A

Page | 1

PROJECT REPORT ON

Berger paints customer base segmentation study. Identification and

categorization in Kolkata megapolis.
Submitted by

KINANKA NANDY
In partial fulfillment for the award of the degree

Of

MASTER OF BUSINESS ADMINISTRATION

In
MARKETING MANAGEMENT
INSTITUTE OF ENGINEERING AND MANAGEMENT
WEST BENGAL UNIVERSITY OF TECHNOLOGY

Declaration
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This is to certify that this report is entitled Berger paints customer base segmentation study.
Identification and categorization in Kolkata megapolis. Which is submitted by me in partial
fulfillment of the requirement for the award of degree Master of Business Administration to West
Bengal University of Technology, Salt Lake comprises only my original work and due
acknowledgment has been made in the text to all other material used.

Date:

Kinanka Nandy

Certificate
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This is to certify that Kinanka Nandy the student of MBA 2nd year of Institute of Engineering &
Management, Kolkata have completed their Grand Project Berger paints customer base
segmentation study and Identification and categorization in Kolkata megapolis in the year
2011-2013 in partial fulfillment of West Bengal University of Technology requirements for the
award of the degree of Master of Business Administration is a record of the candidate own work
carried out by him under my/our supervision. The embodied in this thesis is original and has not
been submitted for the award of any other degree.

Date:

Supervisor

Acknowledgement
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It is said, the most important single word is we and the zero important single word is I. This is
true even in todays modern era. It is absolutely impossible for a single individual to complete
the assigned job without help and assistance from others.
It is my greatest pleasure to acknowledge sincere gratitude towards Mr. Mainak Ghosh (Area
Sales Manager) , Berger Paints India Limited Kolkata for the completion of the project work.
I would also like to acknowledge to my sincere gratitude to the Director of my institute Dr. P.K.
Mishra and my project guide Prof. S N Sanyal for helping me in this project work.
I am thankful to all of my friends and batch mates for their help in completing this project work.
Finally, I am thankful to my entire family members for their great support and encouragement.

Executive Summary
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Authentic marketing is the art of identifying and understanding customer needs

and creating solutions that deliver satisfaction to the customers, profits to the
producers and benefits for the stakeholders. ................... Philip Kotler
The businesses are ever changing so are the way of their characteristics. The changing scenario
presents us new techniques and methods of business as well as their marketing strategies. The
core of business is to market the product that will be attracted by the consumers and also the
product will satisfy the consumers needs. Marketing efforts are vital for any business that is the
combination of various factors affecting the real market scenario. The changing environment is
creating new issues that must be considered for doing a business. In this dynamic business world
the scenario of business aspect changes so rapidly that one false decision could cause the firm to
lose its very existence. We have chosen to conduct the study in BERGER paints India Limited
because they are one of the leading firm in the painting industry occupying a significant market
share.
My project has started from mid of June and has ended in August. My project has been divided
into two different parts. The first one is to know companys customer and to study them and the
second one is to make a survey on the Interior Designers and their preference of choice in terms
of interior painting or decorating. My title of the project is Berger paints customer base
segmentation study and identification and categorization in Kolkata megapolis.The main
objective of my project is to build an effective customer relation by direct interactions with
contractors and Interior Designers of Kolkata to gain competitive advantages over other
companies- with special reference to promotional strategy. In the first phase the data source was
companys record. I met the contractors physically and gathered all the information according to
questionnaire. What I observed that the maximum contractors are very satisfied with the
company and its facility. Few contractors are trying to switch to the other companies. The main
reason behind that is customer preference. Customers are preferring Asian paints and Dulux paint
( ICI ) due to product quality. Bergers product quality is diminishing and it has effected to
customers mind. But the primer of Berger Paint is still no.1 in the prevailing market. In terms of
customer relation or Dealer handling Berger Paint is showing a great performance.
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So, my recommendation in this study is to increase product quality, better promotional strategy,
more interaction with the customers, provide more facility to customer for maintain the market
share and more profitable business.
In the second phase I have done a market survey on the basis of a questionnaire provided by
Berger Paints of the Interior Designers. The primary data source was internet. WWW.Just dial.
com, WWW.sulekha.com are the main primary data source. I met the Interior designers
physically and gathered all the information as per companys questionnaire. What I observed that
the Interior designers have a high preference on Asian Paint. The main reason behind that is high
quality, high promotion and advertising, direct contact with the indirect customer, availability of
shops and outlets. And Berger Paint is lacking in all of the areas. But Interior Designers have a
certain preference on Berger paints due to their brand value and many of them have a will to
work with Berger paints. My recommendation in this regard is to increase promotional activity
along with betterment of quality of the products, enhancement of direct interaction with complete
coverage and offer some certain benefits which can propel them towards Berger paints.
Berger Paints is one of the top leading companies in India as well as paint industry. They have
their head office in Kolkata at Park Street. They have 9 factory/plant, 113 sales depots in India.
They have a vast market in Kolkata and have a great market share in paint industry. They have a
great marketing team, sufficient working capital, good inventory management, developed
technology, large distribution channel or network and a renowned brand value. They have some
certain competitors (Asian paints, ICI, Nerolac, Shalimar etc. ) in Kolkata market. Beside of
maintaining a good position in this market they are going towards more market share by
improvising their potential. I am very lucky to get the opportunity of doing Summer Internship
Project from this pioneer company.

