Indian paints industry is one of the fastest growing industry and is estimated to grow to 12.22 billion USD five years from now. In this scenario, the support of paint retailers to manufacturers and an insight into factors influencing customer patronisation become important. The purpose of this study is to understand the retailers’ patronisation and perception on assortment of marketing factors that plays a major role in brand preference. Further, the factors influencing customer purchase of decorative paints from retailers’ perspective is also analysed. The study follows a descriptive research design. Primary data was collected using structured a questionnaire from 79 decorative paint retailers. IBM SPSS® 22 was used for data analysis. To characterize and summarize data, descriptive statistics were employed. Paired sample t test was used to find the gap between the expected and actual outcome of retailers on factors for a brand taken for study. Regression analysis is used to find out relationship between the overall willingness of retailers with factors considered in the study. It was found that there is a significant gap in the opinion of decorative paint retailers between the expected and actual outcome on most of the factors. The outcome of the research suggests that brand reputation of paint brans play a significant role in the choice of paint brands stocked by retailers and paint brands demanded by customers. Price of a paint brand is given the least importance while a purchase decision is made.
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