Customer Satisfaction in Reference to Asian Paints ltd

Asian Paints, India

ABSTRACT

MY project gives brief study, on what is customer satisfaction and the techniques of
achieving Customer Satisfaction. It also provides significance of the conducting the
customer satisfaction research and how and when to conduct it.

Based on the topic, this project analyzes the “CUSTOMER SATISFACTION " IN
REFERENCE TO THE ASIAN PAINTS LTD”

It gives a brief report on the profile of the Asian Paints Co. About its vision , history,
current status, its achievements as a firm in the paint industry. The project also
speaks on its various product profiles and its future plans.
It shows what strategies the Asian paints ltd have used for satisfying the customers.

To undertake the research the questionnaire is prepared so as to know how much the
customers are satisfied after using Asian Paints, are they willing to be a loyal
customers or do they prefer other brands. The survey reflects the areas where the
company needs to improve and the areas where it from where it has gained its
popularity.

Investigated and compiled by: Shaikh Reeha Vasi, Published by: Publications on: March 28, 2010

Asian Paints, India

CHAPTER- I

INTRODUCTION


Asian Paints, India

The field of my research is Customer Satisfaction which focuses on
customer‘s perceptions . Many firms are interested in understanding what their
customers thought about their shopping or purchase experience, because finding new
customers is generally more costly and difficult than servicing existing or repeat
customers.
Such researches provide a wider scope to the firms in the terms of high customer
satisfaction.

Definition:

CUSTOMER SATISFACTION
―Customer Satisfaction , business term of how the products and the services supplied
by the company meet or surpass the customer expectation. It is the key performance
indicator within the business.‖ By , Berlin Asong

Customer satisfaction can greatly achieved by imparting Customer Relationship
Management(CRM) in the company.

BUSINESS TECNIQUES OF CUSTOMER SATISFACTION

 One of the key customer satisfaction techniques is the need to provide front line
employees with the ability to respond to customer situations quickly without the
need to ‗ask for permission‘.
 Innovation drives customers' satisfaction. As customers' needs keep changing, an
innovation-driven company is capacitated to exceed customers' expectations.
 To provide after sale services.
 Listen actively and carefully.
 Anticipate that the customer will be asking questions. They may be easy, they be
hard. But encourage them anyway. If you cannot provide an answer, promise to
find out the answer from someone who can.
 Be patient, look from the customer's point of view and work from there. This
point of view will always give you the best outlook on the situation.
 Always keep a smile on your face when dealing with customers which can lead to
customer satisfaction. This positive attitude can rub off and turn a potentially
negative situation into a positive experience


Asian Paints, India

RECENT METHODS THAT TODAYS FIRM ADOPT TO
INCREASE THE CUSTOMER SATIFACTION

In order to stay competitive and remain profitable, businesses have to focus on the
quality of their customer service. Companies that invest time, energy and money into
developing and nurturing quality so customers can have a satisfactory experience are
going to be more profitable and better likely to experience more sustained growth
over the long-term.

*Customer-Centric Attitude.

Operations should be customer-centric meaning that the customer's best interests
should always be foremost. Service should be offered in a helpful way and with a
smile. Both management and employees should show interest towards the customer
and strive to give them a good experience.
Today's companies must strive even harder than abiding by this golden rule of
customer service.

*Customer care.

Is something which is done even after the product is purchased. Many companies are
interested in knowing the reason why consumers have purchased the goods and
services or even the goods are not purchased. Managers interested in customer care
try to collect a database as to why the customers have purchased the competitors
product and service and what will be the level of satisfaction if it is introduced in our
product or service. And also to find the level of expectations and their level of
dissatisfaction.

*Customer focus.

Is attained when everyone in the organization make efforts to focus the activities
towards the satisfaction of the customers right from the stage of new product planning
and to product modification to the stage of elimination of the goods and services
everything revolves around the customers. All the activities are focused on the
customer satisfaction.

*Customer Service Training

Another strategy to improve customer satisfaction is to invest in customer service
training. All employees should be on board with how to treat customers and help them
gain a valued experience. The quality of customer service can easily make or break a
business.


Asian Paints, India

The experience the people have received is the most important aspect in selling pure
services or services with tangible goods. Once the customers is satisfied with the
service his loyalty towards that product or company is at its peak.
Companies today are doing a lot of self- introspection that they are really giving the
said services to the customers. The important questions asked is ― Is service our top

Priority?‖ Are the customers satisfied?‖ Are we improving on the quality of the
services regularly?‖
Companies are spending more money and time to see that the services are evaluated
and improved as per the expectations of the customers. In fact , the companies
globally known for their services are always in the process of finding opportunities to
improve on the quality of the services.
Better results can be seen when the organizations makes use of external, internal, and
interactive marketing.

*Communication

Communication with customers is also important. It's a good idea to always provide
customers with ways they can contact you and offer ways to contact them (if they
choose). Offering e-mail, telephone line, web contact or other ways for customers to
offer comments and/or complaints is of value.

* Customer Relationship Management Software
Customer Relationship Management is a process of managing detail information
about individual customer and carefully managing all the customers touch points with
the aim of maximizing customer satisfaction and customer loyalty.

Customer Relationship Management Software. Customer relationship management
(CRM) software has become a strategy many companies employ to help increase
customer satisfaction. Through using CRM tools and accompanying philosophy,
businesses can examine and analyze what customers want and strive to meet this
demand before they even walk in the door.
BENEFITS
 CRM aims at individual customers. It tries to develop customers relationship by
looking into his needs and requirements.
 CRM helps in two way communication by understanding the messages of the
customers and responding to it. Thereby gaining customer loyalty.
 CRM helps to customize the products and thereby reducing the rate of customer
defection.
 CRM tells the company what product or service the customer needs today and
what it will need in future.


