A STUDY ON DEALERS SATISFACTION IN SHEENLAC PAINTS CHETPET, CHENNAI.

BY AVINASH.S Reg. No.: 1067434 of Rajalakshmi Institute of Technology

A PROJECT REPORT Submitted to the FACULTY OF MANAGEMENT SCIENCES In partial fulfillment of the requirements For the Award of the Degree OF MASTER OF BUSINESS ADMINISTRATION ANNA UNIVERSITY CHENNAI-600025 AUGUST 2011

BONAFIDE CERTIFICATE

Certified that this Project report titled A STUDY ON DEALERS SATISFACTON under taken in SHEENLAC PAINTS,CHETPET, CHENNAI, is the bonafide work of Mr.AVINASH.S,who carried out the research work under my supervision . Certified further, that to the best of my knowledge the work reported herein does not form part of any other project report or dissertation on the basis of which a degree or award was conferred on an earlier occasion on this or any other candidate.

Signature of the student

Signature of Internal guide

Name: AVINASH.S Reg. No: 1067434

Signature of HOD

COMPLETION CERTIFICATE

11.08.2011 CHENNAI

TO WHOMSOEVER IT MAY CONCERN

This is to certify that S.AVINASH 1067434 M.B.A IInd year student of RAJALAKSHMI INSTITUE OF TECHNOLOGY, KUTHAMBAKKAM, CHENNAI has done project work in the company on A STUDY OF DEALERS SATISFACTION. under the guidance of Mr.S.MUTHUKUMAAR Regional sales manager, SHEENLAC PAINTS, CHETPET, CHENNAI. Towards the fulfillment of award of Master of business administration during the period July 1st to 31st.

Regards,

ACKNOWLEDGEMENT

It gives me immense pleasure to present this project report on DEALER SATISFACTION carried out at SHEENLAC PAINTS. In partial fulfillment of postgraduate course M.B.A. No work can be carried out without the help and guidance of various persons. I am happy to take this opportunity to express my gratitude to those who have been helpful to me in completing this project report At the outset I would like to thank Mr. MUTHU KUMAR (Regional Sales Manager) for their valuable advice and guidance during my project completion, and for timely help concerning various aspects of project. I also thanks to all staff members of HR department for help me to complete the summer internship program. My sincere thanks to Mr. M.B.RANJIV, (Asst sales manager) Who gave me an opportunity to do project in his company. My sincere thanks to my faculty guide Mr.RAMANATHAN, Department Of Management Studies for his valuable guidance and encouragement throughout the project work. And my sincere thanks to my HOD Mrs. SHANTHI NACHIAPPAN Department of Management Studies for being support throughout my project. Lastly I would like to thank my parents, friends and well wishers who encouraged me to do this research work and all those who contributed directly or indirectly in completing this project to whom I am obligated to.

DECLARATION

I am AVINASH.S Student of MBA II (Marketing) 2010-2012 studying at Rajalakshmi Institute Of Technology, Kuthambakkam declare that the project work entitled A STUDY ON DEALERS SATISFACTION. CHENNAI Was carried by me in the partial fulfillment of MBA program under the RAJALAKSHMI INSTITUTE OF TECHNOLOGY.

This project was undertaken as a part of academic curriculum according to the University rules and norms and it have not commercial interest and motive. It is my original work. It is not submitted to any other organization for any other purpose.

PLACE : KUTHAMBAKKAM DATE : SIGNATURE OF THE STUDENT RAJALAKSHMI INSTITUTE OF TECHNOLOGY KUTHAMBAKKAM

TABLE OF CONTENTS

CHAPTER

TITLES LIST OF TABLES LIST OF CHARTS

PAGE NO

1.1 INTRODUCTION 1.2 PROFILE OF THE ORGANIZATION 2.1 DESIGN OF THE STUDY 2.1(a) OBJECTIVES OF THE STUDY 2.1 (b)SCOPE & LIMITATIONS OF THE STUDY 3.1. REVIEW OF LITERATURE 4.1 RESEARCH METHODOLOGY 4.2. RESEARCH DESIGN 4.3. DATA COLLECTION METHOD

11-24

II III

25-26 27

IV

4.4 DATA ANALYSIS AND INTERPRETATION 4.5 SIMPLE PERCENTAGE ANALYSIS 4.6 WEIGHTED AVERAGE 4.7.CHI-SQUARE CALCULATION 5.1 SUMMARY OF FINDINGS 5.2 SUGGESTION AND RECOMMENDATIONS 5.3 CONCLUSION 6.1 BIBLIOGRAPHY 6.2 QUESTIONNAIRE

30-55

56-58

VI

59-63

LIST OF TABLES

T.NO 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16

TABLE NAME EXPERIENCE IN DEALERSHIOP FACTORS ENABLING DEALERS

PAGE.NO 33 34 35 36 37 38 39 40 41 42 43 44 45 46 47 48

CREDIT PERIOD GIVENN BY SHEENLAC PROMOTIONAL ACTIVITIES GIEN BY SHEENLAC EXPECTATION ON QUANTITY DEALING PRODUCT WITH OTHER COMPANIES ACCESSIBILITY OF PRODUCS EMPLOYERS DELAING WITH DEALERS FACTORS COMPARED WITH COMPETITORS RECOMMENDATION BY CUSTOMERS SEASON PRODUCTS AWARENESS ON PRIMER PRODUCTS PRICING OF PRIMER PRODUCTS DEALERS EXPECTATION ON QUALITY & PRICE NEED OF QUALITY AND PRICE OTHER FACTORS COMPARED WITH COMPEITIORS 7

