PORT WASHINGTON, N.Y.–Consumers surveyed in a study by The NPD Group rated pricing and convenience as the key considerations in choosing where to shop for floor-care merchandise.
The research firm’s report also said the emphasis on which stores to shop, which emerged ahead of brands and models in the purchase decision for floor-care products, “may be troubling for manufacturers, as it calls brand loyalty into question,” said an NPD statement. About half of the participating owners of indoor vacuums said the brand of their primary vacuum is different from the one they had previously owned. Peter Goldman, NPD’s president of the home-industry sector, said this finding shows that “manufacturers need to constantly resell their brand, even to current owners.”
Regarding products, nearly nine out of 10 respondents said they own some type of electric floor-care product, and that most of these are vacuums. Owners of vacuums said that when purchasing their next vacuum, suction power, product durability, ease of use and ease of mobility will be prime considerations. Mass will continue to be the channel of choice for this purchase, but the majority of the respondents said they will be “realistic that they need to pay a premium for certain features.”
