Volume 7 No 2 (2018)   |   ISSN 2158-8708 (online)   |   DOI 10.5195/emaj.2018.134  |   http://emaj.pitt.edu 

 

 
 

 

 

 

 

Paint Marketing and Factors Affecting the Consumers’ Paint Purchase 

Preference from the Viewpoint of Paint Industry Members in Turkey 
 

Ozan Altun 
Sajica Reçine Kimya San. Tic. A.Ş., Turkey | e-mail: ozanr@hotmail.com 

 

Cevdet Kızıl 
Istanbul Medeniyet University, Turkey | e-mail: cevdet.kizil@medeniyet.edu.tr 
 

Gülay Selvi Hanişoğlu 
Beykent University, Turkey | e-mail: gulayselvi@beykent.edu.tr 

 

Nazar Demir 
Gebze Technical University, Turkey | e-mail: nazardemir10786@gmail.com 

 

 

Abstract 

The aim of this research was to examine the consumers' preference of paint purchase from the viewpoint of individuals 

employed in the Turkish paint industry. It was aimed to reach at least 278 individuals with a sampling error of 5%. Within 

this scope, 350 questionnaire forms were distributed and 330 were received back in the year of 2017. Since 4 of the returned 

questionnaires had a missing question, study was conducted with 326 questionnaires. The questionnaire form was used as 

the data collection tool. It included 5 questions about demographic characteristics, 17 questions concerning purchasing and 

using behaviors, and 29 questions regarding consumers' preferences of paints. Data analysis of the study was done using 

the SPSS 16 package program. Through the analysis of data, descriptive statistics such as frequency, percentage, mean and 

standard error were presented. In addition, t test and ANOVA test were applied to test the relationship among variables. 

Based on research findings, the most important factors for the preference of paint purchase in Turkey were determined as 

the aging of existing wall painting, marriage and cleaning issues. Moreover, it was found out that the experiences of 

consumers were also effective for the paint purchase decision and preference. Within the scope of the study, it was 

determined that elder individuals, married and high income people were influenced by many factors in their preference for 

painting. On the other hand; young, single and low-income individuals were considering less factors in their paint 

preferences. In addition, it was detected that men were considering properties (features) such as the price and quality more 

than women in their purchasing preferences. Furthermore, the most important factor affecting the purchasing choice of 

consumers was determined as previous knowledge and experience. It was also found out that consumers did not frequently 

conduct market research before choosing the paint. Educational status of individuals was not an effective factor concerning 

paint preferences. 

 

Keywords: Marketing, Consumer, Paint, Preference, Turkey 

 

 
New articles in this journal are licensed under a Creative Commons Attribution 3.0 United States License. 

 

This journal is published by the University Library System of the University of Pittsburgh as part  

of its D-Scribe Digital Publishing Program, and is cosponsored by the University of Pittsburgh Press. 

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Volume 12 No 2 (2022)   |   ISSN 2158-8708 (online)   |   DOI 10.5195/emaj.2022.277  |   http://emaj.pitt.edu 

 

 

 

 

Paint Marketing and Factors Affecting the Consumers’ Paint Purchase Preference from the Viewpoint of Paint 

Industry Members in Turkey 

Page |68| Emerging Markets Journal 

 

Paint Marketing and Factors 

Affecting the Consumers’ Paint 

Purchase Preference from the 

Viewpoint of Paint Industry 

Members in Turkey 
 

 

Ozan Altun 

Cevdet Kızıl 

Gülay Selvi Hanişoğlu 

Nazar Demir 

 

 
I. Introduction  

 

With the developing markets, the product range 

has expanded. Today, many products with different 

features that can meet consumer needs are available in the 

market. However, the purchasing preferences of 

consumers differ. Every consumer acts in line with their 

own needs and expectations, and makes their purchasing 

decision in this direction. This situation requires 

businesses to develop their marketing strategies in 

accordance with consumer needs and expectations. 

Many factors can be effective in the purchasing 

preferences of consumers. The determination of these 

factors is important in defining the marketing strategies of 

the enterprises. Consumer preferences are gaining 

importance for businesses in every sector. In this research, 

the paint sector was the subject of study and analyses were 

carried out. 

The paint industry is a sector in which durable 

goods are produced that appeal to all segments of society. 

Individuals demand paint at certain periods of their lives 

for various reasons. It is important for individuals to 

determine their preferences in the best way due to the fact 

that paint is seen as a durable good and individuals' desire 

to purchase paint for long-term use exists. However, there 

are many factors that affect people's paint preferences. In 

this study, the factors affecting the purchasing preferences 

of consumers in the paint industry were examined in the 

eye of paint industry professionals in Turkey for the year 

of 2017. 

 

II. The Marketing Concept 

 

Marketing has an indispensable position for 

businesses to hold on to the market in today's competitive 

conditions. Businesses using effective marketing 

techniques can maintain their existence and increase their 

profitability. However, the understanding of marketing 

changes changed with the modern world. In this part of the 

study, the definition of marketing, the birth of marketing 

science, the developments in the concept and 

understanding of marketing are examined in a conceptual 

framework. 

Definition of Marketing 

 

Marketing is a concept that emerged as a result 

of the efforts of parties who wanted to make purchases and 

sales to communicate with each other. The process of 

exchanging goods, services, ideas or various other values 

demanded between individuals and institutions is called as 

the marketing (Mucuk, 2007). Many marketing concepts 

have been adopted and implemented until the transition 

period to the modern marketing concept. Changes in the 

understanding of marketing have been shaped according 

to the wishes and desires of consumers or sellers. 

Although the definition of marketing differs, it basically 

works on the same principle. Marketing is a process that 

is used to establish communication between the buyer and 

the seller (Sheth and Sisodia, 2015). 

Today, effective marketing techniques have 

started to gain importance in markets where intense 

competition is experienced. Businesses that are successful 

in marketing can meet customer demands and needs. They 

can also increase their sales and profitability by providing 

customer satisfaction (Odabaşı, 2014). There are some 

elements in marketing that businesses need to determine 

and develop strategies in this direction. 

Nowadays, the most important input of 

marketing is customer satisfaction. The main purpose of 

marketing is to appeal to most customers. Satisfying the 

addressed customers is seen as a requirement of modern 

marketing. The main features of the marketing approach 

are listed below (Mucuk, 2007): 

- Marketing is seen as a whole of various activities. 

- Marketing can be developed with different strategies for 

separate products, services, ideas or various values in 

distinct markets. 

- Marketing is a strategy designed to meet individual 

needs. 

- Marketing is used for goods, services, ideas or other 

values. 

- Marketing is not only related to the sale of the product, 

but also covers all the processes from the formation, 

distribution and promotion of the product. 

 

Birth of the Marketing Science 

 

Until today's information society, the 

understanding of marketing has changed in various stages 

of human history. The change in human needs in the 

process from the primitive society to the agricultural 

society, from the agricultural society to the industrial 

society has led to a constant change in the understanding 

of marketing. However, in every period, the understanding 

of marketing has been tried to be developed and the main 

goal has been to reach more people. Along with the 

changes in the social structure, the wishes and needs of the 

individuals have begun to differ and the understanding of 

marketing has constantly changed in order to meet the 

demands (İslamoğlu, 2006). 

Along with the transition to the industrial age, 

the understanding of marketing has also improved. 

Manufacturers aim to reach more people and earn more by 

producing larger quantities. However, not only the people 

in manfuacturers’ own countries were enough, but 



Volume 12 No 2 (2022)   |   ISSN 2158-8708 (online)   |   DOI 10.5195/emaj.2022.277  |   http://emaj.pitt.edu 

 

 

Ozan Altun, Cevdet Kızıl, Gülay Selvi Hanişoğlu, Nazar Demir 

Emerging Markets Journal | P a g e 6 9  

manufacturers also aimed to reach people all over the 

world. Especially after the Second World War, the 

adoption of the understanding of strengthening the borders 

of countries with trade, not weapons, has led to further 

development of trade. Businesses have taken the 

advantage of borders that have been shielded with trade 

and try to sell their goods all over the world. The exit from 

the war economy and the desire to meet customer demands 

have led to the development of marketing understanding 

(Kotler, 2005). 

After the Second World War, the purchasing 

power of individuals decreased significantly and the 

production lowered sharply. Realizing this, the 

governments aimed to develop their countries not with 

weapons, but with trade. After the 1950s, trade has 

become an important issue for all countries of the world. 

The main goals of countries have been economic 

development. Economic agreements began to be made 

among the countries. The economic agreements made 

between the two countries that were enemies ensured the 

reconciliation of the countries. The new economic order in 

the world has begun to be built on trade. However, it is a 

known fact that one of the most important keys to success 

in business is marketing (Meyerson, 2005). 

 

Development of the Marketing Science 

 

The understanding of marketing differed within the scope 

of time and place phenomena. Although many marketing 

understandings have developed from the past to the 

present, their transition periods have differed according to 

the location and conditions of the enterprises. While a 

marketing approach was adopted for a long time in one 

region, this understanding was abandoned in a short time 

in another region. 

In the 1850s, very limited goods were produced 

to meet the needs of consumers, and consumers were 

buying regardless of the quality of goods. Since the needs 

of consumers could not be met in this period, consumers 

demanded to buy only by looking at the price. For this 

reason, businesses were developing strategies to reduce 

costs and attaching importance to marketing. The sole 

purpose of the enterprises was to produce more at a lower 

cost. Because every product manufactured in this period 

could be sold. This is true not only in this period, but also 

in every period when the supply is below the demand. 

Today, this does not apply to all market conditions, but 

only to specific products. In some products, the producer 

can sell his/her product regardless of its quality and price 

(Kotler et al., 2010). 

In the 1900s, mass production was initiated. 

