Bonnie Morrow10.01.09
Research has often shown paint to be perceived as a commodity product, particularly among homeowners (DIYers) who, through no fault of their own, are not always able to differentiate between brands. This is because there is normally an 18-month purchase cycle associated with interior paint projects. A lot can happen in 18-months making it difficult and expensive for marketers to reinforce brand and retail awareness and to build loyalty. Other factors that can thwart customer loyalty include the ability of most retailers to match colors from one brand to another enabling customers to take a color sample from one retail outlet and duplicating it elsewhere.
Professional painting contractors are more able to detect brand and color differences because of their almost daily interaction with products. The variables that can affect their brand loyalty include client preference, retailer convenience and relationships, and other alliances forged by manufacturers.
Since the downturn in the housing market and its attendant impact on the home improvement industry, less paint is being sold and less advertising dollars are being spent promoting it. This economic en
Professional painting contractors are more able to detect brand and color differences because of their almost daily interaction with products. The variables that can affect their brand loyalty include client preference, retailer convenience and relationships, and other alliances forged by manufacturers.
Since the downturn in the housing market and its attendant impact on the home improvement industry, less paint is being sold and less advertising dollars are being spent promoting it. This economic en
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