Abstract
During March 2005, AMA Research undertook an exclusive quantitative consumer research survey on
the UK Bathroom Products Market. The findings, based on a survey of more than 1600 consumers are now
available to purchase, supplied on interactive CD and on a dedicated, on-line website enabling full,
bespoke data analysis.
Key Issues Addressed by each Survey:-
- OWNERSHIP LEVELS -- Current levels by product; different rooms (main bathroom, en-suite);
replacement period (last 12 months, 1-3 years,4-6 years etc.); Intentions to replace by product in
next 12 months; reasons for replacement; Product usage (bath / shower frequency).
- SPECIFICATION PROCESSES -- Key decision making issues rated by importance (colour, material,
price, style , brand); information sources rated by importance (family/friends, installer,
showroom/retailer, magazine, manufacturer etc); likely future purchasing; role of family members in
purchasing decision.
- PURCHASING & INSTALLATION -- Where products are purchased (builders / plumbers merchants,
DIY store, furnishing multiple, bathroom specialist etc.); professional / DIY installed; price
consumers are willing to pay for a new bathroom.
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