MAGNT Research Report (ISSN. 1444-8939)
Vol.2 (3). pp: 107-119
The Empirical Study of Perception, Expectation and Satisfaction Level of Consumers regarding Paint
Industry in Al-Kharj Region, Kingdom of Saudi Arabia
Teg Alam & Mohammad Rishad Faridi
College of Business Administration,
Salman bin Abdulaziz University, Al Kharj; Kingdom of Saudi Arabia.
Abstract: To make an in-depth analysis of consumer satisfaction, marketers are using various appropriate
methodologies to gauge the level of customer satisfaction not by just mere figures and diagrams but a comparative
systematic analysis of all competitors in a given environment. Marketers have to be agile and responsive to the
needs of the consumers. This research paper makes an analysis of paint brands competing in Al Kharj region,
Kingdom of Saudi Arabia. In order to improve consumer satisfaction level marketers need to have a thorough
understanding of perception and expectation of consumers. This research project present an analysis of how Paint
Industries with reference to marketing and sales is performing with finding out the expectation, perception, and
satisfaction level of consumer and makes a comparison with various paint players performance in Al Kharj region.
The study suggested some strategies for various paint companies so that they can achieve brand leadership and
strengthen their core competence.
Keywords:
Consumers, Expectations, Perceptions, Satisfactions, Quality, Paint Industry
1. Introduction
Saudi Arabia is a developing country in the Middle
East and has an oil-based strong economy. Kingdom
of Saudi Arabia is focusing on encouraging private
organization to invest, grow, expand, their respective
business which enables employment generation to
Saudis. This present study is conducted at Al Kharj
region. Al-Kharj city is located in central of Saudi
Arabia, which is approximately 100 km from Riyadh,
the capital of Kingdom of Saudi Arabia. Al Kharj
region is mostly an agriculture belt which produces
dates, vegetables and fruits. Industries for processed
food and dairy products are manufactured famous
brands are Almarai, Al Safi etc. in Al Kharj. Al Kharj
has a prestigious University named as “Salman bin
Abdulaziz University, Al Kharj”.
The total paint business in Saudi Arabia is more than
SAR 5 billion. The paint industry is growing rapidly
due to construction, expansion of urban area,
development of rural area etc. Need for an effective
marketing strategy which focuses on customer
satisfaction, perception and expectation rethinking
beyond use of paint like providing paint solutions to
the customers.
Paint is not just mere product to protect walls and
decorate but depicts the living standard, moods, flair
of consumers ‘Beauty and protection’ concept. This
research study has been conducted to specifically
make an analysis of paint consumer satisfaction,
perception and expectation.
Following are the paints brands available at Al Kharj,
Kingdom of Saudi Arabia which has been analyzed
in present research study:
Al-Jazeera Paints: Al-Jazeera Paints Company was
established in 1979 in Riyadh, Kingdom of Saudi
Arabia. Company is produces a diverse array of
quality of products. The company covers all areas in
the Kingdom with showrooms & technical support.
Jotun Paints: Jotun Paints was established in 1926
in Sandefjord, Norway. The industry holds ninth rank
globally. Headquarter of Jotun paint is in Sandefjord.
Regional headquarters are at Norway, Malaysia,
Dubai and China etc.
Sigma Paints: Sigma Paints was founded in
Dammam in 1981 by an association of eminent Saudi
businessmen in cooperation with Sigma Kalon.
Hempel Paints: Largest producer and seller in the
world is Hempel which brings decorative, protective,
marine, container and yacht markets. Hempel works
with many leading companies in Saudi Arabia.
2. Literature Review
In Today’s business fulfilling the demand and wants
of customer is not customer satisfaction. Exceeding
the expectation of customers in its products and
services is customer satisfaction. Customer
satisfaction has been redefined and it is a must for a
company to grow and prosper.
