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PPG study reveals importance of color in vehicle purchase decisions

PPG Industries, the world's leading manufacturer of transportation coatings, recently completed a study of consumer opinions regarding the importance of coatings and color as they relate to new car purchases. The goal of the study was to identify premium color consumers who place a large importance on vehicle color, what vehicles they purchase and how satisfied they are with the current color offerings. The internet based study consisted of approximately 1,340 U.S. consumers who have either purchased a new vehicle in the past two years, or are planning to purchase a vehicle within the next two years. Results from this study will be presented and those consumers identified by demographics.

Michael Millar, PPG

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