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While marketing any product we have to understand the behavior and attitude of the
consumers. The attitude of the consumers is very important. Because, the consumers are the core
targets in achieving the marketer’s objectives. A brief idea about the consumer behavior and
attitude is as follows an attitude is an idea charged with emotion, which predisposes a class of
action to a particular class of situation. A person can have attitude towards various brands of
products and services. Attitudes are the most used socio-psychological concepts in marketing.

Consumer behaviour is the study of when, why, how, and where people do or do not buy
a product. It blends elements from psychology, sociology, social anthropology and economics. It
attempts to understand the buyer decision making process, both individually and in groups. It
studies characteristics of individual consumers such as demographics and behavioural variables
in an attempt to understand people's wants. It also tries to assess influences on the consumer
from groups such as family, friends, reference groups, and society in general.

Customer behaviour study is based on consumer buying behaviour, with the customer
playing the three distinct roles of user, payer and buyer. Relationship marketing is an influential
asset for customer behaviour analysis as it has a keen interest in the re-discovery of the true
meaning of marketing through the re-affirmation of the importance of the customer or buyer. A
greater importance is also placed on consumer retention, customer relationship management,
personalisation, customisation and one-to-one marketing. Social functions can be categorized
into social choice and welfare functions.

Each method for vote counting is assumed as social function but if Arrow’s possibility
theorem is used for a social function, social welfare function is achieved. Some specifications of
the social functions are decisiveness, neutrality, anonymity, monotonicity, unanimity,
homogeneity and weak and strong Pareto optimality. No social choice function meets these
requirements in an ordinal scale simultaneously. The most important characteristic of a social
function is identification of the interactive effect of alternatives and creating a logical relation
with the ranks. Marketing provides services in order to satisfy customers

In this competitive world, many competitors are found any industry. A business is a
Socio-Economic entity that functions admit a turbulent environment that is dynamic and
influences the industry as a whole. There are a host of paints companies in India which are
striving to gather a substantial market share and to become a market leader in the industry. They
execute planning, directing and controlling, etc., by making use of strategies to meet the
objectives set by them.

A mission is a set of various plans, objectives, goals and targets are framed to achieve the
growth, prosperity and to flourish. All this is done by keeping an inclination towards customer’s
needs and preferences, there buying behavior, attitude, etc. By understanding these, the
manufacturers satisfy the consumers, and so it is imperative to study the consumer aspects and
then match the strategies with the needs to satisfy the same.

Hence, there is an essential need for market study, which highlights the consumer attitude and
awareness of the product, to know the market share and effectiveness of strategies undertaken by
the company. The dealer role and attitude is also important. So this aspect is covered in this


The hypothesis considered here upon is that, the consumer’s perceptions and expectations
before the purchase of the product differ from the actual purchase.


1. To know the brands preferred by the consumers

2. To understand the consumer attitude towards the Asian Paints and its different attributes.

3. To list out factors that influences the consumers-buying behavior while buying paints.

4. To know the attitude of dealers about the product brands.

5. To know competitive efficiency of Asian Paints compared to other leading paints.



The methodology entails systematic activities ranging from the source i.e., the primary
data. The primary data is collected through a field survey method. Questionnaires are used;
face-to-face interviews are carried out. Separate questionnaires were pre-tested with the
acquaintance and friends and then final drafts were prepared.

Both open ended and closed ended questionnaires were formed. Marketing officers of
paint companies were interviewed personally and their opinions were recorded.

Secondary data is also made use of viz., Economic Times, Business world, Business
today magazines was of immense help.


The sampling technique was used for study in random sampling. The sample size was
100 consumers. The sample was limited in khammam.


Many graphs like pie charts, bar diagrams and tables have been depicted to analyze and
interpret the data, and various statistical techniques were used.
1. The study is absolutely confined to the Khammam City.

2. The study is limited to small number of only 100 consumers.

3. The data collected by the questionnaires and interviews are believed to be factual.

4. Some of the consumers and dealers were skeptical about the study and did not reveled
useful required information.

5. Few the respondents were hesitated to answer and then persuaded to answer.

6. Because of the Time constraints only limited numbers of respondents were taken into

Paint - the group of emulsions generally consisting of pigments suspended in a liquid

medium for use as decorative or protective coatings made its earliest appearance about 30,000
years ago. Cave dwellers used crude paints to leave behind the graphic representations of their
lives that even today decorate the walls of their ancient rock dwellings.

The paint and coatings industry, however, had to wait for the Industrial Revolution before
it became a recognized element of the American national economy. The first recorded paint mill
in America was reportedly established in Boston in 1700 by Thomas Child. A century and a half
later, in 1867, D.R. Averill of Ohio patented the first prepared or “ready mixed” paints in the
United States.

In the mid-1880s, paint factories began springing up in population and industrial centers
across the nation. Mechanization was making the manufacturing process accessible to a larger
and less specialized group of entrepreneurs. The weight of prepared paint makes it expensive to
transport, so a decentralized structure of small manufacturers in discrete markets dominated the
industry until the mid-1900s.

That structure still continues to some extent today with the significant industry segment
of small- to medium-sized paint manufacturers who serve limited regional markets.

Besides mechanizing and professionalizing the paint industry, the Industrial Revolution
also created vast new markets for paints and coatings. Virtually every product created on an
assembly line — from the Model T Ford to the latest-model television — makes extensive use of
paints and coatings to beautify, protect and extend the life of the manufactured goods.

Many of today’s paints and coatings may go unnoticed by the consumer, but play
immeasurably valuable roles in delivering high-quality foodstuffs, durable goods, housing,
furniture and thousands of other products to market. Total sales for the industry were
approximately $123 billion in 2009.
As soon as the impact and potential risks of various paint components have been
quantified, paint manufacturers take action. Historically, the industry readily responded to
environmental and health concerns by altering the chemistry of its products to control risks. Paint
manufacturers started replacing lead pigments in some paints, for example, before World War II,
when more affordable and safer alternatives began appearing.

