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Berger Report

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1. Introduction: Managing the function of each department efficiently and flexible payment procedure is enough for a corporation to achieve success. A prudent multinational company (MNC) management should always try to make an appropriate balance between the effectiveness and efficiency of profitability. The product and service flexibility with in short time gives the customer ultimate satisfaction, which attracts the more clients for the company. The sales will be automatically high and increase the commission and profit of the company. As a pioneer MNC in paint industry, Berger is able to do so to earn the trust of general people. Berger has the glory of being oldest MNC in paint sector owned a portion by the general people of Bangladesh and it servers the nation for last more than 60 years with largest line of diversified home, indoor, outdoor decorative services in different sectors.

2. Background of the Report: Raising competition from Paint and non paint competitors and continuing development of innovative ways to provide financial services are all contributing to a growing interest in evaluating Berger’s performance. Various groups of individuals are particularly interested in evaluating Berger’s performance.
This project is about evaluating the Berger Paints Bangladesh Ltd’s market share & customer satisfaction & how it can be improved. This is an internship project where I shall be trying to evaluate the overall Market share & customer satisfaction of Berger Paints Bangladesh Ltd on the basis of their bulk and retail buyer’s uses & satisfaction and their effective implementation of their marketing strategies to increase the market share growth.

3. Orientation of the Report
Internship program is a pre-requisite for completing the practical side, which is partial fulfillment of BBA program of University of Liberal Arts Bangladesh.
Theoretical sessions alone cannot make a business student efficient and perfect in handling the real life business situation. Therefore it is important for a student to comprehend the application of theoretical knowledge in practical fields through Internship program. This program may be divided into three phases: 1. Orientation of the organization: To introduce the internee with the structure, functions, and performance of the organization. 2. The project part: Pertaining to a particular problem or a searching topic matching with internee’s capacity, interest of the organization’s requirements. 3. The report writing: To summarize the internee’s analysis findings and achievements in the preceding two phases.

4. Objectives:
4.1. General Objectives:
The general objective of the report is to know about this organization, Berger Paints Bangladesh Ltd (BPBL) is a MNC and its form, FMCG aspects. Another objective is to make report a typical guideline for other who will work on the same topic in future and to enhance the knowledge of regards about Overall activities of BPBL, market share & its services to the customers.
4.2. Project Objective:
The objective of the report is to provide a clear concept about market share & customer satisfaction of Berger Paints Bangladesh Ltd. & how it can be improved by analyzing the response of the current customers of the company.
4.3. Significance of the Study:
The topic is to evaluate the effectiveness of the marketing strategies of Berger. It will help the Berger and all of its stakeholders to ensure its market share growth as well as increase its performance. This research will reflect the awareness level as well as feedback from the customers and will help to generate new ideas about future products along with product awareness program.

5. Methodology:
5.1. Way of data collection
The organization part of the report is mainly based on secondary data. These data is gathered from annual report, prospectus, newspaper publication, and from the internal records of the Sales Depots and Head Office. Also Primary data will be collected through Questionnaires.
5.2. Data analysis
The data is analyzed with simple statistical tool such as, SPSS. The total numbers of Berger products users are considered as the population of the research and out of these total users randomly picked 80 users are the sample.
I compiled the processed and collected information with the aid of MS Excel, SPSS computer software. Detailed explanation, analysis and future projections incorporated through graph, frequency table, percentage, Anova, Regression and cross tab and one sample t-test in this report.
5.3. Expected Findings or Hypothesis
Different paint brand companies are already offering various types of products for its customer but it can be unsuccessful if customers do not get there expected products and also the expected after sales customer services. Based on their feedbacks about Berger could improve its product and strengthen its customer relationship. So, in my research I will focus on market share & customer satisfaction of Berger Paints Bangladesh Ltd.
Null Hypothesis: Customers of Berger Paints Bangladesh Ltd are not satisfied with Berger products, price, quality and its overall customer relationship.
Alternative Hypothesis: Customers of Berger Paints Bangladesh Ltd are satisfied with Berger products, price, quality and its overall customer relationship.

6. Introduction about Paint
6.1. Definition of Paint
The general definition of paint is that, paint is a mixture of chemicals which creates color, increases beauty and protects from fading away when it is implemented on a surface. The functional definition of paint is that, paint can be described as any fluid material that can be spread over a solid surface and dried or harden to an adherent, coherent, colored skin or film.

* 6.2. Contents of Paint
Here are four basic chemicals that are found in all types of paints. These are: * Pigments and Fillers – Pigment is the component of the Paint, which is responsible for creating color and opacity or hiding power. On the other hand, fillers are used to fill up the gaps of pigments. Fillers are necessary for Matt Finish paints as these reduce the gloss of the paint. But these are not always necessary for the Gloss Finish paints. These are sometimes used in the paints to reduce the costs. As Fillers fill up the gaps of the pigments and extend the performance of the pigments by reducing cost, fillers are also called extenders. * Resin or Binder – Resins are the components which bind the various chemicals of paint together. Resins also bind the paint with the surface and create a film on the surface. So, resin is responsible for the adhesive power of the paint. For Water-based paints, Emultex is used as binder. * Solvent/ Thinner – Solvent or thinner is the component of the paint which dissolves the resin and makes the paint liquid. It is also used to control viscosity of the paint. Water works as the solvent or thinner for the water-based paints whereas various solvents or thinners do the work for the solvent-based paints. * Additives – These are basically various chemicals used in very small quantity for specific purpose. For example, Dryers (various oxidizing agents) are used to make the paint easy and fast dry one, Preservatives (used only for water-based paints) are used to preserve the paint till use and give the paint the desired shelf life, Dispersers are used to faster the dispersion process of the paint, Anti Fungal Solution is used in the exterior paints to protect from fungal attack, De-foamer is used in the water-based paints to protect the creation of foam in the paint. 6.3. Types of paints
Paint can be divided into various types by considering different aspects. * Painting is mainly of three categories: 1. Decorative (about 84% – 85%) 2. Industrial 3. Marine * In Decorative sector, the two major classifications are: 1. Exterior 2. Interior * From the application sequence, paints can be categorized as: 1. Primer 2. Under coat 3. Finish coat * Paints can be divided into two categories according to thinner/ solvent usage: 1. Water-based 2. Solvent-based

6.4. Parameters to categorize paint
There are seven parameters, using which we can categorize different paints into major categories. These are: * Whether the paint is Water-based or Solvent-based * If the paint is Solvent-based, what is the solvent * Whether the paint is Decorative or Industrial or Marine * Whether the paint is used as Primer or Undercoat or Finish coat * Whether the paint gives Matt finish or Gloss Finish * On what type of surface the paint can be used * Whether the paint is used in exterior or interior surfaces

6.5. Paint Market
Paint market can be classified in three broad segments – Decorative Paints, Industrial Paints and Marine Paints. Paints which are used in houses, offices, shops, parks etc. fall into Decorative Paint category. These paints are basically used for decorative purpose rather than protective purpose. Decorative segment is the largest segment of the industry contributing about 85% to the total size of the paint industry.

Industrial Paints are those which are used in the industrial locations as well as in the production process of different products. These work as protective paints that protect the installation equipment from various hazardous environmental effects. The OEM manufacturers, various electronic equipment manufacturers, furniture producers and various other manufacturing units also use Industrial Paint for their products.

Marine Paints are mostly to protect the water vessels from corrosion, dampness and rust problems. These also work as protective paints and are effective for the vessels which cruise both in rivers and seas. These are also effective for offshore structures like oil rigs.

7. Background of Berger Paints Bangladesh Ltd. 7.1. History of Berger Paints
Berger is one of the oldest names in paint industry tracing back to 1760. Lewis Berger, a German national, founded dye & pigment making business in England. Lewis Berger & Sons Limited grew rapidly with a strong reputation for innovation and entrepreneurship culminating in perfecting the process of making Prussian Blue, a deep blue dye, a color widely used for many European armies' uniform. Production of dyes & pigments evolved into production of paints & coatings, which till today, remains the core business of Berger.

Berger grew rapidly by establishing branches the world over and through merging with other leading paint & coating companies. Berger has been involved in paint business since 1950 in Bangladesh when paints were first imported from Berger UK and then from Berger Pakistan.
In 1970, Berger Paints Bangladesh Limited (BPBL) erstwhile Jenson & Nicholson had set up its paint factory in Chittagong at an estimated investment of TK.4 million. The shareholders were Jenson & Nicholson (J& N), Duncan Macneil & Co Ltd and Dada Group.

Duncan Macneil subsequently sold their shares to majority shareholder J& N group. The Dada group's share ultimately vested with the Government of Peoples' Republic of Bangladesh after the independence. The name of the company was changed from J& N (Bangladesh) Limited to Berger Paints Bangladesh Limited on 1st January 1980. In August 2000, J& N investment (Asia) Ltd purchased Government shareholding. Now, Berger Paints Bangladesh Limited is 100% owned by J& N Investment (Asia) Limited, UK.

With the passage of time Berger has unfolded its kaleidoscopic wings into all kinds of paint solution be it Architectural paints or Industrial coatings, Marine paints or Powder coatings. Berger has it all.

7.2. Mission of Berger Paints Bangladesh Ltd.
We shall remain as the benchmark in the Paint industry by:
Being an innovative and technology driven Company consistently delivering world-class products ensuring best consumer satisfaction through continuous value added services provided by highly professional and committed team.

7.3. Vision of Berger Paints Bangladesh Ltd.
We shall increase our turnover by 100% in the next five years. We shall remain socially committed ethical Company.

7.4. Corporate Objectives of Berger Paints Bangladesh Ltd.
Our aim is to add value to life, to outperform the peers in term of longevity, customer service, revenue growth, earn and cash generation.
We will be the employer of choice for all existing and future employees.

