Document YrvOpoBRLOrow2mw3gjR3nvvy

Associates 1988 CONSUMER RESEARCH INCLUDING TREND ANALYSIS FROM 1987 AND 1984 A STUDY CONDUCTED FOR CONGOLEUM CORPORATION June, 1988 600 ALEXANDER ROAD PRINCETON, NEW JERSEY 08540 C609) 520-0050 TABLE OF CONTENTS GOALS OF THE RESEARCH CONDUCT OF THE RESEARCH NOTES ON READING THIS REPORT SECTION I: THE PURCHASE PROCESS SECTION II: AWARENESS OF MANUFACTURERS SECTION III: RATINGS OF MANUFACTURERS SECTION IV: CHOOSING A BRAND SECTION V: SOME MISCELLANEOUS ISSUES i ill iv 1 13 21 28 39 APPENDICES A: Screen sheet B: Fora A - Purchesers of Non*Sheet Vinyl Flooring C: Fora B - Pest Purchesers of Sheet Vinyl Flooring D: Fora C - Intending Purchesers of Sheet Vinyl Flooring E: Demographic Characteristics of Respondents F: Interpretation of and Uncertainty in Survey Results Goals of the research INTRODUCTION This research provides an ongoing aid to understanding the role consumers play in the selection of sheet vinyl floor covering. The emphasis of this report is two-fold: * First, questions from previous consumer research were duplicated in order to track consumers awareness levels and decision-making processes. Findings from this study are compared to findings from consumer interviews conducted in June of 1987 and June of 1984. Specifically, tracking questions were included to monitor: Incidence of households purchasing and intending to purchase sheet vinyl flooring; - Sheet vinyl flooring brand awareness; - Advertising awareness and recall; - Brand preference and brand purchased; - Reasons for brand choice; Racings of manufacturers overall, and on specific product characteristics; - The importance of sheet vinyl flooring characteristics (e.g. quality, durability, design, color, price); - Replacement issues, including the type of flooring replaced, reasons for the replacement, and length of time previous flooring was in place; - The type and number of rooms for which flooring is purchased; - Number of stores visited; - Role of the retailer in the purchase decision; - Satisfaction with purchase decision; - Decision issues involving length of purchase process and method of Installation; - Awareness of, and attitudes toward, "inlaid" sheet vinyl flooring and "never-wax" sheet vinyl flooring. ti * Second, new questions were formulated to determine; - Consumers' expectations of sheet vinyl flooring, including durability and cleanliness issues; Which of a selection of potential brand names evoke longevity in a flooring, and which names are preferred; - Ocher flooring products consumers may have considered; - Reasons for purchasing sheet vinyl flooring rather chan ocher flooring products; . Consumers' definitions of quality and durability in vinyl flooring.- Conduct of the research ill A total of 1503 interviews were completed with female heads of households 18 years or older. Interviews were conducted during the period May 3 through May 24, 1988. (In comparison, 1518 interviews were completed in the 1987 research.) A stratified random national telephone sample was utilized. In order to obtain a representative sample of households, 597 interviews were conducted among households with no past or Intended purchasers of sheet vinyl flooring. Consistent with the weighting used in the 1984 and 1987 consumer studies, the total sample was weighted to 1982 census data demographic characteristics. The past and intended purchaser (referred to as "intenders* throughout this report) samples were also weighted to replicate the sample sizes of past and intending purchasers interviewed last year. Though a smaller proportion of intenders were interviewed this year compared to last (279 versus 320. in 1987), the difference is not statistically significant. The distribution of completed interviews is as follows: 279 Intended purchasers, within the next two years, of sheet vinyl flooring; 325 Purchasers, within the past two years, of sheet vinyl flooring. 302 Purchasers of non*sheet vinyl flooring for demographic information and purchase information; 597 Mon*qualified households for demographic information. Interviews with purchasers and lntenders averaged 21 minutes in length. Questionnaires are included as Appendices A thru D at the end of this report. Demographic information on all respondents is included as Appendix E. Iv Notes on reading this report This research is presented in Che fora of brief interpretive passages of text, supported by summary data tables. Comparative tables between this research and previous research are presented when appropriate. We mention improving and declining trends if these trends appear suggestive of real differences over time, or if the same trend appears in several questions. A full set of computer tabulations is provided separately. Appendix F contains a detailed explanation of the uncertainty in, and interpretation of, the survey results. All figures in the tables are percentages unless otherwise noted. The frequencies on which these percentages are based are shown at the top of each table. As required by the Code of Ethics of the American Association for Public Opinion Research, we will maintain the anonymity of our respondents. No information can be released that will in any way reveal the identity of a respondent. Our authorization is required for any publication of the research findings or their implications. -1 SECTION I THE PURCHASE PROCESS -2- Produce use The rooms for which sheet vinyl flooring is selected remained constant over the past year. Sheat vinyl flooring continues to be chosen most often for the kitchen area. Overall, the percentage of respondents who have purchased, or plan to purchase, sheet flooring for more chan one room decreased somewhat in 1988. A. total of 33% of purchasers covered multiple rooms with sheet vinyl flooring while a higher percentage of lntenders (43%) plan to cover more chan one room with sheet vinyl flooring. As in 1987, the majority of respondents from this research are replacing an existing floor. Q.17 Q.18 For what room(s) or area(s) did you (are you planning to) purchase sheet vinyl flooring? Was (is) the flooring a replacement or the first flooring to be laid down? (NUMBER OF RESPONDENTS) 1988 1554) 1987 750$) Kitchen Full bath Foyer Family room Half bath Basement 83% 38 11 9 8' 4 82% 42 10 7 10 2 Multiple rooms 38% 44% Kitchen only Full bath only Kitchen and bath 45% 9 28% 41% 10% 30% Replacement floor Original 89% 12 85% 15 Total market size Approximately the same proportion of people contacted in both 1988 and 1987 (15%) said they had purchased or intend to purchase sheet vinyl flooring. (Recall that in 1984 this proportion was approximately 17% of people contacted.) -'-Further, as the table above shows, the distribution of rooms for which flooring was purchased.also stayed much the same from 1987 to 1988. We conclude that there has been no statistically significant change in market size in the past year. Replacement issues -3- The majority of respondents replace their flooring with a the same type of flooring product as was in place previously. Fifty-five percent (55%) of respondents have replace, or expect to replace, sheet vinyl with sheet vinyl, while 23% replace vinyl tiles with sheet vinyl. In 1987, we asked respondents (in an open-ended manner) why they replaced or plan to replace their flooring. Worn flooring was the most mentioned reason. In contrast, in this 9tudy, we read response categories to the respondents. Along with worn flooring, the majority of consumers say they are replacing the flooring as part of an overall rsdecoration. Q.21 What kind of flooring was replaced (do you now have) in your (room)? Q.22 Why did you (are you planning to) replace the flooring? (NUMBER OF RESPONDENTS WHO REPLACED/WILL REPLACE FLOOR) REPLACED Sheet vinyl Vinyl tiles Carpeting Ceramic tiles Wood flooring Other Don't know 1988 TOTAL (535) ---ROOK REPLACED FLOORING 1988--- 1987 KIT FULL HALF FMLY BASE TOTAL CHEN BATH BATH FOYR ROOM KENT (505) (494) (216) (46) (67) (49) (22) 55% 52% 56% 52% 66% 62% 54% 37% 23 30 24 32 30 29 19 38 IS 15 14 20 29 18 28 17 9 6 10 11 9 8 8 13 6 6 6 6 3 11 20 2 4 6 4 4 - 12 1 27 3 1 3 3 - -. - - REASON FOR REPLACEMENT Worn flooring Overall re-decorating Color Wanted floor that was easier to care for Design Dislike type flooring No-vax/never-wax finish 43% 42 15 14 10 10 3 53% 44% 42% 52% 39% 37% 24% 16 42 49 41 51 52 47 22 16 13 4 22 11 20 10 14 14 5 17 , 24 10 10 8 8 12 21 9 10 6 6 10 14 6 8 7 10 5 20 3 3 3 3 Purchase process -4- Consumers lived in chair homes an average of 3 years before chey began the process of replacing chair flooring. As che cable below shows, che number of years che replacement flooring had been in place averaged becween 12 and 17 years, depending upon che room in which che flooring was replaced. These averages increased in this research compared Co an average of approximately 11 years in 1987. Q. 20 How long was che previous flooring (has che current flooring) been in place in your (room)? AVERAGE HUMBER OF YEARS Kitchen Full bach Basement Half bath Foyer Family room 12.5 12.5 12.5 13 14 16.5 The cime between first considering purchasing flooring, and che actual purchase of chat flooring, averaged 13 months in 1984 and 17.S months in 1987. This year, intenders averaged a somewhat shorter time period from che time chey first thought of purchasing until che cime they expect to purchase (15 months.) INTENDERS: Average number of months chinking of purchase Number of months expect to decide on flooring TOTAL MONTHS IN DECISION PROCESS 1988 9 6 15 1987 11 6.5 17.5 This year, as in 1987, the time between when purchasers first began Chinking of purchasing until they visited a store was almost four months. *"N Stores visited -5- Purchasers visited an average of 3 stores prior to selecting a sheet vinyl floor. AVERAGE NUMBER OF STORES VISITED BY PURCHASERS 1987 1988 2.9 Stores 2.3 Stores The majority of both purchasers and intenders shop for sheet vinyl flooring in a flooring store that sells all types of flooring products. Q.26 From which of the following types of stores did you (do you expect) to purchase your sheet vinyl flooring? (NUMBER OF RESPONDENTS) -TOTAL(604) Flooring store that sell all types of floors 1/47* 1 v4s \ Home center, hardware store, lumberyard -PURCHASERS(325) 51% ' 19 -INTENDERS(279) . 