G lobal warmin g and Envir on ment Poll utio n

Global warming and Environment

Pollution by Paint industry
AHE-I PROJECT

Submitted in Partial Fulfillment of the

Requirements for the Degree of

Bachelor Degree Programme

To the
School of Sciences
Indira Gandhi National Open University
By
Enrolment No
Name :

Address

Study centre: 2206 Ludhiana

Regional Center Code 22

CHAPTER PARTICULARS PAGE
No. No.

CERTIFICATE

DECLARATION

1 Introduction

Definition of Global warming and

Environment Pollution

2 Objective

3 RESEARCH DESIGN

4 Research Methodology

5 LIMITATIONS OF THE RESEARCH

6 DATA ANALYSIS AND

INETERPRETATION

7 Conclusion

8 BIBLIOGRAPHY
 Global warming
The term Global warming is a gradual rise in the earth’s temperature. Global warming
has been an environmental issue that has plagued the entire globe for a few years now
and researchers have said that the global warming will cause a complete change on the
planet, with the same catastrophic effects as the ice age. Small effects can be seen
already in the North and South Poles, where the ice bergs are beginning to melt. There is
also evidence of the sea levels rising in certain areas.

Global warming has been directly attributed to the hole in the ozone layer which is
causing the heating up of the earth’s atmosphere from the sun. This is commonly referred
to as the greenhouse effect. It is said that if the hole in the ozone layer continues to grow,
global warming could accelerate quite dramatically. This is why many countries have
come together and signed agreements to cut down on fuel emissions into the atmosphere
and use various other forms of energy that are safe for the ozone layer.

Other causes that are considered to be contributing factors to the increase in the
temperatures of the atmosphere are volcano eruptions since the mid 20th century and
solar variations. Global warming will have other effects on the world as we know it, and
as one part of the climate changes, so other changes will occur. The average temperature
of the earth has increased dramatically in the last decade or so, and as the temperatures
get warmer, so the sea level will rise causing a difference in the amounts of precipitation
that occur. This could mean that extreme weather conditions will develop like excessive
storms with heavier rainfall and others. There is also expected to be slower summer
stream flow, a difference in agricultural growth and harvest, as well as certain extinction
of animal and plant species.

Most of the major scientific institutions blame the greenhouse effect and the greenhouse
gases for the increase in global warming. The main greenhouse gases are methane,
carbon dioxide, and water vapor. While water vapor and methane are not present for very
long in the earth’s atmosphere, carbon dioxide can remain in the atmosphere for many
years and when combined with the water vapor can escalate the rate at which global
warming takes place. What happens is that the carbon dioxide increases the potency of
 the short term water vapor that is evaporated, which in turn causes more warming, and
the cycle continues. This is the feedback effect and the only way to stop global warming
is to remove the carbon dioxide that is present in the atmosphere already and definitely
not add more to it.

Some impacts from increasing temperatures are already happening.

 Ice is melting worldwide, especially at the Earth’s poles. This includes

mountain glaciers, ice sheets covering West Antarctica and Greenland, and Arctic
sea ice.

 Researcher Bill Fraser has tracked the decline of the Adélie penguins on
Antarctica, where their numbers have fallen from 32,000 breeding pairs to 11,000
in 30 years.

 Sea level rise became faster over the last century.

 Some butterflies, foxes, and alpine plants have moved farther north or to
higher, cooler areas.

 Precipitation (rain and snowfall) has increased across the globe, on average.

Other effects could happen later this century, if warming continues.

 Sea levels are expected to rise between 7 and 23 inches (18 and 59 centimeters)
by the end of the century, and continued melting at the poles could add between 4
and 8 inches (10 to 20 centimeters).

 Hurricanes and other storms are likely to become stronger.

 Species that depend on one another may become out of sync. For example, plants
could bloom earlier than their pollinating insects become active.

 Floods and droughts will become more common. Rainfall in Ethiopia, where
droughts are already common, could decline by 10 percent over the next 50
years.

 Less fresh water will be available. If the Quelccaya ice cap in Peru continues to
melt at its current rate, it will be gone by 2100, leaving thousands of people who
rely on it for drinking water and electricity without a source of either.

 Some diseases will spread such as malaria carried by mosquitoes.

 OBJECTIVE OF THE PROJECT
1. To understand global warming and environment

This is my very important objective of study to understand the

global warming and environment. Over the past two centuries,

advances in technology have made possible some of the most

unprecedented social changes in human history. While improved

technology has made life more comfortable for many, it has also

increased the strain on limited natural resources and on the

environment.

