Barzer

Titli

Declaration
I have declare that the report work ‘’Analysis of customer satisfaction of BERGER PAINTS BANGLADESH LIMITED’’ submitted to ASA UNIVERSITY BANGLADESH as apart of the BBA curriculam, is a record of an original work done by me under the guidance of prof Jesmin Akter Assistant Professor Department of Business Administration ASA University, Bangladesh.

Table of Contents
SERIAL NO. PARTICULARS PAGE NO

01

Letter of Transmittal
Jesmin Akter Assistant Professor Department of Business Administration ASA University, Bangladesh.
Subject: Submission of report on Customer Satisfaction and Loyalty in Berger Paints Bangladesh Limited.
Dear Mam,
With due respect, as a student of ASA University, Bangladesh, I have prepared my report on “Antecedents of Customer Satisfaction and Loyalty in Berger Paints Bangladesh Limited”. I have tried my level best to follow your guidelines in every aspect of planning of this report. I have also collected what I believe to be the most important information to make this report specific and accurate as possible. I hope you will appreciate my effort. I have done the study in a complete form and I have done my level best to conduct this in a professional manner. It is true that, it could have been done in a better way if there were no limitation. I hope you will assess my report considering the limitations of the study.

Yours sincerely, -------------------------
Raisul islam
Id:12-1-12-0142
Md.Moshiur Rahman
Id:12-1-12-0143
Md.Ifta Kharul Haque
Id:12-1-12-0073

ACKNOWLEDGMENT

The successful completion of this report might never be possible in time without the help of some person whose inspiration and suggestion made it happen. First of all I want to thank my Assistant Professor, Department of Business Administration Jesmin Akter for helping me completing my report on “Antecedents of Customer Satisfaction and Loyalty in Berger Paints Bangladesh Limited.”
Finally, my special thanks go to the whole marketing department of Berger Paints Bangladesh Limited for their continuous support, inspiration and giving me the opportunity to deal with different work situations.

1.0 Introduction

Berger Paints is one of the oldest names in the paint industry, yet, it is one of the most technologically advanced companies in the country. It is constantly striving for innovating superior quality products and services. With more than 250 years of rich heritage, Berger manufactures world class paints for all kinds of substrates and also provides unparallel services. Berger‟s inception was laid out in 1760 by a German national named Louis Berger, who started dye and pigment making business in England. Louis involved his family into the business and eventually changed the status of the company to Louis Berger and Sons Limited. The company grew and expanded rapidly with a strong reputation for excellence in innovation and entrepreneurship. In the initial years, Louis successfully refined the process of manufacturing Prussian blue, a deep blue dye. This dye was widely used for the uniforms of many European armies of that time. Production of dyes and pigments evolved into production of paints and coatings, which till today, remains the core business of Berger. The company grew rapidly, by establishing branches all over the world and through mergers and acquisitions with other leading paint and coating manufacturing companies.

Berger Paints started „painting‟ Bangladesh since independence. Over the past few decades, Berger has evolved and transformed itself in becoming the leading paint solution provider in the country with a diversified product range that caters to all your painting needs. With its strong distribution network, Berger has reached almost every corner of Bangladesh. Nationwide Dealer Network, supported by 8 Sales Depots strategically located at Dhaka, Chittagong, Rajshahi, Khulna, Bogra, Sylhet ,Comilla, and Mymensingh.

