Beyond the EU: DORA and NIS 2 Directive's Global Impact
Consumer preference towards berger paints
1. L.J Institute of management studies –(729)
Submitted By:
Student Name: ALFA BOGHARA
Enrolment No. 187960592024
Summer Internship Project Report
On
“ Customer Preferences Towards Berger Paints”
at Berger Paints India Ltd.
2. The paint industry has two main market segments-
industrial and
decorative paints.
While, industrial paints are used for protection against rust on steel structures,
vehicles, white goods and appliances,
decorative paints are used in protecting valuable assets like buildings.
OVERVIEW OF THE PAINT INDUSTRY IN INDIA
3. Top 10 paint companies in India.
ASIAN PAINTS
BERGER PAINTS
KANASAI NEROLAC
JENSON AND NICHOLSON (I) LIMITED
SHALIMAR PAINTS
BRITISH PAINTS
SNOWCET PAINTS
DELUX PAINTS
SHEENLAC PAINTS
NIPPON PAINTS
4. Introduction of Berger Paints India Ltd.
Berger Paints India Ltd is a paint company based in India. The company is headquartered
at Kolkata and has 13 manufacturing units.
The company has presence in 5 countries:”India, Russia, Poland, Nepal and Bangladesh”.
They have employee strength of over 2,800 and a countrywide distribution network of
25,000+ dealers.
5. company profile
Type : public company
Industry : paint.
Founded : December 17,1993
Founder : Lewis Berger.
Headquarter : Kolkata, India .
Key people : Kuldip singh dhingra,
Gurbachan singh dhingra,
Abhijit Roy.
Products : paint, coating, wallpaper, construction
chemical.
No. of employees : 3500+
Website : www.bergerpaint.com
6. Introduction to Topic
“A Study on customer preference Towards Berger Paints”
The Topic is all about to finding customer preference about Berger paints &
find out the Awareness of customer about Berger paints Products.
The main objectives of the study is to make customer Aware about Different
Berger paint products & services.
7. Literature Review
Muogobo U.S (2013)7 in their article “ The impact of strategic human resources management on small and
medium sized enterprises (A study of some selected paints manufacturing firms in Anambra State Nigeria”
The finding of study revels that a genuine application of strategies HRM by SMEs will enhance staff and
organizational performances.
Tag Alam & Mohamad Rished Faridi (2014)9 the article of the study “The empirical study of perception,
expectation and satisfaction level of consumer regarding paints industry in Al.Khaj Region, Kingdom of Saudi
Arabia”. The study concluded that a collaborative approach between paints industry, paints suppliers,
dealers and consumes focused environment by reducing cost and improving will create a customer focused
services through aligning companies vision goals and objectives.
Soumik Gangapadhay, et. Al,.(2013)6 in their thesis “Choice of decorative paints: recommendation of
interior designer and dealers, an opinion survey of Berger paints ltd Kolkata”. The study concluded that the
interior designer and dealers are to be incorporated in marketing policy decision of promotion Berger paints
brand.
8. Mohammed Ali (2011)2 the content of the study “A study o organisational structure of KADISCO chemical paints
industry”. In this research it concludes, the based on majority of employees response, there are highly diversified
products in the company and the customers obtain service / products from the company within short period of
time.
Dr. Ashish Mathur (2011)3 in their article “An empirical study of quality of paints: case study of impact of Asian
paints on customer satisfaction in the city of Jodhpur”. Thestudy concluded that the paints quality is essential for
the better management of the customer satisfaction in the society.
Ms. Syeda Sharbanu Shahbazi And Imam Shakeer (2011)4 in their article “A study on market share analysis of
Berger paints Bangladesh at Mirpurdohs”. The solution of this study Berger paints is more tinnier than two or
three years back specially acrylic plastic emulsion.
9. Research Objective
To find the preference and choice of customer towards Berger paint.
To know the customer knowledge about paint trade.
To find the customer knowledge about paints companies.
To survey about the customer knowledge regarding the Berger paint product range.
To find out the interest of customer towards Berger paint.
10. To know the customer interest towards Berger paints
To find out the preference & choice of different customer.
To know the knowledge of customer regarding the Berger paint product range, knowledge about
paint trade.
to know the most preferable product of Berger paint by customer.
11. Research Methodology
Research Design : descriptive
Data Collection Method
Primary data : Questionnaire, personnel interview
Secondary data : published data like in
books, magazine, newspapers, internet, past
reports public reports etc…
Sampling Techniques : convenient sampling.
12. Sampling Area : Jamnagar
Sample Size : Customer
(dealer, retailer, architecture, painter)
Sample unit : 100
Successful Survey : 80
Not Responding : 20
13. Limitation
Some dealers/ architect/customer may not give needy information because of personal problem or
hesitation.
Research was limited to Jamnagar; it may or may not be same for other areas.
Customer/ architect may have personal bias towards particular paint company so that they may not
give correct information.