During this period, there was no problem in finding 

customers. Demand was greater than supply, and 

producers could sell any good they produced. In this 

period, businesses worked to produce and sell more. They 

developed mass production methods in order to produce 

more. With the mass production approach, more goods 

could be produced in a shorter time span and offered to the 

customer. In this period, when demand was higher than 

supply, consumers were able to choose a substitute for a 

good to meet their needs. For this reason, businesses had 

directed all their organizational talents to produce goods 

with higher volumes and more varieties. Since businesses 

were aware that manufacturers would demand every 

product, they had tried to develop production and 

distribution channels in order to reach the customers. 

Consumers bought the product only because they found it 

and did not attach importance to its quality. Everything 

that was affordable became available for sale. For this 

reason, business finance was mostly devoted to production 

and distribution (Jackson and Shaw, 2009). 

The fact that some countries are closed to 

outside and not import goods causes consumers to be 

content with the products they find. This situation causes 

the businesses in the country to grow (Kotler, 2009). 

However, there is no doubt that this issue brings with it 

some negativities in closed countries. 

The understanding of production has left itself 

to the understanding of product over time. The product is 

seen as a tool to promote the business. The consumer 

qualifies the offered good or service, in other words, the 

product as a business. The naturally supplied product acts 

as a bridge between the business and the consumers. Since 

the product is critical in promoting the business, the image 

loaded on the product gains importance. The image of the 

product is seen as the image of the business and the 

business sells it within the framework of this image 

(Ebren, 2009). 

In product understanding, the image loaded on 

the product acts as the building block. The differences that 

can be attached to the products of enterprises that have 

adopted the product understanding can be classified as 

follows (Kotler, 2005: 38): 

- Physical Differences: Product packaging, quality, 

appearance, suitability, durability, style, etc. features may 

differ. 

- Easy Access Differences: Accessibility to stores, 

abundance of stores or ordering opportunities, etc. features 

may differ. 

- Service Differences: Consulting, maintenance, repair, 

delivery, suggestion, complaint etc. features may differ. 

- Price Differences: Very low, low, medium, high or very 

high price options can be preferred. 

- Image Differences: Symbols, media, environment, 

events, cultures, etc. features may differ.  

The main purpose of the sales concept is to 

increase the sales volume and increase the profitability. 

The fundamental factor that businesses take into account 

is the product. In this understanding, the focus is not on 

the customer. In this understanding, the basic assumption 

of businesses is the sale of their goods. Businesses think 

that goods are sold, not bought by customers. The leading 

goal is to subdue demand to supply. Essentially, the 

understanding that each supply creates its own demand has 

been adopted. Quality conditions are not sought for the 

products released in this period, there are no return 

options, substitute goods are limited, consumers are not 

informed about the product or very limited information is 

given. Consumers cannot receive consultancy services 

regarding the goods (Ebren, 2009). The understanding 

(approach) of sales and the understanding (approach) of 

marketing differ from each other. In Table 1, there is a 

comparison based on various factors related to the sales 

understanding (approach) and the marketing 

understanding (approach). 

 

 

 

 

 

 



Volume 12 No 2 (2022)   |   ISSN 2158-8708 (online)   |   DOI 10.5195/emaj.2022.277  |   http://emaj.pitt.edu 

 

 

Paint Marketing and Factors Affecting the Consumers’ Paint Purchase Preference from the Viewpoint of Paint 

Industry Members in Turkey 

Page |70| Emerging Markets Journal 

Table 1: Comparison of the Sales Understanding 

(Approach) and the Marketing Understanding 

(Approach) 

 
 Sales 

Understanding 

(Approach) 

Marketing 

Understanding 

(Approach) 

Starting 

Point 

Factory Market 

Focus 

Point 

Products Consumer 

Expectations 

Tools Promotion Effors Integrated 

Marking Efforts 

Outcome Sales Volume 

and Profit 

Consumer 

Satisfaction and 

Profit 

 

Source: Ebren, F. (2009) Tüketim, Tüketici ve Pazarlama 

iletişimi Üzerine, Detay Anatolia Akademik Yayıncılık, 

Ankara. 

 

At the stage of sales understanding (approach), 

consumers have decreased and production has increased. 

With the developing technologies, the products of the 

enterprises have increased and the competition has 

become stronger. With mass production, there is an 

abundance of products. Consumer reception began to 

weaken. With this period, businesses have started to 

develop marketing techniques in order to sell their goods. 

The demands of customers have started to be taken into 

consideration and various strategies have been developed 

in order to reach the customer (Bilgin et al., 2006). 

In the sales concept stage, consumers no longer 

necessarily buy goods just because they need it. 

Consumers consider the quality and other characteristics 

of the goods when purchasing goods. With the 

diversification of goods, the selection preferences of the 

producers also change. Businesses have started to develop 

various marketing techniques in order to respond to the 

demands of consumers. Businesses now take into account 

the demands of customers and carry out production as well 

as sales with a customer focus (Güreş, 2004). At this stage, 

promotion is also important as sales. Creating loyal 

customers and constantly adding new ones is an advantage 

for businesses. Businesses give more importance to the 

distribution and promotion channels to reach more 

customers. For this reason, they started to shift their 

organizational talents to the marketing department and 

strengthened the marketing area (Klein, 2014). 

The focus of modern marketing is the customer. 

The era of simply manufacturing and selling products is 

over. In order to stay in the market, businesses develop 

production, distribution and promotion channels in line 

with customer requests and demands. In the modern 

marketing approach, consumers can reach more markets 

and determine their product preferences. For businesses, 

customer satisfaction is important, not the product sales. 

In this understanding, where there is an intense 

competitive environment, it is important for the 

profitability of the business to satisfy the customers and 

make the sales in this direction. Various facts such as 

producing goods for customers' requests and needs, 

providing after-sales service, and availability of returns 

and replacements are critical for customers. Therefore, the 

expression adopted by this understanding can be 

summarized as “The customer is always right” (Şahin and 

Demir, 2014). 

With the increase in competition, the modern 

marketing concept has developed. In the modern 

marketing approach, the aim is to reach the end user. 

Product and marketing understanding are used as tools to 

reach the end user. Businesses produce their products in 

order to reach the customer and determine the distribution 

as well as the promotion channels in this direction 

(Jackson and Shaw, 2009). 

Success of businesses in an intensely 

competitive environment is only possible with a modern 

marketing approach. In environments and markets where 

the competition is weak, businesses may adopt a 

production or sales approach. However, in environments 

and markets where the competition is intense, businesses 

develop marketing strategies in order to be superior than 

their competitors. The marketing understanding of 

businesses is important in determining their position in the 

market. Businesses that adopt a modern marketing 

approach, supply products in line with the wishes and 

needs of consumers, provide after-sales consultancy 

services, transmit information about the product to the 

customer, have return and replacement options, and most 

importantly, observe customer satisfaction, can achieve 

success in the market and increase their profits by 

highering their sales (Klein, 2014). Leading elements of 

the marketing understanding (approach) are presented 

below in Table 2. 

          
Table 2: Leading Elements of the Marketing 

Understanding (Approach) 

 

Marketing 

Element 
Feature (Characteristics) 

Buyer Centered 

Businesses need to determine 

what customers are 

demanding. Businesses should 

detect the desires and needs of 

consumers as well as 

presenting their products in 

this direction. 

Integrated 

Marketing Effors 

All activities of the business 

and marketing channels must 

act in harmony. It is important 

that the product, price, 

promotion and place 

(distribution channels) are 

organized in harmony with the 

marketing phenomenon. 

Ensuring 

Customer 

Satisfaction 

It is important to ensure 

customer satisfaction with the 

product and sales processes. 

Customer satisfaction must be 

ensured before, during and 

after the sale. In this way, more 

customers can be reached and 

loyal customers can increase. 

 

Source: Kotler, P. Çev. Bakkal, A. (2005) A’ dan Z’ ye 

Pazarlama, Mediacat, İstanbul. 

 

 



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Emerging Markets Journal | P a g e 7 1  

Businesses need to use marketing talents 

effectively in order to increase their share in the sector. 

The more the goods put on the market by the business 

meet the demands of customers and the more customers 

are satisfied, the more successful the business has been 

(Islamoglu, 2005). The quality of the product put on the 

market by the enterprise, its ability to meet consumer 

needs, its competitiveness in the market, its clarity and 

suitability for sale are important in determining the 

marketing strategy. However, in today's global world, it is 

important for business success not to depend only on local 

markets. It is also important to improve the ability of 

selling goods and services all over the world. Within the 

scope of modern marketing understanding, it is significant 

for businesses to determine their marketing strategies 

according to the characteristics of the market in which 

they will launch their products (Bilge et al., 2009). 

The important issue in modern marketing 

understanding (approach) is the repetition of the purchase. 

For this fact, businesses determine the consumption habits 

of individuals within the framework of this understanding 

(approach), segment the target audience, determine 

market conditions and integrate all their activities with 

marketing (Eroğlu and Erdoğan, 2014). The starting point 

in the modern marketing approach is the market and 

process, which is initiated with the research of wishes as 

well as needs of consumers. Here, there is an integrated 

marketing understanding (approach) and the profit 

obtained in line with consumer satisfaction is targeted 

(Tekin et al., 2014). In addition, the issues that businesses 

consider about products and sales in the modern marketing 

understanding (approach) are listed as follows (Kotler, 

2005): 

- Determination of product/service types and planning of 

production organizations related to product types 

- Determination of product/service features 

(characteristics) 

- Determination of quality 

- Making decisions to comply with national and 

international standards 

- Warranty decisions 

- Detection of accessories related to the product (for 

example, options such as air conditioning and sunroof in 

automobiles) 

- Details of the packaging decision 

- Determination of the labeling system 

- Determination of product usage instructions 

- Undertaking maintenance, repair and correction 

operations 

- Determination of product technical features 

(characteristics) 

- Organization of service issues (sales return acceptance, 

customer service, etc.) 

