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Till the Second World War the industry consisted of
small producers and two foreign companies. After the war, the imports stopped
which led to the setting up of manufacturing facilities by local entrepreneurs.
Still the foreign companies continued to dominate the market, which in a way is
the current scenario as well. The initial decades saw the complete dominance
of  British Paint companies such as
Goodlass Walls (now Goodlass Nerolac), ICI, British Paints (now Berger Paints),
Jenson & Nicholson and Blundell &Eomite. The Indian Paints sector is
valued at Rs 6,800 crores in value terms and is very fragmented. The current
demand is estimated to be around 650,000 tons per annum and is seasonal in

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Foundation for paint was laid in the year 1902 with
the setting up of Shalimar Paints in Calcutta. 
It was during the and after the World War II. That large number of paint
manufacturing units was set up in India. 
Since then the Indian paint industry has made substantial progress.

The paint industry has come to the recognition as an
important sector in the national economy in producing industrial coating and
decorative paints. Decorative paints available in wide range of combination
account for 70% of the coatings total production.  While industrial paints share the balance of
30%.  This rate is diametrically opposite
to the trend in the industrialized countries where industrial paints account
for 70% and Decorative paints for the balance of 30%.

The Indian paint industry is at the crossroads.  All most all-major paint companies have
expanded or are expanding its capacity substantially. With demand rising slowly
competition is becoming increasingly intense. 

The decreasing growth rate has made the paint
companies to woo customers aggressively. 
The customer is being offered 10% rebate in most products, Unheard in
the industry so far.  Most companies have
increased their discounts to their dealers to unimaginable level dealers are
offered higher credit levels, flexibility in payment, foreign trips for selling
even low value products and the like. 
The increasing competition to offer solutions through technology has
made all the paint make as offer a large number of shades through computerized
colour dispensing system

Indian Paint industry can be divided as:

Ø  The
organized sector comprising of large and medium size units

Ø   The unorganized or the small scale sector

of the study

The Indian paints industry is engaged in producing
decorative paints, wood care and steel paints and automotive paints.

 The decorative paints market is characterized by a gamut
of the paint products which differ in terms of cost and quality. The presence
of unorganized segment is primarily visible in the economy products. The major
organized segment market players include Asian Paints, Berger Paints, Kansai
Nerolac, Akzo Nobel India, Shalimar Paints and Jenson and Nicholson. Asian
Paints has been leading the market over the years with a market share. The
revenues of Berger Paints increased noticeably by 25.6% in FY’2012, where in it
clocked revenues of USD million.

Kansai Nerolac had been the market
leader of the industrial paints with a share Asian Paints, Berger Paints, Akzo
Nobel comprise some of the other leading companies


 It was a live
industrial project where in the review material was provided by the funding
organization thus it was not allowed to reveal the sources of secondary data
analysis. Some reports of leading paint brands like Asian paints, Berger
paints, Nerolac paints etc are mentioned in the reference

 It was a live
industrial project where in the review material was provided by the funding
organization thus it was not allowed to reveal the sources of secondary data
analysis. Some reports of leading paint brands like Asian paints, Berger
paints, Nerolac paints etc are mentioned in the reference

The concept of consumer buying behavior is very wide
and it is unpredictable and unexpected within different types of each and every
individual mindset. Consumer behavior means the study of individuals, groups or
organizations about their process of selecting, securing, using and disposing
the products, services, experiences or ideas to satisfy needs and wants and the
impact of these processes on the consumer and the society 

Consumer behavior has been an important research
topic in this area. A review of existing theoretical background indicates shift
from rational to psychological and social decision factors. However, even the
recent models have not managed to embrace all the knowledge in the field of
consumer behavior: sub conscious processes, the role of needs, goals and


to Perner

 “Consumer behavior involves the study of
the processes which individuals, groups, or organizations perform to acquire products,
services, experiences or ideas to satisfy their needs and wants and how these
processes have impacted the consumer and society” 

to Rowley 

Consumer buying process offers two useful
perspectives: the decision-making process associated with consumer buying and
the factors which affect the buying process. The author further stated that the
consumers buying process can be divided into personal, psychological and social
and cultural factors. The ‘social factors’, such as consumer’s small groups,
family, reference group, social roles and status can affect consumer responses
and influence their buying behavior.

‘Personal factors’ such as age, lifecycle stage,
occupation, education and economic situation, and ‘Psychological factors’ such
as, motivation, perception, learning, beliefs and attitudes and personality,
also play major roles in consumer decision-making process. 

to Hawkins

consumers frequently have numerous choices as to
where they are going to actually obtain the product

to Peter & Olson

behavioral intentions reflection of their plan of action or the proposition
associating one’s self with a future action or behavior.

to Anurag

“Consumer Behavior and Buying Decision Making” has
pointed out that marketing in India is growing through an indefinable phase and
so also the changing role of consumer in making decision and the way in which
the new generation of Indian consumer behaves

 According to Sundaram Rajagopalan 

 in coming
years urban middle class will always dwarf Urban affluent consumers in spending
power because of their sheer size. Product will proliferate, consumer will
complain of excess choice although would love the excess choices.

Consumers will enjoy income levels unmatched by that
of previous generations. (esp in Metros and large towns) Widening income
levels, migration (rural to urban) will create new opportunities. Most
consumers will continue to embrace traditional and modern values and will be
eager for modern products with Indian tastes

Research gap 

the literature review made especially the most closed studies related to
considering topic were associated. Here, performance and quality are more
important in customer’s point of view.

 According to Achilles Chandra pander

and quality are the most influencing factors for the customers when they choose
paints. Kothleen and Gage (2004) have stressed service is the most important
factor considered by the consumers in choosing products. Jennifer potter,
(1990) was bias to above idea. But they have forgotten other factors that
affect the choice of paints. In point of fact, the researchers got at there is
a research gap to be filled up. It was able to fill up that gap by this study.



•      To
check awareness level of various Decorative Painst among  the people

•      To
understand the preference and choice of customers regarding different paint

•       To study the pre purchase behavior of  paints,

•       To study the post purchase behavior of  paints.

  Research methodology:

 Descriptive research

     The type
of research used in this study is descriptive in nature. Descriptive     research includes survey and fact finding
enquires of different kinds.

 Sample size

total sample size is 100


Method of Data Collection

 Primary Data:
primary data is collected using carefully formulated Question,      designed to collect facts and opinion from

 Secondary Data: Secondary
data was collected from various Car magazines and     Internet.

  Data Analysis Tools: SPSS

of study:

}  The
main purpose of study is to be identify the consumer buying behavior towards
decorative paints.

}  It
helps to improve their sales and positive attitude.

}  This
study will helps to for discover attitude and awareness about the decorative


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