Identifying the branding prospects and creating brand awareness in automobile paint industry

Abstract

It has been observed that consumers and car owners do not typically decide which paint brand to buy. The choice of paint is typically based on which paint brand was available/offered at the service station. It also depends on the certification offered by the auto paint manufacturer for a specific brand of paint in an authorized service station. The selection procedure for touch-up jobs becomes important when the appropriate color shade is not readily available. newlineIt is also observed that for stocking and supplying paints and ancillaries, service station owners rely heavily on input from dealers. Even some of the older service stations do not favor keeping merchandise on hand. Important factors included, Lack of storage space; Loss of the goods due to improper stocking, damage, or theft. In the value chain, dealers are essential because they serve as a vital conduit for communication between paint manufacturers and consumers. newline