“The results were particularly interesting with regards to brand awareness and brand loyalty”, says Jane Blakeborough, Director at J.M.Blake Associates. “We found that although brand awareness is relatively high for some product categories, brand loyalty appears to be very low. And consumers are relying on online product reviews and customer feedback when making decisions about which brands to buy”
The research also highlighted the continued influence of a strong offline marketing communications strategy, for example 83% of survey respondents indicated that they picked up a hard-copy product brochure in a showroom or asked for a product brochure to be posted out to them. Manufacturers’
The importance of the retail showroom is evident throughout the whole purchase process with consumers using retail showrooms to research prior to purchase and for design ideas for their own kitchen, as well as choosing to purchase from a retail outlet where they could see and touch the products in a showroom environment. The survey respondents also indicated that helpful sales staff and a clean tidy environment were key influences in their choice of retail outlet.
“We are very excited about the amount of knowledge we have gained from this piece of research”, says Jane. “It has enabled us to put together a comprehensive report which shows where kitchen consumers are searching for information and how they evaluate the alternatives. We are confident that the report will give businesses within the kitchen industry the insight to target their market more effectively and earlier within the purchase cycle”.
To see the key research findings, click http://www.jmblake.co.uk/#!
The full report is available to purchase, click http://www.jmblake.co.uk/#!
The data was collected via an online survey which was live between 15- 17 July 2014. The survey was completed by a nationally representative sample of 500 UK homeowners who matched specific profile criteria.
J.M.Blake Associates partnered with Cint OpinionHub which allows access to respondent panels of the highest quality. Cint supports and strictly adheres to the standards and guidelines set out by ESOMAR and CASRO. Cint are MRS company partners and certified to ISO 20252 for market research
J.M. Blake Associates provides strategic market intelligence, primarily for kitchen, bathroom and bedroom brands. This intelligence investigates current and potential market opportunities and is based on qualitative and quantitative research via the supply chain; from suppliers, retailers, distributors and trade customers through to the end user, backed up by competitor analysis, range reviews and overall market figures.
Established in 2004, J.M. Blake Associates have worked with some of the most influential companies within the KBB industry and their commercial experience ensures they are familiar with the industry’s language, dynamics and routes to market. They are up to date and informed about current issues and understand the challenges facing KBB companies.
Other market reports by J M Blake Associates:-
Bathroom Purchase Behaviour, Consumer Insight Report, October 2013
10 Trends which will influence the Bathroom Industry in 2014, March 2014