Abstract
This study evaluates customer purchasing behavior with a focus on Asian Paints Ltd., Bangalore. The objective is to understand the factors influencing consumer decisions, preferences, and brand loyalty in the paint industry. The research delves into key aspects such as product quality, pricing, advertising strategies, customer service, and the impact of market trends on purchasing choices. By analyzing data from consumer surveys, interviews, and secondary sources, the study explores how these factors shape purchasing conduct and brand perception. Asian Paints, a leading player in the Indian paint industry, was selected due to its strong market presence and innovative marketing strategies. The research highlights the significance of brand reputation, customer satisfaction, and product diversity in driving consumer preferences. Additionally, the role of digital platforms and promotional campaigns is examined in influencing purchasing decisions. The findings reveal that consumer buying patterns are primarily driven by quality, pricing, and brand trust, with an increasing influence of online presence and convenience. The study concludes with recommendations for Asian Paints to enhance customer engagement and align its strategies with evolving market dynamics. Keywords: Customer behavior, Asian Paints, purchasing decisions, brand loyalty, eco-friendly paints
Published Version
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