J.D. Power, an American data analytics intelligence company, examined key drivers of satisfaction among consumers who purchase and use interior paint, exterior paint and stains through its J.D. Power Paint Satisfaction Study. Paying attention to what customers want and need through the data released through studies like this one is key to stocking your operation.
“Listening to the customer and providing relevant product information makes a difference,” says Michael Taylor, senior managing director of retail intelligence practice at J.D. Power. “Explaining product benefits and features, keeping the store clean, having supplies at the ready, providing suggestions and interacting in a positive way with customers goes a long way for both the product itself and the retailer.”
Receiving over 7,000 responses over the last 12 months, the consumer study examined consumers’ experience based on six factors when shopping at the largest paint manufacturers that represent at least 67% of market share.
The six factors in consumer satisfaction include:
- Application
- In-store color displays and printed materials
- Price
- Durability
- Product offerings
- Warranty
Sherwin-Williams ranked highest in the interior paint segment, followed by BEHR. Benjamin Moore came in third in interior paint but ranked the highest in the exterior paint segment, followed by BEHR.
Cabot and Rust-Oleum tied for first in the exterior stain segment followed by Benjamin Moore.
Sherwin-Williams ranked highest in the paint retailer segment, followed by Ace Hardware and Benjamin Moore independent retailers in third.
The Paint Satisfaction Survey also examined consumer pathways to purchase. Some pathways include steps taken after a decision to shop, number of shopping visits across all brick and mortar locations and more.
Download the full study here and read highlights from the 2023 J.D. Power Paint Satisfaction Study here.
