Residential Paint Survey: Report & Recommendations November 00
Contents OVERVIEW...1 TELEPHONE SURVEY... FREQUENCY OF PURCHASING PAINT... AMOUNT PURCHASED... ASSISTANCE RECEIVED... PRE-PURCHASE BEHAVIORS... PRE-PURCHASE CONSIDERATIONS... PAINT ATTITUDES... SEGMENTATION... CONTRACTORS... LEFTOVER PAINT... RECOMMENDATIONS... SUMMARY...
Survey Report Analysis of differences between those who completed the full survey and those who completed the refusal survey revealed that they differed in the amount of paint they had left over from their last project as well as their education levels. OVERVIEW In August and September of 00 a telephone survey was con duct ed with a random sample of City of Portland, Maine households. The goal was to identify attitudes and behaviors related to the appropriate purchase and management of household paint. Portland was selected as the survey community with the hope that its residents would not be suffering from the "survey fatigue" that residents of many larger U.S. cities are experiencing. How does Portland compare to the general U.S. population? Portland residents are similar in age to the overall population, are more likely to be white (1% versus %), have a slightly smaller family size (. versus.1), are better educated (% have graduated from high school versus 0%), and have a lower median family income ($, versus $0,0). In total 10 full surveys were completed, with a participation rate of %. This participation rate is comparable with the rates that are being received in other surveys of this nature. This survey is accurate 1 times out of 0, with a margin of error of plus or minus %. Of those in di vid u als who wished not to par tic i pate, completed a refusal survey. The full survey included questions that explored past behaviors regarding paint purchases, attitudes toward purchasing paint, and paint management behaviors. Analysis of differences between the respondents who completed the full survey and those who completed the refusal survey revealed that while they did not differ with regard to their desire to have paint leftover for touch-ups or their preference to purchase too much paint rather than go back to the store, they did differ in the amount of paint they reported having leftover from their last paint project and in their education levels. Those who completed the refusal survey reported having on average more paint leftover (just less than -0%) compared to the respondents who completed the full survey (just slightly more than -0% leftover). In addition, those who completed the full survey reported higher levels of education (just less than "some university") than the refusal participants who reported on average between "some col- or technical" and lege having "graduated college or technical." City of Portland residents who had not painted some portion of their home in the last five years were screened out from par tic i - pat ing in the survey. Of those who qualified and completed the full survey, an equal percentage were male and female. Respondents re port ed on average being between 1-0 and 1-0 years of age. The majority of res i dents lived in single-detached houses (%) that they owned (1%). The average household income before taxes was between "$,001 - $,000" and "$,001 - $,000." PAGE 1
Survey Report Of those who received assistance when they purchased paint, only 1% reported receiving help with determining the amount of paint to purchase. TELEPHONE SURVEY Survey participants were randomly selected from the Portland, Maine telephone book. The survey took approximately ten minutes to complete and was composed almost entirely of closed-ended questions that were answered on six-point scales. FREQUENCY OF PURCHASING PAINT The survey began by asking respondents to estimate how many times in the last five years someone in their home had purchased paint. On average, participants indicated that they had purchased paint. times over this period. When asked about their most recent purchase, % reported that it was for an interior project, % said that it was for an exterior project and 1% noted that it was for both. Thirty-nine percent of these purchases were from large hardware stores, % were from paint stores, and % were from small hardware stores. Very few reported using leftover paint (1%) or being given the paint (1%). Note that respondents were read each of the response categories. As a consequence, it is unlikely that the low percentage of households reporting using leftover paint or being given paint is an artifact of asking them about their most recent "purchase." When asked to estimate the amount of paint purchased when they first went to the store, far more respondents indicated that they purchased too much rather than too little. In fact, as shown below, only 0% indicated that they purchased too little paint. ASSISTANCE RECEIVED Interestingly, just over half (%) of respondents reported that they received assistance from a clerk prior to their purchase. The likeli- CHART: ASSISTANCE RECEIVED painting instructions shaking paint tinting paint determining amount 1 0 What type of assistance did you receive? AMOUNT PURCHASED CHART: AMOUNT PURCHASED selecting brand don't remember 1% or greater 0 10 0 0 0 1-0% more -0% more -0% more 0-10% more 1-10% less -0% less -0% less 1-0% less 0 1 1 1 Which of the following best estimates the amount of paint that you purchased when you first went to the store? hood of receiving assistance did not differ statistically between large hardware stores, small hardware stores and paint stores. Relative to store-based assistance, a much smaller percentage received assistance from a contractor (%) or interior designer (%). Of those who reported receiving assistance, only 1% reported receiving help with determining the amount to purchase. 1-0% less PAGE 0 10 0 0 0
