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Consumer bathroom purchase behaviour unveiled

DIY chains, advice from a plumber or installer and online search engines are the most influential tools for consumers at the research stage of purchasing a new bathroom, a report has found.

The Bathroom Purchase Behaviour Report published by strategic marketing consultancy company for the bathroom industry JM Blake, surveyed 222 homeowners across the country and found that 64% of consumers visited a DIY chain in the research stage of purchasing a bathroom, but only half of those (33%) went on to purchase from a shed.

And while more than half (55%) of consumers used search engines online to first research bathroom products, the survey showed that only 8% of consumers actually purchased from an online-only bathroom retailer. This underlines the importance of seeing and touching the product at a showroom. Fifteen per cent of respondents purchased from an independent bathroom retailer, and 14% bought from a specialist bathroom chain, such as Ripples or Bathstore.

The report also found that the influence of plumbers and installers was consistent throughout the buying process, with more than 50 respondents claiming them to be the second most useful source for information. However, they were not seen as the main influence.

More than half (52%) visited high-street retailer websites, such as John Lewis or Laura Ashley, while 41% took advice from an independent bathroom specialist.

The survey also revealed that just under a third of respondents (32%) chose the bath first, as it is the largest item, provides a focal point for the room and is the most important element in a bathroom for some consumers. Seventeen per cent said they would buy the shower enclosure first and reasons included space limitations and it being the largest item.

More than 40% of respondents said that, when purchasing bathroom products, it was most important that the products were in keeping with the style of the rest of the house.

Just over a quarter were influenced by a sale or special offer when purchasing. To see highlights, or purchase the full report, visit!bathroom-purchase-behaviour-report-2013/cp0x

Source : KBB Review

21 November 2013
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