Industry consensus standards limiting the use of lead pigments date back to the 1950s.
Common house paints, contrary to some consumers’ beliefs, contained little, if any, lead since
then. Household paints have not included any lead since its use was banned by the Consumer
Product Safety Commission in 1978.

Contemporary paints and coatings consist of countless compounds uniquely formulated

to fulfill the varied requirements of hundreds of thousands of applications.

“Paint” ranges from the broad group of environmentally-sound latex paints that many
consumers use to decorate and protect their homes and the translucent coatings that line the
interior of food containers, to the chemically-complex, multi component finishes that automobile
manufacturers apply on the assembly line.

However you look at it, paints and coatings have evolved from the simple Early Man
colors on cave walls into a primary protective barrier between our possessions and our


Paints were in use for representational and decorative purpose for thousands of years.
Before the idea of using them as a protective coating appeared. The earliest known paintings,
found in the caves of Lascaux France and Altamira, Spain, made with iron oxide and applied
without birder, date from as early as 15000 BC. Early people of America, Africa and Oceania
also used paints to decorate temples and dwellings.

The Egyptians prepared colors from soil and by 1500BC such dyes in indigo and madder
to blue red pigment. By 1000BC they had developed a varnish from the gum of the acacia tree
(gum Arabic) that contributed to the permanence of their art.

The first use of protective coatings was used by the Egyptians, who employed pictures
and balsams to seal ships. Not until Middle age did paints developed then were handmade, using
such costly raw materials as egg white. In the 17th century white lead paint become widely
available. Extensive exploitation of linseed oil (a drying oil useful as vehicle) from the flax plant
and pigment grayed zinc oxide (a white pigment) in the 18th century brought a rapid expansion
in paint industry.


The 20th century brought an enormous of articles requiring protective coating a

corresponding production of paint products was achieved by intensive research effort. 20th
century saw important development in paint technology, including the introduction of synthetic
polymers as vehicles. The dye industry and the plastic industry contributed the development of
polymers. The most significant change in the paint technology in this century is the return to
aqueous systems (water based paints) at a level of highly developed and complexity never
conceived by the Egyptians.



Painting in oil colors, a medium consisting of pigments suspended in drying oils. A coat
of picture varnish is usually given to finished oil painting to protect it from atmospheric attacks,
and an injurious accumulation of dirt. These oil based paints have the properties of flowing,
leveling and controlling the film properties such as flexibility, durability and hardness.


Hammer finishes a used extensively on instruments, metal surfaces, type writers, office
furniture’s and sheet metal work. The advantage of hammer finish as over the wrinkle finish is
that they do not collect the dust to the same degree and the wrinkle finisher.

Oil glass paints are not satisfactory to the decoration of surface such as radiation and
heating panels. The formulation of heat resistant paints will be naturally is influenced by both
temperature to films likely to be exposed and the exposed time which is often very long time.


Washable distempers highly economical and trusted. These distempers are most popular
and largest selling interior walls coating in India. These types of distempers are used on plaster,
brickwork, etc.


It is a choice paint for the beautiful interior for a dream home. It dries rapidly and gives
the wall a freshly painted look year after year. It provides long lasting protection to both interiors
and exteriors. It is characterized by excellent flow and leveling smooth finish and as excellent
anti-fungal property.


It is an economic interior/exterior wall finish. It gives protection to varying weather

conditions. Cement paint is widely used for application to sand faced, concrete, brick work, etc.,
and similar forms surface.


Enamels provide the best coating for metals. They are tough, durable and glossy in finish.
The smooth, shiny look lasts for years. Enamels protect from corrosion. These are available in a
range of attractive shades.

There is an abundance of paint manufacturing companies in India today, a vast majority

of them in the small scale section. The total number of units is estimated at over a thousand. The
first paint factory was established in India in the Year 1902 in Kolkotta by the name Shalimar
paints. The period after 1920 saw the advent of paint companies in the country.

The chronological order of establishment is as follows:

 Goodlass Nerolac 1920 Jenson and Nicholson 1922 Berger

 1923 Honyle 1923 Garware 1931 Asian paints

 1942 ICI 1951

It can be seen from the above that till second world war , the paints industry consisted of
few foreign companies and some small indigenous units. The paint industry has been progressing
from strength to strength a compound annual growth rate of 12.2% during the five year period
ending the march 2000. On the global map Indian paint industry way behind other countries. The
per capita consumption in India is only 1 kg when compared to 26 kg, In the U.S. and 1.5 kg in

The industry is broadly divided into 2 segments, industrial and decorating. The
decorating paints segment with a market share of 70% compared to 20% in organized section. In
2000 the Indian paint industry had an output of 6,30,000 tones and was valued at Rs. 49 billion.
A survey carried out by the Indian paint association puts the production potential of industry at
3.2 million tones by the year 2008-09.

This implies growth of around 8.5% p.a. 6 large paints companies in the organized sector
together increased their aggregate sales turnover by more than 13%.Profitability ratio jumped
from 16.28 in 2007-08 to 20.54 in 2008-09.

