jonathandailey.weebly.com · Web viewThe 2012 NSAC has chosen students to construct a campaign...

Advertising and inspiring the Glidden paint brand through current Wal-Mart décor shoppers__________________________________________

NSAC National Student Advertising Competition

John Dailey • Mia Johnson • Calvin Jirschele • Bethanie Vosters

December 14, 2012

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Glidden paint 2012 Research Report

Table of Contents

Executive Summary………………………………………………………………………………2

Introduction……………………………………………………………………………………….5

Background……………………………………………………………………………………….8

MethodologyFocus Group……………………………………………………………………………...17Wal-Mart and Online Surveys…………………………………………………………...20Painting Professionals……………………………………………………………………22Wal-Mart Store…………………………………………………………………………..23

Results

Focus Group……………………………………………………………………………...26Wal-Mart and Online Surveys…………………………………………………………...30Painting Professionals……………………………………………………………………41Wal-Mart Store…………………………………………………………………………..42

Discussion and Recommendations………………………………………………………………44

Works Cited……………………………………………………………………………………...47

AppendixFocus Group Questions………………………………………………………………….50Wal-Mart Survey Questions……………………………………………………………..51Online Survey Questions………………………………………………………………...55Painting Professional Questions…………………………………………………………58Wal-Mart Store Questions……………………………………………………………….59All Wal-Mart Survey Results……………………………………………………………60All Online Survey Results……………………………………………………………….64

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Executive Summary

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Executive Summary

The 2012 NSAC has chosen students to construct a campaign specifically for Wal-Mart stores to promote the sales of Glidden paint. Wal-Mart is one of the most prominent names in retail, while Glidden paint contributes a rich history of excellence in the paint market. Through both primary and secondary research methods our research provides information for the advertising campaign this following semester. Consumer demographics, purchasing habits, along with wants and needs, are all used to understand the potential market. Research on these topics is vital to the structure of effective advertising.

By forming our focus groups we searched for deeper knowledge in the needs of paint shoppers and in the surveys we looked for more reasons people purchase paint and brand loyalty. We examined responses from painting professionals in order to compare results from nonprofessionals to see if these varied in any manner. The objective for getting into the Wal-Mart store was to pass out intercept surveys to the Wal-Mart shoppers.

From the focus groups we found being able to match color, not having to apply many layers, customer service, quality, cost, and odor free are important to many shoppers along with word of mouth recommendations, however brand is not a concern. They believe adding jingles, and celebrities to a commercial will get people to buy the paint, and they would like to see design ideas incorporated. People shop at Wal-Mart because it has almost everything. People design and redecorate bedrooms, kitchens, and living rooms most often.

Wal-Mart is a store appreciated for its ability to provide the consumer with a one-stop-shop experience with consumer goods that are competitively priced. Often times, the ability to provide a specialist in each department can be difficult for management. Specialty stores such as The Home Depot and Menards pride themselves in the ability to provide customer service in ways that are more difficult for such large retailers like Wal-Mart. While our team recognizes the fact Wal-Mart does not design its work system in a manner that provides expert knowledge on paint, the overall shopping experience the consumer feels within Wal-Mart should be improved.

While people are familiar with the Wal-Mart name, they are not aware Wal-Mart is a supplier of paint. Also through our research, we have also concluded even when consumers are aware Wal-Mart is a supplier of paint they still are not purchasing it from them. These findings are supported through intercept surveys that were administered by our group members at the Oshkosh Wal-Mart and through the surveys that we administered online. Within these surveys, we found an overwhelming amount of people were more likely to buy paint at Menards rather than they were from Wal-Mart. Cost and quality are important when purchasing paint, and most shoppers buy paint for personal use. Just fewer than 64 percent of people have purchased home paint in their lives; we got results from all different types of age groups, and different places of living. From the surveys we again realized the most popular purchases for paint were for bedrooms, kitchens, and living rooms.

Segmentation of surveyed individuals in our research process helps recognize important marketing. Through our surveys we concluded, well over half of the people who answered admitted that television is the most predominant form of media that influences their purchasing habits. On the other hand, over half of the surveyed participants said they have not seen a Glidden advertisement.

Painting professional’s want the paint to cover areas without having to apply multiple layers, they focus on customer service, and color range along with having more value for less of

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an expense. With these facts known we can conclude that whether for a professional or a personal painter, they pursue the same results.

Compiled within our completed research project there is also reports based off secondary research. Previous knowledge of the paint industry, consumer behavior, and advertising techniques, has allowed our team to apply our findings in to our own campaign. Using secondary research, we are able to strengthen our claims and overall strategy of the advertising project.

In the highly competitive and complex world of advertising, research can be difficult to structure. By focusing on the core principles of what is needed in order to form an effective campaign, our team was able to complete a semester’s worth of quality research. This research allows for the validation of our claims supporting the Glidden paint brand specifically for Wal-Mart stores. The research that has been completed eagerly awaits the application process within the advertising campaign ahead.

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Introduction

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Introduction

The National Student Advertising Competition, (NSAC) is an annually occurring event

that produces innovative advertising campaigns from campuses across the United States.

Through the creative minds and a scholarly level of academic research, NSAC has established

itself as a premier advertising event. The 2012-2013 competition consists of forming a campaign

for Glidden paint in Wal-Mart stores.

Commonly known as a one-stop-shop for a wide-range of consumer goods, Wal-Mart

tends to be overlooked as a paint retailer. The challenge is to bring Wal-Mart costumers into the

paint department instead of going to big name paint stores. Wal-Mart is an internationally

known company and Glidden paint is a widely known brand. However, a majority of people do

not recognize the connection between the two. Our task is to gather the research needed for

NSAC students next semester. Using our research, they will concentrate on forming a

relationship between Wal-Mart and Glidden paint through an advertising campaign. From this,

we must form recognition of Wal-Mart being a quality retailer of Glidden paint. Strengthening

the relationship with paint consumers and combining our research with do-it-yourself (DIY)

customer’s knowledge will get us a background on our target audience.

Before establishing the campaign, extensive research on the paint needs of customers

must be completed. We have to understand the current paint market and their needs then begin

the construction of the advertising campaign. Through both primary and secondary research, we

plan to utilize our findings to better position the Glidden paint brand in order to increase sales

within Wal-Mart stores. To create a campaign that builds awareness and influences consumers in

a positive way towards Glidden paint in Wal-Mart stores we need an investigation on shopping

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habits. Through our gathered research, we believe the NSAC team can create an advertising

campaign to inspire the Glidden paint brand through current Wal-Mart décor shoppers.

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Background

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Background

Secondary Research

History

Glidden is a paint brand that is continuously looking for ways to improve. The brand

currently aims its goals towards consumer needs and reaches out in the community. The paint is

sold throughout home improvement stores and has been faced with many difficulties to

overcome throughout its lifetime.

The brand has a history of excellence in the painting industry. However, the company

has not always had the widespread success it is enjoying now. Glidden went through a period of

time that almost destroyed the company.