It is significant in terms of customer satisfaction 

that businesses take into account the above-mentioned 

product and sales issues in addition to determing their 

marketing activities accordingly. It can be observed as a 

pre-marketing stage that businesses determine all the 

details about the product and inform the consumer about 

these details. The best approach towards customer during 

sales and the strengthening of after-sales services will 

increase customer satisfaction by ensuring that all 

marketing processes are carried out effectively (Güreş, 

2004). 

In today's information society era, effective use 

of resources has become a necessity. A world perception 

has begun to emerge, in which environmental problems 

are not ignored and depleting resources are drawn 

attention to. While this situation caused a change in the 

perception of consumers in the first step, the marketing 

understanding of the enterprises started to change as well 

(Güler, 2014:). 

Businesses need to adapt to today's conditions in 

order to be successful. It is important to adapt to the 

environment in meeting consumer demands. The 

realization of production, sales and promotion activities 

within the framework of a sustainable environmental 

understanding is a requirement for a society-oriented 

marketing approach. Businesses need to use resources 

effectively, perform efficient production in line with 

consumer demands, and continue their activities in 

harmony with the environment. Carrying out activities in 

harmony with the environment and observing the benefit 

of society will increase the prestige of enterprise in the 

society. This situation will increase the recognition of the 

business by gaining the appreciation of the society (Garda, 

2016). 

It is important for businesses to carry out their 

activities in a society-oriented manner in terms of 

marketing understanding (approach). Especially today, 

businesses prefer to do marketing within the scope of 

social responsibility projects. Marketing activities carried 

out within the scope of social responsibility projects create 

awareness in the society. Such marketing activities both 

benefit the society and increase awareness of the 

businesses (Soysal, 201). 

 

Marketing Mix in Business 

 

The factors that make up the marketing mix have been 

classified in different ways by separate authors. The 

elements that are important in this marketing mix are 

expressed with 4Ps (Odabaşı, 2014). The components that 

make up the marketing mix are indicated as follows 

(Kotler, 2005): 

- Product: The basic components that make up the product 

are expressed as quality, features, style, durability, brand 

image, warranty and packaging. Businesses have to 

determine their marketing strategies for each product they 

produce in the best way. Determining the general features 

of the product and detecting the market conditions where 

the product will be sold and conducting marketing 

activities accordingly are important for the marketing 

success. 

- Price: Price is seen as a monetary expression of the value 

of goods or services. The sum that consumers have to bear 

in order to purchase the good or service is defined as the 

price of good or service. Price of the good or service is 

important in the effectiveness of marketing activities. 

Price is one of the most important components that 

consumers evaluate in their perceptions before purchasing 

a good or service. Whether the price is low or high is an 

important factor in consumers' purchase intentions. In 

market conditions where consumers can compare prices 

for the same product, price determination can be seen as a 

marketing strategy. 

- Place: It is among the duties of distribution channels to 

deliver the produced goods to another producer or 

consumer. The efficient operation of distribution channels 

provides faster and more reliable transportation from 

producer to consumer. Reducing distribution costs within 

the framework of marketing activities is important for 

business profitability. For this reason, it is important for 



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Paint Marketing and Factors Affecting the Consumers’ Paint Purchase Preference from the Viewpoint of Paint 

Industry Members in Turkey 

Page |72| Emerging Markets Journal 

marketing activities and distribution channels to carry out 

their activities in an integrated manner. 

- Promotion: The reasons why promotional activities are 

so important in today's conditions are the increase in 

physical distance between customers and businesses, 

population density, expansion of markets as a result of 

income increase, more intense competition, greater 

distribution organizations, proliferation of intermediary 

institutions, differences in consumer needs and demands, 

raising the level of consciousness of the consumers, 

increasing the awareness of the clients, the consumer's 

search for superior quality and features, and the ability to 

compare prices on the same products. 

The marketing mixes determined within the 

framework of marketing concept have changed formation 

as customer-oriented with the adoption of modern 

marketing concept. With the modern marketing 

understanding (approach), 4P has turned into 4C. Within 

the scope of modern marketing understanding (approach), 

customer satisfaction is prioritized and the components of 

marketing mix are determined according to customer 

perceptions. The equivalents of 4P elements in the 4C are 

as follows: (Garda, 2016:245). 

 

 
 

Figure 1. The Equivalents of 4P Elements in the 4C 

 

Source: Garda, B. (2016). Bütünleşik Pazarlama İletişimi: 

Konya İli Örneği. Selçuk Üniversitesi Sosyal Bilimler 

Meslek Yüksek Okulu Dergisi, 19, 243-260. 

 

The main point in the modern marketing 

approach is customer focus. Therefore, marketing mixes 

have also undergone this transformation. The product, 

which is at the beginning of the marketing mix, has gained 

qualification as the value offered to the customer with the 

modern marketing approach. Distribution channels, 

expressed as places, are transformed on the basis of being 

convenient to the customer and providing comfort to the 

client. The convenience of providing the customer with 

easy access to products and services and placing an order 

are evaluated within this scope. Price is defined as the cost 

of product to the customer. In the old marketing approach, 

the price determined by the enterprise in line with its costs 

and profit targets has been customer-oriented together 

with the modern marketing approach. The price is now 

determined by the customer, not the manufacturer. At the 

end of the marketing mix is the promotion. With the 

modern marketing approach, promotion is considered as a 

tool to maintain customer communication. In order to 

survive in an intensely competitive environment, 

businesses need to effectively continue their relations with 

customers. Advertising operations and campaigns will 

keep the opinions of customers towards the business 

dynamically. 

 

 
 

III. Customer Purchase Process and the Effective 

Factors 

 

The Consumer Concept 

 

The individual who buys the goods or services 

produced by the enterprises in return for a price is called 

the customer. The consumer, on the other hand, is the 

person who consumes the product or benefits from the 

product, even though he/he does not pay the price of 

products manufactured by the enterprises. According to 

modern marketing, the customer is defined as the person 

who buys the goods or services or the person who has the 

potential to purchase the goods and services (Yağcı and 

İlarslan, 2011). 

The consumer is seen as an individual who 

consumes the product or benefits from the product, 

determines the position of products or services in the 

market conditions, and provides significant support to the 

enterprises in reaching their targets, whether or not they 

buy the goods or services that the enterprises have put on 

the market. The history of the concept of consumer begins 

with commerce. With the beginning of trade in history, the 

concept of consumer has emerged as a natural outcome of 

buying and selling activities (Solomon, 2014). 

 

Consumer Purchasing Process 

 

Consumers are affected by many factors before 

and during the purchase of goods or services. Thus, the 

consumer buying process is quite critical. In this section 

of the research, the factors affecting the purchasing 

process of consumers are discussed. There are many 

factors that affect the structure of the decision-making 

process of consumers. However, the most important ones 

are listed as follows (Dal and Eroğlu, 2005): 

- Situational Effects 

- Levels of Consumer Decision Making 

- High and Low Level of Interest 

Consumers' purchase intentions can be affected by the 

current situation they are in. The decision-making 

processes of consumers in a certain environment at a 

certain time period may differ. Situational effects are 

listed in Table 3 below. 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 



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Emerging Markets Journal | P a g e 7 3  

Table 3: Situational Effects 

 

Effects Qualification (Characteristics) 

Physical Factors 

These are the factors that affect 

human senses. Sound, odor, noise 

level and lighting can be shown as 

examples. In particular, the 

physical characteristics of the 

store environment are effective in 

the purchasing process of 

individuals. 

Social 

Environment 

Individuals are affected by their 

social environment in the 

purchasing process. Consumption 

decisions may change in order to 

be part of a group or to adapt to 

the circle of friends. 

Time 

Important times such as the 

month and week that the 

consumers are in are effective in 

the consumption processes. 

Aim 

It is important why the product to 

be gathered is purchased. 

Personal or gift purchase 

processes differ. 

Emotional State 

The emotional state of the person 

is effective in the purchasing 

process. 

Facilitating 

Elements 

 

Facilitating factors can play an 

important role in the purchase 

decision of consumer. For 

example, the availability of price, 

time or place may be effective. 

 

Source: Kabakçı, S., 2001. Tüketici Davranışlarını 

Etkileyen Bir Faktör Olarak Yasam Tarzı: Çukurova 

Üniversitesi’nde Okuyan Kız Öğrencilerin Yasam Tarzı 

Tiplerinin Belirlenmesine Yönelik Bir Araştırma, 

Çukurova Üniversitesi Sosyal Bilimler Enstitüsü İşletme 

Anabilim Dalı, Yüksek Lisans Tezi, Adana. 

 

Individuals do not always act in the same way 

concerning their purchasing decisions. There may be 

many factors that affect the purchasing decisions of 

consumers (Odabaşı and Barış, 2003). Consumers' 

purchasing decisions may be due to their current situation, 

time or old habits. A period when consumers are under the 

influence of their decision-making levels can be effective 

(Dal and Eroğlu, 2005). Concerning the decision-making 

levels; routine-problem solving behavior, limited 

problem-solving behavior and intense problem solving 

behavior are significant. 

In regards to routine problem-solving behavior, 

consumers cannot give up their habits, especially in their 

purchasing behavior. It is very difficult to choose a new 

product instead of a product that is constantly bought and 

whose price is known. Here, the level of consumer 

decision making is highly affected by habits (Çabuk and 

Yagcı, 2003). For limited problem-solving behavior, the 

selection criteria for the consumer have begun to emerge. 

In particular, the consumer's dissatisfaction with the 

current product leads him to other products (Eryılmaz & 

Zengin, 2014). Concerning the intense problem-solving 

behavior, consumer shows the mentioned behavior 

especially for products that have a long and expensive 

lifespan. Consumer needs more information about the 

product. At the same time, he/she tries to choose the most 

suitable and highest quality product by making intensive 

product comparisons (Taşkın, 2016). 