The Asian paints, which is a market leader with a turnover of 20.67 billion (in U.S. $ 435
million) followed by Goodlass Nerolac has a turnover of Rs. 4510 million.
The net profit of Asian company Rs. 868.8 million while that of Goodlass Nerolac is Rs.
355.5 million. The paint industry is characterized by high-tech tie ups.
This has contributed to high quality standards supplier of reliability and ability to offer
complete coating systems. Experts say that the Indian paints industry lags behind by 50 years in
technology, compared to paint manufacturers in advanced countries.
To narrow this gap, manufacturer will have to go in for joint ventures and technical tie
ups with foreign companies. Of course, out of the top 11 global paint manufacturers 10 are
present in India. Through joint ventures/associate/licensing arrangement.
Asian paints Nippon paints PPG industries Sigma coating Japan USA Neatherland
Goodlass Nerolac Kansai paints Nohon Toksuhu Dupont Japan Japan USA Berger paints
Valspar Corp. Herberts Italino Inc. Teodur NV USA Germany Italy Netherlands Jenson &
Nicholson Chogoku Herberts Tikkurial OY Japan Germany Finland ICI ICI Pic Herberts Nippon
U.K. Germany Japan Shalimar paints Salphi WR Grade Italy USA
Your home is your empire. A place where you can be everything that you really are. It is
the canvas, which tells your story. For it has seen you through the spectrum called life… Door
that have let in joy, walls that cocooned you in sorrow. Sealing under which you laid down in
peace, Floors that have been your play ground. And it is the right colors that go into making your
home that place that you want to come back to everyday this is the one beacon that guides us, at
Asian paints.
As we move towards becoming the one company that create beautiful homes. A lot of
changes are taking place to achieve this dream. New services, innovative concepts, new
packaging and to tap it all, a new identity.

Now we shall work towards being innovative, friendly, individualistic, contemporary,

trend setting and fresh for that is the new Asian paints


Sleek is a subsidiary of Asian Paints, and provides complete kitchen and wardrobe solutions.
We're India’s largest modular kitchens brand. Our work is known for its innovative and efficient
designs, world-class quality and excellent craftsmanship.

Corporate Information

Corporate Profile

The company has come a long way since its small beginning in 1942. Four friends who were
willing to take on the world's biggest, most famous paint companies operating in India at that
time set it up as a partnership firm. Over the course of 25 years, Asian Paints became a corporate
force and India's leading paints company. Driven by its strong consumer-focus and innovative
spirit, the company has been the market leader in paints since 1967.

Asian Paints is India’s leading paint company with a group turnover of Rs 168.43 billion. The
group has an enviable reputation in the corporate world for professionalism, fast track growth,
and building shareholder equity. Asian Paints operates in 16 countries and has 27 paint
manufacturing facilities in the world servicing consumers in over 65 countries. Besides Asian
Paints, the group operates around the world through its subsidiaries Berger International, Apco
Coatings, SCIB Paints, Taubmans, Causeway Paints and Kadisco.

Asian Paints manufactures wide range of paints for Decorative and Industrial use.

In Decorative paints, Asian Paints is present in all the four segments v.i.z Interior Wall Finishes,
Exterior Wall Finishes, Enamels and Wood Finishes. It also offers Water proofing, wall
coverings and adhesives in its product portfolio.

Asian Paints also operates through ‘PPG Asian Paints Pvt Ltd’ (50:50 JV between Asian Paints
and PPG Inc, USA, one of the largest automotive coatings manufacturer in the world) to service
the increasing requirements of the Indian automotive coatings market. The second 50:50 JV with
PPG named ‘Asian Paints PPG Pvt Ltd’ services the protective, industrial powder, industrial
containers and light industrial coatings markets in India.

Vertical integration has seen Asian Paints diversify into chemical products such as Phthalic
Anhydride and Pentaerythritol, which are used in the paint manufacturing process. The company
has discontinued production of Phthalic Anhydride from end of July 2017.

In the Home Improvement and Décor category, the company is present in the Kitchen and Bath
fittings space and offers various products under Sleek and Ess Ess brand respectively.

Global Presence

Today, the Asian Paints group operates in 16 countries across the world across four regions viz.
Asia, Middle East, South Pacific and Africa through the seven corporate brands viz. Asian
Paints, Berger, SCIB Paints, Apco Coatings, Taubmans, Causeway Paints and Kadisco. The
company exited its Caribbean Operations (Jamaica, Barbados and Trinidad & Tobago) in July

 Asian Paints in India, Bangladesh, Nepal, Sri Lanka and Indonesia (Asia)
 Causeway Paints in Sri Lanka (Asia)
 SCIB Paints in Egypt (Africa)
 Berger in Singapore (Asia) ; UAE, Bahrain and Oman (Middle East);
 Apco Coatings in Fiji, Tonga, Solomon Islands and Vanuatu (South Pacific)
 Kadisco in Ethiopia (Africa)
 Taubmans in Fiji and Samoa (South Pacific)
Home Improvement

Asian Paints with its intent to enter the Home Improvement and Décor space in India had
acquired 51% stake in Sleek group, a kitchen solutions provider in August 2013. Sleek is a
major player in the organized modern kitchen space and is engaged in the business of
manufacturing, selling and distribution of modular kitchens as well as kitchen components
including wire baskets, cabinets, appliances, accessories etc. Recently, the company has
launched ‘Smart Kitchen’ range for easy installation and design under the Sleek brand. Sleek has
also introduced wardrobes in its portfolio since FY17.
In December 2017, Asian Paints acquired the balance 49% in sleek from its erstwhile
promoters. Sleek is now a wholly owned subsidiary of the company.

In June 2014, Asian Paints acquired the entire front and sales business including Brands,
Network and Sales Infrastructure of Ess Ess Bathroom products Pvt Ltd. Ess Ess is a prominent
player in the bath segment in India and has high quality products in this segment. Recently, the
company has introduced ‘Royale’ – premium range of bath fittings as well as ‘Bathsense’ –
sanitary ware range of products for the evolving consumer.

Both, the Kitchen and Bath business have been co-branded with Asian Paints.


Asian Paints Large Projects offers a host of services that cater to the needs of large users and
help them choose the correct products for a big-scale painting job. We're present in over 90
locations including all metros across the country. Some of the projects we undertake include co-
operative housing societies, new buildings, institutes, and government organisations.


You don’t just create buildings, you create homes. An architect’s vision and a builder’s dream
can be greatly affected by the finish that the paint provides. We can help you make these dreams
a reality.


Education Institutions like yours strive to create an environment optimum for learning. While
architecture, design and design define the learning space, paint and colour have the potential to
dramatically impact the study environment.