Residential Paint Survey PRE-PURCHASE BEHAVIORS As can be seen in the following chart, a near majority of respondents indicated that they were "not at all likely" to measure prior to purchasing paint. More specifically, fully % of participants indicated that they were not at all likely to measure the area to be painted with a tape measure. Similarly, 1% indicated that they were not at all likely to roughly measure the area to be painted by pacing it off or using some other method. Finally, % noted that they were not at all likely to subtract the area of the doors and windows that do not need to be painted when determining the amount of paint to be purchased. When combined with those respondents who indicated "very little likelihood" of engaging in pre-purchase measurements, it is clear that a majority of participants are not engaging CHART: PRE-PURCHASE MEASUREMENTS in behaviors that would allow them to more accurately gauge the amount of paint that they need to purchase. So what do they do? Thirty-nine percent report that most of the time they simply guess (combination of "moderately likely" and "very likely"). PRE-PURCHASE CONSIDERATIONS While relatively few homeowners measure prior to purchasing paint, many nonetheless report a high likelihood of considering a variety of factors that influence the amount of paint that needs to be purchased. Fully % report being moderately or very likely to consider the brand or quality of paint being purchased, % consider the number of coats needed, and % consider what they will use to apply the paint (e.g., roller or brush). Regarding preparation of the surface CHART: PRE-PURCHASE CONSIDERATIONS Nearly half of all respondents reported that they do not measure prior to purchasing paint. Very Likely 1 1 Very Likely 1 10 1 1 1 10 10 1 1 1 Subtract the area of doors and windows that do not need to be painted Guess the measurements of the area to be painted Roughly measure the area to be painted by pacing it off or use some similar method Measure the area to be painted with a tape measure 1 0 Consider the brand or quality of paint being purchased Consider the number of coats that are likely to be needed Consider what you will be using to apply the paint, such as a roller or brush Consider the amount of preparation that will be needed prior to painting Thirty-nine percent report that most of the time they simply guess the amount of paint that they need. Not at All Likely 1 Not at All Likely 1 Consider the condition of the surface to be painted (new surface, previously painted, etc.) 0 10 0 0 0 0 0 10 0 0 0 0 0 PAGE
Survey Report Sixty-four percent reported being moderately or very likely to purchase additional paint for touch ups. Distressingly, systematically or roughly measuring were only weakly related to having less paint leftover. PAGE to be painted, % consider the amount of preparation needed, while % consider the condition of the surface to be painted. Distressingly, systematically or roughly measuring were only weakly related to having less paint leftover. Participants were also asked whether they purposely bought more than needed so that there would be paint leftover for touch ups. As shown in the next chart, % reported being moderately or very likely to purchase additional paint for touch ups. While a majority purchase additional paint for touch ups, few CHART: SEVERAL COLORS & TOUCH UPS Very Likely Not at All Likely 10 1 1 1 purchase more than one color to determine which looks best. Only 1% indicated that they were moderately or very likely to do this. PAINT ATTITUDES Participants were asked the extent to which they agreed with a variety of statements. For each of the following items the percentage reported represents the combination of the percentage of respondents who reported moderate or strong agreement. As demonstrated in the following chart, only % report that it is important to protect the environment by purchasing only what you need when painting. Since actions to protect the Purchase small amounts of several colors to determine which color looks best Buy enough so that there will be paint left over for touchups 0 10 0 0 0 0 0 environment frequently received very strong attitudinal support, the weak response to this item suggests that most respondents do not see paint as harmful to the environment. Interestingly, a relatively small percentage view taking paint to a management facility as inconvenient (%). Also of interest is that very few respondents appear to be motivated by savings. Only 1% indicated that to CHART: PAINT ATTITUDES Strongly Agree Strongly Disagree 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 0 1 1 1 0 0 0 0 0 0 0 100 reduce costs they tried to purchase just the amount needed. Storage of leftover paint is a concern for nearly 0% of participants, while % report that retail clerks encourage the purchase of more paint than is needed. Nearly two-thirds of respondents indicate that they would rather purchase too much paint than go back to the store to purchase more. Similarly, % indicated that since you can rarely purchase the exact amount needed, it is better to purchase too much than too little. Relatedly, It is important to protect the environment by purchasing only what you need when painting It is inconvenient to take leftover paint to a disposal facility To reduce costs I try to purchase just the amount of paint that is needed I have little space to store leftover paint Retail clerks encourage purchasing more paint than is needed I d rather purchase too much paint than have to go back to the store to purchase more Since you can rarely purchase the exact amount of paint that you need, it is better to buy too much than too little It is difficult to color match paint I like having paint left over for touchups Paint is cheaper when purchased by the gallon than by the quart