Berger 's one of the prime objectives is to provide best customer support-connecting consumers to technology through specialized services like free technical advice on surface preparation, color consultancy, special color schemes etc. To bolster customer satisfaction, Berger offers Home Decor Service from where one can get an array of services pertaining to painting. Apart from business, Berger Paints has added another dimension to its social responsibilities by contributing to the well being of the autistic children in Bangladesh from 2009. Berger Paints Bangladesh Limited has been promoting the young and creative talents of the country through Berger Young Painters‟ Art Competition (BYPAC), Berger Award for Excellence in Architecture (BAEA)
Berger Award Programme for the Students of Architecture of BUET (BASAB), Scholarship Programme for the students of Architecture Discipline, Khulna University.
Berger grew rapidly by establishing branches all over the world and through merging with other leading paint and coating companies. Today, Berger is one of the leading companies in the global paint industry. Berger offers all kinds of painting solutions in decorative, industrial or marine segment for both decorative and protective purpose Berger Paints started its sailing into the sea of Bangladesh from pre-liberation era, to be precise in 1950. The main business flourished in the post liberation phase. In Bangladesh the major milestones of Berger Paints are given below:

1950 – Started operation in Bangladesh by importing Paint from Berger UK.
1970 - Establishment of Chittagong Factory. 1980 – Named as Berger Paints (BD) Ltd. from Jenson & Nicholson (J&N). 1991 – BMRE in Chittagong Factory. 1995 – Establishment of Double Tight Can Manufacture Plant.
1999 – Establishment of Most Modern Sate-of-the-Art Paint Production Plant in Dhaka. 2002 - Construction of own building for the Corporate Office in Dhaka. 2004 – Establishment of Powder Coating Plant.

Purpose of the Study

The purpose of this study is to find out the customer satisfaction level and loyalty among the Berger paint users. In this competing market what variety of product Berger paints are providing to their customer is a very important issue. Research has find out how strong relationship Berger maintain with their customer and how they are satisfying their customer by providing value. Therefore the researcher purpose is to find out, is there any significant relationship between Berger paints and customers perception towards using Berger products. This report is mainly based on the answers of the questionnaire survey and some in depth interview.

Limitations

Every research has some limitations. This research also has some limitations. The study was limited by a number of factors. Researcher faces Time limitations, sample size was very small to present the proposed scenario and people here in our society are not familiar with marketing research and as a result when approached they feel agitated and disturbed, most of them thinking that we are trying to sell them something. Most of them think that I am a Sales representative. Thirdly the research was limited only a specific area in Dhaka city. There might be some sampling error because of convenience sampling process. Some of the respondent did not properly answer the questions due to shortage of time.

Review of Literature

Product cost:

Berger makes it possible to bring the best painting solutions at affordable prices. They have different category of product with different price. Product costing is defined as a process of estimating the cost of a final product at design stage (Sheldon et al, 1991). Ulaga and Eggert (2006) point out that manager identify direct product costs, i.e. the price charged by a supplier, as the key relationship cost-driver. With regard to the effect of price on customer satisfaction in the context of manufacturing firms, Fynes and Voss (2001) found both constructs to be inversely related. On the other hand, we found no studies with a direct influence of price on customer loyalty. Whitney (1987) pointed out the predominant percentage of manufacturing cost of a product is determined at product design stage. Therefore, estimating cost at design stage, i.e. product costing, is one of the vital enablers for accurate pricing in customer negotiation. Moreover, product costing is able to discover the linkages between design specifications and cost factors and then find the method to reduce cost at early stage. Product costing aims at estimating the cost of a product without complete information of process plan or other production data. There are a number of research perspectives in industry and academia. Alexander et al, (2002) narrowed these methods down to three categories: analogous method, statistical method and analytical method. Analogous methods suggest that similar products have similar costs. These methods describe similarity as the level of correspondence of relevant characteristics (Alexander et al, 2002). The degree of similarity in function or geometry is computed as the distance between two similar items. One of the drawbacks of analogous methods is the limitation of the number of characteristics. In addition, the information provided to search for a similar product at early design stage is insufficient and the values of some characteristics may be missing. Moreover, part of overhead cost (like inventory cost) is not related with the specifications of product. Therefore, analogous methods are only suitable to estimate the costs related with product features.

