Influence of Reference Group, Especially Painters on Decorative Paint Buying Decision: A Case Study of Bangladesh

Abstract: Paint is a semi technical product, where except for the shade selection, other factors such as category, brand and painting process selection require proper technical knowledge. The end users of Bangladesh are highly dependent on the reference groups for product knowledge, technical knowhow, and buying decision. This is why the research focused on the influence of reference groups, especially painters. An elaborated multi-step research method including expert in-depth interview, focus group discussions and a structured questionnaire survey has been conducted. FGDs and expert in-depth interviews’ findings revealed that for paints and painting activities of new architecture about 80% end-user depends on professional reference groups like architects, engineers etc., and rest of the 20% depend on other reference groups like paints dealers, contractors, and painters. But reverse scenario (20% vs. 80%) has been found in painting of old architectures. For brand selection, 80% of the buyers are influenced by dealers with the help of contractors or painters. A unique implication of Pareto’s Principle (80/20 rule) has been observed in the research findings. Questionnaire survey exposed that for category and brand selection, 74% of the end-users depended on the reference groups, 54% of whom on painters. The study will help paint marketer, entrepreneurs, researchers and others stakeholder in their strategic decision making process.

Key words: reference group; paint; painting; buying decision; painter

        JEL code: M310