Management Thesis 2 Final -- Dipanjan

8/14/2019 Management Thesis 2 Final -- Dipanjan

1/28

[1]


2/28

FINAL OF

MANAGEMENT THESIS - 2

STUDY OF CONSUMERBUYING BEHAVIOR

TOWARDS INTERIOR ANDEXTERIOR HOUSEHOLD

PAINTS IN BURDWAN CITY

SUBMITTED BY-

DIPANJAN SEN

ENROLL. NO: 7NBBU018

[2]


3/28

INC BURDWAN

SUBMITTED TO-

NILOY KUMAR BHATTACHERJEE(FACULTY SUPERVISOR)

1. COVER PAGE

2. TITLE PAGE

3. DECLARATION

4. ACKNOWLEDGEMENTS

5. CERTIFICATE

6. INTRODUCTION

A. THE BASIC OF PAINTING AND DECORATING

B. ABOUT EXTERIOR PAINTINGS

C. HOW TO PAINT A CEILING.

D. ABOUT INTERIOR PAINTINGS

7. OBJECTIVE OF THE STUDY

8. METHODOLOGY

9. LIMITATION

[3]


4/28

10.REVIEW OF LITERATURE

11.ANALYSIS AND FINDINGS

12.CONCLUSION

13.REFERENCE

14.APPENDICES

I. QUESTIONAIREII. SHEDULE

III. HOME

PAINTING AND DECORATING

DECLARATION

[4]


5/28

I hereby declare that this project work entitled STUDY OF CONSUMER BUYING

BEHAVIOR TOWARDS INTERIOR AND EXTERIOR HOUSEHOLD PAINTS

IN BURDWAN CITY is my work, carried out under the guidance of my Faculty

Supervisor Mr . Niloy Kumar Bhattacherjee . This report neither in full nor in part hasever been submitted for award of any other degree of either this university or any

other university.

Dipanjan Sen.

Enrollment Number- 7NBBU018

MBA (2007-09)

ACKNOWLEDGEMENTS

It is privilege to express gratitude to mymentor, my respected faculty member and mentor Mr. NiloyKumar Bhattacherjee , without whose support, encouragementand guidance this Management Thesis would not have been

possible to prepare.

It gives me immense pleasure to presentthis project report to ICFAI NATIONAL COLLEGE . As I havemade special efforts to this project to cover each and everyaspect of Management Thesis.

[5]


6/28

I also thank my friends for their constantsupport encouragement, cooperation and valuable suggestionthroughout the progress of project.

Above all I thank to my family for their support and encouragement, which has always been a sourceof inspiration.

I am also grateful to the faculty members of the ICFAI NATIONAL COLLEGE whose guidance & teachingshave enabled me to understand the concept of making aproject.

Place: Burdwan Date: Dipanjan Sen.

Certificate

This is to certify that the Management

Thesis titled Retail Formats for MensReadymade Apparel in Burdwan: A

Study of Consumer Preferences and

Customer Preferences and Customer

Satisfaction Submitted by Dipanjan Sen .

[6]


7/28

Enrollment No. 7NBBUO18 during

Semester-III of the MBA Program (Class

of 2009) embodies original work done by

him.

Signature of the

Faculty Supervisor

(Niloy Kumar

Bhattacherjee)

Fac

ulty Member

INCBurdwan

INTRODUCTION

When you build a thing you cannot merely build that thing inisolation, but must also repair the world about it, and within it. . . and the thing which you make takes its place in the web of nature.-Christopher Alexander, Architect, 1977

My Management Thesis 2 is focused on STUDY OF CONSUMER BUYING

BEHAVIOR TOWARDS INTERIOR AND EXTERIOR HOUSEHOLD PAINTS

IN BURDWAN CITY.

[7]


8/28

Burdwan is a growing town. Everybody wants to decorate their house by beautiful

painting. Asian paints, Nerolac, Burger, ICI Dulux, and many other large companies

are also setting up their stall in the town. Several new lines of products have also

made their entry in recent years.

People in Burdwan have, simultaneously, become more fashion conscious. In some

areas and some consumer segments, the demand patterns are still very conservative.

But, in general, the fashion preferences of customers are changing with a change in

lifestyles.