44% 14 Store that sells flooring, paint, wallpaper Ju Flooring that sells only sheet vinyl flooring j/ and vinyl tiles 12 9 14 11 Store that specializes in decorating rooms 6 2 10 Ocher 67 5 Don't know 41 6 Purchase decision -6- The decision Co purchase flooring is most often made by either the female head of household or by both heads of household. In 1988, there vas an Increase in respondents who said the purchase vas or vill be solely that respondent's decision (from 36% to 53%.) The family as a unit continues to be most Involved in the areas of assessing cost or colors. (The decrease of percentages of the ways in which family members are active in the decision process resulted from fever multiple responses from respondents.) FORMS B AND C: Q.27 FORM A: Q.2,3 FORMS B AND C: Q.28 Who vill decide which floor covering to purchase? Will the decision be made only by you, by you and other members of your family, or by .a professional...? (Who will decide which floor covering to purchase?) How did (will) participate in the decision? (NUMBER OF RESPONDENTS) ---TOTAL--- --PURCHASERS-1988 1987 1988 1987 (604) (600) (325) (280) PURCHASERS OF --INTENDERS-- -NON-VINYL- 1983 1987 1988' . (279) ' (320) (302) Respondent decision 53% 36% 49% 36% Respondent/family 45 56 47 56 Respondent/professional 2 8 4 11 56% 37% 43 56 16 45% 52% 3 PARTICIPATION Cost 16% 24% 11% 20% Color 16 22 18 30 Design 6 11 8 14 Manufacturer 4 6 3 7 Quality 54 4 3 Other 73 8 2 20% 27% 14 15 59 46 65 63 na na na na na na All aspects of decision 11 14 11 11 11 17 na -7- Method, of installation of sheet vinyl flooring We continue to see a snail increase in the proportion of purchasers who have installed, or expect to install, the sheet vinyl flooring thenselves compared to 1984. Over one-half (51%) of intanders plan to install the sheet vinyl flooring themselves. In comparison, 43% of purchasers did the installation themselves. "Do-it-yourself* installation was not affected by brand purchased. Q.48 Who installed (do you think will install) the flooring in your...? (NUMBER OF RESPONDENTS) PURCHASERS....... ......................... INTENDERS 1988 1987 1984 1988 1987 1984 (325) (280) (125) (279) (320) (125) PROFESSIONALLY INSTALLED (NET) 58% 61% 68% 51%. 51% 61% Retailer provided 39 35 41 Professional hired by you 19 25 26 36 37 na 16 14 na DO-IT-YOURSELF (NET) 43% 42% 32% 53% 51% 38% na - not asked -8Purchase decision among non-sheet vinyl flooring purchasers Of floor covering purchase* that were not sheet vinyl flooring, carpeting continues to be the most-purchased product. There was a decrease of the purchase of vinyl tiles among these respondents. FORK A Q.D What kind of flooring did you purchase? 1988 (NUMBER OF RESPONDENTS) 730?) Carpeting Vinyl tiles Ceramic tiles Wood flooring 69t 16 IS 4 1987 (ITS) 64% 29 16 5 In the 1987 study ve asked consumers of non-sheet vinyl flooring why they chose a flooring product other than sheet vinyl. In this study, we first asked, in general, why they chose the flooring they did. Even though the questions were worded differently, responses to these questions varied little'.. As the table on the following page shows, carpeting is chosen for warmth, appearance, and softness or noise absorption. There was an increase of purchasers who said carpeting was easy to care for. Vinyl tiles are the flooring product most chosen because of ease of instal lation. Other reasons vinyl tiles were chosen include their appearance and ease of care. Ceramic tile is chosen primarily for^ifsappearance./and secondarily for its maintenance and durability. C________ Last year, wood was most; often chosen for"its appearance. This year, there was an increase of purchasers who chose -wood in-general for its durability, cost, and ease of maintenance. -9 Purchase decision among non-sheet vlnvl flooring purchasers 1988: FORM A Q.l Why did you choose (flooring)? 1987: FORM A Q.l Why did you choose (type of flooring) instead of sheet vinyl? -TOTAL88* 87' Appearance 26% 24% Warmth Ease of care Cost 22 14 24 12 14 9 Softer, quieter 12 Ease of installation 9 8 8 Durability General preference Considered a 'non- vinyl room' Design, pattern Replace with same flooring 97 14 na na 8 na 6 74 Other 4 21 ......... NON- SHEET VINYL FLOORING PURCHASED........... VINYL CERAMIC -CARPET- -TILE- -TILE- -WOOD- 83' 87' 88' 87' 88' 87' 88' 87' 21% 24% 32 22 22 13 13 6 33% 16% m1 33 N 6 'IS 20 52% 52% 38% 64% 2, 2 8. 7 36 20 23 11 11 2 . 31 9 16 12 32 64 IS na 40 24 65 6 na 22 7- 18 24 16 na 5 -S' 54 10 - ha na 11 na 2 na 1 na 16 na 2 na 14 na 6 na - 10 6 25 5- 8- 3 22 8 20 7 24 9 * "Other* combines a variety of reasons each mentioned by 4% or fewer respondents. -10- Other flooring products As che cabIs on the following page shows, 38% of sheec vinyl purchasers and inCenders did nott look ac flooring produces ocher chan sheec vinyl. In comparison, the majoricy (63%) of purchasers of non-sheec vinyl flooring did noe look ac any ocher type of flooring prior Co cheir purchase; furcher discussion of chis follows. Of Che 42% of sheec vinyl consumers who did look ac ocher flooring produces, carpecing is mencloned mose ofeen as che produce considered overall, and among inCenders in parcicular. The only ocher significanc faceor affseeing incidence of 'carpet' as a menclon appears co be che age of che respondent chac is, incidence of 'carpae' as a menclon increases wich che respondenc's age. The ocher flooring produce which shows some ralacionship wich demographic variables is ceramic Cile, whose mention Increases wich boch higher aducacion and income. In general, people choose sheec vinyl flooring over ocher flooring products because ie is easier co clean and/or maincain. Price is mose ofeen mencloned by chose who considered ceramic cile and/or wood in addicion Co sheec vinyl. Also mencloned is 'appropriate for room'; chis mention is moat often made by chose who had considered either carpecing or wood flooring in addicion co sheec vinyl. Those who considered vinyl or ceramic dies were more inclined Co mention installation and che one plece/seamless qualities of sheet vinyl chan chose who considered earpec and wood in addition to sheec vinyl flooring. Ochar flooring produces -u- Q.12 Did (Hava) you look at any other types of flooring in a store (befora you purchased) (other than) sheet vinyl flooring? (NUMBER OF RESPONDENTS) TOTAL (604) Looked at other types of flooring Didn't look at other types of flooring 42% 58 TYPE OF FLOORING LOOKED AT: Vinyl tiles Ceramic Tiles Carpeting Wood Other Don't know (247) 37% 27 41 21 5 8 PURCHASERS (325) 43% 57 (134) 36% 37 31 19 4 16 INTENDERS (279) 41% 59 (113) 37% 18 * 49 23 6 1 Q.12b Why did you purchase sheet vinyl instead of (other flooring looked at)? Q.12c Why did you choose sheee vinyl flooring rather chan some other type of flooring, such as carpet, vinyl or ceramic tile, or wood? TOTAL (NUMBER OF RESPONDENTS) (604) LOOKED AT ---OTHER TYPE OF FLOORING LOOKED AT--- NO OTHER VINYL TILE CERAMIC TILE CARPET WOOD FLOOR (92) (73) (98) (49) (357) Easy to maintain' 39% 32% Appropriate for room 24 22 Durability 19 27 Price 17 31 31% 42% 42% 43% 24 46 37 22 27 26 32 16 44 18 50 10 Installation Pattem/color/design One piece/no seems Texture Shine 10 9 8 4 3 22 11 21 6 2 24 67 3 16 39 8 16 84 7 11 44 4 2 1- 4 Other 19 26 25 20 25 18 -12- Reasons for purchasing flooring products other than sheet vinyl floorlnz Purchasers of non-sheet vinyl flooring did not choose sheet vinyl flooring for a variety of reasons. A. combined percentage of 29% of purchasers of non-sheet vinyl flooring either said they had no interest in sheet vinyl, or specifically wanted the type of flooring they did purchase. Purchasers of vinyl tile specifically mention lover cost and ease of installation as reasons for choosing vinyl tile rather chan sheet vinyl. Purchasers of carpeting see it as more decorative or suitable chan sheet vinyl. Carpeting is also preferred for its warmth. FORM A Q.6 Why didn't you choose sheet vinyl as a floor covering? Q. 8 Why didn't you consider sheet vinyl flooring? (NUMBER OF RESPONDENTS) UAL 02) Decorating reasons Not familiar/no interest Wanted this particular flooring Cost Appearance Too cold Bad prior experience with sheet vinyl Installation Hard to maintain Poor selection Other Don't know 18% 14 15 14 13 12 10 7 5 2 9 2 CARPET (208) TYPE OF FLOORING PURCHASED VINYL TILE CERAMIC TILE (48) (44) 22%^ 13 2o/ 11 10 16 2% 21 m 21-^ 15 - 14% 9 . 14 ,, 20-^ 2 8 13 / 2 27/ .6 4 2 7 15 24 nS 5 7 2 16 2 WOOD (137 15% . 31^ 8,, 38 'Z. 31 - 15 - 15 -  13 SECTION II AWARENESS OF MANUFACTURERS Unaided brand awareness 14 - Top-of-mind brand awareness, or first unaided mention, of all manufacturers remained essentially unchanged between 1987 and 1988. There was a continued improvement in total unaided awareness of Armstrong and Congoleum over the past four years. However, Mannington, which had improved the most in unaided awareness between 1984 and 1987, showed a slight drop in unaided mentions in this most recent survey. While our previous report indicated a narrowing of the "awareness" gap between Mannington and Congoleum, in this study awareness of Mannington has lowered while Congoleum's awareness level has risen slightly. Congoleum's principal concern relative to name recognition continues to be Armstrong's stronger awareness among consumers of sheet vinyl flooring. Unaided recall of Sears and Tarkett remains insignificant. Q.l What company first comes to mind when you think of sheet vinyl floor covering? Q.2 What ocher companies come to mind? (NUMBER OF RESPONDENTS) UNAIDED, FIRST MENTION: Congoleum Armstrong Mannington Sears GAF/Tarkett Other Don't know, none UNAIDED. TOTAL MENTION: Congoleum Armstrong Mannington Sears GAF/Tarkett Other * - Less chan one-half of one percent. 1988 (604) 12% 54 3 1 1 5 27 29* 65 10 5 4 10 1987 (503) 13* 55 5 1 * 7 21 25* 61 13 3 3 13 1984 (25(J) 14* 50 2 3 30 21* 57 4 1 2 5 15 Aided brand awareness When aided, 1988 respondents were somewhat leaa likely to recall a specific brand chan were respondents in the 1987 study; correspondingly recall of all brands decreased. The gap between overall awareness (unaided and aided) of Arostrong and of Congoleua widened by 4*. Armstrong continues to hold a favorable 'top of mind" advantage over all brands while Congoleua has an advantage over all brands except Armstrong. *Q. 3 Have you heard of (manufacturer) sheet vinyl flooring? (NUMBER OF RESPONDENTS) 1988 (604) 1987 7600) AIDED AWARENESS: Sears Congoleua Armstrong Mannington GAF/Tarkett 54% 69% 54 64 29 37 31 35 14 18 UNAIDED AND AIDED RECALL, TOTAL Armstrong Congoleua Sears Mannington GAF/Tarkett 94% ,' 82 ? 60 -- 41 18 98% 90 73 43 21 * This question was not asked in 1984. 