Residential Paint Survey % reported that they like having paint leftover for touch ups. Finally, 0% indicated that paint is cheaper to purchase by the gallon than by the quart. Relatively few agreed that it was difficult to color match paint (%). SEGMENTATION Respondents were asked who presently does, or would be most likely to do, several activities. As can be seen in the following chart, marked differences exist in who performs each of the activities. Male homeowners are more likely than female homeowners to take measurements of an area to be painted (0% versus 1%, respectively), but are statistically equally likely to purchase paint (% versus %) and to do interior painting (% versus %). However, when it comes to exterior painting men are far more likely CHART: WHO DOES THE ACTIVITY Contractor Joint Female 1 10 1 1 0 Takes paint to a collection facility Stores leftover paint Does exterior painting Does interior painting Purchases the paint Makes measurements of the area to be painted (%) than women (%) to be the painters. Notably, contractors are much more likely to be involved with exterior (%) than interior painting (%). Finally, male homeowners are far more likely to be involved in storing paint (%) than women (%), and in taking it to a collection facility (% versus 1%, respectively). CONTRACTORS Slightly fewer than one-third of respondents indicated that they had painting done by a contractor in the last five years. Of those who had work done by a contractor, 1% reported that it was for an interior project, % for an exterior project, and % state that it was for both an interior and exterior project. Note that these percentages are more reliable than those reported in the previous section as they are based upon actual hiring of a contractor, whereas the previous section asked about "who presently does" or would be "most likely to do" interior and exterior painting. Finally, not surprisingly, those who reported a higher family income were more likely to have hired a contractor. Respondents were also asked about the amount of paint that was purchased by the contractor. While 0% were unable to recall CHART: AMOUNT CONTRACTOR PURCHASED don't remember more than gallons between - gallons more between - gallons more 0 Which of the following best describes the amount of paint that the contractor purchased? Marked differences exist between men and women in who carries out different paint related activities. between 1- gallons more Male less than one gallon more 0 Amount needed 0 0 0 0 0 0 10 0 0 0 0 PAGE
Survey Report Only 1% of respondents reported taking paint to an HHW facility in the last three years. the amount that was left over, of those who could recall, % reported that the contractor purchased the actual amount needed, % noted that less than one gallon more than was needed was purchased, and % indicated that between 1- gallons more than was needed was purchased. LEFTOVER PAINT A large majority of participants indicated that they were not at all likely to put paint in the garbage (%) or pour it down the drain (%). What do they do with leftover paint? Clearly, the most popular option is to store it for later use, which was reported as moderately or very likely by % of respondents. Forty-two percent indicated that they were moderately or very likely to take it to an HHW collection facility. Donating it to charity, drying it and putting it the trash, and giving it to someone else were reported as much less likely (1%, 1%, and %, respectively). While % indicated that they were moderately or very likely to take leftover paint to an HHW facility, only % reported knowing the location of the facility in Portland. The City of Portland, in fact, does not provide HHW collection for its residents. Instead, the City recommends that residents take their oil-based paint to a facility in South Portland where they are charged $ per can for management. Given this lack of knowledge and the inconvenience of taking paint to a facility, it is not surprising that only 1% of respondents indicated that they had taken paint to a facility during the last three years. Further, % reported that they did not know that paint should be taken to a facility. CHART: LEFTOVER PAINT ACTIVITIES Very Likely 0 Not at All Likely 0 0 1 1 1 1 1 10 1 1 1 1 Donate it to charity, such as Habitat for Humanity Dry it and put it in the household trash Give it to someone else Take it to a HHW collection site Pour it down the drain Store it in case I need it later Put it in the garbage 0 10 0 0 0 0 0 0 0 0 100 PAGE
Residential Paint Survey RECOMMENDATIONS While there are a number of interesting findings contained in this report, several are of particular importance. Nearly half of all paint projects do not involve homeowners either systematically or roughly measuring prior to their purchase. Given the importance placed on having consumers purchase the right amount of paint, this finding is of particular interest. Broadly, there are two courses of action that can be taken to address this problem. First, campaigns can be undertaken to encourage homeowners to measure prior to purchasing paint. Encouraging this behavioral change, however, will be difficult and it is likely that even after significant expenditures the behavior of only a small percentage of painters will have been altered. If encouraging measurement is going to be difficult, what other options exist? Prior to addressing this question it is important to note that only 1% of homeowners who received assistance were helped to determine the amount to be purchased. Given that few are receiving assistance in determining the correct amount to purchase, it may be useful to develop a kiosk that