A Study on Customer Awareness and Brand Preference of Construction Chemicals Products

This study establishes that customer awareness and brand preference are strongly interlinked determinants of purchasing behaviour in the construction chemicals market. The high overall awareness rate (88%), strong correlation between awareness and brand preference (r = 0.842), and clear dominance of quality and brand reputation as purchase drivers collectively affirm that investments in customer education and brand building yield measurable commercial returns. Dr. Fixit's market leadership reflects the competitive advantage that a trusted brand name, consistent product quality, and widespread distribution can provide. The significant relationship between gender and brand preference further suggests that differentiated marketing strategies — tailored to the specific needs and information channels of contractors, engineers, homeowners, and other segments — will be more effective than uniform campaigns.

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