A Factors Influencing the Paint Purchasing Decisions of Engineers, Contractors, Dealers and consumers in Virudhunagar District, Tamil Nadu

K. Hari Hara Vasan; Dr. N. Manikandan

doi:10.5281/zenodo.15478924

Authors

K. Hari Hara Vasan Research Scholar, Department of Business Administration, Kalasalingam Academy of Research and Education, (Deemed to Be University), Krishnankoil, India. Author
Dr. N. Manikandan ICSSR Post Doctoral Fellow, Department of Business Administration, Kalasalingam Academy of Research and Education, (Deemed to be University), Krishnankoil, India. Author

DOI:

https://doi.org/10.5281/zenodo.15478924

Keywords:

Consumer awareness, Buying behaviour, Purchase intention, Consumer satisfaction, Decision making process, Post purchase behaviour

Abstract

The research looks into which factors engineers, contractors, dealers, and customers in Tamil Nadu's Virudhunagar District consider while making paint purchases. Manufacturers and sellers must comprehend these preferences in order to improve their market position. Using structured questionnaires and advanced data analysis tools, the study collected primary and secondary data using exploratory and descriptive research approaches. The results showed that the most important elements were brand recognition, cost, durability, and product quality. While consumers were more influenced by brand image, promotional offers, and after sales support, engineers and contractors placed a higher priority on performance and technical features. Dealers prioritized customer recommendations and product availability. Long term partnerships, specialized projects, and credit facilities increased brand loyalty, making Asian Paints and Nippon the most popular brands in the area. According to the research findings, customized marketing tactics can greatly increase market share and brand loyalty. Paint manufacturers may better match their goods and advertising campaigns to local consumers expectations by being aware of these regional preferences, which will support the Virudhunagar market's steady growing.

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