Dulux...paint fail!!!!!

I recently bought a 20L Dulux maxi coat for my lounge walls (white). I prepped the walls and painted 3 coats...but...the second coat looked worse than the first coat....the paint is not taking and I'm ****ed! I thought this would be a simple process as dulux was recommended to us as a good quality paint. I'm at my wits end now!!! I now have to spend more money for other paint. I will not recommend this paint to anyone!!!!!