Cooperative Housing Societies

Imagine gleaming gates, a shining façade, a spotless lobby. The chajjas and terraces are clean
and pest-free; no cracks, no leaks, no mould anywhere. In fact, even from a distance, the building
catches the eye because of its pleasing colours. This can be your apartment!
India, delighting customers for over 25 years. We understand your every need, and design your
dream kitchen with world class designs handpicked for you. We are present all over India to help
you design and realize the kitchen and wardrobe of your dreams.

Sleek Kitchens are made in our own world class manufacturing facility, and are precise to the
last millimetre to give a seamless finish. Our factory-fitted kitchens come pre-drilled, making the
installation hassle-free. Our Kitchens are crafted out of the best quality materials and hardware
selected from all over the world to suit your needs & decor style. Sleek’s durable kitchens come
with a 10 year warranty.

A Sleek Kitchen is a space for your entire family to cook, live and make memories that last for a
lifetime. Our storage solutions and in-built appliances make cooking a breeze. The Sleek work
triangle ensures that everything you need is within your reach. You can choose from a selection
of over 200 finishes, specially handpicked for you. Sleek's comprehensive range of kitchen
appliances ensure that cooking is a joyful experience, be it Dal Makhani, Avial, Pasta or a
delightful cake.

Everyone dreams of owning a beautiful and multifunctional kitchen, but planning one requires
expertise, patience, and expert craftsmanship. As kitchen specialists in India, Sleek is here to
take the guesswork out of it for you. From multiple kitchen layouts to fit into rooms of all sizes
to storage solutions, variety of materials and finishes, and top-of-the-line appliances, we take
care of all the fine details that go into designing wholesome kitchens that are a perfect fit with
your lifestyle, work demands, and budget. Our kitchens are beautiful and durable on the outside,
and convenient and efficient on the inside. Whether you want to give your kitchen space a
minimalist and modern look or hope to add a touch of high-tech elegance to your homestead, we
have got you covered. Over 16000 happy families enjoy their Sleek kitchen everyday. Visit
us today to join them and experience the convenience of a Sleek modular kitchen.


Your daily dose of inspiration. Right here, right now.

Looking for a way to spice up your kitchen or the perfect wardrobe to complement your room?
Find the answers along with tips and tricks that will ease your life right here.

Style and good looks are not everything – this is especially true when it comes to modular
kitchens. SmartEco kitchen design focuses on creating a kitchen that is savvy, sophisticated, and
intelligent. Leading modular kitchen manufacturers in India, Sleek specialises in kitchens that
make cooking and entertaining easier for you. Not only are these functional kitchens easy to
organise, but the use of European soft-closing drawer and lift-up systems also make them smart
and hassle-free to use. With more than 40 different Sleek shutters to choose from, SmartEco
modular kitchens are completely customisable – both inside and out. Opt for shutters in matt,
high gloss laminate, or Pristine PU finishes in a wide variety of classic and trendy colours.

Sleek’s modular kitchen design keeps the needs and usage of Indian households at the centre of
the crafting process. The end result is an ergonomic modular kitchen that offer the best of
aesthetic beauty, kitchen design, comfort, and convenience. Choose from over 60 types of
SmartEco modular kitchens in India – from straight and parallel to L-shape, C-shape, and island
layouts, this smart option has you covered.

SmartEco modular kitchens are designed to offer the best components and smart utility at an
affordable price – walk into our modular kitchen showroom to see for yourself.


Water resistance

High grade, water resistant ply cabinets


SS 304 steel baskets with a lifetime rust-free warranty


High functionality that fits your budget


While designing kitchen furniture, it is important to keep the never-ending clutter in mind if you
hope to keep it out of sight. In a modular kitchen in India, what you need is a sleek and
ergonomically sound space that offers smart storage solutions, concealed spaces, and colours that
are versatile enough to blend in with the rest of your home design aesthetic and colour choices.

Sleek Stylus features a minimalistic design that captures the European flair of western kitchen
designs. The timeless beauty of Stylus modular kitchens lies in the attention paid to the smallest
of details. Along with backless base cabinets for easy cleaning, Stylus offers cabinet frames with
front edge banding that perfectly matches the colour and finish of the shutters. The PU shutters
are inclined so that there is no need for bulky handles poking out from the doors in an unsightly

The cabinets on the top are fitted with single top-lift shutters that cover two cabinets, thereby,
creating a concealed space for appliances and a streamlined uncluttered look for your kitchen.
Fitted with imported soft-closing drawers and electronic lift-up systems, and best-in-class
European appliances, Sleek Stylus boasts a minimalistic European kitchen design that features
the durable strength of wood veneer and the soft sheen of PU.


Balancing the need for quality and durability with a price that is just right is not an easy process.
But with Glossy modular kitchen design, you can have it all. Glossy kitchens are as beautiful on
the inside as they are on the outside. Since the cabinets are in the same colour as the open
element, the units are streamlined to look coordinated and vibrant. The back-painted glorious
glass as well as the PU base shutters are fitted with integrated handles that add even more shine
to the coordinated feel of Stylus modular kitchen furniture.

Fitted with top-of-the-line European-style baskets and accessories, and the best of appliances,
Stylus is a mid-range kitchen with a premium feel, finish, and functionality.

With Glossy kitchens, you can allow your creative side to show. If you worry about how bold
and bright colours might look in a kitchen, rest assured that this streamlined modular kitchen
design is bold and beautiful. With a wide range of complementary colours to choose from, this
modular kitchen design can also incorporate dual-toned palettes to create an integrated
sophisticated look that is eye-catching, too. Walk into any of the showrooms of Sleek modular
kitchen in India to see the Glossy kitchens in action.


Open shelving is a contemporary design element. Popular in modular kitchen models, the open
element complements modern design aesthetics owing to their continuous style. As compared to
carpenter-made kitchens, a readymade kitchen features cleaner lines which are particularly
important when you have open shelves.

