Abstract: A process for preparing a molded product of thermochromic polyvinyl chloride characterized by incorporating a thermochromic particulate material into a vinyl chloride plastisol comprising a vinyl chloride resin, plasticizer, stabilizer, lubricant and filler, and molding the resulting mixture. The thermochromic particulate material is prepared from particles of a non-thermoplastic resin having encapusated therein the three components of electron-donating chromogenic substance, electron-accepting substance and solvent by coating the particles with a hydrophilic high-molecular-weight compound.