17 18 19 20

SAMPLING OF A PRODUCT SERVICE GIVEN AFTER THE LANUCH PRODUCT RATING COMPLAINTS AND SUGGESTION

49 50 51 52

LIST OF CHARTS 8

T.NO 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19

TABLE NAME EXPERIENCE IN DEALERSHIOP FACTORS ENABLING DEALERS

PAGE.NO 33 34 35 36 37 38 39 40 41 42 43 44 45 46 47 48 49 50 51

CREDIT PERIOD GIVENN BY SHEENLAC PROMOTIONAL ACTIVITIES GIEN BY SHEENLAC EXPECTATION ON QUANTITY DEALING PRODUCT WITH OTHER COMPANIES ACCESSIBILITY OF PRODUCS EMPLOYERS DELAING WITH DEALERS FACTORS COMPARED WITH COMPETITORS RECOMMENDATION BY CUSTOMERS SEASON PRODUCTS AWARENESS ON PRIMER PRODUCTS PRICING OF PRIMER PRODUCTS DEALERS EXPECTATION ON QUALITY & PRICE NEED OF QUALITY AND PRICE OTHER FACTORS COMPARED WITH COMPEITIORS SAMPLING OF A PRODUCT SERVICE GIVEN AFTER THE LANUCH PRODUCT RATING

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COMPLAINTS AND SUGGESTION

52

CHAPTER 1

1.1INTRODUCTION

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General Introduction
Marketing is essentially about marshalling the resources of an organization so that they meet the changing needs of customers on whom the organization depends. As a verb, marketing is all about how an organization addresses its markets. Marketing is The management process which identifies anticipates and supplies customer requirements efficiently and profitably.Marketing is a total system of interesting business activities defined to Plan, piece, promote and distribution want satisfying products & services to present and potential consumers - William. J. Stantion Marketing is the performance of business activities that direct the follow of goods and services from the producer to the consumer or user - American Marketing Association A social and managerial process, by which individuals and groups obtain what they need and want, through creating and exchanging product and value with others.

INTRODUCTION ABOUT DEALERS

Dealer is a person or firm engaged in commercial purchase and sale. Dealer may signify firms that buy or resell products at retail or wholesale basis. A producer cannot sell all his products directly to consumer, he has to depend upon intermediaries to push, off, his products. A dealer is an intermediary who helps to market a product. A dealer is one who purchase and sells products. A dealer may be a wholesaler or a retailer or a distributor or any agents. 11

The volume of sales depends on the efficiency of a dealer who assesses the psychology of consumers and takes appropriate steps to sell a product. It is the dealer who suggests to the manufacturers the suitable media of advertisement and other promotional tools. Dealers are searching for new marketing strategies to attract and hold customers. Dealers include all activities involved in selling goods and services to those buying for resale or business use. Dealers buy mostly producers and sell mostly to retailers or industrial consumers.

Dealers satisfaction
Dealer wants high marginal gain from manufacturers. The main objective of dealership is earning profits. Dealership business is different from other business. The peculiar feature of a dealer is dealing with one or more similar products. Dealers earn commission for goods sold from the manufacturers. The commission depends upon the value of sales both cash and credit. Now a days the demand for paint increases every year. The manufacturers are not able to cover all the consumers directly. With the help of dealers only they can reach the consumers. Dealer excepts income from business because there is some guarantee of getting more commission from this business. Dealers demand more commission from the manufactures, they cover the entire market within their locality. They also sell paint in credit to regular customer.

INTRODUCTION ON PAINTS The Paints are extensively being used in our daily life as well as in industries for decorative and protective coatings plays an important role. Paint industries in India have widely been developed with the help of petrochemical ,industry and development of paint technology it is now possible to manufacture large quantities of improved quality in less time and investment. Paint can be briefly described as a homogenous and complex mixture consisting mainly pigments, binders (resins) and solvents. Added to these, are a number of additives, to

12

impart or enhance certain specific properties. The mixture (paint), when applied as a thin coating of say 25 to 50 microns (one to two thousand) dries to a hard film due to the evaporation of the solvents, polymerization chemical reaction or both. This dry paint film has got the property to obliterate and protect the surface on which it is applied. Evaporation of solvents and chemical reaction are very much dependent on surrounding conditions such as temperature, humidity, ventilation etc., and have an appreciable influence on the drying rate of a paint film. The drying will be relatively slower at lower temperature and higher humidity. According to Indian Standard Specifications Test Methods the drying time is determined at 27c and relative humidity of 65%. The term Paint and Surface coating are often used interchangeably. Surface coating is a more general description of any material that may be applied as a thin continuous layer to the surface. Paint was traditionally used to distinguish pigmented materials from clear films, which are more properly called Lacquers or Varnishes. Composition of Paint: 1. Pigments: Pigments render colors and opacity to the paint. Pigments are solid materials in powder form, incorporated in paints to give opacity, colors or chemical reinforcement to the film. In primers the pigments are mainly incorporated to give rust inhibiting properties.

2. Media or Binder or Vehicle: Binders hold the paint together and also bind it to the surface being painted, thus promoting durability. Paint as explainedearlier is essentially an intimate blend of pigments, medium and solvent. Pigments have one property in common, i.e., they are all powders and as such are of no use in either protection or decoration, until they are blended with materials, which are capable of forming a continuous film, and this former is known as the medium or binder or vehicle.