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-: CONTENTS :-

Chapter

Topic

Page No

Research problem & background

Objectives and scope of study

12

Project methodology

14

Data analysis and interpretation

21

Observations and findings

37

Recommendations

40

Limitations and scope of study

43

Bibliography

45

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Chapter 1

RESEARCH PROBLEM
&
BACKGROUND

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Background
This project is basically based on the analysis of the existing contractors, investigating a new
avenue of contractors i.e the interior decorators and architects and also comparing the
advertisements of Berger Paints with its competitors.
1) KYC is an acronym for "Know Your Customer", a term commonly used for Customer
Identification Process. The activities of customer that financial institution and other regulated
companies must perform to identify their clients and ascertain relevant information pertinent to
doing financial business with them.
The KYC guidelines of BERGER PAINTS INDIA LTD are to collect three proofs from their
customers.
They are
1. Photograph
2. Proof of identity
3. Proof of address
Accordingly, BERGER has framed its KYC procedure according to which, a photograph and
documentary proof of personal identification and address proof are required to be provided.
In addition to these documents various other information like the per year consumption of each
paint category, construction chemicals and wood finish were taken. These data formed the main
basis of the study. Various analysis like brand preferences, contribution of each product in the
total sales volume etc were analysed.
2) Investigating a new avenue in the market, this in marketing perspective is increasing the
customer base, which will in turn lead to sales expansion and growth. This is done in case of the
interior decorators and architects. In marketing terms we can define market expansion as a
growth strategy in which an organization targets existing products to new markets, market
development by targeting new geographic markets, new demographic or psychographic
segments, or totally new users.
3) Analysis of the advertisements : Advertising is a form of communication for marketing and
used to encourage or persuade an audience (viewers, readers or listeners; sometimes a specific
group) to continue or take some new action. Most commonly, the desired result is to drive
consumer behavior with respect to a commercial offering. So we can say here that better the
quality of the advertisements better is the customer response.

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Research Problem
In this case the research problem is divided into three heads :

Analyse the existing contractors satisfaction level, contribution in the sales volume, tastes
and preferences in terms of choice of a particular paint brand and scopes for increase in
the volume of sales.
Investigate a new market with existing products in hand i.e, the interior decorators and
contractors, analyse their state, the brand preference, and the type of job they do so that
they can be converted into dedicated customers in near future.
A comparative analysis of the advertisements of Berger Paints with respect to its
competitors and suggest the various strengths and weakness of the media promotion of
Berger Paints.

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Chapter 2

OBJECTIVES AND
SCOPE OF STUDY

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Objectives of study
1)
2)
3)
4)

To find the preference and choices of contractors and Interior Designers.

To collect appropriate customer identification and to know the customer better.
To survey the market potential of the company.
To survey the product usability in Kolkata.

