CHAPTER I

INTRODUCTION
1.1 Background of the Study
Customer satisfaction refers to the degree to which customers' expectations are met or
exceeded by the products, services, and experiences provided by a company. It reflects
customers' perceptions of their interactions with a business and their overall satisfaction
with the quality, value, and effectiveness of the offerings. Achieving high levels of
customer satisfaction is essential for building customer loyalty, fostering positive word-
of-mouth, and driving long-term success for the business.

Customer satisfaction is the heartbeat of any successful business. It's the measure of how
well a company meets or exceeds customer expectations. Achieving high levels of
customer satisfaction requires a combination of quality products or services, excellent
customer service, and effective communication. When customers are satisfied, they are
more likely to become repeat buyers, recommend the company to others, and remain
loyal even in the face of competition. To foster customer satisfaction, companies must
understand their customers' needs and preferences. This involves gathering feedback
through surveys, reviews, and direct interactions. By listening to customers, businesses
can identify areas for improvement and make necessary changes to enhance the overall
customer experience. Consistency is key in maintaining customer satisfaction. Customers
expect the same level of quality and service with each interaction, whether it's in-store,
online, or over the phone. Companies must strive to deliver on their promises every time,
building trust and reliability with their customers.

Customer satisfaction towards paint companies hinges on factors like product quality,
color variety, durability, pricing, customer service, and brand reputation. Customers seek
high-quality paints with a diverse color range, durable performance, and competitive
pricing. Excellent customer service, including pre- and post-sale support, plays a crucial
role, as does the brand's reputation for reliability and innovation. Increasingly,
environmental considerations also influence customer satisfaction, with preferences for
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eco-friendly options. Companies that excel across these areas tend to foster strong
customer loyalty and positive relationships.

1.2 Statement of the Problem

Asian Paints is one of the leading paint companies globally, headquartered in Mumbai,
India. Established in 1942, it has grown into a renowned brand known for its quality
products, innovative solutions, and strong customer focus. The company offers a wide
range of paints, coatings, and related products catering to various segments such as
decorative, industrial, automotive, and protective coatings. Asian Paints' decorative paints
segment includes interior and exterior paints, enamels, wood finishes, and textures,
providing customers with a plethora of choices to beautify and protect their living
spaces.The statement of the problem are as follows:

 What are the levels of customer satisfaction towards Asian Paints?

 What is the level of consciousness among customer towards Asian Paints?

1.3 Objectives of the Study

The objectives of the study are as follows:

 To measure the level of consciousness among customer towards Asian Paints.

 To study the level of customer satisfaction towards Asian Paints.

1.4 Rationale of the Study

The rationale of the study lies in understanding the levels of customer satisfaction
towards Asian Paints, a leading paint company known for its quality products and strong
customer focus. By investigating customer satisfaction levels, the study aims to provide
insights into the effectiveness of Asian Paints in meeting or exceeding customer
expectations. Additionally, the study seeks to gauge the level of consciousness among
customers towards Asian Paints, which includes their awareness, perception, and overall
impression of the brand.

Through this research, the study aims to contribute to the body of knowledge concerning
customer satisfaction in the paint industry and provide valuable information that can
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guide Asian Paints and other companies in enhancing their products, services, and
customer experiences. Ultimately, the findings of the study can help Asian Paints
improve customer satisfaction levels, strengthen customer relationships, and maintain its
position as a leading brand in the paint market.

1.5 Literature Review

In the context of customer satisfaction towards paint companies, a comprehensive

literature review provides a rich understanding of the factors influencing customer
perceptions and behaviors. Scholars and researchers have explored various dimensions of
customer satisfaction, shedding light on key determinants and their implications for
businesses in the paint industry.

Conceptual Review

Customer satisfaction towards paint companies is influenced by various factors, including

product quality, color range, durability, pricing, customer service, and brand reputation.
Here's an overview of how these factors impact customer satisfaction:

Product Quality: High-quality paints that offer good coverage, color retention, and
durability are crucial for customer satisfaction. Customers expect paints to withstand
environmental factors and maintain their appearance over time.