Product quality:

Berger Paints Produces decorative, industrial, marine, coatings along with binders/different polymers (for paints and textile industry). The factories employ modern technologies for the purpose that includes automatic and semi-automatic production and filling lines. Production and quality testing machine from famous makers in Asia, Europe and America ensures precision of operations and enviable quality of the product. Raw materials of consistent quality from renowned brands are being used and the best of the professionals in the industry oversee the production and quality assurance operations. People, mostly engineers and chemists, who are considered as the most valuable resources at Berger. Berger thus ensures manufacture of the best quality products at most competitive cost employing green manufacturing techniques. There are some studies that found a positive effect of product quality on customer satisfaction (Selnes, 1993; Janda et al, 2002; Chumpitaz and Paparoidamis, 2004), whereas the effect on customer loyalty clearly lacks empirical support in the business-to-business context. In consumer-based studies the positive link between product quality and loyalty has mostly been confirmed for behavioural loyalty (Devarajet al, 2001; Espejelet al, 2007). The transcendent definition of quality is derived from philosophy and borrows heavily from Plato‟s discussion of beauty. From this viewpoint, quality is both absolute and universally recognizable. According to Pirsing (1992, p.73), defining quality as excellence means that it is understood “ahead of dimension as a direct experience independent of and prior to intellectual abstractions. The product based approach has its roots in economics. This definition allows for the precise and objective measurement of quality, although it has limited applicability for service.

Customer satisfaction:

Berger 's one of the prime objectives is to provide best customer support-connecting consumers to technology through specialized services like free technical advice on surface preparation, color consultancy, special color schemes etc. To bolster customer satisfaction,

Berger offers Home Decor Service from where one can get an array of services pertaining to painting. Satisfaction is a “positive affective state resulting from the appraisal of all aspects of a firm‟s working relationship with another firm” (Anderson and Narus, 1984, p. 66). Consistent with this view, satisfaction encompasses economic and noneconomic components. Economic satisfaction is defined as a
“Positive affective response to the economic rewards that flow from the relationship with its partner, such as sales volume and margins”, while non-economic satisfaction is a “positive affective response to the non-economic, psychosocial aspects of its relationship, in that interactions with the exchange partner are fulfilling, gratifying, and easy” (Geyskens et al, 1999). The relationship between economic and noneconomic components of scales for measuring satisfaction differs considerably among studies (Geyskens et al, 1999). That there is a shortfall of research in this area has also been pointed out by Sheth and Sharma (2006) in their overview of the surpluses and shortages in business-to-business marketing theory and research. The authors identify organizational satisfaction as one of the areas that may generate theory-based empirical research, and point out that the understanding of satisfaction in business-to-business marketing is still limited. One way of addressing the link between customer value and satisfaction is therefore to study value as a formative construct.
In their discussion they rely on Iacobucci et al. (1994), who were the first to observe that all that satisfaction research needs is the inclusion of price (besides the relationship benefits) as another determinant of satisfaction

Framework

This paper attempted to bring the level of satisfaction and loyalty among the Berger paint users. Researchers have tried to put the relevant factors which influence the customers. This research was built upon using the following framework. The framework consists of six (7) independent variables and one (01) dependent variable surrounding the consumer perception regarding Berger Paints. The framework for the projected study is presented below:

Figure 1.0: Framework of Research Variable and their Relationships

The Research Design- Methods and Procedures

Research design:
The projected framework (Figure1.0) represented the outline and arrangement of relationships among the set of considered variables. The research question and hypotheses clearly support this model. In this study, the researchers are going to investigate what are the main reason (Product cost, Product quality, Delivery performance, Supplier, Time to market, Service support, and Personal interaction) that effect in consumer mind (Customer satisfaction) to use Berger paints. When researcher investigates the effects of the measuring variables and analysis the relationships among variables, the design is known as co-relational (Graziano & Raulin, 1997; Zikmad, 2000). That is why a Co-relational research design has been selected in order to find out the appropriate answer of the research question and to test the hypotheses. The model also suggests these types of design. The present “Descriptive” research methodology uses a correlation study to establish the existence of relationships between the measured variables. In this research the, researchers intend to identify whether any relationships exists between these measured variables or not. A Co-relational study provides a measure of the degree between two or more variables. Therefore, the recent study will be characterized as a Co-relational study. With the above findings in the literature, this study aims to inspect the possible relationships among Product cost, Product quality, Delivery performance, Supplier, Time to market, Service support, and Personal interaction with Customer satisfaction of Berger paints.