In 1875 Francis Harrington Glidden, along with Levi Brackett and Thomas Bolles, started

a small varnish-making business in a one-story building in Ohio (Glidden Coatings & Resins

Div., 2012). Glidden produced 1,000 gallons of varnish each week in two 150-gallon barrels and

made deliveries using a horse and wagon (The Glidden Company History, 1994). The company

sold everything from margarine and soybean products to paint, and it played a large role in

Cleveland’s industrial boom (Shurtleff & Aoyagi). Early in Glidden’s history, it focused mainly

on industrial finishes. In 1895 that changed when the company introduced Jap-A-Lac, a color

varnish for the consumer market (The Glidden Company History, 1994). Jap-A-Lac became one

of the most successful varnish brands on the market and Glidden established a $60,000

advertising budget for it, which was a large amount during that time period (The Glidden

Company History, 1994).

In 1947 Glidden had its first major break-through with Spread Satin (Ackerman, 2010),

the first ever latex-based paint, which completely revolutionized the consumer paint industry.

By 1984 Glidden had grown into the third largest paint company in the nation, a big

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accomplishment considering paint and coatings was a $9 billion industry at the time (Ackerman,

2010).

In 1986 the company plummeted into a downward economic spiral and lost almost all

relevance with consumers due to a lack of investment (Ackerman, 2010). The 350 company-

owned outlet stores were re-named ICI, which was the company’s UK-based parent company.

From 2003 to 2008 Glidden’s market share eroded by 40 percent (Ackerman, 2010).

In 2008 Glidden was acquired by AkzoNobel, the largest paint and coatings company in

the world (Glidden Coatings & Resins Div., 2012). AkzoNobel took over Glidden and re-

invented the brand bringing it back to its former glory. AkzoNobel, known for focusing on what

the end-user wants in a product, used various qualitative research methods such as focus groups,

to help ensure no details were missed during the re-invention process of Glidden (Ackerman,

2010).

Consumers Needs

After acquiring a thorough understanding of the DIY populations wants, needs, and

requirements, AkzoNobel starting rebuilding these basic areas of the brand: product quality

improvement, simplifying color choices, enhancing the in-store experience, and a redesign of

product packaging (Ackerman, 2010). The re-invention of the Glidden brand saw almost instant

success. A 2009 survey conducted by Morgan Stanley consisted of 2,750 DIY consumers, these

results showed approximately 8 percent of those surveyed were already aware Glidden had

begun re-creating the brand (Ackerman, 2010).

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Marketing Glidden

Glidden’s marketing strategy has evolved, and its challenge is marketing a product that

requires dedication to consumer perception (Stasiowski, 2010). Glidden has stayed on the cutting

edge of marketing styles in its endless pursuit of increasing product awareness and market share.

Glidden’s ability to bring paint to life on an individual color basis is impressive. With

different segments within the paint brand, Glidden maintains the marketing strategy of catering

to each and every painter while distributing more than 800 separate colors (Morton, 2003). The

paints are separated into categories such as The Bright and Lively Collection, Relaxed and Cozy,

Classic and Neutral, and Neutral and Comforting, and Glidden remains focused on color

satisfaction (Morton, 2003). Providing a vast amount of choices complimented with directly

segmented categories to consumers, Glidden continues to be a big player in the paint industry.

The names of the different paints Glidden produces are specifically chosen to maximize

consumer emotion. The paint names: Warm Caramel, Sunbaked Orange, Antique White, Terra

Cotta Rose, Buttered Sweet Corn, Cranberry Zing, and Cinnamon Stick, make it easy for a

painter to create a specific theme for any room (Lamphere, 2009). Glidden’s ability to customize

colors on a micro-level empowers the DIY consumer to be immersed within a world of choices.

Consumers are focused on making their homes unique to their personal taste and Glidden does

everything for these wants and needs.

Glidden Distributers

While wants and needs are important it is also important to remember it is a well-known

fact the American economy is at a low point. The housing market is only gradually climbing in

sales, therefore paint sales are still at a slow-moving rate, which in turn makes moving forward

in the painting industry difficult for any company. Pushing paint sales is not an easy task, but

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Glidden is sold in largely known stores and can be promoted through these big businesses. Paint

has evolved from its basic and original form to something more specific and complex. Glidden

has advanced over a long period to become a successful paint supplier and is currently working

on making its paint products more well-known within Wal-Mart stores. However, beyond Wal-

Mart, Glidden can be bought in other home improvement stores across the nation.

Glidden is sold mainly at two stores: The Home Depot and Wal-Mart. Both stores sell

Glidden primers, porch and floor paint, and ceiling paint. The Home Depot carries Glidden

Premium Collection Interior/Exterior House, DUO Paint + Primer, Trim & Door, Performance

Edge 3 IN 1 Fill + Prime + Paint, and Stucco & Masonry, specialty house paint. At Wal-Mart,

Glidden sells the Brilliance Collection 2 IN 1 Paint + Primer and Garage Floor Paint, specialty

house paint. Although both stores are well-known, The Home Depot has an advantage selling

paint because it is known specifically as a home improvement store and is trusted by consumers

doing home improvement projects.

Compared to a small business that deals primarily with paint, Wal-Mart may lack the

personal depth and customer service some independent painters need (Ray, 2012). Paint sales

vary depending on the time of year, customer service offered, the housing market, and location

of the store. In addition, having a variety of colors and types of paint within the brand draws

more people to a particular store. Not all products are sold in every store, therefore someone

using Glidden paint may have to go to different stores. For example someone that likes the

products in the Premium Collection but also wants to use the Brilliance Collection have to go to

both Wal-Mart and The Home Depot.

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Brand Loyalty

Although some people stay with certain brands, occasionally people change their

purchasing habits and try something new. When someone has a good experience with paint that

person will realize the importance of staying with the brand, however, a bad experience will

show opposite effects. This is how brand loyalty is broken or how it is obtained. Customers

without brand loyalty have to shop and search for what works for them.

A paint comparison done with Martha Stewart and Glidden paint (both brands sold at The

Home Depot) said, “Martha Stewart Living isn’t nearly as good as Glidden” (Fauth, 2010). The

review was done by a man who always bought paint at The Home Depot, however, one day the

brand of paint he had been loyal to, was no longer sold. He then made the choice to try out these

two brands in hopes he would enjoy one based on the quality and price. While both brands are in

the same price range, Glidden showed smoother brush strokes with less paint. These results

made the decision simple for his future painting projects.

Public Relations

Brand loyalty can be obtained if a product is sold and the customer is satisfied, this

comes and goes easily. However, public relations are something that allows needs to be

connected with the customer. A strong community relations program can play a key role in how

a company creates and maintains its relationship with the general public. Research on strong

community relations states public relations are the people, not paper (Armistead, 2002). A

company has to do more than just send out news releases on what it has going on, it has to get

involved in the community to build lasting bonds with the public and Glidden does just that. It

created specific programs which strengthened its relationships with the public and is structuring

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its own type of Glidden paint customer community. Glidden can use public relations to become

more prevalent in the community and therefore become more recognizable.

