Analysing Consumer buying Behavior: A Study on Kansai Nerolac Paints in Retail Stores

Painting enhances the aesthetic beauty, ambience and provides protection to the interior and exterior wall of a house. Over the last 10 years, painting was never a priority during house construction but due to urbanization, industrialization and consumer behavior people became aware about the importance of selecting right quality paints. In the paint industry, there are four key players- Asian Paints, Berger Paints, Dulux and Nerolac. Product differentiation is quite important to sustain in the market. The firms have employed many innovative techniques like color mixing equipments at the dealer shops, consultancy service on colors, free information through brochures on mobile applications, websites etc. They came up with new color combinations, new products like easy clean, eco-friendly and lead free green paints etc. The study looks forward to understanding the parameters considered by customers in selecting a painting service and to identity the influence of various factors in buying decisions. The study also covers the consumer awareness of advertising messages of paint services.