Sample unit:
To done this research accurately researcher targeted the population who has currently using Berger paints. Sampling technique will be simple random sampling under the probability sampling method. Cooper and Schindler (2003) stated that in this type of probability sampling method each population element is known and has an equal chance of selection.

Sample Size:
Sample size relates to how many people to pick for the study. For this kind of study researcher need to do select a sample size. Researcher picked both male and female from different ages and professional back ground and the sample size was N=50. The study will be conducted only in Dhaka city due to time and budget constraints. This research is a Quantitative Research.
Sample Procedure:
Researcher used probability sampling to collect information. Researcher used purposive probability sampling to know the characteristics or experiences, attitudes, perception of participants. Here researcher selected participants randomly and give them the questionnaire so that we can know about all those characteristics.

Instruments:

Questionnaires will permit us to gather information that cannot be found elsewhere from any secondary information such as books, newspapers, and internet resources. So the questionnaire survey is the most successful method for this study to collect the data. Researcher used a structured questionnaire. In a structured questionnaire, quantitative data is required. Because of this reason, the researcher will use questionnaire. According to interval scale the response choices will be arranged. There are five (5) response choices. Five-point of liker type scales were used in all measures. These are:

Data Analysis/ Result Analysis: Frequencies analysis:
The sample consists of 25 male and 25 female Berger Paint users. 50% of male and 50% of female Berger Paints user participates in this survey which is shown at Table 1.1 Among the responding 08Berger Paint users age was between 25-30 years. 12Berger Paint users were between ages 30-35. In between 35-40 ages there were 3Berger Paint users and No user was age between 40-45 and 45-50,
Correlation analysis:
Correlation analysis was conducted on all variables to explore the relationship between variables. The bivariate correlation procedure was subject to a two tailed of statistical significance at two different levels highly significant (p<.01) and significant (p<.05). According to Nadim Jahangir the classification of correlation coefficient is as follows:

Figure 3.0: The classification of correlation coefficient

Relationships between Product Cost and Customer satisfaction:
According to spearman Table: 3.0, correlation coefficient between Customer satisfaction and Product cost is -.205 shows negative relationship between two variables. The Spearman rho for the correlation between Customer satisfaction and Product cost frequency is (rho = -.205) that represents Sperman rho is negative which means that there no relationship between two variables. This suggests that changes in one variable are not strongly correlated with changes in the second variable. So we could conclude that our variables negatively correlated. The Sig. (2-Tailed) value in the analysis is .204 which is greater than conventional p value of .05. Because of this we can conclude that there is no statistically significant correlation between two variables. That means, increases or decreases in one variable do not significantly relate to increases or decreases in second variable. According to Pearson Table: 4.0, correlation coefficient between Customer satisfaction and Product cost is -.158shows negative relationship between two variables. The Pearson‟s r for the correlation between the Customer satisfaction and Product cost frequency is (r = -.158, p>0.05) that represents Pearson‟s r is negative which means that there is a no relationship between two variables. This suggests that changes in one variable negatively correlated with changes in the second variable. So we could conclude that our variables negatively correlated. The Sig. (2-Tailed) value in the analysis is .332which is greater than .05. Because of this we can conclude that there is no significant correlation between two variables. That means, increases or decreases in one variable do not significantly relate to increases or decreases in second variable.
Relationships between Product quality and Customer satisfaction:
According to spearman Table: 3.1, correlation coefficient between Product quality and Customer satisfaction is =.034 shows positive relationship between two variables. The Spearman rho for the correlation between the Customer satisfaction and Product quality frequency is (rho = .034) that represents Sperman rho is weak and low which means that there is a weak relationship between two variables. This suggests that changes in one variable are not strongly correlated with changes in the second variable. So we could conclude that our variables weakly correlated. The Sig. (2 Tailed) value in the analysis is .834 which is greater than conventional p value of .05. Because of this we can conclude that there is no statistically significant correlation between two variables. That means, increases or decreases in one variable do not significantly relate to increases or decreases in second variable.
According to Pearson Table: 4.1, correlation coefficient between Customer satisfaction and Product cost is .002 shows positive relationship between two variables. The Pearson‟s r for the correlation between Product quality and Customer satisfaction frequency is (r = .002, p>0.05) that represents Pearson‟s r is very weak which means that there is a weak relationship between two variables. This suggests that changes in one variable weakly correlated with changes in the second variable. So we could conclude that our variables weakly correlated. The Sig. (2-Tailed) value in the analysis is .991 which is greater than .05. Because of this we can conclude that there is no statistically significant correlation between two variables. That means, increases or decreases in one variable do not significantly relate to increases or decreases in second variable.
Relationships between Delivery Performance and Customer satisfaction:
According to spearman Table: 3.2, correlation coefficient between Delivery Performance and Customer satisfaction is =.219 shows positive relationship between two variables. The Spearman rho for the correlation between the Customer satisfaction and Delivery Performance frequency is (rho = .219) that represents Sperman rho is weak and low which means that there is a weak relationship between two variables. This suggests that changes in one variable are not strongly correlated with changes in the second variable. So we could conclude that our variables weakly correlated. The Sig. (2 Tailed) value in the analysis is .174 which is greater than conventional p value of .05. Because of this we can conclude that there is no statistically significant correlation between two variables. That means, increases or decreases in one variable do not significantly relate to increases or decreases in second variable.
According to Pearson Table: 4.2, correlation coefficient between Customer satisfaction and Delivery Performance is .304 shows positive relationship between two variables. The Pearson‟s r for the correlation between Delivery Performance and Customer satisfaction frequency is (r = .304, p>0.05) that represents Pearson‟s r is weak and low which means that there is a weak relationship between two variables. This suggests that changes in one variable weakly correlated with changes in the second variable. So we could conclude that our variables weakly correlated. The Sig. (2-Tailed) value in the analysis is .056 which is greater than .05. Because of this we can conclude that there is no statistically significant correlation between two variables. That means, increases or decreases in one variable do not significantly relate to increases or decreases in second variable.
Relationships between Supplier and Customer satisfaction:
According to spearman Table: 3.3, correlation coefficient between Supplier and Customer satisfaction is =.106 shows positive relationship between two variables. The Spearman rho for the correlation between the Customer satisfaction and Supplier frequency is (rho = .106) that represents Sperman rho is very weak and low which means that there is a very weak relationship between two variables. This suggests that changes in one variable are not strongly correlated with changes in the second variable. So we could conclude that our variables weakly correlated. The Sig. (2 Tailed) value in the analysis is .513 which is greater than conventional p value of .05. Because of this we can conclude that there is no statistically significant correlation between two variables. That means, increases or decreases in one variable do not significantly relate to increases or decreases in second variable. According to Pearson Table: 4.3, correlation coefficient between Customer satisfaction and Supplier is .150 shows positive relationship between two variables. The Pearson‟s r for the correlation between Supplier and Customer satisfaction frequency is (r = .150, p>0.05) that represents Pearson‟s r is very weak and low which means that there is a weak relationship between two variables. This suggests that changes in one variable weakly correlated with changes in the second variable. So we could conclude that our variables weakly correlated. The Sig. (2-Tailed) value in the analysis is .355 which is greater than .05. Because of this we can conclude that there is no statistically significant correlation between two variables. That means, increases or decreases in one variable do not significantly relate to increases or decreases in second variable.

