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Merillat Conducts Third Phase of Groundbreaking Research Revealing How People Live in Their Homes Four distinct consumer segments emerged ADRIAN, Mich., June 26 /PRNewswire/ -- Merillat recently completed the third phase of their ongoing research study aimed at understanding newhomebuyers and homeowners. The first two phases, Model Behavior I and Model Behavior II, took an in-depth look at how people act, think and shop in a model home. Merillat's third phase of research, Kitchen 4mula, examined how people live in their kitchens, the role the kitchen plays in their lives and ultimately revealed the secrets of four segments of homeowners. "The purpose behind Kitchen 4mula is to help builders and kitchen and bath dealers better understand what consumers are looking for in theirkitchens so they can create better living spaces," said Karen Strauss, president of Merillat. "The research uncovered helpful insights into how builders and dealers can improve their sales and consumer satisfaction ratings with design solutions tailored to each of the four consumer segments." How They Did It To conduct the study, a total of 1,252 interviews were done nationwide in a comprehensive online survey with recent new home purchasers. Homes had to have been purchased within five years or less for participants to take the survey. Respondents averaged about 18 minutes to complete the survey. They gave their opinions on 63 attitudinal statements covering a wide range of topics such as: how the homeowner relates to their kitchen, how they live in their kitchen and the role the kitchen played in their home purchase decision. Respondents rated each statement on a scale from 1 to 5, where 5 is strongly agree and 1 is strongly disagree. Respondents were also asked about 32 cabinet features. First they were asked if they had the feature, if they did, they were asked how they felt about the feature choosing from one of these responses: love it, like it, just OK. All the responses were compiled and then analyzed with the help of a state-of-the-art statistical clustering program. From this algorithm analysis, the following four distinct segments emerged: -- Luxury Leaders Consider the kitchen the "star" of their home. Social status is important to Luxury Leaders, and they use their kitchen for entertaining and consider it a showplace. They want the best of the best and they are considered early adopters of trends, fashion and new products. -- Domestic Dwellers See the kitchen as a place to care for and nurture their family. They use their kitchen the most of any segment and consider the space the center of their home. This segment had the most homemakers and they consider themselves more conventional than experimental. -- Busy Bees Are very busy; however, they spend a great deal of time in their kitchens. Because of their hectic lives, their kitchen is often disorganized and cluttered. They use their kitchen for crafts, hobbies, house chores, homework, but they rarely use it for entertaining. This group is constantly trying to fit more activities in their day just to stay caught up, so in essence they desperately need products that improve efficiencies. -- Career Builders Don't have an emotional connection to the kitchen and don't see it as an important room. They don't spend a lot of time in their kitchen, but when they do, they can be found surfing the Web or doing work for their job. Their primary decision to purchase their home was for investment and future resale value. They considered location and curb appeal to be more important that the kitchen. Which lifestyle segment are you in? Different lifestyles call for a unique and individualized approach to design and selling. Understanding in which segment a prospective customer fits, and knowing how people in the various segments spend their time will provide an added advantage when designing and selling homes to meet their needs. SOURCE Merillat Industries, LLC -------------------------------------------------------------------------------- |
| BUSY BEES THE KITCHEN IS USED OFTEN FOR LOTS MORE THAN COOKING! THE LATEST IN MATERIALS AND STYLING KEEPS IT ORGANIZED AND CLEAN. INTERIOR STORAGE AND COOL GADGETS IMPROVE EFFICIENCY. |
| LUXURY LEADERS WHETHER TRADITIONAL OR MODERN THESE KITCHENS ARE FOR ENTERTAINING AND ARE "STARS" OF THE HOME. HOMEOWNERS WANT THE LATEST AMENITIES AND ARE INDUSTRY TREND SETTERS! |
| DOMESTIC DWELLERS THE KITCHEN IS THE MOST USED ROOM IN THE HOUSE AND IS THE HUB OR CENTER OF ALL ACTIVITY. |
| CAREER BUILDERS THE KITCHEN IS A MULTI-PURPOSE ROOM FOR MULTI-TASKING. ITS DESIGN IS APPRECIATED FOR ITS VALUE AS AN INVESTMENT. |
| YOUR LIFESTYLE. YOUR FAMILY. YOUR HOME. Lifestyle Design Interiors Call on us for your residential interior needs! OUR FAVORITE BABY-BOOMER WEBSITES: BoomerDayCare Boomer-Luxe Boomers Way To Health Boomers Way To Fitness Maturity Factor |
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