16 Brand awareness: purchasers and intenders Mirroring the results found among all respondents, total recollection of all brands among purchasers and intenders decreased slightly in 1988. Over the past four years, unaided total mention of Armstrong and Congoleum have steadily Increased among both purchasers and intenders, whereas the unaided mention of Mannington has fluctuated. (NUMBER OF RESPONDENTS) PURCHASERS1988 1987 1984 (325) (280) (125) UNAIDED, FIRST MENTION Congoleum Armstrong Kannington 16% 17% 13% 60 58 54 44 3 Don't know, none 18 14 24 UNAIDED, TOTAL MENTION Congoleum Armstrong Manningeon 36% 32% 20% 72 67 60 13 17 6 AIDED RECALL Sears Congoleum Armstrong Mannington GAF/Tarkett 52 62% na 50 60 na 25 32 na 37 37 na 18 22 na TOTAL RECALL, AIDED AND UNAIDED Congoleum 85% 92% na Armstrong 96 99 na Mannington 50 54 na na - not available INTENDERS1988 1987 1984 (279) (320) (125) 8% 10% 15% 49 52 47 251 34 28 35* 22% 20% 21% 60 56 55 7 93 56% 75% na 57 67 na 33 41 na 27 34 na 10 16 na 80% 87% na 93 97 na 34 43 na 17 - , Advertising awtrenesi Awareness of Congoleua advertising decreased In 1988, as has advertising awareness of all its competitors. Significantly, the relative awareness of one manufacturer's advertising compared to the others' advertising is unchanged. Q.4 Which manufacturers of sheet vinyl floor covering have you seen or heard advertisements for in the past three or four months? Q.5 Have you seen or heard any advertisements for...? (NUMBER OF RESPONDENTS) UNAIDED AWARENESS: Congoleua Armstrong Mannington Sears GAF/Tarkett Other Don't know, none TOTAL MENTION, AIDED AND UNAIDED: Congoleua Armstrong Mannington Sears GAF/Tarkett 1988 (604) 29% 48 12 6 3 1 40 1987 (600) 33% 51 16 13 3 12 22 48% 58% 67 71 18 27 19 36 4 10 1984 (250) 24% 35 5 6 2 3 52 44% 57 12 23 6 - 'VX } J ) 18 Mai or copy points recalled among those who are aware of advertising Respondents continue to recall a variety of similar copy points about each of the three manufacturer's (Congoleua, Armstrong, and Kannington) advertising. Recall of the concent of the advertising centers around durability, maintenance, and images of beautiful floors. Recollection of Congoleua's "ScuffTuff" advertising campaign was very low (2%). Mannington advertising, spotlighting Ed McMahon, is recalled by an average of 10% of respondents over the past two years. There was a 7% Increase of respondents who recall Armstrong the mention of' durability or quality as a copy point in Armstrong advertisements. *Q.7,9,11 What did Che advertising for BRAND say or show? (NUMBER OF RESPONDENTS AWARE OF ADVERTISING) Durability/quality No-wax Easy to maintain Picture of rooms Looks, beauty Patterns/colors Shine Installation Scuffing or "scuff-cuff* Ed McMahon Other Don't know CONG ARMS MANN (285) (397) (117) 21% 30% 11% 20 16 14 18 14 9 14 14 - 13 8 12 13 95 34 6 8 1 4 2 - - 11 9 14 12 33 29 43 -1987-CONG ARMS MANN (357) (421) (158} 23% 23% 131 20 15 7 14 12 7 17 14 - 10 7 4 788 10 6 3 23 - - -9 13 18 23 30 30 45 * We did not present 1984 data since the coding of these questions was altered in both 1987 and 1988 to provide in greater detail Che copy points recalled. 19 Source of advertising Recall of Congoleum and Armstrong magazine advertising have each decreased 12% in the last year. However, Congoleua magazine advertising recall, relative to Armstrong, has maintained an 8% favorable edge. Recall of television advertising is significantly higher this year among all manufacturers. However, recollection of Congoleum's television advertising continues to be lower chan recollection of either Armstrong or Mannington television advertising. Mannington's television advertising continues to enjoy the highest television advertising recollection of the three major competitors. Q.6,8,10 Where did you see or hear advertising for (manufacturer)? (HUMBER OF RESPONDENTS AWARE OF ADVERTISING) Magazines Television Newspapers Store Radio Other Don't know 1988-- CONG ARMS MANN (285) (397) (117) 57% 49% 30% 38 44 50 12 10 2 566 211 323 6 6 16 -1987-CONG ARMS MANN (557) (421) (158) 69% 61% 31% 28 32 39 16 11 11 8 10 11 328 231 1 4 16 20 Sources of Information about sheet vinvl flooring Magazine advertisements continue co be tha most utilized source of information regarding sheet vinyl flooring in general 35% of respondents have or expect to use magazine advertisemencs as a source of information. In this survey there was an 8% increase of those who rely on friends or relatives as an initial source of information about sheet vinyl flooring.' A comparable decrease was seen in respondents who seek this information from a retailer. Manufacturer's brochures were mentioned by 14% of those responding, almost as many as those who seek the advice of retailers (16%). Q.29 Q.31 There are a variety of sources people can use to obtain information . about vinyl floor covering. Please tell me which of the following sources you first used to find out about vinyl flooring. (IF MAGAZINES) Which magazines have you looked at? (NUMBER OF RESPONDENTS) 1988 (604) 1987 (600) Magazine advertisements Retailer Friends, relatives Manufacturer's produce brochures Newspaper advertisements Magazine articles Other (volunteered) Don't know 35% 16 29 14 9 9 7 7 36% 24 21 . na 10 7 3 2 MAGAZINE ADVERTISING/ARTICLES Better Homes and Gardens Good Housekeeping Women's Day Family Circle McCall's Ladies Home Journal Radbook House Beautiful Others (251) 37% 25 16 15 9 9 7 6 34 (385) 43% 22 13 15 9 na 7 7 40 Magazines read As stated previously, respondents find magazines are a useful source of general information about flooring. Better Homes and Gardens appears to be the magazine in which respondents most frequently recall reading sheet vinyl flooring articles and/or advertising. J - 21 - SECTION III RATINGS OF MANUFACTURERS 22 - Overall racing of manufacturers Although the majority of respondents are avare of both Congoleum and Armstrong, a higher proportion of respondents were able to rate Armstrong than Congoleua. In general, respondents this year were less inclined to rate any manufacturer as "excellent." The decrease in "excellent* ratings resulted in small increases of both "good" and "fair/poor" ratings. Overall, however, ratings of Congoleum, Armstrong, and Mannington changed little compared to 1987 ratings. Armstrong continues to be rated somewhat higher than Congoleum. As In 1987, over one-half of respondents could not rate Mannington. Among' those who were able to rate Mannington, it received somewhat lower overall ratings than did Congoleum and Armstrong. Q. 14 Based on your own experience and on everything you now know or have heard about vinyl floor covering, please rate each of the following companies overall as either excellent, good, fair, or poor. 1988 1987 1984 (NUMBER OF RESPONDENTS AWARE OF CONGOLEUM AND RATED IT) (477) (483) (235) CONGOLEUM Excellent Good Fair, poor 43% 50% 48% 49 45 46 8 6 '6 (NUMBER OF RESPONDENTS AWARE OF ARMSTRONG AND RATED IT) (560) (548) (242) ARMSTRONG Excellent Good Fair, poor (NUMBER OF RESPONDENTS AWARE OF MANNINGTON AND RATED IT) 52% 44 5 (244) 56% 42 3 (245) 59% 38 3 (na) MANNINGTON . Excellent Good Fair, poor 28% 37% na 54 49 na 18 14 na na - not asked 23 Brand imagery ratings Respondents were asked to race Armstrong, Congoleua, and Manningcon on a variety of characteristics. . "Excellent* ratings of Congoleum have fluctuated between 1984 and 1988, with no significant trending seen. Armstrong shows slight increases in "excellent* racings for each characteristic. As in 1984 and 1987, Congoleua was given fewer "excellent* ratings in each area in comparison to Armstrong. Of all areas asked about, Congoleua received its highest individual "excellent" rating for "being a leader in styles and designs." Armstrong received its highest percentage of "excellent* ratings as "being a leading company in the sheet vinyl business." Q. IS Now I'd like you to rate sheet vinyl floor covering by different manufacturers on each of the characteristics I'm going to read. Being a company that is a leader in fashionable styles/designs A company that makes flooring that looks good over time A leading company in the sheet vinyl flooring business A company that makes flooring that would look good in a number of rooms in the house A company that makes flooring chat is stain resistant - PERCENTAGE BATED MANUFACTURER EXCELLENT--............CONGOLEUM................................ARMSTRONG.......... 1988 1987 1984 1988 1987 1984 47% 46% 53% 55% 54% 55% 40 45 40 52 46 46 46 48 46 57 51 54 44 43 44 53 48 48 40 37 41 47 42 47 24 Comparative ratings among those who rate either Armstrong or Conzoleua over the other manufacturer As in the 1987 study, respondents to this survey who gave an equally good overall rating to both Congoleua and Armstrong tended also to rate both manufacturers about equally on individual characteristics. When respondents rate the manufacturer that they rate best overall on individual characteristics, bias is present; respondents who rata a manufacturer highest overall also consistently rate that manufacturer higher for individual characteristics. Unless substantial rating differences are present throughout (.2 or more), rating questions are not so ouch indicators of which manufacturer is batter they are indicators of which product characteristics are important enough to a purchaser to differentiate one manufacturer from another. Between 1987 and 1988, the most significant shift has been in the perception of chose who rate Armstrong better overall relative to the specific characteristic of "makes flooring that looks good over time." In this category, Armstrong's rating increased .3 between 1988 and 1987. With this exception, no ocher racing changed significantly between 1987 and 1988. (We note that, as discussed in the last section of this report, the majority of respondents characterize a "durable floor* as one that is easy to clean and looks good over time.) AVERAGES ARE LISTED BELOW. BASED ON A SCALE RATING OF 1 TO 4 (NUMBER OF RESPONDENTS) ............OVERALL RATING OF MANUFACTURERS (Q14) CONGOLEUM BETTER ARMSTRONG BETTER EQUAL 1988 1987 1988 1987 1988 1987 (69) (51) (184) (148) (313) (345) LEADER IN FASHIONABLE STYLES/DESIGNS Congo leum Armstrong 3.6 3.6 3.3 3.4 3.0 3.2 3.6 3.5 3.5 3.5 3.5 3.6 MAKES FLOORING THAT LOOKS GOOD OVER TIME Congoleua Armstrong 3.6 3.7 3.1 3.2 2.9 3.0 3.7 3.4 3.3 3.5 3.4 3.5 LEADING COMPANY IN THE SHEET VINYL FLOORING BUSINESS Congoleua Armstrong. . 