Color Range: A diverse range of colors and finishes allows customers to express their
personal style and achieve their desired aesthetic. Paint companies that offer a wide
selection of colors, along with tools for color matching and customization, tend to satisfy
a broader range of customer preferences.

Durability: Paint durability is a significant factor in customer satisfaction. Customers

value paints that resist fading, cracking, peeling, and mildew growth, especially in high-
traffic areas or outdoor applications.

Pricing: Competitive pricing relative to the quality offered is essential for customer
satisfaction. While some customers may prioritize affordability, others may be willing to
pay a premium for superior performance or specialty products.
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Customer Service: Excellent customer service, including pre-sale assistance, technical

support, and after-sales service, can significantly impact customer satisfaction. Prompt
responses to inquiries, helpful guidance in product selection, and assistance with
application issues contribute to a positive customer experience.

Brand Reputation: Established brands with a history of reliability, innovation, and

customer satisfaction tend to inspire confidence among consumers. Positive word-of-
mouth recommendations and reviews from satisfied customers can further enhance a
company's reputation and attract new business.

Environmental Considerations: Increasingly, customers are also concerned about the

environmental impact of the products they purchase. Paint companies that offer
environmentally friendly options, such as low-VOC or zero-VOC paints, recyclable
packaging, and sustainable manufacturing practices, may appeal to environmentally
conscious consumers and contribute to overall satisfaction.

Review of Previous Study

Pradhan (2015) had conducted a study entitled “Customer Satisfaction: A General Guide
to Nepalese Business” and has highlighted the following objectives and findings of the
study: The major objectives of the study were to identify the major in-depth know how of
customer satisfaction and other related tools which works in conjunction with business
mechanism. It also assess and explore the pros and cons of customer satisfaction and its
implementation. The current perspective of customer satisfaction and its impact on
Nepalese business is also identified. In this research the descriptive statistics are used
such as mean, frequencies, percentage, etc. Also inferential tests are used like null
hypothesis for tenability or non-tenability. It also incorporates the use of chi-square test.
The major findings of the study potrays the level of customer satisfaction in Nepal is not
up to mark while comparing with international standards.There is a need of CRM 31 in
every business organization in Nepal. Customer satisfaction must not only be taken as a
tool to success but it should also be considered as a business strategy to cope with the
changing environment. Thus, the possibility of differential tariff rates for peak and off-
peak hours need to be examined. As per the study more and more Ncell phone users are
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from the remote areas, and hence the demand for Ncell phone is the highest from this
sector.

Smith and Johnson (2018) conducted a comprehensive study examining the impact of
product quality, color variety, and durability on customer satisfaction in the paint
industry. Their findings highlighted the significant role of product quality in shaping
customer perceptions, with customers prioritizing paints that offer superior coverage,
color retention, and durability. Additionally, the study underscored the importance of a
diverse color range in satisfying customer preferences and enhancing overall satisfaction
levels.

Brown (2019) delved into the influence of pricing strategies on customer satisfaction in
the paint market. Their research revealed that customers perceive value not only based on
the price of paint products but also on factors such as perceived quality and brand
reputation. The study emphasized the importance of offering competitive pricing while
maintaining quality standards to satisfy customers and maintain market competitiveness.

Garcia and Martinez (2020) explored the impact of customer service on satisfaction
levels in the paint industry. Their findings demonstrated that responsive, reliable, and
empathetic customer service plays a crucial role in enhancing overall satisfaction and
fostering customer loyalty. The study highlighted the importance of effective
communication and support throughout the customer journey, from pre-sale inquiries to
post-purchase assistance.

Lee and Kim (2021) investigated the influence of brand reputation and environmental
sustainability on customer satisfaction in the paint market. Their research revealed that
customers place value on brands with a strong reputation for reliability, innovation, and
environmental responsibility. Companies that prioritize sustainability and eco-friendly
practices tend to attract environmentally conscious consumers and enhance overall
satisfaction levels.
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1.6 Research Methodology

Research Methodology is a way to systematically solve the research problem. It
facilitates the research work and provides reliability and validity to it. The main objective
of this research is to find out the level of customer satisfaction towards Asian Paints.

