Market potential for powder coatings amongst job coaters in madras; Asian Paints(I) Ltd

Abstract

Asian Paints (India) Limited are on the threshold of entering the powder coatings market with the twin objectives of tapping this nascent business potential and also offering a complete range of surface coating options to the customer. This study was commissioned with a view to R5sess the market potential of powder coatings amongst job coaters in Madras with particular emphasis on identifying buyer behaviour, colour preferences, powder coating techniques etc. in this segment of the market. The methodology adopted for the purpose of this research study was the standard marketing research technique. A questionnaire was designed and pretested amongst job coaters in Bombay· Responses from job coaters, dealers and end-users were obtained on various aspects of powder coating.