Ben Moore Tops Paint Satisfaction Study
Interior paints from Benjamin Moore, Sherwin-Williams and BEHR topped J.D. Power and Associates' 2013 U.S. Interior Paint Satisfaction Study.
For the third consecutive year, Benjamin Moore & Company took the top spot with a score of 800 on a 1,000-point scale, followed closely by The Sherwin-Williams Company (790) and BEHR Paints (788).
The study reportedly measures customer satisfaction among purchasers and users of interior paint during the past year. It examines six key factors of the painting “experience”: application, product offerings, durability, price, design guides, and warranty/guarantee.
“Benjamin Moore performs particularly well in four of the six factors: application, durability, product offerings and design guides,” J.D. Power said.
J.D. Power also measured satisfaction with retailers across five key factors of the paint shopping and purchasing "experience": facility, selection, staff, services provided, and sales/promotions.
Sherwin-Williams’ services, staff and selection propelled the retailer to the top spot on that list, with a score of 820.
Ace Hardware took the second slot with a score of 801, and Menards (786) rounded out the top three retailers in the rankings, J.D. Power reported.
Paint Application: Key Driver
Paint application remained the “most important driver of satisfaction with paint brands,” the company said in announcing the results.
"With 83 percent of customers reporting applying the paint themselves, it is not surprising that customers are more likely to be satisfied and achieve their desired results when they are able to talk to a professional about their painting project and get the advice they need," said Christina Cooley, director of the home improvement industries practice at J.D. Power and Associates.
Paint application was the most important factor contributing to overall satisfaction with interior paint, according to Christina Cooley, of J.D. Power and Associates.
Therefore, retailer staff plays a key role, she said.
"The challenge for retailers is to make sure they have the staff available and support their associates with training to help their customers be successful in their projects,” Cooley said.
The study also found that “overall satisfaction” with interior paint brands increased to a score of 779, up from 776 in 2012.
Cooley details the study findings in a video posted here.
Advice to Purchasers
J.D. Power also offered the following recommendations to DIY customers beginning a painting project:
The 2013 U.S. Interior Paint Satisfaction Study is based on responses from more than 6,800 customers who purchased and applied interior paint within the previous 12 months. The study was fielded in January and February 2013.
J.D. Power and Associates, a business unit of The McGraw-Hill Companies, is a global marketing information services company providing forecasting, performance improvement, social media and customer satisfaction insights and solutions. The company is headquartered in Westlake Village, CA.