As per Parker and Mathew (2001) “there are two
basic definitional approaches of the concept of
customer satisfaction”. In 1983 Westbrook and
Vol.2 (3). pp: 107-119
Reilly proposed “the value-percept theory” which
defines satisfaction as an emotional response caused
by a cognitive-evaluative process, which is the
comparison of the product or service to one's values
rather than an expectation.
Fisk and Young (1985); Swan and Oliver (1985)
proposed “the equity theory” that is individuals
compare their input and output ratios with those of
others and feel equitable treated. According to
Kumar R & Barani (2012) “tangibles, reliability,
responsiveness, competence, credibility, accessibility
and customer knowledge are positively related to
customer satisfaction”.
Parasuraman, Zeithaml and Berry (1988) established
“multiple-item scale for measuring service quality,
known as SERVQUAL”. SERVQUAL is a tool
which measures perceived quality and expectation
and does analysis of the gap performance. It is an
effective tool to measure consumer behavior.
According to the Namkung (2008) “Customer
satisfaction is critically important”, because it reflects
subjective customer evaluations of the attribute
performance associated with the consumption
experience. As per Hallowell (1996) “the customer
satisfaction is the result of a customer’s perception of
the value received”.
The term customer perception in layman language is
how the customers visualizes, feel, sees products and
services.
William & Prabakar (2012) stated that “the customer
perception of retail service quality is an important
segment to the emerging and the existing retailers in
the market”. Retail service quality is a dynamic
chemistry of gelling customer expectation with
meeting customer requirement from the retail
perspective. A fight between winning the hearts of
customers and defeating competitors
Olshavsky and Miller (1972), and Olson and Dover
(1979) developed “the assimilation theory”. The
Assimilation effect occurs when the difference
between expectations and quality is too small to be
perceived increasing with expectations.
Customer expectation is just not confined to better
delivery, better services, better customer relationship
but also improving the perception and image of the
total ambience of marketing process. In 1993
Zeithaml et al. identified “major antecedents of
consumer expectations of services”. According to the
Bitner (1990) and Parasuraman et al. (1985) “the
consumer expectations prior to a service encounter
impact customers’ evaluation of service performance
and customer satisfaction”.
Customer expectation, perception and satisfaction are
all nucleus of creating a customer centric
environment which will surely bring long term
relationship and long term loyalty from the
customers.
3. Objective of the study
Following are the objectives of this research paper:
 To make an analysis of perception, satisfaction,
expectation level of customers in Al Kharj region
 To make comparative analysis of various
variables in paint marketing.
 To make an overview analysis of present and
future marketing trend and understand the
present status of the paint industry
 The impact and influence of customer service in
paint marketing.
 To make an effective channel of distribution,
sales department supporting marketing.
3.1 Research Significance:
The research significances are as follows:
 Enable in making an effective marketing strategy
for various paint companies.
 Able
to
Map
Strengths,
Weaknesses,
Opportunities and Threats in paint industry with
reference to marketing and sales.
 To suggest print advertisement slogans.
 To devise strategies for product differential
segment for end consumer.
 Review distribution strategy in support of
sales/marketing.
 Understand the buying behavior of consumer.
 Chalk strategies to improve sales and build
reputation.
4. Research Methodology
The questionnaires developed by Researchers for
collecting information. It is purely on primary data,
analysis through questionnaires and interviews.
Sampling Area - The study conducted on the
following respondents i.e. the consumers, in Al Kharj
Region.
Population: All the consumers using the Paints in Al
Kharj Region.
Sample size: The research focused on the
participants who are willing to participate.
Sampling Design: The sample is designed by the
convenience sampling method. Sample of customers
are taken from end consumer.
Interview and questionnaire techniques are used for
getting information. Respondents are contacted by
research investigators directly to conduct the
interview and filling the questionnaire.
After completion of data collection, we used the
appropriate statistical techniques like graphical
presentations, descriptive statistics for analyzing the
data.