Scopes
1) Selling process should be studied and improved.
2) Customer satisfaction study has to be included.
3) Product quality study should be done.
4) This study can be extended by any paint manufacturer (Asian Paints, Nerolac or even
Berger Paints) to launch a new product in the market.
5) This study can be extended to analyze, if Berger Paints need to reposition / re brand
itself in the Indian Market.
6) Primary demographic profile of survey takers are from Tier-1 cities, this study can be
extended to other parts of the country and even to Tier-2, Tier-3 cities, so as to identify and
analyze how the marketing and promotional strategy of companies vary in Tier-1 / 2 or 3 cities.

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Chapter 3

PROJECT
METHODOLOGY

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Project Objectives :
The research includes meetings with the contractors or painters and interior designers and
preparation of the questionnaire to be answered by above people for knowing their
respective contribution in the sales, their involvement with Berger Paints and the
respective market share of Berger Paints in comparison to his competitors. The views of
the above parties were recorded as per the questionnaire.
The objective of the first phase is to differentiate Berger paints from the other painting
companies in the terms of market share, material quality, capacity of holding up the
contractors by schemes. In the first phase, I was allotted for meeting 65 contractors with
their phone number and dealers name of Berger Paints. The purpose was to collect some
details of their business data along with 2 passport size photographs and photocopy of
their address proof. There was a certain questionnaire which consist of name, date of
birth, anniversary date, business value per year, monthly consumption of material
including interior paints ,exterior paints and wood finish etc. And also I was able to
differentiate Berger paints from the other painting companies in the terms of market
share, material quality, capacity of holding up the contractors by schemes.
The objective of the second phase is to know about the current position of Berger Paints

in the luxurious paint industry or market and to find out the strength, weakness,
opportunity and threats of Berger Paints .In the second phase I was allotted to visit 35
interior designers for a market survey by filling up a certain questionnaire. Company
provided me the name of companies, their phone numbers and their addresses. The
questionnaire consisted of several details of Interior designers like name, material value
per year, value of interior and exterior Emulsion paints with brand preference, value of
wood finish products with brand preference, value of chemical constructions with brand
preference, top 5 best jobs done in this current year along with job address, job type and
job value etc.
Type of Project Design: It is a descriptive project.

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Sample Unit: Kolkata

Project Instrument:
Structured open ended questionnaire for both the two phases.
In the first phase, in the questionnaire the contractors or painters were directly asked to give the
money value of purchase of different paint items of Berger Paints and lastly their overall
investment in paints per year.
In the second phase, in the questionnaire the interior designers were directly asked to give the
money value of purchase of different paint items of different paint companies(Berger paints,
Asian paints, ICI, Nerolac paints)and their preference towards company and their recent
accomplished job names with job types and job values.
Data Collection Methods :
Phase 1:
Secondary Data : Books, Internet, Departmental Records.
Primary Data : Interview, Direct interaction and survey different contractors .
Target Sample Size for proposed Survey: 85
Number of questionnaires filled up: 57
Number of wrong numbers: 15
Number of out of station contractors: 8
Number of not interested contractors: 5
Number of given questionnaire: 85
Phase 2:
Secondary data: Internet (www.just dial.com, www.sulekha.com etc.),Books (Interiors 2011 etc.)
etc., , companys own records.
Primary data: Direct interaction, Interview, survey different interior designers.

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Target Sample Size for proposed Survey: 65

Number of collected questionnaire filled up: 28
Number of wrong number & wrong address: 15
Number of not interested Interior Designers: 8
Number of out of station Interior Designers: 7
Number of busy Interior designers: 7
Number of given questionnaire: 65

Primary Data

Secondary Data

Visiting
Contractors &
Interior
Designers for
Information
Information
From Indirect
Sources

Project
Report

Published
report,
Internet
Sources
etc.

