Plastisol formulations, composed of PVC particles of various sizes, calcium carbonate filler and several additives in a plasticizer, are widely used for flooring applications. The most commonly used coating process consists in shearing this plastisol formulation at room temperature between a substrate (a glassmat for example) disposed on a rotating cylinder and a fixed knife of varying geometry. The gap between the substrate and the knife is adjusted in order to deliver the prescribed coating thickness. The coated plastisol is then introduced in an oven for gelation. The coating ability of a plastisol formulation depends on its rheological behaviour. Several model plastisol formulations with varying PVC particle sizes and with or without calcium carbonate filler have been prepared and coated. Their shear rheology has been measured on a wide range of shear rates using a Couette rheometer and a capillary rheometer. Depending on the formulation, Newtonian, shear thinning and shear thickening behaviours may be observed leading to non standard constitutive equations. A numerical model has been developed to account for these peculiar behaviours. It allows predicting the pressure distribution, the force exerted on the knife and the coating torque as a function of the processing parameters.