8. The Company Profile 1. Origin : United Kingdom
2. Registered Office : 43/3, Chatteswari Road Chittagong – 4000, Bangladesh. Email: bergerbd@spnetctg.com Web: http//www.bergerbd.com 3. Corporate Headquarter : Berger House Plot – 8, Road No.‐2 Uttara Sector –3, Uttara Model Town Email: info@bergerbd.com Web: http//www.bergerbd.com
4. Factory : Dhaka Factory ‐ Nabinagar,
Chittagong Factory – 27 D, FIDC Road, Kalurghat, Chittagong
5. Plant : 1. Powder coating plant – Nabinagar, Savar
2. Emulsion plant ‐ Nabinagar, Savar, 6. Home décors : 1. Banani, Dhaka,
2. Dhanmodi 27, Dhaka
3. Uttara, Dhaka E mail: décor@bergerbd.com.
7. Sales office: : 1. Dhaka- 272 Tejgaon industrial area, Dhaka
2. Chittagong ‐ 43/3, Chatteswari road
3.Sylhet – H # 32, Block – A, Shahjalal Upashahar

4.Khulna – 2 KDA Approach Road, Sonadanga.
5. Bogra – 31, Piari Sanker, Katnar Para
6. Comilla – 576, Laksham road
7. Rajshahi – 1458, Ramchandrapur Ghoramara, Boalia
8. Mymensingh
8. Subsidiary Company : Jenson & Nicholson (Bangladesh) Limited 70, East Nasirabad I/A Baizid Bostami Road.
9. Date of Incorporation : 6thJuly, 1973

10. Commercial Production : 1973

11. Business Line : Manufacturing and Marketing of High Quality Paints

12. Nature of Business Activities: The principal activities of the company throughout the year continued to be manufacturing and marketing of liquid and non‐liquid paints & varnishes and coating.
13. Status : Public Limited Company (Enlisted in both Dhaka and Chittagong Stock Exchange)
14. Position in the Industry : 1st
15. Percentage of Market Share : 65%
16. Special Achievement : ISO 9001: 2000

9. Focus of Berger Paints Bangladesh Ltd.
Berger Paints Bangladesh Limited focuses on the following things: * Commitment to achieve total customer satisfaction. * Commitment to project the company as an ethical and socially responsible one. * Commitment to continue as the market leader through consistent sales growth, increasing productivity and developing new products befitting customer needs. * Ensuring continuous improvement in operations through utilization of highly professionals and dedicated team, proper process management and participation of the stakeholders. * Setting measurable targets at appropriate stages and continuously monitoring them.

10. Organogram
Officer F.G &
Distribution

Manager
Manager
GM
Finance

Manager F.G.
& Distribution
Manager
Planning

Assistant
Manager
Assistant
Manager

Deputy
Finance
Manager

Planning
Officer

H.R
Officer
System
Officer

Assistant
Manager

Plant
Manager
Production
Manager

Q.C
Manager

Finance
Officer

Marketing
Manager

Officer

Officer

General Sales
Manager

Officer

GM R &
D R & D
Development
Manager

Assistant
Mkt.

Officer

Branch
Manager

Regional
Sales
Manager Sales
Officer

Area Sales
Manager

Sales
Officer

Manager
Solvent
Base

Manager
Solvent
Base

Officer

Officer

Manager HR & GM HR Manager GM
System
Director
Finance
GM, Mfg &
Projects
GM Supply
Chain

Managing
Director

11. Present Trends of the Company
Berger Paints began its painting in Bangladesh since independence. And this has been a footstep to bring more than 230 years of global paint industry experience into Bangladesh. Over the decades, Berger has evolved to becoming the leading paint solution provider in this country and has diversified into every sphere of the industry - from Decorative Paints to Industrial Coatings, from Marine Coatings to Powder Coating and what not.
To give a comprehensive and sustainable painting solution to the need of the industry, Berger has invested more on technology and Research & Development (R & D) than any other manufacturer in this market. It selects the raw materials from some of the best known names in the world: MITSUI, MOBIL, DUPONT, HOECHST and BASF are a few to name. The superior quality of Berger's products has been possible because of support from its advanced plants and an international-standard of strict quality.
Investment in technology and plant capacity is even more evident from the new factory of Berger Paints Bangladesh Limited at Savar. The state-of-the-art factory is an addition to Berger's capacity to make it the paint-giant in Bangladesh. Not to forget about the first Double Tight Can manufacturing unit in its Chittagong factory. All, together with devotion into R & D to make it the reputed center of Basic & Applied Research in paint and Resin Technology, proof the commitment that Berger has for this industry.
With its strong distribution network, Berger has reached almost every corner of Bangladesh. Nationwide Dealer Network, supported by 7 Sales Depots strategically located at Dhaka, Chittagong, Rajshahi, Khulna, Bogra, Sylhet and Comilla has an unmatched capability to answer to paint needs at almost anywhere in Bangladesh.
The sheer innovation and development drive is reflected on the various products Berger has so far launched in this market. The product range includes, specialized outdoor paints protective of the worst weather conditions, Color Bank, superior Marine Paints, Textured Coatings, Heat Resistant Paints, Roofing Compound and Epoxies. In each of the product category, Berger has always been the pioneer and will continue to do so proudly.
Berger's one of the prime objectives is to provide best customer support-connecting consumers to technology through specialized services like free technical advice on surface preparation, color consultancy, special color schemes etc. To bolster customer satisfaction, Berger has recently launched Home Decor Service from which once can get an array of services pertaining to painting.
With world class range and durability, Berger is always ready to answer to all weather conditions.
Berger’s Quality Management System
ISO 9001:2000: Quality Policy We at Berger Paints Bangladesh Limited are Committed to achieving total consumer satisfaction.

We commit to project ourselves as an ethical and socially responsible company.

We commit to continue as the market leader through consistent sales growth, increasing productivity and developing new products befitting consumer needs.

We shall ensure continual improvement in our operations through utilization of our highly professional and dedicated team, proper process management and participation of our stakeholders.

We shall set measurable targets at appropriate stages and shall continuously monitor them. |

12. Division and Product Range of Berger Paints Bangladesh Ltd. 12.1. Products of Berger Paints

Berger Paints (BD) Ltd. offers a complete paint solution through hundreds of products. Only major products are shown here under three broader classifications on the basis of users segments.

12.2. Decorative Products

12.2. a. Interior 1. Robbialac Acrylic Distemper (SPD): A specially formulated acrylic co-polymer emulsion based washable distemper for elegant, smooth, durable, matt finish for interiors. 2. Radiance Interior: A medium category plastic paint. Recently BPBL launch in the market. 3. Robbialac Acrylic Plastic Emulsion (APE): A standard emulsion paint formulated with acrylic. 4. Luxury Silk: A marvel of international emulsion technology, Luxury Silk combines the best of aesthetic appeal with the best of functional properties like. 5. Easy Clean: Silky & smooth finish and accomplished with easily washable.

12.2. b. Exterior: 1. Durocem Cement Coating: Durocem is an exceptional formulation based on selected raw materials and specially treated white cement that makes it ideal for both indoor and outdoor applications. 2. Radiance Exterior: One type of water based medium category exterior wall finish. 3. Weather Coat Smooth: Weather coat is smooth water based super exterior wall finish formulated to give exceptional durability in adverse climatic conditions. 4. Tartaruga Textured Coating: This is one of the most famous Berger formulations in the world. The product is paste like having special aggregate to facilitate drawing desired textured patterns on the surface. 5. Weather Coat long life: The highest quality water based exterior wall finish with 7 years warranty. 12.2. c. Others: 1. Illusion: Berger illusions is not just a paint… it’s a whole new lifestyle for your walls. A range of designer wear for walls with thousands of color options. 2. Robbialac Super Gloss Synthetic Enamel (RSE): Robbialac Super Gloss Synthetic Enamel is hardworking, premium quality synthetic enamel formulated to retain its gloss and film integrity in the face of extreme climatic variations. 3. Jhilik Synthetic Enamel (JSE): Jhilik Synthetic Enamel is economy synthetic enamel formulated for interior and exterior application to give a glossy durable surface. 4. Robbialac Aluminium Paint: Robbialac Aluminum Paint is a superior 2- pack aluminum paint with a brilliant silver-like luster. It is ideal for application on the exteriors of storage tanks for water, petrol, oil. 5. Robbialac Damp Stop: This specially formulated two-pack compound is based on selected binder system incorporated with inert pigments' and fillers, which seals the surface by eliminating the permeability of moisture and water that actually cause dampness. 6. Flexible Roofing Compound: This high-tech roofing compound is a highly flexible waterproof coating based on a special grade polymer. 7. Silicone Water Repellent: This unique product based on special type of Silicone compound is designed for water repellency of all masonry works and it keeps water on the run. 14. Robbialac Plastron Primer Sealer: This is an excellent primer, specially for plastered walls which seals and stops penetration of moisture from inside the wall and thus keeps the topcoat finish unharmed. 15. Robbialac Anticorrosive Red Oxide Primer: Robbialac Red Oxide Primer provides an excellent, quick-drying protective coating on various types of ferrous metal surfaces. 12.3. Industrial Products

1. Jensolin Industrial Enamel: A top quality glossy paint based on high quality selected resins and pigments. It has versatile applications. 2. Jensolin Stoving Primer: This primer is based on Alkyd / Amino resin combination as well as anti-corrosive pigment and is most suitable under stoving finishes. 3. Jensolin Chlororubber Lacquers: A chlorinated rubber based finish with exceptional properties like water impermeability, resistance to salt spray, spillage and fumes of most acids. 4. Jensolin Stoving Enamel: This is high performance enamel based on a blend of high grade thermo¬setting Alkyd-Amino resin together with high quality pigments. 5. Jensolin Road/Runway Marking Paint: This is a quick drying, high opacity, heavy-duty paint prepared from a chlorinated rubber system. 6. Jensolin Swimming Pool Paint: This special paint is based on special grade of Chlorinated Rubber together with a suitable plasticizer. 7. Jensolin Tennis Court Paint: This non-slip primer is based on chlorinated Rubber resin and inert pigments. 8. Jensolin Bituminus Aluminium Paint: This is a quick drying anticorrosive, flexible, bituminous paint formulated to withstand exposure to the elements, acid fumes and occasional contact with dilute solutions of chemicals. 9. Jensolin Apexior Boiler Compositions: A specially formulated anticorrosive composition for hot-wet metal surfaces. 10. Jensolin Epoxies: A two pack anticorrosive epoxy primer for use on steel surfaces. This primer is ideally designed for offering superior performance in highly corrosive chemical and coastal environments. 11. Jensolin Red Lead Primer: This is a quick drying Red Lead Primer to use on structural steel. Provides a hard drying, anticorrosive coating, suitable for over coating with conventional finishes and chlorinated rubber coatings. 12. Jensolin Zinc Phosphate Primer: Jensolin Zinc Phosphate Primer is based on a special synthetic resin in which zinc phosphate is used as a rust-inhibiting pigment. 13. Jensolin Zinc Chromate Primer: Jensolin Zinc Chromate Primer is based on a special synthetic resin in which zinc chromate is used as a rust-inhibiting pigment. 14. Jensolin Wash Primer: A two pack etch primer for use on C.I. sheets, G. I. Sheets or pipe. 12.4. Marine Products:

1. Seaborne High Gloss Enamel: A suitable paint for top-coat to the marine vehicles to withstand marine weather. 2. Seaborne Deck Paint: A tough and durable coating paint which ensures a suitable ship deck by its strong abrasion resistance and wash ability. 3. Seaborne Topside Paint: This is a topcoat finishing paint suitable to withstand marine weather. 4. Seaborne Boot Toping Paint: This is an ideal hard and flexible top-coat suitable to withstand continuous splashes of sea-weaves & inclement sea weather. 5. Seaborne Aluminum Special Hold Paint: This is a bright topcoat paint to withstand marine weather specially designed for ship hold. 6. Berger Marine Red Lead Primer: This is economy brand primer paint with excellent anti-corrosion properties. 7. Berger Marine Enamel: This is an economy brand general purpose topcoat paint specially for interior decoration but can be applied outside where weather is not that much unfriendly. 12.5. Color Bank Berger Color Bank introduces you to the global way to paint with a unlimited choice of shades to match your taste-instantly. The shade cards in Berger Color Bank stores are merely indicative of the amazing choice Berger Color Bank can give you. The rest is up to your imagination and your fingertips. Every Berger Color Bank store has a computerized color tinting machine to help you choose and take home your own shades from our world class range of paints. Availability of your chosen shades is always ensured as the paint is created and dispensed by the machine before your very own eyes. What's more, as you see the shades of your choice on the screen, it also suggests three other colors to match it. Today thousands of satisfied customers swear by Berger Color Bank. Resulting in the installation of numbers of tinting machines in Berger Color Bank stores across the country. 12.6. Our Access to World Class Quality Berger Color Bank uses superior imported colorants and the world renowned tinting technology of Italtinto, Italy. All these assure you a paint quality which is world class. Match and Compare Endless Color Combinations Berger Color Bank has unique Tintovision software which allows you to see infinite color combinations on the screen of the computer. If you so desire you can mix and match and create your own shades as well. 12.7. Berger Home Décor With a view to bolstering consumer satisfaction, Berger Paints Bangladesh Limited has introduced “Berger Home Décor” on June 15, 2002 through which one can get an array of services pertaining to painting. Berger Home Decor offers two-stage services: 1. Free Service 2. Paid Service Berger Home Décor is currently offering wide range of services to its prospects and existing consumers embracing: Technical advice on surface preparation and application guideline. • Paint selection. • Dealer selection. • Painter/ Contractor selection and • Color scheme. 12.8. Berger Prolinks - The Building Professional's Resource Prolinks is Berger Paints’ response to a market environment that is increasingly driven by technology and calibrated by expertise. Prolink is aimed at placing the initiative in the hands of Builders, Architects and Engineers to enable them to directly source innovative products and services. Operating from Dhaka and Chittagong, the prolinks team is entrusted with maintaining a seamless interface between Paint Specifies and Berger Paints’ Sales, Marketing, R& D, and Manufacturing functions. The objective is to provide Specifies with complete basis for recommending coatings – data bases, technical services, color consultancy, site inspection etc. Prolinks experts assure specific solution to specific problems, whether it is a particular shade that needs developing, special climatic factors that need providing for, or application factors that have to be observed. From know-how to leg work, the prolinks team delivers total support. 12.9. Sales Department (Decorative) This department is headed by GM- Mkt., Sales (D) & Distribution who is assisted by GSM (D). 8 strategic depots manage sales activities all over the country. 8 depots are a. Dhaka, b. Chittagong, c. Sylhet, d. Bogra, e. Rajshahi, f. Khulna and g. Comilla. h. Mymensingh Activities of all eight strategic depots are monitored and controlled by the Sales (D) Office situated in Corporate Office. Time to time sales review meeting with the representatives of all sales depots is conducted to evaluate the current sales position of the Co., discuss the reasons for current success or failure, determine the next action plans to strengthen current position of the Co., kinds of incentives offered to boost up sales and etc. 12.9. a. Major Functions of Sales (Decorative) Department: * To prepare National Sales Budget detailing sales value, volume & growth and translates it into monthly and half-yearly budget. * To express the national sales budget in terms of Sales Area, Zone, Product & Color Shade. * To develop sales strategies to achieve sales budget. * To respond to complains of customers efficiently and take necessary action(s) for arriving a favorable solution to the problem. * To maintain relationship with existing dealers of the Co. and develop new dealers. * To suggest marketing department to introduce incentive programs to enhance sales volume. * To scan current market condition including competitors’ current and probable future action pattern, customers’ preference, dealers’ business situation and etc. * To monitor sales position of the Co. and initiate necessary actions if any deviation exists. * To arrange sales review meeting timely basis. * To ensure smooth distribution of paints. * To train the sales personnel to handle customers efficiently.
12.10. FG Planning Department (Distribution)
PRODUCTION
SALES
DEALERS
CUSTOMERS
SMALL DEALERS
Inside of Organization
External Parties (Market)
System Section
RM Dept.
Prior to structured condition of FG department, Berger’s business philosophy was something like “Sales Concept”. Because different categories of paints were produced without estimating market demand precisely. Production department produced paints with the necessary help of the other departments. Then, organization induced to sell the paints produced through sales personnel. At that time organization’s value chain started through internal activities instead of considering external aspects of the market.

Figure 2: Distribution Flow (Initially)
Now organization’s business philosophy turns into “Marketing Concept”. For every year a target of sales is established by considering current market size, market growth rate, consumers’ preference trends, govt.’s plan to develop infrastructure, foreign aid available for Socio-economic development of the country, trade policy of the govt. and some other issues related with the business of the organization. Then, total yearly target is broken down into monthly target.
MARKET
DEMAND
SALES TARGET
ORDER TO
FG PLANNING
PRODUCTION

SALES DEPOTS
THROUGH
FG PLANNING/
DISTRIBUTION
DEPARTMENT
DEALERS
CUSTOMERS
DEALERS
1. MARKET
3. MARKET
2. COMPANY

Figure 3: Distribution Flow (Currently)
Decorative paints are basically sold through Company’s registered Dealers, whereas Industrial & Marine paints are basically sold through personal selling.

Figure 4: Network of Berger Paints Bangladesh Limited

12.11. Global Coverage
Berger Paints has a strong business in number of countries in the world. In most of the countries this company is leading from the front. In many other countries, Berger Paints is doing business under control of other independent owner named as Berger International.

Berger - Africa
Berger - Bangladesh

Berger - India

Berger - Caribbean

Berger - UK
In the next page I will show the logos of Berger Paints in some important global markets.

13. Industry Analysis
13.1. Industry Structure (Porter's five forces model)
Every company should have an assessment of the market environment to estimate how the company could react in different circumstances. Porter's five forces model has the ability to determine the competitiveness of a market. The paint industry of Bangladesh in respect to Porter's five forces is discussed below:

Barriers to Entry
In the Bangladesh paint industry, high competition has created opportunities for new entrants. Together with high demand from consumers, Bangladesh is seemingly a great prospect for new entrants. Because of the heavy investment in this industry many organizations are not interested to enter in this market. They cannot bear this huge investment or the great risk of creating a huge distribution channel.

Potential Entrants
Potential direct entrants (entrants focusing on directly coming into the country) to the paint industry in Bangladesh is relatively not that much restricted at the moment. But because of the heavy investment need of this industry only few multinational companies are only entering in this industry. Local companies do not have that much capital or not interested to invest this huge amount. A multinational giant Asian Paints have already entered in to the market. However, recently some multinational companies are finding other ways to penetrate the industry. A UAE- Bangladesh joint venture, RAK paint is introducing there products in the market and have grabbed everybody’s attention.

Threat from Substitute Products
Availability of greater substitutes creates additional competition forcing industry members to drop prices. In case of Bangladesh paint industry, there is not that much of substitute products of paints. So the paint brands do not really thinks about the substitute products. They emphasize more between their own competitions.

Bargaining Power of Suppliers
The bargaining power of suppliers in the industry is strong in some cases. Because Berger has to collect their raw materials from foreign countries and there are only few of those suppliers and Berger has to depend of on them.

Bargaining Power of Customers
In our country the customers have absolute bargaining power. Because there are a number of paint brand in the market, the cost for switching loyalty is very low. Customers may want to switch from one brand to another for a better deal. Nothing can restrict this trend. In fact what we see is that every customer nowadays has a tendency to try the different brands. This trend is especially very dominant among the retail buyers. Also bulk buyers switch company because there are different international brands in our country now. This shows how powerful consumers are in this industry as trend-setters and this applies to every aspect of the business ranging from the designing of the products to pricing them.

Integrated evaluation of Porter’s Five Forces The degree of rivalry within the industry | Moderately high | Industry attractiveness is Moderate low | Threat of new and potential entrants | Moderately low | Industry attractiveness is Moderately high | Threat of substitute products | Very low | Industry attractiveness is Very high | Supplier’s bargaining power | Moderate | Industry attractiveness is Moderate | Buyer’s bargaining power | Moderately high | Industry attractiveness is Moderately low |

Evaluation of the industry’s attractiveness
From the above consequences of Porter five forces, I have identified that the paint industry has high degree of rivalry within the industry, moderately low threat of new entrants and very low threat of substitute products, moderate bargaining power of suppliers, and high bargaining power of buyers. So this situation leads to consider paint industry’s attractiveness is moderately high for the existing players.

13.2. BCG matrix
The Portfolio Matrix is a tool for allocating resources. The portfolio Matrix was developed by Boston Consulting Group (BCG), so that it is also called BCG Matrix.
It shows the linkages between business growth rate and the market share. Placing products in the BCG matrix results in 4 categories in a portfolio of a company
Businesses in the question mark are with a high growth rate & weak market share. It usually requires cash investment. In stars, businesses are in the high growth rate & strong market share. It use large amounts of cash and are leaders in the business so they should also generate large amounts of cash.
In the cash cow, businesses have low growth rate and strong market share. They are usually established in the market, such as: multinational company. In the dogs, the businesses have low growth rate and weak market share. This type of business are usually non profitable & generally should be close that business.
In the BCG Matrix, Berger Paints Bangladesh Limited stand on the Stars. Because they have high business growth rate and strong market share. Their business growth rate is gradually increasing compare to other leading paint industry in Bangladesh. For example: Asian Paint.

