Trade in building materials

Repair and construction business Building and Decoration Materials Trade Retail

Consumer behavior when choosing a store for the purchase of building and decoration materials

The market of construction and decoration materials in Rostov-on-Don over the past four years has been the most dynamic. According to monitoring of advertising in the press, about three hundred different firms, companies, shops are involved in this market, and the level of competition is quite high.

This study was commissioned by one of the market leaders - a store specializing in the sale of building and finishing materials and plumbing. The results of the study were used in developing the store’s advertising strategy.

For obvious reasons, the report provides only part of the information that is not confidential.

The main objective of the study is to clarify the motivation for consumers to choose a particular store of finishing materials.

In the course of conducting focused interviews, the following tasks were solved:

  • Identification of factors affecting the motivation of consumer behavior when buying finishing materials and choosing a store.
  • Classification of sources of influence on the choice of finishing materials and stores.
  • Identification of quality criteria for materials when buying in a store.
  • Identification of store characteristics that are significant for consumers and affect their choice.
  • Identification of ideal ideas about the store of finishing materials.
  • Clarification of the perception of advertising stores decoration materials.

The data obtained during the focus groups are valid, since the focus groups were carried out with exact observance of the research procedure.

Respondents for focus groups were selected from the target audience of the customer store. The main parameter for the selection of the study participants was the income of the respondents, allowing them to purchase decorative materials worth at least $ 2, 000. The second selection parameter is the decision to purchase decorative materials. The third parameter is the purchase of materials only in stores (excluding wholesale bases and markets). By gender and age, the groups were heterogeneous, i.e., they were mixed.

There were 3 focus groups, the first involved people who are just about to make repairs or are at the initial stage of repair, the second included buyers of the customer shop, and the third included respondents who bought finishing materials in other Rostov stores.

Key findings

1. Factors affecting the decision of potential buyers to make purchases in the store of finishing materials

Based on an analysis of consumer behavior after a decision on the repair of a house, apartment, or office, we can talk about three groups of consumers that differ already at the first stage according to the behavioral principle.

The first group can be conditionally called "Rationalists." They begin to make repairs by drawing up a defective statement (determining the direction of repair), drawing up an indicative estimate, and thus, are repelled from their financial capabilities. In this group, in turn, two categories of consumers were identified. Some seek advice and advice from specialists (designers, builders, just acquaintances who made repairs), however, they are actively involved in the selection, search and purchase of finishing materials.

"Estimating, dirty utility work {changed pipes and broke walls} - consultation of a specialist in the selection of building and finishing materials and shops."

“You need to know what is sold in stores, especially since stores now have everything from windows to nails.”

"Definition with the direction of repair - seek the advice of specialists."

Others start from their ideas about the market for finishing materials and, as a rule, correct these ideas by going around several stores they know, including the “collective farm market”.

"Drawing up a defective statement - an estimate for the materials - the choice of finishing materials - the search for construction companies: the choice of stores in terms of price and quality."

“Determining the type of repair: cosmetic or capital: I decided to do cosmetic in the rooms, in the kitchen, in the bathroom, the toilet - capital, then I chose finishing materials, then I chose two or three companies, because the materials are almost the same in all stores, For me, their ratio in quality and price is important. ”

Both categories of consumers choose products in stores based on the price-quality ratio.

Consumers of the second group - “delegating” - primarily hire specialists (designers, construction superintendents). And already on the basis of their recommendations, they fundamentally choose the type of finishing materials, and then make an estimate. For this group of consumers, financial opportunities are not primary. They are inclined to choose finishing materials and shops, based on the advice of hired specialists, draw information in special magazines such as Salon, Ideas of Your Home, etc.

Like the consumers of the first group, they are guided by the ratio of price and quality, but quality is in their first place.

“I hired a designer who looked and said what to do, advised me to hire a construction company, showed sketches of home decoration, advised decoration materials and shops.”

“Hired a foreman, determined the direction of repair; "the foreman advised which finishing materials are needed for these purposes, and where it is better to buy them."

“Consulting with a familiar designer is the choice of finishing materials: I select materials for the idea, designer advice that I saw with friends and in magazines, and then I look for these materials in stores.”

The third group of consumers can be called “Spontaneous”. They are spontaneously drawn into overhaul, starting from any one position.

“It was time to change the plumbing - then everything clung one after another: they had to change the tiles on the floor, it all ended with wallpaper and flooring.”

“I earned an nth amount of money, then my parents and I decided to make repairs - we started with plumbing, the house wasn’t new, I had to change pipes and everything else: first I went shopping, looked at what it was and how much it cost {quality to price ratio } ".

The study showed that when choosing stores, stereotypes about store specialization play a role among consumers as a result of past personal and other people's experience, as well as advertising.

2. Sources of information affecting the choice of finishing materials and stores

These sources of information can be divided into two groups: sources of personal influence and indirect.

The first include:

  • Designers
  • Construction superintendents, construction specialists.
  • Reference groups (for example, acquaintances who recently made repairs).
  • Family.
  • Managers, consultants, sellers in the store (“I wanted to buy suspended ceilings in the kitchen, and the seller said that putty and paint would be better, suspended ceilings in the kitchen - yesterday, what area looks better, the ratio of room size to size, for example tiles, textures of wallpaper ").

The second includes:

  • Advertising.
  • Specialized illustrated magazines.
  • Catalogs in stores.

Examples of using goods in a store (“so that you can touch, feel, walk on linoleum, so that the tiles are laid, something is painted with paint”).