Relationships between Time To Market and Customer satisfaction:
According to spearman Table: 3.4, correlation coefficient between Time To Market and Customer satisfaction is =.061 shows positive relationship between two variables. The Spearman rho for the correlation between the Customer satisfaction and Time To Market frequency is (rho = .061) that represents Sperman rho is very weak and low which means that there is a very weak relationship between two variables. This suggests that changes in one variable are not strongly correlated with changes in the second variable. So we could conclude that our variables weakly correlated.

Figure 4.0: Correlation matrix

The Sig. (2 Tailed) value in the analysis is .708 which is greater than conventional p value of .05. Because of this we can conclude that there is no statistically significant correlation between two variables. That means, increases or decreases in one variable do not significantly relate to increases or decreases in second variable. According to Pearson Table: 4.4, correlation coefficient between Customer satisfaction and Time To Market is .132 shows positive relationship between two variables. The Pearson‟s r for the correlation between Time To Market and Customer satisfaction frequency is (r = .132, p>0.05) that represents Pearson‟s r is very weak and low which means that there is a weak relationship between two variables. This suggests that changes in one variable weakly correlated with changes in the second variable. So we could conclude that our variables weakly correlated. The Sig. (2-Tailed) value in the analysis is .418 which is greater than .05. Because of this we can conclude that there is no statistically significant correlation between two variables. That means, increases or decreases in one variable do not significantly relate to increases or decreases in second variable.
Relationships between Service Support and Customer satisfaction:
According to spearman Table: 3.5, correlation coefficient between Service Support and Customer satisfaction is =.106 shows positive relationship between two variables. The Spearman rho for the correlation between the Customer satisfaction and Service Support frequency is (rho = .106) that represents Sperman rho is very weak and low which means that there is a very weak relationship between two variables. This suggests that changes in one variable are not strongly correlated with changes in the second variable. So we could conclude that our variables weakly correlated. The Sig. (2 Tailed) value in the analysis is .516 which is greater than conventional p value of .05. Because of this we can conclude that there is no statistically significant correlation between two variables. That means, increases or decreases in one variable do not significantly relate to increases or decreases in second variable.
According to Pearson Table: 4.5, correlation coefficient between Customer satisfaction and Service Support is .069 shows positive relationship between two variables. The Pearson‟s r for the correlation between Service Support and Customer satisfaction frequency is (r = .069, p>0.05) that represents Pearson‟s r is very weak and low which means that there is a weak relationship between two variables. This suggests that changes in one variable weakly correlated with changes in the second variable. So we could conclude that our variables weakly correlated. The Sig. (2-Tailed) value in the analysis is .671 which is greater than .05. Because of this we can conclude that there is no statistically significant correlation between two variables. That means, increases or decreases in one variable do not significantly relate to increases or decreases in second variable.
Relationships between Personal Interaction and Customer satisfaction:

According to spearman Table: 3.6, correlation coefficient between Personal Interaction and Customer satisfaction is =.471 shows positive relationship between two variables. The Spearman rho for the correlation between the Personal Interaction and Customer satisfaction frequency is (rho = .471, p<0.01) that represents Spearman rho is moderate which means that there is a moderate relationship between two variables. This suggests that changes in one variable are moderately correlated with changes in the second variable. So we could conclude that our variables moderately correlated. The Sig. (2-Tailed) value in the analysis is .002 which is less than conventional p value .05. Because of this we can conclude that there is statistically highly significant correlation between two variables. That means, increases or decreases in one variable do significantly relate to increases or decreases in second variable. According to Pearson Table: 4.6, correlation coefficient between Personal Interaction and Customer satisfaction is .393 shows positive relationship between two variables. The Pearson‟s r for the correlation between the Personal Interaction and Customer satisfaction frequency is (r = .393, p<0.05) that represents Pearson‟s r is moderate which means that there is a moderate relationship between two variables. This suggests that changes in one variable moderately correlated with changes in the second variable. So we could conclude that our variables moderately correlated. The Sig. (2-Tailed) value in the analysis is .012 which is less than .05. Because of this we can conclude that there is statistically significant correlation between two variables. That means, increases or decreases in one variable do significantly relate to increases or decreases in second variable.

