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s while 45 were influenced by retailers and 31 by their architects or developers. Bearing the importance of these peoples' influence in customers' decision making, the research team took an interview of 30 dealers and retailers, 20 painters, and 30 Architect and developers. Their point of view regarding the paint industry is illustrated in the forthcoming sections.

6.3.1 Dealers and Retailers

From the sales point of view, dealers and retailers told the research team that, 70% of their daily sales come from selling Berger product while 15% comes from Asian, 10% from Pailac, 3% from elite and 2% from other paints. They were asked to rank some of the top paint companies on the basis of level of inventory, sales, profit, quality and price. From their opinion, table 6.12 is developed which ranks some of the paint companies regarding the stated dimensions.

It is evident from the table that, Berger is in the leading position in the mind of dealers in keeping inventory and sales. But it yields the least profit, maybe because its price is the highest. But from quality basis, Berger is in top position. Pailac is in the lead position from low cost point of view, but in the last position of quality dimension.

It is clear that, dealers and retailers promote Berger more than other companies. Research team tried to find out the reasons behind such promotion. Research team found that, paint companies provide some incentives and benefits to the dealers and retailers. The benefits include discounts, cash incentives and some promotional assistance including shop signboard, decoration, etc. Berger provides these benefits more than others. For example, Berger provides a cash incentive on each of the container. Also Berger arranges get together for the dealers and retailers, arrange picnics and these kind of entertainments. Other paint companies, although provide discounts, but not this sort of benefits. That's why dealers and retailers promote Berger products more than other products, although the per container profit is less for Berger than others.

6.3.2 Painters

Painters play a vital role in the purchase decision making for the customers. As paint is a semi-technical product, customers tend to rely more on experts in the field including the painters. In light to this, the research team surveyed a number of painters and found some interesting facts.

It seems that, painters in Bangladesh are associated with some dealers or retailers. But the problem is, this association is beneficial for the dealers and retailers and for customers but not for the painters. For example, if a customer wants painters' help in purchasing a can of paint, the painter takes customer to the dealer/retailer he is associated with. On the purchased cans price, dealer/retailer and customer gets a portion of discount or cash incentives, but painters do not get any incentives. Painters think deserve it better than others.

Another interesting thing was found that, Berger introduced a campaign in which a token was placed under the cap of every paint can. The token if returned to the nearest dealer/retailer, a cash incentive would be drawn. It was benef本论文由英语论文网提供整理，提供论文代写，英语论文代写，代写论文，代写英语论文，代写留学生论文，代写英文论文，留学生论文代写相关核心关键词搜索。