Analytical Model:

Research Questions & Hypotheses:

A structured questionnaire has been used to collect data. Multiple choice questions and dichotomous questions have been used to develop structured questionnaire.

 RQ 1: Is it possible to identify customer satisfaction about the product of Asian Paints?

 H₁: Yes it is possible toidentify customer satisfaction about the product of Asian Paints

 RQ 2: Are the current products provided by Asian Paints are sufficient to satisfy its customers?

H₁: Current products provided by Asian Paints are sufficient to satisfy its customer.

Management Decision Problem

Should Asian Paints do something new to improve the satisfaction level of its customer?

Marketing Research Problem 

To determine the factors those affect the satisfaction level of customers of Asian Paints.

Broad Statement:

“Customer satisfaction of the customers of Asian Paints Bangladesh Ltd.”

Specific Components

1. To analyze current satisfaction level of the customers
2. To determine the factors that affect customer satisfaction
3. To analyze customer perception, preference or loyalty regarding the product and service
4. To find out whether current products meet consumer expectations or not
5. Respondents preference for different offers are decomposed to determine the persons inferred utility function for each attribute and the relative importance of each of the attribute.

Dependent Variables

• Customer satisfaction

Independent Variables

Type of Research:

There will be a two-stage research. At the first stage, an exploratory research will be conducted to identify the variable that affects customer satisfaction level using secondary data analysis, expert Surveys. After that descriptive research will be conducted to measure the relationship among variables.

Data Collection Method

Data will be collected through Survey questionnaire.

Sources of Data  Primary Sources:

Survey

Secondary Source:

• Different Websites
• Brochure of companies
• Various articles journals & reports
• Other published materials

Sampling Frame 

List of household of Dhaka city that can be found by websites or Dhaka City Corporation.

List of Customer, Dealers, and employees in Dhaka city from Asian Paints.

Sample unit Sampling unit consist of the respondents. For that reason we divided the total population in to some group.

The knowledgeable respondents.

• Higher Upper class
• Upper Class
• Upper Middle Class

 Sampling techniques

A non-probability judgmental sampling technique has been followed in which the sample elements have conveniently selected.

 Sampling SizeSample size is 50 respondents.

Customers

The detailed area wise customer is given below. We have selected the 50 customers based on judgment. Sample Size for the customer 50.

Scaling techniques

A questionnaire will be administered through personal interview. A draft questionnaire is presented. 9 point likert scale, structured multiple choice questions and some dichotomous screening question will be included if needed to collect primary data.

Sample CharacteristicsDemographic   

Age                                                    Age group 30-40, 41-50, 51 to above…

Occupation                                    Service holders, Businessman, Managers, Architects, Engineers, Painters

Social Class                                    Upper class, upper middle class

Behavioral

User status                                     Regular user, first time users

Loyalty status                               Medium, strong

Geographical

Area or Districts                         Dhaka city only

Questionnaire development and pretesting:

Structured and unstructured questions are used to obtain needed information in 4 pages. The questionnaire is pretested on minimum five respondents and data are used to test analysis process in SPSS software. We can change the questionnaire depending on pretesting results.

We shall do the fieldwork. For this purpose, we shall try to follow the guidelines suggested by Naresh k. Malhutra (5^th Edition) chapter thirteen of the textbook. We also shall try to ask questionnaire as simple as the respondents can understand.

Data collection, preparation, analysis, and reporting using:

a) Analysis of Variance

b) Regression Analysis

c) Discriminant Analysis

d) Logit Analysis

e) Factor Analysis

f) Cluster Analysis

g) Multidimensional Scaling

ANOVA (Analysis of variance):

Analysis of variance is used for examining the difference in the mean values of dependent variable (Identifying customer satisfaction of the customers of Asian Paints Bangladesh Ltd.) associated with the effect of controlled independent variables (such as brand image, quality, price, availability etc).

In ANOVA, the dependent variable will be metric and the independent variables are all categorical, or combinations of categorical and metric variables. One-way ANOVA involves a single independent categorical variable. Interest lies in testing the null hypothesis that the category means are equal in the population. The total variation in the dependent variable is decomposed into two components: variation related to the independent variable and variation related to error. The variation will be measured in terms of the sum of squares corrected for the mean (SS). The mean square is normally obtained by dividing the (SS) by the corresponding degrees of freedom (df). The null hypothesis of equal means will be tested by an F statistic, which is the ratio of the mean square related to the independent variable to the mean square related to error.