Reliability Analysis:
Cronbach 's alpha is a measure of internal consistency, that is, how closely related a set of items are as a group. Reliability analysis in SPSS is used to measure the internal consistency of the questionnaire; Reliability is the extent to which measurement of questionnaire. If the reliability of scale is below .5 then it should be deemed unacceptable. The most highly recommended measure of internal consistency is provided be cronbach‟s Alpha (α) as it provides a good reliability estimate in most situations. 50-.60 coefficient or cronbach‟s alpha is sufficient. In this study the coefficient alpha for different constructs were computed using the reliability procedure in SPSS (version 17.0).
Cronbach 's alpha

Internal consistency

α ≥ 0.9

Excellent

0.8 ≤ α < 0.9

Good

0.7 ≤ α < 0.8

Acceptable

0.6 ≤ α < 0.7

Questionable

0.5 ≤ α < 0.6

Poor

α < 0.5

Unacceptable

Figure 5.0: A commonly accepted rule of thumb for describing internal consistency using Cronbach 's alpha.

Discussion:

According to the correlation and reliability analysis in SPSS Product quality, Delivery performance, Supplier, Time to market, Service support, and Personal interaction are positively related with Customer satisfaction. And Product cost is negatively related with customer satisfaction. Because the customers think that they do not charge very high price. From the study it is being also observed that Product cost, Product quality, Delivery performance, Supplier, Time to market, Service support, and Personal interaction have relationship with Customer satisfaction. Because, according to spearmen and Pearson‟s analysis value, doesn‟t falls in degree of freedom number, in every analysis it rejects the null hypothesis and accept the alternative hypothesis which means there is a relationship in between Independent Variables (IV)and customer satisfaction (DV). And we have found that Personal Interaction and Customer satisfaction shows very positive relationship. By those results we can say that this thing is the main reason that people are using Berger paints.
Significance of the Study
Business significance:
To stay in the market a company needs to know about its customers perception. For this purpose many company do research on other company to know their customer better. This kind of research mostly done based on secondary information. This research hopefully will help various paint industry to find out the factors of customer satisfaction and loyalty. This research also helps an organization to know more about product quality, branding, supply, delivery, and customer relation. This study reveals the relationship between the Berger paint users with the product quality, delivery performance, customer support respectively: anyone who will go through these, get crystal clear idea about those factors.
Academic significance:
Research helps student to understand what is going on around them, it improves their knowledge. Student done many researches based on their academic purpose. This research will help students and also faculties to understand the independent variables (Product cost, Product quality, Delivery performance, Supplier, Time to market, Service support, and Personal interaction) in detail and how they are related with Customer satisfaction. Faculties can give their students short assignment based on that research. Once such understanding has been attained by future academics it is the researchers belief that the variables tested and data collected in this research will serve as a valuable source for secondary data in future research, providing a guide to creating a proper research framework.