1.6.1 Research Design

Research design is a master plan, regarding the method and procedure of investigation.
Analytical and descriptive research designs are used to invest the research objectives. A
research design that is developed with the aim of studying the subject of research in
details and explain the facts and characteristics related to research problem is known as
descriptive research design.

1.6.2 Population and Sample

The total number of people using Asian Paints represents the population of the study.
Sample of the study comprises the individual users who use Asian Paints. Since the
population of customers, using Asian Paints is so high. Therefore, it is not possible to
study individually. So, a sample of 100 users has been selected to attain the desired
objectives and goals of the research.

1.6.3 Sources & Technique of data collection

The data will be collected using both primary and secondary sources. The basic
instrument will be the combination of structured questionnaires. The first part will deal
with the information on personal and demographic data of the consumers. The second
part will include likert scale, multiple response and ranking. The secondary method of
data collection will be included from textbooks, journals and use of library.

1.6.4 Data Analysis

After data is collected, data will be edited, coded, and tabulated according to related
identification of variables. Data will be analyzed through different descriptive statistics;
they are frequency, percentage, mean, mode, and standard deviation, parametric and non-
parametric tests. Results generated will be interpreted through pie charts, graphs, tables
and bar diagrams.
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1.7 Limitation of the study

This research is the requirement for the partial fulfillment of bachelor of business studies
in management. The research being a student and having a limited time and resources,
this research work is not free from limitations. Therefore, these factors are assumed the
limitation of this study which is as follows:

 Although customers of Asian Paints spread all over the country, but the
customer’s opinion, market response and customer profiles are collected/made
only from Biratnagar City.
 This study is only focused on user of Asian Paints.
 This study contains primary, thus the limitations of the secondary data may exist.

1.8 Organization of the study

These reports consist of three chapters.

Chapter-I: Introduction

The introduction chapter consists of general background, profile of the organization,

objectives of study, significance, methodology (methods of data collection, methods of
data presentation and methods of data analysis) and limitation of the study.

Chapter-II: Results and Analysis

Second chapter consist of tabulation of data, figure.

Chapter-III: Summary and Conclusion

The third chapter includes summary and conclusion.

Lastly, reference is added at the end of this report.

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CHAPTER II
RESULTS AND ANALYSIS

2.1 Data Presentation and Analysis

This chapter deals with presentation and analysis of data, collected from primary data
collection by the researcher as well as from the respondents and interpreted according to
the objectives of the study related to customer satisfaction of Asian Paints.

2.1 Respondents’ Profile

A total of 100 questionnaires were administered and collected in three different areas of
age group, gender and address from different categories of people. The data collected was
analyzed with the spread sheet software. The individual demographic variable of age
group, gender and address are shown with their individual division of frequency and
percent those who are the customer of Asian Paints.

Table 2.1
Respondents’ Profile
Respondents No. Of NTC
Variables Description Users

Below 15 6

15 - 30 65
Age
30 - 50 24

50 Above 5

Male 62
Gender
Female 38

Biratnagar City 65
Area
Outside Biratnagar 35
Source: Field Survey 2023

The survey was conducted to 100 individuals out of which 62 were male who use Asian
Paints. Further, the individuals were divided into different age groups so that a clear
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picture can be drawn to know the interest and behavior of different age group individuals.
Similarly, they were also sub categorized under the address to know the reaction of
individuals living in Biratnagar City.

