project nerolac consumer behaviour

PROJECT REPORT

PREFACE

As a partial fulfillment of two years MBA Programme it is a requirement for

award of MBA degree that we should go through a partial training for six weeks.

So, in this regard, we the participants of MBA get ourselves attached to

somewhere in the organization.

Then either we choose for ourselves, a problem research, which is to be solved

during these weeks training programme or organization itself, give the problem for

research. The problem research is generally chosen taking into consideration the

weakness of the organisation, so that finally when the findings of the research

come out through researcher, it helps the organisation to take remedial action.

As a participant of MBA having marketing specialisation, I joined Kansai Nerolac

Paints Ltd., where I wan assigned to conduct "Consumer Behaviour for Paints

Product with particular reference to Kansai Nerolac Paints Ltd., Gaya", I did my

six weeks Summer Training with full sincerity and devotion.

To complete such a study required grasp information from the market. I have

conducted a detailed market survey in the city of Gaya, I had gone through several

residential area and collected information regarding the Premium emulsion

especially about Excel emulsion.

The aim of the survey was to get through information regarding the product being

in the market and as per that information how a newly and competitive product can

be launched. My study deals with this.

L.N.Mishra College of Business Management, Muzaffarpur

PROJECT REPORT

I want to point out a very important aspect of this training that is right from the

stage of formulating the research problem to the stage of report writing, my

knowledge specially as regards to marketing research, has undoubtedly enhance.

It is not a criticism rather than an humble approach of a student of Business

Management to look into the various problems and may have deficiencies which

have incurred due to my lack of technical knowledge.

[Name]


PROJECT REPORT

ACKNOWLEDGEMENT

It is really precious & unforgettable span of time in my life that I am going to have

my Project Report. The project of such magnitude cannot be accomplished without

the assistance and the cooperation of several people exchange of ideas generates a

new object to work in a better way. I don't have words to express that how happy I

am today by having this project report, which has been totally completed with the

help of feeling and facts which I get during my training tenure.

First of all I am thankful to the almighty god for his invisible support to maintain

my will power.

It gives me immense pleasure to acknowledge my in debtness and deep sense of

gratitude to my Hon'ble teacher and Guide Mr. Vipin Kumar, (Asst. Professor)

L.N.Mishra College of Business Management, Muzaffarpur, without his scholarly

guidance, sympathetic and encouraging attitude. It would be not have possible for

me complete this study.

I owe special debt of gratitude to Mr. Uttam Kumar (ASM Bihar) for allowing

me or gave me golden opportunity to work with world's favourite brand having

second position in India. He gave me all the facilities to enables me to acquire as

much knowledge and experience while training.

I am extremely thankful to my project guide Mr. Vivek Kumar (Territory Sales

Incharge, Gaya) for providing me guidance and helpful information whenever

necessary in spite of his busy schedule.

I am also thankful to entire Nerolac family for making my experience most

memorable one.


PROJECT REPORT

I am thankful to my seniors and friends who helped me during my project by

providing their suggestions and encouragement.

I have deep sense of gratitude to my loving parents who deserve all appreciation

for making me able to approach to this stage. I have no words to dedicate my

heartiest pleasure to him whose energetic resource of all kinds of inspiration

invoke me and motivate in odd hours with my roots day till now.

Lastly and Finally I am thankful to my loving parents, who have continuously

inspired and blessed me.

[Name]


PROJECT REPORT

CONTENTS

Preface

Acknowledgement

Topic Page No

Chapter - 1 Introduction of the Study 01 - 05

(a) Objective of the Study

(b) Scope of the Study

(c) Methodology Used in the Study

(d) Limitation of the Study

Chapter – 2 Introduction of the Organization 06 - 35

(a) History of the Organization

(b) Financial Status of the Organization

(c) Product Profile of the Organization

(d) Competitors of the Organization

(e) Organizational Structure

Chapter – 3 Theoretical Aspect of Consumer Behaviour 36 - 47

Chapter - 4 " Consumer Behaviour of Paints in Gaya 48 - 56

Chapter – 5 Conclusion & Suggestions 57 - 65

Bibliography

Questionnaire


PROJECT REPORT

CHAPTER - 1

Introduction of the Study


(b) Scope of the Study

(c) Methodology used in the Study

(d) Limitation of the Study


PROJECT REPORT

INTRODUCTION OF THE STUDY

TOPIC

This project works deals with the topic “Study of the Consumer

Behaviour of Paints with special reference to Kansai Nerolac Paints Ltd.” in

Gaya market.


Every study is done with certain objectives. The study without objectives preset is

a futile exercise, as it will end in no conclusion.

In this competitive environment whole market is consumer oriented. This

time they are the king of the market. So, by this study I would like to know what is

there actual role into the market and what is their behaviour towards the products

and services are getting from respective companies.

Another objective is to study the level consumer's awareness about different

brands of paints and that time what is the role of consumers.

REGARDING THE QUALITY OF BRAND

To suggest measures to increase the market share Nerolac.

To know the market size of the 1st quality, 2nd quality, 3rd quality Enamel

oil bound distemper and automatic paints.

BUYING BEHAVIOUR OF THE CUSTOMER

To know the buying behaviour of the customer is very important for

company. Because the company has to determine its strategy according to the

buying behaviour to know customer behaviour information should be gathered

from the customer.

(b) To know the competitive service provided by different paints companies.


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(c) To know about the response for sales promotion schemes and

advertisement.

(d) To give some suggestions for improvement of the market share of Kansai

Nerolac Paints Limited.

Scope of the Study

The scope of the study for management student gets to apply all their theoretical

knowledge in the company’s summer training. During training they solve the

particular problem given by the company and come to know the various thing

practically.

The study gives the company a true and unbiased picture of its position and

standing in the Eastern Zone especially at Gaya Market and also its image in the

society.


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Methodology

For the preparation of project report especially in case of Marketing every steps

should be anticipated closely. In this anticipation of formulation there may arise

some problems, since these are two types of information.

(i) For Primary Information :

I have used personal interview method. This survey conducted on 150

consumers across Gaya Area. I used a set questionnaire containing some

questions for consumers. These data are expensive and time consuming but

these data are most important and reliable.

(ii) The Secondary Information :

This secondary data were collected from the internal sources (Company’s

Documents) of as well as some external sources (Paper & Magazines). This

collection of these data is for easier and less time consuming.


