J.D. Power Reports:
Leading Paint Brands Continue to Achieve High Levels of Customer Satisfaction
Application is the most important factor across product lines.
The highest-performing paint brands in
customer satisfaction also receive high
ratings in the application experience
across both interior and exterior product
lines, according to the J.D. Power 2014
Paint Satisfaction Study.
“Paint brands that show a pattern of
high customer satisfaction over time reap
the benefits of customer loyalty,” said Chris-
tina Cooley, director of home improvement
industries at J. D. Power. “A customer’s de-
cision to purchase a specific paint brand is
largely based on their prior experience with
that brand, primarily regarding application,
product offerings and durability.”
The study measures customer satisfac-
tion with interior paint brands and for the
first time, exterior paint brands. Satisfac-
tion with paint brands is based on evalua-
tions from customers who purchased and
applied interior and/or exterior paint dur-
ing thepast year, and is measured in six
key factors of the painting experience (in
alphabetical order): application, design
guides, durability, price, product offer-
ings, and warranty/guarantee.
KEY FINDINGS
•Application, specifically, adequacy of
paint coverage, is the most important
driver of customer satisfaction with interior and exterior paint ( 34 percent each).
- Seventy-eight percent of paint customers who purchased interior paint
apply it themselves, and 74 percent
of those who purchased exterior
paint did the same.
- More than 90 percent of customers
who purchased interior or exterior
paint indicate the new color covered
the previous color ( 94 percent and 93
percent, respectively).
-Approximately one-half of customers do not use primer or paint with
primer mixed in for their interior or
exterior paint jobs ( 52 percent and 50
percent, respectively).
-On average, customers apply two
coats of paint for both interior and
exterior projects (1.67 times each).
•Customers paint the inside of their
homes for a variety of reasons, includ-
ing remodeling ( 28 percent), changing
the color ( 27 percent), or repainting due
to previous paint condition ( 26 percent).
Exterior painting projects typically ad-
dress existing paint in poor condition
( 65 percent).
• Less than one-fifth ( 15 percent) of customers who purchased interior paint
used the Internet as an information resource to help with their project, while a
higher percentage ( 20 percent) of those
who purchased exterior paint used the
Internet for information.
Interior Paint Brand Satisfaction Rankings
Benjamin Moore ranks highest in customer satisfaction with interior paint brands
for a fourth consecutive year, with a score
of 815, which is a 15-point increase from
2013. Benjamin Moore performs particu-
larly well in three of the six factors: appli-
cation, durability and product offerings.
Following Benjamin Moore in the in-
terior paint brand ranking is Sherwin-
Williams (808) and BEHR (802). Over-
all customer satisfaction with interior
paint brands is 795 (on a 1,000-point
scale) in 2014, an increase of 16 points
from 2013.
Exterior Paint Brand Satisfaction Rankings
Sherwin-Williams ranks highest among
exterior paint brands, with a score of 819,
and performs well across all six factors.
Following Sherwin-Williams in the ranking are BEHR (804) and Benjamin Moore
(803). Overall customer satisfaction with
exterior paint brands is 803.
The 2014 Paint Satisfaction Study is
based on responses from more than
8,690 customers who purchased and applied interior and/or exterior paint within
the previous 12 months. The study was
fielded in January through March 2014.
