Project Report on Consumer Behaviour and Satisfaction on Asian Paints

Topics: Marketing, Marketing research, Market research Pages: 41 (10224 words) Published: February 6, 2012
Executive summary

This project was done at “Asian paints ltd, Bangalore” gaining an in depth knowledge of marketing analysis of consumer behavior and satisfaction.

Marketing is the widest term and can not be learnt in few days or years, many of the organizations before appointing the sales executives, check the ability of the candidates who are capable to sell the products/services, but still many of organizations fail in following their sales and loose grip on the market. If at all the organization can take a use of one such tool which can help in finding out the weaker section in their sales and in the services provided by them, it would be a great boon for an organization to grow in the market and find its place in top list.

Among the competitive and complex market scenario in India, it is difficult to Analyze the changing attitudes, likes, dislikes and satisfactory levels of Customers. The field is such that only the enduring and most outstanding will survive without being choked. The attempt here is made to understand the customer satisfaction in paints sector.

On the outset it self the problem was identified and defined with the help of convince sampling. The research carried out this survey keeping in mind the need and importance of the proposed study. This has enabled the researcher to easily determine the scope and objectives of this study. A descriptive approach was considered ideal for the study as it entailed the ever-changing opinion of the customers.


1.1Introduction to Marketing
Marketing is defined by the American Marketing Association as the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large. The term developed from the original meaning which referred literally to going to market, as in shopping, or going to a market to sell goods or services. Marketing practice tends to be seen as a creative industry, which includes advertising, distribution and selling. It is also concerned with anticipating the customers' future needs and wants, which are often discovered through market research. Seen from a systems point of view, sales process engineering views marketing as a set of processes that are interconnected and interdependent with other functions], whose methods can be improved using a variety of relatively new approaches. Marketing is influenced by many of the social sciences, particularly psychology, sociology, and economics. Anthropology and neuroscience are also small but growing influences. Market research underpins these activities. Through advertising, it is also related to many of the creative arts. The marketing literature is also infamous for re-inventing itself and its vocabulary according to the times and the culture. Branding

A brand is a name, term, design, symbol, or other feature that distinguishes products and services from competitive offerings. A brand represents the consumers' experience with an organization, product, or service. A brand is more than a name, design or symbol. Brand reflects personality of the company which is organizational culture. A brand has also been defined as an identifiable entity that makes a specific value based on promises made and kept either actively or passively. Branding means creating reference of certain products in mind. Co-branding involves marketing activity involving two or more products. Marketing communications

Marketing communications breaks down the strategies involved with marketing messages into categories based on the goals of each message. There are distinct stages in converting strangers to customers that govern the communication medium that should be used. Advertising

* Paid form of public presentation and expressive promotion of ideas * Aimed at masses
* Manufacturer may determine what goes into...
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