Brand Image and Factors Influencing Purchase
Sector: Chemicals Manufacturing
Global Coatings Manufacturer

Develop understanding of brand Image, usage, and factors influencing purchase of Automotive Refinish Paints within fleet and collision segments in the US. Identify unmet needs and drivers that would influence change in brand purchase.
Research Solution

Business-to-Business Telephone Interviews

Conducted personal telephone interviews with owners/managers of collision and fleet refinish shops and Jobbers to explore purchase decision making, brand attributes, and factors related to the purchase and use of refinish paints.
Key Insights

The results indicated that the refinish industry is a stable industry with very little brand switching that is dominated by several primary brands. Factors considered in brand selection differed between segments based on use and needs of vehicles serviced. While new technology has impacted industry, need for refinish products remains strong.

Unmet needs were identified within segments as well as opportunities for new product development.