For instance, while laundry rooms topped the “must have” list among all respondents and all races, the other top 10 items varied according to race.
Top 10 Items That Influence Purchase Decision
|
Rank |
National |
Black |
Hispanic |
Asian |
|
1 |
Laundry Room |
Laundry Room |
Laundry Room |
Laundry Room |
|
2 |
Linen Closet |
Linen Closet |
Dining Room |
Exhaust Fan |
|
3 |
Exhaust Fan |
Exterior Lighting |
Exterior Lighting |
Dining Room |
|
4 |
Exterior Lighting |
Exhaust Fan |
Linen Closet |
Exterior Lighting |
|
5 |
Walk-in Pantry |
Dining Room |
Walk-in Pantry |
Linen Closet |
|
6 |
Deck in Rear |
Separate Shower Enclosure |
Exhaust Fan |
Separate Shower Enclosure |
|
7 |
Dining Room |
Ceiling Fan |
Ceiling Fan |
Water Temperature Control |
|
8 |
Front Porch |
Deck in Rear |
Fenced Yard |
Walk-in Pantry |
|
9 |
Lot with Trees |
Patio in Rear |
Patio in Rear |
Island Work Areas |
|
10 |
Ceiling Fan |
Walk-in Pantry |
Built-in Shelving |
Double Pane Windows |
According to the survey, the five most popular kitchen features included:
Popular Kitchen Features
|
1 |
Walk-in Pantry |
85% |
|
2 |
Island Work Area |
77% |
|
3 |
Solid Surface |
65% |
|
4 |
Built-in Microwave Oven |
61% |
|
5 |
Special Use Storage |
60% |
Of the five most popular bathroom features, the survey reported that consumers preferred:
Popular Bathroom Features
|
1 |
Linen Closet |
91% |
|
2 |
Exhaust Fan |
87% |
|
3 |
Separate Shower Enclosure |
65% |
|
4 |
Water Temperature Control |
61% |
|
5 |
Whirlpool Tub |
60% |
The five specialty areas consumers preferred incuded:
Speciality Areas
|
1 |
Laundry Room |
95% |
|
2 |
Dining Room |
81% |
|
3 |
Home Office |
64% |
|
4 |
Den/Library |
61% |
|
5 |
Sun Room |
49% |
|
6 |
Media Room |
36% |
The most popular outdoor features reported by consumers included:
Popular Outdoor Features
|
1 |
Exterior Lighting |
87% |
|
2 |
Front Porch |
82% |
|
3 |
Rear Deck |
82% |
|
4 |
Lot with Trees |
81% |
|
5 |
Rear Patio |
77% |
|
6 |
Fenced Yard |
68% |
|
7 |
Screened Rear Porch |
61% |
Regarding home technology, buyers wanted:
Home Technology
|
Multiple Phone Lines |
45% |
|
Structured Wiring |
45% |
|
Security System |
44% |
|
Energy Management |
42% |
|
Multi-Zone HVAC System |
37% |
|
Lighting Control System |
32% |
|
Monitored Security |
26% |
|
Home Theater |
24% |
|
Automated Lighting Control |
24% |
|
Distributed Audio |
18% |
|
Central Vacuum System |
16% |
|
Home Automation |
12% |
Ahluwalia reported that the survey found some differences in the types of homes preferred by the different population groups. These included:
Type of Floor Plan Preferred
|
|
National |
Blacks |
Hispanics |
Asians |
|
Single-story |
54% |
42% |
49% |
>36% |
|
Two-story |
33% |
36% |
34% |
42% |
|
Split level |
13% |
22% |
17% |
19% |
Parking Preferred
|
|
National |
Blacks |
Hispanics |
Asians |
|
1-car garage |
7% |
8% |
5% |
5% |
|
2-car garage |
46% |
48% |
49% |
46% |
|
3-car garage |
29% |
24% |
26% |
30% |
|
4-car garage |
6% |
4% |
6% |
10% |
|
none |
3% |
3% |
2% |
1% |
In additon, NAHB surveyed the respondents to determine what they might be willing to trade off:
Trade-Offs Preferred 1995-2003
|
|
2003 |
2000 |
1995 |
|
A bigger house with fewer amenties
OR
A smaller house with high quality products and amenities |
37%
63% |
51%
49% |
N/A
N/A |
|
A much larger family room and no living room
OR
Family room and living room about equal in size |
49%
51% |
46%
54% |
44%
56% |
|
An open living room/dining room
OR
Distinct and separate dining and living rooms |
58%
42% |
53%
47% |
48%
52% |
|
Larger than average kitchen and smaller living area spaces
OR
Typical kitchen and living areas |
34%
66% |
30%
70% |
32%
68% |
|
More space in master bedroom, less space in master bath
OR
Less space in mastern bedroom, more space in master bath |
66%
34% |
70%
30% |
69%
31% |
|
Two full master bedroom suites plus one standard bedroom
OR
One full master bedroom suite plus three standard bedrooms |
26%
74% |
25%
75% |
24%
76% |
|
Master bedroom on first floor in a two-story home
OR
Master bedroom on second floor in a two-story home |
59%
41% |
52%
48% |
40%
60% |
About the Survey
The NAHB Economics Group has been conducting consumer preference surveys every three to five years since 1980. The 2003 consumer preference survey is the first time the survey convered a national sample and independent samples of blacks, Hispanics and Asians.
The survey contained 46 questions on design, features, products and layout in new homes. It was mailed to about 5,700 households.
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