Consumers may be at a high or low level of 

interest in their purchasing decisions. Low level of interest 

is when individuals have enough information about the 

product and make the purchase decision quickly. At the 

high level of interest, the consumer does not have enough 

information about the product. Consumers demand high 

information about the product they encounter. In line with 

the information obtained, he/she can perform a screening 

by comparing the product with others. Thus, the 

purchasing behavior is determined (Odabaşı and Barış, 

2003). 

Consumers can buy products to express 

themselves. The effects of various products on different 

individuals are not parallel. A product related to a person's 

culture, life or past may evoke the perception of a personal 

symbolic message. This will affect the person's purchasing 

preference (Kardeş et al., 2014). Some symbolic products 

purchased by consumers are provided in Table 4 below. 

 

Table 4: The Leading Symbolic Messages provided by 

the Products Purchased 

Wealth, Power 

and Superiority 

Many consumers may prefer 

expensive brands in the name of 

wealth and power. Especially as 

a part of popular culture, many 

consumers can choose a 

product just because it is 

expensive. 

Youth 

The purchasing behavior of 

consumers may differ due to 

youth. Young people may 

choose to shop by emulating the 

elderly or old people by 

emulating the young. 

Sexual Attraction 

Objects also have a sexual 

language. A pen, motorcycle, or 

a bed sheet can be feminine or 

masculine. 

Creativity and 

Pleasure 

Consumers can combine 

products according to their own 

tastes, especially in order to 

keep up with fashion. The 

choice of bags or shoes suitable 

for the outfit affects the 

purchasing preferences of the 

consumers. 

Love (Liking) 

The goods that consumers 

prefer in line with their living 

conditions can be a part of their 

love (liking). For example, 

according to the house planned 

by the individual, the choice of 

household goods may differ. 

Loyalty 

The purchased product may 

have caused the same feeling in 

the person since the past. For 

example, the perfume used by 

the person since childhood can 

be given as an example. 

Source: Orhan, İ. (2002). Satın Alınan Ürünlere İlişkin 

Duyguların Cinsiyet ve Cinsiyet Rolleri Bakımından 

İncelenmesi, Ankara Üniversitesi Sosyal Bilimler 

Enstitüsü Psikoloji Anabilim Dalı, Yüksek Lisans Tezi, 

Ankara. 



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Paint Marketing and Factors Affecting the Consumers’ Paint Purchase Preference from the Viewpoint of Paint 

Industry Members in Turkey 

Page |74| Emerging Markets Journal 

Industrialists who want to respond to the 

unlimited demands of individuals in the globalizing world 

are constantly increasing. However, consumers consume 

most of the products manufactured. There is currently a 

state of excessive consumption in the world (Acar, 2000). 

Manufacturers have to appeal to consumers in order to sell 

the goods they produce. For this reason, marketing 

activities gain importance at the stage of determining the 

wishes and demands of consumers. In particular, 

determining when and how the consumer will buy goods 

and conducting marketing activities according to the 

psychology of the consumers are important for the success 

of business (Avcılar, 2008: 12). 

Mandatory consumption occurs in two ways. 

These are basic and selective necessities. The basic 

necessities are the purchases that consumers make without 

giving importance to the brand. The consumer makes the 

purchase to meet his/her needs regardless of the brand. In 

selective necessities, the consumer can choose a brand 

(Xiang et al., 2015). Since the consumer does not make a 

choice in the basic necessities, the advertisements are also 

meaningless. For example, a consumer who wants to drink 

can buy the drink regardless of the brand. This situation 

causes the advertisements and marketing activities to lose 

their functionality. Advertisements take a more active role 

in selective necessities (Erdil and Uzun, 2009). 

Consumption intention is the decision to buy. 

After the consumer's need and motivation, he/she makes 

the consumption decision. The factors affecting the 

consumption intention are as follows (Öztürk, 2002) 

- Intensity of Needs 

- Ensuring the Standards of Future Life 

- Irreversibility in Consumption Intention 

- Relationships in Personal Consumption Functions 

Concerning intensity of needs, individuals make 

their final decisions for the products they want to buy. 

These needs may stem from basic needs or personal 

characteristics (Blain et. al., 200). In regards to ensuring 

the standards of future life, consumers can limit their 

consumption by considering their future expenditures. For 

example, when a civil servant receives his/her salary, 

he/she does not spend it all immediately. Some of the 

salary are kept for the future. This situation also has an 

effect on the supply-demand balance of the market. For 

irreversibility in consumption intention, consumers 

sometimes cannot give up their past habits. An individual 

who prefers a product due to the necessity of his/her 

economic and socio-cultural environment in the past may 

not give up on the current product even if his/her economic 

and socio-cultural environment changes over time. As an 

example for the relationships in personal consumption 

functions, when a new model or emerging fashion of a 

product comes out, an individual may want to buy a new 

product (Armağan and Gürsoy, 2011). 

In the consumption culture, the party that 

dominates the market is the consumers. Consumers, as the 

rulers and directors of the market, guide the producers. 

Manufacturers focus on the goods that consumers desire 

and determine their competition methods accordingly. 

Competition conditions are determined entirely by the 

preferences of consumers (Akın et. al., 2009). 

In the consumption culture, marketing activities 

are carried out especially through the mass media. In other 

words, consumption culture is further fueled by the mass 

media and advertisements. Manufacturers can sell some 

products by popularizing them in the media even if 

individuals do not need them. Manufacturers reach masses 

through the mass media and advertisements, and can 

provide information about their products. Each 

information provided has an impact on the purchase 

intention of consumer. This situation can be shown among 

the most important features of consumption culture. 

Especially in the globalizing world, consumption culture 

is spreading rapidly (Öztürk, 2002). 

 

Factors Affecting the Consumer Behaviors 

 

There are many factors that affect the 

purchasing behavior of consumers. However, the factors 

that are thought to have the most impact on consumer 

purchase intention are categorized under three factors. 

These can be listed as personal, socio-cultural, economic 

and psychological factors (Levy, 2005). 

Personal factors are very important in the 

consumer purchase intention. The most important factors 

affecting the purchasing status of consumers are classified 

under six factors. These are age, gender, job, education 

level, marital status and income level (Köseoğlu, 2002). 

Age is one of the important factors affecting 

purchase intention. Ages of individuals have an impact on 

their purchasing decisions. While age is effective on the 

purchasing decision, it also makes a difference in the use 

of purchased product. Usage of consumption products 

such as clothes, food and furniture are directly 

proportional to the age of individuals (Köseoğlu, 2002). 

Manufacturers should well determine the age of customer 

base they are addressing. Changing socio-economic status 

depending on the age also has an effect on people's 

purchasing preferences (Çakmak, 2004). The fact that 

individuals in the same generation have similar cultural 

perceptions causes their consumption habits to be similar. 

The consumption demands of children, young or old 

individuals are different. Today, producers are aware of 

the different needs and demands of these masses and carry 

out their marketing activities accordingly (Back and 

Parks, 2003). 

Gender is an important factor in the purchase 

intention. The product preferences of women and men are 

different from each other. Gender is also a significant 

purchasing criterion in all cultures. Many cultures have 

feminine and masculine expressions. This situation 

becomes important in consumption preferences (Orhan, 

2002). Along with the changing world conditions, there 

have been changes in the consumer roles of men and 

women. The fact that woman, who was only perceived as 

a housewife formerly, but now started to take part in the 

business life has also caused a significant change in 

consumption habits. The fact that women in industrialized 

societies started to work and had economic power 

increased their expectations from the market. Women 

have started to make various demands from the market for 

their special needs. In addition, the fact that both men and 

women started to make joint decisions in home life also 

caused changes in consumption (Tek and Özgül, 2005). 

Due to the fact that home life is shared by men and women, 

household shopping has also begun to be done jointly. The 

basic needs of the home and needs for childcare are now 

taken not only by women, but also by men. This situation 

causes the consumed products to differentiate (Tosun, 

2010). Product preferences of men and women also differ. 

While women approach with more emotional feelings 

when buying products, men seek ease of use. While 



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women focus more on brands or expensiveness, men tend 

to focus more on cheap and useful products (Ural and 

Perk, 2012). 

Occupation (job) of individuals has an impact on 

their purchasing preferences as well. Occupation can 

increase or decrease individuals' interest in certain 

products. For example, purchasing preferences of 

managers and workers (employees) in an enterprise may 

differ from each other (Marangoz, 2007). Today, intense 

industrialization has led the white-collar group to come to 

the fore. The fact that white-collar class is more educated 

and their economic situation is good causes marketers to 

shift their focus in this direction. In today's consumption 

culture, creating and selling products that can meet the 

needs of white-collar individuals is seen as the main goal 

for producers (Özcan, 2010). 

Education level also has an impact on 

consumers' purchase intentions too. As the level of 

education increases, the products demanded by people 

also increase. Today, the level of education is constantly 

increasing, and as a natural consequence of this, the 

variety of goods demanded increases (Atilgan et al., 

2005). Depending on the level of education, consumers' 

purchasing and product-related knowledge levels also go 

up. The consumer has become more conscious. This 

affects the purchasing decision. Consumers determine 

their purchasing preferences by paying more attention to 

the features, quality, usefulness and price of the goods and 

via comparing them with other products in the market. The 

education level of consumers can also encourage them to 

learn more. This situation leads to more conscious 

consumers and has an impact on people's purchasing 

preferences (Köseoglu, 2002). 

Marital status is effective on people's purchasing 

preferences as well. Whether people are married or single 

affects their purchasing intentions. The needs of single 

individuals and those of married are different from each 

other. Married individuals have more necessities and 

needs for the house. In addition, the consumption 

expenditures of people who have children are 

considerably higher than other individuals (Konecnik and 

Gartner, 2007). Today, the age of marriage is still 

advancing. Women's career goals also delay their 

marriage status. In addition, women are having children at 

a later age. This situation causes marketers to change their 

strategies. In today's business world, marketers have 

increased the advertisements for women who are married, 

have children and are career oriented (Köseoglu, 2002). 

