A STUDY ON DEALERS SATISFACTION OF

SHEENLAC PAINTS, CHENNAI

K KOSHY ABRAHAM
Reg. No: 52296
Thesis Supervisor: Mr. NELSON MATHEW
Assistant Professor

A Thesis
Submitted to M. G University, Kottayam,
in partial fulfilment of the requirements
for the award of the degree of

MASTER OF BUSINESS ADMINISTRATION

MARIAN INTERNATIONAL INSTITUTE OF

MANAGEMENT

Kuttikkanam, Kerala
2015
Declaration
I hereby declare that the thesis titled A STUDY ON DEALERS
SATISFACTION OF SHEENLAC PAINTS, CHENNAI is a bonafide work
done by me at Sheenlac Paints, Chennai in partial fulfillment for award of
the degree of Master of Business Administration under the guidance of Mr.
Nelson Mathew, Assistant Professor, Marian International
Management and Mr.Sibin S Kurup,

Institute

of

Area Sales Manager at Sheenlac

Paints, Chennai during the period from 6 th April 2015 to 6th June 2015. No
part of this work has formed the basis for the award of any degree, diploma
or any other similar title or recognition in any other University or institution.

K Koshy Abraham
2nd Year MBA
Reg. No:52296

Marian International Institute of Management

Place:
Date:

Certificate of Acceptance of the thesis

I certify that I have read this project report titled A STUDY ON

DEALERS SATISFACTION OF SHEENLAC PAINTS, CHENNAI prepared by
Mr K Koshy Abraham and that in my opinion it conforms to acceptable
standards of scholarly presentation and is fully adequate, in scope and
quality, as a thesis for the degree of Master of Business Administration.

________________________
Nelson Mathew
Assistant Professor
Supervising Guide
On behalf of the Institution, I accept this thesis as partial fulfilment of the
requirements for Master of Business Administration.

________________________
Director

(Office Seal)

Marian International Institute of Management

Kuttikanam, Kerala

Acknowledgement
I thank God Almighty for giving me the power, courage and patience to
write this dissertation project.
At first I wish to express my heartfelt gratitude to our director, Fr. P.
T. Joseph, Marian International Institute of Management, Kuttikanam for his
valuable guidance. And also express my gratitude to our Dean Academics,
Prof. Samson Thomas.
I would like to express my sincere thanks and gratitude to my
esteemed guide Mr. Nelson Mathew for his initiative and guidance and
valuable

suggestion.

Thanks

to

Marian

International

Institute

of

Management for offering an dissertation project as a part of fulfillment of

MBA, under the Mahatma Gandhi University.
I am deeply indebted to Sheenlac Paints, Chennai for giving
me this opportunity to complete my dissertation project in their esteemed
organization.

I express my gratitude to Mr. Sudhir Peter, Managing

Director, Sheenlac Paints, Chennai for granting me permission to complete

my project. I am extremely grateful to Mr. Sibin S Kurup, Area Sales
Manager, for guidance, assistance and support.
I specially thank all my family members and friends for giving the
necessary suggestions for improving the report. Their constant support and
encouragement helped me a lot to complete this report.