13.3. Environmental Analysis
Trends and Potential Events (PEST Analysis)
The acronym PEST (or sometimes rearranged as "STEP") is used to describe a framework for the analysis of these macro-environmental factors.

Political Factors
Political factors include government regulations and legal issues and define both formal and informal rules under which the firm must operate. These include tax policy, employment laws, environmental regulations, trade restrictions and tariffs, and political stability. Political environment in Bangladesh is always unstable. Frequent changes of government and policymakers' reluctance or incapability to implement or design progress oriented policies is a major drawback for the paint industry, an industry that is constantly changing in terms of technology.

Economic Factors
Economic factors affect the purchasing power of potential customers and the firm's cost of capital. These include economic growth, interest rates, exchange rates, and inflation rate. In context of customers' buying power, in many ways Bangladesh is a poor country. With a low GDP per capita and a majority of the population under poverty level, too much of the population, a moderately priced gallon of paint is a luxury for them.

Social Factors
Social factors include the demographic and cultural aspects of the external macro-environment. These factors affect customer needs and the size of potential markets. Social factors include health consciousness, population growth rate, age distribution, career attitudes, and emphasis on safety. The paint industry has definitely made an impact on the job market of the country, different local and multinational paint brands taking in thousands of employees and creating new career opportunities every day.

Technological Factors
Technological factors can lower barriers to entry, reduce minimum efficient production levels, and influence outsourcing decisions. Technological factors include R&D activity, automation, technology incentives, and rate of technological change. Sadly Bangladesh does not have an infrastructure that allows for research and development of large scale. However, recent drives to automate day to day activities have been taken by a majority of paint brand companies. Berger is very eco friendly at its offices. All of the air-conditioning systems are run over 22 degrees centigrade to do the maximum usage of electricity. Also air-conditioning systems are kept off while lunch and other breaks. They use SAP system to minimize the usage of paper and manual system.
From the PEST analysis, we can see that the macro-economic environment in terms of Political, Economical and Technological factors can be complex and hard to break through. In terms of Social factors, the market is still thriving for more. Customers are still willing to try something new and, customers are always ready for a new brand, hoping that price will fall even more.

13.4. Marketing Perspectives (4 Ps)
The marketing mix of the industry can be broken down into the "4 Ps" of marketing. These are the parameters that the marketing manager can control, subject o the internal and external constraints of the marketing environment in order to make decisions focusing on the customers in the target market in order to create perceived value and generate positive response.
For segmenting total paint market, Berger uses more than one basis. Initially, total business of the Co. is segmented on the basis of customer types. Berger segments total market as Decorative, Industrial & Marine. Then, Decorative group is further segmented on the basis of surface types- wooden, metal & concrete. Again, sub-class of the total paint market is sliced on the basis of Internal & External surface category. At the last step, price segmentation is used to create a number of small niches– Premium, Regular & Economy- in the market

Product
Berger is committed to offering quality products that satisfy consumers’ ultimate desires from paints with the help of state-of –art technology. Berger always believes in one step ahead in offering new product to create more value for customers’ money. Berger outsmarts other competitors of the market through its “one step ahead” policy and innovative market offers. Berger is trying to fill up all holes of the market through offering a wide range of products to meet the needs (Premium to Economy Paints) of different types of users and to solve the different types of functional requirements (Industrial, Decorative & Marine). Berger Bangladesh offers approximately 600 SKU including variations within basic product groups.

Price
Generally Berger follows cost based pricing method. After calculation of the total manufacturing cost (Direct & Indirect RM cost, Direct & Indirect Labor cost and Manufacturing overhead cost) and adds 20% GP to get the price point of the product. But this is not the rule of thumb in pricing the Berger products. Competitor based pricing policy is also followed as well because of the increased competition in the paint market.
The prices of the paints differ from paint to paint. There are hundreds of types of paints among Berger’s product line. Those paint starts pricing from 800 taka to 4500 taka.
Also there are some other products like power bond adhesive. And another significant division of Berger paints is its Berger Home Décor. The paint price is calculated by per square feet in this Home Décor section. Per SQF starts from 42 taka to 85 taka and further more.

Promotion
Advertising
Electronic media: Paints of Berger are promoted in the market through electronic media mainly in BTV and Cable Channels. Through these ads not only the overall Berger products are offered but also the individual brands are promoted. Through radio Berger is trying to reach those potential targets that are not easily reachable by the BTV or Satellite.
Print Media: During daytime mostly in the office market potentials have little opportunity to go through the electronic media. Rather, they are used to go through the newspapers, magazines and other periodical publications. So Berger has taken the initiatives to attract people’s attention through print media to some extent. Moreover, brochures, shade cards and other paint related information in printed form are delivered to the dealers, potential customers, painters and other targeted potentials to make them interested /more interested toward Berger products.
Billboard: Berger efforts also move to grasp the potentials’ attention and to increase the frequency of exposure toward Berger products while they are on the way to their destinations.
Sales Promotion
Berger offers different types of incentives for consumers and traders of the paint market. Trade promotion occurs more frequently than consumer promotion because, success in this market highly depends on the traders involved channeling the paints from producers to consumers. Traders are highly influential in the market because of long purchase cycle time (app. 3 years) of paints, technical aspects of the paints & etc. Shop boys are also included within the discussion of traders. Moreover, painters, end user of paint, play important roles in purchase decision of the paint. So, Berger offers incentive to create a favorable attitude towards the paints of Berger.

Place
Most of the paint brands have established their distribution facilities almost everywhere in Bangladesh. They might not have their own sales depot in all the divisions of the country but they maintain a very good distribution channel among them Berger has the best distribution channel. They have sales depots in almost all major cities of the country. They also maintain a very fast distribution channel through their sales officers. Also they have customer respond center where they respond customers complains and queries. Also the dealers have dedicated calling numbers to resolve any issues immediately.
Berger follows the direct distribution policy to make the paints available in the market. Berger distributes paints through its own sales force. Distribution activities of Berger in all over Bangladesh are covered by 7 (Seven) strategic depots.
*One level, mainly, and *two level-channel, to some cases, are used by the Berger Paints for Decorative products. Zero level channels, personal selling, is also used for grasping the project offers.

SALES DEPOT OF BERGER
CUSTOMERS
DEALERS
DEALERS

Figure 2.1: Channel level

In one level channel, Berger’s sales force delivers paints to the dealers from where ultimate users purchase paints. In the two-level channel, some major dealers dominate the paint market in the region where they are located. Small dealers collect paints from the large-scale dealers. Ultimate users buy paints from these small dealers.

13.5. SWOT Analysis
The SWOT Analysis of Berger Paints is presented below: Strengths * Corporate image as pioneer in paint industry and one of the leading paint companies of the world * Wide distribution network * Rich experience on Bangladesh Paint Market * Presence in all major segments of the market * Strong financial base | Weaknesses * Insignificant presence in the international satellite channels * Perceived as premium priced company at semi-urban and rural market * Higher dependence on large dealers | Opportunities * Growing market * Utilization of positive corporate image for corporate diversification * To popularize economy products at remote market | Threats * Fierce competition in the Bangladesh market * Credit-driven market * Strong command of few dealers in Unethical and corrupt practices by the local companies |

Strengths: * Corporate image as pioneer in paint industry and one of the leading paint companies of the world: Berger is a very famous brand in the paint industry. It is operating its business for over 300 years. Though this fact is not known widely by the customers, they do know that Berger is one of the oldest and leading companies of the paint industry. This knowledge works as advertisement itself. The image of being the pioneer of the industry makes the brand to be accepted by the consumers without much hesitation. So this image is definitely one of Berger’s key strengths. * Wide distribution network: The rural infrastructure of Bangladesh is very poor in terms of communication. Be it roads or rivers the means of communication is very inadequate and insufficient. For a product oriented company the key to survive is its distribution network and ability to reach maximum number of customers. So Berger has created a wide distribution network with 7 sales offices and over 1000 dealers. A research shows that Berger reaches 63.2% population of the country with its wide distribution network. As a result distribution infrastructure of Berger could be identified as strength. * Rich experience on Bangladesh Paint Market: Berger has been operating its business in the Bangladesh since before the birth of the country. Berger is one of the oldest players of the industry in the country. The company has experience in terms of every factor: raw material acquisition, political volatility, public perspective, dealer management everything. This experience allows the company to forecast a problem before it may occur and/or to mitigate a problem. This definitely marks it as strength.

* Presence in all major segments of the market: Berger has strong presence in every segment of the market. Both paint category wise and customer wise. Paint category means Decorative, Industrial and marine. Berger has all type of paint, undercoat, and thinners for each of the three paint wise segments to fulfill every possible customer need. On the other hand customer wise means purchasing power of the customer. For instance, in decorative segment Berger has Distemper, Plastic emulsion, Luxury Emulsion, Easy Clean etc. all of which are topcoat finish paints for walls. But from Plastic Emulsion to Easy clean each brand costs higher than the previous brand respectively. Each brand is for buyers with different purchasing power. But as perceived, even the lowest priced products of Berger are premium priced. So consuming Berger product requires a minimum purchasing power as a result Berger has something for everyone who has the demand of consuming the best quality product. This ability to serve all customer segments is strength. * Strong financial base: As mentioned earlier, Berger is one of the oldest players of the industry worldwide who has the image of being the pioneer. This 300 years of successful business has given Berger a strong and solid financial base thus provides the company with privilege of taking more risks and flexibility in the financial decisions.

Weakness: * Insignificant presence in the international satellite channels: Berger is the leader of the paint industry as it has already been mentioned. Berger has almost 65% market share of the total industry. This large market share and too few eligible competitors in the market have made the company too confident about its market position and it reflects in their reluctant presence in the international satellite channels. But this is basically a weakness of the company that they are over confident. * Perceived as premium priced company at semi-urban and rural market: Berger has always been perceived as a premium priced brand worldwide. In a third world country like Bangladesh doing business with a premium priced product and still holding the market leading position is a real challenge. In urban area, the customer understands and can judge the relationship between premium price and premium quality. But in the semi urban and rural area only thing the customer understands is price. Because of lack of knowledge and lower income the semi urban and rural people avoids the brand. If the reason behind the premium price could be conveyed to them with proper understanding a large market share could be acquired. * Higher dependence on large dealers: Berger’s distribution largely depends on its dealers. The same dealer can hold dealership of two or more brands. As paint is a product which is not talked about much the consumers’ knowledge and consumption depends on the dealers’ promotion to some extent. The dealers can and does promote the brand which is more profitable for him to sell at that time. This dependency on the dealers is a great weakness.

