A Study on Consumer Perception and Brand Preference for purchasing paints in Coimbatore District

Paints and colours have remained an integral part throughout the human existence, and the domain has evolved rapidly over a period. The Indian paint industry has come a long way from the days when paints were considered a luxury item. Today the awareness level on preventing corrosion through paints is relatively high, a development that should be a huge boost to the paint industry. In this article, I address the major paint industries and their features, the market leader, their brand image. The economic growth in India has led to higher disposable income, increasing urbanization, easy availability of credit and a concurrent growth in construction, automobiles and consumer durables segment which have emerged as the driving force behind the rise in current consumption of paints. Industry has experienced dynamic changes in the last decade in terms of changing environment and structure which propelled it to a high growth trajectory. In India earlier, it was mostly people above 45 who chose types and shades of paints, but that is changing now with more young people owning apartments and taking such decisions. Demand for premium branded paint products has been increasing as buyers become more aesthetically aware, and realise that the paint on their walls is as vital a feature of their homes as the television set or the couch. Growing demand for paints by both commercial and household consumers has motivated researcher to pursue this study. The researcher believes that the current study will be useful to paint manufactures,marketers and retailers in understanding commercial consumers' preferences,attitude and satisfaction towards selected branded paints marketed in Coimbatore city.