2. To know effect of environment on health .

This is also one of my very objectives of study to know effect of

global warming and environment on health Environment has a

direct as well as indirect bearing on health of human beings

3. To understand global warming and

environment pollution problem

1. Understand environmental pollution problem is one of my

objectives of my study as global warming and

environment
is any discharge of material or energy into water, land, or air that

causes or may cause acute (short-term) or chronic (long-term)

detriment to the Earth's ecological balance or that lowers the

quality of life. Pollutants may cause primary damage, with direct

identifiable impact on the environment, or secondary damage in

the form of minor perturbations in the delicate balance of the

biological food web that are detectable only over long time

periods.

4. Protect the Environment

Protect the Environment is one of my objectives of my study as

our planet is in trouble! Almost every day we seem to hear of yet

another problem affecting the environment - and what a list of

problems! - pollution, acid rain, climate change, the destruction of

rainforests and other wild habitats, the decline and extinction of

thousands of species of animals and plants....and so on.

Nowadays, most of us know that these threats exist and that

humans have caused them. Many of us are very worried about the
future of our planet and unless we can find a way of solving the

problems we have made then the environment will suffer even

more.
 RESEARCH METHODILOGY

The study would have been conducted by taking secondary data.

Various schemes magazines related to environmental pollution
and a lot of surfing on internet as well as impactions in our
surrounding.

I collect the information from people as well as industry

and collect sample as many as I can. The project is based upon
data and samples collects by me

In my project I also tried to built a cause and effect

relationship. I find the various ways to pollute environment
and how to protect the environment and global warming
The term Global warming is a gradual rise in the earth’s temperature. Global warming
has been an environmental issue that has plagued the entire globe for a few years now
and researchers have said that the global warming will cause a complete change on the
planet, with the same catastrophic effects as the ice age. Small effects can be seen
already in the North and South Poles, where the ice bergs are beginning to melt. There is
also evidence of the sea levels rising in certain areas.

Global warming has been directly attributed to the hole in the ozone layer which is
causing the heating up of the earth’s atmosphere from the sun. This is commonly referred
to as the greenhouse effect. It is said that if the hole in the ozone layer continues to grow,
global warming could accelerate quite dramatically. This is why many countries have
come together and signed agreements to cut down on fuel emissions into the atmosphere
and use various other forms of energy that are safe for the ozone layer.

Environmental Friendly Technology

There are various other ways to reduce global warming and use environmental friendly
technology. Environmental technology or green technology is the application of the
environmental science and green chemistry to conserve the natural environment and
resources, and to curb the negative impacts of human involvement. Sustainable
development is the core of environmental technologies.

Recycling

Recycling is a worldwide phenomenon, which is a basic application towards the

concept of Green Technology. It shows and encourages people to reuse items that can
be reusable. Items like saving cans of food or drinks, Paper etc. have been encouraged
by
the governing bodies around the world, to be recycled so that it can be used in the future
for several other purposes. It can thus help protect the environment and cause less
waste/pollution.

Different types of paints

There are mainly two types of paints, water based and oil based paints. These paints are
used for painting both interior and exterior of houses.
Distemper

This is perhaps the most economical type of painting available in the Indian
market today. It can be classified as a "Whitewash" job. The major constituents of
distemper are chalk, lime, water and some colouring agents if necessary. Distemper is
water based paint.

Emulsions

This type of paint is also water based and provides a rich and Matt finish to interior
walls. The differentiating factor of emulsion paints is its acrylic quality. Its composition
imparts excellent durability to the painted surface and gives the walls a just painted look.
It washable and most stains can be removed easily by wiping with a cloth dipped in a
mild soap solution.

Solvent based paints (Lustre/Enamel)

Solvent based paints - Lustre paints, Enamel paints and oil paints all come under the
category of solvent based paints. They cannot be pre-mixed with water. Oil based paints
take a longer time to dry and often produce strong odours which are irritating and
sometimes even toxic in nature. The advantage with these paints is that they really last
long and produce rich and desiring effects on the wall.

Functional paints

Functional paints are not just decorative paints; they have specific functions like
eliminating insects, bacteria, and fungus or dust mites. Functional paints have an in-built,
safe and non-toxic mechanism to humans but fatal to insects, fungus, bacteria or Dust-
mites.
Component of paints
Pigment
Pigment is granular solids incorporated into the paint to contribute color, toughness,
texture or simply to reduce the cost of the paint. Alternatively, some paints contain dyes
instead of or in combination with pigments.