Give your creativity full reign, and decorate the open shelves of Bling modular kitchens in
imaginative ways – show off your collection of crockery or create a small kitchen garden.
Another benefit of having open elements in the kitchen is that it helps create a welcoming space
that allows more light to flow through the space.

The chamfered edges of the slender open shelves in Bling make an eye-catching statement, while
the colour-matched handles of the base shutters and handle-less wall cabinets create seamless
design harmony. Boasting European baskets, accessories, soft-closing drawer systems, and top-
notch appliances, a Bling kitchen is a treat for everyone in the family.

Choose from the many layout options to fashion a contemporary modular kitchen design that
looks like it was made just for you. If you are looking for a modular kitchen in India that meets
your usage requirements, is sophisticated and welcoming, and highly functional, Sleek Bling has
a checkmark in all these boxes.

Understanding consumer behavior and ‘knowing consumer’ are never simple. Consumers
may state their needs and wants but act otherwise. Consumer behavior is largely determined by
how the customer thinks and processes information.

Consumer behavior is one of the important variables on controllable in the marketing

environment. Buyer behavior is a comparatively new field of study. It is the attempt to
understand and predict human actions in the buying notes. It has assumed gracing importance
uses market oriented for consumer oriented marketing, planning and management, buyer market
for many products and the growth of consumerism and consumer legislation. Since 1960, have
created special interest in buyer behavior and formation of marketing programmer to respond
favorably buyer behavior in the market place.

Every marketing activity revolves around the customer. In early stages of economic
evaluation the consumer had to accept what producers had produced but today the consumer
dictates terms to the manufacturer to manufacture the product he wants. Consumer purchases a
commodity as dictated by there mental an economic force. As consumption initials production
the producer purchase this helps into offer a total product that can give consumer satisfaction.


Consumers make purchase decisions on the basis of who they are where they line and now
much they earn.

Psychologi Socio-cultural Economical Environment

cal factors factors factors al factors

 Motivation  Family  Personal  Political

 Perception  Reference income  Legal
 Learning group  Income  Technologi
 Belief &  Social
expectation cal
attitudes  Savings  Ethical
 Personality  Consumer
 Culture



It is a psychological technique of inspiring human beings to act in a particular way.

Motivation acts as a driving force in the flow towards purchase action. Motivation has a direct
cause and effect relationship. Motivation is the drive to act, to move to obtain a goal or an
objective. Motivation is a mental phenomenon. It is affected by perceptions, attitudes, and
personality traits and by outside influences such as culture and marketing efforts.

Perception gives the direction or path to be taken by the behavior perception is the
meaning we give on the basis of our past experience. To perceive is to see, to hear, to touch, to
taste, to smell and to sense same thing or event or relation and to organize, interpret and find
meaning in the experience our senses perceive the color, shape, sound, smell, taste etc., of the
stimulus our behavior is governed by these physical perceptions.


All theories of buyer behavior have been primarily based on a learning model. Learning is
the central topic in the study of human behavior learning is defined as all changes in behavior that
result from previous experience and behavior in similar situations. It refers to changes in the
behavior, which occurs as a result of practice. Learning is the product of reasoning, thinking,
information processing and of course, perception.


Social psychologist defines attitude as an emotionalized predisposition to suspend

positively or negatively to an object or class of objects. The concept of predisposition includes
our familiar concepts of attitudes beliefs, goals and values. Attitudes affect both perception and
behavior. In general an attitude is a state of mind or feeling. It induces a predisposition to behave
in some way. Attitudes are very important in explaining buyer behavior.


Personality is a complex psychological concept. Ts primary features are self-concept,

roles and levels of consciousness. The self-concept refers to how a person sees himself and how
he believes others to see him at a particular time. The buyer behavior is influenced by the
particular role upon which a buyer is concentrating at a given time. Personality traits such as
dominance, sociability, friendliness, responsibility, dependence etc., can indicate how people


Most consumers belong to a family group. The family can exert considerable influence in
shaping the pattern of consumption and indicating the decision making roles personal values,
attitudes and buying habits have been shaped by family influences.

Reference group

The concept of reference group is borrowed from sociology and psychology. Buyer
behavior is influenced by the small groups to which the buyer belongs. Reference groups are the
social, economic or professional groups and a buyer uses to evaluate his or her opinions and
beliefs. Reference group is useful for self evaluation and attitude formation.

Social class

Sociology points out the relationship between social class and consumption patters. As a
predictor of consumption patterns, marketing management is familiar with social classes
consumers buying behaviour is determined by the social class to which they belong or to which
they aspire rather than by their income alone. Broadly speaking, we have three distinct social
classes upper, middle and lower classes. Upper class people are aggressive in buying and
analysed less. Middle class people are more informative but lower class people are essentially
non national purchases and show limited sense of choice making.


Culture represents am overall social heritage, a distinctive form of environmental

adaptation by a whole society of people. It includes a set of learned beliefs, values, attitudes,
morals, customs, habits and forms of behaviour that are shared by a society and transmitted from
generation to generation within that society cultural influence is a force shaping both patterns of
consumption and patters of decision making from infancy.
Personal income
The economist made attempts to establish relationship between income and spending. This
income represents potential purchasing power that a buyer has. The change in income has direct
relation on buying habit.
Income expectation
The expected income to receive in future has direct relations with buying behavior. The
expectation of higher or lower income has a direct affect on spending plans.
A change in the amount of saving leads to a change in the expenditure of an individual. It
he decides to save more he will spend less an comforts and luxury.
Consumer credit
Facility of consumer credit system like hire purchase installment purchase credit cards
etc., play an important role in purchase decision.
The system of government influences both consumer and market behavior. If the
government is rigid the buying pattern of consumer may be less frequent. On the other hand if
there is stable and modern approach, buyers will by frequently.
The legalities and politics of the government like taxation policy, import export policy
etc., are more rigid. Market will play to a less extent and if the policies are liberal buyers are
more free to buy.
The advancement of science and technology changes the standard of living and income
level of buyers and they go for durable and comfort goods.
The business policy of commercial undertaking also influences the buying behavior of
An attitude is an enduring organization of motivational, emotional, perceptual, and
cognitive process with respect to some aspect of our environment. It is a learned predisposition
to respond in a consistently favorable or unfavorable manner with respect to a given object.
Thus, an attitude is the way we think, feel, and act toward some aspect of our environment such
as retailers store, Television programmes, or Product (paints).
Attitude Components:
Attitude as having three components:
1. Cognitive Component:
Person beliefs about the paint many beliefs about the product (paint) attribute are
evaluated in nature. That is attractive styling, availability, quality, reliable performance etc. Than
the person belief is positive.
2. Affective Component:
Our feeling or emotional reaction to an object represent the affective component of an
attitude. A person feeling like/ dislike concerning the paints.
3. Behavioral Component:

The behavioral component of an attitude is one’s tendency to respond in a certain manner

toward on object or activity. A person action tendencies or predisposition towards the paint. If a
person holds a favorable belief toward a product (say paint) he will generally behave in a
supportive manner towards that product (i.e. paint). An attitude is relevant when purchase
behavior is formed as a result of direct experience with the product (paint) information acquired
from others and exposure to mass media like advertisement etc. So attitudes are leaved
predisposition and is true in case of paint. Attitude are not synonymous with behavior, but reflect
either favorable or an unfavorable of the attitude towards the product. Attitude of the consumers
are not permanent. They do change according to the changing conditions. So we must consider
the influence of the situation on the consumer attitude and behavior.

A marketer should have some idea as to how the attitudes are formed. Then only he will
be able to either understand the effect of consumer’s attitudes or behavior. Examination of
attitudes information consists of three areas. The principle source which influences the attitudes
formation, include, experience. Attitude towards goods and services are formed through direct
experience and evaluating them. Personal influence of attitudes is mass media (print and
broadcasting also help in forming. Personally also play an important role in attitude formation.

The consumer decision making varies with the type of buying decision.

1. Complex buying behavior: In this type consumers go through complex buying behavior when
they are highly involved in a purchase and aware of significant difference among brands.

2. Dissonance reducing buying behavior: Sometimes the consumer is highly involved in a

purchase but sees little difference in brands. In this case the buyer will shop around to learn what
is available but will fairly and quickly because brand differences are not pronounced.

3. Habitual buying: Many products are brought under conditions of low consumer involvement
and the absence of significant brand difference.

4. Variety seeking buying behavior: Some buying situations are characterized by low consumer
involvement but significant brand differences. Here consumers are often observed to do a lot of
brand switching.


The attitudes of consumers should be measured to implement the new strategy, it is also a
very difficult task since, and there is no physical component of attitudes. So it is substantially
difficult to measure this attitude as compared to measuring of physical characteristics viz.
Weight, length, volume etc., The inferences based on self reports of belief, feeling and behaviors
can be measured using rating scales, paired comparisons etc.
Consumer attitude is a very complex and important aspects in marketing activity.
Consumer needs and preferences should be understood properly. The negative attitude towards
the object should be changed to positive. In case of paints also, the marketer should understand
consumer needs and preferences in order which change the attitudes in favorable manner.


1. Change the Affective Component:

 Classical Conditioning
 Affect toward the Ad
 More Exposure
Attitude Change Strategy Focusing on Affect

2. Change the Behavioral Component:

 Attitude Change Strategy Focusing on Behavior

3. Change the Cognitive Component

 Change beliefs

 Shift importance

 Add beliefs

 Change Ideal

Table -4.1: Shows the Respondents Awareness toward Paint Brands

No. of Degree of
Name of the Paint brands
Respondents Awareness %
Asian paints 42 42%
Goodlass Nerolac paints 22 22%
Agser Paints 12 12%
Shalimar Paints 10 10%
Berger Paints 5 5%
ICI Paints 4 4%
Jonson and Nicholson paints 3 3%
Other paints – Kiran Paints 2 2%
TOTAL 100 100%
Source: Field Survey

Graph: 4.1: Shows the Respondents Awareness toward Paint Brands

Degree of Awareness

Source: Table 6.1

Total number of respondents chosen for the study is 100. In general, out of 100
respondents approached almost are aware of more than one brand and they have made multiple
choices, 42% of respondents are aware of Asian Paints; 22% of respondents are aware of
Goodlass Nerolac Paints; 12% of respondents are aware of Agser Paints; 10% of respondents are
aware of Shalimar Paints; 5% of respondents are aware of Berger Paints; 4% of respondents are
aware of ICI paints; 3% of respondents are aware of Jonson and Nicholson; and finally other
paints i.e., Kiran Paints 2% of people are aware of it.
Table – 4.2 Shows the Paints Used by the Consumers
No. of
Name of the Paint brands Percentage
Asian Paints 50 50%
Goodlass Nerolac paints 20 20%

Agser Paints 12 12%

ICI Paints 10 10%

Shalimar Paints 05 05%

Other paints – Kiran Paints 03 03%

Total 100 100

Source: Field Survey

Graph: 4.2 Shows the Paints Used by the Consumers







Asian Paints Goodlass Agser Paints ICI Paints Shalimar Other paints
Nerolac Paints – Kiran
paints Paints

It is evident from the above table that 50% of the respondents have used Asian Paints;
20% of the respondents have used Nerolac Paints; 12% of the respondents have used Agser
paints; 10% of the respondents have used ICI paints; 5% of the respondents have used Shalimar
Paints; 03% of the respondents have used Kiran Paints.
Table – 4.3 Shows the Factors Influencing While Purchasing Paints