Asian Paints, India

*Ask for Feedback
Being interested in customer feedback is always a valuable practice to engage in to
increase customer satisfaction. What better strategy and technique to find out how to
satisfy your customers than to ask them?
Surveys, questionnaires, talking to customers as they shop, and then following up
with calls or e-mails are all good ways to get feedback.

*Quality Control
Quality is important to customer satisfaction and the level of quality directly plays
into a business' ability to meet customer expectations. Quality should be monitored
for both service and the type of products offered; as a part of this guarantees and the
willingness to stand behind service and/or products is necessary.

*Creating Customer Delight

Customer delight is when the standard of the goods and services are much higher than
the expectations of the customers , this not only satisfies them but ssurprise and
delight them. To create customer delight the company will not only in crease the
standard of service but will train its personnel to deliver in its best possible manner
the services as expected by the customers.
Customer delight depends on the reliability factor oif the company. This is the ability
to perform what has been promised to the customer. Companies who focus on
customer delights should be dependable and have accuracy in delivering the services
to the customers.
Companies with much attitude of empathy and always paying individual attention to
its customers which in turn builds customer delight. The advantage is manifold
because it creates brand loyals and customer loyalty.


Asian Paints, India

Significance of Customer Satisfaction Research
In a competitive marketplace where businesses compete for customers, customer
satisfaction is seen as a key differentiator and increasingly has become a key element
of business strategy. Customer satisfaction not only create loyalty among the
customers but it increases the goodwill of the company by uplifting the market value
of the brand.

Customer researches are conducted to answer who our customers are? What do they
like to buy?, when do buy and how do they buy?, it examines the taste, preferences
and the attitude of the customers. Mostly it tends to become qualitative motivational
research of customer behavior. Here, the self concept, ego, personality and life style
of the consumers are studied. There is an attempt to study beliefs, opinions of the
customers.

By conducting such researches the company can minimize its defects in the field of
production and can deliver high quality of services in relation to its competitors. Such
researches can be carried by conducting surveys through interviews and questionnaire
methods. These questionnaire methods form a path of getting the customers positive
and negative feedback. The company can then respond to feedback and can retain the
existing customers as well preventing them from shifting to other brands.

A customer complaint could be the insight you have been seeking to learn why a
certain product isn't moving. It can also be an indicator of personnel problems. If a
customer mentions that an item does not work properly, you can research and try to
recreate the problem, potentially finding a fix that will increase sales. A customer's
complaint about an employee's lack of knowledge may reveal a need for more
extensive training, while a grievance about poor customer service provides the chance
to address it with your staff.

By doing so it creates confidence among the customers , leading to word-to-mouth
publicity which is more effective rather than t.v. commercials.

Why measure the Customer Satisfaction?

Customer satisfaction is tied directly to profitability. Well-established research by
Bain & Company found that, for many companies, an increase of 5% in customer
retention can increase profits by 25% to 95%. The same study found that it costs six
to seven times more to gain a new customer than to keep an existing one. See ( fig.
1.3)


Asian Paints, India

Fig- 1.3

It is important to consistently measure and monitor that input. Without an effective
customer satisfaction research program in place, the company will be losing business,
missing opportunities, and putting itself at a competitive disadvantage.

In order to measure the customer satisfaction a Customer Satisfaction Survey has to
be carried out.
A closer look at how to formulate survey questions.

1. When to Conduct Customer Satisfaction Research?
The answer depends on the size of the customer base and the purpose of the research.
There are two key types of surveys, and they serve very different purposes:

*Transactional surveys. solicit* feedback directly from the product or service
user about that particular encounter. They are conducted immediately after each
customer transaction.

* Relationship surveys. collect input from people who have an ongoing
relationship with the company and have had multiple transactions. The respondents
typically are responsible for deciding whether to continue the working relationship.

In many cases conducting both transactional and relationship surveys may
be appropriate.


Asian Paints, India

2. How to distribute the survey?

The best means of distributing a survey depends on whether it is a transactional or
relationship survey. A transactional survey is conducted at the point of customer
contact. Relationship surveys, on the other hand, are most cost-effectively conducted
online.
Online data collection offers significant advantages over other modes of
interviewing customers, and you should use it whenever possible. The advantages
include:

*Speed. The Internet offers instantaneous distribution of survey and real-time
accumulation and tabulation of results. This allows for immediate data analysis, even
while the survey is still in progress. The faster responses arrive, the faster they can be
addressed. In contrast, mail surveys suffer from long lag times and low response rates.

*Candor. This is essential for research on sensitive subject matter where studies
indicate people are more likely to answer questions honestly on the Web than they are
on the phone or in personal interviews. (Quirk‘s Marketing Research Review, 2003).
Such responses provide insight into what a company is doing well and frequently
provide warning signs about the health of the business relationship.

*Cost. The Internet eliminates postage and telephone costs as well as basic materials
like paper, staples, envelopes, and printing. Because it is self-directed, there is no
interviewer cost. Finally, it‘s more convenient.