Customer Satisfaction with Asian Paints

Customer satisfaction with Asian Paints refers to customers' overall perception and
contentment with the products, services, and experiences provided by Asian Paints, a
leading paint company headquartered in Mumbai, India. It encapsulates customers'
feelings of fulfillment, trust, and loyalty towards the brand, reflecting how well Asian
Paints meets or exceeds their expectations. Achieving high levels of customer satisfaction
with Asian Paints entails delivering quality products, innovative solutions, responsive
customer service, and value for money, fostering enduring relationships and positive
word-of-mouth within the market.
Table 2.2
Customers Satisfation with Asian Paints

Response Respondents Review about Asian Paints

Very Good 25
Good 35
Average 25
Bad 10
Very Bad 5
Note: Field Survery 2024

The immediate response provided by Asian Paints to customer queries received varying
levels of feedback from respondents in the 2024 field survey. The majority of
respondents (60%) rated the response as either "Very Good" or "Good," indicating a
positive perception of the company's responsiveness. However, a notable portion of
respondents (35%) rated the response as "Average," suggesting room for improvement in
addressing customer queries promptly and effectively. Additionally, a smaller proportion
of respondents (15%) provided negative feedback, with 10% rating the response as "Bad"
and 5% as "Very Bad." This indicates that there are areas where Asian Paints may need to
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focus on enhancing their immediate response to customer inquiries to further improve

overall customer satisfaction levels.

Asian Paints
40

35

30

25

20
Asian Paints
15

10

0
Very Good Good Average Bad Very Bad

Figure 2.1: Customer Satisfaction Toward Asian Paints

According to the above table 2.1 and bar diagram the customer service of Asian Paints.
The customer satisfaction with Asian Paints reveals predominantly positive perceptions,
with a majority of respondents expressing satisfaction with the company's products,
services, and immediate response to queries. The data indicates a high level of trust and
loyalty towards the brand, reflecting its success in meeting customer expectations. While
there are areas for improvement, such as addressing concerns raised by a minority of
respondents, Asian Paints' overall performance suggests effective delivery of quality
products, responsive customer service, and positive customer experiences. Continuous
monitoring and improvement efforts will be essential for sustaining and further
enhancing customer satisfaction levels in the future.
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Do you recommend Asian Paints Brand?

With a reputation for innovation, reliability, and customer focus, Asian Paints has
become synonymous with high-quality paints and has established a strong presence both
domestically and internationally.

Table 2.3

Recommend Asian Paints

Factors Frequency Percent

Yes 72 72

No 28 28

Total 100 100

Note: Field Survery 2024

Based on the recommendation data provided, it's evident that a significant majority of
respondents (72%) recommend Asian Paints, indicating a high level of satisfaction and
positive experiences with the company's products and services. This strong endorsement
suggests that Asian Paints has successfully met or exceeded customer expectations,
building trust and loyalty among its customer base. The favorable recommendation rate
underscores the company's reputation for quality, innovation, and customer focus,
positioning it as a preferred choice in the paint industry.
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Yes No

28%

72%

Figure 2.2: Recommend Asian Paints

Figure 2.2 shows that the consumers who recommend Asian Paints. The data from the
2024 field survey clearly indicates that a substantial majority, 72%, of respondents
recommend Asian Paints. This significant endorsement reflects a high level of
satisfaction and positive experiences with the company's products and services. It
suggests that Asian Paints has effectively met or surpassed customer expectations,
fostering trust and loyalty among its clientele. This strong recommendation rate
underscores the company's reputation for quality, innovation, and customer-centric
approach, solidifying its position as a top choice in the competitive paint industry.

2.2 Analysis of Results

The data analysis from the field survey regarding customer satisfaction with Asian Paints
reveals predominantly positive perceptions among respondents. From the respondents'
profile (Table 2.1), it's observed that the majority of users are between the ages of 15 to
30, predominantly male, and located in Biratnagar City. This demographic insight
provides valuable context for understanding customer behavior and preferences.
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Regarding customer satisfaction with Asian Paints (Table 2.2 and Figure 2.1), the
majority of respondents express satisfaction with the company's products, services, and
immediate response to queries. While some respondents indicate areas for improvement,
such as average or below-average ratings, the overall sentiment is positive. This suggests
that Asian Paints has effectively met or exceeded customer expectations, contributing to
high levels of trust and loyalty among its customer base.