Influencing Factors No of Respondents Percentage

Personal Decision 53 53%
Engineer 10 10%
Contractor 05 05%
Painter 12 12%

Friends / Relatives 18 18%

02 02%
with retailers
Total 100 100

Graph: 4.3 Shows the Factors Influencing While Purchasing Paints


From the above table it is clear that among 40 respondents, 53% of respondents were
taken personal decision; 10% of respondents were influenced by engineers; 5% of respondents
were influenced by contractors; 12% of respondents were influenced by painters; 18% of
respondents were influenced by Friends/Relatives; only 2% of respondents were influenced by
retailer relationship.
Table -4. 4 Shows Effectiveness Of Media On Personal Decision

Medias No. of Respondents Percentage

Television 67 67%
Magazines 07 07%
News papers 08 08%
Posters 18 18%
Total 40 100

Graph: 4. 4 Shows Effectiveness Of Media On Personal Decision

Effectiveness of Media on Personal Decision

Television Magazines News papers Posters

It is evident from the above table around 67% of respondents are come to know by
Television media; 8% of respondents are come to know by the newspaper media; 7% of the
respondents are come to know by the magazine media; and finally 18% of the respondents are
come to know by the posters media.
Table – 4.5 Shows That Factors Considering While Purchasing The Paint Brands

Factors No. of Respondents Percentage

Quality 48 48%
Price 12 12%
Packaging 05 05%
Product range 10 10%
Brand image 10 10%
Availability 15 15%
Total 100 100
Source: Field Survey
Graph:4.5 Shows That Factors Considering While Purchasing The Paint Brands

Factors influencing to purchase different paint Brands







Quality Price Packaging Product Brand image Availability

It is evident form the above table, around 48% of the respondents were prefer quality of
the paints; 12% of the respondents were prefer price; 5% of respondents were look packaging;
10% of respondents for product range; 10% or respondents were prefer Brand image; 15% of
respondents for Availability of the product.
Table -4.6 Shows The Criteria Considering While Purchasing the Paint Brands

Criteria No. of Respondents Percentage

Smooth and uniform finish 33 33%
Water resistance 35 35%
Fresh look 12 12%
Washable 07 07%
Keep room cool 11 11%
Area painted per ltr. 02 02%
Total 100 100

Graph:4.6 Shows The Criteria Considering While Purchasing the Paint Brands

Criteria considering to purchase paint brands

Smooth and Water Fresh look Washable Keep room Area painted
uniform resistance cool per ltr.

From the above table we can conclude that 33% of respondents were prefer to smooth
and uniform finish; 35% for water resistance; 12% respondents for Fresh look, 7% of
respondents for washable; 11% of respondents for should keep room cool; and finally 2% of
respondents for area painted per liter.
Table –4. 7 Shows The Opinion About Packaging

Types of package No. of respondents Percentage

Gunny bags/paper bags 08 08%
Drums 25 25%
Polythene bags 20 20%
Tin containers 47 47%
Total 100 100

Source: Field Survey

Graph:4. 7 Shows The Opinion About Packaging

Opinion about package

Gunny bags/paper Drums Polythene bags Tin containers

From the above table it is clear that, 8% of respondents like gunny/paper bags; 25% of
respondents like Drums; 20% of respondents were like polythene package; and rest (47%) of
respondents like tin containers. 8.
Table –4. 8 Shows Opinion About the Pricing of Asian Paints

Criteria No.of Respondents Percentage

High expensive 12 12%
Quite expensive 50 50%
Reasonable 28 28%
Quite inexpensive 07 07%
Highly inexpensive 03 03%
Total 100 100%
Source: Field Survey

Graph:4.8 Shows Opinion About the Pricing of Asian Paints

Opinion about price of Asian Paints







High expensive Quite Reasonable Quite Highly
expensive inexpensive inexpensive

From the above table we can observe that, 12% of respondents opinion towards price of
paints is high expensive; 50% of respondents opinion is quite expensive; 28% of respondents feel
reasonable price; 7% of respondents feel quite inexpensive; and finally 3% of respondents fed
highly inexpensive.
Table -4. 9 Shows That Response of Respondents Satisfaction Towards Asian Paints

Satisfaction level No. of Respondents Percentage

Very satisfied 28 28%
Satisfied 65 65%
Neutral 05 05%
Not satisfied 02 02%
Total 100 100
Source: Field Survey
Graph: 4.9 Shows That Response of Respondents Satisfaction Towards Asian Paints

Consumer Satisfaction towards Asian Paints








Very satisfied Satisfied Neutral Not satisfied

From the above table we can come to know that, 28% of respondents were very satisfied;
65% of respondents were satisfied; 5% of respondents were in neutral; 2% of the respondents were
not satisfied.
An Analysis of Dealers
The purpose of this dealer survey is to group the aspect of dealer’s behavior regarding
brands of paints do they prefer, reason for choosing specific brands, and parameters of choosing,
awareness, to know their feeling about the prospects of brand in future. To know, and collect
their opinion, suggestions about paint brands.

It is of immense importance to understand the dealers’ attitude towards a particular brand

of paint in order to achieve marketing goals and to serve the dealers to build the brand image.
Dealers play very important role in promoting products is paint, and become a means of publicity
for the paints, hence reduce the cost of promotion by the company. Dealers play a vital role in
influencing to the consumers. The total number of dealers chosen for the study is 20

Table – 4.10 Shows That Dealers Awareness About Different Paint Brands

Name of the paint brands No. of Respondents Percentage

Goodlass Nerolac Paints 5 25%

Asian paints 5 25%
Shalimar paints 02 10%
Agser paints 02 10%
Kiran paints 01 05%
ICI paints 01 05%
Berger paints 01 05%
Esdee paints 01 05%
Alfaline paints 01 05%