Opportunities: * Growing market: Paint industry in Bangladesh is a growing market. Because of the industrialization and the raise of the real estate business the industry is growing and growing. On the other hand paint has a limited life time after which it needs to be repainted. For example, in decorative interior paints it is considered that the paint would need to be changed after three years. This limited life time of the paint is constantly retaining customers. So the market is growing continuously. This is a great opportunity to expand the business by grabbing larger market share. * Utilization of positive corporate image for corporate diversification: Corporate image of Berger is undisputed in the country. It’s easy to diversify a business with a corporate image like Berger’s. The company can exploit its corporate image to start some new business. As Berger already has Home Décor service, they can take the wing to a different and higher level. Instead of providing paint solution and esthetic consultancy they can start a whole package of interior decoration service. From planning, design to supply of Berger approved interior decoration materials. As interior decoration is in a boom the country Berger would be able to hold a solid position because of its corporate image and brand name. * To popularize economy products at remote market: Berger products are conceived as premium priced. It has been discussed previously that this perception of the semi-urban and rural customers are causing Berger to lose a large market share. If the message could be delivered to those customers that Berger products are premium priced only because of its product quality and it is actually cheap if the quality and price is compared a large segment could be captured. If it could not be done Berger can try to introduce economy products for the rural and semi urban community. This is another great opportunity for the company to expand its market share.

Threats: * Fierce competition in the Bangladesh market: In the opportunity part it has already been stated that the paint market in country is growing rapidly. With the market growth the competition is getting fierce. New multinational companies are investing in the industry and offering their product at a very competitive price which is making Berger’s business a little difficult. Because the new companies lack experience they haven’t become a great threat for the company but once they gather enough experience they’ll become alarming threat for Berger. * Credit-driven market: Paint market is largely a credit driven market. Berger opposes the idea of running its business on credit. Most of Berger’s dealers are cash dealers. On the other hand dealers want to have the product on credit as much as they can. Now the new companies are using this opportunity and offering large quantity products on credit to the dealers. As a result the dealers are promoting the brand which they can get on credit. Because the new brands are not very popular yet it’s not a great threat. But it is a potential threat for the company. * Unethical and corrupt practices by the local companies: There are some local companies are making slight change in the name Berger e.g. Bager, Barger with the identical writing style and logo of Berger and marketing their very low standard product. This practice is done in the semi urban and rural areas where literacy level is low. This unethical practice is putting Berger’s brand name in great threat. This is a huge threat for the company as it can destroy the brand image to a large segment of customers.

14. Financial Analysis
14.1. Curent Ratio Year | 2006 | 2007 | 2008 | 2009 | 2010 | Current Asset | 722431 | 955112 | 1059892 | 1592419 | 1907441 | Current Liablities | 448620 | 691271 | 753214 | 1014828 | 1167533 | Current Ratio | 1.61 | 1.38 | 1.41 | 1.57 | 1.63 |

Explanation : Current ratio means the abality paying company’s short term liabalities (debt and payables) with its short-term assets (cash, inventory, receivables).In here current ratio shows getting higher and higher it means Company is able to pay its short time liabilities without any obligation.

14.2 Fixed Asset Turnover

Year | 2009 | 2010 | 2011(half) | Sales | 4595904 | 5483619 | 3257758 | Net fixed asset | 789124 | 982198 | 1008365 | Fixed Asset Turnover | 5.82 | 5.58 | 3.23 | | | | |

Explanation: Fixed asset turnover ratio used as a measure in manufacturing industries, where major purchases are made for Property, Plant & Equipment to help increase output. Even though the ratio itself shows less then 2010 compare to 2009 because of they didn’t purchase any PP&E but in 2011 by half of year the raise ratio because they open new sales depot in Barisal along with equipment & increased its output by introducing new products like weather-coat sealer & rust bluster which given an organization higher ratio.

14.3 Net Profit Margin Ratio

Year | 2009 | 2010 | 2011(half) | Net Profit | 579681 | 704636 | 357992 | Revenue | 4595904 | 5483619 | 3257758 | Net Profit Margin Ratio | 12.61% | 12.85% | 10.99% |

Explanation :Net Profit margin indicates company's pricing strategies and how well it controls costs. A double digit margin shows stable profit even though higher price compare to other paint company because of quality of product & brand loyalty toward consumer .It means they are able to serve their consumer with higher cost of sales. 14.4 Return on Asset

Year | 2009 | 2010 | 2011(half) | Net Income | 579681 | 704636 | 357992 | Total Asset | 2428256 | 2951182 | 3181093 | Return On Asset | 24% | 24% | 11% |

Explanation: ROA indicates how profitable the company is relative to its total asset.The percentage earning from invested capital is same in both 2009 & 2010 but It is higher than past years. Now in recent year return is showing low because of dull market.e.g-share market crush, slower flat handover by developer company because of the shortage in money market, insufficient supply of gas & water by government.

14.5 Price/Earnings Ratio

Year | 2006 | 2007 | 2008 | 2009 | 2010 | Price/Earnings Ratio | 13.54% | 14.63% | 17.28% | 25% | 30.39% |

Explanation : Price/Earning ratio is simply based on earning per share (EPS).calculated as:
Market Value per Share
Earnings per Share (EPS)

Higher P/E ratio means investor is expecting higher earnings growth & low P/E ratio followed by lower earnings growth. P/E ratio doesn’t tell the whole story about the itself but it help to compare the company to compare with another same segment company. The market category of BPBL is A & the P/E ratio is getting higher and higher so historical data says investment in this company is safe.

15. Social Commitment of Berger Paints Bangladesh Ltd.
15.1. Berger Architect Award Competition:
Berger took the initiative of recognizing and awarding the works of talented architects of the country and this competition took place after every 2 years. The competition comprises of 2 categories. Apart from awarding Young Architects for their works, the other main category recognizes and awards distinguished architects of the nation. Both categories have 2 sub-categories Residential and Non-residential.
15.2. Autistic Children Program:
As a responsible corporate citizen, Berger Paints lend its hand in contribution of the welfare of the autistic and differently challenged children of Bangladesh. Financial help and other materials are given to seven different well-known organizations in Bangladesh. SEID Trust, Scholars Special School, Tauri Foundation, Society for the Welfare of Autistic Children (SWAC), Autism Welfare Foundation (AWF), Concern Services for Disabled (CSD)
15.3. Provided Scholarship to Architecture Department of Khulna University:
Berger Paints Bangladesh Limited provided scholarship to the students of the architecture discipline of Khulna University. Besides Berger also sponsored the KUAD-BERGER Resource Corner where all the latest learning materials and resources of Architecture were added.
15.4. Berger Young Painters' Art Competition:
Berger Young Painters' Art Competition is just another vibrant example which is organized to bring out the hidden talents in young painters. Berger hopes that this recognition will inspire young talents to work harder and bring pride and glory for the nation. From last 15 years Berger is arranging this competition. Berger Young Painters' Art Competition received tremendous response from painters all around the country.

16. Primary Data Analysis:
The Questionnaire was designed to get the Berger customers real opinions. I have tried to make the questions close ended and with options so the respondents could find it easier to fill the questionnaire. First I tried to find out the buyers type. Either they are retail buyer or the bulk buyers. Because the opinion could differ a lot depending on their buyer type. Then I tried to find out whether they would choose Berger as their paint brand or not. Later I went to the in-depth questions which would reveal their satisfaction level about Berger paints. The main focus of this questionnaire is to find: * Consumers’ perception about the price. * Consumers’ perception about the quality * Consumers perception about the complain respond. * Consumers’ perception about the after sales support. * Consumers’ perception about getting the promotional gifts. * Consumers’ future prediction about using Berger Products.

16.1. Sample:
I have conducted my research through questionnaire. For this survey, I have randomly picked 80 samples from the Berger paint users (The sample area was Farmgate,Mogbajar,Kaptan bazar,Green road,Elephant road,New market,Imamgonj,kawran bazar of Dhaka City Corporation). As my research is to find Berger’s Paint Bangladesh Ltd’s customer satisfaction, all of the Berger consumers were my research population. For more accurate outcome, it is appropriate to pick sample randomly from the whole Berger product user. Therefore to meet this purpose, survey is the most convenient way.

17. Data Presentation and Analysis:
The whole data analysis is done based on the normal distribution which is the basic criteria of data analysis and interpretation. It is tested through SPSS test statistics.
17.1. Frequency Test: 1. You Are. You are | | | Frequency | Percent | Valid Percent | Cumulative Percent | Valid | Retail Buyer | 56 | 70.0 | 70.0 | 70.0 | | Bulk Buyer | 24 | 30.0 | 30.0 | 100.0 | | Total | 80 | 100.0 | 100.0 | |

Interpretation: There are 56 retail buyer (70%) respondents and 24 bulk buyer (30%) respondents in my survey. I have asked this question to the respondents to get an in-depth view about the consumers of Berger products. This question will explain the characteristics of the consumers of the buyers, whether they buy in bulk or just retail buyer.
Graphical representation:

2. Among the paint brands the brand you will choose. Among the paint brands you will choose. | | | Frequency | Percent | Valid Percent | Cumulative Percent | Valid | RAK | 8 | 10.0 | 10.0 | 10.0 | | Al-Karim | 8 | 10.0 | 10.0 | 20.0 | | Asian | 8 | 10.0 | 10.0 | 30.0 | | Berger | 48 | 60.0 | 60.0 | 90.0 | | Elite | 8 | 10.0 | 10.0 | 100.0 | | Total | 80 | 100.0 | 100.0 | |

Interpretation: There are mainly five main paint brands in our country presently. I wanted to know about the preferences of the consumers regarding paint brands. After doing the survey I have found that Berger is the most popular, 48 respondents selected Berger as their paint brand. Rest of the paint brands like, RAK, Al-Karim, Asian, and Elite was chose by 8 respondents each.
Graphical representation:(Market share of Berger Paints Bangladesh Ltd.)