would allow homeowners to determine on their own the amount of paint that they need to purchase independent of whether they receive assistance. Such a system would allow the user to select at the outset whether they had measured or not. In the case in which someone had measured, they could then enter details of their measurements, the surface condition, type of applicator they would be using, and the amount of paint that they would like to have leftover for touch ups among other details. The kiosk would then automatically determine the amount of paint needed. In contrast, when measurements had not been taken, the kiosk would provide the opportunity for homeowners to roughly calculate the amount of paint that they need using metrics. For example, if a homeowner plans to paint a child's bedroom they might use an in-store calculator that asked them to estimate how much larger than a standard bed the room was in length or width. By using common visual metrics (size of a bed, length of a sofa, etc.), it may be possible to provide more accurate estimates at the point of sale. To encourage the use of such a system, stores might provide a discount coupon that is printed only upon completing the kiosk-based calculations. While homeowners do not for the most part measure prior to purchasing paint, they do nonetheless consider a variety of other factors that influence the amount of paint to be purchased. Given this motivation, it appears that a paint calculator that was easy to use and available at the point of purchase would be useful. Finally, a kiosk-based intervention would likely be perceived by stores as providing a value-added service to customers. This survey demonstrates that reducing the cost of purchasing paint is not a significant motivator for many homeowners (only 1% reported that to reduce costs they tried to purchase just the amount needed). It may be challenging, therefore, to use financial incentives to motivate homeowners to more carefully calculate their needs. Further, only % report that it is important to protect the environment by purchasing only what you need when painting. It is possible that this number is low because respondents were simply unaware of the environmental impacts of paint. This possibility should be explored further prior to developing strategies to affect paint purchases. If homeowners are unaware of the environmental impacts of paint then it may be the case that with further education they would be motivated to more carefully calculate their needs. However, if they are already aware of the the environmental impacts, but simply are not motivated by this knowledge, other forms of motivation, such as the use of incentives may need to be explored. Finally, while taking measurements, purchasing paint and carrying out interior and exterior painting projects is a joint activity for roughly a quarter of households, overall men are far more likely to be taking measurements, carrying out exterior painting, storing paint, and taking leftover paint to a collection facility. It may also be the case that when these activities are shared, men are taking a leadership role. These results demonstrate the importance of targeting men in whatever materials are used to alter the purchase and management of paint. If they are already aware that paint is harmful, but simply are not motivated by this knowledge, other forms of motivation, such as the use of incentives may need to be explored. PAGE
Survey Report Effective strategies will need to allow consumers to accurately gauge the amount of paint needed for a project while in the store, while at the same time assuring them that there will be sufficient paint leftover for touch-ups. SUMMARY The survey's most notable findings are summarized below: Nearly all respondents purchased too much paint rather than too little; Only % received assistance from a clerk when purchasing paint, and only 1% of these respondents reported receiving help gauging the amount of paint to be purchased; A majority of respondents indicated that they neither systematically nor roughly measure the area to be painted prior to going to the store; Measuring the area to be painted was only very weakly related to purchasing less paint; Fully, % reported purchasing additional paint so that they would have leftover paint for touch-ups, and nearly two-thirds noted that they would rather purchase too much paint than go back to the store to purchase more; Only % indicated that it was important to protect the environment by purchasing only what was needed for a paint project; While men and women were equally likely to purchase paint and do interior painting, men were far more likely to measure the area to be painted, do exterior painting, store leftover paint and take paint to a collection facility; and When dealing with leftover paint, the most popular option was to store it for later use. To reduce both the environmental harm associated with over-purchasing paint and the cost of managing leftover paint, effective strategies will need to address several factors. First, as reiterated above a majority of consumers are not measuring prior to purchasing paint. Further, they are strongly motivated to purchase too much rather than too little paint. As a consequence, effective strategies will need to allow consumers to accurately gauge the amount of paint needed for a project while in the store even if they have not measured, while at the same time assuring them that there will be sufficient paint leftover for touch-ups. Further, they will need to be provided with sufficient motivation to use a paint calculator prior to their purchase. Finally, strategies to reduce overpurchases of paint should be pilot tested to determine their effectiveness prior to being broadly implemented. PAGE