3. Design an Effective Customer Satisfaction Survey?
A well designed customer satisfaction survey will help measure your progress toward
that goal. A quick way to get started and ensure a successful survey design.

a) Ask Overall Satisfaction Early in the Survey
Ask the general satisfaction question at the start of the survey to avoid bias. This will
allow measurement of customers‘ overall impressions of a company or an
organization prior to prompting them to think of specific aspects of the relationship.
(see fig. 2.5) For example :The first question should be ―Overall, how satisfied are
you with bank X?‖ Then ask for specifics: their teller experiences, the availability of
ATMs, etc


Asian Paints, India

Fig. 2.5

b) Use a 5-point Satisfaction Scale

Question scales should have descriptive labels associated with the numbers, and the
top of the scale should mean that customers are truly ―wowed.‖ The use of ―5-point
Satisfaction Scale‖ provide a sense of intensity of customers happiness with a
product or service.(see fig.3.5)

Fig. 3.5


Asian Paints, India

An insightful alternative to the 5-point satisfaction scale for customer service is a 5-
point expectations scale. (see fig. 4.6). It provides clear direction and allows
customers a polite way to suggest that a company has not done a great job.

The 5-point Expectations Scale for Service
Fig. 4.6

c) Be Consistent in Your Questions

Consistency is critical in customer satisfaction research.. The key measures of
customer satisfaction, including the overall satisfaction question and those asking
about specific aspects of the relationship, should all use the same scale. For example,
if a 5-point satisfaction scale is used for the overall satisfaction question and 7-point
scales are used for other questions about timeliness of service or product quality, it
will be challenging to quickly uncover weaknesses in the business

d) Keep the Survey Short and Focused

Avoid the temptation to ask everything you‘ve ever wanted to know. The more
ground you try to cover, the more likely it is that respondents will abandon the survey.
If you build your own survey be sure to include all the key questions:
 Overall satisfaction
 An open-ended probing into the reason for the satisfaction rating
 Likelihood of recommendation
 An open-ended probing into the reason for the likelihood of recommendation
 Likelihood of repeat purchase
 Satisfaction with specific attributes of the product or service
 An opportunity to provide additional feedback

e) Ask Demographic or “Firmographic” Questions
Inquiring about demographics or firmographics (company or industry type and size)
enables you to analyze the data by different subgroups—such as new customers or
regional customers.


Asian Paints, India

Interpreting Survey Results

When you‘re analyzing customer satisfaction survey results, the most important goals
are:
 Minimizing the low scores and improving the top scores.
 It is important to monitor the ―top two-box‖ satisfaction number, percentage of
those who are very or somewhat satisfied.
 To call out to management the proportion of customers who are dissatisfied and
to reduce those percentages. This is found by learning what those who provide
high ratings have to say and reviewing the results of those who are dissatisfied
with performance.

f) Present Findings and Action Items

Collecting customer satisfaction data is useful only if there is a process established to
deliver recommendations, implement action plans, assign plan owners, and monitor
plan execution, the resources allocated to meet that goal should be determined. Once
the results have been compiled and analyzed, they should be presented to
management with recommendations for resolving the identified weaknesses. There
should be periodic meetings to evaluate progress.

g) Contact Customers
If possible, dissatisfied customers should be personally contacted to see if there is
something that can be done to improve their perception of the business. This is
important to prevent negative word of mouth. The personal contact itself may succeed
in doing that. Additionally, a discount or free product should be considered. If policies
or products are changed based on customers‘ feedback, those customers should be
contacted to let them know about those changes and that their feedback was taken
seriously.


Asian Paints, India

Objectives of Research:

The primary objective of the my research is :

 To know the significance of customer satisfaction and to search an optimum design
for an effective customer satisfaction survey.

 To track and measure the customer satisfaction in relation to Asian Paints as a
product.

 To know the requirements of the customer satisfaction.

 To know the level of awareness of the Asian Paints as product.

The secondary objectives of my research is to :
 To find what the customers want from Asian paints company

.

 Whether there preferences for Asian Paints as a product is above the other
competitors eg. Nerolac paints ltd.

 Reasons for brand shifting in case of negative feedback.

 Are the customers satisfied by the services provided by Asian Paints.


Asian Paints, India

LIMITATIONS

 No personal interview could be conducted as most of the respondents of the
questionnaire were able to answer it only through mail.

 A limited sample size of 10 customers was considered because of time constraint
and certain limited boundaries (not specifically mentioned). Research might not
reflect the real target market as the total sample size is comparatively less to represent
the entire population.

 The income of the customers was not considered. As information of income is not
provided by customers. Hence the level of satisfaction and purchase utility may vary
due to this factor.

 This research is carried on random basis, and through email as mentioned above,
therefore the customers are from different areas. Hence the results of this research
should not be taken for one particular market place.

 This data is conducted at primary level therefore it might be subjected to bias.

 This research is carried by taking internet facility ,hence there is not direct
contact with the customers.


Asian Paints, India

CHAPTER- II

COMPANY PROFILE


Asian Paints, India

Asian Paints is India's largest paint company and ranked among the top ten
Decorative coatings companies in the world with a turnover of INR 66.80 billion.
Asian Paints along with its subsidiaries have operations in 17 countries across the
world with 23 paint manufacturing facilities, servicing consumers in 65 countries
through Berger International, SCIB Paints – Egypt, Asian Paints, Apco Coatings and
Taubmans.
While working towards enhancing customer experience the management at Asian
Paints looks at the bigger picture by being aware about environmental hazards. All
manufacturing plants and units are certified environmentally safe.
Asian Paints formulates , manufacture & sell the finest paints (the most suitable for
each need and giving good value for money to users) & provide the best possible
service to it‘s customers characterized by Reliability & Responsiveness. The products
provide surface protection & good appearance for all consumers while being safe to
apply, not harmful to health and not adverse to the environment.
Customers - the very core of all the business activities. From the beginning, Asian
Paints has fostered a customer-centric approach to business. A simple but unbeatable
concept of "going where the customer is" drives all its retail strategies.

