AN OVERVIEW OF THE PAINT SECTOR IN BRAZIL: MARKET, MANAGEMENT AND TECHNOLOGIES FOR THE SEGMENT OF REAL ESTATE PAINTS
The use of paints and pigments has, throughout history, a significant role for the expression, record
and legacy of humanity. This resource evolved as the development of civilizations around the world.
Thus, in the contemporary world, paints and pigments represent an important sector for many
economies, including Brazil, which is one of the largest producers in the world. Brazilian
companies must observe that the uses (and reuses) of paints are the result of diversified and
complex demands (e.g. the ones from real estate sector), which requires research and innovation in
production and marketing. From this context, this study presents an overview of the paint sector in
Brazil focusing on the real estate paints segment. For this purpose, bibliographical researches and
documentary surveys were carried out. Secondary data were collected from sources of the Brazilian
Association of Paint Manufacturers and the Ministry of Development, Industry and Foreign Trade
(MDIC). As results we: describe the current market (commercialization) of paints and coatings in
Brazil; we characterize the scenario of production of real estate paints, identifying the main
technological changes; we discuss the perspectives of paint production and trends, focusing on
market orientation; and we elaborate a representative scheme of the productive chain of paints,
highlighting the real estate paints.
PaperID: p 4430-4446
Author's Name: Ana Gabriela Rocha de Souza, Miguelangelo Gianezini and Melissa Watanabe
Volume: Volume 8
Issues: Volume 8
Keywords: Market orientation; Paints and pigments; Production Chains.