Project Plan :
Phase 1:( Know your contractors study)
Direct interview of the contractors by personally visiting them and having face to face
communication and taking the respective feedbacks based on the questionnaire. Refusal rate is
low. Contractors are more or less cooperative. Many information other than the questionnaire set
was also gained from these interviews which will be later related within the project as per
requirement. I had to call all of my contractors and conveyed them the information about this
programme. I called them, fixed the appointments with each of the contractors and visited to
collect the information. There I had to face some problems. Like some of the phone numbers
were wrong, few contractors were out of station, few of them were not interested to carry on the
relationship with Berger Paints after being rectified all of their queries and complains by me. I
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had to visit various places like Metiabruje, behala, Borobazar, Garia ,Jadavpur, Kasba and many
more. For the first 1.5 months I was bound to visit the places. I was able to collect 35 details of
contractors. By collecting those information I was able to know our contractors or customers.
Who they are and how are their businesses. Knowing the customers of Berger Paints was the first
objective of my project. After getting details information of each of the contractors I was able to
find out the actual market share of Berger Paints and the satisfaction level of customers.
Contractors
Call by phone

Wrong number

Noted down

not interested

reported

interested or available

fixation of appointment

out of station

busy

queued

queued

and complain taken

questionnaire filled up
Flow Chart of phase 1

Phase 2: ( Evaluation of involvement and satisfaction level of Interior Designers)

Direct interview of the interior designers by personally visiting them and having face to face
communication and taking the respective feedbacks based on the questionnaire. Refusal rate is
higher than phase 1. Interior designers are more or less cooperative. Many information other than
the questionnaire set was also gained from these interviews which will be later related within the
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project as per requirement. In the second phase I was allotted to visit 65 interior designers for a
market survey by filling up a certain questionnaire. Company provided me the name of
companies, their phone numbers and their addresses. The questionnaire consisted of several
details of Interior designers like name, material value per year, value of interior and exterior
imulsion paints with brand preference, value of wood finish products with brand preference,
value of chemical constructions with brand preference, top 5 best jobs done in this current year
along with job address, job type and job value etc. This task was a little bit tougher than phase
1because they wanted some certain benefits from us apart from market survey in order to have
wasted their time. The main objective of the task was to find out companys position in Kolkata
in terms of interior designing.
Interior designers
call by phone

wrong number

visit without
appointment

not interested

interested or available

out of station

busy

reported

fixation of appointment

queued

queued

and complain taken

questionnaire filled up
questionnaire wrong not interested
filled up

address
Flow Chart of Phase 2

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Time Frame In Methodology:

Mid
2012
Gathering
informatio

June--July

Eve of
August

Mid of
August

End of
August

Eve of

End of

September

September

n
Organizing
informatio

n
Analyzing
informatio

n
Arranging
contents
Report
writing
Submission
of Report

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CHAPTER 4

DATA ANALYSIS AND

INTERPRETATION

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Know Your Contractors

Interior Paints
Purchase in Rs
(Lakhs)
0-1
1-2
2-3
3-4
4-5
5-6
6-7
7-8
8-9
9-10

No of contractors
10
10
11
5
12
2
0
0
0
1

Cumulative
%
19.61%
39.22%
60.78%
70.59%
94.12%
98.04%
98.04%
98.04%
98.04%
100.00%

Interior Paints
Frequency

No of contractors

Cumulative %

14
12
10
8
6
4
2
0

120.00%
100.00%
80.00%
60.00%
40.00%
20.00%
0.00%
0-1

1-2

2-3

3-4

4-5

5-6

6-7

7-8

8-9 9-10

Purchase in Rs (Lakhs)

INTERPRETATION:
Page | 22

Maximum number of contractors purchasing interior paints of value between

0 to 5 lakh annually.
From the above diagram we can conclude that there is no purchase of interior paints
between 6 to 9 lakh yearly.
There are very few contractors ,roughly around 2% who have the capacity to buy above 9
lakh.

Exterior paints

Purchase in
Rs(lakhs)
0-1
1-2
2-3
3-4
4-5
5-6
6-7
7-8
8-9
9 and above

No of
contractors

Cumulative %

8
12
12
7
3
2
2
0
2
3

15.69%
39.22%
62.75%
76.47%
82.35%
86.27%
90.20%
90.20%
94.12%
100.00%

Exterior Paints
Frequency

No of contractors

Cumulative %

15

150.00%

10

100.00%

50.00%

0.00%

Purchase in Rs(lakhs)

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INTERPRETATION:
Maximum number of contractors purchasing exterior paints of value between 0-4 lakh
annually.
From the above diagram we can conclude that there is no purchase of exterior paints
between 7-8 lakh.
Very few contractors are there who are purchasing paints within the range of 4-9 lakhs
annually.