Therefore, there is a very big space for those companies to operating their exterior &

interior paints fashion segment. There is an emergence of private label brands wherethe profit margins are perceived to be higher even though price levels are generally

lower. It was felt, therefore, that a very extensive study of this exterior & interior

paints in house fashion phenomenon in Burdwan was necessary. Hence the present

exercise was taken up.

A. The Basics of Painting and Decorating

Success in house decoration depends on something more than the use of good paintand a certain amount of skill in its application, essential though these two factorsundoubtedly are. At least as important is a thorough knowledge and understanding notonly of the properties and possibilities of the materials employed, but also those of thedifferent surfaces over which they are used.

Another factor which may exert a substantial influence on the life and behaviour of paintwork is the weather and atmospheric conditions prevailing at the time of application.

Golden Rules:

(If you insist on doing it yourself, most people are now getting a professional in)

[8]
http://www.neverpaintagain.co.uk/article/Painting-pebbledash-and-tyrolean-masonryhttp://www.neverpaintagain.co.uk/article/Painting-pebbledash-and-tyrolean-masonry


9/28

Buy the best tools and equipment you can afford, especially paint brushes.

Buy good quality paint and materials. Buying cheap paint is often a false economyas many more coats are usually required.

Follow the manufacturers instructions on tins and other materials. Dont alwaysinterpret too literally as there is usually a degree of flexibility, especially in diluting

paints.

Complete all your preparation before you start to decorate.

Try to ensure that you have bought enough materials to complete the job. This isessential when buying wall-paper.

Don't rush the job. Give paints time to dry between coats.

Keep the area where you are decorating as dust free as possible.

Don't wear woollen garments, if possible wear cotton overalls or jeans and cottonshirt.

B. Painting Exterior Walls

The Golden rule when working off ladders or scaffolding is safety first.

Make sure that you complete the painting of soffits, fascias and guttering before you

start the walls.

Paint walls in designated sections if you can (e.g. an apex above a window, a section between two windows or between wall edge and window/door).

If the walls are of a fairly rough surface consider using roller to make the job easier.

If you are right-handed, then work from right to left in as far as you can docomfortably. This way you won't be working across yourself, especially whenworking off a ladder.

[9]
http://www.neverpaintagain.co.uk/paint-colours.phphttp://www.neverpaintagain.co.uk/article/How-to-carry-a-ladderhttp://www.neverpaintagain.co.uk/paint-colours.phphttp://www.neverpaintagain.co.uk/article/How-to-carry-a-ladder


10/28

Work from the top downwards; completing areas within natural breaks, e.g. betweentwo windows or between a window and a downpipe.

It is wise to cover up bushes, flowerbeds and the lawn with dust-sheets.

Always use a pothook when you up a ladder; secure it firmly on the side of theladder and attach your paint container. DO NOT hold the paint container in one handand the paint brush in the other.

When using a roller on the walls, cut in one area at a time; roll and move on to thenext area.

Use an extension pole on the roller so that you can reach as much as possible fromthe ground.

Using a spray on exteriors

On exteriors, if conditions are windy, angle the spray pattern into the wind to avoiddrifting.

* Work from ground to roof.

* Do not attempt to spray if the wind is excessive.

* When spraying with a shield or board hold it firmly against the surface. WATCHWHERE YOURE SPRAY GOES!! ON THE WALL, NOT ON PEOPLES' CARS OR

NEIGHBOURS' HOUSES' OR ROOFS'!

* Angle the gun slightly away from the shield and towards the target surface. This will prevent paint from being forced underneath the shield.

* Shrubs next to houses should be tied back and covered with sheets. The sheetsshould remove as soon as possible.

* Nearby vehicles should be moved or covered whenever in the vicinity of a spray job.

* Always be careful of any surrounding objects which may be damaged by overspray.

C. How to paint a ceiling.

Golden rule: Always paint the ceiling before walls or woodwork.

As long as you don't have a lot of furniture to clamber over, painting a ceiling isfairly straightforward.

[10]


11/28

Firstly sheet up everything which is in danger of getting paint on it. No matter howcareful you are, paint splashes have a way of finding exposed surfaces.