VISION

Asian Paints aims to become one of the top five Decorative coatings companies
world-wide by leveraging its expertise in the higher growth emerging markets.
Simultaneously, the company intends to build long term value in the Industrial
coatings business through alliances with established global partners.


Asian Paints, India

HISTORY
1ST February 1942

Armed with little knowledge and great determination, Champaklal H. Choksey,
Chimanlal N. Choksi, Suryakant C. Dani and Arvind R. Vakil get together to
manufacture paint in a garage on Foras Road, Bombay. They name their company
'The Asian Oil & Paint Company', a name that they picked randomly from a telephone
directory.

1945
Asian Paints touches a turnover of Rs. 3,50,000, with an innovative marketing
strategy "to reach consumers in the remotest corners of the country with small packs."

1954
Asian Paints mascot, Gattu, the mischievous kid, is born.

1957 - 66
The family-owned company makes the transition to a professionally managed
organisation.
British company Balmer Lawrie rejects the products of a giant British paint company
in favour of Asian Paints.
Asian Paints embarks on an ambitious grassroots marketing campaign, partnering
with thousands of dealers in small towns all over India.

1967
Asian Paints emerges as India's leading paint company ahead of any international
competition.

CURRENT STATUS

 Asian Paints becomes the 10th largest decorative paint company in the world
 Asian Paints is more than twice the size of its nearest competitor
 It is one of the most admired companies in India
 Present in 22 countries with 27 manufacturing locations, over 2500 SKU's,
Integrated SAP - ERP & i2 - SCM solution
 Rated Best Employer by BT-Hewitt survey, 2000 Bluest of the blue chips by
Hindu Business Line; Most admired company to work for by ET-BT survey,
2000
 On the recommendations of Booz, Allen and Hamilton, Asian Paints
restructured itself into Growth, Decorative and International business units and
adopted SCM and ERP technology
 Asian Paints aims to become the 5th largest decorative paint company in the
world


Asian Paints, India

FUTURE PLANS
Asian Paints to accelerate growth of its non-decorative coatings business
Approves plans to enhance its relationship with PPG, to accelerate growth of the non-
decorative coatings businesses in India.

Asian Paints Signs MOU with Maharashtra Government to set up a Mega Project for
manufacture of Paints and Intermediates at Kesurdi in Maharashtra

The Asian Paints Helpline introduced few years ago is a toll free service where
consumers call and ask queries related to painting. The company has now extended
this service to ASIAN PAINTS HOME SOLUTIONS, which offers painting services
in addition to the paint. This service is available in 10 cities viz - Hyderabad,
Bangalore, Kolkata, Delhi, Chennai, Ahmedabad, Mumbai, Pune, Coimbatore &
Cochin

PRODUCT PROFILES

Asian Paint has offered brands in all possible applications. For
instance:

tic / Acrylic Washable Distempers : Tractors

Synthetic Enamel : Apcolite, Gattu

oden Surfaces : Touch Wood, Silkwood, Apcolite Natural Wood
finish


Asian Paints, India

Industrial Segment

ubber
finishes, viny I & Polyurethane Systems.

Automotives

– an Acrlic Paint, Apca – nitro-cellulose based Paint, Aspa – an
Allkyd, autocare.

Primers

ubstrate

– Cement Primer


Asian Paints, India

PLANTS OF ASIAN PAINTS INDIAN LTD

INDIAN PLANTS

Asian Plants
Bhandup (Maharashtra) in India

Asian Plants
Kasna (Uttar Pradesh) in India

Asian Plants
Sriperumbudur in India

Asian Plants
(Rohtak, Haryana)


Asian Paints, India

OVERSEAS PLANTS

Berger International Plants
Barbados

Bahrain

Jamaica

Singapore

Trinidad


Asian Paints, India

AWARDS AND RECOGNITION

 Awarded the "Sword of Honour" by the British Safety Council for all the paint
plants in India. This award is considered as the pinnacle of achievement in safety
across the world.
 Forbes Global magazine, USA ranked Asian Paints amongst the 200 'Best Small
Companies of the world' in 2002 and 2003 and amongst the top 200 'Under a Billion
Firms' of Asia in 2005.
 Ranked 24th amongst the top paint companies in the world by Coatings World -
Top Companies Report 2006.
 The Asset - one of Asia's leading financial magazine ranked Asian Paints amongst
the leading Indian companies in Corporate Governance in 2002 and 2005.
 Received the Ernst & Young "Entrepreneur of the Year - Manufacturing" award in
2003.

Efforts taken by Asian Paints to improve their Customer Satisfaction

A Customer Care Executive will record your requirement, interest in the service and
schedule an appointment for a site visit.
A Sales Associate will visit the home on the appointed date & time.:

To understand your painting requirements.

To explain the various products and painting systems available and suggest options
given your need.

To conduct a thorough site evaluation to understand present condition of the
paintable area.

With the customer‘s consent, he will get measurements done for the chosen paintable
area through a panel applicator assigned for the job.

To finalize the Painting Estimate as per the measurements, painting systems chosen
and the standard rate card.

The Sales Associate will introduce the customer to the Relationship Associate who
will be responsible for the execution of the job, and handover all points discussed
with customer so far, before start of the actual painting job.

