A Study on Marketing Strategy of Berger Paints

This study explores consumer brand preference and satisfaction levels toward Berger Paints in the Chennai district. The research aims to analyze the impact of various factors such as price, quality, advertisement, and customer perception in influencing consumer behavior. Using a structured questionnaire, data was collected from 108 respondents through convenience sampling. Statistical tools such as Chi-square, ANOVA, and T-tests were employed for analysis. The findings reveal that factors like age, occupation, and area of residence significantly influence satisfaction levels, whereas gender, education, and income do not. Berger Paints emerged as the most preferred brand, with television and advertisements playing a major role in awareness. This research concludes that improving online presence, addressing customer complaints, and focusing on product durability and promotional strategies could enhance customer loyalty and market penetration for Berger Paints.