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Limitation of the Study

Limitations are always accompanied with any work. I had completed his study

within short span of 6 weeks & it was not possible to understand practically all

aspects of the subjects. Each and every factor has been carried out carefully as

much as possible limitation to the study are beyond control.

As all the primary data has been collected by discussion and interviews, there is a

choice of error as people hesitate in granting correct data and sometime exaggerate

the information. Although I tried to convince the respondents that the study is only

meant for academic purpose, some respondents were not ready to furnish other

information like competitors of nerolac products, how nerolac is better than other

products, regarding advertisement etc. The investigator hopes that the study will

yield dependable and useful results.


PROJECT REPORT

CHAPTER - 2

Introduction of the Organization

(a)History of the Organization

(b) Financial Status of the Organization

(c) Product Profile of the Organization




PROJECT REPORT

Introduction of the Organization

(a) History of the Organization

We embarked our journey in 1920 as Gahagan Paints and Varnish Co. Ltd. at

Lower Parel in Bombay. In 1930, three British companies merged to formulate

Lead Industries Group Ltd. In 1933, Lead Industries Group Ltd. acquired entire

share capital of Gahagan Paints in 1933 and thus, Goodlass Wall (India) Ltd. was

born.

Subsequently, by 1946, Goodlass Wall (India) Ltd. was known as Goodlass Wall

Pvt. Ltd. In 1957, Goodlass Wall Pvt. Ltd. grew popular as Goodlass Nerolac

Paints (Pvt.) Ltd. Also, it went public in the same year and established itself as

Goodlass Nerolac Paints Ltd.

In 1976, Goodlass Nerolac Paints Ltd. became a part of the Tata Forbes Group

on acquisition of a part of the foreign shareholdings by Forbes Gokak.

In 1983, Goodlass Nerolac Paints Ltd. strengthened itself by entering in technical

collaboration agreements with Kansai Paint Co. Ltd., Japan and Nihon Tokushu

Toryo Co. Ltd., Japan.

In 1986, Goodlass Nerolac Paints Ltd. turned into a joint venture of the Tata

Forbes and the Kansai Paint Co. Ltd., with the latter acquiring 36% of its share

capital.

In 1999, Kansai Paint Company Ltd., Japan took over the entire stake of Tata

Forbes group and thus KNP became a wholly owned subsidiary of Kansai Paint

Company Ltd.


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In 2006, on the 11th of July, Goodlass Nerolac Paints Ltd. name has been changed

to Kansai Nerolac Paints Ltd.

During the journey of continuous performance excellence, we have entered in to

many technical collaborations with other industry leaders such as E.I. Du-Pont de

Nemours & Company Inc., USA and Oshima Kogya Company Ltd., Japan for our

different products.

Our incessant journey of successes will go on backed by our present human asset

of over 2000 professionals and a sales turnover of Rs. 1484 crores

We are esteemed to be a subsidiary of Kansai Paint Company Limited, which is

the largest paint manufacturing company in Japan and among the top ten coating

companies of the world.

We are the second largest coating company in India with a market share of over

20%.

We are the market leader in industrial / automotive segment supplying over 90%

of the OEM requirements.

We are the leader in powder coatings.

Vision Values and Culture

In today’s dynamic business environment, no organization can afford to survive

without a well-articulated and carefully thought vision stating the overall strategic

direction and long-term future of its business.

We have been at the forefront of paint manufacturing over eight decades

pioneering a wide spectrum of quality products that change the face of economy

and lifestyles of people at large.


PROJECT REPORT

It is our vision to leverage global technology, for serving our customers with

superior coating systems built on innovative and superior products and world

class solutions, to strengthen our leadership in Industrial coatings and propel

for leadership in Architectural coatings, all to the delight of our stakeholders.

We firmly believe that it is not only the vision of where we wish to go which will

form a cornerstone of all our further growth, but also our conviction to the fact that

the values based proposition has to be ultimate foundation of our business.

To this end we consciously have internalized and been practicing these values in

all our business transactions though human beings:

Innovation

Entrepreneurial

Responsive

Simplicity

Team Orientation

Cultural Ethos

Vision driven organization

Employees feel pride in being part of the organization

Recognition of human resources as extremely important and critical assets

High level of human dignity

Transparency and openness among employees at all hierarchical levels

Performance-linked reward system

Management and employee commitment to organization values is high

Autonomy in work is high

High commitment to quality products

The Quality Policy

It is the philosophy of Kansai Nerolac Paints Ltd., and its associates to achieve

complete customer satisfaction by providing products and services that


PROJECT REPORT

consistently meet or exceed the customer needs and expectations, pursuant to

agreed specifications, delivery schedules and competitive prices. It is the

philosophy of the company to systematically operate its manufacturing facilities

by inculcating commitment to total quality management at all levels and on a

continuous basis with a view to achieving “First Time Right” results in

manufacture, services and other operations.

It is the company’s aim to constantly reduce waste of material and effort, increase

efficiencies and ensure safety of plant and people and protection of the

environment.

Open Door Policy

Working together requires that we have a friendly atmosphere based on trust and

respect amongst all of us.

At Nerolac we follow an Open Door policy. Any person is free and welcomed to

share good idea, suggestion, doubt, problem about job or work place, or

uncertainties about one’s future in the organization. An open and transparent

communication is appreciated.

Social Responsibility

The company continues to make its due contribution to community relief and

development activities and has donated both in cash and kind for the beautification

of some public places in Mumbai and elsewhere. The company continued its

activities directly or indirectly through trusts/agencies in community Development

and Social Welfare including contributions towards national defense, medical help,

education, improvement of environment etc.


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Organizational Strengths

An organization is not set on pillars of brick and concrete but is set on strong

inherent characteristics that make it strong for years!

Nerolac is carrying on strong since 1920. Following are its strengths that have

kept this company in good faith.

Strong vision and values

Nerolac is a company with very clear and well-defined vision and very strong

values. Clarity of vision and strong foundation of cultural values have always kept

this company in good stead. Its ethical conduct has always guarded it against any

possible traps and pit falls.

We have made sure that the distribution hurdles and the climatic vagrancies do not

affect the quality of our services. This same commitment will ensure that Kansai

Nerolac will march towards its centennial year, fully dedicated and invigorated, in

step with the exciting wave of industrialization and modernization pervading

through the new India.


