Marketing plays a significant role in influencing consumer purchasing decisions intoday’s competitive business environment. The paint industry in India hasexperienced rapid growth due to increasing urbanization, infrastructuredevelopment, rising disposable income, and changing lifestyle preferences. Paintcompanies are continuously improving their marketing strategies to attractconsumers and strengthen brand loyalty.Consumers today consider several factors before selecting a paint brand such asproduct quality, durability, pricing, color variety, advertising influence, dealerrecommendations, and after-sales service. Major paint brands competeaggressively in the market through advertising campaigns, digital marketing,product innovation, and dealer networks.Kanpur is one of the major industrial cities of Uttar Pradesh with growingresidential and commercial construction activities. Due to increasing demand fordecorative paints, consumers in Kanpur have multiple paint brand choicesavailable in the market. This research project focuses on understanding consumerpreference towards different paint brands and identifying the factors that influencepurchasing decisions.The study mainly considers consumer perception regarding popular paint brandsincluding Asian Paints and Berger Paints. The research helps in understandingmarket trends, customer expectations, and brand positioning strategies in the paintindustry.
KHUSHI KHUSHI (Thu,) studied this question.