Painting a home is one of the most common, yet impactful home improvement projects consumers undertake. Manufacturers rely heavily on loyalty in terms of both repeat purchases and positive recommendations. Loyalty can only be achieved by truly understanding customers’ attitudes, preferences, and ultimately delivering an outstanding customer experience.

The Solution

The J.D. Power Paint Satisfaction StudySM examines key drivers of satisfaction among customers who purchased and applied interior paint, exterior paint, and/or exterior stain. The overall customer experience is based on six key drivers of satisfaction: application; design guides; durability; price; product offerings; and warranty/guarantee. The study also examines the customer experience with their paint retailer based on merchandise; price; sales and promotions; staff and service; and store facility. The study, which provides the paint industry with insights into the evolving needs and demands of customers, includes the following objectives (organized by study segment):

Interior Paint, Exterior Paint, and Exterior Stain Segments:

  • Measures key drivers of satisfaction among customers who purchased and applied interior paint, exterior paint, and/or exterior stain
  • Captures brand image and reputation
  • Examines pathway to purchase: reasons for shopping; steps taken after decision to purchase (including first step); types of websites used for research and shopping (including most frequented); number of shopping visits across retail locations; involvement of sales associate when first visiting retail location; preferred brand in mind at beginning of purchase process; and place of purchase
  • Captures paint/stain application and usage patterns
  • Measures problem occurrence, contact with manufacturer, and satisfaction with warranty service
  • Delivers insight into what drives customer loyalty

Paint Retailer Segment:

  • Measures key drivers of satisfaction among customers who purchased interior or exterior paint from a major paint retailer
  • Examines staff and service key performance indicators (KPIs): greet promptly; professionally dressed; listened carefully to questions or concerns; provide paint advice; provide application advice; provide color selection advice; retailer carries all brands considering
  • Delivers insight into what drives customer loyalty