The panel applicator assigned will initiate the job, with regular supervision by the
Relationship Associate.


Asian Paints, India

The Relationship Associate will set a work schedule in consultation with the
applicator for the job and share with customer, this will provide the timeline for the
completion of the painting job, in a phase wise manner.

The RA will supervise and ensure that the quality of painting is as per recommended
guidelines and the painters are taking due care of things apart from painting - eg.
Covering and masking of non-paintable surfaces, ensuring a clean job, taking care of
furniture and fixtures, etc.

The RA may also advice the customer on suggested shade choices, usage of special
themes.

After completion of painting the RA will ensure professional handover of the site to
customer post required cleaning.

Post completion - the invoice & warranty card with a validity of 1 year on paint &
application will be couriered to you.

An independent agency will contact the customer for confirming satisfaction rating on
different parameters.

During or after the painting process if there is any problem faced,, customer may get
in touch with our customer care at 1800-209-5678 or mail the company at
customercare@asianpaints.com


Asian Paints, India

CHAPTER- III

RESEARCH DESIGN
&
METHODOLOGY


Asian Paints, India

Sources of Data Collection

Primary source :

 The primary source of my data collection is carried through questionnaire method.

Secondary source :

 As a secondary source the data is collected through various websites and books
mentioned in bibliography.

 Customer preference reports carried by previous investigators on Asian Paints
company ltd were observed and studied.

Sample description

Method of Sample selection:

 The method of sample selection is carried through ,the Survey Method.
(Questionnaire By Mail ). In this method the sample of the respondents are prepared.
the questionnaire are then sent by post together with a covering letter explaining the
purpose of the study and requesting the respondents to extend his cooperation.

Size of the Sample:

 The sampling units are the elements of research ,hence the sampling units in my
research are the individuals.

 The sample size is the total number of units in the sample. Hence the total sample
size is 10 units.

Sample Analysis:

 Itemised rating scale is used with four categories for more reliable ratings of
satisfaction on various elements.

 Ratio scale is used for those elements , where the answers are more of specific in
nature. Example Yes or No.

 The data is summarized and compressed into tabulation form.

 Bar - graphs and pie charts are used to interpret the tabulated data and the
inferences are drawn.


Asian Paints, India

CHAPTER - IV

DATA PRESENTATION
ANALYSIS
&
INTERPRETATION


Asian Paints, India

Analysis and Interpretation of Questionnaire no.1
(for general purpose)

Observing and studying the questionnaire No.1 the data
collected from it is processed into the following tabulation and
graph form.

Figure - 1


Asian Paints, India

INFERENCE:

From the above table , out of the 10 respondents, following is the inferences for
different elements.

Overall Satisfaction: the overall satisfaction rate is 60%and the total dissatisfaction
rate is 40%. The gap between the two is 60% - 40% = 20%. This means the overall
satisfaction rate is 20% more than the dissatisfaction rate. That shows improvement
but not at the sufficient rate.

Sales Representative: the total satisfaction is 30% and the total dissatisfaction is
70% out of which 20% are very dissatisfied. The gap between the dissatisfaction and
satisfaction is 70% - 30% = 40%. That means the dissatisfaction level is 40% more
that satisfaction level. This indicates that the company need more improvement in this
area of business activity.

Online Facility: the total satisfaction of the customers is 70%and dissatisfaction is
30% .the satisfaction gap is 70% - 30% = 40%. It means the satisfaction rate is 40%
more than the dissatisfaction rate. This means the company‘s performance is better in
this field. But out of 30% , 10% are very dissatisfied and 20%are somewhat
dissatisfied. The company must find the reasons for such a dissatisfaction for the total
success.

Price Level: here the total satisfaction level is 40% and the total dissatisfaction is
60% . Therefore the gap rate is 60% - 40% = 20%.. This means the dissatisfaction
rate is 20% more than satisfaction level.


Asian Paints, India

Analysis and Interpretation of Questionnaire no.2
(for specific purpose)

Observing and studying the questionnaire No.2 the data
collected from it is processed into the following
tabulation and graph form.

Figure- 2.1


Asian Paints, India

INFERENCE:

From the above table, out of the 10 respondents, following is the inferences for
different elements;

Colour, texture and smell: the total satisfaction level is 50% and the total
dissatisfaction is 50%. But out of the total rate of dissatisfied customers 40% are
somewhat dissatisfied and 30% somewhat satisfied. And therefore the gap between
the former and the latter is 40% - 30%= 10% . It means that the dissatisfaction rate is
10% more than satisfaction level.

Though the very satisfied customers are 20% who, are totally satisfied and have no
complains regarding this element.

Smooth wall surface: total satisfaction level of the customers is 70% ,therefore 30%
totally dissatisfied . The gap between the two is 70% - 30% = 40%. This means that
the satisfaction level is 40% more than the dissatisfaction level.
This shows 70% of the customers agree that after using Asian Paints they get a
smooth wall surface.


Asian Paints, India

Figure - 2.2

INFERENCE:

From the above table , to my analysis, out of the 10 respondents, 10% of the
respondents have experienced Adhesion on their walls after using Asian Paints.
While the 90% of them have given a positive response, this shows the level of
increased improvement.


Asian Paints, India

Figure: 2.3

INFERENCE:

From the above table, to my analysis, out of the 10 respondents, 10% of the
respondents have experienced blistering on their walls after using Asian Paints.
While other 90% of them have no complains for this factor.


