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internship program. As an intern, I was placed in Unitrend Limited- Affiliated with McCann Worldwide. I worked for 3 months in the Unitrend Limited (Brand Division), under the supervision of Jahidul Islam, Senior Brand Executive of Unitrend Limited. As an intern of the department I was asked to assist the Brand section (Berger pints Bangladesh Limited). After consultation with my supervisor, my faculty advisor at University of Dhaka, Dr. Serajul Hoque (Professor, Department of Marketing), I decided to explore “Market Study of Berger Paints Bangladesh limited (BPBL)”.

1. 3 Objectives

Based on the secondary literature survey, expert's opinions and consumers' requirements, the broad and the specific Objectives of the research have been set.

1.3.1 Broad Objective

Market Study of Berger Paints Bangladesh Limited (BPBL).

1.3.2 Specific Objectives

i. To analyze market trends & market shares of BPBL

ii. To Analyze competitor behavior and performance

iii. To determine current satisfaction level of BPBL

iv. To find out whether current products of Berger Paints Bangladesh Limited meet consumer expectations or not.

v. To identify the reference group (Painters, Architectures,) influence of the customers in choosing specific brand.

vi. To find out the market potential for existing products (e.g. market size, growth, changing sales trends)

vii. To Assess the potential for new products that are not provided by the current paint manufacturers ( in term of New product Development)

viii. To forecast new user for existing products

1.4 Approaches to the Problem

1.4.1 Theoretical Framework

A pull demand is created when demand is created in the market and is the most beneficial. To implement such a strategy we have to first assess the needs of the market, judging the perception of customers and contractors and finding out new locations and convert them into new dealers so that there is more availability of the product in the market.Assessing competitor market and developing a strategy to kill or overcome competition is the second part of the report. Opening new dealers in the market will take care of this. Expanding the dealer network helps in market penetration.All the effort will be a waste if there is no demand from the end consumer of goods. Painters, contractors, advertisements, friends and family influence the end customer. So the end customer generates the main demand and Berger Paints must analyze customer satisfaction over time.

1.4.2 Analytical Model:

1.4.3 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.

H0: There is no association between customer satisfaction (DV) and factors influencing customer satisfaction (IV).

H1: There is an association between customer satisfaction (DV) and factors influencing customer satisfaction (IV).

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