Use a stepladder, preferably one with a platform to hold tools or a paint container. If you haven't got steps, strong plastic milk or beer crate or a wooden chair should beadequate.

The golden rule, whether using proper or improvised scaffold, is NEVER to over-stretch.

If you are right-handed work from right to left and vice-versa.

Painting a ceiling is easier if you use a roller, unless the ceiling is very small e.g. in acupboard or toilet, especially with artexed or wood-chipped ceilings (i.e. any ceilingwith a rough patterned surface).

When painting with a brush, use a large flat brush 6 to 8 inches wide.

You can also use a small brush 1 to 2 inches wide to get into corners, cut along theedge of the ceiling and for cutting round the light rose and any other awkward bits.

Starting in one corner on the window side of the room, paint in sections about 2ftsquare.

Work across the ceiling doing a strip at a time.

When using a roller it is a good idea to use one with an extension handle. Most roller handles have an open end into which you can push an old broom handle which will dothe job.

Using a small brush (about 2" size will do) cut in all round the edge of the ceilingand round the ceiling rose.

Starting in one corner roll about a meter square and work across the room in stripsthe same as with a brush.

If you are using a long handle on your roller it means your paint tray or scuttle (asquare bucket wide enough for your roller size) can be kept conveniently on the floor at all times.

Painting over Wall coverings

The most usual papers to paint over are woodchip, lining, anaglyptic and blownvinyls.

[11]


12/28

Woodchip (a plain paper with small bits of wood throughout) comes in variousweights and degrees of coarseness.

Woodchip is good for hiding bad wall surfaces and ceilings and where a hardwearing paper is needed. It is usual to paint wall coverings with emulsion/latex, applying at least two coats.

Anaglyptic is suitable for finishing with gloss or eggshell; first applying acrylicwater-based undercoat.

It is possible to paint over most kinds of wall covering. It is best to use latex/emulsionwater paint. At least two coats should be applied; the first coat being thinner than thesecond. When you apply the first coat, the paper may bubble up here and there wherethe pasting was thin or inadequate.

These bubbles should go down as the paint dries but if the bubbles are especially large(say, over 6 inches) then it may be better to cut the bubble open with a sharp blade andslosh the paint underneath it and smooth it down.

It is often a good idea when decorating over wallpaper to try sponging, rag rolling or frottage as this will hide any defects in the wall covering. Directions for sponging andfrottage can be found on the Bozzle.com site.

D. Painting Interior Walls

Before you start doing the walls in a room try to remove as much from the room as possible.

Stack everything thats left in the middle of the room, leaving enough space to movea stepladder or stool around next to the walls.

Interior walls are normally painted with emulsion paint, either matt or silk.

Matt emulsion is better to use if the walls are not too smooth as silk (shiny) emulsionshows up every small imperfection.

The pictures on the right show the usual way to paint walls when using a roller. Thatis, cut in along the ceiling line, the corners, round the architrave, skirting board andaround sockets and switches before using the roller.

[12]


13/28

Start in a top right-hand corner (if you are right-handed and vice-versa) and work away from the main source of light (e.g. window).

When using a brush do sections about 2ft square working from ceiling to skirting.

When using a roller, cut in one large section along the ceiling line, down the corner and along the skirting line.

Cut in a strip 6 to 8 inches so you do not have to go too close to the ceiling or skirting with the roller.

Roll about a meter square at a time. If you want a solid coat on the walls /ceilingsthen use the 'back roll' method. This is handy if you want to try and cover in one coat.

To back roll: Roll about a meter square at a time using plenty of paint. When youhave rolled the third meter then go back and re-roll the first meter without puttingmore paint on the roller. This is very effective especially on ceilings.

Painting old Double-glazing windows

If your double-glazing has reached the stage where you can't seem to get it clean youmay have to consider painting.

Before you do, try cleaning it with WD-40 if it is uPVC.

If you decide to paint first apply a coat of etching primer.

International paints make a product called Brilliant White uPVC Gloss especially for double-glazing.

Step by Step

Step1. Thoroughly wash down the entire window, including frame and glass, and drycarefully.

Step2. Rub down the frame with wire wool or abrasive pad and dust or vacuum clean.Make sure any shininess has gone. The window should now look matt all over.