Asian Paints, India

Figure- 2.4

INFERENCE:

From the above table, to my analysis, out of the 10 respondents, 10% of them have
experienced yellowing of the wall after using Asian Paints.
While 90% of them have given a positive response.
But the company must take find the reasons for such yellowing of the walls.


Asian Paints, India

Figure- 2.5.1


Asian Paints, India

INFERENCE:

From the above table (2.5) , out of the 10 respondents , 20% and 70% of them are
aware of the Asian Paints Primers and Decorative paints respectively.
Further 80% and 30% do have much idea regarding the usage of the Asian Paints
primers and decorative paints respectively.

From the table (2.5.1) , out of the 10 respondents, following is the inference for the
different elements:

Primers : total satisfaction is 10% and the other 10% are very dissatisfied due to the
inhalation of its strong fumes.

Decorative Paints: total customers aware are 70%.out of which 40% are dissatisfied
customers and total satisfaction is 30%. Therefore the gap that prevails between the
two is 40% - 30% = 10% . This means that the dissatisfaction is 10% more than
satisfaction rate.


Asian Paints, India

Figure: 2.6

INFERENCE:

From the above table , to my analysis, out of the 10 respondents, 30% are not satisfied
and do not find the makeover and decorative ideas provided by the Asian Paints
useful ,as they feel the Ideas do not work out as is shown in the t.v. commercials.

While 70% of the respondents have provided with positive response.


Asian Paints, India

Figure: 2.7

INFERENCE:

From the above table , to my analysis , out of the 10 respondents, 60% of the
respondents feel that the t.v. commercials shown by the Asian Paints are misleading.
As they found problems of colour fadedness, blistering, yellowing of the walls etc..
This may bring them on verge of brand shifting. Hence the company must overcome
this problem as soon as possible.

While other 40% have provided a positive response.


Asian Paints, India

Figure- 2.8

INFERENCE:

Regarding the Service Sector of the Asian Paints, to my analysis, out of the 10
respondents,

For Response to Complaints: 60% of the respondents have given do find optimum
satisfaction from this sector of the company, out of which 20% are very dissatisfied,
as they have not received any response to their complaints.
While 40% have given a positive feed back.

After Sales Service: 50% of the respondents have derived optimum satisfaction but
the other half are not satisfied by the after sales services provided by the company.
Out of which 20% are very dissatisfied.


Asian Paints, India

Figure- 2.9

INFERENCE:

Form the above table , out of the 10 respondents, 60% of them are giving more
preference to the other paints company like NEROLAC Paints company. As they
have found satisfaction for a longer period of time in terms of paint quality as well as
in price level.

While 40% of the respondents have preferred Asian Paints over other paints.

Therefore this shows an alarming situation for the company, where the company may
lose their existing customers.


Asian Paints, India

CHAPTER - V

FINDINGS
AND
RECOMMENDATIONS


Asian Paints, India

FINDINGS:

The findings from this research shows that the company is working hard to maintain
the quality of its paints as the least number of the customers have some problems
regarding blistering , adhesion or yellowing of the wall. Almost 70% of the
respondents have agreed that after using Asian Paints they get a smooth wall surface.
But the certain dissatisfaction still prevails regarding the texture and smell of the
primers. One out of the ten respondents is totally disinclined towards Asian Paints the
reason found out was the fumes of the primers affecting the health. Another have
experienced cracks in the wall paints and have complained against the durability of
the paints. Such dissatisfied customers have shown positive inclinition towards other
brands such as Nerolac paints.

Regarding the service department of the Asian Paints. This include, the services
provided by sales representative of which the total satisfaction prevailing is just 30%
and the level of the dissatisfaction is 40%, more as the respondents have reported, the
local dealers and team leaders are care free and do not respond to their complains.

And in the fields of feedback to the complains, 20% more of dissatisfaction is
prevailing than satisfaction. The After Sales Services shows equal levels total
satisfaction and total dissatisfaction but 20% of then show that they are very
dissatisfied.

Incase of Online Facilities the respondents have provided with positive feedback. 40%
rate of satisfaction level is more than the dissatisfaction level. This shows that the
online facilities have upward moving scale.

Regarding the promotional activities, 6:10 is the ratio for dissatisfaction . That means
out of ten respondents undertaken six respondents feel that the commercials are
misleading because according to them they have not got the same effects as shown in
the t.v. commercials. And the other activities such as innovative ideas and makeovers
its satisfactory ratio is 7:10 which shows effective efforts are being taken.

Regarding the price level, 60% of the respondents feel that the prices of the Asian
Paints are high. Out of which 20% are very dissatisfied as they are reluctant after
comparing the prices with end results.


Asian Paints, India

Regarding the inclination towards the Asian paints brands , 6:10 respondents prefer
Asian Paints over other paints. But still there are four other respondents who are
preferring other paint brands.

The overall satisfaction of the Asian Paints ltd in general judged by the respondents
and brought down in this report is, 20% more than the overall dissatisfaction.


Asian Paints, India

RECOMMENDATIONS:

 Asian Paints must improve its service sector. If there are any complaints
regarding the product of the Asian paints, the line officers must follow up with
calls or emails , if required they must send their workers to repair the damaged
caused due to the company's product.

 There are complaints by the customers regarding the care- free behavior of the
team leaders, resulting in poor customer satisfaction. To avoid this the
management must try to change the behavior of the officers as well as team
leaders. This can be done by bringing Change Management.

 Asian Paints Co. must re-treat its primers, in its research laboratories to avoid
the inhalation of the harmful fumes and make the products eco-friendly.