Vol.2 (3). pp: 107-119
5. Result and Findings
5.1. Demographic Profiling of Respondents
Table 1. Demographic Profiling of Respondents
S. No
1
2
3
Demographics
Percentage
≤ 30 years
42
42.0
30 - 40 years
27
27.0
40 - 50 years
19
19.0
≥ 50 years
12
12.0
Urban
72
72.0
Rural
28
28.0
School
44
44.0
Graduation
35
35.0
Post-Graduation
10
10.0
Professional
2
2.0
Others
9
9.0
≤ 5000
44
44.0
38
38.0
13
13.0
≥ 2000
5
5.0
Employee
51
51.0
Businessmen
11
11.0
Professional
11
11.0
Others
27
27.0
Age
Location
Qualification
Income per month (in SAR)
4
5
Frequency
5000-10,000
10,000-20,000
Occupation
Vol.2 (3). pp: 107-119
5.1.1. Graphical Presentation of Demographic Data
12%
42%
19%
27%
5000-10,000
38%
10,000-20,000
≥ 2000
≥ 50 years
Figure 1: Age group of respondents
Figure 4: Income per month of respondents
28%
72%
51%
Rural
Figure 5: Occupation of respondents
School
Graduation
Post-Graduation
35%
Professional
Others
igure 2: Places of respondents
44%
Businessmen
11%
11%
9%
Employee
27%
Urban
2%
≤ 5000
44%
30 - 40 years
40 - 50 years
10%
5%
13%
≤ 30 years
Professional
Others
Figure 3: Qualification of respondents
The aforementioned table and figures illustrates that
the majority age group of customers less than or
equal to 30 years. Respondents are mostly from urban
area. Mostly respondents are having school level
qualification. Most of the respondents income level is
less than or equal to SAR 5000 which depicts middle
income group. Respondents were mostly employee at
various organizations.
5.1.2. Awareness level of Paint Brands
Table 2. Awareness level of Paint Brands
%
Brands of paints
No. of Respondents
Al Jazeera
40
40.0
Jotun
25
25.0
Sigma
7
7.0
Hempel
18
18.0
Others
10
10.0
No. of Respondents
40
25
18
7
10
Al Jazeera Jotun
Sigma
Hempel
Others
Figure 6. Awareness level of Paint Brands
The above table 2 and figure 6 shows that the top of
the mind recall is enjoyed by Al Jazeera paint
followed by Jotun and Hempel respectively.
Vol.2 (3). pp: 107-119
5.1.3. Consumption Brand Wise
Table 3. Consumption Brand Wise
No. of Respondents
Brands of paints
No. of
Respondents
%
43
43.0
Al Jazeera
43
31
Jotun
31
31.0
17
Sigma
9
9
9.0
0
Hempel
17
17.0
Others
0
0.0
Al
Jazeera
Jotun
Sigma
Hempel
Others
Figure 7. Consumption Brand Wise
The above table 3 and figure 7 illustrate that the
normally high brand awareness outputs high brand
sales (well aligned) and this is what depicts in this
finding.
5.2. Satisfaction level of Consumers through Various Variables Present in Paints
Variables
Table 4. Satisfaction level of Consumers (In percentage)
Excellent
Good
Neutral
Bad
Very Bad
Customized Product
75
20
5
0
0
Quality
54
35
10
1
0
Price / Value
36
31
24
7
2
Easy to use
40
37
20
3
0
Easily Available
51
32
15
1
1
Wide range of colors with catalogue
49
32
14
5
0
Dealer recommendation
31
32
24
9
4
High Advertisement
26
34
32
7
1
Painter and Contractor recommendation
30
36
25
6
3
Packaging
32
34
25
7
2
Brand Image
40
25
26
8
1
Technical service available
36
28
22
11
3
Customer service / relationship
39
26
23
7
5
Social Responsibility
30
31
27
6
6
Vol.2 (3). pp: 107-119
80
70
60
50
40
Excellent
30
Good
20
Neutral
10
Bad
0
Very Bad
Figure 8. Satisfaction level of Consumers
It is observed from aforementioned table 4 and figure
8 that the consumer needs specific paint color,
features, sizes, quality, finish etc. Customer always
prefers quality in any respect. Service level, customer
service etc. is very much focused by the companies.