PROJECT REPORT

(B) Financial Status of the Organization


PROJECT REPORT

(C) Product Profile of Kansai Nerolac Paints Ltd.

Products

Decorative Paints Industrial Paints

Decorative Paints

(1) Walls

Interior

Water Based Paints

EMULSION

Nerolac Impression 24 Carat Premium Luxury Emulsion

Product Description

Nerolac Impression 24 Carat Premium Luxury Emulsion is a premium quality

Architectural coating specially formulated by using pure acrylic latex, and high

opacity micronised pigments so as to impart smooth velvet finish, with excellent

washability.

Performance Features & Benefits

Smooth Velvety Finish with Sheen

Excellent Flow & Brushability

Excellent Washability & Stain Resistance

Very good Antifungal Resistance

Ease of application

Low odour.

Nerolac Impression Metallic

Product Description

Nerolac Impression Metallic is a premium quality water base special effect


PROJECT REPORT

designer series range that creats a variety of special effects and textures on

interior walls and is based on pure acrylic emulsion


Smooth Velvety Finish with Sheen

Excellent Flow & Brushability

Excellent Washability & Stain Resistance

Very good Antifungal Resistance

Ease of application

Low odour.

Good aesthetic look

Can make various designs with different application tools

Nerolac Disney Emulsion

Description:

Nerolac Disney Emulsion is a water-based, premium super luxury interior wall

finish. It provides a distinctly rich, velvety smooth with exquisite satin finish.

Ideal base coat for Disney stencil application and for superior results.

Properties:

It offers excellent washability and superior stain resistance. No added lead,

mercury or chromium compounds.

Designs:

Nerolac Disney Emulsion has beautiful designs of Micky & family, Pooh and

Princess.

Packaging:

Nerolac Disney Emulsion is available in 1lt attractive pack. Along with this

one set each of stencil kit and tool kit is required for one complete design.


PROJECT REPORT

DISTEMPER

Nerolac Beauty Premium Acrylic Distemper

Product Description

Nerolac Beauty Premium Acrylic Distemper is supplied in paste

form, and it can be used for the decoration of fully matured plasterwork,

concrete, brickwork and asbestos surfaces. The paste is bound with a stable

acrylic medium.


Premium Acrylic Distemper

Ease of application

Good washability

Eye soothing matt finish.

Nerolac Beauty Acrylic Distemper

Product Description

Nerolac Beauty Acrylic Distemper is supplied in paste form, and it can be used

for the decoration of fully matured plasterwork, concrete, brickwork and

asbestos surfaces. The paste is bound with a stable acrylic medium.


PROJECT REPORT


Economical Distemper

Ease of application

Good washability


Nerolac Beauty Oil Bound Distemper

Product Description

Nerolac Beauty Oil Bound Distemper is supplied in paste form and it can be

used for the protection and decoration of fully matured plasterwork, concrete,

brickwork and asbestos surfaces. The paste is bound with a stable oil emulsion

medium.


Ease of application.

Good washability


Solvent Based Paints(i) Nerolac Pearls Lustre Finish

Nerolac Pearls Lustre Finish

Brand Name

Nerolac Pearls Lustre finish is a Special Interior Wall paint that captures the magic

glow of pearls and the intrinsic resilience of the shell. Thus, this paint very rightly

stands for "Ornamentation for walls". This is a special product for interior use,

developed by incorporating selected pacifying pigments dispersed in a specially

formulated medium.


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Silky finish with pearly sheen

Excellent stain resistance

Very good washability

Good applicability

Tough and hard film.

ENAMEL

Nerolac Synthetic Enamel

Product Description

Nerolac Synthetic Enamel is a time tested and proven, high quality alkyd based

enamel incorporated with best quality opacifying and light fast pigments.


Excellent Water Repellency

Good Stain Resistance

Excellent flow characteristics to form smooth and uniform finish

Excellent Hardness and Durability

Excellent Gloss.

Nerolac Satin Enamel

Product Description

Nerolac Satin Enamel is specially formulated to give an excellent smooth

finish resembling the smoothness of satin to masonry, wood and metal

surfaces. It can be easily cleaned to give new look to the surface.


Very smooth satin like appearance


PROJECT REPORT

Good wash ability

Very good flow and brush ability

Hard durable film.

Nerolac Impression Hi-Performance Enamel

Product Description

Nerolac Impression Hi-Performance Enamel is a specially designed coating having

a judicious blend of high quality resin & light fast pigments. It is recommended for

suitably primed interior & exterior wooden, masonry and metal surfaces.


Super sleek and shiny finish with special anti-fungal formula to provide

protection from fungus.

Excellent gloss and gloss retention.

Excellent colour and colour retention


Excellent durability

Up to 30% more coverage than popular enamels.

FLAT OIL

Nerolac Synthetic Flat Paint Interior

Description: Nerolac Synthetic Flat Paint Interior is a ready to use paint for wall

& ceilings incorporating high opacity pigments dispersed in a synthetic resin

medium. This product can be blended with Nerolac Synthetic Enamel in various

proportions to obtain different sheen levels as desired.

Properties: Nerolac Synthetic Flat Paint Interior can be easily applied on interior

walls which when dried gives a pleasant velvet matt finish. The dried film provides

a very hard wearing surface. It can be regularly cleansed without detriment to its

appearance. The matt finish is useful in minimizing the uneven appearance of

ceiling & wall surfaces. It is best suited for decoration of ceiling & wall surfaces


PROJECT REPORT

where a matt finish combined with long-term durability is an essential

requirement.

Packing: The choice of packs that are offered to the consumer are 20 litre drums,

4 litre & 1 litre tins.

Exterior

Nerolac Impression Excel Anti Peel Acrylic Exterior Paint

Product Description

Nerolac Impression Excel Anti Peel Acrylic Exterior Paint is premium water

based, high performance, long lasting exterior paint, formulated to suit the extreme

tropical conditions of high rainfall, humidity and heat. The product is based on

100% Acrylic resin and hence it forms a tough and flexible protective film, with an

excellent bonding to the substrate, which prevents peeling off or cracking for years

together. Nerolac Impression Excel Anti Peel Acrylic Exterior Paint contains a

unique combination of surface protectants, which are released slowly over a long

period of time. This actively helps not only to prevent the fungal and algae growth,

but also, ensures constant surface activity against these irritants for a long period.


