Building Brand Equity

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Internship Report
Spring 2006
A research to explore customer satisfaction level of customer in context of Berger Paints Color Bank, Bangladesh.
Submitted by,
Md Assad Kibria (ID #0110234)
Submitted to,
Mr. Sohel Islam
School of Business
Independent University, Bangladesh
April 30th, 2006.
Dated: April 30th, 2006
Mr. Sohel Islam
Internship Adviser
School of Business,
Independent University, Bangladesh.
Baridhara, Dhaka.
Subject: Submission of internship report
Dear Mr. Sohel,
I, being advised to prepare the internship report on the level of customer satisfaction of Berger Color Bank customers for the successful completion of my Internship. As was advised, I have successfully completed my report on “Customers satisfaction level analysis of Berger Color Bank users”

It gives me immense pleasure to tell you that working on this internship report has given me a wide range of exposure. To prepare this report, I have faced extensive one to one interviews with professionals, customers and dealer. It has taught me the value of patience, and has given me a higher insight on the level of communication in the practical world.

This report basically gives an overview of the level of customer satisfaction of the Color Bank users and how different influencing parties can hamper the level of customer satisfaction. I also had to make recommendation as to how the existing level of satisfaction could be improved. As this was an actual company project, research was done on an extensive basis.

It will be a great honor for me if you require me to explain any sort of queries. Yours Sincerely,
Mr. Md. Assad Kibria
ID # 0110234
Preparing this report was both exciting and hard work at the same time, it is for the first time that I had a real life experience working on an actual company project. I would like to express my gratitude to Mr. Sohel Islam, internship supervisor, School of Business, Independent University, Bangladesh for providing me with the proper guidance and support.

I would also like to thank Mr. Tanvir Ahmad, Assistant Marketing Manager, Berger Paints Bangladesh Ltd., for giving me time in his busy schedule, for providing me information that was needed to complete the report, and to properly guide me throughout my internship period.

Satisfying customers are the only way to stay competitive in today's marketplace. The balancing act between what customers want and what the company can provide must be optimized in order to maximize company’s long-term profits. Berger Paints has done numerous researches to understand the level of customer satisfaction. They are already in a good position in the consumer’s mind but understanding the customer’s satisfaction level, will help the company to exceed the present level of customer satisfaction. However, no such research has been done to understand the level of customer satisfaction level of Color Bank user.

This study investigates the level of customer satisfaction of Color Bank users, and what are the different influencing parties (architects, developers, painters and dealers). On assessing the level of customer satisfaction, what marketing tools, like promotional efforts and other marketing efforts, are necessary to improve the customer satisfaction level will be given as recommendation by the researcher.

This study is based on primary data, as no such previous research has been done to understand the level of customer satisfaction of Color Bank users. The nature of this study was a qualitative explorative research, and information was gathered through extensive one-to-one interviews with respondents. The researcher covered the geographical base of Dhaka city, and samples were selected on a non-probabilistic quota sampling method.

Upon completion of the research analysis, the researchers understood the level of customer satisfaction of the customers. The level of...
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