If a consumer is using a particular paint code till the
work is not complete the same paint should be
Items
available all time and every time. Paint in layman
symbolizes attractive color. More variety means lot
of shades and different finishes. Easy to use, brand
image of the brand, customer service and relationship
supplements the major factors in influencing brand
choice.
Table 5. Descriptive Statistics of Satisfaction level of Consumers
Mean
Std. Deviation
t
df
Sig. (2-tailed)
Customized Product
1.30
0.56
23.23
99
.000
Quality
1.58
0.71
22.15
99
.000
Price / Value
2.08
1.03
20.16
99
.000
Easy to use
1.86
0.84
22.11
99
.000
Easily Available
1.69
0.84
20.19
99
.000
Wide range of colors with catalogue
1.75
0.88
19.88
99
.000
Dealer recommendation
2.23
1.11
20.11
99
.000
High Advertisement
2.23
0.95
23.43
99
.000
Painter and Contractor recommendation
2.16
1.02
21.13
99
.000
Packaging
2.13
1.01
21.06
99
.000
Brand Image
2.05
1.04
19.74
99
.000
Technical service available
2.17
1.13
19.23
99
.000
Customer service / relationship
2.13
1.16
18.36
99
.000
Social Responsibility
2.27
1.14
19.99
99
.000
Vol.2 (3). pp: 107-119
Table 5 shows the mean scores, standard deviation
and t-values. It is evident from the table 5 that all the
statements are significantly different from test value
(test value=0).
5.3. Brand Perception in Paints
Table 6. Brand Perception in Paints (In percentage)
Al Jazeera
Jotun
Features
Sigma
Hempel
Others
Good Quality / Durability
58
23
6
12
1
Price with Value
40
29
13
15
3
Easy to use
49
27
11
12
1
Easy to Available
53
23
8
14
2
Wide range of colors with catalogue
54
16
13
13
4
Most Popular Brand
48
24
10
13
5
Dealer recommendation
39
27
14
13
7
High Advertisement
44
32
7
9
8
Painter and Contractor recommendation
38
37
9
9
7
Packaging
42
30
15
11
2
Brand Image
37
33
14
13
3
Technical service available
47
22
15
12
4
Customer Service / relationship
49
25
9
11
6
Social Responsibility
54
20
10
9
7
60
50
40
30
Al Jazeera
20
Jotun
Sigma
10
Hempel
Others
0
Figure 9. Brand Perception in Paints
Table 6 and figure 9 illustrate that overall customer
perceives good quality/durability, best value for the
price, easy to use, availability, wide range of colors;
brand image etc. is all in Al Jazeera brand, so brand
perception is very high of Al Jazeera brand.
Vol.2 (3). pp: 107-119
Table 7. Descriptive Statistics of Brand Perception in Paints
Features
Mean
1.75
Std. Deviation
1.08
t
16.26
df
Sig. (2-tailed)
99
.000
Price with Value
2.12
1.18
17.92
99
.000
Easy to use
1.89
1.08
17.48
99
.000
Easy to Available
1.89
1.16
16.26
99
.000
Wide range of colors with catalogue
1.97
1.25
15.75
99
.000
Most Popular Brand
2.03
1.25
16.23
99
.000
Dealer recommendation
2.22
1.28
17.29
99
.000
High Advertisement
2.05
1.27
16.19
99
.000
Painter and Contractor recommendation
2.10
1.21
17.35
99
.000
Packaging
2.01
1.10
18.33
99
.000
Brand Image
2.12
1.14
18.60
99
.000
Technical service available
2.04
1.21
16.81
99
.000
Customer Service / relationship
2.00
1.26
15.93
99
.000
Social Responsibility
1.95
1.28
15.21
99
.000
Good Quality / Durability
Table 7 shows the mean scores, standard deviation
and t-values. It is evident from the table 7 that all the
statements are significantly different from test value
(test value=0).