3. Berger Paints needs to open more distribution channels (Dealers, Sub dealers, outlets etc) Berger Paints needs to open more distribution channels (Dealers, Sub dealers outlets etc). | | | Frequency | Percent | Valid Percent | Cumulative Percent | Valid | Strongly Agree | 8 | 10.0 | 10.0 | 10.0 | | Moderately Agree | 8 | 10.0 | 10.0 | 20.0 | | Neutral | 48 | 60.0 | 60.0 | 80.0 | | Moderately Disagree | 16 | 20.0 | 20.0 | 100.0 | | Total | 80 | 100.0 | 100.0 | |

Interpretation: I have asked total 80 respondents whether they think Berger needs to open more distribution channels. Among them 48 respondents (60%) were neutral. 8 respondents each, were strongly agree and moderately agree. And 16 respondents (20%) moderately disagree. May be the consumers are somehow satisfied about the numbers of distribution channel, so they don’t wanted to comment anything about it.
Graphical representation:

4. All of the Berger products are available at the Berger outlets.

All of the Berger products are available at the Berger outlets. | | | Frequency | Percent | Valid Percent | Cumulative Percent | Valid | Strongly Agree | 48 | 60.0 | 60.0 | 60.0 | | Moderately Agree | 8 | 10.0 | 10.0 | 70.0 | | Neutral | 8 | 10.0 | 10.0 | 80.0 | | Moderately Disagree | 16 | 20.0 | 20.0 | 100.0 | | Total | 80 | 100.0 | 100.0 | |

Interpretation: In this question I’ve tried to find out the satisfactory level of the consumers about the availability of the Berger products in the Berger outlets. Most of the respondents were satisfied about it. 48 respondents (60%) strongly agreed the products are available. 16 respondents (20%) moderately disagreed and 8 of each were moderately agreed and were neutral about their standings.
Graphical representation:

5. You are satisfied with the prices of the Berger products. You are satisfied with the prices of the Berger products. | | | Frequency | Percent | Valid Percent | Cumulative Percent | Valid | Strongly Agree | 56 | 70.0 | 70.0 | 70.0 | | Moderately Agree | 16 | 20.0 | 20.0 | 90.0 | | Neutral | 8 | 10.0 | 10.0 | 100.0 | | Total | 80 | 100.0 | 100.0 | |

Interpretation: Price is crucial for any product. And in this point Berger was successful to satisfy its customers. 56 respondents (70%) strongly agree that they are satisfied about the prices.
16 respondents (20%) also agreed moderately and 8 remained neutral. The overall satisfactory level was very good regarding the price among the consumers.
Graphical representation:

6. You are satisfied with the quality of the Berger products. You are satisfied with the quality of Berger products. | | | Frequency | Percent | Valid Percent | Cumulative Percent | Valid | Strongly Agree | 56 | 70.0 | 70.0 | 70.0 | | Moderately Agree | 16 | 20.0 | 20.0 | 90.0 | | Neutral | 8 | 10.0 | 10.0 | 100.0 | | Total | 80 | 100.0 | 100.0 | |

Interpretation: Among 80 respondents 56 respondents (70%) strongly agreed that they are satisfied with the quality of the Berger products. 16 respondents (20%) moderately agreed and 8 respondents were neutral at this point. This implies that respondents are pretty much satisfied with the quality of the Berger products.
Graphical representation:

7. You can complain to Berger authority if any product of Berger product do not fulfills your expectation level. You can complain to Berger authority if any products of Berger do not fulfills your expectation levels. | | | Frequency | Percent | Valid Percent | Cumulative Percent | Valid | Strongly Agree | 48 | 60.0 | 60.0 | 60.0 | | Moderately Agree | 16 | 20.0 | 20.0 | 80.0 | | Neutral | 16 | 20.0 | 20.0 | 100.0 | | Total | 80 | 100.0 | 100.0 | |

Interpretation: Complain responding is a crucial issue for any product manufacturing company. It is also a great factor on which customer satisfaction depends of on. 48 respondents (60%) strongly agreed that they could complain Berger authority if they have any complains. 16 respondents (20%) moderately agreed too. And rests of the respondents were neutral. Strangely none of the respondents stated they can’t complain.
Graphical representation:

8. Berger Responds against your complain. Berger responds against your complains. | | | Frequency | Percent | Valid Percent | Cumulative Percent | Valid | Strongly Agree | 16 | 20.0 | 20.0 | 20.0 | | Moderately Agree | 48 | 60.0 | 60.0 | 80.0 | | Neutral | 16 | 20.0 | 20.0 | 100.0 | | Total | 80 | 100.0 | 100.0 | |

Interpretation: 16 respondents (20%) strongly agreed that Berger responds against their complains. 48 respondents (60%) agreed that they get respond from Berger. Rests of the respondents were neutral. However, nobody stated that they Berger don’t gives any responds to their complains. It was a good sign for Berger.
Graphical representation:

9. Berger takes your feedback after your purchase. Berger takes your feedback after your purchase. | | | Frequency | Percent | Valid Percent | Cumulative Percent | Valid | Strongly Agree | 8 | 10.0 | 10.0 | 10.0 | | Moderately Agree | 8 | 10.0 | 10.0 | 20.0 | | Neutral | 56 | 70.0 | 70.0 | 90.0 | | Moderately Disagree | 8 | 10.0 | 10.0 | 100.0 | | Total | 80 | 100.0 | 100.0 | |

Interpretation: Most of the respondents were neutral while answering this question. 56 respondents (70%) were neutral. And 8 respondents each was moderately agree and strongly agree. Also 8 of the respondents moderately disagree that Berger takes their feedback after their purchase. May be Berger have some problems in their after sales feedback.
Graphical representation:

10. You are satisfied about the after sales support of Berger paints. You are satisfied about the after sales support of Berger Paints. | | | Frequency | Percent | Valid Percent | Cumulative Percent | Valid | Strongly Agree | 16 | 20.0 | 20.0 | 20.0 | | Moderately Agree | 48 | 60.0 | 60.0 | 80.0 | | Neutral | 16 | 20.0 | 20.0 | 100.0 | | Total | 80 | 100.0 | 100.0 | |

Interpretation: Most of the respondents about 60% moderately agreed that they were satisfied with the after sales support of Berger. 20% of them strongly agreed and 20% were neutral. Also regarding this question nobody strongly disagreed or disagreed that they are satisfied with Berger’s after sales support. The satisfactory level of the respondents were very good regarding after sales support.

Graphical representation:

11. Berger needs to emphasize more on its customer relationship. Berger needs to emphasize more on its customer relationship. | | | Frequency | Percent | Valid Percent | Cumulative Percent | Valid | Strongly Agree | 8 | 10.0 | 10.0 | 10.0 | | Moderately Agree | 32 | 40.0 | 40.0 | 50.0 | | Neutral | 40 | 50.0 | 50.0 | 100.0 | | Total | 80 | 100.0 | 100.0 | |

Interpretation: Regarding this question 40 respondents (50%) remained neutral. 32 respondents (40%) moderately agreed that Berger needs to emphasize on their customer relationship. 8 respondents strongly agreed with this point. Nobody moderately disagreed or strongly disagreed with it. Maybe Berger has to emphasize more to strengthen their customer relationship.
Graphical representation:

12. Berger authority or the dealers make you clear about the promotional offers.

Berger authority or the dealers make you clear about the promotional offers. | | | Frequency | Percent | Valid Percent | Cumulative Percent | Valid | Moderately Agree | 42 | 52.5 | 52.5 | 52.5 | | Neutral | 38 | 47.5 | 47.5 | 100.0 | | Total | 80 | 100.0 | 100.0 | |

Interpretation: 42 respondents (52.5%) moderately agreed that Berger makes them clear about the promotional offers. Rests of the 47.5% respondents were neutral while answering this question. It seems like there might be some problem regarding making clear about the promotional offers.
Graphical representation:

13. You get the promotional gifts in time and without any hassle. You get the promotional gifts in time and without any hassle. | | | Frequency | Percent | Valid Percent | Cumulative Percent | Valid | Moderately Agree | 42 | 52.5 | 52.5 | 52.5 | | Neutral | 38 | 47.5 | 47.5 | 100.0 | | Total | 80 | 100.0 | 100.0 | |

Interpretation: Regarding this question the answer was same as the previous question. 42 respondents (52.5%) moderately agreed that they get the promotional gifts in time and without any hassle. Rests of the 47.5% respondents were neutral while answering this question. It seems like there might be some problem regarding the disbursement of the promotional gifts.
Graphical representation:

14. You will use Berger products in future. You will use Berger products in future. | | | Frequency | Percent | Valid Percent | Cumulative Percent | Valid | Definitely Will Use | 48 | 60.0 | 60.0 | 60.0 | | Probably will use | 16 | 20.0 | 20.0 | 80.0 | | May/May Not | 16 | 20.0 | 20.0 | 100.0 | | Total | 80 | 100.0 | 100.0 | |

Interpretation: Berger gets a lot of positive review while the respondents were asked whether they would use Berger products in future. 48 respondents (60%) definitely will use Berger product. 20% said they probably will use and rest of the 20% said they may/may not use Berger products. Getting a total of 80% assurance from the respondents is a very good sign regarding customer satisfaction.
Graphical representation:

17.2. Regressions: 1. Buyer Type Vs. Paint brand choice

ANOVAb | Model | Sum of Squares | df | Mean Square | F | Sig. | 1 | Regression | 8.571 | 1 | 8.571 | 7.313 | .008a | | Residual | 91.429 | 78 | 1.172 | | | | Total | 100.000 | 79 | | | | a. Predictors: (Constant), You are | b. Dependent Variable: Among the paint brands you will choose. |

Interpretation: Here, F value > Significant value. So there is a positive relationship between buyer type and paint brand. Different kinds of buyers (Retail/Bulk) have different choice of paint brands. So, whichever brand the buyers think is preferable for them, they choose that option. 2. Buyer Type Vs. Satisfaction about price ANOVAb | Model | Sum of Squares | df | Mean Square | F | Sig. | 1 | Regression | 29.867 | 1 | 29.867 | 436.800 | .000a | | Residual | 5.333 | 78 | .068 | | | | Total | 35.200 | 79 | | | | a. Predictors: (Constant), You are | b. Dependent Variable: You are satisfied with the prices of the Berger products. |

Interpretation: Here, F value > Significant value. So, there is a positive relationship between buyer type and satisfaction about the price. Different kinds of buyers (Retail/Bulk) have different choice of paint brands. So, whichever brand the buyers (Retail/Bulk) think is cheap for them, they choose that brand and overall satisfaction level regarding price is very good among bulk and retail buyers.

