J.D. Power and Associates Reports: Paint Application Success is Critical to a Satisfying Experience With Interior Paint

WESTLAKE VILLAGE, Calif., May 13 /PRNewswire/ -- With many consumers embarking on do-it-yourself painting projects as a low-cost method of home improvement, a customer's experience with interior paint application is critical to their overall satisfaction with the paint brand, according to the J.D. Power and Associates 2010 U.S. Interior Paint Satisfaction Study(SM) released today.  

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The study, now in its fourth year, measures customer satisfaction among those who have purchased and applied interior paint during the past year and examines five key factors of the painting experience: application; offerings (including variety of colors and finishes); durability; price; and warranty/guarantee.  

Pratt & Lambert, included in the study for the first time in 2010, ranks highest in customer satisfaction with interior paint with a score of 788 on a 1,000-point scale. Pratt & Lambert performs particularly well in two factors: application and warranty/guarantee. Following in the rankings are Benjamin Moore (784) and Dunn-Edwards (781). Benjamin Moore performs particularly well in the offerings factor, while Dunn-Edwards performs particularly well in the durability factor.

The study finds that application is the most important factor contributing to overall satisfaction with interior paint.  This is not unexpected, considering that 87 percent of customers applied the paint themselves.  Customers evaluate paint application based on ease of application, level of fumes, spatter and drip resistance, and adequacy of coverage.

"Many consumers want to save money by doing painting projects themselves and of course, they want to be able to do the job well and see the completed project as what they've envisioned," said Christina Cooley, senior manager of the real estate and construction industries practice at J.D. Power and Associates.

Overall, approximately one-fifth of customers report they experienced problems with their interior paint. The problem reported most often is that the paint drips and runs during application. In addition, in 2010, a greater percentage of customers report having received painting advice while shopping for and purchasing interior paint, compared with 2009 (55% in 2010 vs. 48% in 2009).  Among customers who received application advice, only 17 percent experienced problems with their paint. In comparison, 22 percent of customers who did not receive advice experienced problems.

"Clearly, choosing the right paint for a specific project and receiving the necessary advice to do the job well are a great combination to ensure a satisfying painting experience," said Cooley. "Following three consecutive years of spending declines, sales at home improvement retailers are now on the rise, and paint sales are a major contributor to that increase. Those paint manufacturers and retailers that expend extra effort in helping their customers with advice on painting projects may be able to differentiate themselves as the home improvement market regains momentum."

J.D. Power and Associates suggests that consumers who are shopping for interior paint ask for advice about the following aspects of their projects:

• Choosing the right paint or finish for a specific surface
• Which tools and supplies are necessary for the job
• How much paint should be purchased for the project
• Which color combinations work together
• Whether priming is needed prior to painting

The 2010 U.S. Interior Paint Satisfaction Study is based on responses from more than 9,800 customers who purchased and applied interior paint within the previous 12 months. The study was fielded between March and April 2010.

About J.D. Power and Associates

Headquartered in Westlake Village, Calif., J.D. Power and Associates is a global marketing information services company operating in key business sectors including market research, forecasting, performance improvement, Web intelligence and customer satisfaction.  The company's quality and satisfaction measurements are based on responses from millions of consumers annually.  For more information on home building and home improvement, car reviews and ratings, car insurance, health insurance, cell phone ratings, and more, please visit JDPower.com. J.D. Power and Associates is a business unit of The McGraw-Hill Companies.

About The McGraw-Hill Companies:

Founded in 1888, The McGraw-Hill Companies (NYSE: MHP) is a global information and education company providing knowledge, insights and analysis in the financial, education and business information sectors through leading brands including Standard & Poor's, McGraw-Hill Education, Platts, and J.D. Power and Associates. The Corporation has more than 280 offices in 40 countries. Sales in 2009 were $5.95 billion. Additional information is available at http://www.mcgraw-hill.com/.  

J.D. Power and Associates Media Relations Contacts:

John Tews; Troy, Mich.; (248) 312-4119; [email protected]

Syvetril Perryman; Westlake Village, Calif.; (805) 418-8103; [email protected]

No advertising or other promotional use can be made of the information in this release without the express prior written consent of J.D. Power and Associates. www.jdpower.com/corporate

SOURCE J.D. Power and Associates