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average paint duration of a single customer. It is almost equal for all the customers. But Paint required per customer is the highest for customers from Dhaka in both paint requirement per occasion and paint requirement per year. Table 6.5 shows the paint cost in different areas in two dimensions- cost taka per occasion and cost taka per year. Here a different scenario is present. It can be seen that, in both the dimensions, the consumers of Sylhet are in number one position followed by consumers of Dhaka.

6.2.3 Customer Satisfaction

The mean customer satisfaction for all customers came 4.35 in a scale of 5, which means customers are highly satisfied with the products. The satisfaction is almost equal in area wise satisfaction study (Show in Table 6.6)

In identifying the reasons for such satisfaction, Multiple Regression Analysis was done. The model used in the analysis is provided in Appendix_. The R2 value of the study came 0.334 which means the model is very much fit to analyze the customer satisfaction. Table 6.7 shows the independent impact of each of the variables on Customer Satisfaction.

Analyzing the model, it can be seen that, customers are very much unhappy with price of the products due to which the impact of price came negative and the value of impact is somewhat high, 15.6% of the overall satisfaction. Similar result came for powdering as customers complained about the powdering of the paint. Impact of other 4 variables came positive which means customers think the paint is available, has high variation in shade, container size is beneficial and paint does not discolor easily.

6.2.4 Customers' Future Intention

In this study customers' future intention is measured in terms of the brand they will purchase in future, their switching tendency and the brand to which the switch is intended. While asking “which brand would you prefer to buy in future”, most of the customers (73.6%) told that they want to buy Berger paints (shown in 6.5). In 2nd position, there is an Asian paint with 11.23% of future purchase intention while that of Elite paint is 8.33% which ranked it in the third position.

While measuring the switching tendency, a very interesting fact was found. 16% of all the customers want to switch from their current brand. Although Berger has the highest future purchase intention share of customers, at the same time, Berger has the highest switching intentioned customer base to which is almost 35% of all switchers (Shown in table 6.8). Asian is in the second position with 20% and Elite at third position with 14% of switchers.

When the respondents were asked why they intended to switch from their current brands, the principle reason came was due to the cost (table 6.9). 35.6% of the switchers think the brand they are currently using is too costly. 18.2% said that the container size is not beneficial, either it is too small for requirement or too large.17.5% thinks there is low variety of shades. 13.6% found low availability of their brand while 12.9% found low longevity of paint.

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