3.6 3.6 3.3 3.2 2.9 3.3 3.6 3.5 3.5 3.5 3.5 3.5 MAKES FLOORING THAT WOULD LOOK GOOD IN A NUMBER OF ROOMS IN THE HOUSE Congoleua Armstrong 3.4 3.5 3.2 3.2 3.0 3.2 3.5 3.5 3.4 3.4 3.5 3.5 MAKES FLOORING THAT IS STAIN RESISTANT Congoleua Armstrong 3.4 3.4 3.2 3.1 3.0 3.0 3.6 3.5 3.4 3.3 3.4 3.3 25 - Rating of manufacturers We asked respondents to rate each manufacturer on a variety of characteristics. There were no significant changes in the ratings of either Congoleum or Armstrong. Congoleum continues to race highest in color, design, and quality, and is raced lowest in "good value for the price.* Armstrong receives somewhat higher average ratings than Congoleum for all descriptors, and received a .2 higher rating in the areas of durability, warranty, and esse of care. Q.16 Based on what you know, or might think, and using's scale of 1 to 4, please rate each of these manufacturers on each of the following characteristics. (MANUFACTURER RATES) --CONGOLEUM-- 1988 1987 Designs Colors Good value for price Durability of flooring Warranty Ease of care Quality flooring 3.4 3.4 3.1 3.3 3.2 3.3 3.4 3.5 3.5 3.2 3.4 3.2 3.5 3.5 -ARMSTRONG-1988 1987 3.5 3,6 3.5 3.5 3.2 3.3 3.5 3.5 3.4 3.4 3.5 3.5 3.5 3.6 26 Rating of manufacturers As noted previously both in this report and in the 1987 report - respondents who rata Armstrong and Congoleum equally overall rate them equally throughout, while those who prefer either Armstrong or Congoleum rate that manufacturer higher throughout. Additionally, Armstrong ratings among Congoleua-preferer's are higher than Congoleum ratings among those who prefer Armstrong. Average ratings for each characteristic decreased proportionately between 1987 and 1988. Q.16 Based on what you know, or might think, using a scale of 1 to 4 where 1 stands for poor and 4 stands for excellent, please rate each of these manufacturers on each of the following.... (NUMBER OF RESPONDENTS) ............OVERALL RATING OF MANUFACTURERS (Q14).......... CONGOLEUM BETTER ARMSTRONG BETTER EQUAL 1988 1987 1988 1987 1988 1987 (69) (51) (184) (148) (313) (345) DESIGNS Congoleum Armstrong 3.6 3.7 3.3 3.3 3.1 3.3 3.6 3.7 3.5 3.5 3.6 3.6 COLORS Congoleum Armstrong 3.4 3.6 3.4 3.4 3.1 3.4 3.6 3.6 3.5 3.6 3.5 3.5 GOOD VALUE FOR PRICE Congoleum Armstrong 3.2 3.4 3.1 3.2 2.9 3.1 3.4 3.4 3.2 3.2 3.2 3.2 DURABILITY OF FLOORING Congoleum Armstrong 3.7 3.7 3.2 3.3 2.9 3.2 3.6 3.7 3.4 3.5 3.5 3.5 WARRANTY Congoleum Armstrong 3.3 3.7 3.0 3.4 2.8 3.0 3.5 3.4 3.3 3.3 3.4 3.4 EASE OF CARE Congoleum._ Armstrong 3.6 3.6 3.3 3.5 3.1 3.3 3.7 3.6 3.4 3.6 3.5 3.5 QUALITY FLOORING Congoleum Armstrong 3.7 3.7 3.3 3.3 3.0 3.3 3.7 3.6 3.5 3.6 3.5 3.6 27 Importance racings of sheet vinyl flooring characteristics Durability, color, quality, and ease of cara receive the highest importance racings among characteristics ashed about. However, the majority of characteristics receive high racings. Once a respondent is reminded of the many flooring characteristics potentially available, they all become at least somewhat important. In order to distinguish which characteristics are of particular Importance in the purchase process, we asked respondents to tell us which one characteristic was most important to them, and which is next in importance. Durability distinquishes itself as the most important characteristic in 1988 compared to 1987, when durability and color were seen as equally important. Q.32 Q.33 Q.34 Using a scale of 1 to 4, please rate the importance of each of the following characteristics of sheet vinyl when making your product selection. Which one or two of these characteristics of sheet vinyl flooring was most important when you made your selection (is most important to you when selecting a vinyl floor)? Assuming two or more manufacturers were equal in the characteristics just mentioned, what would be the next most important characteristic? AVERAGES ARE LISTED BELOV IN THE FIRST TWO COLUMNS. 1988 1987 (NUMBER OF RESPONDENTS) TSSZ) T?o5) Durability Colors Quality Ease of care 3.8 3.9 3.8 3.9 3.3 3.9 3.3 na ............................. IMPORTANCE ---MOST--- ---NEXT--- >88 '87 >88 '87 35% 30% 28 30 9 13 3 na 18% 14% 15 15 87 7 na -MOST + NEXT '88 'S? 53% 44% 43 45 17 20 15 na Designs Stain resistance No-wax Scuff resistance 3.7 3.7 11 9 3.7 ' 3.7 2 1 3.7 3.7 4 4 3.7 na 3 na 17 18 23 46 3 na 28 27 44 3 10 6 na Seamless 3.5 3.6 3 2 31 Price 3.5 3.5 6 9 13 17 Warranty 3.4 3.4 3 4 8 11 Brand name reputation 3.2 3.1 2 * 11 6 19 11 3 3 26 15 1 na - not available - less than one-half of one percent - 28 SECTION IV CHOOSING A BRAND Mind*set when enter store Retailer involvement Brand purchased and reason for purchase Satisfaction with purchase Brand which stands out among Intenders Brand preference 29 Specific manufacturer In mind vhan want to score la 1988, chare was an increase of purchasers who said they had a manufacturer in mind when chey wane inco Che score, from 21% in che cwo previous scudies eo 27%. Armstrong is che only brand which Increased in mention as the brand purchasers had in mind. The small percencage of purchasers' who had either Congoleum or Mannington in mind prior co entering che score remained unchanged. Host purchasers (96%) who had Armstrong in mind did purchase an Armstrong produce. Ten of che thirteen purchasers who had Congoleum in mind purchased Congoleum flooring. We continue co believe thae Che high unaided awareness of Armstrong coupled with che high purchase rate indicates thaC, though not expressed, potential purchasers have some concept of brand "preference" or "identity* when they enter the store. FORM 5 ONLY Q.37 When you went to the store to buy your sheet vinyl flooring, did you have a specific manufacturer in mind? Q.38 Which manufacturer did you have in mind? . (NUMBER. OF RESPONDENTS WHO PURCHASED SHEET VINYL IN PAST 2 YRS) 1988 (325) 1987 (280) 1984 (125) HAD SPECIFIC MANUFACTURER IN MIND 27% 21% 21% Congoleum Armstrong Mannington 76 21 14 23 7 14 Other 11 1 HAD NO MANUFACTURER IN MIND/DON'T KNOW 73% 79% 78% 30 Manufacturers looked ae prior to purchase Thar* was an Inereasa in 1988 o respondents who Looked ae Armstrong and Congoleua produces prior co purchase. Tha percancaga who looked ae Mannington did not change over Che past year. The percancaga of Congoleum purchasers who looked ae Armserong produces increased by 6% this year compared Co lase, while the percentage who looked ae Congoleua produces increased a significant 20%. Overall, Armserong continues to be the brand looked ae most often. Congoleua is looked ae more often chan Manningcon by a ratio of 2:1. Q.40 Which manufacturers of sheet vinyl flooring (did you look at before.you made your selection) (have you looked at)? (NUMBER OF RESPONDENTS) TOTAL TOTAL 1988 1987 (604) (600) LOOKED AT Armserong Congoleua Mannington GAF/Tarkatt Solarian Others 57% 51% 38 33 16 15 65 43 10 14 Don't know, none 26 36 ................ PURCHASED.............. CONGOLEUM ARMSTRONG '88 '87 '88 '87 (68) (58) (172) (13*3) 58% 52% 72 52 13 17 57 22 7 18 12 16 74% 73% 33 46 21 21 68 65 9 10 14 18 Retailer involvement 31 The number of brands consumers discussed vich retailers decreased proportionately past year. Consumers do not seem to be discussing multiple brands with retailers as often as they had previously. The percentage of Congoleum purchasers who discussed Armstrong with a retailer decreased from 46% in 1987 to 25% in 1988. Likewise, 17% of Armstrong purchasers discussed Congoleum, compared to 29% in 1987. In the 1988 study, respondents recalled more specific brand qualities related to them by retailers than in 1987. Retailers continue to tell consumers about the durability of both Armstrong (37%) and Congoleum (24%). Secondary qualities discussed include price for both brands, and color or design for Congoleum. Very few respondents recall what retailers told them about Mannington flooring. Q.41 Which manufacturers of sheet vinyl flooring did you talk about with a retailer? (NUMBER OF RESPONDENTS) Talked about Congoleum Armstrong Mannington Other Don't know, none TOTAL TOTAL 1988 1987 (604) (600) 19% 24% 31 38 3 12 5 11 58 50 PURCHASED CONGOLEUM ARMSTRONG '88 '87 '88 '87 (68) (38) (172) (133) 43% 75% 25 46 7 15 3 17 52 42 17% 29% 51 73 8 14 7 12 42 24 Q.42 What did the retailer tell you about...? (MANUFACTURER DISCUSSED) - - -CONGOLEUM................ARMSTRONG- - - 1988 1987 1988 1987 (112) (144) (195) (228) ---MANNINGTON--- 1988 1987 (57) (72) Acceptable brand Best brand 19% 20% 16 16% 24% 6 . 9- 9% 22% -9 Durability Price Color No-wax/never-wax Quality Warranty Design/Pattern Other Don't recall 24 . 16 14 7 2 8 14 5 25 21 13 8 7 6 7 3 7 11 37 25 18 13 37 99 76 76 54 7 10 22 33 16 11 11 67 3.. 9 3 1 4- 6 7 77 46 32 - Retailor recommendation Aa found In 1987, only a small proportion of respondents this year said a retailer recommended a particular brand of 3heet vinyl flooring. Armstrong continues to be the brand most recommended to consumers by retailers who do recommend a brand. In 1988, no respondent recalled being recommended more than one brand of flooring, accounting for the decrease of recommendation of all brands. Also this year, the percentage of purchasers of Congoleum who were recommended a brand decreased. Conversely, the percentage of Armstrong purchasers who were recommended a brand increased slightly. Q.43 Did the retailer recommend any particular manufacturer? Q.44 Which one? (HUMBER OF RESPONDENTS) TOTAL TOTAL 1988 1987 (604) (600) Retailer did recommend a manufacturer Retailer didn't recommend manufacturer Don't know, did not talk with retailer 12% 51 38 10% 51 39 PURCHASED CONGOLEUM ARMSTRONG 88' 87' 88' 87' (68) (58) (172) (133) 6% 13% 88 86 71 18% 15% 76 78 66 (ANY RECOMMENDATION) Armstrong Congoleum Mannington (70) 65% 21 10 (60) 68% 31 14 (15) (8) (46) (20) BASES TOO SMALL FOR Otr. xt Don't know 8 4 10 MEANINGFUL COMPARISONS - 33 Brand purchased Between 1984 and 1988, the percentage of respondents who purchased Congoleua sheet vinyl flooring remained stable at approximately 22%. In comparison, the percentage who have purchased Armstrong has Increased from 43% In 1984 to 54% in 1988. The growth in market share Mannington had between 1984 and 1987 did not continue in 1988. Allowing for statistical error, Mannington at bast maintained its market share this past year. FORM B ONLY Q.45 Who manufactured the sheet vinyl flooring you purchased for your ...? Q.46 Why did you choose (manufacturer) for your (room)? (NUMBER OF RESPONDENTS WHO PURCHASED SHEET VINYL IN PAST 2 YRS) 1988 (325) 1987 (280) 1984 (12S) Congoleum Armstrong Mannington 22% 22% 54 46 7 10 23% 43 2 GAF/Tarkett Other Don't know 32 23 13 19 1 5 26 - 34 Room brand purchased for Because eh* percentage of respondents who purchased flooring for rooms ocher chan the kitchen or full bach are small, the following table combines the data from the 1987 research vieh the data from this research