1.
Manali Sudra
– Student, Master of Business Administration, Chimanbhai Institute of Management and Research, Sardar Vallabhbhai Global University, Ahmedabad, Gujarat, India.
2.
Ishita Garg
– Assistant Professor, Chimanbhai Institute of Management and Research, Sardar Vallabhbhai Global University, Ahmedabad, Gujarat, India.
Abstract
Epoxy-based products are widely used in construction and interior work due to their strength, durability and long-lasting performance. As their use increases, it is crucial to understand the factors that affect buyers in the selection of these products. This research is focused on epoxy products such as waterproofing solutions, adhesives, tile grout and resin materials. Data were collected from 182 respondents, including contractors, retailers, interior designers and homeowners. A structured questionnaire was used. The responses were analysed using descriptive statistics and Exploratory Factor Analysis (EFA). The results show that the buyers attach more importance to product quality, durability and reliable performance than price. Buying decisions are also driven by trust in the brand, contractor and retailer recommendations, customer reviews and digital platforms. The study recommends that companies should concentrate on offering quality products, creating customer trust and enhancing communication with buyers to solidify their position in the epoxy products market.
Keywords Purchase Decision, Brand Trust, Epoxy Products, Consumer Behaviour and Market Influence
