METHDOLOGY

RESEARCH PROPOSAL
I. Purpose of the proposed research design:

The main purpose of this research is to determine how to modify the marketing strategy to increase the market share of ICI Weather shield from 60% to 70%. Research Objectives

To determine the changes in the marketing mix which could increase the

market share of Weather shield by 10%. To determine the effects of tokens-incentives given by other suppliers of

paints

To determine whether the market share could be increased by controlling

the fake paint being sold in the market under ICI Weather shield brand name

II.

Type of study: For this research two research methods will be used Exploratory Research Descriptive Research

Exploratory Research Literature survey: A literature survey will be conducted by collecting related secondary information about the customer loyalty in banking sector. This information will be acquired from the customers of different banks. Experience survey: Interviews will be conducted with the higher management of the organization and with those belong to the competitor organization to have a clear idea as how the whole distribution system is working and to identify the loop holes amongst

different marketing channels and to come up with an appropriate solution to improve the distribution procedure. Descriptive Research Detailed Interviews: With Contractors: Detailed interviews will be conducted with the contractors to see if they are satisfied with ICI products and if not, what the major factors responsible for that are. With Retailers: Interviews will be conducted with the retailers to have a more comprehensive knowledge about the way they are working with the marketing channel of the company and the distribution approach they have adopted to enhance the companys image in the market and amongst the consumers. With Management: Interviews will be conducted with the management to get more awareness about companys management policies and marketing strategies. Detailed Interviews Structured Questionnaires

Structured Questionnaires: For Households/Direct Consumers: Questionnaires will be distributed and get filled by the households as to see their preferences and elements they consider while selecting the paint for

their house .What improved features they would like to see in the paint brands they purchase and how they compare it with other alternatives. For Distributors/Retailers/Contractors: To have a clear idea about their preferences and suggestions they have for the betterment of the company.

III.

Definition of the target population and sample size: For our research, we have specifically targeted the following segments of the

market: Painters Retailers Dealers Contractors Households/Direct Consumers

The total sample size of the research will be [Link] each segment 20 sub samples will be picked randomly.

IV.

Sample technique and data collection method: Same technique consists of: Questionnaires for Consumers / Painters / Retailers / Contractors Telephonic and face to face interviews with people currently working in the industry

Experienced survey with the professionals Literature survey

V.

Specific research instruments:

Internet Related articles Interviews Questionnaires

VI.

Potential managerial benefits of the proposed study: Following are the major benefits which management will drive after the

research is completed: Developing a core strategy to increase the market share of the company by eliminating the effect of the token reward system To establish a system to eliminate the sale of fake paint under ICI Weather Shield brand name

SAMPLING PLAN

Target Population

Unlike typical products there is limited knowledge amongst the masses regarding paints. The only people who can provide reliable information are either individuals who have been involved in the purchase of paint or the paint-dealers, paint-contractors and painters. As a result the target population for our survey instrument would comprise of: Head of the households Paint Dealers / Paint Contractors / Painters

Sampling Frame Having two separate survey instruments required us to have two different sampling frames for each. Thus the sampling frame for the consumer questionnaire consists of all households which spread over the various geographical areas of Lahore. The second questionnaire which is designed for dealers / painters / paint contractors has a sampling frame that includes all the paint shops located at the various markets of Lahore.

Sampling Procedure Due to limited time we have opted for non-probability sampling. In non-probability sampling we have chosen a mixture of convenience, judgment, snowball and quota sampling. We will be relying on our judgment when selecting elements from the sample frame. Although we will make an effort to include samples from all the segments but due to limited time the sample would have to be convenient. As we wish to target individuals who have had a certain level of exposure to the purchase, sale, or use of paint we will also be asking our respondents to guide us through our sample selection. To diversify our sample

based on certain demographics such as household income etc. we are going to assign certain quotas to specific areas while selecting the elements.

Sample Size Due to the nature of the study and the limited time the sample size could not be very large. As a result the following sample size has been chosen which should be sufficient. 50 50 Sample Elements The sample elements would consist of the head of the households who are the most likely decision-makers in the purchase of paint as well as the paint-dealers, paint-contractors and painters. House holds Dealers / Painters

DESCRIPTION OF ACTIONS
The research objectives and the hypothesis were reviewed in detail in order to determine the type of information and the primary data to be collected. In view of the nature of the research objectives it was decided to pursue the method of communication for the collection of the data and to target the relevant persons who are involved in the decision making process for the selection of a particular brand of the exterior paint. Two lists of questions were developed one for contacting the consumers and the other for contacting the Painters, Dealers, Retailers and House Builders, who are considered to be relatively more knowledgeable about the subject.