• CHAUDHARY JAYKUMAR NARSINHBHAI
• Ekta Sharma
• KRUPALI V. PATEL

All paint companies today offer complete range of products for consumers as local ventures due to high import tax imposed by the government for importation of paints. On the ground of rapidly increasing demand for the decorative paints in consequence of increase in building, shelter and other governmental and private constructions, the decorative paints industry is competitively growing today. This evidently shows commitment of the decorative paints companies towards better world. Though it is so, to the preliminary survey conducted it was noted that 95% of market share has been captured by seven companies out of the 60 local paints suppliers Thus, the focal problem was why such a situation has come about. Of the four objectives included in the study, key purpose was to examine the relationship between purchase intention and purchase behavior of consumers in respect of paints. Consistent with the objectives the research questions were also set. Additionally, a research gap noted from literature review has also been filled up in this study. The research approach employed here is the deductive method and mix of both qualitative and quantitative perspectives were applied.

Emotional involvement, Brand image, Product quality, Buyer behavior.

"A STUDY ON CONSUMER BUYING BEHAVIOR TOWARDS DECORATIVE PAINTS", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.11, Issue 5, page no.e217-e225, May-2024, Available :http://www.jetir.org/papers/JETIR2405426.pdf

"A STUDY ON CONSUMER BUYING BEHAVIOR TOWARDS DECORATIVE PAINTS", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.11, Issue 5, page no. ppe217-e225, May-2024, Available at : http://www.jetir.org/papers/JETIR2405426.pdf