Chile. A study by Penta Research reveals that southern citizens consume less than a quarter of paintings compared to developed countries. Paint sales through hardware stores and specialty stores are at 18%. Meanwhile, direct sales represent more than 80% of the total.
Divided by sectors, the decorative paints sector reaches 24 million gallons per year. In 2010, Ceresita was at the head of the local market with 38%, followed by Tricolor with 20%.
In sales of industrial paint, Ceresita and Sherwin Williams stand out again, companies that share similar figures (22% of the total market) of a market that in total represents a consumption of 36 million gallons per year.
The Chilean public assures that the price occupies the third position in variables taken into account before acquiring a product, since it is surpassed by aspects such as its performance and durability.
The report also indicates that 43% of medium-sized construction companies and 72% of small ones are the main customers of paint companies, in addition to buying and applying the product. Large construction companies do not register a considerable representation, in addition they only use 6% of decorative paints in the professional field.
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