“Paint sellers must tailor their marketing message to the domestic specifier — the mature female customer, often highly educated, professional and usually in a higher-income bracket. She decorates or redecorates an entire room, and doesn’t paint in “safe” colors like off-white.
And paint sellers must hone their sales operations to cater to the professional painter, who is applying an increasing share of the millions of gallons of architectural paint sold annually.”
(Source: Ed Koch, Global Perspectives - Identifying the Domestic Specifier, PCI June, 2004)
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