INFLUENCE OF BENEFITS AND SCHEMES ON PAINTER / CONTRACTOR RETENTION AND CHANGES IN THE SECONDARY SALES PATTERN: A STUDY ON BERGER PAINTS

This paper explores the influence of benefits and schemes on painter and contractor retention, 
alongside changes in the secondary sales pattern of Berger Paints in the Kottayam area. The 
study aims to assess the effectiveness of current promotional strategies and their impact on 
customer loyalty and sales trends. Kottayam, known for its high literacy rate and cultural 
heritage, presents a unique consumer market with distinct purchasing behaviours and 
preferences.