|
Home Buyers Prefer Retailers’ Kitchen Appliance Options
Certain members of the National Council of the Housing Industry (NCHI) — the Supplier 100 of NAHB are doing a good job of manufacturing appliances that satisfy the owners of newly built homes, according to a recent study of major home appliances by J.D. Power and Associates.
Kitchen Aid — a subsidiary of NCHI member, Whirlpool Corporation — ranked highest in consumer satisfaction with dishwashers and ranges/cooktops/ovens, according to the J.D. Power study.
Findings in the inaugural study were based on responses from 7,574 new-home buyers who had recently purchased new kitchen appliances that were either included in the home or purchased from a retailer.
The study was conducted to measure the satisfaction of new-home buyers with the performance, features, look and feel, warranty and price of major kitchen appliances. The study also explored brand loyalty, where appliances were acquired, problems, warranty and repair service and extended warranty purchases.
Also performing well in both the range and dishwasher categories were Whirlpool Gold and GE Monogram, which are also produced by NCHI members.
While non-NCHI member Samsung ranked highest among refrigerator manufacturers, Kenmore Elite — manufactured by Sears, an NCHI member — scored well with consumers along with KitchenAid and Whirlpool Gold.
Builder vs. Retailer
The study found that 90% of buyers of newly built homes acquired their dishwashers and ranges through the builder. However, 60% purchased their refrigerators through a retailer.
Among consumers who purchased their appliances from a retailer, 27% said that they would definitely buy the same brand the next time they are in the market for a kitchen appliance. Only 14% of those who purchased from the builder said the same.
“While builders often simplify the process of purchasing appliances, there are typically fewer options in terms of brands and features for consumers,” said Dale Haines, director of real estate industries at J.D. Power and Associates.
“Consumers who purchase their appliances from a retailer are often more satisfied with the brand and model they ultimately purchased, because they had complete control over the purchase decision,” Haines said. “This contributes to higher rates of brand loyalty.”
The study also found that consumers who purchased an extended warranty for their appliance reported greater satisfaction with warranty and repair services than those who did not.
Twenty-three percent of consumers who did not experience any problems with their appliance said they would “definitely” buy the product again, compared to only 7% of the consumers who reported at least one appliance problem.
|