5.4. Expectations of Consumer in Deciding a Brand Purchase
Table8. Expectations of Consumer in Deciding a Brand Purchase (In percentage)
Features
Quality / Durability
Price with Value
Easy to use
Easy to Available
Wide range of colors with catalogue
Most Popular brand
Dealer recommendation
High Advertisement
Painter and Contractor recommendation
Packaging
Brand Image
Technical service available
Customer Service / relationship
Social Responsibility
Highest Priority
Priority
Neutral
Low Priority
Lowest Priority
73
13
13
1
0
49
24
26
1
0
48
18
32
2
0
42
24
25
9
0
41
29
22
6
2
38
30
28
4
0
32
31
33
3
1
33
28
34
5
0
25
30
36
7
2
32
27
32
6
3
25
25
40
8
2
34
22
32
12
0
31
25
30
13
1
34
15
38
6
7
Vol.2 (3). pp: 107-119
80
70
60
50
40
Highest Priority
30
Priority
20
Neutral
10
Low Priority
Lowest Priority
0
Figure10. Expectations of Consumer in Deciding a Brand Purchase
The results of table 8 and figure 10 highlighted that
there is a very strong relationship between variables
preferred by consumer in respect to satisfaction and
expectation level. As a marketing strategy marketer
has to give top priority on quality, durability,
Features
competitive pricing, easy to use, wide range of color,
brand image in order to be a preferred brand etc. It is
a continuous process of improvement, innovation and
customer satisfaction.
Table 9. Descriptive Statistics of Expectations of Consumer in Deciding a Brand Purchase
Mean
Std. Deviation
t
df
Sig. (2-tailed)
Quality / Durability
1.42
0.75
18.82
99
.000
Price with Value
1.79
0.87
20.62
99
.000
Easy to use
1.88
0.94
20.11
99
.000
Easy to Available
2.01
1.02
19.71
99
.000
Wide range of colors with catalogue
1.99
1.03
19.32
99
.000
Most Popular brand
1.98
0.91
21.76
99
.000
Dealer recommendation
2.10
0.93
22.66
99
.000
High Advertisement
2.11
0.93
22.67
99
.000
Painter and Contractor recommendation
2.31
0.99
23.29
99
.000
Packaging
2.21
1.06
20.91
99
.000
Brand Image
2.37
1.01
23.43
99
.000
Technical service available
2.22
1.05
21.14
99
.000
Customer Service / relationship
2.28
1.07
21.23
99
.000
Social Responsibility
2.37
1.21
19.56
99
.000
Table 9 shows the mean scores, standard deviation
and t-values. It is evident from the table 9 that all the
statements are significantly different from test value
(test value=0).
Vol.2 (3). pp: 107-119
5.5.1. Most Preferred Paint Brand
Table 10. Most Preferred Paint Brand
No. of
Respondents
%
Al Jazeera
39
39.0
Jotun
20
20.0
Brands of paints
No. of Respondents
39
24
Sigma
5
20
5.0
12
Hempel
12
12.0
Others
24
24.0
5
Al
Jazeera
Jotun
Sigma
Hempel
Others
Figure 11. Most Preferred Paint Brand
From table 10 and figure 11 it is concluded that Al
Jazeera paints tops as a brand leader. There is a
strong relationship between preferred brands with the
variables prioritized by the consumers brand
perception in paints. There is indeed a strong
correlation between preferred variable in expectation,
perception and satisfaction put forth into the
preferred brand.
5.5.2.Consumers Consumption Pattern
Table11. Consumers Consumption Pattern
No. of Respondents
When
< 3 months
No. of
Respondents
%
20
20.0
35
28
3 months – 1 year
35
35.0
20
17
1 year – 2 years
28
28.0
2 years – 3 years
17
17.0
0
> 3 years
0
0.0
< 3
3
1 year – 2 years
months months 2 years
–3
– 1 year
years
>3
years
Figure 12. Consumers Consumption Pattern
It appears from table 11 and figure 12 that most of
the respondents are familiar with the paint buying
process directly or indirectly. It depicts respondents
are well aware of paint product and various brands.