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3. Solvents or Thinners: Solvents give paint its flowing property, enabling brushing/rolling on a surface. In a liquid paint, solvents or thinners serve mainly to reduce the viscosity of the paint in order to make it suitable for application as required and enable the paint to wet and spread on the surface in a continuous manner. Depending on the solvent used, paints can be categorized as waterbased or oil-based. 4. Additives: Additives endow the paint with special properties such as resistance to fungus, rust, etc. Why Paints are used? Normally paints are used in our homes on walls, metal and wooden surfaces to protect from corrosion and enhance esthetic value. Eventually these will necessarily need painting because with time their beauty and strength decreases. Wall surfaces chip and crack, metal rust and corrode, while wooden furniture and doors get warped and scratched. Different paints have specific properties that prevent or at least delay this. They form a protective layer around the substrate, keeping it relatively safe and protected from environmental abuses. Naturally, since walls are different from metal, which in turn have properties dissimilar to wood, each surface requires a different type of paint. Today, different paint has been developed, specific to each category.

Types of Paint Paints are generally classified into Decorative Paints: Mainly household paints. These are generally of air-drying quality. Industrial Paints: These can be either of air-drying or stoving quality. These are used on while goods, automobiles, marine transport, coils etc., 14

High Performance Coatings: These paints generally air dry, at room temperature or with the help of a curing agent. These paints are used for painting structures under marine conditions and in chemical factories like fertilizer, petrochemical in highly corrosive atmospheres.

Varnishes or Lacquers: These can be generally considered as unpigmented paints, i.e. paints without any obliterating properties.

Powder Coatings: These are coating materials in powder form prepared from special solid resins, pigments and hardening agents. They are applied by electrostatic spraying and cured by stoving

1.2PROFILE OF THE ORGANISATION The motto of the company

The Companys motto is Quality with high valued ethics. The promoter Mr. John Peter, is the founder & Chairman of the Sheenlac Group of Companies. He started the business in the year 1962. First venture was a proprietor concern under the name of United Thinner Agencies as a trading company.

15

On 26th April 1967 this concern was converted into a registered firm. The firm was doing the production of thinner and trading activities at No.3, Arunachalam Street, Purasawalkam,Chennai Mr. John Peter then acquired a plot at 109-B. Developed Plots, Ambattur Industrial Estate, Chennai 600 098 from the Department of Industries & Commerce in 1970 for construction a factories and for erection of machinery for production of Paints, Thinner & Allied Products.On 6th November 1971 a new firm was started in the name of Sphinax Chemical Industries with its registered office at No.20, Arunachalam Street, Purasawalkam, Chennai 600 007. The products, which were manufactured and marketed by the firm, had a very good report in the market and also good rapport with the dealers. To cater the increasing market demand, on 29th July 1977 the firm Sphinax Chemical Industries was converted into a private limited company Viz. Sphinax Chemical Industries (P) Ltd, to enable the company to get the financial assistance and a status in the market. As part of expanding the market share, started branche offices all over South India namely, Thrissur, Chennai, Vijayawada, Bangalore & Coimbatore in the year 1981. In 1986 the group had started a new paint manufacturing factory under the name of Polycoat Industries at 48-C, Developed Plots, Ambattur Industrial Estate, Chennai 600 098 exclusively for production of automotive paints & Wood finishes with Mrs.Mary John W/o,Mr.John Peter as the Proprietrix. Due to some unavoidable reasons this unit as well as Sphinax Chemical Industries (P) Ltd., were closed in 1989 90 and later on started a new partnership firm in the name of Supercoat Industries in the year 1991 92. As part of expansion the company purchased the adjoining plot 108-C, Developed plots, Ambattur Industrial Estate, Chennai 600 098 and expanded the capacities by constructing a multi storyed building for storing purpose, a building to accommodate the R&D. In 1997 98 the firm Supercoat Industries was again converted into a Proprietrix concern, with Mrs. Mary John W/o Mr. John Peter as the proprietrix. The company is having a Research and Development wing functioning under the able guidance of well qualified chemists. 16

To cater the increased market demand the Supercoat Industries constructed a 3 storied factory building with well-equipped machinery in 1999 with capacity to produce 2 Lakhs litres of Paints and Wood finishes in a month. In the same year Supercoat Industries also programmed for the ISO and obtained thecertificate of ISO 9001 from BVQI. In 1993 the group had started another proprietory concern with Mr.Sudhir John as the proprietor with the name of Surface Coating Industries Located at 139-142, Sidco Industrial Estate, Thirumazhasai, Chennai 602 107, exclusively for N.C. Thinner & Wood Polish Production. The company has a well-equipped plant, with a capacity to produce 7 to 10 lakhs litres of Thinner and 2 Lakhs litres of Wood Polish per month.

The Proprietor of the concern is Mr. Sudhir John S/o. Mr. John Peter, a well qualified person with chemistry as main also has a experience in the paint field for more than 12 years and thus made a turnover of Rs.32 crores in 1999-2000. To meet the increased market demand the Surface Coating Industries acquired a new land at Poonamallee bye pass road measuring 12 acres. In the above place 3 factory building were constructed each measuring 500 sq.ft. The First Shed for Thinner Production, which has a capacity to produce 50,000 litres per day. The second shed for production of wood polish, which has a capacity to produce 20,000 litres per day. The Third shed is used for storage of packing materials. For the Raw materials storage there are about 6 over head tanks.

