Consumer perception and brand Preference for purchasing paints: a study on RAK Paints

Abstract

As a part of academic requirement and completion of MBA program, I have been assigned to complete internship report on “Consumer Perception and Brand Preference for purchasing paints: A Study on RAK Paints”. Under the guidance of Mr. Mahmudul Haq. In part one I have discussed about the profile of RAK Paints Limited where I have done my internship. At the initial section in part two, I mentioned the rationale of the report. Also I described about the importance of my report and how the readers will be benefited by this report. This chapter also contains the research questions, based on these questions I designed my questionnaire and conducted my survey. I discussed about the main purpose of this report is to understand the current consumer‟s preference and their buying behavior of pints products. Also here I mentioned about my target respondents. This section also gives a discussion about the problems and limitations that I faced during my research. In section two, I have provided a review on related literature that was collected from books, journal and internet websites. From here readers can get to know other researchers‟ findings and studies on paints industries and their suggestions. In section three I mentioned about the research methodology, that is, the methods that has been used in data collection, sources of data, number and type of respondents, study location. In section four I analyzed the answers from questionnaire survey that I received from the respondents. I showed the results in the bar graphs and pie charts with detail interpretations. In section four, the data analysis and relevant and meaningful interpretation has been provided. Section five highlights the findings of the study on the basis of data analysis and interpretation. In section six, the concluding remark for the study has been made that summarizes the research questions and the relevant answers. Section seven of this report presents the suggestions based on the findings of the study for improvement or sustainability of the organization and improving its product or service offerings. Overall it is a very good experience to conduct the research and work with some nice people in the RAK Paints Limited. This research and the working experience will help me in my professional life and in near future.