A market research study on industrial paint

• Main Authors: De Dios, Ma. Theresa P., Lucila, Agnes Nina, Quiambao, Julius, Ri, Cherry
• Format: text
• Language: English
• Published: Animo Repository 1995
• Online Access: https://animorepository.dlsu.edu.ph/etd_bachelors/16876
• Institution: De La Salle University

The objective of this research study is to determine if there is a demand for industrial paint in the current industrial market. Jardine Davies, being a multi-trading firm, looks into the possibility of entering this paint market targetting the industrial sector. The study conducted survey questionnaires of ten firms from the country's top 500 manufacturing companies and ten construction firms belonging to Category AAA in the PCA (Philippine Constructor's Association). Interviews were also conducted with the major players in the industrial paint industry. Statistical tools were used to tabulate the findings, such as the median and the mode. Based on the research findings, the researchers concluded that there is a demand for industrial paint. It was also found that many firms still use decorative paint for steel structures. The players in the industrial market are also gradually increasing with a 5% annual growth rate. There is, however, no brand loyalty existing with the industrial paints. It is therefore the recommendation of the researchers for Jardine Davies to enter the industrial paint market. It should proceed and anticipate the marketing and technological advancement of the current players in the industry and be ready with its own artillery. In addition of using JDI's excellent distribution network, prices are suggested to be kept competitive and good servicing is crucial in this.