What is the value of PCRP information to my company?
A paint manufacturer or raw material supplier may ask, “why is this information valuable to my company? Our goal is simply to sell as much paint as possible, and, in any event, we are aware of how much paint we are shipping.” In a competitive marketplace, a company s performance is influenced by three major players: the company itself, other companies that compete with that company, and consumer-purchasers. In analyzing the coatings market, paint manufacturer s recognize that their competition includes not only other coatings manufacturers, but also those companies selling competing wall coverings, such as wall paper, paneling, etc. A paint manufacturer who fails to obtain the best information on which consumers are buying his product, how much they actually are paying, and what is simultaneously happening with his direct competitors products, is operating in the dark. Successful companies understand that information gained through market research isn t just “nice to know.” Such inform