Lack of awareness regarding the Berger paints products.
Data was collected from 94 respondents. For generalization of the result for the entire population, a
larger sample size would have been better.
14. Data Analysis & Interpretation
0-18 19-40 41-50 50 above
8
18
52
2
age
From the above chart it is found that the maximum no. of respondents are from the age
between 41 -50 .while the minimum no. of respondents are from age is above 50.
15. Gender
male
49%
female
51%
The above chart shows the gender of the respondents which includes male & female , in this chart
the maximum no. of respondents are male which is 41, while in minimum is 39 which is females.
16. Qualification of respondent.
40
33
7
0
5
10
15
20
25
30
35
40
45
graduate post graduate others
The above table shows the education level which is shown as in different stream. The maximum no. of
respondents are from graduate. Which is 40 .while, the minimum no. of respondents are from the
other stream i.e. 7
17. Knowledge about Berger paint
0
10
20
30
40
50
60
70
YES NO MAY BE
61
8 11
From the above bar chart it can be easily seen that majority customer are aware about Berger paint
only8 out of 80 customer does not have knowledge about Berger paint
18. Which brand is most prefer in the market?
0.00
10.00
20.00
30.00
40.00
Asian Paints Berger Paints Nerolac Others
36.00 34.00
8.00
2.00
From the above bar-chart it can be seen that 34 customer having knowledge about Berger paints where 36 of
customer having knowledge about Asian paint. This is not a huge gap between to brands.
We can say that in the mind of customer most two brand are there and there can be tough competition.
19. Idea about Berger paint product.
Silk Easy Clean Rangoli Distemper None
16
27
18
13
6
From the research only 6 respondent don’t have any idea about Berger paint product. Most of the respondent having
idea regarding easy clean product. 27 out of 80 respondent are aware about easy clean.
20. What customer looking for in the product while purchasing?
52
5
15
8
quality
price
no. of shade
brand
From the above chart we can conclude that most of the customer looking for the quality of the product while
purchasing the new product.
Very least no of customer are there who is very conscious regarding the price.
21. Potential for the Berger Pint in the market according to customer
0
10
20
30
40
50
YES NO MAY BE
44
7
29
From the above chart we can conclude that Most of the respondent is having a potential toward Berger
paint in the market.
22. Source of the product
whole sale
33%
dealer
34%
distributer
29%
depot
4%
Sales
Most of the respondent are purchsing the product from dealer and wholesaler.
23. Which category of Berger paint is used the most?
54%
26%
20% decorative
industrial
other
Mostly the respondent use the decorative product of the Berger paint compare to industrial
product.
24. Time taken by Berger paint to solve the query.
0
10
20
30
40
50
quickly moderate delay
30
44
6
Company solve the query of customer in moderate time. Not very quickly note take more time.
That is the positive response of the company to the customer that leads to higher satisfaction.
26. Availability of the product in the market.
31
42
7
0
5
10
15
20
25
30
35
40
45
High Moderate Low
This chart is about the availability of the product of Berger paint in the market and it shows
that the product of the Berger paint is not highly available but it is moderate.
27. Findings
In research it was found that there is opportunity for Berger Paints in the market.
In this case 70% respondent have knowledge regarding Berger paints by this aspect it can be seen
that there are very good awareness of Berger paints in market.
In this case it also found that most of the customer is looking for the quality of the product not the
price.
28. Another thing is found that most of the customer purchase the product from the wholesaler .
Customer prefer decorative product of Berger paint.
Company is not quickly solve the problem but it take moderate time to solve the query and the
product availability in the market is also moderate.
For above reasons there are good opportunity for Berger paint in the market
29. conclusion
The study conducted to find out the opportunities for Berger paints in Jamnagar city leads to conclude
that majority of customer is using Berger paint.
As observed, they are found to have favorable knowledge of paint trades and paints companies. In
paints companies Asian paint having good impact on customer mind.
It can be concluded that through the informational content and advertisement lead to make
awareness about some Berger paints products like silk, distemper, Rangoli and easy clean.
There are also some persons who didn’t aware of Berger paints products which shows the lack of
awareness towards Berger products.
it also conclude that majority of traders are with Asian paint.
30. Suggestions
They can gain their opportunity by creating more awareness and solving the problem or query of
customer as soon as possible which lead to build good relation among company and customers.
They should improve their promotional activities.
They should focus on their customer relationship management.
31. Learning from SIP
Sip help me to enhance my Communication skills as I meet different people of different Designation
with different skills.
An Internship is a opportunity to test drive of a carrier without making any serious commitment. In
this SIP, I gain new knowledge about paint industry and its market.
Its also enhance my networking skills as I meet new people of different areas of jamnagar.
This opportunity sharpen my skills which I already posses.
In this internship I came to know which kind of problems arise in market.
So basically this internship gives me lot of experience to build my career.
It enhance my skill of time management.
