Analysis of Customer Brand Preferences among Indian Paint Companies using Analytic Hierarchy Process

Abstract

India is the second largest consumer of paint in Asia. The Indian paint industry consists of two segments, namely the decorative segment, which basically caters to the housing sector and the industrial segment, catering to the automobile, marine, and other manufacturing industries. The objective of the research was to examine customer brand preferences among Indian paint companies. The analytic hierarchy process has been used for this purpose. Based on the literature, the four major criteria considered by customers in selecting a paint brand include price, quality, durability, and variety, and the same were used for both segments to test. The results of the study suggest that for decorative paints, durability is the important factor, followed by price, and lastly variety and for industrial paints, price is the important factor, followed by durability, and lastly variety