Abstract

This study investigates the dynamics shaping brand preference for Nippon products within a competitive market. The research objectives include identifying competitor brands, examining factors influencing brand preference among retailers, painters, and engineers, and analyzing brand movement patterns in retail outlets. A descriptive research design was adopted, utilizing both primary data collected through structured surveys and secondary data from company websites, journals, and magazines. The study employed a structured questionnaire based on the Consumer Research Model and Conceptual Model to gather primary data from 134 respondents, comprising engineers and painters, selected using convenience sampling. Data analysis was conducted using regression analysis, pie charts, bar charts, and weighted averages. The findings provide critical insights into the factors driving brand preference, offering implications for market strategies in competitive environments.