Regression Analysis:

The purpose of this analysis is to measure the relative influence of each independent variable on the dependent variable. Actually, multiple regressions will be used to measure the influence of each of the factors that influence launching new products in paint industry (business diversification or market growth potentials).

The regression model:

Y = b₀ + b₁X₁+ b₂X₂ + b₃X₃ + b₄X₄ + b₅X₅ + b₆X₆ + b₇X₇ + b₈X₈ +b₉X₉+b₁₀X₁₀ + e_i

Discriminant Analysis:

Discriminant analysis is useful for analyzing the data when the criterion or dependent variable is categorical and the predictor or dependent variables are interval scaled. Here our main objective is to identify which predictor variables contribute to most of the inter group differences.

 Logit Analysis:

Logit analysis, also called logistic regression, is an alternative to two-group discriminant analysis when the dependent variable is binary. The logistic regression estimates the probability of binary event and unlike OLS regression, the logit model constraints the probability to lie between 0 and 1.

Factor Analysis:

Main objective is to data reduction and summarization. In marketing research there may be large number of variables, most of which are correlated and which must be reduced to a manageable level. However the relative significance of each of the independent variable on the dependent variable can be measured from the associated coefficient. However, if there is any multicoliniarity problem, then factor analysis will be conducted.

Factor model:

X_{i =} A_i1 F₁ + A₁₂ F₂+ …………………… + A_imF_m + V_iU_i

F_i=W_i1X₁+W_i2X₂+………………………+ W_ik X_k

Where,  X_i= ith standardized variable

A_ij= standardized multiple regression coefficient of variable i on common factor j

F= common factor

V_i= standardized regression coefficient of variable I on unique factor i

U_i= the unique factor for variable i

m= number of common factor

F_i = estimate the ith factor that influences on brand iamge

W_i = weight or factor score coefficient

K= number of variables

Cluster Analysis:

Main objective of cluster analysis to understand buyer behavior, identify the new the product opportunities, segmenting the market and reducing the data. Mainly cluster analysis is a classes of technique used to classify the object or cases into relatively homogeneous group. However in clustering we will give our priority mainly on Variance method.

Variance Method:  attempt to generate cluster to minimize the within cluster variance. A commonly used variance method is Ward’s Procedure.

Multidimensional Scaling:

Mainly used for spatial representation of respondent’s perception and preference. Perceived or psychological relationship among stimuli is represented as geometrical relationship among points in a multidimensional space. However input data obtained from the respondents can be related to perception or preferences. However perception data can be direct or indirect. However in our research report we shall mainly focus on direct method perception data.

a)      Asian Paints Marketing Team

b)     Asian Paints-Wikipedia, the free encyclopedia

c)      www.asian paints.com

d)     www.wikipedia.com

e)      www.wikihow.com

f)       Naresh k.Malhutra (5^th Edition) – Marketing Research

g)      William G. Zikmund (8^th Edition) – Business Research Method

h)     Marketing Management – Philip Kotler, 11^th Edition

Topic:

Customer satisfaction of the customers of Asian Paints Bangladesh Ltd.

As a student of Faculty of Business, I am conducting a research for preparing a report under the supervision of our faculty professor Dr. A. K. Fazlul Haque Shah. I have prepared a questionnaire for you. Your answer to these questions will help us significantly in conducting the research activity accurately.It would be very kind of you to spare some time for us and answer the following questions. The information acquired will not be used for any business purpose, rather for education purpose only.

Part-B

Listed below are different options about to determine factors that influence launching new product in paint industry. Please rate how strongly you agree or disagree with each of the following statements by placing a check mark.

Qs. 01. Please rate the level of satisfaction about Asian Paints Bangladesh Ltd.

Qs. 02. Asian paints is a popular brand.

Qs. 03. Products of Asian Paints are available when I want to buy it.

 Qs. 04. Customers are satisfied with the current level of quality of Asian Paints.

 Qs. 05. Asian Paints Charges fair prices.

 Qs. 06. Products of Asian Paints are long lasting.

 Qs. 07.  After sales service of Asian Paints is up to the mark.

 Qs. 08. Asian paint provides huge variety of products.

 Qs. 09. Clients are given individual attention.

 Qs. 10. Asian Paint uses environment friendly ingredient in their products.

 Qs. 11. Asian paint provides customized product to its customer.

Qs. 12. Please rate the level of satisfaction about Asian Paint.

