Question

Topic: Student Questions

Consumer Perception:home Wall Painting To Fashion

Posted by b13062 on 11/7/2014 at 7:40 PM ET 125 Points
(India) How can a marketer change the perception of buyers regarding feature wall (the primary wall which grabs attention in any room of the house) painting to that of fashion? How can they communicate the message that feature wall painting needs to be changed regularly say in 6 months to portray their fashion tastes? This is especially difficult because people tend to perceive paints as a durable category and do not change them in 2-3 years. So I am facing a challenge in this b-school project of mine...
The main decision maker for feature walls is the women of the house.
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RESPONSES

  • Posted by Jay Hamilton-Roth on 11/7/2014 at 8:16 PM Accepted
    You don't tell, you show. Give examples of feature wall evolution - with different scenarios (party, day-to-day, etc.). Perhaps you could make the argument that paint is the cheapest way to change your fashion - much cheaper than any hardware changes in the home.
  • Posted by b13062 on 11/7/2014 at 8:44 PM Author
    Thanks for the reply!
    Well yes, scenarios is a good point.
    But won't this only spark an interest (& maybe desire) in the fashion element but not the action to go through with the purchase decision (& that too frequently since it is now supposed to be fashion)?
    The big barrier- the hassle of it all still remains. And isn't painting more expensive than maybe some hardware changes like furniture etc.?
  • Posted by Gary Bloomer on 11/8/2014 at 8:10 AM Accepted
    I'm more of a purest on issues likes this, so rather than paint the wall every six months (which is a HUGE pain in the ass for several reasons: cost, mess, hassle), it may be better (and potentially, more lucrative from a profit point of view) to change what's ON the wall (perhaps through a rental agreement, which then cuts out the need for clients to store things). This can be done more cost effectively and with less mess and fuss than painting by changing lighting effects, and by changing or rearranging artwork on the wall or by re draping draped fabrics suspended from the ceiling.
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