Glidden created a “Colorful Classroom Makeover Contest” and searched nationwide for

an elementary school in need of a makeover. Glidden donated more than 200 gallons of paint,

labor, and helped put on community celebrations to the winning elementary school.

Glidden has a section of its website where photos of personal painting projects are put

into a mosaic. The photos allow Glidden to form a community online by taking customers and

combining their painting experiences. It makes customers feel as if Glidden paint is not only a

brand, but also a type of family. Mycolortopia.com is an online community of bloggers that

share their painting ideas, creations, and advice for anyone to read. It is open to the public to

submit their own blogs to help inspire others.

“Glidden Gets You Going”

In recognition of the brand’s marketing efforts, Glidden was awarded the highest of

honors for the “Glidden Gets You Going” campaign at the 2010 Effie Awards, a highly

competitive category (Stasiowski, 2010). Merit is based on the American Marketing Association

guidelines; these guidelines establish the most effective advertising campaigns annually within

the United States (Stasiowski, 2010).

The campaign was to stress the ability “anyone can paint and love the results” (Glidden

Paints Launches New Integrated, 2011). Additionally, to inspire the nation to become DIY,

AkzoNobel used this multi-level advertising campaign process and kicked it off with a free one-

quart giveaway of Glidden’s new 282 colors (Glidden Paints Launches, 2011).

YouTube has become a huge video media source and the website gets more than four

billion views per day (Steinberg, 2012). The campaign developed flash mobs that were

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performed in public places and streamed online. During these routines there were Glidden paint

cans and signs around the performers. This is a unique and fun way to draw attention to the

brand. Glidden uses other forms of social media to create brand awareness. Consumers can

compete in a competition and post a picture to the company’s homepage in hopes of having a

“Gliddenized” photo displayed on the American Eagle Jumbotron in Times Square (Glidden

Paints Launches New Integrated, 2011). With new consumer-involved campaigning, Glidden is

becoming the paint brand people are able to relate to in their daily lives. The CEO of DDB New

York focuses on the way in which Glidden is able to “capture and celebrate those personal

moments of pride when a painter sees the job finally done” (Glidden Paints Launches New

Integrated, 2011).

Glidden Community

Glidden hopes to branch off into a “wide range of marketing channels and collateral”

including social media, point-of-sale, and direct marketing to consumers (Developing a new

media, 2012). Glidden is repositioning itself as “The Can Do Paint” which is able to complete

the job at hand no matter the environment (Developing a new media, 2012).

Glidden paint made a meaningful gesture to the public during the height of a housing

crisis. For one week it allowed consumers to get a free quart of paint delivered to their doorstep

to experience the paint first hand. This plays on the brand’s belief “everybody should have the

opportunity to live in color” (American Advertising Federation, 2012 p. 8). This showed

consumers Glidden cared about the people in the community, not just the profit it could bring in.

These all demonstrate the ways Glidden created a strong bond between the brand and its

consumer community. The programs allow the public to directly get involved and make them

feel appreciated by Glidden. Consumers are acknowledged and heard with Glidden’s

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community relations program. However, a community relation is only one piece of the puzzle

for the Glidden paint brand.

Summary

Glidden has remained a powerhouse in the paint industry. Glidden has sold paint over a

long period of time and has created personal paints for the individual needs of customers. What

Glidden lacks is the face-to-face encounter between employees and customers in large stores. It

needs to be recognized and compared to other brands to show its paint has a better quality for

less money. With new ideas and innovative marketing campaigning, Glidden remains focused

on reaching out to its consumers. As marketing strategies become more and more complex, this

125-year old brand has stayed in-step with the market. AkzoNobel has maintained Glidden as a

true supplier of consumer happiness by focusing on the consistent improvement of brand

perception. A strong, effective brand involves a combination of advertising, marketing, and

positive public relations.

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Methodology

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Methodology

Primary Research

Focus Groups

Objective

The objective of the focus groups was to gain further insight into the needs of shoppers.

We needed to know how people shop, what we can do to draw them into the paint department,

and ask them general questions about paint to understand their experiences. We conducted two

focus groups to understand these objectives and the groups consisted of various ages and

different lifestyles.

Subjects

The first group was college aged, independent people who live on their own and rent.

The second group was people with children and larger families that own their own homes. Both

groups were adults with shopping experiences but completely different routines. Choosing

individuals to participate in the focus group was both easy and difficult. It was easy in the sense

the groups did not need to be that specific. We preferred if they had a history with painting but

we were more interested in Wal-Mart shoppers. However, it was difficult because not a lot of

people want to take an hour out of their day to answer questions. We had already handed out

surveys at Wal-Mart the Saturday prior to the focus group, and we had hoped to get a few people

that would be willing to help us out from that, but no one did. Therefore the groups were all

people we had to individually recruit. We asked friends and family to join in our research,

reminding them there would be pizza and soda provided. However, students work and have

school during the week and families have time constraints, so we did not get as many people as

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we would have hoped. But even with the lower number of participants, conversations were

carried easily throughout the focus groups.

Moderators

In order to conduct the focus groups we had to pick someone to be a moderator. For the

groups we decided on two moderators, one guy and one girl, so there would not be as much

intimidation for the people we were questioning. The two group members picked both acted

professional and did not sway their opinions when they asked the questions to the participants.

Questionnaire

The questions were similar for both groups; however, varied slightly to fit the needs and

desires of each group. For college aged renters we wanted to know about projects they have

done and their opinion on paint shopping. For the family focus group we wanted to know why

they shop at Wal-Mart and involvements with their painting purchases.

Some questions aimed toward the college students were:

What stores do you shop at for painting projects and why?

What factors play a role in which brand of paint you purchase?

What could a specific brand of paint do in order to build brand loyalty in your opinions?

How big of a factor is WOM advertising when it comes to the paint you purchase?

Some questions for the families were:

What brings you to Wal-Mart?

For what reason were you painting?

Have you had a bad experience with paint?

What could Wal-Mart do to increase awareness of in the paint department?

The complete list of questions for both focus groups can be found in the appendix.

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Date and Location

We picked Wednesday, Nov. 14 to conduct our focus groups and met in Sage Hall, rooms

3208 and 3210, which is a room specially designed for focus groups that the Journalism

department has access to. We were able to have the moderators and the focus group members in

one room and the other two group members were taking notes of the responses in the next room.

We had the college group come at 5:30 p.m., giving us time to practice and prepare for asking

questions from 5 p.m. to 5:30 p.m. We also had time to get pizza for the group to thank them for

taking the time to answer the questions. The family group came at 7 p.m. giving us a half hour

to clean up from the first group and to go get more pizza for the second group.

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Surveys

Objective

Creating surveys for Glidden paint and Wal-Mart was a complicated process. We already

knew our target goal was the young renting DIYer, Wal-Mart painters, and Wal-Mart home but

not paint shoppers. We created two similar surveys to further understand the Wal-Mart shopper

and ask for explanations for purchasing paint along with brand loyalty. In both surveys

individuals did not need to know much about paint to answer the questions. The questions were

multiple choice, and true or false, and included a few open-ended questions to allow people to

elaborate on their answers. The surveys would give us insight into consumers brand awareness

and what causes people to purchase paint.

