... painter influence, though not openly confessed, emerged high owing to experience, final product-user status and the ignorance of consumers with respect to purchase-linked painter schemes. * Quite a few dealers are active and bank on the product quality or seek self-satisfaction through monetary rewards (margins/schemes) or ego-boost (pride of association) while favouring a brand. Acceptance of a new brand is influenced by marketing efforts and advertisements, benefits through margins or schemes or plain business rationale. * Painters have a high bearing on the consumer choice and their brand favor is largely motivated by the schemes and commission offered - the product quality of course, should be praiseworthy to rule out unpleasant experiences on offering brand advice. * The low spends on marketing communication have resulted in extremely low brand recall and product association wherein Asian Paints clearly led the lot. No clear differentiation for various attributes exists in the minds of the ...

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