Study of how Social and Personal factors of

Consumer Behaviour are used by Asian

Paints to succeed in the paint industry

Group 9
 Asian Paints Overview
Asian paints was established in 1942
Asian Paints is Indias leading paint company
since 1967 and Asias second largest paint
company.
Initially it started off as a paint company now it
has emerged as a home dcor company.
Asian Paints operates in 19 countries and has 26
paint manufacturing facilities in the world.
Change in brand positioning of Asian Paints over the years

Gattu

Celebrate with
Asian Paints and
Colors of Joy

Mera Wala

Har Ghar Kuch

Kehta Hai

Royale and Home

Decor
 GATTU as the first brand mascot
Social Factor of Consumer
Behaviour - Roles and Status

Targeted the middle and lower

middle class of consumers as
well as the rural population.
 Celebrate with Asian Paints &
Colors of Joy Campaign
Cultural factors of consumer
behaviour- Targeted the different
festivals of India like Diwali, Durga
Puja etc with the Celebrate with
Asian Paints Campaign
Personal factors of consumer
behaviour - stage in life cycle and
then it shifted to different occasions
like child birth, marriage etc. with
the Colors of Joy Campaign
 The MERA WALA campaign

Personal Factor - Personality and Self Concept

Asian Paints ventured into the space of colour
and brought out the Mera Wala campaign with
151 shades of colours
 Social factors used in Sunil Babu Ad

Reference Group: This ad targets how the consumers image in front of his
neighbours influences his buying behaviour.

Roles and Status: It depicts that how important is the house in Indian
Society,how it depicts the status of a person and it can be leverage to influence
customers
 Social Factors in the Har Ghar Kuch Kehta Hai campaign

Asian Paints is about people and homes and homes reflect the people living in it

Family of Procreation : The likes and dislikes of her wife influence the buying decision of the
husband.

Stage in life cycle: It depicts that how an occasion like marriage is leveraged by Asian Paints
to market its products.
 Royale Play campaign
Social Factor in Consumer
Behaviour- aspirational groups

ROYALE launched with Mansoor Ali

Khan Pataudi as its first brand
ambassador and then was succeeded
by Saif Ali Khan to also endorse its
variation Royale Play.

Asian Paints roped in Deepika

Padukone as its Brand Ambassador to
endorse Asian Paints Royale Play.
 Tractor Emulsion campaign
Lifestyle Factor (Personal):
Tractor Emulsion focussed at value for
money with taglines like Yeh sirf Dikhta
mehnga hai, Smart Choice and latest
being Kam Kharcha full charcha

It aimed to target the money

constrained middle class people who
wanted to get value for money, elevate
their status
Color Scheme Pro - To create a personalized colour combination