Subjects

In order to develop an advertisement for the NSAC competition we needed more

specifics on paint shoppers. The surveys were only distributed to adults because people under

18-years-old would not fit the target market. We did not know specifically how to find paint

shoppers but we knew we could find opinions and the answers we needed by distributing a

survey online. The other survey we knew we had to go to Wal-Mart because anyone that

shopped there was part of our target audience. Between the two surveys we hoped to conclude

with similar answers and establish a clearer target market.

Questionnaire

The questions on the two surveys were specific to paint and preferences. There were

questions directly related to Glidden and others to Wal-Mart. Making a connection between the

two was important for the end results. Both of the surveys included informational, attitude,

behavioral, and a few demographic questions. Informational questions would help us see what

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paint shoppers already knew about paint. Attitude based questions would get opinions on paint

and Wal-Mart, behavioral questions would get the respondent to think about how it is important

to them, and demographical questions would clarify who these people were.

Some questions were:

What form of media most influences your purchasing habits?

Have you ever seen a Glidden paint advertisement?

Specifically for the online survey:

True or False: Wal-Mart is a supplier of interior/exterior paint?

Specifically for the Wal-Mart intercept survey:

What is the most recent purpose/project you have bought paint for?

The complete list of questions for both the surveys can be found in the appendix.

We also added some false answers to some questions to see if people were reading the

question or just checking answers. One question asked what brands they had heard of, and an

option was to check “Jirschele,” which is the last name of a group member. This tested the

accuracy on the paint brands the consumers had heard of. In another question we asked what

stores paint was purchased at, and “Paint House” was an option, but this store does not exist.

Date and Location

We sent out the online survey over approximately a three week period in November. We

used email and Facebook primarily for distributing the online surveys. The Wal-Mart intercept

survey took place on Saturday Nov. 10, from 10 a.m. to 2 p.m. at Wal-Mart in the paint

department. Two group members dressed formally to greet guests that walked by their table

which was set up with candy and the questionnaires. The store manager at Wal-Mart, Carlos

Rodriguez, allowed us to be there but informed us to not interrogate the guests.

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Painting Professionals

Objective

We wanted to have some of the research we found to be from professional painters to get

their information and knowledge from over the years. By doing this we would figure out if

professional responses to questions would contrast with our other research.

Subjects

One group member knew two professional individuals we could ask questions. He

explained this was for academic research and gave them the questions to fill out when it was

convenient for them. With 17 years of combined experience between the two of them, the

professional painters gave a seasoned perspective of the paint industry.

Questionnaire

The questions we wanted to know were, how long they had been painting as a

professional, what Glidden could do to make painting easier, and qualities about paint we may

not have thought about. Wal-Mart and Glidden are not looking for a new audience to attract to

buy the paint, but from a professional perspective we thought we could get advice or pointers

toward our research.

The complete list of questions can be found in the appendix.

Date and Location

We collected the responses from them on Oct. 31 and the opinions they expressed are

valid to our research, given the fact they are independent contractors.

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Wal-Mart

Objective

The process of using the local Wal-Mart store for research involved several steps. Our

group needed to contact the store manager of the Oshkosh Wal-Mart, the goal was to be able to

come into the store and hand out the Wal-Mart surveys for customers to take. When they

volunteered to take the survey we would have some sort of candy or reward to thank them.

Subject

Calling the store allowed us to speak with employees who put us in touch with the store

manager, Carlos Rodriguez. From here, an in-store appointment was set-up for our group and

professor to meet with Carlos.

Questionnaire

During the meeting, we explained what our group was trying to accomplish. We talked

about starting a relationship with both Wal-Mart employees and customers in order to conduct

our research. We wanted to work with Wal-Mart employees while incorporating a positive

learning experience for our group and employees alike. We asked Carlos how we could go about

setting up a table and asking questions, and what he would like us to focus on during this

research. We also asked him his knowledge on the paint sold Wal-Mart, paint competitors,

employees we could talk to, and if he was aware of the NSAC competition.

The complete list of questions can be found in the appendix.

Date and Location

We met with Carlos on Oct. 8 at 3 p.m. and arrived early and dressed professionally for

our interview. In the interview Carlos informed us that in order to have a table set up in the store

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we could have to have a Glidden representative with us. This way it would be a vendor-

sponsored event and Wal-Mart shoppers could ask them questions.

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Results

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Results

Primary Research

Focus Groups

The first group was college aged individuals who rent and do not own a house; the

second group was adults with families owning a house and shopping at Wal-Mart. The focus

groups went well we gathered valid research. With more people it may have created more

results but because the groups were smaller we were able to have them elaborate more. We did

not want each group to talk more than an hour, so with the smaller groups everyone was able to

state their opinion on all the questions without running out of time.

Renters: The group consisted of four renters: three males and one female, all over the age of 21.

Homeowners: The group consisted of three homeowners: one male and two females, all living with one or more individuals.

Both groups had been to Wal-Mart and at least had a small experience with painting in some manner. In addition we clarified the questions we were asking were general, but primarily based on paint and Wal-Mart.

Focus Group Questions and Responses

Renters:

Do you complete many DIY projects?

Not a lot of thought put into the project I did Most focus group members did not do many projects

Have you ever bought paint from Wal-Mart?

Personally never bought paint at Wal-Mart but because it is such a convenient one-stop-shop, I would consider it

I would not go there specifically for painting huge projects because Wal-Mart does not specialize in paint

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Would you consider yourself a DIY shopper when it comes to painting?

Recently I fixed a small hole in the wall and had an excellent experience at Menards; they were able to match the color and were very helpful

Helped out with large painting projects with friends and family painting rooms but have never started a huge project personally

What stores do you shop at for painting and why?

Sherwin-Williams because it is a good quality of paint and you do not need to apply countless layers

Menards and Lowes, sometimes The Home Depot The quality of paint is a huge factor in deciding because you get what you pay for Cost is a factor but less layers and time are more of a decision maker because then overall

you are spending less time and money Searching for the correct color to match one you already have is important but the store

would not really matter

What factors play a role in which brand of paint you purchase?

Color, price and if it is odor free Once a project is done, remembering the brand is not important to me anymore

What could a specific brand of paint do in order to build brand loyalty in your opinions?

Commercials combining the paint department with the entire store, tying in furniture, and design ideas would be beneficial

Make it something to remember and appealing Add jingles or celebrities people like

How big of a factor is WOM advertising when it comes to paint you purchase?

What people tell me I remember more than a commercial especially if I have respect for them and look up to them for advice

Friends and family influence many choices I make

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Homeowners

What brings you to Wal-Mart?

Groceries, low prices, and it has almost everything

How often do you shop at Wal-Mart?

Twice a week on average

Have you ever bought paint from Wal-Mart?