Income level is among the most important 

factors in consumer’s purchase intention. Consumers 

determine their purchasing intentions based on their 

current income. Consumption expenditures of low-income 

individuals and high-income individuals are different 

from each other (Ural, 2009). 

According to Engel's laws, there is a relationship 

between income and expenditure. According to this law, 

as the income level increases, the shares for all 

expenditures increase. Also, as the income level increases, 

the amount spent on food decreases proportionally 

compared to other expenditures (Kavas, 2004). 

Socio-cultural factors are also important in 

consumers' purchase intentions. Socio-cultural factors 

affecting the consumer behavior are family, social class, 

groups and the culture. The family is influential on 

consumption preferences. The region where the family 

lives, the authoritarian structure of the family, the working 

status of the women in the family, family relations or the 

people in the family affect the consumption preference. In 

addition, the roles assumed by family members are 

effective in purchasing preferences. The purchasing 

behavior of each individual in the family differs according 

to their position in the family (Öztürk et al., 2014). The 

purchasing behaviors of families may also differ 

according to the dominance of family members. 

Consumption expenditures according to the dominance of 

family members are non-accountability of family 

members in their purchasing preferences, presence of the 

dominant male, presence of the dominant woman and 

families where the purchasing decision is made jointly 

(Karafakıoglu, 2005). Families have a certain position in 

the society. The position of the family in the society has 

an effect on consumption expenditures. The 

characteristics of the environment in which the family 

lives affect their expenditures. The position of family in 

the society can be determined by where they live, 

ownership of assets, contribution to the society, structure, 

fame and livehood (Mert, 2001). The external 

environment is also important in the consumption 

expenditures of the family. Various stimuli from the 

external environment are effective in the family's 

purchasing preference. For example, several factors from 

the external environment can affect the decision of a 

family willing to buy a car. The social structure of the 

family is also effective on the purchase intention (Ural, 

2009). 

Social class also has an impact on people's 

purchasing preferences. Various factors such as the socio-

cultural situation of individuals, income level, education 

level, value judgments, beliefs and traditional structures 

cause the society to be divided into classes. The classes of 

people are important in terms of consumption 

expenditures (Villerejo & Sanchez, 2005). The 

consumption habits of individuals belonging to different 

social classes are also different from each other. The 

various qualities that the social class brings to the person 

also change the nature of consumption expenditures. The 

fact that each social class has its own characteristics 

causes consumption to be determined in this direction. 

However, people who want to make changes in their social 

class primarily change their consumption expenditures. 

An individual who wants to rise from the lower class to 

the upper class tends to luxury consumption expenditures 

(Van Rier et al., 2005). Various factors are considered in 

order to determine social classes. These are the source and 

level of income, profession group, type and location of the 

individual’s house and education level (Pappu, Quester 

and Cooksey, 2005). Marketers need to run advertising 

campaigns that will appeal to which social class they plan 

to sell their products to (Keller, 2008). 

People take part in various groups throughout 

their lives. Various groups such as the family, school and 

work are effective in human life. Family is the first group 

of individual. Following this, there are groups of friends 

in the school and business life. The group of people in 

individuals’ consumption preferences is important (Kwun 

and Oh, 2004). Individuals are especially interested in the 

brand preferred by the group. The person who buys the 

preferred brand of group sees himself/herself as a part of 

that group. This situation is important in the product 

preference of person (Köseoglu, 2002). 

Culture also has an important place on the 

consumption habits of individuals. Individuals from 

different cultures may have separate consumption habits. 

Purchasing needs of people may vary according to the 



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Paint Marketing and Factors Affecting the Consumers’ Paint Purchase Preference from the Viewpoint of Paint 

Industry Members in Turkey 

Page |76| Emerging Markets Journal 

society and culture they live in (Webster, 2000; Akın et. 

al., 2009). 

Moreover, individuals want to make the best 

consumption with the assets they have. At the same time, 

individuals try to meet their needs by using their assets 

rationally. Budget can be seen as the most important factor 

affecting the purchasing behavior of individuals. Need-

based or luxury consumption expenditures are closely 

related to individual's budget (Atılgan et. al., 2005). In 

post-modern societies, the need for commodities is 

psychological. Individuals buy commodities to satisfy 

themselves. However, the cost of the goods to be 

purchased becomes important for the person. The person 

considers psychological satisfaction and economic status. 

In addition to all these, the quality, durability and 

properties of the goods are also included in the evaluation 

process of consumer (Köseoglu, 2002). 

Psychological factors are important in the 

purchasing behavior of consumers. These can be listed as 

motivation, perception, learning, beliefs and attitudes. If 

the consumer is constantly procuring a good from the 

same place, this indicates that the consumer is motivated 

(Karabacak, 1993). Customers attach importance to 

concepts such as sincerity and honesty where they buy. In 

addition, the diversity and quality of goods are important. 

Individuals want their needs to be fully met. For this 

reason, they prefer places that they have experienced 

before and that fully meet their needs. Consumers also 

want to be satisfied with the goods and services. This 

causes consumers to be motivated (Sağlam and Sağlam, 

2016). 

Perception is expressed as the individual's 

understanding of his/her environment through sense 

organs. It also shows the degree of emotional and 

cognitive perspective of the person (Odabaşı and Barış, 

2003). Consumers try to detect signals from products. 

Features such as the characteristics, quality, durability and 

prestige of the products create a stimulating effect on the 

consumer. Consumers make the purchasing decision in 

line with the stimuli emitted by goods (Çabuk et al., 2014). 

Individuals are in an effort to learn about the product they 

want to buy. By learning about the various features of the 

product, they determine their purchasing behavior 

accordingly. Individuals can make comparisons between 

products by learning (Güney, 2000). The consumer, who 

wants to choose between products, first collects 

information about various products and evaluates this 

information in line with his/her own needs. The individual 

makes an evaluation via considering various criteria and 

as a result makes the purchase decision (Öztürk and Savaş, 

2014). 

The society and environment in which 

individuals live and the various information they have 

learned throughout their lives have an impact on their 

beliefs and attitudes. In other words, various situations and 

events that people are affected by throughout their lives 

affect their beliefs and attitudes (Orhan, 2002). Beliefs and 

attitudes of consumers enable the establishment of 

relationship between the goods and brands. Individuals 

determine their needs according to their beliefs and 

attitudes, and make the purchasing decision accordingly 

(Bülbül and Özoğlu, 2014). 

Individuals are affected by many different 

factors such as the sound, smell and light throughout their 

lives. However, individuals make their decisions based on 

some factors, not all factors. People's perceptions focus 

only on specific factors (Erdem, 2006). The concept of 

selectivity is a constantly evolving process of perception. 

With selectivity, individuals respond to some factors by 

acting selectively, rather than responding to all factors. 

This situation also affects the purchasing decisions of 

consumers. Various factors such as the sound, color, light 

and texture can cause different stimulating effects on each 

person. Some products attract people's attention and direct 

them to these products. Each product can be preferred by 

different people and can be effective on the purchasing 

decisions (Kara, 2015). 

Media plays an important role in promoting 

products and services. Advertisements attract people's 

attention and direct people to these products. Particularly 

striking advertisement designs ensure the success of 

sellers (Bülbül et al., 2016). Target audience selection is 

also important in the advertisement design. Determining 

the target audience and preparing advertisements 

accordingly is a critical issue. Individuals perceive the 

advertisements directed to them and give their reactions 

accordingly. Good and remarkable advertising has an 

impact on consumers' purchasing intentions (Tosun, 

2010). 

The main purpose of advertising activities is to 

generate profit. However, making advertisements only for 

profit will weaken the success of advertisement. Here, it is 

especially important to create a brand perception in the 

mind of the consumer (Güney, 2000). Brand-based 

advertisements are especially important in terms of 

promotion. Highlighting brands in advertisements has an 

impact on consumers' purchasing decisions (Kara, 2015). 

 

IV. The Paint Industry  

 

Paint Industry Overview 

 

The paint industry is basically divided into two 

groups. These are industrial paints and construction paints. 

Although definition and distinction are difficult in the 

paint industry, definitions are made based on the surface 

on which the paint will be applied. If it is necessary to 

control various parameters that will affect the current 

quality of work, as well as health, safety and 

environmental risks, this paint application is referred to as 

industrial paint in the literature. In industrial paint 

applications, the product to be painted is transported to the 

location where the paint will be made. However, if there 

is no inspection requirement in paint production and the 

paint is made at the location where the surface is, this is 

considered as the construction paint. In construction paint, 

the paint is delivered to the location where the surface to 

be painted is made (Tunçgenç, 2015:26). 

While construction paints are handled within a 

single section in the sector, industrial paints are divided 

into various sub-sectors. Explanations on these sectors are 

summarized below (Tunçgenç, 2015): 

- Vehicle paints are used for painting vehicles such as 

automobiles, commercial vehicles, motorcycles, trains, 

bicycles and airplanes. It is used both in the original 

painting process of vehicles, as well as in the assembly of 

various parts and painting of parts. 

- General industrial paints, on the other hand, are applied 

on motorized agricultural vehicles, work and office 

equipment, durable consumer goods, machines, 

transformers, various metal goods, but generally metal 

products. 



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- Protective paints are generally used to perform the 

protection process. It is frequently applied to products that 

are exposed to various external environmental factors, 

especially on the exterior. 

- Powder paints are used as paints brought to micron size. 

The production of micron paints is divided into a different 

branch from the paint industry. However, powder paints 

are often preferred in the industrial field. They are also 

demanded in the automobile industry, especially for 

exterior paints of automobiles. 