Excellent out-door durability

Very good colour retention

Faster drying

Smooth & Matt to Slight Sheen finish

Excellent resistance to fungal and algae growth

Easy to apply and maintain

Superior washability & scrub resistance

Very wide range of beautiful colours

Very good coverage thus good value for money.


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Nerolac Impressions Excel Total All in One Acrylic Exterior Emulsion

Product Description

Nerolac Impressions Excel Total All In One Acrylic Exterior Emulsion is high

performance premium water based, long lasting exterior paint, with UPF

(Ultimate Paint Formula). It is formulated to suit the extreme tropical

conditions of high rainfall, humidity and heat. The product is based on 100%

Acrylic resin and hence it forms a tough and flexible protective film, with an

excellent bonding to the substrate, which prevents peeling off or cracking for

years together. It contains special type of emulsion which gives Excellent Dirt-

pickup Resistance and Excellent Sheen. 1`All In One Acrylic Exterior

Emulsion contains a unique combination of surface protectants, which are

released slowly over a long period of time. This actively helps not only to

prevent the fungal and algae growth, but also, ensures constant surface activity

against these irritants for a long period. It also offers a 7 year warranty*


Excellent Dirt Pick up Resistance

Excellent resistance to fungal and algae growth

7 year warranty*

Excellent out-door durability

Very good colour retention

Smooth & High Sheen finish

Easy to apply and maintain

Superior washability & scrub resistance

Very wide range of beautiful colours

Very good coverage thus good value for money.

Nerolac Suraksha Advanced Plastic Exterior Paint


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Product Description

Nerolac Suraksha Advanced Plastic Exterior Paint is an economical water

thinnable coatings, specially designed for application on exterior walls in dry or

moderatey humid climatic conditons. It has good Washability, Anti-Algal & Anti

Fungal properties.


Economical water thinnable coating

Better outdoor durability

Smooth and pleasing finish with Sheen

Performance much superior to cement paint

No need of curing.

Nerolac Suraksha Plastic Exterior Paint

Product Description

Nerolac Suraksha Plastic Exterior Paint is an economical water thinnable coatings,

specially designed for application on exterior walls in dry or moderatey humid

climatic conditions. Nerolac 'Suraksha' is much superior to normal cement paint

coatings in respect to exterior durability, finish, washability and resistance to

fungus / algae.


Economical water thinnable coating

Better outdoor durability

Smooth and pleasing finish

Performance much superior to cement paint

No need of curing.

TEXTURED

Nerotex Matt Decorative And Protective Exterior Finish


PROJECT REPORT

Product Description

Nerotex matt wall finish is a water-based product that gives a high performance,

textured finish coating. It is specially formulated by using Light fast pigments,

special type thermoplastic resin medium, fine and tough aggregates like inert

silica, unique additives to resist fungus, algae and mould growth. It protects the

exterior surfaces from rain, sun, dust.


Very good exterior durability

Matt and textured finish

Good resistance to fungus, algae and moulds

Good flexibility and adhesion

Good washability

CEMENT

Nerocem with Titanium+

Product Description

Nerocem with Titanium + is available in powder form. It is an economical exterior

product specially formulated by using best quality white cement and other

ingredients to get an economical exterior product. It is useful for the protection and

decoration of the surfaces.


Easily mixable with water

Superior water repellency

No cracking, flaking or peel off

Excellent hiding power

Ease of application by brushing.


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NEROLAC IMPRESSION EVER LAST SELF CLEANING

Nerolac Impression Everlast Self Cleaning

Product Description

Nerolac Everlast with pliolite is a specially designed solvent based exterior

coating having superior properties with respect to protection of masonry surfaces

from aggressive environmental conditions. It is formulated by using ideal

combination of true pigments and special type of extenders, dispersed in a

balanced combination of different grades of Styrene Acrylate Resins and

plasticized with ultra violet stabilized grade of plasticizer.



Excellent adhesion to masonry surfaces

Very good alkali resistance

Unique breathable film properties

Self cleaning characteristics

Very good resistance to mould growth

Can be applied on freshly constructed masonry surfaces.

(2) Woods

(I) 1K PU

Variants - Gloss, Matt

Type of Coat - Top Coat

Features - Good Gloss, Easy to Use, Good Value for Money

Usage - Wood, Veneer

(II) Mel'mine

Variants - Gloss, Matt, Thinner


Features - Excellent Finish, Quick Drying, Compatible to all base coats, Non Yellowing

Usage - Wood, Veneer, MDF


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(III) 2K PU

Variants - Gloss, Matt, Sealer, Thinner


(IV) PU Interior +

Variants - Gloss, Matt


(V) Multisealer

Variants - NA

Type of Coat - Base Coat

(VI) Water Clear Lacquer

Variants - NA

(VII) Wood Stains

Variants - NA

Type of Coat - Color

(VIII) NC Sanding Sealer

Variants - NA


Features - White & opaque in appearance, Quick Drying

(IX) NC Wood Filler

Variants - NA


Usage - Wood, Veneer, MDF

(X) NC Thinner

Variant - NA


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Type of Coat - Thinner

Features - Compatible with NC & Melamine based products

(3) Metals

Nerolac Impression Hi-Performance Enamel

Product Description

Nerolac Impression Hi-Performance Enamel is a specially designed coating

having a judicious blend of high quality resin & light fast pigments. It is

recommended for suitably primed interior & exterior wooden, masonry and

metal surfaces.


Super sleek and shiny finish with special anti-fungal formula to provide

protection from fungus.

Excellent gloss and gloss retention.

Excellent colour and colour retention



Up to 30% more coverage than popular enamels.

Nerolac Satin Enamel

Product Description

Nerolac Satin Enamel is specially formulated to give an excellent smooth finish

resembling the smoothness of satin to masonry, wood and metal surfaces. It can

be easily cleaned to give new look to the surface.


Very smooth satin like appearance

Good washability

Very good flow and brushability

Hard durable film.


PROJECT REPORT

Nerolac Synthetic Enamel

Product Description

Nerolac Synthetic Enamel is a time tested and proven, high quality alkyd based

enamel incorporated with best quality opacifying and light fast pigments.


