Do-it-yourselfers indicate they are notably more satisfied with interior paint brands in 2011 compared with 2010, according to the J.D. Power and Associates 2011 U.S. Interior Paint Satisfaction Study. Benjamin Moore ranks highest in customer satisfaction with interior paint with a score of 791 and performs particularly well in three of the six factors: application, product offerings and design guides.
Following Benjamin Moore in the rankings are Porter (789) and Sherwin-Williams (778). The industry average is 770.
Warranties, Product Offerings Drive Satisfaction Increase
J.D. Power analysis shows that overall satisfaction with interior paint brands has increased considerably to an average of 770 on a 1,000 point scale in 2011 from 754 in 2010. Satisfaction has increased in five of the six factors included in the study, all except design guides. The most notable improvements have occurred in the warranty, product offerings, application, and durability factors.
“The highest-performing brands in the study also benefit from the highest levels of customer loyalty,” said Christina Cooley, senior manager of the real estate and construction industries practice at J.D. Power and Associates. “Among customers of some of these brands, the proportion who say they definitely will purchase the brand of paint again averages as high as 50%, which is considerably greater than the industry average of 36%.”
Past Experience Biggest Influence
The study finds that a majority of customers, 54%, rely primarily on their past experience with paint brands when shopping for interior paint. More than one-fourth (26%) say they rely on recommendations from store salespersons, family and friends or a contractor or designer professional. An additional 10% of customers consider paint brands primarily based on the in-store product displays.
- A majority of customers in 2011 indicate they applied the paint themselves (82%). However, 45% more customers in 2011 say they hired a painter or handyman to apply the paint for them (16%), compared with 2010 (11%).
- More than one-half of paint customers (53%) say they do not apply primer to their walls prior to applying the first coat of paint. However, the percentage of customers who purchase paint that includes primer has increased 42%, from 12% in 2010 to 17% in 2011.
- 48% of customers say they painted a bedroom; 37% say they painted a living room and 33% painted a bathroom.
Amex: Bathroom Makeovers Top the List for Room Redos
Planned indoor renovations for 2011 outrank planned outdoor remodeling projects 55% to 29%, respectively, according to March 2011 data from American Express. Cosmetic work, such as painting, and redoing rooms were the most popular indoor projects, with bathrooms holding on to the top spot again this year for the most popular room remodel.
About the Data: The 2011 U.S. Interior Paint Satisfaction Study is based on responses from more than 8,900 customers who purchased and applied interior paint within the previous 12 months. The study, published by J.D. Power and Associates, was fielded between March and April 2011 and is the source of the enclosed chart.