HISTORY OF THE ORGANISATION

1962- Mr.John Peter Founder and Chairman started "United Thinner Agencies " for Manufacturing Thinner and Wood Polish products. Products were marketed under the Brand Name "SHEENLAC". Mr. Krishnamoorthy a business friend was Instrumental in coming the brand name "SHEEN" means Future of Shine and "LAC" means Lacquer polish. 17

Branch office Opened at Ambattur in Chennai. 1971-"Sphinax Chemical Industries" was started on 6th November. 1973-Year marked with the launch of Wood Polish in HDPE Bottles, First of its kind in Indian market.Small Packing was introduce to fulfil the needs of the users. 1977-Renewal of Sphinax Chemical Industries as Sphinax Chemical Industries (P) Ltd. to cater the increasing market demand. 1983-Once again, First of its kind in Indian market the launch of Thinners in Pet Bottles. Construction of Church in Thrissur (Kerala) and handing over to "Malabar Independent Syrian Church" as a part of Social Commitment. Branch office opened in Kochi. Church in Chennai at Perambur. 1984-Branch office opened in Vijayawada. 1986-Branch office in Bangalore. 1987-Branch office in Coimbatore. 1989-"Best Enterpreneur Award" Mr.John Peter founder of Sheenlac group received from Honorable President of India Shri.R.Venkatraman. 1992-Outstanding Award was received by Mrs. Mary John Proprietrix of Supercoat Industries received from Chief Minister of Tamil Nadu - Shri.M.Karunanidhi.

18

1993-"Surface Coating Industries" a new Manufacturing unit producing Thinner and Wood Polish in large scale was started to cater the needs of Northern Markets. 1997-Growing needs from the Industrial sector was the initiation of Research and Development unit in Ambattur. 1998-Increase in Manufacturing of Paint to 10 KL per batch as a part of Expansion plan. Branch office at Yeshwantpur in Bangalore. 1999 - Received ISO 9001 Certification from Bureau Veritas. Branch office in Hyderabad. 2000-State of the art "Surface Coating Industries" in 12 acres of plot to Manufacture 1,00,000 Ltr per day of Thinners and Wood Polish to face the high demands. "Women Enterpreneur Award" Mrs. Mary John Proprietrix of Supercoat Industries received from Minister for Industries Tamil Nadu - Shri. Periasamy. "Rashtriya Samman Award" Mr. Sudhir John Proprietor of Surface Coating Industries received from Government of India's Chairperson CBDT - Smt.S.K.Nigam. Rashtriya Samman Award from 2000 to 2001. 2002-"Rashtriya Samman Award" Mr. Sudhir John Proprietor of Surface Coating Industries received second time from Central Minister of Finance (State) - Mr. Chengi Ramachandran. "Vocational Excellence Award" Mr.John Peter received from Rotary Club for his commitment to the society. Branch office in Hyderabad. 19

2003-Branch office was opened in Cuttack, Ahmedabad and Pondichery. 2004-Noble cause led to construction of one more Church in Perambur (Chennai). 2006-Branch office in Kolkatta, Goa, Kochi and Calicut. 2007-Branch office in Coimbatore and Ludiana. Amalgamation of all the manufacturing companies as "SHEENLAC PAINTS CORP". 2008-Branch office in Raipur. 2010-New Factory gearing up in outskirts of Chennai at Vadakanallur.

SHEENLAC PRODUCT PROFILES

Sheenlac products are mainly for wood finishes and it is mainly concentrating on Auto finishes Architectural products Wood finishes

Auto finishes: Auto primers

20

Zinc chrome metal primer Oil primer brown Zn tech primer 1) Auto/General purpose primers Red oxide zinc chrome primer Zinc phosphate primer grey Poxy based Red oxide Zinc Chrome 2) Auto under coat surface Speed kote Primer Surfaces 3) Auto body filters/putty NC Putty- Grey NC Putty- White KPF Putty KPF Putty White 4) Auto top coat solid colors Synthetic Fast Drying Enamel Acrylic Enamel NC Based Lacquer Aluminum 5) Auto top coat metallic finishes 2K PU Solid colors Synthetic Fast Drying Aluminum 6) Auto top coat clears Fast Dry Hi-Gloss Enamel Clear NC Auto Lacquer Clear Sheenacryl clear 21

2K Auto PU clear Hi-build 2K PU Clear Wood finishes: 1) Melamine base Melamine Base A.C. Melamine Opaque Matte A.C. Melamine Glossy / Matte 2) Pearl metallic finishes 2K PU Opaque colors -Glossy & Matte 2K PU Mother Pearl 2K PU Coarse silver, Glittering Gold 3) Polyurethane wood finishes PU Insulator Darkening / Decaying of Wood 1K PU Glossy / Matte (SP)

4) Water based wood finishes WB Impregnating solution WB PUD sealer Interior WB Top coat Glossy / Matte- Interior 5) Wood fillers & polish OB Wood filler Stopper Filler Natural 22

French polish - Color / Colorless 6) Fillers NC Wood filler 7) Sealers NC sanding sealer NC Hi-solid sealer 8) Clears NC Cabinet Clear Glossy Wood Clear Glossy

ARCHITECTURAL PRODUCTS Wall paints Distemper Emulsion-paints

Wall paints
1) Interior primers 2) Exterior primers 3) Interior emulsion 4) Premium interior emulsion 5) Luxury interior emulsion 6) Exterior emulsion 7) Premium exterior emulsion 23

Distemper
1) Interior primers 2) Interior emulsion 3) Acrylic distemper 4) Premium interior emulsion 5) Luxury interior emulsion

Emulsion-paints
1) Interior emulsion 2) Exterior emulsion 3) Premium interior emulsion 4) Luxury interior emulsion 5) Luxury exterior emulsion

CHAPTER 2
2.1 DESIGN OF THE STUDY Problem Statement: The study is undertaken to know the dealer expectations while selling a product and to understand how the company is different in marketing its product. It is vital for any organization in todays competitive environment to understand the perception of their 24

dealers by which the company can make the necessary changes according to the dealers expectation and customers requirements. Hence it is named as A study on dealers satisfaction.