Pigments can be classified as either natural or synthetic types. Natural pigments include
various clays, calcium carbonate, mica, silicas, and talcs. Synthetics would include
engineered molecules, calcined clays, blanc fixe, precipitated calcium carbonate, and
synthetic pyrogenic silicas.

Hiding pigments, in making paint opaque, also protect the substrate from the harmful
effects of ultraviolet light. Hiding pigments include titanium dioxide, phthalo blue, red
iron oxide, and many others.
Fillers are a special type of pigment that serve to thicken the film, support its structure
and simply increase the volume of the paint. Not all paints include fillers. On the
other hand some paints contain very large proportions of pigment/filler and binder.
Some pigments are toxic, such as the lead pigments that are used in lead paint. Paint
manufacturers began replacing white lead pigments with the less toxic substitute,
titanium white (titanium dioxide).

Binder
The binder, commonly referred to as the vehicle, is the actual film forming component of
paint. It is the component that must be present.

The binder imparts adhesion, binds the pigments together, and strongly influences such
properties as gloss potential, exterior durability, flexibility, and toughness.
Binders include synthetic or natural resins such as alkyds, acrylics, vinyl-acrylics, vinyl
acetate/ethylene (VAE), polyurethanes, polyesters, melamine resins, epoxy, or oils.

Paints that dry by simple solvent evaporation and contain a solid binder dissolved in a
solvent are known as lacquers. A solid film forms when the solvent evaporates.
Solvent
The main purposes of the solvent are to adjust the curing properties and viscosity of the
paint. It is volatile and does not become part of the paint film. It also controls flow and
application properties, and affects the stability of the paint while in liquid state. Its main
function is as the carrier for the non volatile components. In order to spread heavier oils
(i.e. linseed) as in oil-based interior house paint, thinner oil is required. These volatile
substances impart their properties temporarily—once the solvent has evaporated or
disintegrated, the remaining paint is fixed to the surface.

This component is optional: some paints have no diluents. Water is the main diluents for
water-borne paints, even the co-solvent types.
Additives
Besides the three main categories of ingredients, paint can have a wide variety of
miscellaneous additives, which are usually added in very small amounts and yet give a
very significant effect on the product. Some examples include additives to
modify surface tension, improve flow properties, improve the finished appearance,
increase wet edge, improve pigment stability
Additives normally do not significantly alter the percentages of individual components in
a formulation

Major firms in industry:-

The Indian Paint Industry

In India, Indian Paint industry’s total market size is US$1400 million. The organized
sector of the industry is 55%. The 45% unorganized sector has about 2500 units. The
big players and their market share-value of the organized sector are

 Asian Paints 37%

 Goodlass Nerolac 15.9%

 Berger Paints 13.8%

 ICI 11%

 Jenson & Nicholson 5.7%

 Shalimar 4%

 Others 12%

The market segment is divided into two sectors.

 Architectural 70%

 Industrial 30%

The total volume of the market is 600,000 MT.

MARKET SHARE

The overall organized sector market share is shown in the following graph. Asian Paints
leads with a market share of 37 per cent; Goodlass Nerolac has 16 per cent while Berger
Paints has 14 per cent share.

Others, 12%

Shalimar, 4%
Asian Paints,
Jenson and
37%
icholson, 5.7%

ICI, 11%

Berger paints,
13.8% Goodlass
Nerolac, 15.9%

Source: Ibef.org

The leader in the high volume medium and mass segments of decorative paints, Asian
Paints has been consolidating its market leadership over the last six years and now has
the biggest slice of 37 per cent of the market for decorative paints in the organized
sector. Trailing behind are Goodlass Nerolac and Berger Paints with market shares of
13 per cent and 11 per cent respectively. Other major players from the organized sector
include Jenson & Nicholson with a low 6 per cent and ICI with 8 per cent. With the
exception of Asian Paints, the market shares of most of the major players have been
stagnating over the last few years. This was primarily due to extensive focus on urban
markets and neglecting the high-potential semi urban and rural markets.

On the other hand, one of the earliest entrants to take a lead, Goodlass Nerolac
dominates the market for industrial paints with an impressive share of 43 per cent of the
market.
Though other players trail behind Goodlass Nerolac by a wide margin, competition in
industrial paints is increasing. While Asian Paints and Berger have a market share of 14
per cent each, ICI’s share is lower at 8 per cent.
I. ASIAN PAINTS:-

Asian Paints is India's largest paint company and the third largest paint company in Asia
today, with a turnover of Rs 30.2 billion (around USD 680 million). The company has an
enviable reputation in the corporate world for professionalism, fast track growth, and
building shareholder equity. Asian Paints operates in 21 countries and has 29 paint
manufacturing facilities in the world servicing consumers in over 65 countries.

