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New market research commissioned to investigate consumer purchase behaviour for kitchen products
Following on from their highly acclaimed Bathroom Purchase Behaviour, Consumer Insight Report, J M Blake Associates have commissioned a market research study to investigate consumer purchase behaviour in the UK with regards to kitchen products
Why is this research necessary?
In a consumer-led retail world, information into consumer purchase behaviour has benefited many other business sectors, enabling those who have invested in this type of research to position their products more effectively within their sector
“The top-line reports from the big market research companies rarely contain insightful information into consumer purchase behaviour”, says Jane Blakeborough, Director at J M Blake Associates. “And although the larger kitchen product manufacturers carry out consumer market research, this is usually related to specific brands and product ranges rather than reviewing the kitchen as a whole room”
What are the aims of the research?
• To understand how UK consumers approach the decision to fit a new kitchen and where they do their research prior to purchase
• To understand how UK consumers plan the space and choose the individual kitchen products
• To understand why a particular outlet is chosen to purchase the kitchen products
• To understand who/what are the influences and barriers to sales of kitchen products in the UK.
How will the data be collected?
The data will be collected predominantly via responses to an online survey and evaluated using leading edge research software. Offline facilities such as telephone and focus groups may also be utilised as required to ensure that the data is not skewed towards only those respondents with internet access.
How will the respondents be selected?
The target sample size for the project is 500 UK homeowners who have had a complete kitchen fitted within the past 18 months. These respondents will be chosen from a research community with over 200,000 UK members. Each member has opted in by completing 19 profile sections about themselves, allowing a credible and robust research panel to be formed against the strict profile criteria set for this project.
Note: Respondent profiling and data collection will be carried out by members of ESOMAR and in accordance with ESOMAR’s regulations and guidelines for market research worldwide.
Anyone wishing to be involved with the research or wanting to know more about the project should contact J M Blake Associates on 0113 209 3288