 Asian Paints is one of the best paints , but certain weaknesses still persist,
regarding its colour fadedness, adhesion & smoothness. Therefore to avoid
this the company must have a regular check on its production department and
quality department and every activity related to the development of the
product. They can do this on regular intervals by adopting techniques like
Kaizen technique and Total Quality Management.

 The customers feel that the advertisements are misleading and fraud.
Therefore to remove this negative attitude of the customers the company can
demonstrate how to use a particular product and how to utilize and maintain it
at its maximum level. At last how to obtain an advertisement look.


Asian Paints, India

BIBLOGRAPHY
1) Dr. P.C. Pardeshi, ‗ Marketing Management‘, Marketing Research, Nirali
Prakashan, Pune , June , 1999, Page no. 6.1

2) Dr. Shaila Bootwala , D.J. Penkar, V.K. Behere, ‗Modern Marketing Management‘,
Customer Relationship Management, Nirali Prakashan, Pune, June 2006 , Page no.
5.1

3) Sharps, ‗Research Methodology‘, Choice of Research Method, Sharp Publisher,
Pune , 2008, Page no. 39

Websites:

1) Best Techniques to create Customer Satisfaction
By, Berlin Asong and Glenn Magas
Additional Information on this article can found at
http://www.helium.com/items/1649585be-st-techniques-to-create-customer-
satisfaction

2) Business Strategies to Increase Customer Satisfaction
By,Doc Pratt
More info at: http://www.helium.com/items/1524563-business-strategies-that-
improve-customer-satisfaction
by Leigh Goessi
More info at: http://www.thecrmdoctor.com/questionanswerpage.htm#Why CRM

3) Measuring and Tracking Customer satisfaction
Detail info. can be found at:
http://www.zoomerang.com/Whitepaper/Measuring-Tracking-Customer-Satisfaction/

4) http://managementhelp.org/customer/satisfy.htm#anchor4293023093

5) http://homerepair.about.com/od/exteriorhomerepair/ss/paint_failures.htm


Asian Paints, India

APPENDIX


Asian Paints, India

Glossary

Adhesion of paint: Peeling due to poor adhesion is characterized by the paint peeling
and separating from an earlier paint layer (intercoat peeling) or from the substrate
leaving some paint behind. Sometimes portions of earlier paint layers are visible
under the curling, peeling paint layer.

Blistering of paint: Blistering paint is identified by small to medium sized bubbles
or blisters under the paint film and is most common on wood siding and trim.

Primers: A primer is a preparatory coating put on materials before painting. Priming
ensures better adhesion of paint to the surface, increases paint durability, and provides
additional protection for the material being painted

Ratio Scale: Ratio is the relationship between the two numbers. Ratio Scale data is a
factor which gives the information regarding the relation existing between two or
more identical geometrical figure.

Itemised rating scale : Itemised rating scale is also called as numerical scale.
Limited number of categories in terms of their scale position is selected in this rating
scale. Scales with five or seven categories are employed for this purpose. The more
clearly defined the categories , the more reliable ratings are likely to be.

Firmographic data: Find all the information you need to target new prospects as
well as gain valuable intelligence on your existing customers. By segmenting your
marketing list, identify the right product to offer each prospect and ultimately expand
your customer base.

Other types of research method:

Observational method: Observation is the method of recognizing and recording the
behavior of the people, objects and events rather than asking for the information.

Experimental method: This method allows a maximum degree of control and is
ranked as relatively high with respect to the data accuracy since the ability to control
the variables of interest tend to produce relatively error free data. Experimental
method is limited to the collection of the primary data .

Field Investigation method: It is the direct communication between the researcher
and the respondents.


Asian Paints, India

Panel research: When the researcher interviews the same sample group two or more
times or secures data from them on two or more occasions, it can be said there is
panel research.

Sampling: The process of sampling involves any procedure using a small number of
items or parts of the whole population to make conclusions regarding the whole
population. A sample is a subset or some part of the whole population.

Sampling unit: The sampling unit is the basic unit containing the elements of the
population to be sampled. Eg. Individuals , social group.

Sampling frame: A sampling frame is a means of representing the elements of the
population. A sampling frame may be a telephone directory.

Sample size: It the total number of units in the sample. The size of sample bears a
direct relationship to accuracy time, cost and administration of investigation.

Other types of Business Researches:

Product research: Under this research it is necessary to define the product mix, its
length and breadth. There are various attribute of the product. Each attribute can be
examined by this research.

Price research: Under price research some of the issues examined are , what price is
to be charged? What should be the basis of pricing? Is price rise inevitable? Will it
have any effects? Etc .

Distribution research: It studies about two aspects, the structure of the distribution
channel and its research.

Promotion research: The research carried on promotional activities to increase
sales.

Market research: It studies the physical dimensions of a market - its location , size,
competition, channel structure.

Sales research: Sales turnover of different products, in different territories is studied.
They also study about the profitability of the different sales groups. Sales trends are
also analyzed.

Corporate research: Here research scans the environments, conducts analysis, and
tries to adopt the strategies, objectives systems and structure to match the
environment. The research here is integrated to overall corporate plan.


Asian Paints, India

International marketing research: Here the research is conducted abroad or
overseas through an outside agency preferably native to that country. It gives to boost
to export sales , and gives an idea as to how to adopt the product to a different
marketing environment. It is conducted in local language.

Marketing research on services: The research conducted for the service sector. The
service sector includes banking , insurance, road transport, rail transport , etc.

