Marketers to Emphasize Brand Over Price for Home Improvement Products

Are marketers suddenly paying more attention to the differences between the shopping habits of men and women? outdoorpowerequipmentYesterday, I reported on a Kelly Blue Book study about gender and auto buying. Today, I want to call your attention to an ICR release that shows how brand and price impact decision making by gender in the home improvement products sector.

Vendors who sell products ranging from carpeting to power tools believe they are competing for consumer attention on the basis of brand and price. However, it turns out that home improvement product marketers may have more success appealing to male buyers on the basis of brand. Of the 9 categories that researchers studied, brand weighed more heavily for men than women with respect to making decisions. In the bathroom fixture category, slightly more women (47%) than men (46%) say brand is more important than price. The brand of kitchen appliances is equally important to genders with 61% saying it rules over price.

Carpet brand is important to only 29% of women and 35% of men, suggesting that the market is intensely price-​focused for this product group. To change consumer opinion, carpet vendors will need to ramp up their branding messages. Other categories where brands have lagged in making an impression on female buyers include roofing materials (39%), windows (45%), and outdoor power equipment (47%).  Vendors of power towels have done the best job of branding their products with 71% of men noting that they buy on the basis of brand.

Researchers also pointed out that brand is more important to Seniors (age 65+) than to younger consumers. This finding could be related to the additional money this demographic group makes available for home-​related projects or their previous experience with buying less-​expensive products and realizing that they’d made a short-​sighted decision.

To learn more about consumers in the Home Improvement/​Restorers market, check out the AudienceSCAN report available on the Research Store at ad​-ology​.com.

Kathy Crosett
Kathy is the Vice President of Research for SalesFuel. She holds a Masters in Business Administration from the University of Vermont and oversees a staff of researchers, writers and content providers for SalesFuel. Previously, she was co-​owner of several small businesses in the health care services sector.