to increase che sample sizes. The results indicate chat Armstrong is the most frequently purchased brand of sheet vinyl flooring, regardless of which room che flooring is purchased for. (NUMBER OF RESPONDENTS) Congoleum Armstrong Mannington GAF/Tarkettt Other Don't know --ROOM PURCHASED FLOORING-1987 AND 1988-- KIT FULL HALF FMLY BASE CHEN BATH BATH FOYR ROOM KENT (483) (234) (36) (63) (42) (18) 23* 23% 22% 18% 18% 50 56 52 49 59 8 6 10 7 8 9 65 8 33 69 31 52 16 19 21 22 17 Reason for purchase - 35 Overall, consumers say they purchase brands for four main reasons: color, design or pattern, price, and durability or quality. We found (in the research conducted among sheet vinyl flooring retailers) that durability or quality most determines a retailer's preference for a particular brand. Keeping this in mind, ve note that 31% of Armstrong purchasers chose Armstrong for its durability or quality. Conversely, only 15% of Congoleum purchasers mentioned the durability or quality of Congoleum flooring. Mannington was also chosen more often for its durability or quality than vas Congoleum, chough the sample size it very small. Aesthetics are important to the consumer - all purchasers (regardless of the brand purchased) indicate so. However, Chough Congoleum is chosen most often for its color or design, it is not the most frequently chosen brand. Q,46 Why did you choose (manufacturer) for your room? (BRAND PURCHASED) --CONGOLEUM--1988 1987 (68) (58) Color Design/Pattem Price Durability Quality Looks Brand reputation Recommended, previous experience Ease of care 41% 37 25 7 8 6 10 9 11 40% 37 18 15 9 9 5 5 na Other 10 10 ---ARMSTRONG--1988 1987 (172) (133) 33% 47% 26 34 22 17 22 14 95 72 16 10 86 11 na 12 18 ---MANNINGTON--1988 1987 * (24) (29)* 43% 35% 51 53 20 23 12 19 14 2 76 24 6 11 7 na 12 12 * Care should be taken when comparing Mannington to Armstrong and Congoleum. Due to the small sample size the margin of error is greater. Satisfaction among purchasers The percentage of Congoleum purchasers who say they would purchase the same brand again decreased in 1988 as a result of an increase of 'don't know' responses. However, the number of Congoleua purchasers who would recommend Congoleum and who are satisfied with their Congoleua floor remains high. Satisfaction with Armstrong sheet vinyl flooring is also high and continues to be somewhat higher chan is the satisfaction with Congoleum flooring. Q.58 Q.60 Q.61 Would you purchase the same brand if you were going to buy vinyl flooring for another rooa in your home? Would you recommend the brand you purchased to a friend or relative? How would you rate your satisfaction with the vinyl flooring you purchased? (NUMBER OF PURCHASERS) ---TOTAL--1988 1987 (325) (280) ....... . PTTP TWA C ETl _ CONGOLEUM ARMSTRONG 1988 1987 1988 1987 (68) (58) (172) (133) Would purchase same brand Wouldn't purchase same brand Don't know 75% 79% 69% 80% 81% 88% 10 11 12 11 9 6 14 10 19 9 10 7 Would recommend purchased brand 86% 88% 86% 88% 89% 93% Very satisfied with purchase Somewhat satisfied Not at all satisfied 78% 76% 76% 71% 82% 79% 14 19 15 19 12 19 5 4 7 10 3 1 - 37 Brand which stands out in intenders' minds There waa a 7% increase among 1988 respondents who Intend to purchase Congoleua sheet vinyl flooring compared to last year. Intent to purchase Armstrong or Mannington was unchanged. Armstrong is the brand which most often stands out in the minds of incenders. Reasons why a manufacturer stands out varied this year compared to 1987. The brand reputation of both Congoleua and Armstrong as a reason decreased among intenders. However, brand reputation continued to be the most-cited reason that Armstrong stands out, along with advertising and design. Among 1988 respondents, Congoleua stands out for its color and design, and advertising. We note the increase of responses naming both Armstrong and Congoleua colors and advertising in 1988 compared to 1987. Mention of design, durability, price, and the look of the product fluctuated over the past year. FORM C ONLY: Q.40a Of the manufacturers you've looked at, which one stands ' out in your mind? Q.40b Why does chat one stand out in your mind? (HUMBER. OF INTENDERS WHO HAVE LOOKED AT MANUFACTURERS) --INTENDERS--- 1988 1987 (183) (179) BRAND WHICH STANDS OUT Armstrong Congoleua Mannington 49% 50% 27 20 66 Other Don't know, none 66 17 19 (MANUFACTURER THAT STANDS OUT) Reputation Design Durability Price Attractive Color Advertisement Ease of care First looked at Warranty Other CONGOLEUM-.988 1987 (43) (36) 8% 30% 23 18 15 18 11 16 13 11 23 8 19 2 67 26 63 26 6 --ARMSTRONG-1988 1987 (91) (91) - 24% 23 14 3 7 17 23 39% 18 9 3 3 8 15 51 26 52 14 15 Brand preference 38 - Armstrong continues to be the brand the majority of respondents would consider first. First preference for Armstrong among purchasers increased significantly in 1987 compared to 1984 and Increased somewhat more this year. Preference for Armstrong among intenders has steadily Increased over the past four years. First preference for Congoleua has changed insignificantly among purchasers. Preference for Congoleua did Increase among intenders to 20% compared to an average of 15% in the two previous studies. Reflected in the decrease of "don't know" responses, intenders from this research are more focused on brands they would consider than previously. As in 1987, if a respondent's first preference is Congoleua, their second preference is generally Armstrong. Likewise, if Armstrong is the first preference, Congoleua is the second preference. Q.13A If you were going to buy sheet vinyl flooring in the next two years, which company's products would you consider first? (NUMBER OF RESPONDENTS) PURCHASERS................................. INTENDERS 1988 1987 1984 1988 1987 1984 (325) (280) (125) (279) (320) (125) FIRST PREFERENCE Congoleua 18% 19% 21% 20% 14% 15% Armstrong 55 52 39 61 48 34 Mannington 78 1 5 31 Other 4 4 10 453 Don't know 16 18 30 12 31 42 39 SECTION V SOKE MISCELLANEOUS ISSUES Durability in a flooring Brand name appeal Never-wax flooring Inlaid flooring - 40 Durability issues On average, respondents believe that the sheet vinyl flooring product they purchase will keep its shine for 8 years. There was no appreciable difference among chose who purchased Armstrong and those who purchased Congoleum in their opinion of how long their floor would keep its shine. For both "how long ... before colors fade" and "how long ... before floor shows stains" there were no significant differences between Armstrong and Congoleua purchasers. The general public does expect a floor to keep its color between 1 and 2 years longer than they expect it to keep its shine, or to show dirt from wear. Both purchasers of sheet vinyl flooring and those who plan to purchase sheet vinyl flooring expect to have to clean it with more chan water about once every two weeks (average 2.1 weeks). The majority of respondents expect sharp objects to puncture or cut sheet vinyl floorings on impact. Promotion of a product which resists tearing or puncturing should be appealing to consumers. Q.12Ea Q.12Eb Q.12Ec Q.12Ed Q.12f About how long do you think your sheet vinyl floor will keep its shine? How long do you expect it to be before the colors start to fade? Before the floor shows stains from dirty shoes or spills chat you can't easily gee out? How often do you expect to have to clean the floor with more than just water? If someone in your household drops a knife or pointed object on your sheet vinyl floor, do you think it will puncture or cut the floor? (NUMBER OF RESPONDENTS) KEEP SHINE: Average number of years COLORS START TO FADE: Average number of years SHOWS STAINS:Average number of years CLEAN FLOORING WITH MORE THAN WATER: Average number of weeks IF DROP SHARP OBJECT: Floor will puncture or cue Floor will not puncture or cut Don't know TOTAL 1988 (604) 8.0 9.6 8.9 2.1 63% 28 9 ............PURCHASED................. CONGOLEUM ARMSTRONG (68) (172) 8.8 8.7 10.4 9.7 10.4 10.1 2.2 2.0 69% 58% 24 31 7 11 What "quality and durability* mean to consumers The words 'quality* and "durability* mean many different things to different people. Definitions were generally vague, and sometimes confusing. For example, 22% of respondents define quality/durability as the design, color, or flooring pattern. Many others reiterated the words without providing a clear definition. Over one* third of respondents say a durable floor is one that is easy'to maintain. An additional 20% define a durable floor as one chat looks clean or shiny for a long period of time. Though 18% of respondents define a durable floor as one chat "stands up to craffic", the absence of specific issues such as denting, cutting, or scuffing is somewhat surprising. Clearly, a floor that is easy to clean and looks good is foremost in the minds of consumers when they think of a quality or durable floor. Q.12D. What are the most important characteristics of quality and durability you look for in a vinyl floor? (NUMBER OF RESPONDENTS) TOTAL 1988 (604) General comments re: "durability", "holds up", "stands up" Easy to clean/maintain Looks cleaner longer Stands up to traffic, children No-wax, never-wax 41% 37 20 18 16 Thickness No seams No denting No cutting Brand Name 6 S 3 2 2 Design/pattern/color 22 Other Don't know 12 6 42 Brand Nam* Appeal Respondents were read a series of potential floor covering names and were asked 1) which of the names they thought would last longer, and 2) which of the names they liked best. All respondents were read a list of five names with the prefixes 'Perm**, 'Dura*, 'Eterna*, "Ever*, and 'Tuff*. The sample of respondents were then divided so chat one-half were read the prefixes with the suffix "Last" and one-half were read the prefixes with the suffix "Life*, When the suffix "last* is used, respondents are about evenly divided between "Permalast*, "Etemalasc", and 'Duralast* in terms of which they perceive to represent a longer lasting product. "Permalast* and 'Duralast* are the names they like best. When the suffix "life* is used in replacement of 'last*, respondents clearly perceive 'Permallfe* as the product most likely to last longer. Respondents like the names 'Permallfe* and 'Duralife* about equally, and show a slight' preference for either name over "Etemalife.* Reasons given for name choice generally centered around the name prefix itself. For example, 52% of those who favored "Permallfe* did so because it made the product sound "permanent.