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17th November 2017
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Consumer research shines light on laminate work surface popularity
Wilsonart UK has completed consumer research designed to identify who is buying laminate worksurfaces in the 21st century and for what reasons. The research was commissioned at the end of 2016 in partnership with J M Blake Associates.
Ruby Kiernan (pictured), marketing communication manager for Wilsonart UK, based in County Durham and part of the world's largest laminate manufacturing group explains:
"We obviously know our trade partner customers well. However, we have relatively little direct contact with our end user. Wilsonart has always focused research on design, trends and styles but we wanted to find out about the consumer purchasing motivation. Who is buying, where are they buying, what are they purchasing and what other uses do consumers have for our products."
The research that was commissioned comprised both face to face exit interviews conducted at national retailers and online questionnaires where voluntary respondents answered a series of questions relating to their recent purchases.
The information was collected from almost 1000 individuals that had recently purchased a worktop or were in the process of doing so.
Phase one findings - highlights:
Almost half the worktops being purchased by our sample (44%) were purchased to replace worktops on an existing kitchen rather than part of a new kitchen install (45%). Not surprisingly 85% of worktops purchased were for the kitchen with 15% going into utility rooms but also into garages, bedrooms, home offices and garden sheds. 4% cited extending an existing kitchen and 8% indicated damage replacement. Laminate was the number one choice of material followed by solid surface.
"For Wilsonart UK this highlights the importance of an easy to install product," says Ruby. "Laminate wins as it does not require off-site templating and can be cut to size. With almost half the purchases being used to replace existing worktops, it's clear consumers have recognised laminate is a cost-effective way to update and enhance."
Strikingly the web has only limited influence on consumer purchase behaviour. 53% indicated they had researched online, but only 14% thought this was the most useful research they undertook. Just 3% purchased from an online-only retailer. Surface performance, best material type for their budget and suited to kitchen design requirements were cited as the most important factors in their purchasing decision.
"Most consumers are seeking knowledge, design, and customer service hand in hand with a? competitive price," says Ruby. "Notably though of all the buying decisions - being the cheapest is at the bottom of the list of reasons to purchase, supporting our theory that confidence has grown in the market and consumers buy on design not price.
Next month Wilsonart UK reveal reasons why consumers shop with different types of outlets.
T: 01388 774661
19th May 2017