Paint Marketing and Factors Affecting the Consumers’ Paint Purchase Preference from the Viewpoint of Paint Industry Members in Turkey

The aim of this research was to examine the consumers' preference of paint purchase from the viewpoint of individuals employed in the Turkish paint industry. It was aimed to reach at least 278 individuals with a sampling error of 5%. Within this scope, 350 questionnaire forms were distributed and 330 were received back in the year of 2017. Since 4 of the returned questionnaires had a missing question, study was conducted with 326 questionnaires. The questionnaire form was used as the data collection tool. It included 5 questions about demographic characteristics, 17 questions concerning purchasing and using behaviors, and 29 questions regarding consumers' preferences of paints. Data analysis of the study was done using the SPSS 16 package program. Through the analysis of data, descriptive statistics such as frequency, percentage, mean and standard error were presented. In addition, t test and ANOVA test were applied to test the relationship among variables. Based on research findings, the most important factors for the preference of paint purchase in Turkey were determined as the aging of existing wall painting, marriage and cleaning issues. Moreover, it was found out that the experiences of consumers were also effective for the paint purchase decision and preference. Within the scope of the study, it was determined that elder individuals, married and high income people were influenced by many factors in their preference for painting. On the other hand; young, single and low-income individuals were considering less factors in their paint preferences. In addition, it was detected that men were considering properties (features) such as the price and quality more than women in their purchasing preferences. Furthermore, the most important factor affecting the purchasing choice of consumers was determined as previous knowledge and experience. It was also found out that consumers did not frequently conduct market research before choosing the paint. Educational status of individuals was not an effective factor concerning paint preferences.