Paints as a product category is gaining relevance in the consumer segments for the reason that people aspire to build their homes, want their homes look attractive and distinctive among the others in the social environment. This leads to consumers involving in paint purchase especially with the decorative paint category. But at the time of purchase this involvement is nullified where the dependency on the painters begins to influence the final decision. Consumers’ preference, at the end of the day when the final purchase is made, is overly influenced by the painter's and dealer's recommendation. This is studied in several contexts and further to this a gap is identified to explore whether painter's influence is acknowledged by the dealers, hence this study focuses on how dealer's perceive the influence exercised by painters on the purchase decision of decorative paints.
Consumer experience, painter's influence, purchase decision making, preference