Asian Paints is a great marketing success in a branded consumer product business. The
company succeeded where others failed in three areas:

First, it understood the requirements of the Indian paints market better than the MNCs
which did not bother to respond to local consumer needs. It was the first to introduce
small pack sizes, a variety of shades and a wide range of paint types (enamels,
distempers, emulsions) to suit different pockets.

Thus, in the sixties, the company came out with plaster distemper, Tractor, to suit the
needs of the mass market for a product that was much cheaper than costly emulsions
but much better than the widely used whitewash and crude powder distempers. This
opened up a huge market and today distemper accounts for 25% of the decorative
market in volumes and 15% in value. And as recently as in 1992, the company
introduced a synthetic distemper, branded Utsav, aimed at the same rural and low
income urban markets.

Secondly, in the highly competitive market emulsions segment, the company introduced
as many as 151 shades in its Apcolite range when the competition was offering a
maximum of 40 odd shades. The strategy paid off and Asian Paints today commands a
40% share in this segment. It set up an extensive national distribution network to tap
demand in smaller towns. Today it has direct dealers in 3,200 towns and 10,000
stockists. Investments were also made in computer technology to ensure up-to-date
information interface between the marketing and production sides of the business.

And finally, the company has displayed considerable savvy in its advertising campaigns,
dealer relations, point of sale publicity and product demonstrations to consolidate and
expand markets. In fact, the company has played a pioneering role in expanding the
Indian paints market by identifying high demand potential areas and then tapping them to
maximum effect.

II. KANSAI NEROLAC (GOODLASS NEROLAC):-

It was established in 1920 as Gahagan Paints and Varnish Co. Ltd. at Bombay. In
1930, three British companies merged to formulate Lead Industries Group Ltd. In
1933, Lead Industries Group Ltd. acquired entire share capital of Gahagan Paints in
1933 and thus, Goodlass Wall (India) Ltd. was born.

Subsequently, by 1946, Goodlass Wall (India) Ltd. was known as Goodlass Wall Pvt.
Ltd. In 1957, Goodlass Wall Pvt. Ltd. grew popular as Goodlass Nerolac Paints (Pvt.)
Ltd. Also, it went public in the same year and established itself as Goodlass Nerolac
Paints Ltd. It is among the oldest paint companies of the country and the undisputed
market leader in industrial paints, with a 43% share of this segment. It is a dominant
player in the auto paints market which accounts for around one-third of the industrial
paints segment. Goodlass Nerolac paints’ strength comes from the higher end of the auto
paints market - passenger cars and light commercial vehicles (LCVs) account for 60% of
the company’s auto paint sales. The rest comes from heavy trucks and two wheelers.

In auto paints, the market share of Goodlass is now estimated to be around 50% with a
90% share in passenger cars, 60% in LCVs, 40% in two wheelers and heavy trucks.
Right now, the company is the only significant producer of CED (cathodic electro-
deposition) primer, with technical know-how from its Japanese promoters, Kansai
Paints. Goodlass is the only company offering a complete automotive paint system
comprising pre-treatment chemicals, primers, anti-rust coatings, intermediate and top
coatings as well as auto refinishes. GNPL supplies 90% of the requirements of Maruti
Udyog Ltd, which produces 300 cars a day. The company has a tie-up with Nihon
Toshuku Tokyo of Japan for sophisticated coatings for automotive and industrial sectors.
Having lost Daewoo’s Cielo contract to Asian Paints, GNPL is pursuing business
opportunities with car majors planning to enter the country. It recently tied-up with
Dupont, USA for supplying automotive paints to DuPont’s clients in India.
Goodlass Nerolac Paints Ltd. Changed its name to Kansai Nerolac Paints Ltd. in 2006.
The present human asset consists of over 2000 professionals and a sales turnover of 1226
crores. It is the second largest coating company in India with a market share of over 20%
and also the leader in powder coatings.

III. BERGER PAINTS:-

Berger Paints is the culmination of over seven-decade process of evolution and growth
that began in 1923. Its growth has been closely linked with the business and industrial
development of modern India.

The performance of this company is anchored today in a wide variety of Decorative and
Industrial paints which continue to gain an increasing share of the highly competitive
Indian paint market. Being an ISO 9001 company its quality products have attained
instant and worldwide recognition, and continues to meet quality requirements that are
demanded today even in the domestic market. The Country's third largest paint
manufacturer, with its Headquarters in Calcutta, Berger controls a distribution network
comprising of 66 stock points and approximately 10,000 dealers, spread across the
country.

