Research Methodology

Research Framework:The report has been prepared on the basis of information collected from different
sources. In order to achieve the objective of the project proper research method was
applied. After going through brain storming session, objectives were selected and on the
basis of these objectives, a questionnaire was designed giving major emphasis on
gathering new ideas or insight so as to determine and figure out solutions to the
problems.

The research methodology that I followed:

Defining the objective
Scope and limitation of the study
Develop the research plan
Determine research design
Identify data types and sources
Research approaches
Research Instruments
Design data collection questionnaires
Determine sample plan and size
Contact methods
Collect the data

Research design - Marketing research can classify in one of three categories: Exploratory research
research.

Descriptive research

Causal

These classifications are made according to the objective of the research.

Exploratory research: - has the goal of formulating problems more precisely,
clarifying concepts, and gathering explanations, gaining insight, eliminating
impractical ideas, and forming hypotheses.
Descriptive research: - is more rigid than exploratory research and seeks to
describe users of a product, determine the proportion of the population that uses a
product, or predict future demand for a product. In my project I have used this
research. This study is a mix of explorative and formal methodologies adopting
monitoring and observing to study the Customers.
Causal research: - seeks to find cause and affect relationships between variables.
It accomplishes this goal through laboratory and field experiments.

Method of Data Collection

Data types and sources: - For this project both primary and secondary
data were the most valuable source of information.

Secondary Data
Before going through the time and expense of collecting primary data, one should
check for secondary data that previously may have been collected for other
purposes but that can be used in the immediate study. The secondary data was the
most important source for my project to find out the factors in consumer
satisfaction in paints industry. In my project the secondary data are collected
through online modes and different study materials available on the topic.
Secondary data has the advantage of saving time and reducing data gathering
costs. The disadvantages are that the data may not fit the problem perfectly and
that the accuracy may be more difficult to verify for secondary data than for
primary data.

Primary data
Often, secondary data must be supplemented by primary data originated
specifically for the study at hand. Primary data are data freshly gathered for a
specific purpose. In my project the source of primary data is a survey conducted
through Questionnaire Method.

Sample Size
Sampling Plans: - After deciding the research approach and instruments, the
sampling plan was one of the important task,
Sampling Unit: - who is to be surveyed? And now my task was to define the target
population, which will be sampled from the number of people.

Key account (builders comes under key account who already done huge size
of project).
Contractors (Done smaller projects like repairs or smaller projects than key
accounts).
Direct Consumers or End Users.

Sample Size - large sample give more reliable result than small sample, so for this
reason I had taken a sample size of 100 consumers to find out the proper
satisfaction level.
Sampling Area - Sample collected from the different parts of Kolkata and suburb
as follows
-

Garia
Tollygunge
Dumdum
Ballygunge
Deshapriya Park

Contact methods: Personal Interview: - this method was the most appropriate
way of survey, because by personal interview with the help of questionnaire I came
to know their feeling about the Asian paints Company.
Online - This method is also used by me because the consumers had no time for
me or there was no other option to meet them.

Data Analysis Techniques

Research Design is a framework or blueprint for conducting the marketing research
project. It specifies the details of the procedures necessary for obtaining the
information needed to structure and solve the research problems.
Classification of Research Design - It may be broadly classified as exploratory or
conclusive; where exploratory research provides insight and understanding of the
problem which helps in development of conclusive research tests and examine
relationships regarding the research problem. The cross-sectional design would be
used which is a one-shot research study at a given point of time and consists of a
sample (cross-section) of the population of interest. The primary advantage of the
design is the sample control and quantity of data that can be collected. The main
disadvantage of this research design is the high potential for interviewer bias and
hence generalizations could be inappropriate. Moreover sensitive information
cannot be asked which could be useful to our objectives.
Appendix 1 shows the survey questionnaire used for the purpose of this study.
The flow of research is as shown below:

Figure -2 Research Design (Malhotra & Dash, 2011)

From the two data source which I have mentioned above secondary data are the
easiest way to gather and the cost of collecting this data is very low and easily
available from the respective association. After collecting the secondary data or
information from the secondary sources then I started collecting primary data from
consumers to narrow down my research.
Survey Research: - This method was the most appropriate way to collect data.
The research approach is a widely used method for data collection and best suited
for descriptive type of research survey includes research instrument like
questionnaire which can be structured and unstructured. And I have used this
method in my project to find out the builders satisfaction.
Research instrument: - There is various way of research instrument of collecting
primary data, the various methods areI.
II.
III.
IV.

Questionnaires.
Psychological tools.
Mechanical Devices.
Qualitative Measures.