Excellent Water Repellency

Good Stain Resistance


Excellent Hardness and Durability

Excellent Gloss.

INDUSTRIAL PAINTS

Automotive Coatings

Kansai Nerolac is the Market Leader in the automotive coating segment in India

with a market share of over 60% with global technology acquired from Kansai

Paint Co. Ltd, Japan. Kansai Nerolac offers the latest technology in automotive

painting systems to the Indian automotive industry.

Automotive Coatings of Kansai Nerolac have been tested and certified by global

automotive manufacturers who have set up base in India, like:

Suzuki Motors

Honda Motors

Toyota Motors

Ford Motor Company

General Motors Corporation

IVECO Motors

Peugeot


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Through its various strategic collaborations, Kansai Nerolac offers a total painting

system to auto makers in India with a range of products, starting from Pretreatment

Chemicals, Electro Deposition Primers, Intermediate Coats/primer Surfacers, Solid

& Metallic Top Coats, Clear Coats Touch-up Paints.

The product range is backed up by a strong technical service network of experts

placed at customers’ end, training programs, VA/ VE activities in co-ordination

with customers resulting in ultimate delivery of optimized painting solutions.

Kansai Nerolac has tie-up with the global players for product range offered to

automotive and industrial customers. Kansai Nerolac has entered into

collaboration with the following players for specific product range:

Company

Product Category

Kansai Paint Co., Japan

ED Primers, Automotive & Industrial Coatings

Nihon Parkerizing, Japan

Pre-Treatment Chemicals

Oshima Kogyo, Japan

Heat Resisting paints

Ameron, USA

High Performance Coatings

Product Range:

Pretreatment (PT) chemicals

Degreasing chemicals - High Temp. / Low Temp.

De-rusting chemicals

Phosphating Chemicals - Di-cationic and Tri-cationic

Activation and Passivation chemicals

Surface Conditioners

Pretreatment Chemicals for plastics


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Electro Deposition (ED) Primers

Polybutadiene Resin Based Anodic Electrodeposition Primer

Epoxy Resin Based Cathodic Electrodeposition Primer

Acrylic Resin Based Cathodic Electrodeposition Primer

Intermediate Coats / Primer Surfacers

Conventional Primers, based on - Alkyd-Amino Epoxy Polyester amino

Polyurethane

The Intermediate Coats are available in White, Light Grey, Dark Grey, Red, Blue

and other specific colours as required by OE manufacturers.’

Top Coats

Solid Colours, based on -

Alkyd-Amino, TSA Polyester amino, Polyurethane

Metallic / Mica, based on -

Polyester, Thermo-setting Acrylic, Polyurethane

Clear Coats

Acrylic amino

2K acrylic urethane

Alkyd-Amino

Polyester / Acrylic

Silane based Mar Resistant

Touch-Up Paint

Nitro-cellulose Acrylic based paint

Quick Drying Acrylated based paint

Polyrethane based paint


PROJECT REPORT

The entire range of products from Primers to Top Coats are available as per

customers' specific colour/performance need.

General Industrial Coatings

The paint manufacturing industry is moving ahead by leaps and bounds, and

setting the momentum is Kansai Nerolac Paints. A pioneering R&D, ensures we

manufacture a wide spectrum of paints that change the face of the industry in

India.

Our product spectrum offers a comprehensive coating system starting from P.T.

Chemicals, Primers, Top Coats & Lacquers, Coil Coats, Heat Resistant Paints,

Metal decoration coating, etc.

High Performance

It is amazing how often the havoc wreaked by the ravages of corrosion goes

unnoticed, even though rough estimates put the corrosion losses in India at a

whopping Rs. 4000 crores a year!

Powder Coating

Polycoat Powders Ltd.

Polycoat Powders Ltd., is an associate company of M/s. Kansai Nerolac Paints

Ltd., occupying the No.1 position in the powder coating segment in India.

Polycoat Powders Ltd. is an ISO-9001 certified company and is engaged in the

manufacture of Thermosetting Powder Coatings since 1984. The powders are

manufactured in technical collaboration with Kansai Paints - Japan which is

among the top 10 Coating companies in the world. The manufacturing facilities

for Powder Coating are at Lote Parshuram in Ratnagiri district, Maharashtra & at

Bawal,Haryana.


PROJECT REPORT


Kansai Nerolac Paints Ltd. is a Company of 1320 crore turnover. Company is

giving its service from more than eight decades. In the market company is

prevailing with great impact in the mind of customers. Now - a - days KNP Ltd.

has to face caught throat competition in the market because there is a large no. of

competitors. In both the segment Decorative and Industrial, Its competitors are as

follows :-

Decorative Industrial

Asian Paint ICI

Berger Paint Berger

Jensons & Nicholson Paint Rajdoot

Shalimar Paint Dupont

ICI Paint Modi

Modi Paint

Now, here are some of the competitors products and its brand name.

ASIAN

Premium Emulsion - Royale

Premium Exterior Emulsion - Apex

Washable Distemper - Tractor

Exterior Plastic Paint - Ace.

Synthetic Enamel - Apcolite


PROJECT REPORT

BERGER PAINTS

Premium Emulsion - Luxol Silk

Premium Exterior Emulsion - Weather coat.

Washable Distemper - Bison

Exterior Plastic Paint - Wall Masta

Texturised Finish Exterior - Weather coat Texture

Synthetic Enamel - Luxol

Coment Base Paint - Durocem

ICI

Premium Emulsion - Velvet Touch

Premium Exterior Emulsion - Weather Shield

Washable Distemper - Maxilite

Exterior Plastic Paint - Dulux

Texturised Finish Exterior - Supercoat

Synthetic Enamel - Dulux

Coment Base Paint - Farcocem


PROJECT REPORT


A sale organization is both an orienting point for co-operative endeavor and a

structure of human relationships. It is a group of individuals striving jointly to

reach qualitative and bearing formal and informal relations to one another.

Existence of a sales organization implies the existence of patterns of relationships

among subgroups and individuals established for purposes of facilitating

accomplishment of the group's aims.

A good and efficient sales organization is the foundation for execution of sales

policy and sales programme.

The concept of organizational structure is somewhat abstract and illusive.

However it is real and effects everyone in the organization.

According to March and Siman, "Organizational structure consists of those aspects

of pattern of behaviour in the organization that are relatively stable and change

only slowly."