Damp proof.

.
Purchase in Rs
0-20000
20000-40000
40000-60000
60000-80000
80000 and above

No of
contractors
14
0
3
0
5

Cumulative %
63.64%
63.64%
77.27%
77.27%
100.00%

Damp proof
Frequency

No of contractors

Cumulative %

15
10
5
0

120.00%
100.00%
80.00%
60.00%
40.00%
20.00%
0.00%

Purchase in Rs

INTERPRETATION:

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 Approximately 60% of the contractors purchases damp proof within the

range of 20000.
Sales value of damp proof is comparatively poor to the sales value of
interior and exterior paints.

Roof treatment.
Purchase in
Rs
0-20000
20000-40000
40000-60000
60000-80000
80000 and
above

No of
contractors
6
0
3
0

Cumulative %
46.15%
46.15%
69.23%
69.23%

100.00%

Roof treatment
Frequency

No of contractors

Cumulative %

7
6
5
4
3
2
1
0

120.00%
100.00%
80.00%
60.00%
40.00%
20.00%
0.00%

Purchase in Rs

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INTERPRETATION:
Approximately 45% of the contractors purchases roof treatment materials within the
range of 20000.
Very few contractors use roof treatment materials of Berger paints i.e out of sample of 51
only 13 contractors use it.(25%)
Roughly 31% of the contractors uses roof treatment above Rs 80000.

Wood finish.
Purchase in Rs
0-20000
20000-40000
40000-60000
60000-80000
80000 and
above

No of contractors
5
1
10
1

Cumulative %
26.32%
31.58%
84.21%
89.47%

100.00%

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Wood finish
Frequency

No of contractors

Cumulative %

12
10
8
6
4
2
0

120.00%
100.00%
80.00%
60.00%
40.00%
20.00%
0.00%

Purchase in Rs

INTERPRETATION:
Approximately 53% of the contractors makes their purchase within 60,000.
Purchase of wood finish materials among the contractors are very less the
maximum being roughly Rs 100000.
Out of all the respondents only 50% of the contractors use wood finish
materials.

Category Distribution.

category
A

No of
contractors
43

Cumulative %
84.31%
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B
C

6
2

96.08%
100.00%

Category Distribution of contractors

A

12%

4%

84%

The categories have been divided on the basis of total annual purchase of the contractors.There
are three categories namely A,B and C.
Category A- above 5,00,000.
Category B- between Rs 2,00,000 and Rs 5,00,000.
Category C- below Rs 2,00,000.
INTERPRETATION:

According to the analysis 84%,12% and 4% of the contractors fall in the categories A,B
and C.
Major section of the contractors have an annual purchase of above Rs 5,00,000.

Contractors distribution.
Type
dedicated berger contractors
others

Frequenc
y
32
19

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Contractors Distribution
dedicated berger contractors

others

37%
63%

INTERPRETATION:

According to the analysis it can be interpreted that 63% of the contractors are
dedicatedly using Berger Paints products.
The remaining 37% of the contractors are not fully using Berger Paint products.

Market share of individual Paint category:

INTERIOR
PAINT(RS)

EXTERIOR
PAINT(RS)

DAMP
PROOF(RS)

ROOF
TREATMENT(
RS)

WOOD
FINISH
(RS)

16,050,000.0

18,090,000.0

1,190,000.0

900,000.0

910,000.0
Page | 29

Market share of each paint category{Berger Paints}

2% 2%

INTERIOR PAINT(RS)

3%

EXTERIOR PAINT(RS)

43%

DAMP PROOF(RS)
ROOF TREATMENT(RS)

49%

WOOD FINISH (RS)

INTERPRETATION:

From the above analysis it can be interpreted that the interior and exterior paints are the
two main sectors from where the major part of the revenue is earned(92%). The
remaining three sectors contribute a very little amount in the total revenue earned by the
company(8%).

N.B This analysis is strictly based on the annual purchase of the contractors.

Chi square test to analyze the brand preference.