From the above mentioned research instruments I had used only Questionnaires
technique to find out the builders satisfaction towards Asian paints Company.
Questionnaire Design:- A questionnaire was developed for the Part-2 of the
research.The questions are based on 5-point scale Likard scale and nominal scale
(as labels/ categories)..A funnel approach (generic to specific questions) would be
used to understand and quantify the views of the users.
In this project I formulated the questionnaire in the following manner:At the top of the survey questionnaire was formulated to record the
demographic details of the respondants.
Questionnaire was formulated containing 19 closed ended and open ended
questions.
Out of 19 questions 1 open ended questions and 18 close ended questions.
Out of 18 questions 11 Dichotomous Questions (The dichotomous question is
generally a "yes/no" question), 7 Rating Scale Questions were there.
Questions were segmented into 5 parts to find out the satisfaction of
consumers towards the company, product & services.
.
Sample Analysis: Likard scale is used with five categories for more reliable
ratings of satisfaction on various elements. Ratio scale is used for those elements,
where the answers are more of specific in nature. Example Yes or No. The data is
summarized and compressed into tabulation form used to interpret the tabulated
data and the inferences are drawn for each individual question. The cross-sectional

design would be used which is a one-shot research study at a given point of time
and consists of a sample (cross-section) of the population of interest. The primary
advantage of the design is the sample control and quantity of data that can be
collected. The main disadvantage of this research design is the high potential for
interviewer bias and hence generalizations could be inappropriate. Moreover
sensitive information cannot be asked which could be useful to our objectives.

DATA COLLECTION , ANALYSIS &

INTERPRETATION

THE SOURCES FOR THE COLLECTION OF DATA

The data was collected wlth the help of a survey questionnaire (physical as well as
online) and personal interviews in different areas of Kolkata on the basis of
convenience sampling.
The questionnaire was pre-tested using responses from 30 respondents (to ensure
questionnaire readability) and then data was collected from 100 respondents using
a structured questionnaire. The questionnaire contained questions relating to
respondents' demographic characteristics like age, gender, income etc.

PROCESSING OF THE DATA FOR ANALYSIS

Sampling method: - The sampling method for this study is as far as possible
Normally Distributed.

The sampling is done kept in mind to achieve some realistic results. The Qualitative
and Quantitative analysis samples were obtained by Probability Sampling
Method (where every sample from the population of consumers has equal chances
of being selected). Simple Random Sampling. (Samples were randomly
selected from the population of builders).
Scaling:- A scale is a mechanism by which individuals are distinguished as to how
they differ from one another on the variables of interest of our study.
I have considered Nominal scale (Customers/end consumers name,) and the rest
is Ordinal scale. (Product satisfaction parameters, Service satisfaction
parameters and company satisfaction)
Rating scale:- I have used a Likert Scale to examine how strongly respondents
have agreed or disagreed with the statements given in the Questionnaire on a five
point scale with the following anchors:

Table a

STRONGLY AGREE

AGREE

NEUTRAL

DISAGREE

The following variables are used to construct the questionnaire.

Table 5.1

STRONGLY
DISAGREE
1

Variables

Demographic
variables

Items

1. Age
2. Gender
3. Occupation
4. Frequency of use
5. Annual household income (in Rs.)

Price

1. Regarding the price level fixed by Asian Paints did you find it
satisfactory?

Service (both online

and offline)

1. What is your overall satisfaction rating with Asian Paints ltd

2. Are you satisfied by online facilities provided by Asian Paints
3. Asian Paints provide expert help in makeovers and
decorative ideas. Did you find it useful?
4. Did you find the response givenby the complaint dept,
satisfactory?
5. Do you feel satisfied by the after sales services provided by
Asian Paints ,in terms of tips on the post application and
maintenance, invoice, warranty card, etc
6. Please rate your level of satisfaction with your sales
representative.

Quality

1. Are you satisfied by the quality of the Asian paints in the

terms of smell, shine , texture, colour?
2. Are you satisfied by the smooth wall surface you get after
using Asian paints?
3. Do you experience paint peeling or poor adhesion ?
4. Are you facing problems of blistering?
5. Do you experience sags and runs?
6. After using Royale Asian Paints do you experience Yellowing
of the wall colour ?
7. Do you experience microbial growth on the walls after using
Asian Paints?
8. Have you used Asian Paint Primers? (Asian Paints Acrylic
Wall Putty, Primer ST, Primer WT, etc)If yes, do you find the

Asian Paints Primers satisfactory?

9. Did you ever had a complain against Asian Paints products
or its services?
Brand

Colour

1. Do you feel the T.V. commercials of Asian Paints Company

are misleading?
2. Do you think Asian Paints are more satisfactory than other
paints?
3. Would you like to give any suggestions to the Asian Paints
regarding their product or services?
1. There are various Decorative Paints for Exterior walls,
Interior walls, Metal surfaces, Wood surfaces. Have you used
any of them ?
2. If yes, did you find it satisfactory ?

