Consumer Buying Behavior of Decorative Paints Industry in Sri Lanka

Abstract

All paint companies today offer complete range of products for consumers as local ventures due to high import tax imposed by the government for importation of paints. On the ground of rapidly increasing demand for the decorative paints in consequence of increase in building, shelter and other governmental and private constructions, the decorative paints industry is competitively growing today. Besides, today this particular industry has become a more profitable one in Sri Lanka. On account of this preferable situation, the Sri Lankan decorative paints companies focus to offer user friendly and environmental friendly decorative products. This evidently shows commitment of the decorative paints companies towards better world. Though it is so, to the preliminary survey conducted it was noted that 95% of market share has been captured by seven companies out of the 60 local paints suppliers. Thus, the focal problem was why such a situation has come about. Of the four objectives included in the study, key purpose was to examine the relationship between purchase intention and purchase behavior of consumers in respect of paints. Consistent with the objectives the research questions were also set. Additionally, a research gap noted from literature review has also been filled up in this study. The research approach employed here is the deductive method and mix of both qualitative and quantitative perspectives were applied. The selected sample consists of Colombo, Kaluthara and Gampaha. Three hypotheses were formulated from respective literature review and better methodological choice was made to get the study systematic. More primary data were associated as this is an empirical in nature and from different documentary evidences secondary data were gathered. Descriptive statistics was used to present data and to analyze data, Correlation analysis was employed. Eventually findings were made and it was concluded that brand image, product quality and price have considerable impact on buying behavior of decorative paints. Accordingly, recommendations were produced. In addition some related researchable areas have also been pointed out at the end of the paper.