BPIL has technical tie-ups with Herberts, a subsidiary of the German pharmaceutical
major Hoechst for automotive paints, Tendor NV of Holland for powder coatings and
Valspar Corporation, USA for heavy duty coatings. The company is particularly active in
the powder coating segment and is a supplier to most OEMs in the white good segment.
With its thrust shifting to industrial coatings, the company is expanding its powder
coating capacity from 840 metric tons to 1,840 metric tons at its existing plant.

Recently, it introduced Color Bank, a computerized mixer tinting machine in technical

collaboration with Ital Tinto of Italy. Special software, Tintovision installed in the Color
Bank gives the customers a choice of more than 5,000 shades and can even produce the
colors offered by the company’s competitors. Another achievement of Berger is the
setting up of Berger Prolinks. Prolinks is Berger Paints' response to a market
environment that is increasingly driven by technology and calibrated by expertise.
Prolinks is aimed at placing the initiative in the hands of builders, architects and
designers to enable them to directly source innovative products and services. The team is
entrusted with maintaining a seamless interface between paint specifiers and Berger
Paints. The objective is to provide specifiers with a complete basis for recommending
products and processes - databases, technical services, color consultancy, site inspection,
etc. Prolinks experts ensure specific solutions to specific problems, whether it is a
particular shade that needs development, special climatic factors to be provided for, or
application factors that have to be maintained. From know-how to legwork, the Prolinks
team delivers total support.

plants.

3. Research Design

3.1 Statement of the problem:

People around the world are becoming more aware of the environmental stresses humans
are placing on the planet. Newspapers, magazines, television, and other media feature
wide coverage of environmental problems, whether they are local (e.g., depleted fisheries
and air pollution) or global (e.g., ozone depletion and climate change). Many consumers
now display concern about environmental deterioration. Increasingly often they ask how
much impact a product will have on the environment during its lifespan or during its
disposal. This is the major impetus for green products and green marketing. A closely
related reason is the competitive advantage or sales potential that some corporations now
see in green products.

Green Marketing is an attempt to characterize a product as being environmentally

friendly. In general green products are made from recycled content and/or designed for
reuse, recycling, or remanufacturing. They are usually non-toxic, energy efficient, and
durable. However, green is a relative term and depends on the individual situation.

There are still many industries which uses many harmful chemicals in their products.
One such industry is paint industry. Each and every house hold uses paint at least in 2 or
5 years to paint their houses but it contains many harmful chemical which is not good
for the environment as well as the dwellers. There are many big giants in the industry
like
Asian paints, Burger paints, Dulux paints, Nerolac paints etc, coming with environment
friendly paints which are not harmful in nature. So there is a need to study of the
awaness the consumer towards the environment friendly paints and the perception in
their mind towards paints.

3.2 Problem definition:

To the study the awareness of consumers towards green environment with respect to the
paint industry
3.3 Objective:
 To measure the awareness of the consumers
 Find out the reason for the ignorance
 Recommend steps to improve awareness

3.4 Scope of the study

 The study is done in Bangalore and it involves the perception of people towards
environment friendly paints. The major players in this segment include Asian
paints, Burger paints, Dulux paints, Nerolac paints.

3.5 Research Methodology:

The methodology of the project is both exploratory and descriptive as to find out
the exact problem and try to answer all possible question arise in curse of
research.

Type of data: Primary and secondary

 Primary: Data is collected by a survey
 Secondary: Data is collected through the internet, magazines, news articles and
company websites

Survey type: Sample survey

Sampling plan:
 Sample size – 50
 Procedure – Non probability convenient sampling

Data collection tool: The research instrument used for the collection of data is a
questionnaire

Technique of analysis: Excel is used for analysis purpose.

3.6 Limitations

 The information collected may not be sufficient and reliable as Bangalore represents
only a small portion of the total national market.
 The sample size includes 50 people and the data collected is not sufficient to portray
the entire paint industry.
 The availability of time is limited; hence there could be a possibility of some data
being overlooked.

The primary data depends on the opinions of the respondents which may change over the
period of time.
 4. Analysis of data:

1. Distribution of the respondents based on the frequency they paint

their house.

Duration Responses Percentage

Once in a year 12 24%

Once in 2 year 15 30%

Once in 5 year 23 46%

 Table 4.1: Distribution of the respondents based on the frequency they paint
their house.

Interpretation:

From the above table it can be analysed that only 24% of the respondents paint
their home once a year, 30% paint their home once in 2 year and remaining and a
major portion of population ie, 46% paint their home once in 5 year.