* Perceptions of general durability were mentioned often, as all products suggested durability in their prefix. When the responses are averaged together, the prefix "Perm*" connotes *long-lasting* flooring among the highest majority of respondents. It is also the name liked best. Though "Eterna* is perceived as lasting longer somewhat more than is "Dura*, the name "Dura* is preferred. We recommend that 'Perm** be considered first for potential us* of a brand name while "Dura" be considered as an alternative. Q.12H Which of the following brands of vinyl flooring do you think would last longer...? Q.12I Which of these names do you like best for a vinyl floor? TOTAL ASKED "LAST" (NUMBER OF RESPONDENTS) (304) TOTAL ASKED 'LIFE* AVERAGE TOTAL (300) (604) LASTS LONGER: Perm* Eterna Dura Eves Tuff 26% 24 23 15 8 35% 30% 27 25 21 22 8 12 77 LIKES BEST: Perm* Dura Eterna Ever Tuff 25% 25 21 17 7 30% 27% 27 26 22 22 13 15 77 Never-wax flooring 43 The concepe of never-wax flooring is believable to the majority of respondents. However, never*wax flooring is not associated with Mannington. Over the past two years, almost two*thirds of all respondents more often say that Armstrong or Congoieua manufacture never-wax flooring than does Mannington. In addition, two-thirds of recent purchasers of Armstrong or Congoleum claim that their flooring is "never-wax." The percentage of respondents who believe there is a difference between no-wax flooring and never-wax flooring did increase to 27% in 1988 compared to 18% in 1987. Nevertheless, the majority of respondents still do not know, or do not believe there is, an actual difference. Q.49 Q.50 Q.52 If a manufacturer claimed that its sheet vinyl flooring never needed waxing, do you think this claim would be ...? Are you aware of any manufacturers who currently claim their flooring never needs waxing? Do you think there is a real difference between no-wax and never-wax floors? (NUMBER OF RESPONDENTS) 1988 1555) 1987 1605) 1984 (250) Very believable Somewhat believable Not too believable Not at all believable Don't know There is a difference between no-wax and never-wax floors No difference/don't know AWARE OF MANUFACTURERS WHO CLAIM NEVER-WAX Congoieua Armstrong ... Mannington Other Don't know NOT AWARE OF MANUFACTURER/DON'T KNOW 22% 49% 16 9 4 27% 72 61% 24% 35 12 3 16 40 34% 34 24 4 3 18% 82 63% 25% 34 15 3 16 37 33% 33 24 9 2 31% 69 58% 29% 37 4 15 14 41 Awareness off "Inlaid* - 44 - Respondents' awareness of inlaid vinyl flooring has steadily decreased over the past four years, the lower awareness level aaong respondents is reflected in the significantly smaller percentage of intenders who are likely to purchase inlaid, as well as in the somewhat smaller percentage of.purchasers of Inlaid flooring. Armstrong is most often named as a manufacturer of inlaid flooring. The percentage of respondents who have heard of inlaid flooring, and who name Congoleum as a manufacturer, has decreased to 19% in 1988 compared to 29% in 1984. Q. 54 Have you ever heard of inlaid sheet vinyl flooring? Q.3S What manufacturers of sheet vinyl flooring offer inlaid vinyl flooring? FORK C: Q.S6 How likely is it chat you will purchase an inlaid vinyl floor? FORK B: Q.56 Old you purchase inlaid sheet vinyl flooring?. (NUMBER OF RESPONDENTS) AWARE OF INLAID 1988 (604) 34% 1987 (650) - 44% 1984 (250) 54% MANUFACTURER OF INLAID *(217) (261) (135) Armstrong Congoleum Mannington Don'e know 39% 35% 19 21 10 11 S3 57 35% 29 2 58 NOT AWARE OF INLAID/DON'T KNOW 67 56 46 PURCHASE OF INLAID AMONG INTENDERS: *(95) Very likely Somewhat likely Not at all likely Don' c know 22% 31 26 21 actual-purchase OF INLAID . *(122) Did purchase inlaid Didn't purchase inlaid Don't know 28% 57 15 (124) 33% 30 24 14 (137) 32% 55 14 (na) (na) * Bases are those respondents who have heard of inlaid flooring, na - not available "N. i APPENDIX A SCREEN SHEET SCREEN SHEET FLOOR COVERING SURVEY -- RI005 --' '____ ___ TELEPHONE NO. TIME BEGUN__________ LOCATION CODE...................... (105-109) '"roi"i64) FOR RL USE ONLY 1 = 110 Hello, this is _, calling for R L Associates, a earketing research fir* in Prlnceton^New Jersey. We are doing a study with woeen in your area about hoae decorating. May I speak with the woean in the house who is primarily responsible for eaking decisions about decorating the hoae? GO THROUGH INTRODUCTION AGAIN, IE NECESSARY Your answers will be coepletely confidential. They will be summarized with the responses of other woeen before they are given to the coepany for which we are conducting the research. A. Are you over 13 years of age? 1 YES -- GO TO B 2 NO -- TERMINATE B. Is anyone in your household eeployed by an advertising agency, a public relations fire, a market research fire, or a manufacturer/distributor of hose furnishings? 1 YES -- GO TO FORM A, QA IF DEMOS REQUIRED. . .. TERMINATE IF DEMOS NOT REQUIRED. (Ill) 2 NO -- GO TO C C. Have you purchased any type of floor covering for your kitchen, bath, foyer, family roo* or basement within the past two years? 1 YES -- GO TO D (112) 2 NO -- GO TO E D. What kind of covering did you purchase? (READ LIST) 1 Wood flooring -- GO TO E (113) 2 Ceramic tiles -- GO TO E 3 Sheet vinyl, that is, floor covering that comes in large sections or sheets -- 60 TO FOIM B 4 Linoleum -- 60 TO EMM I 5 Vinyl tiles --.60 TO E G Carpeting- -- GO TO E 0 OTHER_________________ -- GO TO E E. Do you plan to buy sheet vinyl covering or linoleum, that is the type of floor covering that comes in large sections or sheets, not tiles, far your kitchen, bath, foyer, family room, or basement within the next two years? 1 -% 2 .J 3 YES -- GO TO FORM C NO > IE YES IM C, 60 TO FORM Ar 01. DK > IE NO IN C AND DEMOS NEEDED, GO TO FORM D. IE NO IN C AND IE DEMOS NOT NEEDED, TERMINATE (114) APPENDIX B FORM A: PURCHASERS OF NON-SHEET VINYL FLOORING -1 - FORM A -- DID HOT PURCHASE SHEET VINYL WITHIN THE PAST TWO YEARS PURCHASED OTHER ELOORING A01M04 (BALLOT) 1. Why did you choose (FLOORING FROM fl.D QN SCREEN)? 4=410 (411/412) 2. Was the choice of floor covering aade only by you, by you and other family members, or by someone else? IF SOMEONE ELSE. ASK: 3. Who else participated in the decision? 4. Before you purchased (FROM D QN SCREEN), did you consider sheet vinyl flooring as a potential covering? IF YES TO 04. ASK: 5. Did you look at sheet vinyl flooring in a store? 1 SELF 2 SELF AND FAMILY 3 SOMEONE ELSE 4 OK, REFUSED (413) 1 INTERIOR DECORATOR (414) 2 ARCHITECT 3 OTHER (SPECIFY): 1 YES - GO TO 04 2 NO-GO TO 07 3 DK - GO TO Q7 (415) 1 YES 2 NO (416) 3 DK 6. Why didn't you choose sheet vinyl as a floor covering? (417) GO TO 0.9 IF NO TO Q.4, ASK: 7. What other types of floor coverings did you look at in a store? 1 VINYL TILES (413) 2 CERAMIC TILES 3 CARPETING 4 WOOD 5 NONE 6 DK 8. Why didn't you consider sheet vinyl flooring? (419) 9. Was the flooring you purchased for new iioae or was it a replacement for existing flooring? 1 NEW HOME 2 REPLACEMENT 10. Did you purchase flooring for a residence you own or rent? 1 OWN 2RENT 3 REFUSED 11. Is that residence a (READ LIST) 1 Single family house 2 Multi-faaily house 3 Townhouse 4 ' Condominium S Apartment 6 REFUSED (420) (421) (422) APPENDIX C FORM B: PAST PURCHASERS OF SHEET VINYL FLOORING - 1FLQ08 COVERING SURVEY -- RI004 FORM B -- PURCHASED SHEET VINYL FLOORING WITHIN TWO YEARS What company first coies to aind when you think, of sheet vinyl floor covering? (DO NOT READ LIST -- ACCEPT ONE ANSWER ONLY. RECORD BELOW IN COLUMN UNDER Ql) What other coaoanies case to aind? (PROBE: Any others?) (DO NOT READ LIST. RECORD BELOW IN COLUMN UNDER Q.2) FOR EACH COMPANY NOT NAMED IN Q.I OR Q.2-. ASK: 3. Have you heard of COMPANY sheet inyl flooring? (RECORD BELOW IN COLUMN UNDER Q.3) Q.l Q.2 0^3. (115) (lib) (117) ARMSTRONG CQNGOLEUM MANNINGTON GAF/TARKETT SEARS 11 22 33 44 55 1 2 3 4 5 OTHER: 663 OTHER: _ "" 77 7 DON'T KN0W7 NONE .................. 3 S Which manufacturers of sheet vinyl floor covering have you seen or heard advertisements for in the oast three or four aonths? (DO NOT READ LIST -- CIRCLE ANY MENTIONED UNDER `UNAIDED* COLUMN) UNAIDED (118) AIDED (119) ARMSTRONG CQNGOLEUM MANNINGTON GAF/TARKEII SEARS 11 ? r> 33 44 OTHER _________________ OTHER __________ 7 NONE ~ DON'T KNOW ' ~ 6 3 9 FOR EACH COMPANY NOT MENTIONED IN Q.4. ASK: 5. Have you seen or heard any advertisements for COMPANY sheet vinyl flooring in the past three or four aonths? (IE YES, CIRCLE NUMBER UNDER AIDED* COLUMN ABOVE) IF CQNGOLEUM MENTIONED IN 4 OR 5. ASK: 6. Where did you see or hear advertising for Congoleue? (00 NOT READ LIST -- CIRCLE ANY MENTIONED) I TELEVISION (120) 2 MAGAZINES 3 NEWSPAPERS 4 RADIO 5 - STORE 6 OTHER: 7 DON'T KNOW - 3- 12. Did you look at any types of flooring in a store 1 YES - GO TO Q.l2a before you purchased sheet vinyl flooring? 2 NO - Q.12c (126) IF YES, ASK; 3 Oft - Q. 12c 12a. What other types of flooring did 1 Vinyl tiles (127) you look at? (CIRCLE AS MANY AS 2 Ceramic tiles APPLY) 3 Carpet 4 Wood 5 'OTHER (SPECIFY): FOR EACH CIRCLED IN Q.12a, ASK: 6 DK - GO T0Q12C 12b. Why did you purchase sheet vinyl instead of...(PROBE: What qualities did you like and dislike about each.) 1 Vinyl tiles: 2 Ceramic tiles: 3 Carpet: (128) (129) (130) 4 Wood: (13D 5 OTHER: GO TO Q12d (132) 12c. Why did you choose sheet vinyl flooring rather than some other type of flooring, such as carpet, vinyl or ceramic tile, or wood? (133) 12d. What are the most important characteristics of quality and durability you look for in a vinyl floor? (134) 12e. Thinking'-about the sheet vinyl floor you recently purchased,. a) About how long do you think your sheet _____ MONTHS vinyl floor will keep its shine? X FOREVER YRS (135) Y DK b) About how long do you expect it to be before the colors start to fade? ____ MONTHS X NEVER YRS (136) Y DK c) About how long do you expect it to be ____ MONTHS before the floor shows stains from dirty X NEVER shoes or spills that you can't easily get out? YRS (137) Y DK d) How often do you expect to have to clean the floor with more than just water? EVERY WEEK(S) (138/39) EVERY ~MNTH(S) X NEVER Y DK - 5- 15. Mow I'd like you to rate sheet vinyl floor covering by different manufact urers on each of the characteristics I'm going to read. 3ased on what you know, or might think, please rate the products of these manufacturers of vinyl floor covering as excellent, good, fair, or poor. How would you rata COMPANY on CHARACTERISTIC? Would you rate it as excellent, good, fair, or poor? (IF RESPONDENT SAYS "Don't know" LEAVE BLANK FOR THAT CATEGORY AND COMPANY) ------ CONGOLEUW------- ------ ARMSTRONG------- ------ MANNINGTON-- EXC GOOD FR PR EXC GOOD FR PR EXC GOOD FR PR Being a company that is a leader in fashionable--(152)--- -------- ( 153)..................................