Brand preference with respect the choice of interior
and exterior paints
Original Values
Berger

Asian

ICI

Nerolac

Shalimar

Total
Page | 30

Interior
Exterio
r
Total

17
12

7
5

2
4

2
0

2
0

30
21

29

12

51

expected values

Interior
Exterio
r
Total

FORMULA: (row total* cloumn total)/ grand

total

Berger
Asian
ICI
Nerolac
Shalimar
Total
17.058815
7.056
3.528
1.176
1.176
30
11.948
4.944
2.472
0.824
0.824
21
29
Chi-test
value =

12

51

0.353291

A chi-squared test, also referred to as chi-square test or

test, is any statistical hypothesis
test in which the sampling distribution of the test statistic is a chi-squared distribution when the
null hypothesis is true, meaning that the sampling distribution (if the null hypothesis is true) can
be made to approximate a chi-squared distribution as closely as desired by making the sample
size large enough.
From the data we collected through survey,
Null hypothesis: The attributes are dependent i.e. the difference in brands does have an impact
on the choice of interior and exterior paints.
Alternate hypothesis: The attributes are independent i.e. the difference in brands does not have
an impact on the choice of interior and exterior paints
.In Excel, the formula to evaluate is:CHISQUARE TEST chi-square(actual range, expected range)

The value after evaluation

Page | 31

 0.353291
REMARKS:0.353291 is smaller than the boundary value 5.Therefore we can say that the null
hypothesis is accepted. i.e the difference in brand has an impact on the choice of interior and
exterior paints.

Analysis of interior decorators/architects.

Page | 32

BRAND

Asian

No.of
responde
nts

13

Berge
r
7

ICI

Shali
mar
2

10

Nerol
ac
3

interior paints
asian

berger

6%

ici

shalimar

nerolac

9%
37%

29%
20%

INTERPRETATION:
From the above study it can be concluded that Asian paints is the leading brand in the interior
sector followed by ICI, Berger, Nerolac and Shalimar.
So it can be interpreted that Asian Paints is the market leader followed by strong competitors.

Page | 33

Analysis of Variance (ANOVA) for different types of paints and brands

Analysis of Variance has been defined as the statistical technique for the separation of variation
due to a group of causes from the variation due to other groups. Analysis of variance (ANOVA)
is similar to regression in that it is used to investigate and model the relationship between a
response variable and one or more independent variables. However, analysis of variance differs
from regression in two ways: the independent variables are qualitative (categorical), and no
assumption is made about the nature of the relationship (that is, the model does not include
coefficients for variables). In effect, analysis of variance extends the two-sample t-test for testing
the equality of two population means to a more general null hypothesis of comparing the equality
of more than two means, versus them not all being equal.

One-way analysis of variance tests the equality of population means when classification
is by one variable. The classification variable, or factor, usually has three or more levels
(one-way ANOVA with two levels is equivalent to a t-test), where the level represents the
treatment applied. For example, if you conduct an experiment where you measure
durability of a product made by one of three methods, these methods constitute the levels.
The one-way procedure also allows you to examine differences among means using
multiple comparisons.

Two-way analysis of variance performs an analysis of variance for testing the equality
of population means when classification of treatments is by two variables or factors. In
two-way ANOVA, the data must be balanced (all cells must have the same number of
observations) and factors must be fixed.

From the data we collected through survey,

asian
13

10

shalima
r
2

14

interior texture

15

exterior texture

14

green quality paint

water based
enamel

Interior
Exterior

berger

ici

nerolac
3

Page | 34

Anova: Two-Factor Without Replication

SUMMARY

Count

interior
exterior
interior texture
exterior texture
green quality paint
water based enamel

5
5
5
5
5
5

Su
m
35
35
35
31
23
6

asian

61

berger

32

ici

38

shalimar

nerolac

26

Average

Variance

7
7
7
6.2
4.6
1.2

21.5
19
25
26.2
7.3
1.7

10.1666
7
5.33333
3
6.33333
3
1.33333
3
4.33333
3

21.3666
7
23.0666
7
9.06666
7
1.46666
7
2.66666
7

ANOVA
Source of
Variation
Rows
Columns
Error

Total

SS

df

MS

132.7

26.54

247.33
33
155.46
67

61.833
33
7.7733
33

535.5

20

P-value

3.4142
37
7.9545
45

0.0216
15
0.0005
24

F crit
2.7108
9
2.8660
81

29

Interpretation

The observed value of F for the types of paints is larger than the critical value of F for
degrees of freedom (5,20) which implies that there is a significant difference between the
types of paints, i.e, the choice of paints is dependent on the respondents preference.
The observed value of F for the types of brands is larger than the critical value of F with
the degrees of freedom (4,20) which implies that there is a significant difference between
Page | 35

the types of brands, i.e, the choice of the brands is dependent on the respondents
preference.