Step3. Examine for any bits of damage. These are best repaired with car body filler,fiber glass or any proprietary two-pack filler

[13]


14/28

OBJECTIVES AND METHODOLOGY

OBJECTIVES:The main objectives of this study are to:

Explore the mindset of consumers about interior & exterior paints on their house in

Burdwan.

Understand the buying behavior and thinking about paints and how much they are

careful about their house.

Investigate the structure of reference groups, influencers and early adapters.

Find out the preferences of the consumers about households paints color.

RESEARCH METHODLOGY:

To achieve the above objectives, I plan to adopt the following methodology to collect

the necessary information for the project report.

A. Research Design

My research is primarily exploratory in nature. However, for the purpose of deciding

switching behaviour and effectiveness of marketing strategy in specific conditions,

suitable hypothesis may be tested.

[14]


15/28

B. Sampling Plan & Survey Method

I will follow a definite plan for obtaining a sample from the given population. It

depends on the systematic sampling procedure for those who have paints households.

I plan to sample every 15th household in the reasonably well-off localities and every

10 th household in the identifiably better-off localities in Burdwan. I intend to interview

the heads of each household regarding their interior & exterior paints.

Sampling Plan B

As an alternative plan or fall-back option, I intend to identify relevant socio-economic

clusters of households based primarily on information about vocation or profession

from the Burdwan telephone directory.

Thereafter I intend to interview telephonically the heads of each household regarding

their exterior & interior paints about their house and awareness about to take care of

their house.

LIMITATIONS:

Demographic Limitations : Covering all possible segments of households e.g.

those based on income, gender, age, occupations etc. may not be possible.

Geographical Limitations : The sample size is limited to the respondents in

Burdwan.

Response Errors : There exists a possibility of not always getting accurate

information from the surveyed respondents due to reasons e.g. their bias

against surveys and consequent refusal to co-operate.

Time Limitations : The time period of the survey is limited to less than a

semester, that too with regular classes running.

[15]


16/28

Size Restrictions: Consequent to all the above, a large sample survey becomes

impossible.

REVIEW OF LITARETURE

An examination of household and housing characteristics in the inner residential zonesof Kitchener, Ontario, 197181 shows patterns of change suggestive of bothrevitalization and decline. More detailed survey of the two innermost tracts producesstronger evidence of modest, yet substantial, upgrading by newly resident homeowning households. There are different types of households undertaking renovations,and they have different stated reasons for purchasing an inner-city home. Despitethese differences, rates of reinvestment are modest across the sample. The somewhatinconspicuous form of upgrading found in this survey is put forward as an alternativetype of inner-city change, distinct from the well-recognized extremes of gentrificationand decline. In the broader context, it is thought that this style of upgrading may bemore typical of medium rather than large-sized, and of Canadian rather thanAmerican, cities.

GRAPHICAL PRESENTATION AND ANALYSIS

Q5.How many time you have paint your house?

(a) One (b) two (c) three (d) more than 5 (e) more than 8 (f) more than 10

Figure: 1

[16]


17/28

Q6.Which companies paints you preferred for interior paints? Please tick onlyone option.

(a) Asian Paints (b) Nerolac (c) Burger (d) ICI Dulux (e) Others

Figure: 2

Q7. Which companies paints you preferred for exterior paints? Please tick onlyone option.(a) Asian Paints (b) Nerolac (c) Burger (d) ICI Dulux (e) Others

Figure: 3

[17]


18/28

Q.8) While making Plan Purchase what motivate Customers?

a) Advertising b) Hoarding c) Sales Promotion d) Leaflet e) Word of Mouth

Figure: 4

Percentage of Customers motivated by Advertising: - 95%Percentage of Customers motivated by Hoarding: - 78.33%Percentage of Customers motivated by Sales Promotion: - 75%Percentage of Customers motivated by Leaflet: - 25%Percentage of Customers motivated by Word of Mouth: - 21.67%

Q.9) Percentage Of Customers who visit a particular shop for a particularpurchase:-

Figure: 5

[18]


19/28


20/28

From the figure 1, it has been found that in Burdwan, maximum people have done painting at their home once in last 5years, which indicate that almost 42% populationis satisfied by the performance of the house paints at Burdwan.