2.1(a)OBJECTIVES OF THE STUDY: Primary objective : To study the level of dealers satisfaction in Sheenlac paints. Secondary objectives: To know the position of sheenlac against other leading paint companies. To know the dealer perception towards sheenlac in Chennai.. To list out the factors that influences the dealers while taking dealership. To know the dealers expectation while taking a dealership of a particular brand To evaluate behavior of dealers while pushing a particular product.

2.1(b) SCOPE & LIMITATIONS OF THE STUDY Scope of the study Other than the objectives of the study some of the related factors were also covered in which some of them are. Fast moving brand of sheenlac products. 25

 Dealers opinion on price fluctuation for thinner products. To know about the standard of the primer products(strategy position). Whether emulsion and distemper products will survive after their launch. Promotional scheme of other products. These factors are given more importance while analyzing the market. Since the future phase was to be adopted after finding out the important factors relating to this market, a sincere attempt is made to elicit the above informations.

Limitations of the study The study was carried out with in Chennai region and nearby areas. Sample size was reduced to around 70 due to lack of respondents from dealers Cost & Time factor was a major constraint. In some cases, communication was not favor and was not convenient for dealers i.e., we have to translate into regional language. (lack of education from dealers side). This research was conducted among dealers only for obtaining consumer response, further survey among users of cement is suggested.

CHAPTER 3
3.1REVIEW OF LITERATURE
1. Philip kotler on marketing successful go-to-market strategies require integrating dealers wholesalers and logistical organization. Although the overwhelming bulk (97 percent) of goods and services is sold through dealers and wholesalers. The dealers 26

product assortment must match the target markets expectations. The dealer has to decide on product assortment breath and depth General Electric Before the late 1990s,GE operated a traditional system of trying to load its dealers with GE applications. Then dealers access GEs order- processing system 24 hours a day, they get GEs best price, GE financing , and no interest charge for first 90 days. In exchange, dealers must commit to selling 9 major GE product categories, generating 65 percent of their sales in GE products. Now GE provides internet content for each of its 1,500 online dealers. Dealers-distributors have faced mounting pressures in recent years from new source of competition. So when that the company provide their service at the satisfaction level of dealers. They are processing successful in the market. 2. Geoff cousins managing director of Jaguar cars says dealers satisfaction is generate the sales growth and profitability In schwackes 2007 brand monitoring survey, the jaguar brand in Germany achieved first place for overall dealer satisfaction and improved from last years result by nine places. More than 1,000 dealers were questioned regarding their satisfaction with their brand and Jaguar came first not only in the overall ranking but also in the important category which showed an improvement of eight places. Managing Director of Jaguar cars, commented: I am delighted that both dealerships have been recognized for the great work that they do. Its an out standing achievement to be chosen over the tough competition from our main competitors. The level of satisfaction is 18 measured in six key areas: service initiation, service advisor, in dealership experience, service delivery, service quality and user-friendly service. 3. HONDA motorcycle & scooters(HMIS) and Honda siel cars (HSCI) rank highest in dealer satisfaction with their principals in the two-four wheeler industry segments, respectively, according to the findings of the 2005 dealer satisfaction study. The study represents the responses of more than 1,200 two-and four-wheeler dealers to the key areas of product, management relationship, profit margin, order and delivery, after-sales and parts support, warranty. Ranking for the study are done at the industry segments-level to provide comparisons among similar group of dealers. The industry average score of reflects a relatively low level of dealer commitment and 27

indicates that dealers are vulnerable to defection. Its an significant increase compared to the 2002 study The key building partners is to focus on the most critical areas that impact dealer satisfaction and commitment to the manufacturer. Mr. Lochan the managing director said It is not surprising that dealers expect their principals to be concerned and supportive of their profitability. However, the study clearly reveals that dealers are equally concerned about other tactical issues such as branding, advertising effectiveness and support in managing warranty claims The statement said the dealer satisfaction study conducted from October through December 2005 covering 846 two-wheeler dealers across nine manufacturers and 392 four wheeler dealers across eleven manufactures. 4. HENRY FORD, 1926 business must be run at a profit, else it will die. But when anyone attempts to run a business solely for profits and thinks not at all of the service to the community, then also the business must die, for it no longer has a reason for existence. Dealers are an important part of our product- led strategy. Our new product introductions will be of mutual benefit to ford and its dealers will help strengthen our relationship. Ford measure dealer satisfaction with all our brands and regions through various methods. Day-to day interactions with our dealer councils and input from third- party surveys. Dealers attitude survey results for 2006 reflect an improving trend for over all dealer

Satisfaction Ford annually recognizes outstanding dealer contributions to the community through its salute to dealers program. The program was established in 2001 to demonstrate our commitment to dealers who provide outstanding products and service and improve the lives of those in need. It represents more then 6,000 dealership in ford motor company.

5. Dealer satisfaction with IBM solution: Overview: one of the worlds largest agriculture and construction equipment 28

Manufactures, tractors, combines and other types of farm equipment construction machinery. 26-oct-2006 conduct dealer satisfaction study in new Holland. Study conduct through 1800 new dealer. As a result 77% increase in dealers satisfaction for whole goods ordering processing among new Holland agricultural dealers as well as constructions dealers. Thousands of dollars saved by reassigning call center employer to higher value work. Accelerating inventory improves bottom lines receiving order faster improves cash flow for new Holland. Tim Lyon, operating director, New Holland we have provided a modern web based order system that makes life easier for our dealers. We focus mainly on dealer satisfaction because they are most valuable assets of our concern.

CHAPTER 4
4.1RESEARCH METHODOLOGY
Research methodology is a way to systematically solve the research problem. It may be understood as a science of studying how research is done scientifically.

4.2 RESEARCH DESIGN:

A research design is purely & simple basic frame work or plan for a study the guides the collection of data and analysis of the data.

