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BEHR ranks highest in satisfying customers with interior paint

By Tim Wright | June 5, 2008

BEHR ranks highest in satisfying customers with interior paint

BEHR ranks highest in satisfying customers with interior paint, according to the J.D. Power and Associates 2008 Interior Paint Satisfaction Study.

The study, now in its second year, measures customer satisfaction with interior paint by examining six factors: appearance and application features; application performance; design guides and instructions; durability performance; price; and warranty/guarantee.

BEHR ranks highest in customer satisfaction with interior paint, achieving a customer satisfaction index score of 779 on a 1,000-point scale, and performs particularly well in the price and design guides and instructions factors. Porter Paints follows BEHR in the rankings with a score of 772. Benjamin Moore Paints and Dunn-Edwards Paints follow Porter Paints in a tie (771 each). Benjamin Moore Paints performs particularly well in three of the six factors: appearance and application features; application performance; and durability performance.

"BEHR stands out in a highly competitive market due to its relative strengths, which enhance the brand's value to customers," said Jim Howland, senior director of the real estate and construction practice at J.D. Power and Associates. "When parity is achieved on the important characteristics of product and price, then factors like the design guides, instructions and the advice given by sales staff can help tip the scales in favor of a brand in the customer's experience."

The study also finds that providing customers with advice and education about how to obtain the best results on their painting projects is an important component in satisfying them with regard to interior paint. Average satisfaction scores are considerably higher-780 points-among customers who say they received painting advice at the retailer, compared with an average of 752 among customers who report not receiving advice. Among those customers who purchased paint at a retail store, more than one-half (54%) report not receiving any advice from the store sales staff.

"Customer satisfaction with interior paint hinges not only on formulation but also on advice and education," said Howland. "Customer perceptions of the ease of paint application and product durability and performance are heavily influenced by how well the customer adheres to manufacturer instructions for application. With a large majority of customers, 88% reporting that they apply interior paint themselves or with help from family and friends, proper education about paint selection, equipment, surface preparation and application technique greatly enhances the customer's experience with the paint."

The study also finds the following key patterns:

• Among customers who shopped for paint at a retail store, 19% received information from the sales staff about environmental hazards associated with painting projects, such as warnings about the presence of lead in old paint.

• Problems with interior paint are rare within the first twelve months of application. Only about four percent of customers report experiencing a problem with their paint.

• The most frequently reported problems with paint include the dried color does not match the sample, the paint does not apply well with a roller, and the paint drips and runs during application.

The 2008 Interior Paint Satisfaction Study is based on responses from 8,900 respondents who purchased and applied interior paint within the previous 12 months. The study was fielded in March and April 2008.