Objectives
Develop understanding of brand Image, usage, and factors influencing purchase of Automotive Refinish Paints within fleet and collision segments in the US. Identify unmet needs and drivers that would influence change in brand purchase.
Research Solution
Business-to-Business Telephone Interviews
Conducted personal telephone interviews with owners/managers of collision and fleet refinish shops and Jobbers to explore purchase decision making, brand attributes, and factors related to the purchase and use of refinish paints.