Analysis of Variance (ANOVA) for different types of Construction Chemicals and Brands
From the data we collected through survey :
sika
13

12

shalima
r
7

tile adhesive

10

16

roof
treatment
damp proof

12

18

10

admixture

pidilite

latex based

brger

asian
paints

texsa

Anova: Two-Factor Without Replication

SUMMARY

Coun
t
6

Su
m
35

Average

Variance

5.833333

latex based
tile adhesive

6
6

0
34

0
5.666667

roof treatment

35

5.833333

damp proof

26

4.333333

32.5666
7
0
37.0666
7
54.9666
7
17.4666
7

sika
pidilite
berger
asian paints
texsa
shalimar

5
5
5
5
5
5

44
56
9
5
6
10

8.8
11.2
1.8
1
1.2
2

admixture

26.7
49.2
1.7
1.5
2.7
8.5

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ANOVA
Source of
Variation
Rows
Columns
Error

Total

SS
150.333
3
499.466
7
210.866
7
860.666
7

df
4
5
20

MS

P-value

F crit

37.5833
3
99.8933
3
10.5433
3

3.56465
4
9.47454
9

0.02373
7
9.41E05

2.86608
1
2.71089

29

Interpretation

The observed value of F for different types of brands is larger than the critical value of F
with degrees of freedom (5,15) which implies that there is significant difference between
the types of brands, i.e, the choice of the brand of construction chemical is dependent on
the brand itself.

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Chapter 5

Observations and
Findings
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Contractors.

On the basis of our analysis it has been observed that most of the contractors are
purchasing materials above Rs 5,00,000 in a year.
On the basis of the sample of respondents it has been observed that around 63% of the
contractors are dedicated towards Berger Paints (loyal Berger Paint contractors) and 37%
of the respondents are using a mixture of all brands prevailing in the market.
According to the survey it has been observed that major part of the revenue is earned
from interior and exterior paints.
On the basis of our survey conducted it has been found that the difference in brand has an
impact on the choice of interior and exterior paints.
According to the contractors Berger has a communication gap with them.
Most of the contractors are satisfied with the paint quality of Berger mostly the primer.
Based on the survey conducted it has been found that the difference in the brands has an
impact on the choice of the interior and the exterior paints.
Based on the survey it has been found that there is a communication gap between the
representatives of the Berger Paints and various small contractors.
Many contractors have been complaining that there is a lack of availability of shade cards
with them.

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It has also been found out that most of the contractors are satisfied with the interior and
exterior primer paints. There is a reputation in the market about the primer paints is quite
positive.

Interior Decorators / Architects

Though this section of interior decorators and architects is a new avenue for Berger
Paints, i.e a market segment which was not a target previously, it is found that these
prospects use Berger Paints products mainly the paints but not in huge volume.
They mainly prefer interior paints of Asian Paints as it gives a good coverage and the
quality is also better as compared to the others, inspite of the price being higher than
Berger Paints.
On the basis of the survey conducted it is found that the exterior paint qualities of Berger
Paints are in good demand as it has the maximum share.
With respect to the exterior and interior texture paints again Asian Paints and ICI leads
the market.
The primer of Berger Paints is highly preferred by these prospects because of its best
quality among all other brands.
Other brands like Nerolac and Shalimar are hardly preferred.
The green quality paints are not in much demand, very few people go for that.
With respect to wood finish materials majority of the architects and interior decorators
use gala polish, NC finish, PU etc are hardly used.
With respect to the various construction chemicals and adhesives, the market relies
mainly on brands like Sika and Pidilite as they are the pioneers in the market with a high
quality product base.
An analysis of variance (ANOVA) done on the sample data determines that the choice of
paint brands is dependent on the respondents preference.
An analysis of variance (ANOVA) done on the sample data determines that the choice of
the brand of construction chemical is dependent on the respondents preference.
Berger Paints sales team should make more efforts in terms of regular interactions and co
operations with these customers, as these are potential customers and can give good
business if co ordinated properly.
Shade cards are not available with all the customers, which is a major problem for them.
The quality of melamine should be improved according to the responses received from
the survey.