- Auto repair paints are generally made for renewal 

purposes. Auto repair paints are preferred for cars that 

have been damaged or have a paint problem. These paints 

can preferably be used for the entire car or locally. 

- WoodpPaints are generally classified as construction 

paints. Such paints are often used in building structures 

such as the wooden furniture and doors. In addition, 

wooden products are usually delivered to the location 

where the paint will be made. 

- Marine paints are used to paint watercraft. Marine paints 

have more durable properties, especially because of the 

excessive wear caused by sea water. 

- Coil paints are applied to flat metal products that are 

wrapped in bobbins after they are produced. 

 

The World Paint Industry 

 

When the world paint sector is analyzed, it is 

seen that industrial paints are consumed more than 

construction paints. However, the fact that industrial and 

construction paints are intertwined in many areas prevents 

a full distinction from being made. In addition to all these, 

industrial paints seem to have taken the largest share, as 

industrial paints are divided into various sub-sections. 

(Tuncgenc, 2015). Also, five of the world's top ten paint 

manufacturers are based in the United States (USA). Thus, 

it is possible to say that the USA has an important share in 

terms of production in the world paint industry. 

 

Turkish Paint Industry 

 

Actually, there is a lack of data due to the 

limited number of studies on the structure and size of 

Turkish paint industry. It is not possible to reach precise 

data about the real size of the paint industry in Turkey. On 

the other hand, in a study published in 2015, detailed data 

about the Turkish paint industry were presented by 

combining various sources (Tunçgenç, 2015). The 

mentioned data are presented below in Table 5. In Table 

5, quantities and values of the Turkish paint market 

segments are presented for the year of 2015. 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Table 5: Quantities and Values of the Turkish Paint 

Market Segments (Year 2015) 

 
Market 

Segment 

 

Quantity 

(1.000 

Tons) 

% Value 

(Million 

€) 

% 

Construction 

Paints 

500 62,0 650 45,8 

Wood Paints 100 12,4 150 10,6 

Powder Paints 52 6,4 150 10,6 

Vehicle Paints 34 4,2 105 7,4 

General 

Industrial 

Paints 

38 4,7 90 6,3 

Protective 

Paints 

25 3,1 70 4,9 

Auto Repair 

Paints 

15 1,9 68 4,8 

Coil Paints 18 2,2 50 3,5 

Marine Paints 15 1,9 65 4,6 

Other 10 1,2 22 1,5 

Total 807 100,0 1.420 100,0 

 

Source: Tunçgenç, M. (2015). Türk Boya Sanayisi. 

AkzoNobel Kemipol AŞ Yayını, İzmir. 

 

Paint Suppliers in Turkey 

 

It was determined that approximately 600 

companies were engaging in paint production in Turkey 

for the year of 2013. Also, 200.000 individuals were 

employed in these firms, while 20 of these corporations 

had been large-scaled. The rest of enterprises were mostly 

small-scaled companies with few employees. Information 

about the ten big paint companies producing in Turkey is 

provided below. As of 2013, the net sales of these 

companies were over 100 million TL (ISO, 2014). 

- AkzoNobel Boya 

- AkzoNobel Kemipol 

- Axalta Boya Sistemleri 

- BASF Boya 

- Betek Boya 

- DYO 

- Frimpeks 

- İBA Kimya 

- Jotun Boya 

- Kansai Altan Boya 

- Kayalar Kimya 

- Marshall Boya 

- Polisan Boya 

- PPG 

 

Construction Paints Consumption in Turkey 

 

The sector in which paint is used the most in 

Turkey is the construction industry. Especially in the last 

few years, after urban transformation implementations 

have gained momentum, paint consumption has a rapid 

increase. The continuous construction of new buildings 

due to urban transformation implementations in big cities 

increases the need for paint. In addition, paint 

consumption related to the renovation and repair of 

buildings is quite high. Furthermore, the arrival of several 

immigrants to Turkey and the increase in the need for 

housing higher the demand for paint at the same rate. 

Although the highest paint consumption in Turkish paint 

industry is in the construction industry, 85-90% of this 

consumption is used for building renovation and repair. 



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Paint Marketing and Factors Affecting the Consumers’ Paint Purchase Preference from the Viewpoint of Paint 

Industry Members in Turkey 

Page |78| Emerging Markets Journal 

However, paint consumption in new buildings constitutes 

10-15% of the share in construction paint (Bitlisli, 2014; 

Tunçgenç, 2015). 

  

 

V. Data and Methodology 

 

The aim of this research was to examine the 

consumers' preference of paint purchase from the 

viewpoint of individuals employed in the paint industry. 

The universe of the research consisted of personnel 

working in two different businesses operating in the paint 

sector. The total number of employees in the two 

enterprises was approximately 1.000. The sample 

calculation table of Yazıcıoğlu and Erdoğan (2004) was 

used to determine the required sample size. 

 

Table 6: Sample Sizes for = 0.05 

 

 
 

Source: Yazıcıoğlu, Y. ve Erdoğan, S. (2004). Spss 

uygulamalı bilimsel araştırma yöntemleri. Ankara: Detay 

Yayıncılık, 50. 

 

Based on the sample calculation table of 

Yazıcıoğlu and Erdoğan (2004), it was aimed to reach at 

least 278 individuals with a sampling error of 5%. In this 

context, the research questionnaire was distributed to 350 

individuals and 330 responses were received. Since 

missing questions were observed and detected in 4 of the 

returned questionnaires, the study was carried out with 

326 questionnaires. Thus, the final sample size of this 

study was 326. 

Questionnaire form was used as the data 

collection tool. In the questionnaire, there were 5 

questions about demographic characteristics, 17 questions 

about purchasing and usage behavior, and 29 questions 

about consumers' preferences for paint. The questions 

about purchasing and usage behaviors were gathered 

under 2 sub-titles and the 5-point Likert scale was 

preferred. The factors causing the need for paint consisted 

of 9 questions and the most frequently applied and most 

affected factors in the stage of collecting and evaluating 

information about paint before purchasing it consisted of 

8 questions. The questions regarding the preferences of 

consumers concerning the paint were gathered under 4 

sub-titles and again 5-point Likert scale was preferred. 

These sub-headings were considered as sub-dimensions of 

the scale. The scale was created by making use of Obuz's 

(2012) master's thesis. The validity and reliability tests of 

the scale was conducted by Obuz (2012). The results 

obtained regarding the reliability of the scale and factor 

analysis in this study are provided in Table 7 below. 

Table 7: Reliability of the Scale and Factor Analysis 

 
  Factor 

Loadings 

Cronbach’s 

Alpha 

Purchase 

Features 

Preference 

 

1. The paint 
being a 

known brand 

0,605 0,763 

2. The paint 
being 

purchased by 

order 

0,684 

3. Quality of 
paint 

0,725 

4. The paint 

being the 
product of a 

well-known 

company 

0,752 

5. The paint 
having a 

warranty 

period 

0,741 

6. The paint 

having an 

economical 
price 

0,731 

7. Ease of 

purchasing 
and payment 

of the paint 

0,765 

8. Sufficient 

after-sales 
delivery and 

service of the 

paint 

0,715 

9. Making 

market 

research 
before 

purchasing 

the paint 

0,681 

10. Paint 
having a 

quality 

certificate 

0,705 

Usage 

Features 

Preference 

 

 

 

1. The paint 

is suitable for 

its intended 
use 

0,654 0,805 

2. The paint 

being 

compatible 
with the room 

in which it 
will be used 

0,685 

3. The paint 

being a 

necessity 

0,684 

4. The paint 

being suitable 

for human 
taste 

0,756 

5. The paint 

being useful 

and durable 

0,715 

6. The paint 

being made 

of easy-to-
clean material 

0,763 



Volume 12 No 2 (2022)   |   ISSN 2158-8708 (online)   |   DOI 10.5195/emaj.2022.277  |   http://emaj.pitt.edu 

 

 

Ozan Altun, Cevdet Kızıl, Gülay Selvi Hanişoğlu, Nazar Demir 

Emerging Markets Journal | P a g e 7 9  

7. The paint 

being made 
of durable 

material 

0,685 

8. The paint 

bringing 
freshness to 

the room 

0,741 

 

Choice of 

Decoration 

Features 

1. The paint 
having a nice 

color 

0,684 0,796 

2. The paint 

being 
fashionable 

0,752 

3. The paint 

model 
(classic, 

modern) 

0,789 

4. The paint 

being suitable 
for the 

style/model 

of its location 
and other 

items 

0,753 

5. The paint 
matching the 

color of place 

and other 
items 

0,763 

User 

Expectations 

 

1. The paint 

being suitable 
for the status 

of consumer 

and family 

0,685 0,791 

2. The paint 
being a 

favorable and 

liked one 

0,687 

3. The paint 

being 

appropriate to 
the needs of 

family and 

members of 
the family 

0,691 

4. The paint 

suiting the 

tastes of 
family and 

members of 

the family 

0,742 

5. The paint 

bringing 

freshness and 
light to the 

room 

0,756 

6. The paint 
not disturbing 

the consumer 

and harming 
his/her 

comfort 

0,732 

 

Source: SPSS 16 Software Output 

 

When Cronbach's Alpha coefficients are 

examined, it is possible to say that the scale meets the 

reliability conditions. Because Cronbach's Alpha is 

expected to be at least 0,7. (Nunnally,1978). Data analysis 

of this research was run using the SPSS 16 package 

program. Descriptive statistics such as frequency, 

percentage, mean and standard error were presented for 

the analysis of data. In addition, t test and ANOVA test 

were applied to test the relationships among the variables. 

 

VI. Findings 

 

The findings obtained within the scope of this 

research are provided in tables presented below. 

