Research on Surabaya's customer brand preferences in choosing paints and its influential attributes

Adikusuma, Yohan (2008) Research on Surabaya's customer brand preferences in choosing paints and its influential attributes. Bachelor thesis, Petra Christian University.

Abstract

The report is discussing about the preferences of Surabaya's people in choosing paint brands and what is the most influential attribute in their decision making process. The research data are gathered using judgment sampling questionnaire method to Surabaya people which understand and aware about paints brands, its quality and attributes. The research findings are analyzed using compensatory model to find out the preferred brand based on its attributes and its attributes performances and constant sum scaling model to rank the attributes and brands being preferred by the respondent. The result of the research can be used by the paint brand companies as their evaluation and improvement in the future and paint marketer to understand what brand is preferred in Surabaya and what attributes influencing their decision making process in order to create better sales and marketing strategy. Based on the research findings it can be concluded that the brand "Dulux" is the most preferred brand by the respondents and color quality is the most important attribute for them when they evaluate paint.

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