Decision making in the purchase of siding: A survey of architects, contractors, and homeowners in the US northeast

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Architects, builders, and homeowners in 12 northeastern U.S. states were surveyed to learn how siding products were selected in new residential construction projects. This study revealed that several issues control the selection and purchase of specific materials and products. Responses in this study defined existing market shares of wood and non-wood products in the Northeast region. The relative importance of performance, cost, appearance, and other factors in the product selection process were discussed. Logistic regression analysis tested the significance and correlation of the demographic data with the decision-making variables. A very small number of homeowners indicated they chose the siding for their home. However, architects and contractors indicated that homeowner opinion is important when selecting siding. Appearance and performance were more important influences on the selection of siding compared to cost and personal recommendations. Significant attributes indicated that siding is expected to fit the style of house and hold up over time. Respondents were less concerned with the environmental record and service life of the preferred siding; they were, however, concerned that siding may be easily damaged. Among cost factors, installation cost and having a good warranty ranked highest. Other important factors were product reputation and the respondents' first-hand knowledge of the product. Architects, contractors, and marketing managers for siding producers can use these results to: 1) focus on important siding product attributes that match their target customer perceptions; and 2) identify siding product concerns, features, and benefits for more effective promotion to customers and the ultimate homeowner.







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