TABLE OF CONTENTS
CHAPTER

TITLES

PAGE
NO

LIST OF TABLES
LIST OF CHARTS
BACKGROUND OF THE STUDY
I

II
III

IV

1.1 INTRODUCTION

1.2 PROBLEM STATEMENT

1.3 OBJECTIVES OF THE STUDY

1.4 SCOPE OF THE STUDY

1.5 LIMITATIONS OF THE STUDY

REVIEW OF LITERATURE

PROFILE OF THE ORGANIZATION

14

3.1 PAINT INDUSTRY

15

3.2 PROFILE OF THE ORGANISATION

RESEARCH METHODOLOGY

16
26

4.1 INDRODUCTION

27

4.2. RESEARCH DESIGN

27

4.3. DATA COLLECTION METHOD

29
32

DATA ANALYSIS AND INTERPRETATION

V

5.1 DATA ANALYSIS AND INTERPRETATION

5.2 DATA ANALYSIS USING CHI-SQUARE TEST
FINDINGS AND CONCLUSION

VI

33
67
74

6.1 SUMMARY OF FINDINGS

75

6.2 SUGGESTION AND RECOMMENDATIONS

78

6.3 CONCLUSION

79

BIBLIOGRAPHY

80

QUESTIONNAIRE

81

LIST OF TABLES

T.NO

TABLE NAME

PAGE
NO

EXPERIENCE IN DEALERSHIP

33

FACTORS ENABLING DEALERS

35

CREDIT PERIOD GIVENN BY SHEENLAC

37

PROMOTIONAL ACTIVITIES GIVEN BY

SHEENLAC

39

EXPECTATION ON QUANTITY

41

DEALING PRODUCT WITH OTHER COMPANIES

43

ACCESSIBILITY OF PRODUCTS

44

EMPLOYERS DELAING WITH DEALERS

46

FACTORS COMPARED WITH COMPETITORS

48

10

RECOMMENDATION BY CUSTOMERS

50

11

SEASON PRODUCTS

51

12

AWARENESS ON PRIMER PRODUCTS

53

13

PRICING OF PRIMER PRODUCTS

55

14

DEALERS EXPECTATION ON QUALITY & PRICE

57

15

NEED OF QUALITY AND PRICE

58

16

OTHER FACTORS COMPARED WITH

COMPEITIORS

60

17

SAMPLING OF A PRODUCT

62

18

SERVICE GIVEN AFTER THE LANUCH

63

19

PRODUCT RATING

65

20

21

22

EXPERIENCE OF THE DEALERS AND

RECOMMENDATION OF SHEENLAC PRODUCTS
EXPERIENCE OF THE DEALERS AND
AWARENESS ON SHEENLAC PRODUCTS
EXPERIENCE OF DEALERS AND FEELINGS ON
SHEENLAC EMPLOYEES.

67

70

72

LIST OF CHARTS
C.NO

CHART NAME

PAGE.
NO

EXPERIENCE IN DEALERSHIP

33

FACTORS ENABLING DEALER

35

CREDIT PERIOD GIVENN BY SHEENLAC

37

PROMOTIONAL ACTIVITIES GIEN BY SHEENLAC

39

EXPECTATION ON QUANTITY

41

DEALING PRODUCT WITH OTHER COMPANIES

43

ACCESSIBILITY OF PRODUCS

44

EMPLOYEES DELAING WITH DEALERS

46

FACTORS COMPARED WITH COMPETITORS

48

10

RECOMMENDATION BY CUSTOMERS

50

11

PRODUCTS SEASON

51

12

AWARENESS ON PRIMER PRODUCTS

53

13

PRICING OF PRIMER PRODUCTS

55

14

DEALERS EXPECTATION ON QUALITY & PRICE

57

15

NEED OF QUALITY AND PRICE

58

16

ADVANTAGE COMPARED WITH COMPEITIORS

60

17

SAMPLING OF A PRODUCT BEFORE LAUNCH

62

18

SERVICE GIVEN AFTER THE LANUCH

63

19

PRODUCT RATING

66

ABSTRACT
Purpose:
The study is undertaken to know the dealer expectations while selling
sheenlac products and to understand how the company is different in
marketing its product. The objective of the study is to know the level of
dealers satisfaction in Sheenlac paints. And the Secondary objectives are
to know the position of Sheenlac against other leading paint companies,
dealer perception towards sheenlac in Pathanamthitta, to list out the
factors that influences the dealers while taking dealership, to know the
dealers expectation while taking a dealership of a particular brand, and to
evaluate the behavior of dealers while pushing a particular product
Methodology:
The study is a descriptive research conducted based on a sample of 70
Paint dealers in Pathanamthitta with the aid of questionnaire and personal
interview.
Findings:
Most of the Dealer are satisfied with Sheenlac products and the Company,
almost all dealers having an experience of 4-7 years It is inferred that factor
enable dealers satisfaction of promotional scheme. It is inferred that
promotional activities given by sheenlac are not reasonable. The company
has been practicing push strategies because it has low brand awareness.
From the survey it was clear that good quality and rate of commission were
important factors, which were considered for pushing a particular brand by

dealers. Sheenlac is meant for thinners and polish products, i.e wood
finishes they are standing amongst the other products. Quality is very high
compared to other products.