Implication for future research:
Those who want to do research to find out the, factors of customer satisfaction and loyalty in manufacturing industry this research will help them to understand those factors briefly. It could also be effective and efficient analysis for the future researchers. Here researcher analysis various kinds of data that is given in various journals, newspapers, and websites so, future researchers would get the information about the scale that has been used in this study and hypothesis testing will give them an idea whether there is a relationship between this research variables or not and reliability tests will give an information whether the question adjust with the variable or not.
Recommendation
Berger paints is a company, which has so far shown good performance and holds the strongest position in the Painting market. It has a management wise enough to think of and implement an array of financial services through diversification program. It has good quality mid and bottom level management which gives more time for top management to think and plan for new things. It is possible to create better future in the paint if Berger paints take action for producing more qualitative product which is better than other multi-national company. Now a day‟s most of the business sector is becoming service oriented. Berger Paint has a well established product in the market and is enjoying a high market share. In such a scenario, Berger can now fully concentrate on providing a better service to customer to improve satisfaction level, create new customers, and retain existing customers. From the analysis, the researcher has realized that the main reason of Berger paint usage is their service support and personal interaction. Dealers are a major party to influence customers to purchase Berger products. If they are satisfied, then customers will be satisfied. These some steps can be taken for the betterment of the company. -Depot should intensify its quality of client service. Customer services must be made dynamic and prompt. -Painting industry should be more innovative and diversified in its services.
-Put more emphasis on the product services and create more quality product.
-Interactive Information system should be developed.
-Should introduce modern technology.
-Should develop their E
-commerce system.
-Should always monitor the performance of its competitors in the field of Foreign Trade and National Trade.
Merits and demerits of ' any company is a common feature. These were present, are present and in future will present. Along with this difficulty Berger can achieve its marketing objectives like market expansion, increasing sales volumes, employing more people, earning goodwill, providing proper services to the mass people through active, efficient, experienced and energetic employees and workers.

References:
Anderson, E.W. & Fornell. C, (1994). A framework for comparing customer satisfaction a cross individuals and product categories. Journal of Economic Psychology, Vol. 12, 267-86.

Armstrong, G, & Kotler. P, (1996). Principles of Marketing, seventh edition. India: Prentice- Hall.
Blackstone, J. and Cox, J. (Eds) (2005), APICS Dictionary, 11th edition, APICS – The Association for Operations Management, Alexandra, VA.
Whitney, D.E. (1987), “Manufacturing by design: a symbiosis”, IEEE Spectrum, Vol. 24 No. 5, pp. 47-54.
Sheldon et al, 1991. A generic activity-dictionary-based method for product costing in mass customization.
Pirsing, R.M, (1992), Lila: An Inquiry into Morals, Bantam Books, New York, NY.
Garvin, D.A (1987), “What does product quality really mean?”,Sloan Management Review, Vol. 65 No.6, pp.101-9.
Crosby, P.B (1979), Quality is Free: The Art of Making Quality Certain, New American Library, New York, NY.
Forker, L.B. (1997), “Factors affecting supplier quality performance”, Journal of Operations Management, Vol. 15 No. 4, pp. 243-69.
Krause, D.R. (1999), “The antecedents of buying firms‟ efforts to improve suppliers”, Journal of Operations Management, Vol. 17 No. 2, pp. 205-24.
Kulwant S. Pawar, Unny Menon and Johann C.K.H. Riedel, “Time to Market”, Integrated Manufacturing Systems, Vol. 5 No. 1, 1994, pp. 14-22.

References: Anderson, E.W. & Fornell. C, (1994). A framework for comparing customer satisfaction a cross individuals and product categories Armstrong, G, & Kotler. P, (1996). Principles of Marketing, seventh edition. India: Prentice- Hall. Blackstone, J. and Cox, J. (Eds) (2005), APICS Dictionary, 11th edition, APICS – The Association for Operations Management, Alexandra, VA. Whitney, D.E. (1987), “Manufacturing by design: a symbiosis”, IEEE Spectrum, Vol. 24 No. 5, pp Sheldon et al, 1991. A generic activity-dictionary-based method for product costing in mass customization. Pirsing, R.M, (1992), Lila: An Inquiry into Morals, Bantam Books, New York, NY. Garvin, D.A (1987), “What does product quality really mean?”,Sloan Management Review, Vol. Crosby, P.B (1979), Quality is Free: The Art of Making Quality Certain, New American Library, New York, NY. Forker, L.B. (1997), “Factors affecting supplier quality performance”, Journal of Operations Management, Vol Krause, D.R. (1999), “The antecedents of buying firms‟ efforts to improve suppliers”, Journal of Operations Management, Vol