A CONSUMER BUYING BEHAVIOUR TOWARDS PAINTS- WITH REFERENCE TO ASIAN PAINTS

Abstract

Earlier when houses were built or renovated, consumers did not give much attention to the paints used. Painting was never given as much importance when decisions were made regarding a house construction, but over the years due to the increase in competition, growth in infrastructure, consumer awareness about beauty, ambience and upkeep of their building, the consumer has become aware about the importance of buying best paints. People have started given a lot of importance to make their homes look beautiful and aesthetic. Initially the decision to buy paints depended up on the contractor or the construction firm but now it has slowly become part of the final user’s decision. With government assistance for the building and infrastructure sector, the industry is expected to grow at a rapid pace over the next five years, with enormous growth potential. This study talks about various paint brands with a focus on customers preferences, needs, wants and the factors that affects their decision while buying paints. This study also proves an already proven fact that Asian paint is the largest and most trusted paint brand in India. The study aims to determine how a company's efforts should be channeled and how they should formulate their future strategies according to the consumer preferences. The study also shows the impact of how a company's branding exercise and marketing strategies affects a consumer’s purchasing decisions towards paints.