Yes, I am a landlord and I always buy paint there however, other stores are experts and help me with a feeling of confidence

Other participants were unaware Wal-Mart sold paint

Have you ever painted a room and for what reason were you painting?

Bedrooms, kitchens, and living rooms mostly

Have you had a bad experience with paint?

I bought paint at Wal-Mart because I had bought it there before because it is cheap and the color I needed matched, overall a bad experience because there was no one there to help

If it stopped making the color I needed I would go somewhere else where people would help me

Other participants did not really have any bad experience

What appeals to you when looking to purchase paint?

Quality, price, and customer service One coat does it all and primer already in it Wal-Mart needs more help in the paint department or a DIY machine for customer

convenience and service One person is brand loyal, but not with Wal-Mart Not particular brand loyalty stated from one individual

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What could Wal-Mart do to increase awareness in the paint department?

Get it more known and advertise more, emphasis the paint is inexpensive, more technology for DIY painters, decorating ideas, room designs and ideas

A “woman’s touch” is important because they are the ones buying and decorating, so advertise toward them

Bring the paint to TV and home improvement shows Market the paint as a quick and easy buy

Other notes concluded:

Wal-Mart is an expert on price and merchandising, it cannot have it all (customer service) Word of mouth is most trusted Painting is a long and boring project with a lot of prep work, so if there are any ways to

make it faster and more amusing, people are always interested in this

30

Surveys

What form of media most influence your purchasing habits?

In both of the surveys conducted, television and word of mouth recommendations were

the top two choices picked from participants. This means they are influenced by television

advertisements and taking in what is being shown to them. This is a good source of information

for Glidden to think of when producing advertisements for its paint products. NSAC needs to

create a strong television commercial that is catchy, memorable, and makes people want to come

in and purchase Glidden paint. It also brings up more ideas for the company when thinking of

the word of mouth recommendations being so well trusted.

Online Survey Results:

31

What form of media most influence your purchasing habits? (Cont’d.)

Wal-Mart Survey Results:

32

Which of the following brands of paint have you heard of?

When asking what brands of paint the participants had heard of, only about half of them

knew Glidden. Almost 90 percent knew the competitors Benjamin Moore, Sherwin-Williams,

and Behr, this is a large gap that Glidden needs to address.


33

Which of the following brands of paint have you heard of? (Cont’d.)


34

Have you ever seen a Glidden paint advertisement?

In the target audience of college students that participated in the online survey, only

about 20 percent of them had ever seen a Glidden paint advertisement. This percentage does rise

in the Wal-Mart survey participants, with almost 45 percent having seen a Glidden paint

advertisement before. Majority of the target audience has never heard of Glidden paint, this is

set back for Glidden and another obstacle to overcome when it comes to increasing brand

awareness.

What are some of the qualities that you look for when shopping for paint?

With the research we found on the Wal-Mart and the online surveys, the results are

closely similar when we asked this question. In the surveys there was a list of options, the

options were as follows: cost, quality, brand, color, convenience. Cost and quality were at the

highest percent for both surveys. In the question asking to check all that applied over 71 percent

in both surveys marked cost and quality. Narrowing the results even more was the question

asking to check only one and the results were nearly, but not quite, split in half. There was not

one answer to be concluded because cost and quality results were to closely similar. These

conclusions lead the results on both the surveys to be clear. Cost and quality are both significant

to paint shoppers, with brand, color, and convenience only as somewhat important. It can be

concluded that because people are not particularly brand loyal, capturing their attention for

Glidden paint may be an easy task, but actually getting them to purchase the paint will be the

challenge.

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Have you ever purchased interior/exterior paint?/Have you ever purchased home paint?

A large majority in both surveys show our sample population has purchased

interior/exterior home paint. Having a small sample with large numbers is a sign people possibly

redecorate their homes often.


36

Have you ever purchased interior/exterior paint?/Have you ever purchased home paint?

(Cont’d.)


37

Where did you buy the paint?

An overwhelming number in our sample group from the Wal-Mart surveys purchase

paint from Menards, this was 60 percent and the next closest percentage was Wal-Mart and The

Home Depot, both tied at 20 percent. This is significant because the majority of people we

surveyed are purchasing their paint at Menards and not Wal-Mart. The numbers were fairly

similar in the online survey as well.


38

Where did you buy the paint? (Cont’d.)


39

Why did you buy paint?

Overall people surveyed at Wal-Mart bought paint for personal use, while only one

person bought paint for professional use. The online survey yielded similar results with just

fewer than 91 percent of people buying paint for personal use and not professional. This can be

explained by the fact most consumers are not for-hire painters.

Age group, gender, current place of residence

In the online survey the respondents were mostly between 18-25 years old, about 61

percent of respondents were male with the remaining percent female, and approximately 40

percent rent at their current place of residence. For the Wal-Mart in store survey the gender

results were about even, most of the respondents owned their own home, however renters

followed close behind. Nearly all the respondents in the surveys were of white ethnicity.

Wal-Mart Survey:

What is the most recent purpose/project you have bought?

For this question, people surveyed they were buying paint mainly for living rooms,

bedrooms, or kitchens projects.

Do you buy a specific brand of paint?

Both surveys showed around 77-80 percent of people answered they did not buy a

specific brand of paint. This is a critical statistic for our research, essentially proving a vast

40

majority of the market feels no brand loyalty. Therefore, the majority of the market is subject to

a well-thought out advertising campaign.

Online Survey:

In the past year have you shopped at Wal-Mart?

Over 95 percent of people already shop at Wal-Mart, whether it is daily, weekly,

monthly, or only once a year, occurrence does not matter. Now compare this to the 66 percent

that are aware Wal-Mart sells paint from the statistics in the NSAC information booklet, and also

the 91 percent that answered true that Wal-Mart is a supplier of interior/exterior paint.

Combining all of this, advertising inside of the Wal-Mart store would be beneficial because so

many people already shop there.

Each question with results for both surveys can be found in the appendix.

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Painting Professionals

We asked two separate painting professionals to fill out a survey of questions. One paint

professional has eight years of painting experience and the other painter adds nine years of

painting as an independent contractor. What most influences their purchasing habits is the finish

and the coverage of the paint and an eggshell finish is important because of the way water will

not affect it once it dries.

The most challenging part of interior painting is the trim and painting hard-to-reach areas.

If Glidden paint could make this process easier and could guarantee coverage in one application,

it would influence them to buy Glidden paint. One individual thinks no paint brand is superior to

another while the other believes Dutch-Boy is a reputable brand choice. They both do not see

advertising playing a role in brand loyalty.

They buy paint at different stores depending on the location of the projects. During the

application process, these painters need coverage, reliability, consistency, and color of paint to

be perfect, but how fast paint dries does not matter. If they were to have their own paint

company, their goals would be to produce a wide enough range of colors while producing more

value for less money, with respectable customer service.

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Wal-Mart

Carlos would like us to focus on market share, show the value of buying paint at Wal-

Mart to the customers, and show the convenience of buying paint at Wal-Mart. Wal-Mart has a

large selection of products and although it cannot specify in certain departments, consumers can

still come there to buy paint. He also told us he could get us contact information on the paint and

hardware manager. Carlos gave us permission to take pictures of anything in the store we

needed for our research. He was unaware of any current or future social media campaigns going

on with Wal-Mart that would be relevant to our project.

