Home Improvement Retail Selector Study, 2014
The Home Improvement Retail Selector Study’s objectives include understanding consumer purchasing dynamics regarding 16 home improvement product categories, and how those dynamics might have changed compared to prior years. This study was conducted over the Internet and the respondents were from the American Consumer Opinion Online Panel, Decisions Analyst’s national panel of over 8,000,000 consumers. A total of 1,613 surveys were completed with approximately one-half of the respondents being men and one-half being women.
To participate, a nationally representative sample of American Consumer Opinion Online Panel members were required to meet the following criteria: Age 18 or older, owned their own homes, be involved in selecting products and services for their home or property, have personally purchased products to improve, maintain, or repair their home or property in the past three months, and passed a security screen.
Areas of questioning explored for each of 16 different product categories included:
Project type and who did the work
Products purchased Cross-category purchasing
Retail shopping activity
Average amount spent
Retailer purchase reasons & satisfaction Information sources consulted/used Cross-retailer shopping Purchasing attitudes and behaviors Demographic summary
The 16 product categories covered in this study are as follows:
Ceilings & Floor Coverings
Doors, Windows, and Millwork
Electrical & Lighting
Hand Tools & Accessories
Heating, Ventilating & A/C (HVAC)
Major Household Appliances
Lawn & Garden
Paint & Accessories
Power Tools & Accessories
Wall & Window Coverings
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