CONSUMER BUYING BEHAVIOR TOWARDS PAINT PRODUCTS: A RETAILER-BASED STUDY IN BAHAWALPUR

Abstract

This empirical study explores the consumer response to purchase the paints for decoration and protection purpose in Bahawalpur. It discusses multiple factors effecting consumer purchasing decision including brand trust, quality conscious, price sensitivity, brand promotion, credit terms and conditions and aesthetic sense. There are other factors from market side that have influence from seller side including product promotion, channels of distribution and influence of contractors. There are other factors that are seasonal, cultural and specific needs for infrastructure like muddy look etc. The goal of this study is to provide an insight to the customers, consumers and retailers about the purchase intension and purchasing decision making process. Data was collected from 15 dealers/shopkeepers of Bahawalpur on a structured questionnaire. Research findings show that there are multiple factors that influence consumer paint purchasing behavior among them prominent are shopkeeper’s advice, word of mouth and incentives offered. Findings show there is need to enhance customer’s knowledge on the features, products and brands to take optimal decisions.