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Type of research: Descriptive research

Descriptive Research:
Descriptive studies, as their name implies, are designed to describe something, for example, the characteristics of users of a given product; the degree to which product use varies with income, age or other characteristics: or the number who saw a specific television commercial. A majority of marketing research studies are of this type. 2. DATA SOURCES : Primary data: A Structured questionnaire was administered to obtain data for analyzing the dealers perception towards various brands of paint with reference to Sheenlac paints. Secondary data: Secondary data was collected through Textbooks, company profile, magazines, and from different website.

3. SAMPLE DESIGN In this research, non-probability sampling methods have been used, in which the Chances to select the respondent from the population into the sample are unknown. Sampling Plan: Data: Primary data Researcher design: Descriptive Research instrument: Structured Questionnaire Sampling method:

30

Convenience sampling method of non probability sampling is adopted in this research. Convenience sample are samples drawn at the convenience of the interviewer. Accordingly, the most convenient areas to a researcher in terms of time and effort turns out to be high traffic areas such as a shopping mails or busy pedestrian intersections. The selection of the place and consequently, prospective respondent is subject rather than objective. Sample Unit: Paint Dealers in chennai city Sample size: 70 dealers Method of contact : personal

4.3 DATA COLLECTION METHOD

There are four types of questionnaires design in which, we have adopted the structured undisguised questionnaire, questions are presented in exactly the same words in the order to all respondents. In the typical structured undisguised questionnaires the questions as well as the reasons are standardized. This is accomplished by employing fixed alternative, such a questionnaire facilities easy administration, tabulated & analysis. Open & closed ended questionnaire methods were used in the project, care must be taken to ensures that us for possible, it should not contain any room of misinterpretations. Methodology: Data was collected by giving questionnaire to respondents (personal interview). Plan of analysis: All the data which was collected are based on variables which would explain the solution to the problem.

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4.4 DATA ANALYSIS

Table 1
Experience 1-3 years 4-7 years 8-10 years >10 years Total no. of respondents 2 55 10 3 70 % 2.8 78.57 14.28 4.2 100

Chart 1

32

3 14%

4 4%

1 3%

2 79%

INFERENCE: From the above chart it is inferred that almost dealers having experience of 4-7 years of 79% and 8-10 years of 14% and above 10 years of 4 % and less 4 years of 3%.

Table 2
Factors Promotional scheme quantity company policy margin Total no.of respondents 36 15 2 17 70 % 51.42 21.42 2.85 24.28 100

Chart 2

33

4 24%

3 3%

1 52%

2 21%

INFERENCE: From the above chart it is inferred that factor enable dealers satisfaction of promotional schem of 52% and quality of 21% , company policy of 3% and remaining margin of 24%.

Table 3
Credit very good good satisfactory poor Total no.of respondents % 11 14 41 4 70 15.71 20 58.57 5.71 100

Chart 3 34

INFERENCE: From the above chart it is inferred that credit period given the sheenlac is satisfactory about 58% dealers feels good is about 20% and completely satisfied is about 16% and poor is of 6%

Table 4
Promotional activites very good good satisfactory poor Total no.of respondents % 17 24.28 23 32.85 26 37.14 4 5.71 70 100

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Chart 4

INFERENCE: From the above chart it is inferred that promotional activities given by sheenlac satisfactory with 37% and some feels that it is good about 24% and 6% and remaining feel it is very poor about 33%.

Table 5
Quantity yes no Total no.of respondents 50 20 70 % 71.42 28.57 100

Chart 5

36

INFERENCE: From the above chart it is inferred that major of the sheenalc products supplied in time with 71% and remaining of 29%.

Table 6
Dealing Yes No Total no.of respondents 70 0 70 % 100 0 100

Chart 6 37

INFERENCE: From the above chart it is inferred that dealers dealing with 100%

Table 7
Access yes no Total no.of respondents % 55 15 70 78.57 21.42 100

Chart 7 38

INFERENCE: From the above chart it is inferred that dealers having 79% of proper accessibility of sheenlac products.

Table 8
Dealing highly satisfied satisfied average dissatisfied Total no.of respondents % 9 19 40 2 70 12.85 27.14 57.14 2.85 100

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Chart 8

INFERENCE: From the above chart it is inferred that employers dealing with sheenlac with and average of 57% and employers are satisfied with 27% , and highly satisfied of 13%.

Table 9
Expect promotional scheme sales follow up service credit facility Total no.of respondents 10 24 10 26 70 % 14.28 34.28 14.28 37.14 100

40

Chart 9

INFERENCE: From the above chart it is inferred that factors that enable sheenalac compared with competitors is with 37% credit facility, 34% of sales followup,14% of promotional scheme and service.

Table 10
no.of respondents % 45 25 70

Recommended yes no total

64.28 35.71 100

41

Chart 10

2 36%

1 64%

INFERENCE: From the above chart it is inferred that recommended customers say yes about 64% and remaining 36%

Table 11
Season jan-march april-june july-sept oct-dec no.of respondents % 10 25 25 10

14.28 35.71 35.71 14.28

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Total

70

100

Chart 11

INFERENCE: From the above chart it is inferred that the product will be selling more from the month of april sept with an aggregate of 36% and remaining of 14%.

Table 12
Aware highly expected expected moderately expected not expected no.of respondents 7 35 25 3 % 10 50 35.71 4.28

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Total

70

100

Chart 12

INFERENCE: From the above chart it is inferred that awareness primers products was expected by 50%.

Table 13
Pricing highly satisfied satisfied moderately satisfied dissatisfied Total no.of respondents 5 34 26 5 70 % 7.14 48.57 37.14 7.14 100

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Chart 13

INFERENCE: From the above chart it is inferred that the pricing of the primer products was met by the buyer and they are satisfied with 49%.