There were many failed attempts to contact a Glidden representative to be with us at Wal-

Mart. There were no local representatives in the area, which lead us back to Carlos every time

and asking him more questions about whom to contact. Throughout countless emails and

telephone conversations with Carlos, our group was finally able to set a date for an in-store

display. Before we were able to come to the store, surveys were formed in order to distribute to

Wal-Mart customers. Copies were made of the survey, along with a display, that we brought

into the store.

Two group members went to Wal-Mart and spoke with many different types of customers

from different age groups and professions. A diverse sample of Wal-Mart customers adds to the

accuracy of our findings and results.

Getting into Wal-Mart to distribute our surveys was important in order to get results.

Combining these with the focus group and professional painter’s results show what paint

shoppers need to complete projects. It does not matter if you are painting for professional or

43

personal use, results are the same. All the results we gathered showed similar information which

will help to form a strong NSAC campaign next semester.

Discussion and Recommendations

44

Discussions and Recommendations

Remind customers Wal-Mart is a one-stop-shop and the paint provides quality at a

competitive price range

Explore further and find out the higher importance people prefer, is it cost over quality or

quality over cost, when purchasing paint

Help ensure the idea that Glidden is an inexpensive (not cheap) purchase

Word of mouth (WOM) recommendations are a powerful tool in advertising products

Help boost the positive effects of WOM recommendations through the use of social

media advertising and promote WOM advertising

Take advantage of the research findings and increase television advertisements due to the

fact that over half of people in the results believe television is the most powerful

advertisement when swaying their purchasing habits

Having someone that everyone knows in a commercial would be beneficial because then

the audience personally does not need to know them, but looks up to them

Eliminate the problems associated with the lack of customer service that is required for

an effective paint department

Include public relations to increase brand awareness and gain more consumers

Explore how often people redecorate and promote that through the advertisement

People do not want to spend time thinking about what brand they should buy, tell them it

is a quick and easy choice

45

Involve furniture and designs, with a color and theme to bring everything together,

woman like to redecorate or design rooms more than men

Create in store advertisements because most people already shop at Wal-Mart

Wal-Mart could invest in an DIY service so the customer would not have to wait for an

employee

Figure out what Benjamin Moore, Sherwin-Williams, and Behr do that makes their brand

well known

Just over 80 percent of people surveyed within the Wal-Mart store said they do not buy a

specific brand of paint, this suggests there is a great deal of the market that is undecided

and therefore open to potentially buying Glidden paint

Continue to promote and acknowledge the fact Glidden is meant to promote the DIY

shopper

Wal-Mart already has a wide range of shoppers, the campaign needs to take advantage of

this and capture the attention of the high percent of the non-brand-loyal customers. By buying

Glidden at Wal-Mart you can complete all shopping needs in one store for an inexpensive price.

Through word of mouth and television NSAC can incorporate public relations and Glidden can

advertise its brand. Glidden is a quality purchase and a simple choice for a consumer’s home.

All this will influence customers in a positive way towards Glidden paint in Wal-Mart stores.

46

Works Cited

47

Works Cited

2012 NSAC Case Study: Glidden. American Advertising Federation.

Ackerman, A. (2010, 09 17). Glidden makes a comeback. Retrieved from http://consumergoods.edgl.com/case-studies/Glidden-Makes-a-Comeback50642

Armistead, L. (2002). Spread the (good) news. Reading Today, 19(4), 12.

Developing a new media neutral idea for Glidden Trade brand. (2012). The Think Tank Integrated Marketing and PR Agency. Retrieved November 1, 2012, from http://www.thinktank.org.uk/glidden_trade_brand.php

Fauth, F. (2010, March 15). Martha Stewart Living vs. Glidden Paint. Retrieved October 26, 2012, from One Project Closer website: http://www.oneprojectcloser.com

Glidden Gets You Going. N.p., 2012. Web. 2 Nov. 2012. glidden.com

Glidden Coatings & Resins Div. (Imperial chemical industries). (June, 26 2012). Retrieved from http://ech.cwru.edu/ech-cgi/article.pl?id=GCRD

Glidden Paints Launches New Integrated Ad Campaign. (2011, May 16). Retrieved from http://www.prnewswire.com/news-releases/glidden-paints-launches-new-integrated-ad-campaign-121955288.html

Glidden Coatings & Resins Div. (2012, June 26). Retrieved October 26, 2012, from The Encyclopedia of Cleveland History website: http://ech.case.edu/ech-cgi/article.pl?id=GCRD

Glidden Paints Launches New Integrated Ad Campaign – The Business Journals. (2011, May 16). Business News – The Business Journals. Retrieved October 26, 2012, from http://www.bizjournals.com/prnewswire/press_releases/2011/05/16/NY03198

Google Images. (n.d.). Google. Retrieved December 4, 2012, from http://www.google.com/imghp?hl=en&tab=wi

History of the Glidden Company Funding Universe. Funding Universe. Retrieved November 1, 2012, from http://www.fundi Kepos, P. (1994). International Directory of Company Histories. Detroit, MI: St. James Press.nguniverse.com/company-histories/the-glidden-company-history/

Kepos, P. (1994). International Directory of Company Histories. Detroit, MI: St. James Press.

Lamphere, M. (2009, June 25). Glidden Paint Color Combinations for a Spanish Style Living Room – Yahoo! Voices – voices.yahoo.com Yahoo! Voices – voices.yahoo.com Retrieved October 26, 2012, from http://voices.yahoo.com/glidden-paint-color-combinations-spanish-style-3636113.html

48

http://www.fundinguniverse.com/company-histories/the-glidden-company-history/



http://www.bizjournals.com/prnewswire/press_releases/2011/05/16/NY03198

http://ech.case.edu/ech-cgi/article.pl?id=GCRD

http://ech.case.edu/ech-cgi/article.pl?id=GCRD

http://www.prnewswire.com/news-releases/glidden-paints-launches-new-integrated-ad-campaign-121955288.html

http://www.prnewswire.com/news-releases/glidden-paints-launches-new-integrated-ad-campaign-121955288.html

http://www.thinktank.org.uk/glidden_trade_brand.php

Morton, G. (2003, July 14). Ralph Lauren and Glidden’s Color Collections. Interior Decorating 101. Retrieved October 26, 2012, from http://interiordec.about.com/cs/articl2/a/pr_hdcolor_2htm

My Colortopia. Glidden Paint, 2012. Web. 2 Nov. 2012. www.mycolortopia.com

New Glidden Paint Inspires America. YouTube.com, 2009. Web. 2 Nov. 2012

Patel, K. (2009, September 7). From stink-free rooms to iPhone apps, paint marketers pour on new promos, pitches. Retrieved October 26, 2012, from EBSCOhost website: http://web.ebscohost.com

Ray, L. (2012, July). What drives paint stores sales? Retrieved October 28, 2012, from Chron website: http://smallbusiness.chron.com

Shurtleff, W., & Aoyagi, A. (n.d.). History of the Glidden Company. Retrieved from History of the Glidden Company.