( 154)------- styles and designs 4 321 4 3 21 4 3 21 Being a company that makes flooring that keeps looking good -------- (155)-------- over time 4 321 -------- ( 156)-------43 21 ---------- ( 157.)-----4 3 21 Being a leading company in the sheet vinyl --(158)---- flooring business 4 321 -------- (159)................................. (160)------- 43 21 4 3 21 Being a company that makes flooring that would look good in a number of -----(161)---- rooms in the house 4 321 ---------(162)--------4 3 21 ---------- (163)------4 3 21 Being a company that makes flooring that-------- (164)--------- is stain resistant 4 321 -------- (165)-------4 3 21 --------- (166)-----4 3 21 16. Based on what you know, or might think, using a scale of 1 to 4 where one stands for Poor and 4 stands for Excellent, please rate each of these manufacturers on each of the following: POOR EXCELLENT DK DESIGNS Armstrong 1 23 4 5 (167) Congoleum Mannington 1 23 1 23 4 4 5 (168) 5 (169) COLORS Armstrong CongoleuaManfiington 12 12 12 3' 3 3 '4 4 4 5 (170) 5 (171) 5 (172) GOOD VALUE FOR THE PRICE Armstrong Congoleum Mannington 12 12 12 3 3 3 4 4 4 5 (173) 5 (174) 5 (175) DURABILITY OF FLOORING Armstrong Congoleua Mannington 12 12 12 3 3 3 4 4 4 5 (176) 5 (177) 5 (178) cont'd on next page END CARD 1 7- 22. Did you replace the flooring in 1 As part of overall re-decorating, your (ROOM) ... (READ CATEGORIES, 2 because the flooring was worn, RECORD NUMBER(S) FOR EACH ROOM/AREA 3 you didn't like the color CIRCLED IN 17) 4 you didn't like the design 5 you didn't like type of flooring 6 you wanted a no-wax finish 0 you wanted a floor that was easier to take care of X OTHER: KITCHEN (241) FOYER (242) FULL BATH (243) FAMILY ROOM (244) HALF BATH (POWDER ROOM) (245) BASEMENT. (246) OMITTED SKIP 247 24. How many months went by from the time you first__________ MONTHS (248) thought about purchasing floor covering to the__________ YEARS time you looked at it in a store? Y DON'T KNOW 25. How many months went by from the time you looked in a store to the time you made a selection? __ MONTHS (249) __ YEARS Y DON'T KNOW 26. From which of the following types of stores did you purchase your sheet vinyl flooring? [READ CATEGORIES] (250) 1 A flooring store that sells only sheet vinyl and vinyl tile flooring? 2 A flooring store that sells all types of flooring, including carpeting? 3 A store that sells flooring, paint, and wallpaper products? 4 A home center, hardware store, or lumberyard? 5 A store that specializes in decorating rooms such as kitchens or baths? 6 OTHER (volunteered): 7 DON'T KNOW, REFUSED 27. Was the choice of floor covering made 1 SELF -- GO TO 29 (251) only- by you, by you and other members 2 SELF AND FAMILY ~ GO TO of your family, or by a professional 3 PROFESSIONAL Q.28 such as.an interior decorator or architect? IF SELF AND FAMILY OH PROFESSIONAL TO 27, ASK; 28. How did FROM Q27 participate in the decision? For example, chose the manufacturer, chose the color, determined the amount of money to be spent, etc. (LIST EACH PERSON AND HOW EACH PARTICIPATED) - 9- 33. Which one of these characteristics of sheet vinyl flooring was most important when you made your selection? (READ LIST BELOW, IF NECESSARY) 34. Assuming 2 or more manufacturers were equal in the characteristics just mentioned, what would be the next most important characteristic? (READ LIST BELOW, IF NECESSARY) Color Design Durability Quality Manufacturer's warranty Price, including any special sales or Q.33 (267) 1 2 3 4 5 - Q.34 (268) 1 2 3 4 5 rebates Brand name reputation Stain resistance No seams in flooring No-wax Ease of care Scuff resistance 66 77 88 99 00 XX YY 35. You said that (FROM Q33) was most important when you made your selection; Where did you FIRST receive information about that characteristic? (DO NOT READ CATEGORIES. RECORD BELOW) 36. Where else did you receive information? MAGAZINE ADS NEWSPAPER ADS MAGAZINE ARTICLES RETAILER FRIENDS, RELATIVES BROCHURE OTHER7 OTHER_____________________ NO INFORMATION DON'T KNOW Q.35 FIRST (269) 1 2 3 4 5 6 3 0 X Q.36 OTHERS (270) 1 2 3 4 5 6 7 8 0 X IF MAGAZINE ADS OR ARTICLES (1 OR 3) CIRCLED ABOVE UNDER FIRST/OTHER, ASK 3?. From which magazines did you receive information? (271) 37. When you went into the store to buy your sheet vinyl flooring, did you have a specific manufacturer in mind whose flooring you wanted to look at? 1 YES (272) 2 NO 3 DON'T KNOW IF YES, ASK: 38. Which manufacturer(s) did you want to look at? (DO NOT READ CATEGORIES) 39. About how many stores did you visit before you made your purchase? t ARMSTRONG 2 CONGOLEUM 3 MANNINGTON 4 TARKETT 5 OTHER____ STORES (273) 6 DK (274) - 11- 45. Who manufactured the sheet vinyl flooring you purchased for your ? (READ EACH ROOM/AREA MENTIONED IN IT AND RECORD NUMBER OF MANUFACTURER ON LINE -- DO NOT READ LIST OF MANUFACTURERS) 1 ARMSTRONG 2 CONGOLEUM 3 GAF/TARKETT 4 MANNINGTON 5 OTHER________ ________ 7 DON'T KNOW 6 OTHER KITCHEN (313) FOYER (314) FULL BATH (315) FAMILY ROOM (316) HALF BATH (POWDER ROOM) (317) BASEMENT (318) INTERVIEWER: LOOK BACK TO 037/38. IF "NO" OR "DK" RESPONSE IN Q37 OR Q.38 RESPONSE OF MANUFACTURER IS SAME AS Q.45 CONTINUE WITH Q.46 IF Q.38 ANSWERED, AND MANUFACTURER DIFFERENT THAN IN Q.45, ASK Q48 46. Why did you choose (MANUFACTURER) for your (ROOM)? (LIST MANUFACTURER, ROOM, AND RESPONSE) (319) (320) (321) GO TO Q48 (322) 47. Why did you buy a different brand from the one you had in mind when you went to the store? (323) 48. Who installed the flooring in your (FROM 17)? (READ LIST -- CIRCLE ANY MENTIONED) FULL HALF FAMILY BASE i' KITCHEN BATH BATH FOYER ROOM MENT You 1 Your husband/partner 1 A member of your family, friends 1 The retailer provided the installation 1 A professional installer hired by you 1 23 23 23 23 23 4 5 6 (324) 4 5 6 (325) 4 5 6 (326) 4 5 6 (327) 4 5 6 (328) - 13- 50. Would you recommend the brand you purchased to a friend or relative? 1 YES 2 MO (341) 3 DON'T KNOW 61. How would you rate your satisfaction (342) 1 VERY SATISFIED - GO TO A BELOW with the vinyl flooring you purchased? 2 SOMEWHAT SATISFIED - GO TO Q62 Are you very satisfied, somewhat satis- 3 NOT AT ALL SATISFIED GO TO 62 fied, or not at all satisfied? IF SOMEWHAT OR NOT AT ALL SATISFIED TO 61, ASK: 62. Why aren't you satisfied? ( 343) Now, I'd like to ask you a few final questions for statistical purposes. ` A How long have you been living at your 1 1 YEAR OR LESS (344) present address? 2 BETWEEN 1 AND 2 YEARS 3 BETWEEN 2 AND 3 YEARS 4 3 TO LESS THAN 6 YEARS 5 6 TO LESS THAN 10 YEARS' 6 10 YEARS OR LONGER 0 REFUSED B Do you plan on moving within the next 1 YES (345) two years? 2 NO 3 DON'T KNOW C. Into which of the following age groups does your age fall? 1 18-24 2 25-29 3 30-34 4 35-39 5 40-49 6 50-59 (346) 7 60-64 8 OVER 65 9 REFUSED D. What is the last grade you completed in school? (READ CATEGORIES IF RESPONDENT HESITATES) . 1 Grade school (347) 2 Some high school 3 Completed high school 4 Some college 5 Completed college 6 Graduate school or more 7 REFUSED vy APPENDIX D FORM C: POTENTIAL PURCHASERS OF SHEET VINYL FLOORING 'x ) - 1floor covering survey -- riooa FORM C -- POTENTIAL PURCHASER OE SHEET VINYL ELOORING WITHIN TWO YEARS ) What coaoany first coees to eind when you think of sheet vinyl floor " covering? (DO NOT READ LIST -- ACCEPT ONE ANSWER ONLY. RECORD BELOW IN COLUMN UNDER 01) 2. What other companies case to eind? (PROBE: Any others?) (DO NOT READ LIST. . RECORD.BELOW IN COLUMN UNDER Q.2) FOR EACH COMPANY NOT NAMED IN O.I OR Q.2T ASK; 3. Have you heard of COMPANY sheet vinyl floor inn? (RECORD BELOW IN COLUMN UNDER Q.3) Q.2 0.3 (115) (116) (117) ARMSTRONG CONGOLEUM MANNINGTON GAF/TARKETT SEARS 11 1 2o 33 3 444 555 other: ______________________ 6 6 6 OTHER: I 77 7 DON'T KNOW. NONE 33 Which aanu.facturers_ of ssnhe,ewt viny7 l floor covering3ha1ve you seen or heard 1 advertisements for in the oast three or four eonths? (DO NOT READ LIST -- CIRCLE ANY MENTIONED UNDER'`UNAIDED* COLUMN) UNAIDED (118) AIDED (119) ARMSTRONG CONGOLEUM MANNINGTON GAF/TARKETT SEARS 11 22 33 44 55 OTHER ____ OTHER NONE DON'T KNOW 6 7 8 9 FOR EACH COMPANY NOT MENTIONED IN 0.4. ASK: 5. Have you seen or heard any advertiseaents for COMPANY sheet vinyl flooring in the past three or four eonths? (IF YES. CIRCLE NUMBER UNDER `AIDED* COLUMN ABOVE) IF CONGOLEUM MENTIONED IN 4 OR 5. ASK: 6. Where did you see or hear advertising for Congoleua? (DO NOT READ LIST -- CIRCLE ANY MENTIONED) 1 TELEVISION (120) 2 MAGAZINES 3 NEWSPAPERS 4 RADIO 5 STORE 6- OTHER: 7 DON'T KNOW - 312. Have you looked at any types of flooring in a store other than sheet vinyl flooring? 1 YES - GO TO Q.l2a 2 HO - Q.12c 3 DEC - Q.12c (126) IF YES. ASK: 12a. What other types of flooring did you look at? (CIRCLE AS MANY AS APPLY) 1 Vinyl tiles 2 Ceramic tiles 3 Carpet (127) 4 Wood 5 OTHER (SPECIFY): 6 DEC - GO TO Q12c FOR EACH CIRCLED IW Q.12a, ASK: 12b. Why do you expect to purchase 3heet vinyl instead of...(PROBE: What qualities did you like and dislike about each.) 1 Vinyl tiles: (128) 2 Ceramic tiles: (129) 3 Carpet: (130) 4 Wood: (13T) 5 OTHER: (132) GO TO Q12d 12e. Why do you expect to purchase sheet vinyl flooring rather than some other type of flooring, such as carpet, vinyl or ceramic tile, or wood? (133) 12d. What are the most important characteristics of quality and durability you look for in a vinyl floor? (134) 12e. Thinking about the sheet vinyl floor you plan to purchase. a) Aboutjiow long do you think your sheet vinyl floor will keep its shine? MONTHS __ YRS (135) X FOREVER Y DEC b) About how long do you expect it to be before the colors start to fade? MONTHS __ YRS (136) - X NEVER Y .DEC c) About how long do- you expect it to be _M0NTHS __ before the floor shows stains from dirty X NEVER shoes or spills that you can't easily get out? YRS (137) Y DEC d) How often do you expect to have to clean the floor with more than just water? EVERY WEEK(S) (138/39) EVERY _____ MONTH(S) X NEVER Y DEC - 5- 15. How I'd like you to rate sheet vinyl floor covering by different manu facturers on each of the characteristics I'm going to read. Based on what you know, or might think, please rate the products of these manufacturers of vinyl floor covering as excellent, good, fair, or poor. How would you rate COMPANY on CHARACTERISTIC? Would you rate it as excellent, good. fair, or poor? (IF RESPONDENT SAYS "Don' t know" LEAVE BLANK FOR THAT CATEGORY AND COMPANY) -------CONGOLEUM-----EXC GOOD FR PR __ Being a company that is -------ARMSTRONGEXC GOOD FR PR -----MANNINGTON----EXC GOOD FR PR a leader in fashionable------ (152)------- -------- (153)----- ---- (154)------ styles and designs 4 321 4 3 21 4 3 21 __ Being a company that makes flooring that keeps looking good ----(155)---- over time 4 321 --(156)----4 3 21 --(157)-----4 3 2_ 1 __ Being a leading company in the sheet vinyl -----(158)------ - flooring business 4 321 --(159)----4 3 21 -------- (160)-----4 3 21 __ Being a company that makes flooring that would look good in a number of rooms--(161)-- rooms in the house 4 321 .