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11. Paint Requirement is the highest for customers of Dhaka, an average of 159 litters per occasion and 60 litters per year and least is for the customers of Khulna, an average of 50 litters per occasion and 17 litters per year.

12. Paint cost is highest for customers of Sylhet with an average of 62690 taka per occasion and 25263 taka per year.

13. Average customer satisfaction for the customers of paint is 4.35 in a scale of 5.0

14. 73.6% of the customers want to buy Berger paints in future

15. 16% of all customers want to switch from their current brands.

16. 35% of the current Berger users want to switch towards other paints.

17. Among all switchers, 20% of current Berger users want to switch to Asian Paints and 8.89% want to switch to Elite.

18. 35.6% of the switchers want to switch due to the high price of paint

19. 32% of all customers surveyed want low price paints from the paint industry.

20. In the ranking of paint companies in Bangladesh prepared by Customers, Berger is in the 1st position, Elite in 2nd, Asian in 3rd, Roxy in 4th and Pailac in 5th Position.

21. As a media, Television has the highest customer awareness followed by Billboard and shop signboard.

7.3 Painters' View

Research team asked painters what type of assistance they want from the paint companies. They detailed a number of assistance, shown below:

v Cash incentives if a painter helps a customer purchase paint of a particular company

v Hand protection (gloves)

v Get together, picnic, etc.

v An incentive on fulfilling a target of paint purchase.

8.0 Recommendations

After reviewing the entire industry and talking with customers and experts, the research team finds that, there is two basic marketing strategies for the paint companies to follow in near future. These are: Cost leadership and Quality leadership.

In cost leadership strategy, paint companies can decrease the cost of paint to meet the customers' satisfaction level. But to follow this strategy, companies may have to sacrifice some quality aspects. A positive side of sacrificing quality aspects is that, being paint is a semi-technical product, customers are not fully aware of the quality dimensions of the product. So, some mere deterioration of quality may not seem significant to the customers, if a good amount of cost can be reduced. On the other hand, the negative side is that, life cycle of paint is relatively higher than other products. So, eventually the quality reduction may not be evident to the customers, but not in the long run. So there is a chance that, in future companies may loose a good number of customers if this strategy is followed.

On the other hand, following quality leadership strategy, companies should enhance the quality of current products. Now this can be done by adding some value to the product. For example, texture colors can be introduced, glossy coatings can be included, companies may improve the longevity of paint, etc. These value additions may resul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。