Strongly disagree 5 Disagree 4 Neither agree nor disagree 3 Agree 2 Strongly agree 1

44. Elite paint provides the best features Strongly disagree 5 Disagree 4 Neither agree nor disagree 3 Agree 2 Strongly agree 1

45. Berger paint provides the best features Strongly disagree 5 Disagree 4 Neither agree nor disagree 3 Agree 2 Strongly agree 1

46. Moonstar paint provides the best features Strongly disagree 5 Disagree 4 Neither agree nor disagree 3 Agree 2 Strongly agree 1

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