Evaluation of Preference Factors in the Choice of House Paints in Nigeria

Abstract

The study focused 0 11 the evaluation of preference factors on the choice of house paints in Nigeria. The volatility of COl1 SUlnCr behaviour.is one of the most difficult challenges facing organizations,especially inthe Nigerian market.The knowledge of consumer; who he is; how he behaves and the variables that influence him are important as all marketing efforts are essentially directed towards satisfying him. Preference factors pose big challenges in the choice of house paint in Nigeria as it affects the consumer in his purchase decision. Since the effect ofthese factors brings with it S0 l11enegative marketing implications and consequences of low sales, brand switching, price war etc, this study therefore was aimed at evaluating the relationship between the two variables (preference factors and COn SU111er behaviour in the choice of house paint in Nigeria), with special emphasis on family. Pursuant to this, some objectives were formulated for the study and these were to determine the extent to which quality, price, viscosity, brilliancy of colours, coverage capacity, texture, durability, availability', glossiness, and after sales support influence consumer behaviour; to determine the relationship between the opinions and pressures or buyer participants and consumer brand preference. In pursuit of the objectives, a survey research was carried out in the south-east and south-south regions of Nigeria. The study made use of data from primary sources which were collected using interview administered to the staff o fSharon Paints and Lexos Paints and questionnaires administered to paint consumers in Enugu and Rivers State. The population of the study is 126;35 for staff and 91 for consumers.A sample size of 32 staff and 74 consumers was drawn from the population using the Taro Yamanes formula for sample size determination. The data analysis was carried out using the SIJSS Statistical Package. The Pearson product moment correlation coefficient and tile one-sample KohnogorovSmirnov test were used to test the hypotheses formulated ill the study. Findings from the study reveal that the extent to which quality, price, viscosity; brilliancy of colours, coverage capacity, texture, durability, availability, glossiness, and after sales support influence the consumer behaviour is high. This \vas statistically supported by the Kolmogorov-Srnirnov test at 0.05 level of significance (Ze=5 .143 > Zt= 0.029). Again, health conditions affect consumer purchasing behaviour for decorative paints and have a perfect positive relationship; more health conditions mean 1110re decorative paints are purchased because they are of better quality and less susceptible to allergens. The Pearson correlation coefficient value of 1 (r=1) at 0.0I level of significance confirms this assertion. Also the respondents' opinion indicated that there is a perfect positive relationship between weather conditions and consumer choice of house paint; in warm weather emulsion paints are in demand but in cold and humid weather gloss and tcxcote respectively are the consumer choice. This is confirmed by the Pearson correlation coefficient value of 1 (1'=I) at 0.01 level of signi seance. The Pearson correlation coefficient value (1'=1, 0,=0.01) was very strong to uphold the claims of the respondents who agreed that the opinions and pressure of buyer participants play a significant and influential role in shaping the consumer brand preference for house paints. Again, the relationship between weather conditions and consumer choice of house paint; in warm weather emulsion paints are in demand but in cold and humid weather gloss and tcxcote respectively are the consumer choice. This is confirmed by the Pearson correlation coefficient value of 1 (1'=I) at 0.01 level of significance. The Pearson correlation coefficient value (1'=1, 0,=0.01) was very strong to uphold the claims ofethe respondents who agreed that the opinions and pressure of buyer participants play a significant and influential role in shaping the consumer brand preference for house paints. Again, the