INTRODUCTION and OVERVIEW 

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. 

Individual Product Sectors Included:-

Findings from the survey are presented in MS Excel on CD-Rom as standard as well as an option to cross-reference results, browse individual responses and see graphical representations of the responses you choose, on a dedicated website. 

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. 

The findings are available in two separate, easy to use formats:-

PRE-ANALYSED DATA – Basic results, presented in MS Excel format, cross referenced by:-

• OCCUPATION

• AGE

• NUMBER OF BEDROOMS IN HOUSE

WEB-SITE ANALYSIS – Easy to use, enables full data analysis capability including:-

• Cross reference any 2 results quickly and easily (automatic count and % calculation)

• Browse individual responses

• View graphical representations of results per question.

• Download all results in comma separated format (.csv) for use in any other analysis software. 

Survey Questions List:-

Respondent Profile Questions (provided in both surveys)

• Please select your occupation from the following list:-

• Please indicate your marital status:-

• Please indicate your gender:-

• Please indicate your age range:-

• How many children live in your home?

• Please indicate your type of home:-

• Is your home owned outright?

• How many bedrooms does your house have?

• How many bathrooms does your house have?

• How many Showers do you have in your home?

• How many baths are there in your home?

• How often do you use a bath?

• On average how often do you use a shower?

Bathroom Products Survey (simplified)

• Please indicate which of the following products you have fitted in your main bathroom:-

• Please indicate which of the following products you have fitted in your ensuite or second bathroom:

• Approximately how long since you replaced your Bath/washbasin/toilet/whirlpool/taps/furniture in your main bathroom?

• Which of the following products do you intend to replace or install in your main bathroom in the next 12 months?

• Which of the following products do you intend to replace or install in your ensuite or second bathroom in the next 12 months?

• If you have installed or replaced a bath / washbasin toilet / spa / furniture / towel rail in the last 5 years, or you are planning to in the next 12 months, what were/are the primary reasons for doing so?

• If you have replaced or installed any of your bathroom products within the last 5 years, or are intending to within the next 12 months, please indicate who purchased/will purchase the products?

• If you have replaced or installed any of your bathroom products within the last 5 years, or are intending to within the next 12 months, please indicate who installed/will install the products?

• When purchasing bathroom products, what are the main sources of information influencing your choice of product?

• Please specify the key factors influencing your choice of purchase of bath and sanitaryware / taps / towel rails / furniture / accessories and rate them in terms of importance on a scale of 1-5.

• If you have replaced/installed any bath, sanitaryware/furniture/towel rail/accessories in the last 5 years, or are intending to within the next 12 months, please indicate where you purchased the products:-

• Please indicate what price range you would be willing to pay for a new bathroom, excluding labour costs:-

PROVIDED ON ONE, EASY TO USE, INTERACTIVE CD-ROM OR DEDICATED ONLINE WEBSITE.