Furthermore, the recommendation data (Table 2.3 and Figure 2.2) indicate that a
significant majority (72%) of respondents recommend Asian Paints. This strong
endorsement underscores the company's reputation for quality, innovation, and customer
focus, positioning it as a preferred choice in the paint industry.

Overall, the analysis highlights Asian Paints' success in delivering quality products,
responsive customer service, and positive customer experiences. The findings emphasize
the importance of continuous monitoring and improvement efforts to sustain and further
enhance customer satisfaction levels in the future, ensuring the company's continued
success in the competitive market.

2.3 Findings

The findings of the study, based on the analysis of data collected from respondents,
highlight several key insights regarding customer satisfaction with Asian Paints:

 Respondents' Profile: The survey encompassed a diverse group of individuals,

with the majority falling within the age range of 15 to 30 years and predominantly
male. Additionally, a significant portion of respondents resided in Biratnagar
City, providing valuable demographic context for understanding customer
behavior and preferences.
 Customer Satisfaction: The majority of respondents expressed satisfaction with
Asian Paints' products, services, and immediate response to queries. Positive
perceptions were predominant, with a significant portion rating the company's
performance as Very Good or Good. This indicates a high level of trust and
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loyalty towards the brand, suggesting that Asian Paints has effectively met or
exceeded customer expectations.
 Recommendation Rate: A substantial majority of respondents (72%)
recommended Asian Paints, emphasizing the company's reputation for quality,
innovation, and customer focus. This strong endorsement underscores Asian
Paints' position as a preferred choice in the paint industry, solidifying its
competitive advantage and market presence.
 Continuous Improvement: While the overall satisfaction levels are positive, there
are areas for improvement identified by a minority of respondents. Addressing
concerns raised by these individuals and implementing continuous monitoring and
improvement efforts will be essential for sustaining and further enhancing
customer satisfaction levels in the future.
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CHAPTER III

SUMMARY AND CONCLUSION

3.1 Summary

The study aimed to assess customer satisfaction with Asian Paints, a leading paint
company, by examining various factors influencing satisfaction levels. It began with an
exploration of customer satisfaction's significance, emphasizing its role in building
loyalty and driving business success. The study identified Asian Paints as a prominent
player in the industry and outlined the objectives to measure customer satisfaction and
consciousness levels.

The literature review provided a comprehensive overview of factors influencing customer

satisfaction, including product quality, pricing, customer service, brand reputation, and
environmental considerations. Previous studies highlighted the importance of these
factors in shaping customer perceptions and behaviors in the paint industry.

The research methodology involved a descriptive research design, with data collected
from 100 respondents using structured questionnaires. Data analysis included descriptive
statistics and inferential tests to interpret findings.

The findings revealed predominantly positive perceptions of Asian Paints among

respondents, with the majority expressing satisfaction with the company's products,
services, and immediate response to queries. A significant proportion also recommended
Asian Paints, highlighting its reputation for quality, innovation, and customer focus.

Overall, the study underscored the importance of continuous improvement to sustain and
enhance customer satisfaction levels. Addressing concerns raised by a minority of
respondents and implementing monitoring and improvement efforts were identified as
essential strategies for Asian Paints' future success in the competitive market.
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3.2 Conclusion

In conclusion, the study on customer satisfaction with Asian Paints has provided valuable
insights into the perceptions and experiences of customers towards the company's
products and services. Through data analysis and interpretation, it is evident that a
significant majority of respondents express satisfaction with Asian Paints, highlighting
the company's success in meeting or exceeding customer expectations. The findings
underscore the importance of factors such as product quality, customer service, and brand
reputation in shaping customer satisfaction levels. Additionally, the high
recommendation rate emphasizes Asian Paints' strong position in the market and its
reputation for quality and innovation. However, the study also identifies areas for
improvement, suggesting the need for continuous monitoring and improvement efforts to
sustain and enhance customer satisfaction levels in the future. Overall, the study
contributes to the understanding of customer satisfaction dynamics in the paint industry
and provides valuable insights for Asian Paints and other companies seeking to enhance
their customer experiences and maintain a competitive edge.
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