Stasiowski, E. (2010, June 9). Glidden Paint Captures Gold in National Awards Competition. AkzoNobel. Retrieved October 25, 2012 from http://www.glidden.com/pdf/media/pr/2010_10_26_NR-Captures-Gold.pdf

Steinberg, J. (2012, July 19). Youtube's Success Continues as it is Now as Major News Source. In Seeking Alpha. Retrieved November 2, 2012.

49

http://www.glidden.com/pdf/media/pr/2010_10_26_NR-Captures-Gold.pdf

http://smallbusiness.chron.com/

Appendix

50

Appendix Focus Group Questions

Family Wal-Mart Shoppers

1. What brings you to Wal-Mart?

2. How often do you shop at Wal-Mart?

3. Have you ever bought paint from Wal-Mart?

4. Have you ever painted a room?

5. For what reason were you painting?

6. Have you had a bad experience with paint?

7. What appeals to you when looking to purchase paint?

8. What could Wal-Mart do to increase awareness of their paint department?

DIY Questions

1. Do you complete many DIY projects?

2. Have you ever bought paint from Wal-Mart?

3. Would you consider yourself a DIY when it comes to painting?

4. What stores do you shop at for painting projects and why?

5. What factors play a role in which brand of paint you purchase?

6. What could a specific brand of paint do in order to build brand loyalty in your opinions?

7. How big of a factor is WOM advertising when it comes to the paint you purchase?

51

Wal-Mart Survey Questions

Journalism students from the University of Wisconsin Oshkosh will be participating in the National Student Advertising Competition in the spring 2013. In order to do this, we are in the process of conducting research to gain more knowledge about paint products. If you could please take 10 minutes of your time to fill out our survey, we would greatly appreciate it. Your answers are confidential and your feedback is essential to our research. Thank you.

Please check answers. 1. What form of media most influences you when you purchase paint products? Check all that apply.

_____Television_____Radio_____Newspaper_____Social media_____Magazine_____Internet_____Word of mouth/recommendation_____I never shop for paint

_____Other (please specify)_____________________________________________________________________________________________________________________________________________

2. Which of the following brands of paint have you heard of? Check all that apply.

_____Sherwin-Williams_____Benjamin Moore_____Glidden_____Behr_____Jirschele_____Dutch Boy_____None of the above

52

3. What are some of the qualities that you look for when shopping for paint? Check all that apply.

_____Cost_____Quality_____Brand_____Color_____Convenience_____I never shop for paint


4. Which is the most important quality that you look for when shopping for paint? Check one.

_____Cost _____Quality _____Brand _____Color _____Convenience

_____Other (please specify) _______________________________________________

5. Have you ever purchased home paint? Check all that apply.

_____Yes, interior paint_____Yes, exterior paint_____If no, skip to question 13

6. What is the most recent purpose/project you have bought paint for?_____________________________________________________________________________________________________________________________________________

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7. Where did you buy the paint? Check all that apply.

_____Lowes_____Fleet Farm_____Paint House_____Home Depot_____Menards_____Wal-Mart_____Sherwin-Williams


8. Have you ever seen a Glidden paint advertisement?

_____No

_____If yes, please list where______________________________________________________________________________________________

9. Have you ever purchased Glidden paint?_____Yes, why?___________________________________________________________________________________________________No, why?______________________________________________________________________________________________

10. Why did you buy paint? Check all that apply.

_____Professional

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_____Personal

_____Other (please specify)_______________________________________________

11. In the past two years, how often did you buy interior/exterior home paint?

_____Once_____Twice_____Three times_____Four times_____Five or more times

12. Do you buy a specific brand of paint?

_____No

_____Yes, what brand? Why?_____________________________________________________________________________________________________________________________________________

13. What is your age group?

_____18-25_____26-33_____34-41_____42-49_____50-57_____58-65_____66-73_____74+

14. What is your gender?

_____Male_____Female

15. How would you describe your current place of residence?

55

_____Own my home _____Rent _____Live with parents _____Live in a dorm


16. What is your ethnicity?_____White_____African American_____Hispanic_____Asian_____Other (please specify)_______________________________________________Thank you for your time!!

Online Survey Questions

Journalism students from the University of Wisconsin Oshkosh will be participating in the National Student Advertising Campaign in the spring. In order to do this, we are in the process of conducting research to gain more knowledge about our client. If you could please take 10 minutes of your time to fill out our survey, we would greatly appreciate it. Your answers are confidential and your feedback is essential to our research. Thank you.

1. What form of media most influences your purchasing habits?

_____Television_____Radio_____Print_____Social media_____Internet_____Word of mouth/recommendation

_____Other (please specify)

2. Which of the following brands of paint have you heard of?

56

_____Sherwin-Williams_____Benjamin Moore_____Glidden_____Behr_____Jirschele_____Dutch Boy_____None of the above


_____No

_____If yes, please list where

4. True or false: Wal-Mart is a supplier of interior/exterior home paint.

_____True_____False


_____Cost_____Quality_____Brand_____Color_____Convenience_____I never shop for paint



_____Cost

57

_____Quality_____Brand_____Color_____Convenience


7. In the past year have you shopped at Wal-Mart?

_____Yes_____No

8. Have you ever purchased interior/exterior home paint?

_____Yes_____If no, skip to question 13


_____Lowes_____Fleet Farm_____Paint House_____Home Depot_____Menards_____Wal-Mart_____Sherwin-Williams



_____Professional_____Personal



_____Once_____Twice

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_____Three times_____Four times_____Five or more times


_____No

_____Yes


_____18-25_____26-33_____34-41_____42-49_____50-57_____58-65_____66-73_____74+


_____Male_____Female


_____Own my home_____Rent_____Live with parents_____Live in a dorm


59

Painting Professional Questions

1. How many years have you been involved in the private paint industry?

2. What is the number one qualitative element you look for while purchasing paint?

3. What is the most challenging part about interior painting?

4. In your opinion how could Glidden paint make the aspect easier?

5. Do you personally believe that a single brand of paint is superior to others?

6. If so what is the brands name?

7. Does advertising play a significant role in your feelings toward the brand?

8. What do you look for in the application process? Name the top three.

9. Is the rate at which the paint dries a variable amongst paints?

10. If you owned your own paint company, what would be your most important objective?

60

Wal-Mart Store Questions

1. We want to work with Wal-Mart employees and management at the location through this

project, what are some things that we can do to make this a positive experience for the

Oshkosh Wal-Mart location?

2. This adverting competition produces results for organizations on an annual basis through

usage of the brightest ideas, what can we do for Wal-Mart that you would suggest as

being a top priority?

3. What is your preferred method for us to implement in regards to surveying your

customers for our research project?

4. Who are some employees that you would suggest we work directly with in order to make

this a successful project?

5. What are your opinions on the ways in which Wal-Mart approaches the retail paint

industry?