It facilitates the growth of the organization. It stimulates creative thinking and

initiative by proving well defined are of work with provisions for development of

new and improved ways of working.


PROJECT REPORT

Organizational Structure


Managing Director

Vice-President, Sales

Zonal Manager(East)

Zonal Manager(West)

Zonal Manager(North)

Zonal Manager(South)

R.S.M R.S.M R.S.M R.S.M

Unit Head, Bihar & Nepal

Unit Head, Jharkhand

Unit Head, Orissa

Territory Sales Incharge



PROJECT REPORT

CHAPTER - 3

A THEORETICAL ASPECT OF CONSUMER

BEHAVIOUR


PROJECT REPORT

A THEORETICAL ASPECT OF

CONSUMER BEHAVIOUR

CONSUMER BEHAVIOUR

PRODUCT :- Anything that can be offered to a market for attention.

Acquisition, use or consumption and that might satisfy a want

or need.

CONSUMER :- Persons that have need as well as ability and authority to

purchase that goods and services.

CONSUMER BEHAVIOUR

Ther term "Consumer Behaviour" refers to the behaviour that consumer display in

search for purchasing, using evaluation and disposition of products and services

that they expect will satisfy their needs. The study of consumer behaviour is the

study of how individuals make decisions to spend their available resources (time,

money, effort) on consumption related items. It include the study of what they buy,

why they buy it when they buy where they buy it, how often they buy it and how

often they use it. In this process the consumer deliberated within himself before the

finally makes a purchase or more.

This deliberation relates to many variables and is aimed to solving consumption

problem. Among these problems the first and foremost is to decide whether to

spend money or to save it.

Once a decision is taken to spend money the second problem is to decide what to

buy because the resources are limited and needs are multiple. Therefore needs are

to be marked in priority terms.


PROJECT REPORT

During my study I found that how consumers make a decision for buying a

product.

Models of consumer behaviour

The bayer's characteristics and decision process lead to certain purchase decision.

The marketers task is to understand what happens in the buyers consciousness. The

buyers' behaviour is stimuli response between the arrival of outside stimuli and the

buyers' purchase decision.

Marketing

stimuli

Other stimuli Buyers'

characteristics

Buyers' decision

process

Buyers'

decision

Product

Price

Place

Promotion

Economic

Technological

Political

Cultural

Cultural

Social

Personal

Psychological

Problem Recognition

Information Search

Evaluation of

alternative

Purchase decision Post

Purchase behaviour

Product choice

Brand choice

Dealer choice

Purchase

Timing

Purchase

amount

A consumer buying behaviour is influenced by cultural, social, personal and

psychological factors exerts the product and deppest influences.


PROJECT REPORT

It may be shown as follows :-

Factors

Cultural Social Personal Psychological

Cultural Sub-Cultural Social Class Factor Factor Factor

Reference Group Family Rules and Status

Age & Stage Occupation & Economic Personal and Life StyleLife Cycle Circumstances Self concept & Values

Motivational Learning Perception Believes & Attitude

Culture Factors :-

Culture factors have great impact on consumer behaviour. The roles played by the

buyer's culture, subculture and social class are particularly.

Culture :-

Culture is the most fundamental determinants of a person's wants and behaviour.

The growing child acquires a set of values, perceptions, preference and behaviour

through his or her family and others key institutions. A child growing up in

America is exposed to the following values i.e. achievement and success, activity


PROJECT REPORT

efficiency, practical progress material comfort, individualism, freedom external

comfort, humanitarianism and youthfulness.

Sub Culture :-

Each culture consists of smaller sub-culture that provide more specific

identification and socialization for their members, sub-culture includes

nationalities, religious, radial group and geographic regions, many sub-cultures

make important market segment and marketers often design product and market

programs according to their needs.

Social Class :-

Virtually all human societies exhibit social stratification. Stratification sometimes

takes the form of a caste system where the members of different caste are reared

for certain roles and cannot change their caste membership. More frequently

stratification takes the form of social classes. Social classes are relatively

homogenous and enduring divisions in a society, which are hierarchically ordered

and whose members share similar values, interests and behaviour.

Social classes are divided into seven terms :-

Upper - upper class

Lower - upper class

Upper - middle class

Middle - Class

Working Class

Upper - lower classes

Lower-lower class

(2) SOCIAL FACTORS :-

A consumer behaviour is also influenced by such social factors as reference group,

family, role & status.


PROJECT REPORT

Reference Group :-

Many groups influence a person's behaviour. A person's behaviour group that have

a direct or indirect influence on the person's attitudes and behaviour. Groups

having a direct influence of a person are called membership groups. These are

groups to which the person belongs and interacts. Some are primary groups such as

family, friends neighbours with which the person interacts fairly continuously.

Primary groups tend to be informal. A person also belongs to secondary groups

such as religious, professional and trade union groups which tend to be more

formal and require less continuous interaction.

People are also influenced by groups in which they are not members. Groups to

which a person would like to belongs are called inspirational groups.

Family :-

Most consumers belong to a family group. They influence the pattern of

consumption. Buying habits creates by family influences. The members of the

family play different roles as for deciding, purchaser and user. The housewife may

act as a mediator of products that satisfy wants and desires of the children. Many

question arise in the whole family but a marketer has to think that who is the main

purchaser of family.

In the case of expensive products services, husband and wives engage in more

joint decision making. The marketers need to determine which member normally

has the greater influence in choosing various products often it is a matter of who

has more power or expertise.

Here are Typical product patterns

Husband dominant :- Life insurance, Automobiles, T.V.

Wife dominant : - Washing Machine, Furniture, Kitchenware

Equal :- Vacation, Housing, Outside entertainment.


PROJECT REPORT

Roles and Status :-

A person participates in many groups :- family, clubs and organization. The

person's position in each group can be defined in term's of roles and status. A role

consists of the activities that a person is expected to perform. Each role carries a

status. A supreme court justice has more status than a sales manager and a sales

manager has more status than an office clerk. People choose products that

communicate their role and status in society. Thus company drive Mercedes, wear

expensive suits and drink chives regal scotch. Marketers are aware of the status

symbol potential of products and brands.

PERSONAL FACTORS :-

A buyer's decisions are also influence by personal characteristics not by the buyer's

age and life stage, occupation, economics circumstances, lifestyle and personality

and self concept.