Vol.2 (3). pp: 107-119
5.5.3. Decision taken in buying a specific brand
Table 12. Decision taken in buying a specific brand
No. of
Respondents
%
Self
47
47.0
Wife
19
19.0
Children
7
7.0
Who
No. of Respondents
47
19
7
Dealer
5
5.0
Painter / Contractor
9
9.0
Others
13
13.0
5
9
13
Figure 13. Decision taken in buying a specific brand
Table 12 and figure13 shows that in Commodity,
consumer buying process traditionally the decision
maker is the head of the family, supplement by the
wife occasionally. Painters, contractors, dealers
principally influences in the buying process.
6. Recommendation / Strategies
The following are the recommendations / Strategies:
 Paint brands should focus on improving their
credibility in the eyes of customers by exceeding
customer expectation in quality service, technical
support etc.
 Paint industries should create a data bank of past
and existing consumers and communicate
regularly to make them believe the company
cares and wants to keep a long term relationship
for building brand loyalty.
 Regular e-surveys should be conducted by the
companies to understand the expectations of
consumers’ needs and wants of paint as they may
change with due to course of time.
 Paint Industries should make a micro list of
variables or characteristics on preferred ranking
basis-region wise and then integrate it to be one
list on a macro level at a global or region wise.
 Innovation plays a very vital role in
differentiating the brands with its competitors.
Henceforth organization should invest in
research and development in order to improve,
modify the existing product. Companies which
foresee the trend and capitalise will have an
added advantage.
 Improving customer service is very important.
Paint traditionally was categorised as a






commodity but lately it is quasi blend of a
consumer as well as a commodity. The
transitioning phase should be well read by the
company in order to be a learning organization.
Distribution resource planning with the support
of enterprise resource planning will support
organization to optimize resources, improve
visibility, and improve service level, effective
inventory control which will overall reduce
supply chain cost.
Paint Industries need to continuously improve
their brand equity by adjusting or reforming
marketing strategies as per the need of the
specific market.
Environment Scanning is essential to understand
internal as well as external variables in order to
recognise strength, weakness, opportunity and
threat of the organization.
Due to advancement of technology. Social
media is becoming an effective tool like voice of
customers, word of mouth etc. are becoming
strong points for consumers. Promotion mix of
the company should be a blend of various
advertisement tools and methods.
Paint Industry should create awareness of
environment sustainability. Green marketing
should be more emphasized by creating an image
which will be supporting the company to be
called as social responsible company.
Marketing can be further deliberated in adopting
viral marketing concept like e awareness, eordering, e-survey, e-marketing etc.
Vol.2 (3). pp: 107-119
7. Conclusion
A collaborative approach between paint industry,
paint supplier, dealers, and consumers will create a
customer focused environment by reducing cost and
improving customer service through aligning
company’s vision, goals and objectives. Strategic
alliance and synergy should be explored for possible
opportunities at national or global level in order to
gain a competitive advantage. Paint industry is very
well transitioning from commodity marketing to
consumer marketing, company which is responsive
and agile will reap the fruit of success. Future of
paint industry in AlKharj region is very bright due to
high level of development in the areas of infrastructure
like
education,
industrialization,
highway/roads, housing, sports/recreation, hospitals,
agriculture etc. development.
[7]
8. Acknowledgement
This present research is a part of research project
funded by Deanship of Scientific Research, Salman
bin Abdulaziz University, Kingdom of Saudi Arabia.
Researchers are grateful to the Deanship of Scientific
Research , Salman bin Abdulaziz University,
Kingdom of Saudi Arabia for financial support in
completing this work.
[11]
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