6. What would be the reasons only 66 percent of DIY consumers know Wal-Mart sells paint

verses home improvement stores (about 90 percent)? How can we increase the

awareness?

7. Does Wal-Mart have any plan for promotional activities through social media and/or

nontraditional media? Or POP (point-of-purchase) display that helps generate traffic to

the paint department?

8. During peak season (around summer to early fall), does Wal-Mart have any discount or

promotional activities?

61

9. Can we take some pictures of shelf space for Glidden paints and other brands?

All Results Wal-Mart Survey

1. What form of media most influences your purchasing habits? Check all that apply.

Response Percent Response CountTelevision 58.8 20Radio 5.9 2Newspaper 11.8 4Social Media 17.6 6Magazine 8.8 3Internet 20.6 7Word of mouth/recommendation

35.3 12

I never shop for paint 2.9 1Other Responses:

-Experience (1)-I always buy Glidden paint (1)

2. Which of the following brands of paint have you heard of? Check all that apply.

Response Percent Response CountSherwin-Williams 88.2 30Benjamin Moore 55.9 19Glidden 50 17Behr 58.8 20Jirschele 0.0 0Dutch Boy 73.5 25None of the above 2.9 1


Response Percent Response CountCost 85.3 29Quality 82.4 28Brand 20.6 7Color 61.8 21Convenience 20.6 7I never shop for paint 2.9 1

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Response Percent Response CountCost 41.2 14Quality 52.9 18Brand 0.0 0Color 2.9 1Convenience 2.9 1

5. Have you ever purchased home paint? Check all that apply.

Response Percent Response CountYes, interior paint 79.4 27Yes, exterior paint 41.2 14If no, skip to question 13 20.6 7

6. What is the most recent purpose/project you have bought paint for? (Open ended.)

Response Percent Response CountKitchen 14.8 4Living Room 22.2 6Bedroom 22.2 6Bathroom 7.4 2Entire home 7.4 2Exterior door trim 3.7 1Hallway 3.7 1Car body work or touch up 7.4 2Furniture refinishing 3.7 1Deck 3.7 1Book shelf 3.7 1


Response Percent Response CountLowes 8.0 2Fleet Farm 8.0 2Paint House 4.0 1Home Depot 20.0 5

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Menards 60.0 15Wal-Mart 20.0 5Sherwin-Williams 12.0 3Other Responses:

-Kitz & Pheif (2)-Auto body shop (1)


Response Percent Response CountNo 55.6 15Yes 44.4 12If yes, please list where:

-TV (8)-Magazine (1)-In store (1)-Unsure (2)

9. Have you ever purchased Glidden paint?

Response Percent Response CountYes 11.5 3No 88.5 23Why or why not?

-Preference (1)-Never heard of it (6)-Unsure (3)-Easy open top on Dutch Boy (screw top and pour spout) (1)-Color (1)-Quality (1)-I do not paint often (1)-For a bedroom (1)


Response Percent Response CountProfessional 3.7 1Personal 96.3 26

11. In the past two years, how often did you by interior/exterior paint?

Response Percent Response Count

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Once 53.8 19.2Twice 19.2 5Three times 19.2 5Four times 3.8 1Five or more times 3.8 1


Response Percent Response CountNo 80.8 21Yes 19.2 5Yes, what brand? Why?

-Sherwin-Williams because of quality (1)-Dutch Boy because of easy open and pour (1)-Dutch Boy because of quality (1)-Pittsburgh (1)-Glidden (1)


Response Percent Response Count18-25 16.1 526-33 25.8 834-41 12.9 442-49 32.3 1050-57 9.7 358-65 0.0 066-73 3.2 174+ 0.0 0


Response Percent Response CountMale 51.6 16Female 48.4 15


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Response Percent Response CountOwn my home 54.8 17Rent 38.7 12Live with parents 3.2 1Live in dorm 0.0 0Other Response:

-Grandparents, take care of them (1)

16. What is your ethnicity?

Response Percent Response CountWhite 96.8 30African American 0.0 0Hispanic 0.0 0Asian 1.0 3.2

Online Survey1. What form of media most influences your purchasing habits?

Response Percent Response CountTelevision 42.6 40Radio 8.5 8Print 13.8 13Social Media 21.3 20Internet 30.9 29Word of mouth/recommendation

54.3 51

Other Responses:-YouTube (1)-What looks best to me (1)-Cellphone (1)

2. Which of the following brands of paint have you heard of?Response Percent Response Count

Sherwin-Williams 89.5 85Benjamin Moore 57.9 55Glidden 51.6 49Behr 68.4 65Jirschele 1.1 1Dutch Boy 81.1 77None of the above 3.2 3


Response Percent Response Count

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No 80.0 76Yes 20.0 19If yes, please list where:

-TV (15)-Catalog (1)-Print (1)-Commercial Ad (1)

4. True or false: Wal-Mart is a supplier of interior/exterior home paint.Response Percent Response Count

True 91.7 88False 8.3 8


Response Percent Response CountCost 74.0 71Quality 71.9 69Brand 26.0 25Color 68.8 66Convenience 20.8 20I never shop for paint 15.6 15Other Responses:

-Coverage (1)-Type of paint, durability. Ex: Sherwin-Williams duration paint and emerald

exterior paints are paints I would use to paint the exterior of my house. (1)


Response Percent Response CountCost 32.3 31Quality 53.1 51Brand 1.0 1Color 24 23Convenience 2.1 2Other Responses:

-I never shop for paint (2)

7. In the past year have you shopped at Wal-Mart?

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Response Percent Response CountYes 95.7 90No 4.3 4

8. Have you ever purchased interior/exterior home paint?

Response Percent Response CountYes 63.2 60If no, skip to 13 36.8 35


Response Percent Response CountLowes 16.4 10Fleet Farm 13.1 8Paint House 0.0 0Home Depot 32.8 20Menards 65.6 40Wal-Mart 23.0 14Sherwin-Williams 21.3 13Other Responses:

-Hardware Hank (1)


Response Percent Response CountProfessional 9.8 6Personal 96.7 59


Response Percent Response CountOnce 50.8 31Twice 21.3 13Three times 8.2 5Four times 3.3 2Five or more times 16.4 10

68


Response Percent Response CountNo 77.4 48Yes 22.6 14Yes, what brand?

-Dutch Boy (3)-Sherwin-Williams (5)-Glidden (3)-Valspar (1)-Pittsburg (1)-Behr (1)-Depends on the job/application (1)


Response Percent Response Count18-25 77.8 7226-33 5.3 534-41 4.2 442-49 7.4 750-57 4.2 458-65 3.2 366-73 0.0 074+ 0.0 0


Response Percent Response CountMale 38.9 37Female 61.1 58


Response Percent Response CountOwn my home 27.1 26Rent 40.6 39Live with parents 16.7 16Live in dorm 11.5 11

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Other Responses:-Live in a dorm and with parents (1)-Live in a big mansion (1)-Live with boyfriend who owns a house (1)-Live with Nanny (1)

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