--(162)----4 3 21 * .--(163)-----4 3 21 Being a company that makes flooring that ----(164)---- is stain resistant 4 321 .--(165)----4 3 21 .--(166)-----4 3 21 16. Based on what you know, or might think, using a scale of 1 to 4 where one stands for Poor and 4 stands for Excellent, please rate each of these manufacturers on each of the following: POOR EXCELLENT DK DESIGNS Armstrong 1 2 3 4 5 (167) Congoleuo 1 2 3 4 5 (168) Mannington 1 2 3 4 5 (169) COLORS Armstrong Congoleua Mannington 1 2 3 4 5 (170) 1 2 3 4 5 (171) 1 2 3 4 5 (172) GOOD VALUE FOR THE PRICE Armstrong 1 2 3 4 5 (173) Congoleum 1 2 3 4 5 (174) Mannington 1 2 3 4 5 (175) DURABILITY OF FLOORING Armstrong 1 2 3 4 5 (176) Congoleum 1 2 3 4 5 (177) Mannington 1 2 3 4 5 (178) cont'd on next page END CARD 1 7- 22. Are you planning to replace the flooring in your (ROOM) ... (READ CATEGORIES, RECORD NUMBER(S) FOR EACH ROOM/AREA CIRCLED IN 17) 1 Aa part of overall re-decorating, 2 because the flooring ia worn, ' 3 you don't like the color 4 you don't like the deaign 5 you don't like type of flooring 6 you want a no-wax finish 0 you want a floor that ia easier to take care ofX OTHER: Y DON'T KNOW KITCHEN (241) FOYER (242) FULL BATH (243) FAMILY ROOM (244) HALF BATH (245) BASEMENT (246) 23. How many months have you been thinking of purchasing vinyl flooring? MONTHS YEARS (247) 24. How many months have gone by from the time you first thought about purchasing flooring to the time you looked at it in the store? __M0NTHS (248) X NOT LOOKED IN STORE Y DON'T KNOW 25. In about how many months do you expect to make a decision? __________ MONTHS (249) __________ YEARS Y DK 26. From which of the following types of stores do you expect to purchase your sheet vinyl flooring? [READ CATEGORIES] (250) 1 A flooring store that sells only sheet vinyl and vinyl tile flooring? 2 A flooring store that sells all types of flooring, including carpeting? 3 A store that sells flooring, paint, and wallpaper products? 4 A home-center, hardware store, or lumberyard? 5 A store that specializes in decorating rooms such as kitchens or baths? 6 OTHER (volunteered): 7 DON'T KNOW, REFUSED 27. Who will decide which floor covering to purchase? Will the decision be made only by you, T-ljy. you and other members of your family, or by a professional such as .an interior decorator or architect? 1 SELF -- GO TO'29 (251) 2 SELF AND FAMILY --GO TO 3 PROFESSIONAL -- Q.23 IF SELF AND FAMILY OR PROFESSIONAL TO 27. ASK: 28. How will FROM Q27 participate in the decision? For example, chose the manufacturer, chose the color, determined the amount of money to be spent, etc. (LIST EACH PERSON AND HOW EACH PARTICIPATED) (252) 9- 33. Which one of these characteristics of 3heet vinyl flooring is most important to you when selecting a vinyl floor? (READ LIST BELOW, IF NECESSARY) 34. Assuming 2 or more manufacturers were equal in the characteristics just mentioned, what would be the next most important characteristic? (READ LIST BELOW, IF NECESSARY) Q.33 Q.34 (267) (268) Color 11 Design 22 Durability Quality 33 44 Manufacturer's warranty 55 Price, including any special sales or rebates 6 6 Brand name reputation 77 Stain resistance 3a No seams in flooring No-wax 99 00 Ease of care XX Scuff resistance YY 35. You said that (FROM Q33) would be most important to you when you made your selection. Have you talked to anyone or obtained any information about that (those) characteristic^)? t YES - GO TO Q36 (269) 2 HO - GO TO 037 IF YES. ASK: 36. Who did you talk to or where did you look for that information? (READ LIST BELOW IF RESPONDENT HESITATES. RECORD BELOW) IF HO. ASK: 37. Who do you think you will talk to or where do you think you will look for that information? (READ LIST BELOW IF RESPONDENT HESITATES) Q.36 (270) Q.37 (271) MAGAZINE ADS NEWSPAPER ADS MAGAZINE ARTICLES RETAILER FRIENDS,' RELATIVES BROCHURE 11 22 33 44 55 66 OTHER 7 OTHER 8 NO INFORMATION DON'T KNOW 7 8 00 XX IF MAGAZINE ADS OR ARTICLES (1 OR 3) CIRCLED ABOVE, ASK: 38. Which magazines have you or will you look at? (272)' Q.45:47 OMITTED - 11- (SfCIP 313:323) 48 Who do you think will install the flooring in your (FROM 17)? (READ LIST, CIRCLE ANY MENTIONED) FULL HALF FAMILY BASE KITCHEN BATH BATH FOYER ROOM MENT YOU 1 Your husband/partner 1 .A member of your family/friends 1 The retailer provided the installation 1 A professional installer hired by you 1 23 23 23 23 23 45 6 (324) 456 (325) 456 (326) 45 6 (327) 456 (328) 49. If a manufacturer claimed that its sheet vinyl flooring never needed waxing, do you feel this claim would be: (READ CATEGORIES) 1 VERY BELIEVABLE (329) 2 SOMEWHAT BELIEVABLE 3 NOT TOO BELIEVABLE 4 NOT AT ALL BELIEVABLE 5 DON'T KNOW 50 Are you aware of any manufacturers who currently 1 YES (330) claim their flooring never needs waxing? 2 NO-GO TO Q52 3 DON'T KNOW - Q52 IF YES, ASK: 51. What manufacturers currently claim that 1 ARMSTRONG (331) their sheet vinyl never needs waxing? 2 C0NG0LEUM (DO NOT READ CATEGORIES) 3 MANNINGTON 4 OTHER_______ 5 DON'T KNOW 52. Would you prefer a no-wax or a never-wax floor? 1 No-wax 2 Never-wax 3 DK ( 332) 53. Do you think there is a real difference between no-wax and never-wax floors? 1 YES 2 NO 3 DK (333) 54. Have you ever heard of inlaid sheet vinyl flooring? 1 YES (334) 2 NO - GO TO A (DEMOS) 3 DON'T KNOW - GO TO A 55. What manufacturers of sheet vinyl flooring offer inlaid sheet vinyl flooring? (DO NOT READ CATEGORIES) 1 ARMSTRONG (335) 2 CONGOLEUM 3 MANNINGTON 4 OTHER ___________ 5 DON'T KNOW 56. How likely is it that you will purchase an inlaid vinyl floor? (READ CATEGORIES) 1 Very likely (336) 2 Somewhat likely 3 Not at all likely 4 DON'T KNOW (SKIP 337:343) I. Is that residence a (READ LIST) - 13- 1 Single family house 2 Multi-family house 3 Townhouse 4 Condominium 5 Apartment 6 REFUSED (353) J. How many years do you expect to live at the residence for which you are planning to purchase flooring?yrs(354:55) K. Do you have any children under 18 years of age living at home? 1 YES 2 NO -- GO TO M 3 REFUSED -- M (356) IF YES TO g, ASK: L. How many are (READ LIST) Under 5 5 to 9 10 to 12 13 to 17 (357) (358) (359) (360) M. Finally, counting the income of ALL family members who live in your household and including income from ALL sources, is your total annual family income (READ LIST) 1 Under 415,000 2 415,000 to under 420,000 3 420,000 to under 425,000 4 425,000 to under 430,000 5 430,000 to under 440,000 6 440,000 to under 450,000 7 450,000 or more 8 DON'T KNOW, REFUSED ' (361) That completes the interview. Thank you very much for your time. TIME COMPLETED ___________ INTERVIEWER INITIALS APPENDIX E DEMOGRAPHIC CHARACTERISTICS Demographic profile of respondents (NUMBER OF RESPONDENTS) TOTAL TOTAL 1988 1987 (604) (600) PURCHASED.........................PURCHASED--- CONGOLEUM ARMSTRONG NON-SHEET VINYL 88' 87' 88' 87' 88' 87' (68) (58) (172) (133) (302) (316) RESPONDENT AGE 18 - 34 35 - 59 60 or older 36% 39% 31% 44% 33% 35% 25% 29% 55 48 62 53 55 52 51 48 9 12 7 12 12 12 23 22 EDUCATION Some high school or less High school coaplece Some college or more 18% 38 44 22% 16% 30% 39 43 35 38 40 35 20% 14% 36 49 45 37 9% 21% 38 36 51 .43 INCOME Under 15,000 8% 11% 5% 11% 8% 11% 5% 10% $15,000 - under $25,000 19 20 14 20 19 18 18 13 $25,000 - under $40,000 30 29 26 24 29 23 26 24 $40,000 or more 29 28 33 33 33 35 32 26 MARRIED 80%/ 85% 86% 85% 83% 87% 81% 84*% OWN RESIDENCE 91% 91% 94% 95% 93% 93% 93% 90% SINGLE FAMILY HOUSE 91% 87% 90% 92% 92% 86% 87% 87% CHILDREN IN HOUSEHOLD 55% 52% 60% 54% 50% 52% na na YEARS EXPECT TO LIVE IN RESIDENCE 2 years or less 8% 14% 6% 10% 7% 17% 19% na 3-9 years 17 18 11 10 16 15 28 na 10 years or longer 59 58 71 66 63 57 52 na na - noc asked APPENDIX F INTERPRETATION OF AND UNCERTAINTY IN SURVEY RESULTS v INTERPRETATION OF AND UNCERTAINTY IN SURVEY RESULTS Survey research provides a summary, simplified view of complex behaviors and attitudes of large groups of people. Uncertainty both in the summary view and in predictions of future behavior based on that view results from several different steps in the research process. In order to aid the interpretation of our results, we list several of the major sources of uncertainty: - Specification of the research problem. Research is conducted to aid a specific sec of decisions. The populations studied and their particular attitudes and behaviors should be the ones most critical to prediction of future behavior given one decision versus another, but may be eangential to prediction of other behaviors. This kind of uncertainty is minimized when the research project is designed in advance with a particular decision in mind as Che end goal of the data obtained. - Design of the questionnaire and wording of Individual questions. A respondent answers any given question in the context of all chat has preceded it. In addition, the particular wording of a question affects the response, especially so when the respondent has no strong opinion. This uncertainty is' minimized through careful design, but in most cases remains the primary source of problems in interpreting the results. It can be further reduced at the report stage through attention to the context of the questions, and through emphasizing only results that fora consistent patterns across several questions. - Generalization from a small sample to a large population. Individuals speak for themselves, yet are taken as representative of many others similar to them. Sampling error results. The mean response rate of a sampled population will, in general, be close to the "true* mean response rata of the whole population, but will rarely equal it exactly. This kind of error can be quantified, and we present the sampling tolerances applicable to this study. But we stress chat this is only one source of uncertainty in the results. Regardless of the statistical significance of an isolated finding, it is less meaningful than a pattern of results across several questions, especially when that pattern complements additional information from sources outside the particular research project.