Inference:

Most of the people paint their house once in 5 years followed by once in 2 year
and once in a year. This is because of the quality of painting that has improved a
lot since its origin. The paint companies these days are coming up with paints that
almost give a three to five year warranty.
 Graph 4.1: Distribution of the respondents based on the frequency they
paint their house.

2. Distribution of the respondents based on number of person take

the responsibility of painting their house.

Options Responses Percentage

Family members 21 42%

Paint Contractor 21 42%

Myself 8 16%

 Table 4.2: Distribution of the respondents based on number of person

take the responsibility of painting their house.

Interpretation:
 42% of the respondents responded that their family members and paint contractor
take the responsibility of painting and only 16% of the respondents responded
that they take the responsibility of painting themselves.

Inference:

Most of the respondents allow their family members and paint contractors to take
the responsibility of painting. This is because in India such decisions are taken
mostly by elders and house wives in the family or by consulting the paint
contractors, they are believed to have a better knowledge about paints. And more
over giving the responsibility of painting to the paint contactor saves lot of time
of family members.

 Graph 4.2: Distribution of the respondents based on number of person

take the responsibility of painting their house.
 3. Distribution of respondents on the basis of preference on the paint
companies

Company Responses Percentage

Asian paints 20 40%

Goodlass Nerolac Paints 16 32%

Berger paints 9 18%

Dulux 4 08%

Shalimar 1 02%

 Table 4.3: Distribution of respondents on the basis of preference on the paint

companies

Interpretation:

Most of the respondents 40% prefer Asian Paints followed by 32% prefer
Nerolac Paints, 18% prefer Berger, 08% prefer Dulux and only 02% prefer
Shalimar paints

Inference:

Most of the people prefer Asian paints followed by Nerolac and Nerolac. This is
due to the promotional and branding effects that the company enjoys. The
association of celebrities, good advertisements, warranties and also the quality of
paints has helped both these companies achieve success in the market. Asian
paints, Nerolac and Berger seem to have successfully created the brand image
and also Asian paints is the market leader of decorative paints segments
following by Nerolac and Berger.
 Graph 4.3:
Graph of respondents on the basis of preference on the paint companies

4. Distribution of respondents on the basis of

awareness on harmful chemicals present in the paint

Options Respondents Percentage

Yes 36 72%

No 14 28%

 Table 4.4: Distribution of respondents on the basis of preference on the paint

companies
 Interpretation:

72% of the respondents believe that they are aware of the harmful chemicals
present in the paints, followed by 28% who are not aware of the harmful
chemicals present in the paints

Inference:

Most of the respondents believe that they are aware of some the harmful
chemicals present in the paints. This is because the consumers have started
being concern now days.

 Graph 4.4: Distribution of respondents on the basis of preference on the

paint companies
 5. Distribution of respondents on the basis of interest to know whether
the paint has any harmful chemicals.

Options Respondents Percentage

Yes 34 68%

No 16 32%

 Table 4.5: Distribution of respondents on the basis of interest to know

whether the paint has any harmful chemicals

Interpretation:

68% of the respondents responded that they show interest to know whether the
paint has any harmful chemicals while the rest 32% has no interests in knowing
about the harmful chemicals present in the paints.

Inference:

Most of the respondents show interest in knowing about the harmful chemicals
present in the paints. This is because people now are more concerned about their
health and the environment they live in but there is still a portion of the
population who are not concerned about the environment and environment
friendly products.
 Graph 4.5: Distribution of respondents on the basis of interest to
know whether the paint has any harmful chemicals

6. Distribution of respondents on the basis of knowledge provided to

them by company people or contractor before buying paints.
Options Respondents Percentage

Always 04 08%

Never 36 72%

Sometimes 10 20%

 Table4.6: Distribution of respondents on the basis of knowledge provided to

them by company people or contractor before buying paints.

Interpretation:

Only 8% of the respondents responded that before buying paints, company

people or contractor always make them aware of the components present in the
paint, followed by 20% of the respondents who are sometimes made aware of
the
 components and major population of the respondents 72% who are never made
aware of the components present in the paints by the company people.

Inference:

Most of the respondents responded that they are never aware of the components
present in the paint followed by a few respondents who are made aware and the
rest who are sometimes been aware of the components by the company people.

All the Indian paint companies are coming with environment friendly paints and
they are trying spreading awareness to all conumers through advertisement,
awareness program and also through agents from whom consumers buy paints.
But the components with wich the paints are made are not being said.

 Graph 4.6: Distribution of respondents on the basis of knowledge

provided to them by company people or contractor before buying paints.
 7. Distribution of respondents on the basis of awareness of the
environment friendly paints.