Industrial marketing research: Research carried for the industrial products like
capital tools and machineries.

Types of Data:

Primary data: Primary data are the data that have been observed or recorded by
researches for the first time to their knowledge. Sources of primary data are the
sampling units chosen. It can be carried through Observation, Experiment, Surveys
and other methods.

Secondary data: Secondary data may be described as those data that have been
complied by some agency other than the user. Secondary sources of data may be of
two types; internal data and external data.

Attached:

Questionnaire no.1
Questionnaire no.2


Asian Paints, India

QUESTIONNAIRE
NO-1
(for general purpose)

1. What is your overall satisfaction rating with Asian Paints ltd

4 3 2 1
Very satisfied somewhat satisfied some what very dissatisfied
dissatisfied

Please tell us why you feel that way

2. Please rate your level of satisfaction with your sales representative in the following areas.

4 3 2 1
dissatisfied

Responsiveness

Professionalism

Understanding my needs

3. Are you satisfied by online facilities provided by Asian Paints?

4 3 2 1
dissatisfied

4. Regarding the price level fixed by Asian Paints did you find it satisfactory?

4 3 2 1
dissatisfied

QUESTIONNAIRE


Asian Paints, India

NO-2
(for specific purpose)

1. Are you satisfied by the quality of the Asian paints in the terms of smell, shine , texture, colour?

4 3 2 1
dissatisfied

2. Are you satisfied by the smooth wall surface you get after using Asian paints?

4 3 2 1
dissatisfied

3. Do you experience paint peeling or poor adhesion ?

YES NO

4. Are you facing problems of blistering?

YES NO

5. Do you experience sags and runs?

YES NO


Asian Paints, India

6. After using Royale Asian Paints do you experience Yellowing of the wall colour ?

YES NO

7. Do you experience microbial growth on the walls after using Asian Paints?

YES NO

8. Have you used Asian Paint Primers ?( Asian Paints Acrylic Wall Putty, Primer ST, Primer WT,
etc)

YES NO

OR

If yes, do you find the Asian Paints Primers satisfactory?

4 3 2 1
dissatisfied

9. There are various Decorative Paints for Exterior walls, Interior walls, Metal surfaces, Wood
surfaces. Have you used any of them ?

YES NO

OR

If yes, did you find it satisfactory ?

4 3 2 1
dissatisfied


Asian Paints, India

10. Asian Paints provide expert help in makeovers and decorative ideas. Did you find it useful?

YES NO

11. Do you feel the T.V. commercials of Asian Paints Company are misleading?

YES NO

12. Asian Paints ltd provide a separate section for complaints.
Did you ever had a complain for Asian Paint‘s products or its services?

YES NO

OR

If, yes did you find the response given, satisfactory?

4 3 2 1
dissatisfied

13. Do you feel satisfied by the after sales services provided by Asian Paints ,in terms of tips on the
post application and maintenance, invoice, warranty card, etc.

4 3 2 1
dissatisfied

14. Do you think Asian Paints are more satisfactory than other paints?

YES NO


Asian Paints, India

15. Would you like to give any suggestions to the Asian Paints regarding their product or services?

YES NO

OR

If yes, please write in the given box:


Asian Paints, India

Customer Satisfaction Research
In relation to Asian Paints ltd

Masters of Commerce
Business Administration Project

This survey is a part of Mcom. Business Administration project. It is
conducted to know the extent of satisfaction that the customers are
gaining by using Asian paints. Such efforts are not collected by the
investigators of Asian Paints ltd, neither it will be handed personally to
the company. Therefore you are requested to fill the questionnaire
attached and the initials below:

Name: ___________________________________

Address: ___________________________________

Phone no.: ___________________________________

email id: ___________________________________

By Shaikh Reeha Vasi

(student)


Asian Paints, India

DECLARATION

I, the undersigned, hereby declare that the Project Report entitled
“Customer Satisfaction Research” written and submitted by me to the
University of Pune, in partial fulfillment of the requirement for the award
of degree of Master of Commerce in Business Administration under the
guidance of Prof. Shaikh Shirin Naz is my original work and the
conclusions drawn therein are based on the material collected by myself.

Place: Pune Research
Date:
Student Shaikh Reeha Vasi


Asian Paints, India

ACKNOWLEDGEMENT

I express our deep sense of gratitude and indebtedness to the Principal,

Mr. EM Khan and Vice Principal and Head of the Commerce

Department ,Dr. Shaila Bootwala of Abeda Inamdar Senior College,

Pune, for the encouragement given to me to complete the project and for

the facilities provided to me through out the project.

I am thankful to our guide and coordinator Prof Shaikh Shirin Naz for

her valuable guidance and kind cooperation right from the beginning of

the project report.

I am thankful very much for her kind constant encouragement and

guidance shown during the course of our project.

.
Last but not the least, I would like to express my sincere thanks to all the

respondents.

SHAIKH REEHA VASI


Asian Paints, India


Asian Paints, India

CUSTOMER SATISFACTION

(A Study with reference to Asian Paints India Ltd.)

A Project report submitted to Pune University , Pune, Maharashtra.
In fulfillment for the award of the degree of

MASTER OF COMMERCE
IN
BUSINESS ADMINISTRATION

By
SHAIKH REEHA VASI

Under the esteemed guidance of
PROF. SHAIKH SHIRIN NAZ

DEPARTMENT OF COMMERCE
ABEDA INAMDAR SENIOR COLLEGE
(Affiliated To, and Approved by University of Pune )
PUNE- 411001

2010-2011


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