Color has played a significant role in culture throughout history, with each era and region producing shades based on available resources. The Indian paint industry has evolved from traditional whitewashing to high-quality emulsions and finishes. The sector is broadly classified into decorative and industrial segments, with decorative paints accounting for nearly 75% of the market share.

This study explores retailers' perceptions of paint brands and the key factors influencing brand preference. Marketing plays a crucial role in shaping consumer choices through advertising, promotions, and strategic product positioning. The retail industry serves as a vital link between manufacturers and consumers, influencing product distribution and brand visibility.

In the home and interior décor segment, paints fulfil both functional and aesthetic needs. This study focuses on understanding retailers' perspectives on paint brands, particularly their interactions, marketing effectiveness, product quality, and overall market positioning. 

Sankararaman (2014) examined competitor analysis and dealer preference for Nippon Paint tools and accessories, identifying quality, pricing, and brand reputation as key influencing factors. Musdhad (2015) provided an overview of the paint industry in Bangladesh, focusing on Berger Paints' corporate strategies and social responsibility initiatives. Atieno (2015) assessed contractor brand loyalty in Nairobi, highlighting factors influencing brand preference through surveybased analysis. Adhil (2015) investigated the wallpaper and coating industry in Bangladesh, identifying future trends such as green painting, 3D painting, and non-woven painting using PESTLE and Porter’s Five Forces analysis.Joy (2015) discussed Berger Paints Bangladesh’s adoption of an internal app to enhance dealer communication and sales efficiency. Rani (2018) analyzed the Indian paint industry, noting Berger Paints’ market share in decorative and industrial segments, with peak sales during festive seasons. Ram (2020) emphasized India's growing economic strength and the competitive advantages of certain paint companies. Huq (2020) conducted a detailed literature review on the paint industry, summarizing research methodologies, data analysis, and key findings.Dr. Reena (2020) highlighted the evolution of the Indian paint industry, driven by economic growth, urbanization, and rising awareness of corrosion prevention. Lawrence (2021) revisited trends in Bangladesh's wallpaper industry, reaffirming the impact of green and textured painting. Paul (2023) explored the role of influencer marketing in shaping brand preferences within the decorative paint market, particularly in the Madurai district, offering strategic insights into digital marketing dynamics.

This descriptive study examines the competitive landscape and market efficiency of the paint industry. Using a convenience sampling method, data was collected from 150 respondents through a structured questionnaire. As the population size is unknown, statistical tools such as cross tabulation, Chi-square tests, weighted averages, and frequency distribution were employed for analysis. These methods provide valuable insights into brand preference and market competition.

DATA ANALYSIS AND INTERPRETATION:

Table:1 Demographic Profile

Table: 2 Usage of Various Types of Paints

Inference:

Nippon emerges as the leading brand across all categories, with significant preference in exterior emulsion (47%), interior emulsion (45%), primer (38%), and enamel (34%). Asian Paints follows as a strong competitor, particularly in putty (26%) and wood coating (26%). Birla Opus dominates in putty (28%), while Berger holds a moderate share across all segments. The majority (99%) prefer Direct Bank Transfer (DBT) as the payment mode, indicating a strong inclination toward digital transactions over incentives like gifts.

Table: 3 Association Between Companies Loyalty Program and Overall Satisfaction

Hypothesis:

H₀: There is no significant relationship between brand loyalty programs and customer satisfaction.

 H₁: There is a significant relationship between brand loyalty programs and customer satisfaction.

Inference: 

The majority of respondents (99%) express satisfaction with loyalty program apps, with 116 agreeing and 33 strongly agreeing. Nippon Paint has the highest satisfaction, with 98% of its users endorsing the program. Other brands, including Berger, Asian Paints, and Birla Opus, also receive positive feedback. The significance value (p-value = 0) leads to the rejection of the null hypothesis, indicating a strong statistical relationship between brand loyalty programs and customer satisfaction.

Table 4: Cross Tabs for Year of Experience and Brand Preference Table:4 Cross Tabs for Year of Experience and Brand Preference

Inference:

It is Inferred that , the Nippon is the most preferred brand across all experience levels, with 64 out of 150 respondents favouring it. Asian Paints follows, with 33 respondents showing preference, while Berger (22), Birla Opus (24), and others (15) have relatively lower selections. Notably, brand preference remains consistent across experience levels, with seasoned professionals (more than 10 years) still favouring Nippon.

Table: 5 Weighted Average for the Factors

Inference:

It is inferred that, the Digital presence is the most influential factor (3.94) in decision-making, highlighting the growing importance of online engagement. Promotions (3.89) and quality (3.85) follow closely, emphasizing the impact of marketing efforts and product standards. Customer perspective (3.74) and product variety (3.66) rank lower, suggesting that while these factors are important, they play a relatively lesser role in influencing choices.

From this research paper, it is observed that a leading paint brand is the most widely used among respondents. Dealers and users associated with this brand provide positive feedback and exhibit strong brand loyalty. The primary competitor in the market is another established paint brand, followed by other key players such as Berger Paints and Birla Opus. As a new entrant, Birla Opus is striving to capture market share through an attractive points based loyalty program. To sustain long-term market efficiency and competitiveness, established paint brands can enhance their loyalty programs by optimizing their reward structures and customer engagement strategies.

1. Sankararaman, R. (2014), Competitor analysis and dealer preference for Nippon Paint tools and accessories.
2. Musdhad, A. (2015). An overview of the paint industry in Bangladesh: A case study on Berger Paints Bangladesh Limited.
3. Atieno, R. (2015). Factors influencing loyalty towards paint brands by contractors in Nairobi City Country.
4. Adhil, M. (2015). Trends in the wallpaper and coating industry of Bangladesh: A study on Berger Paints.
5. Joy, F. (2015). Adoption of technology in the paint industry: A case study on Berger Paints Bangladesh Limited.
6. Rani, S. (2018). Market segmentation in the Indian paint industry: A study on Berger Paints.
7. Ram, K. (2020). Competitive advantages and challenges in the Indian paint industry.
8. Huq, M. (2020). A literature review on paint industries: Market trends and research methodologies.
9. Reena, P. (2020). The evolution of the Indian paint industry: Growth drivers and market dynamics.
10. Lawrence, J. (2021). Future trends in the wallpaper and coating industry: A study on Berger Paints Bangladesh.
11. Paul, D. (2023). The role of influencer marketing in shaping brand preferences in the decorative paint market.