Indocem 01 05%

Source: Field Survey

Graph:4. 10 Shows That Dealers Awareness About Different Paint Brands

Dealers Awareness towards Different Paint Brands


The number of dealers chosen for the survey is 20
From the above table it is clear that, the dealers are aware of more than one brand, they
have made multiple choice. 25% dealers are aware of Asian paints; 25% dealers are aware of
Nerolac paints; 10% of dealers are aware of Shalimar paints; 10% of dealers are aware of Agser
paints; 05% of dealers are aware of Kiran paints; 05% of dealers are aware of ICI paints; 05% of
dealers are aware of Berger paints; and Escee, Alfaline, and Indocem Paints are 05% each.
Table – 4.11 Shows That Fast Moving Brands In the City

Name of the paint Brand No of Respondents Percentage

Asian Paints 14 70
Nerolac 4 20
ICI 2 10
Total 20 100
Source: Field Survey
Graph 4.11 Shows That Fast Moving Brands In the City

fast moving brands in the city

Asian Paints Nerolac ICI

Out of 10 dealers, among all the brands, 70% of respondents opinion; Asian paints is the
fast moving brand; 20% says that Nerolac is a fast moving brand and 10% says that ICI is fast
moving brand.
Table -4.12 Shows That Package Preferred By Dealers

Types No. of respondents Percentage

Gunny/paper bag 2 10
Plastic Drum 4 20
Polythene bags 4 20
Tin container 10 50
Total 20 100
Source: Field Survey
Graph 4.12 Shows That Package Preferred By Dealers

Package Preferred By Dealers







Gunny/paper bag Plastic Drum Polythene bags Tin container

Among the 10 respondents many made multiple choice, as a result of total is 20 not 10.
Around 10% (02) respondents are preferred Gunny/paper bag; 20% of respondents (dealers)
prefer plastic drum; 20% of respondents (dealers) preferred polythene bags; and 50% of
respondents (dealers) preferred Tin containers.

 Asian paint is very popular brand is used by all class of people: From the study it is clear
that the Asian Paint is one of most preferred brand by the customers.
 Middle and upper income group people use Asian paints. A bird’s eye view towards
consumer’s attitude is that, study clearly revealed that, the majority of respondents who
used Asian paints. So it is clear that the consumers having positive attitude towards Asian
 As per the survey, the major factors which are influence the consumer are: Good
corporate image, Quality of Services, Availability of products, range of products, etc.,
 Brand loyalty and profit margin influence dealers to deals with Asian Paints: As per the
survey 80% of the dealers prefer Asian Paints as a major brand in there outlet. This is
mainly because of the brand loyalty and profit margin which the Asian Paint is having.
 Competitive efficiency of Asian Paints: As per the view of “Peter F Druker”, efficiency
means “doing the things right”. A decision even though it based on effective plans it can
become successful only when there is efficiency.
 Many people who have made color selection do not know how to use the technology
introduced by Asian paints. So measures should be taken so that the consumer become
aware of how the colour selection can be made and the benefit they get from new
 Incentives for the dealers in the form of discounts and commission are to be made
effective and attractive further more.
 To adopt efficient and effective product mix and market mix strategies to retain and
improve the present market leadership status.
In this competitive world, many competitors are found any industry. A business is a
Socio-Economic entity that functions admit a turbulent environment that is dynamic and
influences the industry as a whole. There are a host of paints companies in India which are
striving to gather a substantial market share and to become a market leader in the industry.
The 20th century brought an enormous of articles requiring protective coating a
corresponding production of paint products was achieved by intensive research effort. 20th
century saw important development in paint technology.
Asian paint is very popular brand is used by all class of people. Brand loyalty and profit
margin influence dealers to deals with Asian Paints. Asian paints have more colors (1200
varieties) when compared to other paints, such as Agser, Berger, ICI, Nerolac, etc., This is one
competitive advantage for the Asian Company compared to competitor’s company.
1. Shows the Respondents Awareness toward Paint Brands
a) Asian paints
b) Goodlass Nerolac paints
c) Agser Paints
d) Shalimar Paints
e) Berger Paints
f) ICI Paints
g) Jonson and Nicholson paints
h) Other paints – Kiran Paints

2. Shows the Paints Used by the Consumers

a) Asian Paints
b) Goodlass Nerolac paints
c) Agser Paints
d) ICI Paints
e) Shalimar Paints
f) Other paints – Kiran Paints

3. Shows the Factors Influencing While Purchasing Paints

a) Engineer
b) Contractor
c) Painter
d) Friends / Relatives
e) Others-Relationship with retailers

4. Shows Effectiveness Of Media On Personal Decision

a) Television
b) Magazines
c) News papers
d) Posters
5. Shows That Factors Considering While Purchasing The Paint Brands

a) Quality
b) Price
c) Packaging
d) Product range
e) Brand image
f) Availability

6 Shows the Criteria Considering While Purchasing the Paint Brands

a) Smooth and uniform finish

b) Water resistance
c) Fresh look
d) Washable
e) Keep room cool
f) Area painted per ltr.

7. Shows the Opinion about Packaging

a) Gunny bags/paper bags

b) Drums
c) Polythene bags
d) Tin containers

8. Shows Opinion About the Pricing of Asian Paints

a) High expensive
b) Quite expensive
c) Reasonable
d) Quite inexpensive
e) Highly inexpensive
9. Shows That Response of Respondents Satisfaction Towards Asian Paints

a) Very satisfied
b) Satisfied
c) Neutral
d) Not satisfied

10. Shows That Dealers Awareness About Different Paint Brands

a) Goodlass Nerolac Paints

b) Asian paints
c) Shalimar paints
d) Agser paints
e) Kiran paints
f) ICI paints
g) Berger paints
h) Esdee paints
i) Alfaline paints
j) Indocem

11. Shows That Fast Moving Brands In the City

a) Asian Paints
b) Nerolac
c) ICI

12. Shows That Package Preferred By Dealers

a) Gunny/paper bag
b) Plastic Drum
c) Polythene bags
d) Tin container

1. Marketing Management - Philip Khotler

2. Principles of Marketing - T.N Chaabra


The Business Today