3. Buyer Type Vs. Satisfaction about quality. ANOVAb | Model | Sum of Squares | df | Mean Square | F | Sig. | 1 | Regression | 29.867 | 1 | 29.867 | 436.800 | .000a | | Residual | 5.333 | 78 | .068 | | | | Total | 35.200 | 79 | | | | a. Predictors: (Constant), You are | b. Dependent Variable: You are satisfied with the quality of Berger products. |
Interpretation: Here, F value > Significant value. So, there is a positive relationship between buyer type and satisfaction about the quality. Different kinds of buyers (Retail/Bulk) have different choice of paint brands. So, whichever brands quality the buyers (Retail/Bulk) prefer, they choose that brand and overall satisfaction level regarding quality is very good among bulk and retail buyers. 4. Buyer Type Vs. Responding against complains. ANOVAb | Model | Sum of Squares | df | Mean Square | F | Sig. | 1 | Regression | 15.238 | 1 | 15.238 | 70.909 | .000a | | Residual | 16.762 | 78 | .215 | | | | Total | 32.000 | 79 | | | | a. Predictors: (Constant), You are | b. Dependent Variable: Berger responds against your complains. |

Interpretation: Here, F value > Significant value. So, there is a positive relationship between buyer type and respond against buyers complain. Here I have found Berger is very responsive to their customers.

5. Buyer Type Vs. Satisfaction about after sales support. ANOVAb | Model | Sum of Squares | df | Mean Square | F | Sig. | 1 | Regression | 15.238 | 1 | 15.238 | 70.909 | .000a | | Residual | 16.762 | 78 | .215 | | | | Total | 32.000 | 79 | | | | a. Predictors: (Constant), You are | b. Dependent Variable: You are satisfied about the after sales support of Berger Paints. |
Interpretation: Here, F value > Significant value. So, there is a positive relationship between buyer type and satisfaction about after sales support among them. The more Berger is responsive about there after sales support the more they could satisfy their customers.

6. Buyer Type Vs. Getting the promotional gifts in time and without any hassle. ANOVAb | Model | Sum of Squares | df | Mean Square | F | Sig. | 1 | Regression | 9.450 | 1 | 9.450 | 70.200 | .000a | | Residual | 10.500 | 78 | .135 | | | | Total | 19.950 | 79 | | | | a. Predictors: (Constant), You are | b. Dependent Variable: You get the promotional gifts in time and without any hassle. |
Interpretation: Here, F value > Significant value. So, there is a positive relationship between buyer type and getting the promotional gifts in time without any hassle.

7. Buyer Type Vs. Buyers will use Berger products in future. ANOVAb | Model | Sum of Squares | df | Mean Square | F | Sig. | 1 | Regression | 39.010 | 1 | 39.010 | 249.600 | .000a | | Residual | 12.190 | 78 | .156 | | | | Total | 51.200 | 79 | | | | a. Predictors: (Constant), You are | b. Dependent Variable: You will use Berger products in future. |

Interpretation: Here, F value > Significant value. So, there is a positive relationship between buyer type and buyers future prediction of Berger product use. There is a very high F value which is very satisfactory to Berger.
17.3. Cross Tabulation: 1. Buyer Type * Paint brand choice cross tabulation. You are * Among the paint brands you will choose. Crosstabulation | Count | | | Among the paint brands you will choose. | Total | | | RAK | Al-Karim | Asian | Berger | Elite | | You are | Retail Buyer | 0 | 8 | 0 | 48 | 0 | 56 | | Bulk Buyer | 8 | 0 | 8 | 0 | 8 | 24 | Total | 8 | 8 | 8 | 48 | 8 | 80 |

Chi-Square Tests | | Value | df | Asymp. Sig. (2-sided) | Pearson Chi-Square | 80.000a | 4 | .000 | Likelihood Ratio | 97.738 | 4 | .000 | Linear-by-Linear Association | 6.771 | 1 | .009 | N of Valid Cases | 80 | | | a. 4 cells (40.0%) have expected count less than 5. The minimum expected count is 2.40. |

Symmetric Measures | | | Value | Asymp. Std. Errora | Approx. Tb | Approx. Sig. | Interval by Interval | Pearson's R | -.293 | .134 | -2.704 | .008c | Ordinal by Ordinal | Spearman Correlation | -.214 | .165 | -1.935 | .057c | N of Valid Cases | 80 | | | | a. Not assuming the null hypothesis. | b. Using the asymptotic standard error assuming the null hypothesis. | c. Based on normal approximation. |
Interpretation: The null hypothesis is, the buyers will not choose Berger products among other brands. Here the significant level is less than 0.05. So we reject the null hypothesis. And we accept the alternative hypothesis that is; the buyers will choose Berger products among other brands. 2. Buyer Type * Satisfaction about price cross tabulation. You are * You are satisfied with the prices of the Berger products. Crosstabulation | Count | | | You are satisfied with the prices of the Berger products. | Total | | | Strongly Agree | Moderately Agree | Neutral | | You are | Retail Buyer | 56 | 0 | 0 | 56 | | Bulk Buyer | 0 | 16 | 8 | 24 | Total | 56 | 16 | 8 | 80 |

Chi-Square Tests | | Value | df | Asymp. Sig. (2-sided) | Pearson Chi-Square | 80.000a | 2 | .000 | Likelihood Ratio | 97.738 | 2 | .000 | Linear-by-Linear Association | 67.030 | 1 | .000 | N of Valid Cases | 80 | | | a. 2 cells (33.3%) have expected count less than 5. The minimum expected count is 2.40. |

Symmetric Measures | | | Value | Asymp. Std. Errora | Approx. Tb | Approx. Sig. | Interval by Interval | Pearson's R | .921 | .005 | 20.900 | .000c | Ordinal by Ordinal | Spearman Correlation | .986 | .006 | 52.249 | .000c | N of Valid Cases | 80 | | | | a. Not assuming the null hypothesis. | b. Using the asymptotic standard error assuming the null hypothesis. | c. Based on normal approximation. |
Interpretation: The null hypothesis is, the buyers are not satisfied with the price of Berger products. Here the significant level is less than 0.05. So we reject the null hypothesis. And we accept the alternative hypothesis that is; the buyers are satisfied with the price of Berger products. 3. Buyer Type * Satisfaction about quality cross tabulation. You are * You are satisfied with the quality of Berger products. Crosstabulation | Count | | | You are satisfied with the quality of Berger products. | Total | | | Strongly Agree | Moderately Agree | Neutral | | You are | Retail Buyer | 56 | 0 | 0 | 56 | | Bulk Buyer | 0 | 16 | 8 | 24 | Total | 56 | 16 | 8 | 80 |

Chi-Square Tests | | Value | df | Asymp. Sig. (2-sided) | Pearson Chi-Square | 80.000a | 2 | .000 | Likelihood Ratio | 97.738 | 2 | .000 | Linear-by-Linear Association | 67.030 | 1 | .000 | N of Valid Cases | 80 | | | a. 2 cells (33.3%) have expected count less than 5. The minimum expected count is 2.40. |

Symmetric Measures | | | Value | Asymp. Std. Errora | Approx. Tb | Approx. Sig. | Interval by Interval | Pearson's R | .921 | .005 | 20.900 | .000c | Ordinal by Ordinal | Spearman Correlation | .986 | .006 | 52.249 | .000c | N of Valid Cases | 80 | | | | a. Not assuming the null hypothesis. | b. Using the asymptotic standard error assuming the null hypothesis. | c. Based on normal approximation. |

Interpretation: The null hypothesis is, the buyers are not satisfied with the quality of Berger products. Here the significant level is less than 0.05. So we reject the null hypothesis. And we accept the alternative hypothesis that is; the buyers are satisfied with the quality of Berger products. 4. Buyer Type * Responding against complains cross tabulation. You are * Berger responds against your complains. Crosstabulation | Count | | | Berger responds against your complains. | Total | | | Strongly Agree | Moderately Agree | Neutral | | You are | Retail Buyer | 16 | 40 | 0 | 56 | | Bulk Buyer | 0 | 8 | 16 | 24 | Total | 16 | 48 | 16 | 80 |

Chi-Square Tests | | Value | df | Asymp. Sig. (2-sided) | Pearson Chi-Square | 48.254a | 2 | .000 | Likelihood Ratio | 54.484 | 2 | .000 | Linear-by-Linear Association | 37.619 | 1 | .000 | N of Valid Cases | 80 | | | a. 2 cells (33.3%) have expected count less than 5. The minimum expected count is 4.80. |

Symmetric Measures | | | Value | Asymp. Std. Errora | Approx. Tb | Approx. Sig. | Interval by Interval | Pearson's R | .690 | .048 | 8.421 | .000c | Ordinal by Ordinal | Spearman Correlation | .690 | .056 | 8.421 | .000c | N of Valid Cases | 80 | | | | a. Not assuming the null hypothesis. | b. Using the asymptotic standard error assuming the null hypothesis. | c. Based on normal approximation. |

Interpretation: The null hypothesis is, the buyers are not satisfied about Berger’s response to their complains. Here the significant level is less than 0.05. So we reject the null hypothesis. And we accept the alternative hypothesis that is; the buyers are satisfied about Berger’s response to their complains. 5. Buyer Type * Satisfaction about after sales support crosstabulation. You are * You are satisfied about the after sales support of Berger Paint. Crosstabulation | Count | | | You are satisfied about the after sales support of Berger Paints. | Total | | | Strongly Agree | Moderately Agree | Neutral | | You are | Retail Buyer | 16 | 40 | 0 | 56 | | Bulk Buyer | 0 | 8 | 16 | 24 | Total | 16 | 48 | 16 | 80 |

Chi-Square Tests | | Value | df | Asymp. Sig. (2-sided) | Pearson Chi-Square | 48.254a | 2 | .000 | Likelihood Ratio | 54.484 | 2 | .000 | Linear-by-Linear Association | 37.619 | 1 | .000 | N of Valid Cases | 80 | | | a. 2 cells (33.3%) have expected count less than 5. The minimum expected count is 4.80. |

Symmetric Measures | | | Value | Asymp. Std. Errora | Approx. Tb | Approx. Sig. | Interval by Interval | Pearson's R | .690 | .048 | 8.421 | .000c | Ordinal by Ordinal | Spearman Correlation | .690 | .056 | 8.421 | .000c | N of Valid Cases | 80 | | | | a. Not assuming the null hypothesis. | b. Using the asymptotic standard error assuming the null hypothesis. | c. Based on normal approximation. |