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Chapter 6

RECOMMENDATIONS
Page | 41

After analyzing the data obtained from the consumers and the dealers it was evident that Berger
Paints is one of the market leader. It enjoys a vast customer base in the Kolkata market. I came
up with the following suggestions for improving upon the current customer base and expanding
into other high potential sectors besides the decorative segment.
Sales promotion committee should be formed to formulate and implement new market
strategies to compete with competitors and to extend the market share.
Company sales representatives must maintain relations with construction companies as
well as with painting contractors with the help of the dealers.
Company should conduct meetings, at least to make the customers to know about the
latest development in the paint industry and their products.
Companies should even concentrate on quality of the products as the customers are not
satisfied.
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 Advertisement should be increased to update the image of Berger Paints in the changing
environment.
Company must look after, there is a close relationship between sales representatives and
dealers with the customers.
Company should maintain the customer records as any change of contact number or
address of customer can be same with losing customer.
Company should convey the information about their new products to the customers as
the coverage of Berger Paints is very much unknown to the most of the interior
designers. As per the feedback obtained the customers were unable to associate new
products like Green Quality Paint, water Based Enamel Paint etc. with the parent brand.
Therefore the company needs to emphasize more on the promotion of products.
Company should promote their Home painting association for better business profit.
Since the intermediaries play a very important role in the marketing of the brand, the
company should take initiatives like painter training program with Berger Paints
certificates. This will increase the creditability of the painters in the market and they will
become brand loyal.
Company should start to think about penetration of rural market by several small size
packs of products like Asian Paints.
More and more women can be found perusing the shelves at paint stalls in search
of the right type of paint for their homes. So the company can target this new set
of interested customers by increased advertising in women magazines.
The services provided by the company on the website are not being used because
of the low penetration of internet in India. So we recommend that these facilities
should be made available at the point of purchase.
For decorative range of products it is difficult for international companies to set
up shop on a standalone basis because of existing barriers like strong network of
existing players, brand image and distribution logistics. But this may not apply on
the basis of industrial products in which tie-ups in home countries and their
customers, the required stock can be made and sold. In the face of cut-throat
competition and new technology, Berger Paints requires new associations and
strategic partnerships to move ahead in the industry segment.
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 Efficient working capital management has been the strength of the company for
years. However recently declared budget 2012, there has been increase in
level of inventory due to VAT uncertainties and in anticipation of higher material
prices. Increased working capitals lead to diversion from productive investments.

Chapter 7

Page | 44

LIMITATIONS & SCOPE

OF STUDY

Limitations

Only 65 contractors and 35 interior decorators have been visited, which comprises a very
small sample.
Survey area was confined to south Kolkata and parts of south 24 paraganas.
Survey was totally confined within small level contractors and interior decorators, but a
huge sale which is contributed by the real estates, builders etc are not investigated.
Time span was limited to 2 months.
Questions were mostly open ended.

Future Scopes

This study can be used by the company to convert more contractors into dedicated berger
paints customers.

Page | 45

Analyse the requirements of the interior decorators and devise strategies of market
penetration.
Make a quantitative research and analysis of the effectiveness of the advertisements of
Berger Paints.

Chapter 8

Page | 46

BIBLIOGRAPHY AND
REFERENCE

Bibliography
1. Marketing Management: A South Asian Perspective by Philip Kotler, Abraham Koshy,
Kevin Lane Keller, Mithileswar Jha
2. Marketing Research: An Applied Orientation by Naresh K. Malhotra, Satyabhushan
Dash
3. Advertising and Promotion by Keyoor Purani, George E Belch, Michael A Belch

Reference
Page | 47

1. http://en.wikipedia.org/
2. http://stockshastra.moneyworks4me.com/paints-indian-paint-industry-analysis-andresearch-report-2011/
3. http://www.scribd.com/
4. http://www.slideshare.net/

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