Age and Life cycle stage :-

People buy different goods and services over their lifetime. The eat baby food in

the years, matured foods in the growing and mature years, and special diets in the

latter years. People's taste in clothes furniture and recreation is also age related.

Consumption is also shaped by the stage of the family life cycle. Marketers often

choose life cycle groups as their target market.

Some recent work has identified psychological life cycle stages. Adults experience

certain "passages" or transformations as they go through life markers pay close

attention to changing life circumstances divorce widowhood remarriage and their

effect on consumption behaviour.

Occupation :-

A person's occupation also influences his or her consumption pattern. A blue collar

worker will buy work clothes work shoes, lunch box. A company's president will


PROJECT REPORT

buy expensive suits, air travel, country club membership and a large sail boat.

Marketers try to identify the occupational groups that above average interest in

their product and services. A company can even sexualize their computers

software companies will design different computers software for brand manager,

engineers, lawyers and physicians.

Economic Circumstances :-

Product choice is greatly affected by ones economic circumstances. People's

economic circumstances consists or their spendable income, its level stability and

time pattern, saving and assets including the percentage that is liquid debts,

borrowing power and attitudes towards spending versus saving.

Lifestyle :-

People coming from the same sub-culture, social class and occupation may lead

quite different lifestyles. A person's life is the person's pattern of living in the

world as expressed in the person's activities, interest and opinions. Lifestyle

portrays the "whole person" interacting with his or her environment. Marketers

will search for relationship between their product and lifestyle groups. A computer

manufacturer may find that most computer buyers are achievement oriented. The

marketer may then aim the brand more clearly at the achiever lifestyle.

Personality and Self-concept

Each person has a distinct personality that will influence his or her buying

behaviour. By personality we mean the person's distinguishing psychological

characteristics that lead to relatively consistent and ending responses to his or her

environment. Personality is usually described in terms of such facts as self

confidence, dominance, autonomy difference, sociability, defensiveness and

adaptability.


PROJECT REPORT

(4) Psychological Factors

A person's buying choices are influenced by four major psychological factors

Motivation,

Perception

Learning and Beliefs

Attitudes

Motivation :-

A person has many needs at any given time some needs are biogenic they arise

from psychological states of tension such as larger, thirst, discomfort. Other needs

are psychogenic ; they arises from needs are psychogenic they arises from

psychological states of tension such as the need for recognition, esteem, or

belonging. A need becomes motive when it is aroused to a sufficient level of

intensity. A motive is need that is sufficiently pressing to drive the person to act.

Perception :-

Perception is the process by which an individual organization select interprets

information, inputs to create a meaningful picture of the world.

Perception depends not only on the physical stumuli but also on the stimuli

relation to the surrounding field and on condition within the individual.

The key word is the definition of perception of individual. One person might

perceive a fast talking sales person as aggressive and in sincere, another as

intelligent and helpful. People can emerged with different perception of the some

object because of three perceptual process, selective attention, selective distortion

and selective retention.


PROJECT REPORT

Learning :-

Learning involves changes in an individual's behaviour arising from experience.

Most human behaviour learned learning theorists believe that learning is produced

through the interplay of desirous, stimuli, cues responses and reinforcement.

Beliefs and Attitudes :-

Through doing and learning people acquired beliefs and attitudes. These turns

influence buying behaviour. A belief is a descriptive thoughts that a person holds

about something.

Believes may be based on knowledge, opinion or faith. They may or may not carry

emotional charges, of course manufacturer are very interested in the beliefs.

People carry in their heads about their products and services.

An attitude is a persons enduring favourable or unfavourale evaluation emotional

feelings and action tendencies towards some object or ideas.

People have attitude towards almost everything politics clothes music, food.

Attitudes put them into a frame of mind of disliking and object moving towards or

away from it. Attitudes lead people to behave in fairly consistent way towards

similar object. People do not have to interpret and every object in a fresh way,

because attitudes economize on energy and thought, they are very difficult to

change. A person attitude settle into a consistent pattern to change a single attitude

may require major adjustment in other attitudes.

*************


PROJECT REPORT

CHAPTER - 4

Consumer Behaviour of Paints in Gaya


PROJECT REPORT

Consumer Behaviour of Paints in Gaya

FINDINGS :-

For the purpose of survey and collection of data the surveyor interviewed

customers, painters.

The findings derived from the analysis of the respondents relating to various

aspects of the study is explained below :-

1. When did you last use paint ?

YEAR % OF RESPONDENT

Last Year 39

2-3 Year 36.25

3-4 Year 06.08

4-Above 18.08

Note : This data is related and depend on a lot of factors as which type of paints

people use, its quality shades. Financial status special occasion etc.


PROJECT REPORT

2. Which brand for paints you prefer ?

NAME OF THE COMPANY % OF RESPONDENT

Nerolac 25%

Asian Paints 30%

Berger 20%

Others 25%


PROJECT REPORT

3. What are the reasons for using that product ?

REASON % OF RESPONDENT

Brand Name 11.5%

Price 20.5%

Quality 54.5%

Advertisement 10.5%

Max. Shade 0.3%


PROJECT REPORT

4. Who suggest you to buy the brand you are using ?

SUGGESTION % OF RESPONDENT

Self 32

Painter's Choice 40

Dealer/Retailer 28


PROJECT REPORT

5. Does advertisement influence you to buy a particular brand of paint ?

RESPONSE % OF RESPONDENT

Yes 48.9

No 41.0

Can't Say 10.1


PROJECT REPORT

6. Do you know KNP is Japanese Multi National ?


Yes 21

No 79


PROJECT REPORT

8. Do you know KNP is the 2nd largest paint company of India ?


Yes 10

No 90


PROJECT REPORT

9. Do you know KNP consumer scheme ?


Yes 18

No 82

********


PROJECT REPORT

CHAPTER - 5

Conclusion and Suggestions


PROJECT REPORT

Conclusion and Suggestions

During the last decade the increase in productions of paint is increasing in high

volume. With the changing of rapid Economy, domestic house and construction

work are going very fast.

This is a market, which shows such a boom. Before introducing a new product,

there is a need to know the growing market opportunities, competitor's

performance on that product and market demand. All this information is needed to

formulate market strategies and procure raw materials.