 

Findings on Demographic Characteristics 

 

Table 8: Findings on Gender 

 

 Frequency % 

Female 122 37,4 

Male 204 62,6 

Total 326 100,0 

 

Source: SPSS 16 Software Output 

 

37,4% of the participants were female and 

62,6% were male. 

 

Table 9: Findings on Age 

 

 Frequency % 

20-29 61 18,7 

30-39 143 43,9 

40-49 102 31,3 

50 and above 20 6,1 

Total 326 100,0 

 

Source: SPSS 16 Software Output 

 

           18,7% of the participants were between the ages of 

20-29, 43,9% were between the ages of 30-39, 31,3% were 

between the ages of 40-49 and 6,1% were 50 and over.   

 

Table 10: Findings on Education Level 

 

 Frequency % 

Associate 

Degree 

144 44,2 

Bachelor 

Degree 

162 49,7 

Graduate 

Degree 

20 6,1 

Total 326 100,0 

 

Source: SPSS 16 Software Output 

 

44,2% of the participants had an associate 

degree, 49,7% had a bachelor degree and 6,1% had a 

graduate degree. 

 

Table 11: Findings on Marital Status 

 

 Frequency % 

Single 102 31,3 

Married 224 68,7 

Total 326 100,0 

 

Source: SPSS 16 Software Output 

 

31.3% of the respondents were single and 68,7% 

were married. 



Volume 12 No 2 (2022)   |   ISSN 2158-8708 (online)   |   DOI 10.5195/emaj.2022.277  |   http://emaj.pitt.edu 

 

 

Paint Marketing and Factors Affecting the Consumers’ Paint Purchase Preference from the Viewpoint of Paint 

Industry Members in Turkey 

Page |80| Emerging Markets Journal 

Table 12: Findings on Income Level 

 

 Frequency % 

Minimum 

wage-3.000TL 

123 37,7 

3.001TL-

5.000TL 

182 55,8 

5.001TL and 

above 

21 6,4 

Total 326 100,0 

Source: SPSS 16 Software Output 

 

37,7% of the participants had an income level up 

to the minimum wage of 3.000TL, 55.8% had an income 

level between 3.001TL-5.000TL and 6.4% had an income 

level of 5.001TL or more. 

 

Findings Regarding Purchasing and Usage Behaviors 

 

Table 13: Findings Regarding Purchasing and Usage 

Behaviors 

 
 

N
 

M
in

im
u

m
 

M
a

x
im

u
m

 

M
e
a

n
 

S
ta

n
d

a
r
d

 D
e
v
ia

ti
o

n
 

Factors affecting the need for paint 

1. Aging of existing 

wall paint 
326 1 5 3,50 ,934 

2. To be out of date   1 5 2,30 1,042 

3. Children's growth 326 1 5 2,36 ,991 

4. Expansion of space 326 1 5 2,99 1,064 

5. Marriage 326 1 5 3,75 1,026 

6. Family 326 1 5 2,07 1,156 

7. Income increase 326 1 5 2,50 1,013 

8. Advertisements  326 1 5 2,69 1,052 

9. Cleaning 326 1 5 3,74 1,042 

The most frequently used and most affected factors in the 

stage of collecting information and evaluating the paint 

before purchasing 

1. Previous 

knowledge and 

experience 

326 2 5 4,01 ,706 

2. Related catalogs 
and brochures 

326 1 5 3,31 1,109 

3. Advertisements 326 1 5 3,50 ,937 

4. Written and visual 

media 
326 1 5 3,44 1,056 

5.Friends/neighbors 326 1 5 2,94 ,975 

6. Family 326 1 5 3,31 ,927 

7. Internet  326 1 5 2,87 1,061 

8. Shop window 326 1 5 3,06 1,038 

 

Source: SPSS 16 Software Output 

 

When the opinions of participants about the 

consumers’ purchasing and usage behaviors were 

examined, it had been determined that the aging of 

existing wall paint, marriage and cleaning factors were the 

most important factors in the emergence of need for paint. 

However, the most important factor affecting the 

purchasing preference of consumers had been determined 

as previous knowledge and experience. 

 

Findings on Consumers' Preferences for Paint 

 

Table 14: Findings on Consumers' Preferences for 

Paint 

 
 

N
 

M
in

im
u

m
 

M
a

x
im

u
m

 

M
e
a

n
 

S
ta

n
d

a
r
d

 D
e
v
ia

ti
o

n
 

1. Preference for purchasing properties in paint 

1. The paint being a 

known brand 
326 1 5 3,34 ,721 

2. The paint being 
purchased by order 

326 1 5 3,35 ,587 

3. Quality of paint 326 1 5 3,34 ,734 

4. The paint being 

the product of a 
well-known 

company 

326 1 5 3,44 ,497 

5. The paint having a 

warranty period 
326 1 5 3,19 ,873 

6. The paint having 

an economical price 
326 1 5 3,33 ,471 

7. Ease of 

purchasing and 
payment of the paint 

326 1 5 3,33 ,571 

8. Sufficient after-

sales delivery and 
service of the paint 

326 1 5 3,06 ,991 

9. Making market 

research before 

purchasing the paint 

326 1 5 2,93 ,996 

10. Paint having a 

quality certificate 
326 1 5 3,23 ,823 

2. Preference for use properties in paint 

1. The paint is 
suitable for its 

intended use 

326 1 5 3,22 ,882 

2. The paint being 
compatible with the 

room in which it will 

be used 

326 1 5 3,28 ,881 

3. The paint being a 
necessity 

326 1 5 3,25 ,885 

4. The paint being 

suitable for human 
taste 

326 1 5 3,20 ,897 

5. The paint being 

useful and durable 
326 1 5 3,33 ,867 

6. The paint being 
made of easy-to-

clean material 

326 1 5 3,22 ,864 

7. The paint being 

made of durable 
material 

326 1 5 3,06 ,915 

8. The paint bringing 

freshness to the room 
326 1 5 3,19 ,821 

3. Preference for decoration properties in paint 

1. The paint having a 

nice color 
326 1 5 3,31 ,749 



Volume 12 No 2 (2022)   |   ISSN 2158-8708 (online)   |   DOI 10.5195/emaj.2022.277  |   http://emaj.pitt.edu 

 

 

Ozan Altun, Cevdet Kızıl, Gülay Selvi Hanişoğlu, Nazar Demir 

Emerging Markets Journal | P a g e 8 1  

2. The paint being 

fashionable 
326 1 5 3,23 ,787 

3. The paint model 
(classic, modern) 

326 1 5 3,20 ,778 

4. The paint being 

suitable for the 
style/model of its 

location and other 

items 

326 1 5 3,31 ,749 

5. The paint 
matching the color of 

place and other items 

326 1 5 3,45 ,860 

4. User expectations 

1. The paint being 
suitable for the status 

of consumer and 

family 

326 1 5 3,31 ,856 

2. The paint being a 

favorable and liked 

one 

326 1 5 3,24 ,896 

3. The paint being 
appropriate to the 

needs of family and 

members of the 
family 

326 1 5 3,18 ,813 

4. The paint suiting 

the tastes of family 
and members of the 

family 

326 1 5 3,31 ,796 

5. The paint bringing 
freshness and light to 

the room 

326 1 5 3,34 ,686 

6. The paint not 

disturbing the 

consumer and 

harming his/her 

comfort 

326 1 5 3,43 ,520 

 

Source: SPSS 16 Software Output 

 

When the factors affecting the paint preferences 

of consumers were examined, it was observed that the 

averages had been generally above 3. On the other hand, 

the average of "Making market research before purchasing 

the paint" was below 3. This showed that consumers did 

not frequently make market research before purchasing 

the paint. 

 

Table 15: t-test on Consumers' Preferences for Paint 

by Gender 

  Average t p 

Preference for 

purchasing 

properties in 

paint 

Female 3,17 

2,152 0,032 

Male 3,92 

Preference for 

use properties 

in paint 

 

Female 3,17 

1,123 0,262 

Male 3,24 

Preference for 

decoration 

properties in 

paint 

Female 3,23 

1,768 0,078 

Male 3,25 

User 

expectations 

Female 3,23 

1,917 0,056 

Male 3,34 

 

Source: SPSS 16 Software Output 

When the relationship between gender and 

consumers' paint preferences was examined, it had been 

observed that there was no significant difference among 

the preference for use properties in paint, decoration 

properties in paint, user expectations and gender (p>0.05), 

while there was a significant relationship between gender 

and preference for purchasing properties in paint (p<0). 

,05). Men's perception of purchasing preference in paint 

was found to be higher than that of women. Men gave 

more importance to purchasing properties (characteristics) 

in their paint preferences than women based on the 

research. 

 

Table 16: ANOVA Test on Consumers' Preferences 

for Paint by Age 

 

  Average F p 

Preference for 

purchasing 

properties in 

paint 

20-29 
2,90 

4,660 0,000 

30-39 
3,23 

40-49 
3,39 

50 

and 

above 

3,73 

Preference for 

use properties 

in paint 

20-29 
2,94 

5,432 0,000 

30-39 
3,18 

40-49 
3,33 

50 

and 

above 

3,70 

Preference for 

decoration 

properties in 

paint 

20-29 
3,00 

4,840 0,000 

30-39 
3,28 

40-49 
3,43 

50 

and 

above 

3,62 

User 

expectations 

20-29 
3,00 

5,344 0,000 

30-39 
3,28 

40-49 
3,42 

50 

and 

above 

3,75 

 

Source: SPSS 16 Software Output 

 

When the relationship between age and 

consumers' paint preferences was examined, it is found 

that there had been a significant difference between 

preference for use properties in paint, preference for 

decoration properties in paint and user expectations 

(p<0.05). According to the Tukey test result, which is one 

of the Post Hoc tests, the perceptions of 50 and older 

individuals’ preference for purchasing properties in paint, 



Volume 12 No 2 (2022)   |   ISSN 2158-8708 (online)   |   DOI 10.5195/emaj.2022.277  |   http://emaj.pitt.edu 

 

 

Paint Marketing and Factors Affecting the Consumers’ Paint Purchase Preference from the Viewpoint of Paint 

Industry Members in Turkey 

Page |82| Emerging Markets Journal 

preference for use properties in paint, preference for 

decoration properties in paint and user expectations 

perceptions were higher than those of younger individuals. 