ANALYSIS OF DATA
Analysis and Interpretation of Questionnaire no.1 (for general purpose).
Observing and studying the questionnaire No.1 the data collected from it is
processed into the following tabulation and graph form.

Figure - 1

INFERENCE:
From the above table, out of the 100 respondents, following is the inferences for
different elements. Overall Satisfaction: the overall satisfaction rate is 60%and
the total dissatisfaction rate is 40%. The gap between the two is 60% - 40% = 20%.
This means the overall satisfaction rate is 20% more than the dissatisfaction rate.
That shows improvement but not at the sufficient rate.
Sales Representative: the total satisfaction is 30% and the total dissatisfaction
is 70% out of which 20% are very dissatisfied. The gap between the dissatisfaction
and satisfaction is 70% - 30% = 40%. That means the dissatisfaction level is 40%
more that satisfaction level. This indicates that the company need more
improvement in this area of business activity.
Online Facility: the total satisfaction of the customers is 70%and dissatisfaction is
30% .the satisfaction gap is 70% - 30% = 40%. It means the satisfaction rate is 40%
more than the dissatisfaction rate. This means the companys performance is better
in this field. But out of 30% , 10% are very dissatisfied and 20%are somewhat
dissatisfied. The company must find the reasons for such a dissatisfaction for the
total success.
Price Level: here the total satisfaction level is 40% and the total dissatisfaction is
60% . Therefore the gap rate is 60% - 40% = 20%.. This means the dissatisfaction
rate is 20% more than satisfaction level.

Analysis and Interpretation of Questionnaire no.2 (for specific purpose).

Observing and studying the questionnaire No.2 the data collected from it is
processed into the following tabulation and graph form.

Figure- 2.1

INFERENC
E:
From the above table, out of the 100 respondents, following is the inferences for
different elements;
Colour, texture and smell: the total satisfaction level is 50% and the total
dissatisfaction is 50%. But out of the total rate of dissatisfied customers 40% are
somewhat dissatisfied and 30% somewhat satisfied. And therefore the gap between
the former and the latter is 40% - 30%= 10% . It means that the dissatisfaction rate
is 10% more than satisfaction level. Though the very satisfied customers are 20%
who, are totally satisfied and have no complains regarding this element.
Smooth wall surface: total satisfaction level of the customers is 70% ,therefore
30% totally dissatisfied . The gap between the two is 70% - 30% = 40%. This means
that the satisfaction level is 40% more than the dissatisfaction level.

This shows 70% of the customers agree that after using Asian Paints they get a
smooth wall surface.

Figure - 2.2

INFEREN
CE:
From the above table , to my analysis, out of the 100 respondents, 10% of the
respondents have experienced Adhesion on their walls after using Asian
Paints.While the 90% of them have given a positive response, this shows the level of
increased improvement.

Figure: 2.3

INFEREN
CE:
From the above table, to my analysis, out of the 100 respondents, 10% of the
respondents have experienced blistering on their walls after using Asian Paints.
While other 90% of them have no complains for this factor.

Figure- 2.4

INFERENCE:
From the above table, to my analysis, out of the 100 respondents, 10% of them
have experienced yellowing of the wall after using Asian Paints.While 90% of them
have given a positive response. But the company must take find the reasons for
such yellowing of the walls.

Figure- 2.5.1

INFERENCE: From the above table (2.5) , out of the 100 respondents , 20% and 70%
of them are aware of the Asian Paints Primers and Decorative paints respectively.
Further 80% and 30% do have much idea regarding the usage of the Asian Paints
primers and decorative paints respectively. From the table (2.5.1) , out of the 10
respondents, following is the inference for the different elements.
Primers : total satisfaction is 10% and the other 10% are very dissatisfied due to
the inhalation of its strong fumes.
Decorative Paints: total customers aware are 70%.out of which 40% are
dissatisfied customers and total satisfaction is 30%. Therefore the gap that prevails
between the two is 40% - 30% = 10% . This means that the dissatisfaction is 10%
more than satisfaction rate.

Figure: 2.6

INFERENCE: From the above table , to my analysis, out of the 100 respondents, 30%
are not satisfied and do not find the makeover and decorative ideas provided by the
Asian Paints useful ,as they feel the Ideas do not work out as is shown in the t.v.
commercials.While 70% of the respondents have provided with positive response.

Figure: 2.7

INFEREN
CE: From the above table , to my analysis , out of the 100 respondents, 60% of the
respondents feel that the t.v. commercials shown by the Asian Paints are

misleading. As they found problems of colour fadedness, blistering, yellowing of the

walls etc.. This may bring them on verge of brand shifting. Hence the company
must overcome this problem as soon as possible.While other 40% have provided a
positive response.