  Satisfied              Dissatisfied

Qs. 02. Asian paints is a popular brand.

Qs. 03. Products of Asian Paints are available when I want to buy it.

Qs. 04. Customers are satisfied with the current level of quality of Asian Paints.

Qs. 05. Asian Paints Charges fair prices.

 Qs. 06. Products of Asian Paints are long lasting.

 Qs. 07.  After sales service of Asian Paints is up to the mark.

 Qs. 08. Asian paint provides huge variety of products.

 Qs. 09. Clients are given individual attention.

 Qs. 10. Asian Paint uses environment friendly ingredient in their products.

Qs. 11. Asian paint provides customized product to its customer.

Questions for Regression Analysis

Qs. 01. Please rate the level of satisfaction about Asian Paints Bangladesh Ltd.

Qs. 02. Asian paints is a popular brand.              

Qs. 03. Products of Asian Paints are available when I want to buy it.

Qs. 04. Customers are satisfied with the current level of quality of Asian Paints.

 Qs. 05. Asian Paints Charges fair prices.

 Qs. 06. Products of Asian Paints are long lasting.

 Qs. 07.  After sales service of Asian Paints is up to the mark.

 Qs. 08. Asian paint provides huge variety of products.

Qs. 09. Clients are given individual attention.

Qs. 10. Asian Paint uses environment friendly ingredient in their products.

 Qs. 11. Asian paint provides customized product to its customer.

Questions for Discriminant Analysis

Qs. 01. Please rate the level of satisfaction about Asian Paints Bangladesh Ltd.

Qs. 02. Asian paints is a popular brand.             

Qs. 03. Products of Asian Paints are available when I want to buy it

Qs. 04. Customers are satisfied with the current level of quality of Asian Paints.

Qs. 05. Asian Paints Charges fair prices.

 Qs. 06. Products of Asian Paints are long lasting.

 Qs. 07.  After sales service of Asian Paints is up to the mark.

 Qs. 08. Asian paint provides huge variety of products.

 Qs. 09. Clients are given individual attention.

 Qs. 10. Asian Paint uses environment friendly ingredient in their products.

 Qs. 11. Asian paint provides customized product to its customer

Questions for Factor Analysis

Qs. 01. Please rate the level of satisfaction about Asian Paints Bangladesh Ltd.

Qs. 02. Asian paints is a popular brand.              

Qs. 03. Products of Asian Paints are available when I want to buy it.

Qs. 04. Customers are satisfied with the current level of quality of Asian Paints.

Qs. 05. Asian Paints Charges fair prices.

 Qs. 06. Products of Asian Paints are long lasting.

 Qs. 07.  After sales service of Asian Paints is up to the mark.

 Qs. 08. Asian paint provides huge variety of products.

 Qs. 09. Clients are given individual attention.

Qs. 10. Asian Paint uses environment friendly ingredient in their products

Qs. 11. Asian paint provides customized product to its customer.

Questions for Cluster Analysis

Qs. 01. Please rate the level of satisfaction about Asian Paints Bangladesh Ltd.

Qs. 02. Asian paints is a popular brand.           

Qs. 03. Products of Asian Paints are available when I want to buy it

Qs. 04. Customers are satisfied with the current level of quality of Asian Paints.

Qs. 05. Asian Paints Charges fair prices.

 Qs. 06. Products of Asian Paints are long lasting.

 Qs. 07.  After sales service of Asian Paints is up to the mark.

 Qs. 08. Asian paint provides huge variety of products.

 Qs. 09. Clients are given individual attention.

Qs. 10. Asian Paint uses environment friendly ingredient in their products

 Qs. 11. Asian paint provides customized product to its customer.

Questions for Logit Analysis

Qs. 01. Please rate the level of satisfaction about Asian Paints Bangladesh Ltd.

Satisfied                              Dissatisfied

Qs. 02. Asian paints is a popular brand.             

Qs. 03. Products of Asian Paints are available when I want to buy it.

Qs. 04. Customers are satisfied with the current level of quality of Asian Paints.

Qs. 05. Asian Paints Charges fair prices.

Qs. 06. Products of Asian Paints are long lasting

 Qs. 07.  After sales service of Asian Paints is up to the mark.

 Qs. 08. Asian paint provides huge variety of products.

Qs. 09. Clients are given individual attention.

 Qs. 10. Asian Paint uses environment friendly ingredient in their products.

Qs. 11. Asian paint provides customized product to its customer.