Brushing Consumer Minds: An Empirical Study on Perception Towards Ranga Paints in Chennai City

Abstract

The aim of this research titled “Consumer perception towards Ranga paints with special reference to Chennai City” is to analyze and understand how consumers perceive Ranga Paints, among other brands, in a sizable and highly competitive paint industry. Consumer perceptions are important and play an integral part in determining consumers’ purchase decisions, brand preference and eventually customer loyalty; particularly when many brands offer identical products. Research has been conducted based on identified key factors that construct consumers’ attitudes towards Ranga Paints i.e., product quality, product durability, price of products, variety of paint colours, brand image and after-sales service. Data for this study was collected through both primary and secondary sources. Primary data was collected through the use of a structured questionnaire distributed to 108 respondents in Chennai City using a convenience sampling technique. The data was statistically analysed using percentage analysis, Chi-square test, ANOVA and T-tests. The results of the research indicate that the majority of consumers are satisfied with Ranga Paints. Furthermore, the factors that significantly affected the perceptions of consumers include: product quality, affordability, and advertisement. Additionally, the findings of this research demonstrate that the majority of consumers make independent purchase decisions and are highly influenced by media and word- of-mouth communication.