Figure 2 indicates that at Burdwan Asian Paints is leading among all brands of interior home paints that is almost 25% population is giving its preference to AsianPaints. ICI Dulux has occupied 2 nd rank with a market share of 22%.

From the graph, we are also getting that there is a tough competition in themarket among different brands as their market share, all differing by a very lowdifference.

Figure 3 shows that in case of exterior paints, ICI Dulux has given a lead with amarket share of 30% and Asian Paint lagging, Nerolac by 4% and has occupied 3 rd

position.

This indicates that in Asian Paints is basically opted for exterior paints whilefor interior ICI Dulux & Nerolac have grabbed the market.

Figure 4 indicates that the impact of different factors on the preference of making a purchase of making a purchase of Home Paints and the figure shows that amongdifferent factors.

Advertise is leading with a percentage of 95%. Here we find that the word of mouth is not that much effective, which shows that paint marketers and distributorshave to focus on more attractive and effective advertise.

Figure 5 explains that Burdwan people are loyal to shopkeeper and for heavy budgeted expense purchase they show shop loyalty, as they have faith in that.

Another a special report is shown in figure 6 that what are factors that make thecustomer to prepare a specific/particular shop for making such heavy expense

purchase, and the figure indicates that among different factors,

1. Complete shopping means full and correct information about the product.

[20]


21/28


22/28

p. 13. Barnett, Dianna, William Browning. A Primer on Sustainable Building. RockyMountain Institute, Green Development Services. Snowmass, CO.: Rocky MountainInstitute, 1995.

www.google.com

www.ask.com

http://www.bozzle.com/

www.neverpaintagain.com

APPENDICES

QUESTIONNAIRE

[22]
http://www.google.com/http://www.ask.com/http://www.bozzle.com/http://www.bozzle.com/http://www.neverpaintagain.com/http://www.google.com/http://www.ask.com/http://www.bozzle.com/http://www.neverpaintagain.com/


23/28


24/28

SL. NO. DATE ACTIVITY

1 17 th November, 2008 COMMENCEMENT OF M .T.

2 18 & 19 November, 2008

REVIEW OF MT-1 INSIDE

AND LEARNINGS IDEAS

FOR IMPROVING THE

QUALITY OF MT-2, A

BRAINSTORMING SESSION

WITH STUDENT AND

FACULTY.

3 26 th November, 2008

TITLE OF MANAGEMENT

THESIS & SYNOPSIS

4 15 th December, 2008

SUBMISSION &

EVALUATION OF INTERIM

THESIS

5 22 th December, 2008

INTERIM THESIS

PRESENTATION

6 9 th February, 2009SUBMISSION &EVALUATION OF FINAL

THESIS

7 12,16,17 th February, 2009

FINAL THESIS

PRESENTATION

HOME PAINTING AND DECORATING

Most people like to try their hand at some kind of decorating in the home. Peoplestastes cover a very wide spectrum and what one person loves another may loathe.Decorating at home gives you the freedom to please yourself and not worry about

[24]


25/28

impressing visitors, although very idiosyncratic and personal decorating done well,usually impresses.

If you decide not to do the decorating yourself remember that the spectrum of qualityin the professional decorating trade ranges from the highly skilledtradesperson(Master Painter) to the unqualified, semi-skilled(cowboy). An ordinaryhouseholder may find it impossible at the outset to tell which is which. Cowboys oftencome in vans with impressive looking logos proclaiming membership to a

professional guild or federation, where the only criteria for membership are that theannual fee be paid.

For the ordinary householder the most reliable way is a recommendation fromsomeone you know who has had work done. Also, firms get known for their qualityover the years.

Overview

Estimate the cost of your project as near as possible. Don't just buy things on a whim as you go along. Decide whether you are going to do it yourself or employ someone to do it. If you get a professional to do the works remember that a major part of the final billwill be the actual labor costs. If you do it yourself you will save on labor costs but it may take longer to completethe job. Doing it yourself, you may also have to buy (or hire) tools and equipment on top of the cost of the materials.

Health and Safety

Paint is easy to apply. Its hundreds of colors and shades will help you express your own taste and creativity. At just pennies per square foot, it's the least expensivedecorating tool of all.