Table 14

Dealers Yes No Total

no.of respondents 58 12 70 82.84 17.14 100

Chart 14 45

\INFERENCE: From the above chart it is inferred that quality in price or of expected with 83%

Table 15
Need inc Q dec P dec Q inc P dec Q dec P inc Q inc P Total no. of respondents 14 25 20 11 70 20 35.71 48.57 15.71 100

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Chart15

INFERENCE From the above chart it is inferred that dealers expecting decrease in quality and decrease in price with 49% and some of the dealers ensuring about decrease in quality increase in price with 36%

Table 16
no.of respondents 20 5 20 11 70

Compare Price Quality Offers Service Total

48.57 7.14 48.57 15.71 100

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Chart 16

INFERENCE: From the above chart it is inferred that factors that enhancing sheenlac products are price and offers with an aggregate of 49%.

Table 17
Sampling yes no Total no. of respondents 45 25 70 64.28 35.71 100

Chart 17 48

INFERENCE: From the above chart it is inferred that before launching of the product sampling is necessary with 64 % and remaining 36%. Table 18
no. of respondents 8 38 22 2 70 7.42 54.28 31.42 2.85 100

Sales highly satisfied satisfied moderately satisfied dissatisfied Total

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Chart 18

\INFERENCE: From the above chart it is inferred that sales after the service was 54% satisfied with dealers. Table 19
no. of respondents 5 10 28 7.14 14.28 40

Rate sheenlac-asianagscar-nerolac asian-sheenlacagscar-nerolac asian-agscarsheenlac-nerolac

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asian-agscarnerolac-sheenlac Total

27 70

38.57 100

Chart 19

INFERENCE: From the above chart it is inferred that asian paints leads the brand with 40% and followd by agscar and sheenlac.

Table 20
Suggestion yes no Total no.of respondents 52 18 70 74.28 25.71 100

Chart 20

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INFERENCE: From the above chart it is inferred that suggestion given by the dealers to the company is of 74%.

STATISTICAL TOOLS: Chi square analysis Weighted average There are briefly explained, in following: 4.5 CHI SQUARE TEST 52

The quality 2 described the magnitude of discrepancy between theory observation (ie) O 2 25 16 2 CUSTOMER 5 10 9 1yes TOTAL no E 4.5 22.5 16.7 1.92 2.5 12.5 Highly 8.92 expected 2 1.07 O-E -2.5 2.5 -0.7 0.08 AWARENESS 2.5 -2.5 Expected 0.08 25 -0.07 (O-E)2 6.25 6.25 0.49 0.0064 6.25 6.25 Moderately Not (O-E)2/E 1.38 0.277 0.029 0.0033 TOTAL 2.5 0.5

0.0064 expected 0.00071 expected 16 0.0049 2 0.0045745 4.6945

10

25

TOTAL

35

25

70

with the help of 2 test use are in a position to know whether a given discrepancy between theory of observation may be attitude to chance (or) whether it results in adequacy of the theory to fix observed fact. The quantity is defined as 2 CHI SQUARE TABLE: Where, O Observed frequency E Expected frequency

CHI-SQUARE CALCULATION TABLE:

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RESULT: Degree of freedom Table chi-square value at 5% level Calculated chi-square value

7.82

4.6945

INFERENCE Since the calculated value is lesser than the table value. Hence the null hypothesis, Ho is accepted. Customer of employee is independent with the positive approach of the awareness of primer products.

5.3 WEIGHTED AVERAGE Weighted average was calculated for credit period, promotional activities, dealing, sales service. If something is distribution is more important than order, then their point must be born in mind, in order that average completed is representatives of the distribution. In such case proper weight age is to be given to various items the weight attached to each item being professional to the importance of the item to be I the distribution. Formula Average weight = Total weight / Total No. of respondents x 100

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RESULT S.NO 1 H.S *4 (A) S *3 (B) A *2 (C) D.S *1 (D) 4 X= Y= A+B+C+D X/100

44 42 82 172 1.72 2 4 68 69 52 193 1.93 3 2 36 57 80 175 1.75 4 32 114 44 2 192 1.92 From the above table, it indicates the maximum respondents (i.e.) 1.93 means agree the problems are immediately resolve by the organization, and the satisfaction level of decision is 1.72, which recommends there is some improvement is needed by the respondents in an organization.

CHAPTER 5
5.1 SUMMARY OF FINDINGS
This study has been conducted in order to study the behavior of dealers towards selling paints with reference to SHEENLAC PAINTS (Chennai) Limited. The study also found various shortcomings of the system through dealer survey with the help of structured questionnaire and interview with the paint dealers and company employees. The following is the summary of some important findings of this study: It is inferred that almost dealers having experience of 4-7 years of 79% It is inferred that factor enable dealers satisfaction of promotional schem of 52% It is inferred that credit period given the sheenlac is satisfactory about 58% It is inferred that promotional activities given by sheenlac satisfactory with 37% 55

major of the sheenalc products supplied in time with 71% It is inferred that dealers dealing with 100% Dealers having 79% of proper accessibility of sheenlac products. Employers dealing with sheenlac with and average of 57% It is inferred that factors that enable sheenalac compared with competitors is with 37% It is inferred that recommended customers say yes about 64% Product will be selling more from the month of april sept with an aggregate of 36% Awareness of primers products was expected by 50%. The pricing of the primer products was met by the buyer and they are satisfied with 49%. Dealers expecting decrease in quality and decrease in price with 49% Factors that enhancing sheenlac products are price and offers with an aggregate of 49%. Before launching of the product sampling is necessary with 64 % Sales after the service was 54% satisfied with dealers. Asian paints leads the brand with 40% and followd by agscar and sheenlac. Suggestion given by the dealers to the company is of 74%. Asian paint is the competitor for the sheenlac. From the data collected it is clear that no one changed their dealership so far. According to the dealers price of the Sheenlac products is comparatively high. More offers should be made to the dealers. The company has been practicing push strategies because it has low brand awareness. From the survey it was clear that good quality and rate of commission were important factors, which were considered for pushing a particular brand by dealers.