Interpretation: The null hypothesis is, the buyers are not satisfied about Berger’s after sales support. Here the significant level is less than 0.05. So we reject the null hypothesis. And we accept the alternative hypothesis that is; the buyers are satisfied about Berger’s after sales support. 6. Buyer Type * Getting the promotional gifts in time without any hassle crosstabulation. You are * You get the promotional gifts in time and without any hassle. Crosstabulation | Count | | | You get the promotional gifts in time and without any hassle. | Total | | | Moderately Agree | Neutral | | You are | Retail Buyer | 42 | 14 | 56 | | Bulk Buyer | 0 | 24 | 24 | Total | 42 | 38 | 80 |

Chi-Square Tests | | Value | df | Asymp. Sig. (2-sided) | Exact Sig. (2-sided) | Exact Sig. (1-sided) | Pearson Chi-Square | 37.895a | 1 | .000 | | | Continuity Correctionb | 34.947 | 1 | .000 | | | Likelihood Ratio | 47.722 | 1 | .000 | | | Fisher's Exact Test | | | | .000 | .000 | Linear-by-Linear Association | 37.421 | 1 | .000 | | | N of Valid Cases | 80 | | | | | a. 0 cells (.0%) have expected count less than 5. The minimum expected count is 11.40. | b. Computed only for a 2x2 table |

Symmetric Measures | | | Value | Asymp. Std. Errora | Approx. Tb | Approx. Sig. | Interval by Interval | Pearson's R | .688 | .064 | 8.379 | .000c | Ordinal by Ordinal | Spearman Correlation | .688 | .064 | 8.379 | .000c | N of Valid Cases | 80 | | | | a. Not assuming the null hypothesis. | b. Using the asymptotic standard error assuming the null hypothesis. | c. Based on normal approximation. |
Interpretation: The null hypothesis is, the buyers do not get the promotional gifts in time without any hassle. Here the significant level is less than 0.05. So we reject the null hypothesis. And we accept the alternative hypothesis that is; the buyers get the promotional gifts in time without any hassle. 7. Buyer Type * Buyers will use Berger products in future. You are * You will use Berger products in future. Crosstabulation | Count | | | You will use Berger products in future. | Total | | | Definitely Will Use | Probably will use | May/May Not | | You are | Retail Buyer | 48 | 8 | 0 | 56 | | Bulk Buyer | 0 | 8 | 16 | 24 | Total | 48 | 16 | 16 | 80 |

Chi-Square Tests | | Value | df | Asymp. Sig. (2-sided) | Pearson Chi-Square | 60.952a | 2 | .000 | Likelihood Ratio | 75.558 | 2 | .000 | Linear-by-Linear Association | 60.190 | 1 | .000 | N of Valid Cases | 80 | | | a. 2 cells (33.3%) have expected count less than 5. The minimum expected count is 4.80. |

Symmetric Measures | | | Value | Asymp. Std. Errora | Approx. Tb | Approx. Sig. | Interval by Interval | Pearson's R | .873 | .030 | 15.799 | .000c | Ordinal by Ordinal | Spearman Correlation | .863 | .039 | 15.058 | .000c | N of Valid Cases | 80 | | | | a. Not assuming the null hypothesis. | b. Using the asymptotic standard error assuming the null hypothesis. | c. Based on normal approximation. |
Interpretation: The null hypothesis is, the buyers will not buy Berger products in future. Here the significant level is less than 0.05. So we reject the null hypothesis. And we accept the alternative hypothesis; buyers will buy Berger products in future.
16.4. One Sample t-Test: 1. Paint brand choice t-test. One-Sample Test | | Test Value = 3 | | t | df | Sig. (2-tailed) | Mean Difference | 95% Confidence Interval of the Difference | | | | | | Lower | Upper | Among the paint brands you will choose. | 3.975 | 79 | .000 | .500 | .25 | .75 |

Interpretation: The null hypothesis is, the buyers will not choose Berger products among other brands. Here the significant level is less than 0.05. Since the t value is 3.975 and significant value is 0.000 we reject the null hypothesis. And we accept the alternative hypothesis that is; the buyers will choose Berger products among other brands. 2. Satisfaction about price t-test. One-Sample Test | | Test Value = 3 | | t | df | Sig. (2-tailed) | Mean Difference | 95% Confidence Interval of the Difference | | | | | | Lower | Upper | You are satisfied with the prices of the Berger products. | -21.439 | 79 | .000 | -1.600 | -1.75 | -1.45 |

Interpretation: The null hypothesis is, the buyers are not satisfied with the price of Berger products. Here the significant level is less than 0.05. Since the t value is -21.439 and significant value is 0.000 we reject the null hypothesis. And we accept the alternative hypothesis that is; the buyers are satisfied with the price of Berger products.

3. Satisfaction about quality t-test.

One-Sample Test | | Test Value = 3 | | t | df | Sig. (2-tailed) | Mean Difference | 95% Confidence Interval of the Difference | | | | | | Lower | Upper | You are satisfied with the quality of Berger products. | -21.439 | 79 | .000 | -1.600 | -1.75 | -1.45 |

Interpretation: The null hypothesis is, the buyers are not satisfied with the quality of Berger products. Here the significant level is less than 0.05. Since the t value is -21.439 and significant value is 0.000 we reject the null hypothesis. And we accept the alternative hypothesis that is; the buyers are satisfied with the quality of Berger products.

4. Responding against complains t-test. One-Sample Test | | Test Value = 3 | | t | df | Sig. (2-tailed) | Mean Difference | 95% Confidence Interval of the Difference | | | | | | Lower | Upper | Berger responds against your complains. | -14.053 | 79 | .000 | -1.000 | -1.14 | -.86 |

Interpretation: The null hypothesis is, the buyers are not satisfied about Berger’s response to their complains. Here the significant level is less than 0.05. Since the t value is -14.053 and significant value is 0.000 we reject the null hypothesis. And we accept the alternative hypothesis that is; the buyers are satisfied about Berger’s response to their complains.

5. Satisfaction about after sales support t-test. One-Sample Test | | Test Value = 3 | | t | df | Sig. (2-tailed) | Mean Difference | 95% Confidence Interval of the Difference | | | | | | Lower | Upper | You are satisfied about the after sales support of Berger Paints. | -14.053 | 79 | .000 | -1.000 | -1.14 | -.86 |

Interpretation: The null hypothesis is, the buyers are not satisfied about Berger’s after sales support. Here the significant level is less than 0.05. Since the t value is -14.053 and significant value is 0.000 we reject the null hypothesis. And we accept the alternative hypothesis that is; the buyers are satisfied about Berger’s after sales support.
6. Getting the promotional gifts in time without any hassle t-test.

One-Sample Test | | Test Value = 3 | | t | df | Sig. (2-tailed) | Mean Difference | 95% Confidence Interval of the Difference | | | | | | Lower | Upper | You get the promotional gifts in time and without any hassle. | -9.344 | 79 | .000 | -.525 | -.64 | -.41 |

Interpretation: The null hypothesis is, the buyers do not get the promotional gifts in time without any hassle. Here the significant level is less than 0.05. Since the t value is -9.344 and significant value is 0.000 we reject the null hypothesis. And we accept the alternative hypothesis that is; the buyers get the promotional gifts in time without any hassle.

7. Buyers will use Berger products t-test.

One-Sample Test | | Test Value = 3 | | t | df | Sig. (2-tailed) | Mean Difference | 95% Confidence Interval of the Difference | | | | | | Lower | Upper | You will use Berger products in future. | -15.554 | 79 | .000 | -1.400 | -1.58 | -1.22 |

Interpretation: The null hypothesis is, the buyers will not buy Berger products in future. Here the significant level is less than 0.05. Since the t value is -15.544 and significant value is 0.000 we reject the null hypothesis. And we accept the alternative hypothesis that is; buyers will buy Berger products in future.

18. Recommendation
After analyzing the data and the information from the survey, we can give some recommendation on this topic: * Field force should be more aggressive during the sales promotion of the Berger Products. * Field force should be trained up for different product line. * Make contract with the small real state as a corporate customer in local area. * Price margin should be flattened for the new market. * Promo material to the carpenters so that the also become motivated. * Carpenters are also a target customer for the retail market. This is because the take decisions in many cases to choice paint company. * Increase more promotional activities to maintain existing as well new customers. * Increase more customer support as introduce customer service center. * Create customer segment and their need/requirements. * Identify price sensitiveness. * Every year new Paints Company is entering in the market e.g. RAK Paints. So that to tackle the new competitor, Berger should change the market orientation time to time. * Communication channel should be spread nationwide. As well as regionally. * Increase more R&D activities and voice it to the target audience. * National, Divisional, zonal depots should be under same system. * Focus more on customer relationship management. * Be more careful during the disbursement of the promotional gifts and make sure the customers get those in time without any hassle.

19. Limitations of the Study:
Although I have tried my best to ensure the most up to date and accurate presentation of information in this project report. I have had a number of limitation because of which I was unable to present the report to the extreme level of accuracy, which I wanted to obtain. These were- * Availability of data: The data that I needed for this project was not easily accessible. There can be some limitations of access to information, which are strictly confidential for the company. * Bias results: When I was doing the survey, many respondents did not spend enough time on reading the questions. They marked most of the questions without reading. Due to this, we were unable to get the accurate results for our project.

Also some company officers were not that much helpful to share information about their own respective functions.

20. Conclusion: I have given my best to find out the best possible way to generate information about “ How to Increase Market share of Berger Paints Bangladesh Ltd.”. However, I know that customer satisfaction is rapidly changing factor and can never be bound in a certain boundary. Also it needs continues development. For business people if they adapt new strategies to ensure their customer satisfaction they will able to satisfy more customers and can capture more market share. From this project, managing a continuous relationship with the customer and getting their feedback is one of the key elements of building a satisfied customer base. Nowadays, there are many local and international renowned paint brands in our country. Berger should be very careful and innovative retaining their old customer base as well attract new one. Customers should be well communicated with the organization. Our expected outcome of this research is to make the company’s loyal customer base more satisfied and attract new ones.

Bibliography : 1. Essentials of Managerial Finance; Scott Besley & Eugene F.Brigham 2. Statistics for Managers Using Microsoft Excel, 5e © 2008 Pearson Prentice-Hall, Inc 3. F. R. David, P. Kotler, G. Armstrong; Strategic Management. 4. Principles of Marketing: Kotler & Armstrong 5. Brochure
Reference : 1. http://www.bergerpaints.com/about-berger/history-and-milestones.php 2. http://www.reportbd.com/.../Financial-Statements...Berger...Bangladesh.../Page1.html 3. http://www.bergerbd.com/corporate_info/reports/Annual_and_Quarterly_Reports

Appendix
Sample of Questionnaire. (Attached after this page)

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