Respondents Percentage

Yes 25 50%

No 25 50%

 Table 4.7: Distribution of respondents on the basis of awareness of

the environment friendly paints.

Interpretation:

50% of the respondents responded that they are aware of the environment
friendly paints while the rest 50% responded that they are not aware of the
environment friendly paints.

Inference:

Half of the respondents believe that they are aware of the environment friendly
paints.

This is a pretty good result. This is the result of the advertisement campaigns of
the various companies that are running on eco friendly paints and all the
companies have proper information on eco friendly paints on their official
website. But on the other hand 50%of the respondent’s responses in negative it
means not all consumers are not aware of and paint companies need to work out
on their promotion more.
  Graph 4.7: Distribution of respondents on the basis of awareness of
the environment friendly paints.

8. Distribution of respondents on the basis of promotion on green paints.

Asian Paints:
Criteria Frequency Percentage
Satisfactory 07 14%
Average 06 12%
Good 05 10%
Very Good 19 38%
Excellent 13 26%
 Table 4.8 (a): Distribution of respondents on the basis of promotion on
green paints.

Inference:
From the above table it can be analyzed that 38% of the respondents rated Asian Paints
as very good followed by excellent with 26%.

Interpretation:
This shows the dominance of Asian Paints in the market in terms of promoting its green
paints. The company throughout the years has come up with banners and promotional
activities and customer awareness program.

 Graph 4.8 (a): Distribution of respondents on the basis of promotion

on green paints.

Berger:
 Criteria Frequency Percentage
Satisfactory 02 04%
Average 04 08%
Good 21 42%
Very Good 13 26%
Excellent 10 20%
 Table 4.8 (b): Distribution of respondents on the basis of promotion on
green paints.

Interference:
From the above table it can be analyzed that 42% of the respondents rated Berger as
good followed by very good with 26%.

Interpretation:
This shows that Berger has done a better promotion of its green paints and has
effectively showed its presence in the market of green paints.

 Graph 4.8 (b): Distribution of respondents on the basis of promotion

on green paints.

Nerolac:
 Criteria Frequency Percentage
Satisfactory 05 10%
Average 04 08%
Good 11 22%
Very Good 12 24%
Excellent 18 36%
 Table 4.8 (c): Distribution of respondents on the basis of promotion on green
paints.

Interference:
From the above table it can be analyzed that 22% of the respondents rated Nerolac as
good and 24% very good followed by excellent with 36%.

Interpretation:
This shows that promotion of Nerolac is very good and respondent are aware of it, This
is due the reason Shah Rukh Khan has been appointed as a brand ambassador of Nerolac
paints to promote eco friendly odour less paints and many advertisement are being
broadcasted by the company to increase awareness

 Graph 4.8 (c): Distribution of respondents on the basis of promotion

on green paints.

Dulux:
 Criteria Frequency Percentage
Satisfactory 25 50%
Average 09 18%
Good 10 20%
Very Good 04 08%
Excellent 02 04%
 Table 4.8 (d): Distribution of respondents on the basis of promotion on
green paints.

Inference:
From the above table it can be analyzed that very high percentage of respondents rated
dulux satisfactory for promotion

Interpretation:
This shows that Dulux is not promoting well for its eco friendly paints.

 Table 4.8 (d): Distribution of respondents on the basis of promotion on

green paints.

9. Distribution of respondents on the basis of any health problem faced

after painting their house.
 Respondents Percentage

Yes 08 16%

No 42 84%

 Table 4.9: Distribution of respondents on the basis of any health

problem faced after painting their house.

Interpretation:

84% of the people responded that they have never faced any health problem after
painting their house while the rest 16% of the people responded that they have
faced health problem after painting their house.

Inference:

Most of the people responded that they have never faced any health problem
after painting their home. This is because people generally don’t stay in the room
immediately after painting them and is not aware of the health affects due to the
chemicals in the paints. These chemicals enter the human body and gradually
over years affect the respiratory organs.
 Graph 4.9: Distribution of respondents on the basis of any health
problem faced after painting their house.

10. Distribution of respondents on the basis of their preference for

odourless paints.
Respondents Percentage

Yes 42 84%

No 08 16%

 Table 4.10: Distribution of respondents on the basis of their preference

for odourless paints.

Interpretation:

84% of the respondents prefer odour less paints while the rest 16% of the
respondents does not prefer odour less paints.
 Inference:

Most of the respondents prefer odour less paints. The pungent smell that comes
from paint is really strong and takes more than a day to dry out. Thus customer
wants odour less paints and they are less harmful in nature also. The smell in the
paints indicates the presence of harmful gases in it.

