Purchase behaviour 2023

This report is crucial for understanding the purchasing behaviour of painters in the conservative paint market, including their loyalty to certain brands and their channel preferences for purchasing products. It also sets brand funnels and examines which brands are the most preferable among professional painters in different categories. By understanding these dynamics, stakeholders in the paint industry can adapt their strategies to meet the evolving needs of professional painters. This report will provide key insights into painters and their professional behaviour and will be most beneficial to marketing departments, sales departments, and product development teams. These insights will be particularly valuable for manufacturers and wholesalers targeting this group, and with this information, they can optimize their business strategies. Furthermore, understanding painters’ behaviour and preferences will facilitate fact-based internal discussions without the need for custom research.

This report is based on successful quantitative telephone interviews with painters conducted in their native language. The number of interviews depends on the number of countries investigated in the report. There are three research options available: the 11-country report is based on 1,905 interviews, the 10-country report is based on 1,753 interviews, and the 8-country report is based on 1,453 successful interviews. The report is built upon a representative sample of painters from companies that indicate spending more than 10% of their working time on painting. On average, interviewed companies spend 79% of their time on painting. This research is conducted annually, with the reports covering various key marketing topics.

The main objective of this research is to offer valuable insights into trends in the behaviour of painters. The report investigates painters’ purchasing behaviour, including their favoured channels, most frequently ordered products, and preferred brands. It also emphasizes distinctions among the European countries under consideration while providing comprehensive and in-depth insights to inform strategic decision-making. The report also provides a detailed profile of painters and offers insights into painter companies in Europe, including their pain points. If your target audience includes painters, this report can assist you in developing a more precise strategy and refining your approach towards this group.

What is the average age of European painters? 

Which type of painting company, by size, can be found in Europe the most? 

What is the attitude of European painters toward the Internet? 

In which type of jobs are the painters the most involved in? 

What do painters forecast in terms of painters’ job amounts in the next year? 

In which countries is the labour shortage the most alarming among painters? 

What is the painters’ attitude toward sustainability? 

How important is the preferred brand to European painters? 

Are painters willing to buy online? 

Which colours are purchased the most among European painters? 

What is the most used way for painters to order products?

1. Management summary 
2. Profile of the Painter 
3. Sustainability
4. Product usage and online buying behaviour 
   1. Paint products 
   2. Consumables
   3. Power tools