| A recent study was conducted by Minneapolis-based Market Resource Associates (MRA) with Home Builders and Remodeling Contractors to learn more about their purchasing habits for wood windows. The respondents were asked how they decide where to purchase their wood and wood clad windows--and how much of that decision is based on the brand of the window or the dealer selling the window.
Here is what 540 respondents said:
According to John Cashmore, President of MRA, "This is a trend we are seeing more and more, being caused by dealers' sales personnel not being trained properly, and able to answer some of the most basic questions about what they are selling. Many builders and remodelers are taking it upon themselves to understand a few important lines to their business, and don't rely on dealer personnel for anything beyond placing the order."
But is it all the dealers' fault? Not at all says Cashmore. "Dealers increasingly are trying to be all things to all people. They either stock or can order sometimes more than 10 brands of windows. This makes it difficult for their folks to gain a real understanding of so many brands, and leaves a huge product knowledge gap"
According to other studies conducted by the firm, similar answers have been found when MRA tests decking, siding, roofing, insulation, doors, power tools and many specialty forest products.
This represents a major shift over the past 10 years as local suppliers cease to exist or consolidate and "Joe" on the lumber counter retires and is not replaced.
For more information regarding this survey, contact Market Resource Associates at 800-795-3056 or visit their web site at MRAOnline.com. Ask for either John Cashmore or Matt Brown. You can also contact them via email at john.cashmore@mraonline.com or matt.brown@mraonline.com
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