The covered categories are microwave cookware, irons, coffeemakers, metal cookware, everyday glassware, full-sized vacuum cleaners, hand-held vacuum cleaners, electric can openers, metal bakeware, toasters, toaster-ovens, wall clocks, analog alarm clocks, digital alarm clocks, curling irons/brushes, hair dryers, food processors, electric mixers and non-electric knives.
While the special report focuses on purchase behavior, purchase intentions are touched upon. It should be noted, then, that results of the purchase intention portion of the survey must be viewed as the respondents’ stated intention or likelihood to purchase a product listed on a questionnaire. Results cannot take impulse purchases in to account.
The special report does not cover the third wave of the survey, which was conducted in September of 1985. The results are being presented in the December 16, 1985, January 20, 1986 and March 10, 1986 issues.
The semi-annual survey is being conducted for HFD by NFO Research Inc. (National Family Opinion) headquartered in Toledo, Ohio, one of the nation’s largest and most respected market reseach firms.
NFO is using a Multicard Survey to gather Consumer Track data. The Multicard used for Consumer Track is mailed to 10,000 households, or two NFO Panels. The NFO Panel consists of 5,000 households previously selected by NFO to conform to the latest available U.S. Census data with respect to market size, age of household head, annual household income and household size within each of the country’s nine georgraphic regions.
The first wave was mailed to two NFO Panels on August 1, 1984. On Sept. 19, after allowing for an answering period, the returns were closed for machine tabulation. At that time, there were 6,388 households returning, or 63.9 percent of the total mailing.
After the returns were tabulated, there were 4,018 households responding to the purchase intention portion of the survey, representing 40.2 percent of the total mailing, and there were 5,788 households responding to the purchase portion of the survey, representing 57.9 percent of the total mailing.
The second wave was mailed to two NFO Panels on February 1, 1985. On March 6, after allowing for an answering period, the returns were closed for machine tabulation. At that time, there were 6,319 households returning, representing 61.4 percent of the total mailing.
After returns were tabulated, there were 3,662 households responding to the puchase intention portion of the survey, representing 36.6 percent of the total mailing. There were 5,842 households responding to the purchase portion of the survey, representing 58.4 percent of the total mailing.
The results of both waves of the survey were first published by HFD in three parts. The first reported purchase intentions in the “next six months.” The second reported purchase behavior in the “past six months.” The second reported purchase behavior in the “past six months.” and the third analyzed purchases and purchase intentions to spot trends in the market. Copies of those reports can be obtained from HFD.
Microwave cookware comes on strong
When planning Mother’s day, Father’s Day and bridal programs, retailers should consider highlighting electric mixers, toaster–ovens, food processors and hand-held vacuum cleaners.
More than a quarter of those appliances purchased from February through July, 1984 were given as gifts. They were in greatest demand during the Mother’s Day, Father’s Day and bridal gift-giving season. More toaster-ovens were purchased in May than in any other month, while more food processors and hand-held vacuum cleaners were purchased in June. More electric mixers were puchased in July, but June ran a close second.
The first wave of Consumer Track, HFD’s semi-annual survey of consumer purchases and purchase intentions, was mailed to 10,000 househlds on August 1, 1984. After returns were tabulated, there were 5788 households responding to the portion of the survey that tracked purchases in the previous six months. Here are some of the other findings:
— In the six-months, 43 percent of households purchased one or more of the 19 housewares products listed.
— Almost two-thirds of the purchasers bought just one of the products.
— Microwave cookware was the top purchase, followed by coffeemakers, metal cookware, everyday glassware and curling irons/brushes.
— In electrics, coffeemakers were the top purchase, followed by curling irons/brushes, hair dryers and digital alarm clocks.
— In non-electrics, microwave cookware was the top purchase, followed by metal cookware, everyday glassware, metal bakeware and knives.
— More than two-thirds of the irons, toasters, full-sized vacuum cleaners, electric can openers, coffeemakers and hair dryers purchased replaced producs that households have owned.
— More than a quarter of the electric mixers, toaster-ovens, food processors and hand-held vacuums were purchased as gifts.
Consumer Track results also showed that households making a purchase favored discount stores over all other retail outlets. In fact, 50.1 percent of households that made a purchase reported buying something at a discount store, 17.4 percent at a department store, 12.3 percent at a national chain (Sears, Penney, Ward), 11.4 percent at a catalog showroom, 5.2 percent at a hardware store and 3 percent at an appliance outlet.