GfK Romania's annual study dedicated to the paint market at its seventh edition shows that 76% of Romanians living in the urban area prefer to paint themselves or together with another family member and friend and only 24% turn to a professional painter.
Analyzing genres, in the first category are mostly men, while women require a professional's help. Paints are usually bought with a family member (in 47% of cases) or alone (41%).
In 10% of cases, the hired worker is directly involved in the acquisition process.
Almost 7 out of 10 Romans buy paint in DIY stores, chosen especially for the price and variety of the range of paints and brands, warehouses of building materials are preferred by 18%, and specialized stores near the house (metal-chemical type ) of 12%.
The most common color is white and is used for all types of rooms.
However, colored paint is more used for the child's room, bedroom and living room, while white is preferred for bathrooms and kitchens. 46% of consumers used white paint, 26% color paint, and 28% both white and colored paint. 71% of those who painted the previous year painted the kitchen and 60% other rooms in the apartment.
The most difficult activities in the house renovation process are the after-cleaning (47%), the covering of the furniture and the flooring (42%), the preparation of the surfaces for painting (36%), the application of the putty on the walls (31%). Brand loyalty has fallen from 56% in 2015 to 52% in 2018.
46% of those who renovate would change the brand if the searched is not available and the same percentage decides which brand to buy directly in stores. The strongest sources of influence are friends and family (51%), the painter (47%) and the seller (45%). Of the communication channels, TV is the most influential.