 Graph 4.10: Distribution of respondents on the basis of their preference

for odourless paints.

11. Distribution of respondents on the basis of knowledge of people about

Voc gases.
Respondents Percentage

Yes 04 08%

No 46 92%

 Table 4.11: Distribution of respondents on the basis of knowledge of

people about Voc gases.
 Inference:

92% of the respondents responded that they don’t have knowledge about Voc
gases while the rest 08% responded that they have little knowledge about Voc
gases.

Interpretation:

Most of the respondent responded that they don’t have knowledge about the Voc
gases. This is because the respondents or the customers are many times not
made aware of the harmful chemicals and gases present in the paints by
company personnel. However most of the time the customers themselves are
only interested in the colour and the durability of the paint.

 Graph 4.11: Distribution of respondents on the basis of knowledge of people

about Voc gases.

12. Distribution of respondents on the basis of whether people would like to

buy environment friendly paints.
 Options Response Percentage

Yes 31 62%

No 19 38%

 Table 4.12: Distribution of respondents on the basis of whether people would

like to buy environment friendly paints.

Interpretation:

62% of the respondents have high preference to buy environment friendly paints
Inference:

Most of the respondents have high preference to buy environment friendly paints
as people are very concern about their health issues and also concerned to the
environment they live in. They are interested to protect it and save it for future
generation.

Graph 4.12: Distribution of respondents on the basis of whether people

would like to buy environment friendly paints.
5.1 Findings:

a) The awareness of the customers about the environment friendly paint is pretty
high as people are concern about the environment in recent times. Some of the
Indian paint companies have proper mention of eco friendly and less voc contains
paints in their websites and many companies run various television
advertisements on these paints, some run awareness program to increase
awareness of customer and thus the awareness is good in India. But on the other
hand the components of paints are not being told to the customers. By informing
the components the common man may not understand every component but that
will help increase their concern about the chemicals which can be present in it.
And the company personnel should start awareness about VOC gases along with
eco friendly paints as it is very harmful in nature.

b) There is a part of population who are ignorant about eco friendly paints and the
presence of harmful chemicals in the paints. This may be due to not taking
responsibility of painting of home and not having a proper search before going
for painting. Also some are not interested to acquire knowledge about paint. And
the major reason can be not watching entertainment channel in which all these
advertisements are broadcasted.

5.2 Recommendations:
The paint companies should run more and more awareness program where the
general public should be made aware of the various chemicals present in the paints,
along with the side effects of using non environment friendly paints. The general public
should also be made aware of the various VOC gases, which are the main harmful gas in
the paints and the effects inhaling this gas for a long time in high quantity.

Other than online advertising, advertisements in television and information in

official website, company should also go for word of mouth communication. That will
incur less expenditure on advertising and the message can go much effectively to the
customers in a much effective way.
 The paint companies in India should focus more on the rural market as the
disposable income of the people in the rural areas has increased significantly over the
years. Also people assume that eco friendly paints are costly and cannot be afforded,
where as most of the companies have their economic range of paints also eco friendly.
Therefore the companies need to spread the awareness both about the benefits of these
paints and the easily affordable rates that they are available at.

5.3 Conclusion

Green marketing should not neglect the economic aspect of marketing. Marketers need to
understand the implications of green marketing. If we think customers are not concerned
about environmental issues or will not pay a premium for products, we have to think
again. We must find an opportunity to enhance product's performance and strengthen the
customer's loyalty and command a higher price.

Green marketing is still in its infancy and a lot of research is to be done on green
marketing to fully explore its potential. Think of a refrigerator for example. While we
may have had to be convinced in the 1950s to buy a refrigerator, we would have wanted
the great white box to look cool in the 1970s, but in today's uncertain world, we might
ask ourselves about the impact of the chlorofluorocarbons (CFCs) that our refrigerator is
emitting and demand a more environmentally friendly refrigerator.
So, if today's successful marketing is about appealing to personal values and delivering
consumer empowerment, then surely the time is right to inject sustainable
development into the marketing mix to help address some of the gritty issues currently
facing our planet.

All the big corporate houses around the globe is concerned about green environment and
producing eco friendly product which cause less harm or no harm to mother earth and try
to make the planet more nice place to stay. The major responsibility is to aware each and
every citizen in the world about these issues and help them to take step to a much greener
world. The consumers are the end part of the chain. If the consumers don’t take the
action then nothing can’t be changed. Spreading the awareness is the most important
thing in the today’s world when several organizations around the globe are trying to save
the environment and the earth.