The rheology of plastisol formulations for flooring applications using knife-over-roll coating process is studied using both Couette and capillary rheometers. The behavior is similar in many aspects to the rheology of suspensions: Shear thinning behavior at low shear rate, then a Newtonian plateau at intermediate shear rates followed by a dilatancy peak. However several abnormal phenomena may be observed in capillary experiments. At very high shear rates, a second shear thinning behavior is observed which depends on the flow geometry. Due to the non-monotonous behavior of the plastisol viscosity, this is analysed using a dedicated numerical method. An apparent slip velocity has been determined. Otherwise capillary experiments point out the existence of important entrance pressure loss. These measures are interpreted using a modified Cogswell method as an important elongationnal viscosity, around hundred times the shear viscosity.