Figure- 2.8

INFEREN
CE: Regarding the Service Sector of the Asian Paints, to my analysis, out of the 100
respondents, For Response to Complaints: 60% of the respondents have given
do find optimum satisfaction from this sector of the company, out of which 20% are
very dissatisfied, as they have not received any response to their complaints.While
40% have given a positive feed back. After Sales Service: 50% of the
respondents have derived optimum satisfaction but the other half are not satisfied
by the after sales services provided by the company. Out of which 20% are very
dissatisfied.

Figure- 2.9

INFERENCE: Form the above table, out of the 100 respondents, 60% of them are
giving more preference to the other paints company like NEROLAC Paints company.
As they have found satisfaction for a longer period of time in terms of paint quality
as well as in price level. While 40% of the respondents have preferred Asian Paints
over other paints. Therefore this shows an alarming situation for the company,
where the company may lose their existing customers.

RECOMMENDATIONS & CONCLUSION

FINDINGS:
The findings from this research shows that the company is working hard to
maintain the quality of its paints as the least number of the customers have some
problems regarding blistering , adhesion or yellowing of the wall. Almost 70% of the
respondents have agreed that after using Asian Paints they get a smooth wall
surface.
But the certain dissatisfaction still prevails regarding the texture and smell of the
primers. One out of the ten respondents is totally disinclined towards Asian Paints
the reason found out was the fumes of the primers affecting the health. Another
have experienced cracks in the wall paints and have complained against the
durability of the paints. Such dissatisfied customers have shown positive inclinition
towards other brands such as Nerolac paints.
Regarding the service department of the Asian Paints. This include, the services
provided by sales representative of which the total satisfaction prevailing is just
30% and the level of the dissatisfaction is 40%, more as the respondents have
reported, the local dealers and team leaders are care free and do not respond to
their complains.
And in the fields of feedback to the complains, 20% more of dissatisfaction is
prevailing than satisfaction. The After Sales Services shows equal levels total
satisfaction and total dissatisfaction but 20% of then show that they are very
dissatisfied.
Incase of Online Facilities the respondents have provided with positive feedback.
40% rate of satisfaction level is more than the dissatisfaction level. This shows that
the online facilities have upward moving scale.
Regarding the promotional activities, 6:10 is the ratio for dissatisfaction . That
means out of ten respondents undertaken six respondents feel that the commercials
are misleading because according to them they have not got the same effects as
shown in the t.v. commercials. And the other activities such as innovative ideas and
makeovers its satisfactory ratio is 7:10 which shows effective efforts are being
taken.
Regarding the price level, 60% of the respondents feel that the prices of the Asian
Paints are high. Out of which 20% are very dissatisfied as they are reluctant after
comparing the prices with end results.
Regarding the inclination towards the Asian paints brands , 6:10 respondents prefer
Asian Paints over other paints. But still there are four other respondents who are
preferring other paint brands.

The overall satisfaction of the Asian Paints ltd in general judged by the respondents
and brought down in this report is, 20% more than the overall dissatisfaction.

RECOMMENDATIONS:

Asian Paints must improve its service sector. If there are any complaints
regarding the product of the Asian paints, the line officers must follow up with
calls or emails , if required they must send their workers to repair the
damaged caused due to the company's product.

There are complaints by the customers regarding the care- free behavior of
the team leaders, resulting in poor customer satisfaction. To avoid this the
management must try to change the behavior of the officers as well as team
leaders. This can be done by bringing Change Management.

Asian Paints Co. must re-treat its primers, in its research laboratories to
avoid the inhalation of the harmful fumes and make the products eco-friendly.

Asian Paints is one of the best paints , but certain weaknesses still persist,
regarding its colour fadedness, adhesion & smoothness. Therefore to avoid
this the company must have a regular check on its production department
and quality department and every activity related to the development of the
product. They can do this on regular intervals by adopting techniques like
Kaizen technique and Total Quality Management.

The customers feel that the advertisements are misleading and fraud.
Therefore to remove this negative attitude of the customers the company can
demonstrate how to use a particular product and how to utilize and maintain
it at its maximum level. At last how to obtain an advertisement look.

LIMITATIONS

Few personal interview could be conducted as most of the respondents of

the questionnaire were able to answer it only through mail.

A limited sample size of 100 customers was considered because of time

constraint and certain limited boundaries. Research might not reflect the real
target market as the total sample size is comparatively less to represent the
entire population.

The marital status and locality the consumer was not considered. As
information of residence was not provided by customers. Hence the level of
satisfaction and purchase utility may vary due to this factor.

This research is carried on random basis, therefore the customers are from
different areas. Hence the results of this research should not be taken for one
particular market place.

This data is collected at primary level therefore it might be subjected to bias.