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Sheenlac is meant for thinners and polish products, i.e wood finishes they are standing amongst the other products. Quality is very high compared to other products.

5.2 SUGGESTIONS AND RECOMMENDATIONS

Almost 75 % of the dealers were given suggestion towards sheenlac The company should concentrate on increasing the sales of paints through Pull Strategy rather than Push Strategy of Marketing. It has to invest on bringing brand awareness. The company has to practice more transparency in its administration for example through website. Sheenlac Paints should take measures to decrease the price with same quality. Sheenlac paints should take steps to increase the quality of the product with out increasing the price. Attracting a customer is more expensive than retaining the customer. So it would be advisable for the company to create an effective customer relationship management through which it can grow to greater extent. Reengineering must be done to improve the standards of the product. The company should make tie up with some organization to see that Sheenlac is used in Painting their advertisements like billboards.

5.3 CONCLUSION
Paint industry is getting its own importance because construction industry determines the economy of the country to a major extend also, only if the construction industry

57

flourishes, other industries flourish and it improves the buying power of the common class. There are number of operators in the industry, and this study helps to know more about dealer satisfaction for Sheenlac panits From the study it can be concluded that the overall satisfaction for Sheenlac paints stands best a quality also. Dealers are satisfied about the price, quality, channel of distribution, dealer sales support etc., But focus needs to the placed on credit period, advertising and promotional activities and to some extent on brand availability. This is sure to improve the success of Sheenlac paints.

CHAPTER 6
6.1 Bibliography

Books referred:

Principles of marketing, Philip Kotler & Gary Armstrong

58

 Marketing research - Principles applications & Cases, D.D. Sharama & G.C.Beri Statistical tools, S.P. Gupta Research methodology, C.R. Kothari Basic marketing, William G.Zikmund, Michaell d. Amico.

Websites:

Scribd.com Wikipedia.org Sheenlac paints official website

6.2 QUESTIONNAIRE
A Study on Dealers Satisfaction with Sheenlac products
QUESTIONNAIRE Name: Address:

59

1. Experience in Dealership & dealing with sheenlac products? a) 1-3 years c) 8-10 years b) 4-7 years d) above 10 years

2. Which factor enable you to be the dealer of sheenlac products ? a) promotional scheme c) company policy b) quality d) margin

3. What do you feel about credit period given by sheenlac company ? a) very good c) satisfactory b) good d) poor

4. What do you think about promotional activities give by sheenalc ? a) very good c) satisfactory b) good d) poor

5. What type of promotional activity do you prefer with sheenlac products.? a) discount c) price b) gift d) offers

6. Whether the expected quantity of sheenlac products is supplied to you in time ? a) yes b) no

If no, specify___________________________________

7. Are you dealing with other companies ? a) yes b) no

If yes, specify____________________________________ 8. Do you have proper accessibility of sheenalc products ? a) yes b) no

If no, specify_____________________________________

60

9. What do you feel about the employers dealing with you in sheenlac ? a) highly satisfied c) average b) satisfied d) dissatisfied

10. What are the factors that you expect from sheenlac compared to the competitors? a. Promotional Scheme c) service b) sales follow up d) credit facility

11. Do you recommend your customers about sheenlac products ? a) yes b) no

If no, specify the reason________________________________ 12. In which season the selling of product is more? a) Jan-march c) july-sept b) April-June d) oct-dec

13. What is the awareness on sheenlac primer products ? a) highly expected b) expected

c) moderately expected d) not expected

14. Whether the pricing for the primer products of sheenlac was met for the buyer ? a) highly satisfied c) moderately satisfied b) satisfied d) dissatisfied

15. Whether the dealers expecting quality & price at same level ? a) yes b) no

If no, specify___________________________________

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16. What kind of quality & price need for dealers ? a. increase in quality decrease in price b. decrease in quality decrease in price b) decrease in quality increase in price d) increase in quality increase in price

17. What are the other factors does sheenlac have compared to the competitiors ? a) price c) offers b) quality d) service

18. Whether the launch of emulsion & distemper products will survive and retain its position in competitors arena ? a) yes b) no

If yes, specify _________________________________________ 19. Before the launch of any new product, sampling of that particular product is necessary or not ? a) yes b) no

If yes , specify_______________________________________ If no, specify _______________________________________ 20. What do you feel about after sales service given by sheenlac ? a) highly satisfied b) satisfied c) moderate d) dissatisfied

21. How many products of sheenlac you sale ? please mention their name also. a)______________ b)________________ c)___________________ d)______________ e) ________________ f)___________________ 22. How do you rate the price of sheenlac products compared with the following competitiors?

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Brands
Sheenlac Asian Agscar Nerolac Berger Dulux

Very high

High

Average

Low

23. Rate the product a. Sheenlac Asian Agscar- Nerolac b. Asian- Sheenlac Agscar- Nerolac c. Asian Agscar Sheenlac Nerolac d. Asian Agscar Nerolac Sheenlac Tick the appropriate box:

24. Do you have any complaints (or) suggestions about sheenlac products ? a) yes b) no

If yes, specify _______________________________________

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