Customer satisfaction tracking will help to minimize the weakness and take

corrective steps to achieve the desired performance. It is the pillor of corporate

success. It is the gospel of today's business.

So, the study conducted by the researchers is so vital to the company as well as to

the researcher to understand the problem and prospects of existing product in the

existing market. From the analysis I found the following conclusion.

1. The first and most important thing is to strengthen the chain of

management.

2. Since Brand cast media found out to be the most important source of

information therefore nerolac should concentrate its promotional activities

towards television advertisement.

3. There is need to increase the sub dealers which could be done by motivating

the probable consumer with competitive price, schemes etc.


PROJECT REPORT

4. When the researcher asked which source of advertisement is more effective,

70% said TV and Radio, 20% said poster or hoarding, 10% said company

representative.

5. Approx 79% respondent did not know Kansai Nerolac Paints ltd. is

Japanese multinational company.

6. Approx 55% respondent consumer attitudes good about Nerolac product

regarding its quality.

7. When the researcher asked about complain regarding KNP products 90%

respondents said "No.".

8. Painters meeting is also not organised by the company at regular intervals

which results in the ignorance of Painters about KNPL products.


PROJECT REPORT

SUGGESTIONS :-

Company’s Representative should go in every sector of the market to demonstrate

their products & convince them by making them aware about the products price &

quality according the socio -economic & environmental factors.

Through this was public relation will develop & company may know about the

different aspects of socio - economic & environmental conditions which may

helpful in the further development of the products.

Regarding Public Relation

Consumer is the basic foundation of every business. When consumer see, thinks,

prefers and buys is of great importance to marketers to fine tune their marketing

offers and achieve high level of consumer acceptance and satisfaction.

Apart from business activities there is something, which increase the public

relation, that is “behavior”. It should be very cordial & affectionate which mount

pressure on sellers to increase the sales volume.

The various steps could be taken to increase public relation in Rural areas.

A. It is not possible for the company’s higher authorities to visit every look

& corner of the Rural market. So, it is the task of local representative to be in

regular interval, use telephonic task & mail.

B. At regular interval, product demonstration should be arranged at public.

place in Rural areas to make the people acquitted with the products

C. This face -to- face will be help to know the wants & desires of the

people & on the basis of which company can improve the products.

D. Conducting sellers meeting region wise or area wise will certainly help

in getting the problems of sellers face -to -face & a close contact between the

top management & the sellers will quickly & efficiently sort out many

problems of the sellers on the spot . These type of meeting certainly help the


PROJECT REPORT

sellers professionally & will help in increasing the dealership network of the

company.

E. As we know that painters influence the customers, the another step to

increase the public relation & boost the image of company is to conduct

workshop for painters. Most of the painters do not get any formal & systematic

training for painting. In this type of workshop the company should give technique

how to optimize the use of paints perfect combination of paints & thinners ,

the making the newer shades through mixing available shades etc. By these type

of workshop the company on one hand educated painters for the best use of

the paints on the others hand , will make goodwill among painters . Apart from

above suggestions as follows

(a) Some consumer says that, the range of KNP product are not available at

a particular time i.e. they switch over to another brands. So, product

range & required shades must be available at the big outlets.

(b) The 2nd quality product like goody must be improved in terms of quality

(c) Packaging should be in accordance with the urban socio-economic

conditions & people’s physiological set up.

(d) Online & telephonic consultancy regarding shades & optimum use of paint

should be provided

(e) The facilities given at the time of festivals should be made throughout the

years, if so then sellers get encouraged & sale will certainly go up.

*********


PROJECT REPORT

BIBLIOGRAPHY

Marketing Management : Analysis, Planning,

Implementation and Control

Prentice Hall Inc., Ninth

Edition by Kotlar, Philip.

Marketing Management : The Indian Context, Second Edition,

By Ramaswamy and Namakumari

Marketing Research : Seventh Edition, Prentice Hall

Inc., By Luck, David J. and Rubin,

Ronald S.

Sales Management : Eighteenth Indian Reprint,

Prentice Inc. by Still,

Richard R., Cundiff,

Edward W, sand Govoni,

Norman A.P.

Magazine : Business India & India Today

Website : www.nerolac.com


PROJECT REPORT

Questionnaire

Name : .......................................................................................................................

Address : ....................................................................................................................

....................................................................... Contact No. ........................................

Educational Qualification .........................................................................................

1. Occupation : ....................................................................................................

a) Service b) Business c) Retd. Person

d) House wife e) Student f) Other

2. Monthly Family Income

a) Upto Rs. 10,000 b) 10,000 to 20,000

c) 20,001 to 30,000 d) Above 30,000

3. When did you last use paint ?

a) Recently b) Last year

c) Last 2 year d) Last 3 year

e) Last 4 year f) Above 4 year

4. Which company Paint you have used previously ?

a) Nerolac b) Berger

c) Asian Paints d) Other

5. Reasons for your Preference for the brand (arrange them) ?

a) Brand Name b) Company Image

c) Quality d) Price

e) Scheme f) Advertisement

g) Friend/Relative h) Dealer's recommendation

i) Past Experience j) Painter's Choice

k) Other

6. Who suggest you to buy the brand you are using ?a) Self b) Relatives

c) Painter d) Dealer

7. Which type of paints you have used inside in your house ?a) Emulsion b) Distemper c) Cement Paint


PROJECT REPORT

8. If Emulsion which company product you have used ?

9. Which company's interior paints is durable ?

10. How much you satisfied with your interior/exterior paint of your house ?

a) Very satisfied b) Satisfied

c) Less Satisfied d) Not satisfied

11. Who takes the colour decision in your Family ?

a) Self b) Housewife

c) Children

12. Does advertisement influence you to buy a particular brand ?

a) Yes b) No

13. Which media is more effective to influence most your response ?

a) News paper/magazine b) Television

c) Hoarding d) Other sources

14. Do you know KNP is a Japanese Multination Company ?

a) Yes b) No

15. Do you know KNP is the 2nd largest paint company of India?

a) Yes b) No

16. Do you know KNP Consumer Scheme ?

a) Yes b) No

17. Have you find any complain in Nerolac Paint Product ?

..........................................................................................................................

..........................................................................................................................

18. Any suggestions for Nerolac Paint product

Excellent Good Average Poor

Quality

Durability

Price

Date : .....................

Place : .................... Signature of Surveyor