And it not only beautifies your home and possessions it protects them.If you're planning a painting project, while you're helping protect your belongings, the

paint industry wants to help you protect yourself as well. Like many household products, paint contains chemicals, and some of them can be hazardous if not usedcorrectly.

Paints are mixtures of pigments (for color) , resins (for binding power), and other additives to make them easier to apply, faster-drying, etc. These ingredients aredissolved in either water or organic solvents.

[25]
http://www.neverpaintagain.co.uk/paint-colours.phphttp://www.neverpaintagain.co.uk/paint-colours.php


26/28

Water-based (latex) paints came on the market soon after World War II. Today, around80 percent of household paints, exterior as well as interior, are water-based. Theincreasing popularity of water-based formulations has gone a long way towardreducing the potential hazards from improper use of solvent-based paints:flammability or combustibility, and possible health effects from inhaling solventvapors or spray mist.

Chances are that the paint you buy will be water-based. But some kinds of productscannot be successfully formulated using water, and still contain organic solvents. Youneed to know the potential hazards associated with those products, and how to avoidthem. The label will tell you.

Reading a Paint Can Label

The first item on a precautionary label is a signal word, such as WARNING or CAUTION. Directly underneath will be a statement of the principal hazard, followed

by any other hazards associated with the product's ingredients. Below the hazardinformation, you will see the precautions you need to take such as open all doors andwindows during use. The precautions are followed by first-aid instructions in case of an accident, and by any special instructions for storage, cleaning up spills, or evendisposing of leftover paint.

Flammability/Combustibility

Some paints contain flammable or combustible materials. If so, the label will readWarning: Flammable or Caution: Combustible. In either case, you need to take these precautions:

1. Open all windows and doors to increase ventilation and disperse fumes. (Don'tuse an electric fan, which could create sparks.)Eliminate all sources of flame, sparks, and ignition. Put out pilot lights byturning off the gas, and do not relight until well after the room is free of fumes.

2. Don't smoke.3. Don't use electrical equipment that could spark.

4. Make sure light bulbs aren't exposed to sudden breakage.5. Clean up any spills promptly, and dispose of the spilled paint and rags or other cleanup materials safely.Keep cans close when not in use.

Health Effects

Overexposure to ingredients in some paints can cause health problems.

Sometimes those problems are noticeable right away (acute effects); sometimes the

reaction to the overexposure isn't observed until later (chronic effects).

[26]


27/28


28/28

Protecting Your Family When Renovating Your Home

Today's household paints do not contain lead but if you are working in an older home(built in the 1960s or earlier), there is a chance that there may be old lead-based paint

on walls or trim. If lead-based paint is in good condition (not chipping or peeling), andif it isn't on a friction surface, such as the places where windows slide up and down, itisn't hazardous unless it's disturbed by sanding or scraping or other renovations, whichcan result in lead-contaminated dust.

Disposing of Leftover Paint Safely

When you buy your paint, ask the salesperson to help you figure out how much youneed, based on the size of the room or rooms, number of doors and windows, and thenumber of coats you plan to apply.

Hopefully, you won't end up with more paint than you need but if you do, be sure youknow how to get rid of it in a way that won't hurt the environment.

Paint manufacturers are beginning to include safe-disposal instructions with other information on their labels.

Except in California, Washington and Minnesota, latex (water-based) paints areconsidered nonhazardous. They can be mixed with absorbent material and, when driedout, can be disposed of with your regular trash.

If you have to dispose of solvent- or oil-based paint (or latex if you live in one of thethree states named above), you should save the paint, tightly covered, for disposal in ahousehold hazardous waste collection program.

Environmental tip: Consider giving your leftover paint to your neighbor, church,school, or other community organization such as an amateur theater group andrecycling the cans in a steel can recycling program.

If you bought your paint in large containers (five-gallon or larger) and there are babies

or toddlers in your home, don't be tempted to reuse the containers as buckets for household cleaning. Very small children can fall headfirst into those buckets, anddrowning has resulted.
http://www.neverpaintagain.co.uk/index.phphttp://www.neverpaintagain.co.uk/index.php

Documents

Management Thesis 2 Final -- Dipanjan