This shows that older people considered more factors in 

their paint preferences. 

 

Table 17: ANOVA Test on Consumers' Preferences 

for Paint by Education Level 

 

  Average F p 

Preference for 

purchasing 

properties in 

paint 

Associate 
Degree 3,02 

1,521 0,190 
Bachelor 

Degree 3,12 

Graduate 

Degree 2,95 

Preference for 

use properties 

in paint 

Associate 

Degree 3,23 

1,746 0,176 
Bachelor 

Degree 3,24 

Graduate 
Degree 2,98 

Preference for 

decoration 

properties in 

paint 

Associate 
Degree 3,27 

1,432 0,221 
Bachelor 

Degree 3,36 

Graduate 

Degree 3,13 

User 

expectations 

Associate 

Degree 3,30 

1,308 0,292 
Bachelor 

Degree 3,35 

Graduate 
Degree 3,04 

 

Source: SPSS 16 Software Output 

 

When the relationship between education level 

and consumers' preferences for paint was examined, it had 

been detected that there was no significant difference 

between the preference for purchasing properties 

(features) in paint, preference for use properties in paint, 

preference for decoration properties in paint, and user 

expectations based on the education level (p>0.05). In 

other words, educational status of individuals was not an 

effective factor on paint preferences. 

 

 

 

 

 

 

 

 

 

 

 

 

Table 18: t-test on Consumers' Preferences for Paint 

by Marital Status 

 

  Average t p 

Preference 

for 

purchasing 

properties in 

paint 

Single 
2,89 

8,085 0,000 
Married 

3,31 

Preference 

for use 

properties in 

paint 

Single 
2,93 

6,399 0,000 
Married 

3,35 

Preference 

for 

decoration 

properties in 

paint 

Single 
2,98 

7,979 0,000 Married 
3,45 

User 

expectations 

Single 
2,97 

6,031 0,000 
Married 

3,45 

 

Source: SPSS 16 Software Output 
 

When the relationship between marital status 

and consumers' paint preferences was examined, it had 

been observed that there was a significant difference in 

preference for purchasing properties in paint, preference 

of use properties in paint, preference for decoration 

properties in paint and user expectations according to 

marital status (p<0.05). Married individuals' preference 

for purchasing properties in paint, preference for use 

properties in paint, preference for decoration properties in 

paint, and user expectations perceptions were higher than 

those of single individuals. Married individuals 

considered more factors in their paint preferences than 

single individuals. 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 



Volume 12 No 2 (2022)   |   ISSN 2158-8708 (online)   |   DOI 10.5195/emaj.2022.277  |   http://emaj.pitt.edu 

 

 

Ozan Altun, Cevdet Kızıl, Gülay Selvi Hanişoğlu, Nazar Demir 

Emerging Markets Journal | P a g e 8 3  

Table 19: ANOVA Test on Consumers' Preferences 

for Paint by Income Level 

 

  Average F p 

Preference 

for 

purchasing 

properties 

in paint 

minimum 

wage-

3.000TL 

3,16 

6,129 0,000 
3.001TL-

5.000TL 3,25 

5.001TL 

and 

above 

3,70 

Preference 

for use 

properties 

in paint 

minimum 

wage-

3.000TL 

3,14 

6,231 0,000 
3.001TL-

5.000TL 
3,23 

5.001TL 

and 

above 

3,62 

Preference 

for 

decoration 

properties 

in paint 

minimum 

wage-

3.000TL 

3,24 

7,598 0,000 
3.001TL-

5.000TL 
3,29 

5.001TL 

and 

above 

3,72 

User 

expectations 

minimum 

wage-

3.000TL 

3,22 

5,631 0,000 
3.001TL-

5.000TL 
3,31 

5.001TL 

and 

above 

3,71 

 

Source: SPSS 16 Software Output 

 

When the relationship between income level 

(status) and consumers' paint preferences was examined, 

it had been found that there was a significant difference in 

preference for purchasing properties in paint, preference 

for use properties in paint, preference for decoration 

properties in paint and user expectations according to 

income level (status) (p<0.05). According to the results of 

Tukey test, one of the Post Hoc tests, individuals with an 

income of 5.001TL or more had higher perceptions of 

purchasing properties in paint, use properties in paint, 

decoration properties in paint, and user expectations 

compared to other individuals. This showed that, 

individuals with a higher income considered more factors 

in their paint preferences. 

 

VII. Conclusion and Recommendations 

 

With the development of technologies and 

globalization, there are more businesses and product types 

in the market. This situation both obliges businesses to 

develop their marketing strategies and affects the 

purchasing behavior of consumers. The fact that there are 

many products in the market that will meet the same need 

makes it necessary for consumers to make choices. 

Consumers consider many factors in their purchasing 

preferences. It is important to determine the factors that 

affect the purchasing preferences of consumers and to 

develop marketing strategies based on these factors. In this 

research, the purchasing preferences of consumers in the 

Turkish paint industry were examined for the year of 2017. 

Based on research findings, 37,4% of the 

respondents were female and 62,6% were male. 18,7% of 

the participants were between the ages of 20-29, 43,9% 

were between the ages of 30-39, 31,3% were between the 

ages of 40-49 and 6,1% were 50 and over. 44,2% of the 

participants had an associate degree, 49,7% had an 

undergraduate degree and 6,1% had a graduate degree. 

31,3% of the respondents were single and 68,7% were 

married. 37,7% of the participants had an income up to the 

minimum wage of 3.000TL, 55,8% between 3.001TL-

5.000TL and 6,4% had an income of 5.001TL or more. 

When the opinions of the participants about the 

purchasing and usage behaviors of the consumers were 

examined, it was determined that the aging of existing wall 

paint, marriage and cleaning factors were the most 

important factors in the emergence of the need for paint. 

However, the most important factor affecting the 

purchasing choice of consumers was determined as 

previous knowledge and experience. It was also 

determined that consumers do not frequently conduct 

market research before choosing the paint. 

Examining the relationship between gender and 

consumers' paint preferences, it was observed that there 

had been no significant difference among the preference 

for use properties in paint, decoration properties in paint, 

user expectations and gender (p>0.05), while there had 

been a significant relationship between gender and 

preference for purchasing properties in paint (p<0). ,05). 

Men's perception of purchasing preference in paint was 

found to be higher than that of women. Men were giving 

more importance to purchasing properties (characteristics) 

in their paint preferences than women based on the 

research. 

Investigating the relationship between age and 

consumers' paint preferences, it was found that there had 

been a significant difference between preference for use 

properties in paint, preference for decoration properties in 

paint and user expectations (p<0.05). According to the 

Tukey test result, which is one of the Post Hoc tests, the 

perceptions of 50 and older individuals’ preference for 

purchasing properties in paint, preference for use 

properties in paint, preference for decoration properties in 

paint and user expectations perceptions had been higher 

than those of younger individuals. This showed that older 

people considered more factors in their paint preferences. 

Analyzing the relationship between education 

level and consumers' preferences for paint, it was found 

that there been no significant difference between the 

preference for purchasing properties (features) in paint, 

preference for use properties in paint, preference for 

decoration properties in paint, and user expectations based 

on the education level (p>0.05). In other words, 

educational status of individuals had not been an effective 

factor on paint preferences. 

Monitoring the relationship between marital 

status and consumers' paint preferences, it was observed 

that there had been a significant difference in preference 

for purchasing properties in paint, preference of use 

properties in paint, preference for decoration properties in 

paint and user expectations according to marital status 

(p<0.05). Married individuals' preference for purchasing 

properties in paint, preference for use properties in paint, 



Volume 12 No 2 (2022)   |   ISSN 2158-8708 (online)   |   DOI 10.5195/emaj.2022.277  |   http://emaj.pitt.edu 

 

 

Paint Marketing and Factors Affecting the Consumers’ Paint Purchase Preference from the Viewpoint of Paint 

Industry Members in Turkey 

Page |84| Emerging Markets Journal 

preference for decoration properties in paint, and user 

expectations perceptions had been higher than those of 

single individuals. Married individuals were considering 

more factors in their paint preferences than single 

individuals. 

Concentrating on the relationship between 

income level (status) and consumers' paint preferences, it 

was found that there had been a significant difference in 

preference for purchasing properties in paint, preference 

for use properties in paint, preference for decoration 

properties in paint and user expectations according to 

income level (status) (p<0.05). According to the results of 

Tukey test, one of the Post Hoc tests, individuals with an 

income of 5.001TL or more had higher perceptions of 

purchasing properties in paint, use properties in paint, 

decoration properties in paint, and user expectations 

compared to other individuals. This showed that, 

individuals with a higher income were considering more 

factors in their paint preferences. 

The research presented critical findings. It had 

been determined that many factors were effective in the 

paint preferences of older, married and high income 

individuals. On the other hand; young, single and low-

income individuals were considering less factors in their 

paint preferences. In addition, it was found that men were 

considering features such as the price and quality more 

than women in their purchasing preferences. 

Finally, this study provides some 

recommendations for future studies. Paint advertisements 

can be prepared by concentrating on the factors mentioned 

in research that are effective in paint preferences of 

consumers. Also, businesses can prioritize cleanliness and 

innovation in their paint marketing strategies. This 

research was run only on paint industry employees. In 

future studies, comparisons can be made by running the 

research on paint consumers. Plus, only the questionnaire 

methodology (technique) was utilized in this study. Future 

studies can take advantage of both the quantitative and 

qualitative methods (techniques).  

 

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