CONSUMER BEHAVIOUR

Consumers consume things of daily use; we also consume and buy products according to our needs, preferences and buying power. These can be consumable goods, durable goods, special goods or industrial goods. The market tries to understand the needs of different consumers as different consumers have different needs based on their preferences, beliefs, perception etc.

Consumer behaviour is the decision making process and physical activity involved in acquiring, evaluating, using and disposing of goods and services.

REPORT ON CONSUMER BEHAVIOUR FOR ASIAN PAINTS:-

Asian paints have always been known as a valued brand and have created a trust among its customers throughout its life. It has very well used the concept of 4p’s of marketing that are- product, price, promotion and place.

Asian Paints rightly introduced variety of products and branded almost all of them which fascinated the customers.

It was firm in offering “value for money”. It sold oil based distemper qt Rs. 26/- per kg which was easily viable for price conscious customer.

Gattu, the mascot of Asian paints and other promotional activities like undertaking demonstration campaigns helped them create strong customer awareness and also a new service provided by them online for knowing rates of painting their house and choosing

Marketing Mix

Product

PricePromotion

Place

right colors also is a reason for brand popularity and inclination of customers towards their brand.

It did launch of its brands keeping in mind regional festivals and other regional (Place) influences.

Influences On Consumer Behaviour:-

It introduced wide range of products affordable to all classes of people like:- Utsav for rural (chunna and distemper) Distemper for middle income group Royal for higher income group

Due to this range all income group people could use Asian paints and that gave them a sense of pride and equality also the lower income group’s urge for status was fulfilled.

Asian Paint’s width of product line and market segmentation like industrial, automotive etc gives them a wide scope of penetration into different markets as customer are already aware of the brand and they can easily except it in other sectors also.

Buyer’s attitude, Preferences and performance:-

Buyers had a perception about Asian paints that it is a reliable and economically feasible product due to its past record and brand name so they prefer to chose Asian paint instead of any other paint. Consumer also had “brand belief” in case of Asian paints as it is existing since independence and also has maintained its brand name and gained popularity all over the world and satisfies consumers of all income level. It provided faster customer acquisition and “paint by yourself” concept which attracted maximum of Indian consumers also focus on special festival launches also helped it gain popularity.

Cultural Factors

Social Factors

Personal Factors

Asian paints has targeted and positioned itself strongly in the market and their rigorous advertisements and easy availability has made it easy for the consumer to buy it.

BRAND LOYALTY AND PERSONAL OPINION:-

I would always use Asian paints as I have had a nice experience using asian paints and also is available in affordable ranges.

Deepenti Lalwani, an MBA student says, she uses asian paints because of their customer services like various textures and its sample patching demonstration and a variety of shades available. She would never switch the brand as she gets “value for money”

Geetika Gupta, another MBA student says she uses asian ROYALE range to paint her house because it’s been a trend of the family of using asian paints and as it updates its products and shades with the span of time, trend is not an issue. If given a chance, she would also not shift the brand as she is contended with the quality, price and trend at the available price.

Like these students, many other customers prefer ASIAN PAINTS due to:-

Easy Availability Awareness due to advertisements Variety Cultural influence & Affordability