3. The main criteria for assessing the quality of finishing materials

The main criteria by which consumers judge when buying the quality of finishing materials are:

Price (“quality cannot be cheap”; “a good thing is not cheap”; “we love the most expensive”; “we are not so rich as to pay twice”; “a mean person pays twice - it’s better to pay once”).

Country of origin (“if I know that English wallpapers are good, then I will buy them for the rest of my life”).

As revealed in the study, there are some differences in the criteria of buyers of a rational type and emotional.

For people of a rational type, mainly men, such qualities as are important:

  • functionality of materials: strength, durability, wear resistance, etc. - materials must withstand all the described parameters. For example, durability and durability are important for paint; number of revolutions - for the laminate,
  • product warranty
  • availability and content of certificates,
  • Annotations to the materials
  • production date (time) for perishable materials (paint, cement, etc.),
  • environmental friendliness of materials.

People of an emotional type, mainly women, additionally judge quality also by the appearance of materials (color, texture, shape, size). Listen to the advice of friends who have already used this material.

Sellers have a great influence on the choice of finishing materials directly in the store.

For buyers are important:

  • recommendations of the seller (“if the seller tells me that this tile is of better quality, I will buy it, even if it will be more expensive, I can even change the color of the tile selected in advance in favor of a better producer”);
  • trust in the seller (“so that the seller tells everything, and not pull out of it, it is important that he speaks about the shortcomings, and not just about the merits - this inspires confidence, if a person buys, he must know everything about the material”, “we need complete information ").

As a result of the study, the criteria were identified that buyers are guided by when choosing goods and materials for repair and decoration for some product groups:

SANITARY WARE

Price (“the higher the price, the better the quality”).

Country of origin (“Spanish, Italian plumbing - good”).

Beautiful appearance: shape, size, color.

The material from which the plumbing is made (“did not succumb to corrosion, so that the enamel does not fall off after a year”; “plastic bathtubs are not for people with a lot of weight, they bend, creak, break”).

The size of the bathroom ("the store must have plumbing of different sizes").

Store reputation.

Modern model (“the more modern the model, the plumbing seems to be better”).

Convenience.

Availability of equipped plumbing.

TILE

Producing country.

An assortment of textures, colors, sizes, friezes.

Price.

Tips from specialists and seller in choosing tiles.

FINISHES FOR WALLS

Price ("I will pay a high price for quality, live in these wallpapers, I will have to look at them constantly").

Country of origin (“Swedish, English wallpapers are wonderful”).

Assortment of textures, colors.

Beautiful appearance.

Dependence of the type of decoration on the functionality of the room (“in the children's room you get dust-and-noise absorbing wallpapers, you close the nursery and you don’t hear what is done in other rooms”) and practicality (“so that the material is not afraid of temperature changes, so that it doesn’t wear out quickly”).

Modernity and fashion (“gunning is an order of magnitude higher than wallpaper, it can be repainted”, “the mood has changed, I can repaint it whenever I want”).

Tips seller.

4. Characteristics of the store decoration materials

Focus group participants were asked to name the most significant, less significant and insignificant, in their opinion, the characteristics of the store, which affect the first arrival to the store, form an impression of the store, attitude to it, and entail subsequent purchases in this store.

The most significant characteristics of the respondents included:

  • comprehensive assortment and stock availability. Assortment of goods, manufacturing countries, price range, assortment of related accessory goods (“In general, I would like to go to one store and buy everything, so that I can buy a lid for this toilet bowl, and glue for wallpaper, so I don’t need anymore to run and look for somewhere, albeit not in the kit, but in the next department I’m ready to buy it; "" what is on display in the hall should be in decent quantities at the warehouse ");
  • high quality of service (“Seller’s explanations about the product: for example, linoleum can deteriorate due to excess heat, this glue is needed for these wallpapers, and this putty is on this tile, because the other will not work”; “seller’s tips and explanations, why this material is needed ";" even if the material I need is not in the store, on the advice of the seller I can buy something else in this store ";" if the seller says to me in the store my question - go and look there, I will immediately I turn around and leave. I think so: if this person does not want a slave dad, doesn’t want to present his goods, doesn’t care about his company - don’t, I’ll go to another store ";" if the store doesn’t have the product you are looking for, it’s very important that the seller apologizes, tells you where you can buy it now, or said when you can call, it causes sympathy among people ";" I will go to where they smile at me, they talk to me ").

In second place in importance are:

  • advertising and store image;
  • service and a full range of services (“Delivery to the apartment, not to the entrance, then disputes begin for each floor, and it turns out that while you are in the store, they persuade you, and then some friction begins”; “Fulfillment of the terms of delivery: promised a week later, I paid, but there is no product, I made a refund and bought it in another store ”).

Insignificant characteristics include only the location of the store.

5. Portrait of the perfect store

To determine the positioning of the store and optimize its work, a constructive projective method was used. This projection allows you to figure out which store consumers want to see. Respondents were asked to describe the ideal store of finishing materials in a number of ways in their presentation. The following perceptions were identified:

EXTERNAL STORE VIEW

Correspondence of the external and internal appearance of the store to the quality of the materials that the store sells (“so that there is no impression, a shoemaker without boots”; “so that a person coming to the store thinks: I want myself the same”).

Compliance of the facade with the profile of the store.

Parking, driveway.

Appearance of the store.

Beautiful signboard at the store, beautiful shop windows.

INTERNAL STORE VIEW

Modern new equipment.

Good store lighting.

Large bright trading floors.

Examples of the use of materials so that everything is clear (“finished rooms, corners, a laminate hangs on a stand, and lies next to it on the floor, walk on it and you can immediately see how it is washed, what 7 thousand revolutions, what 14”).

The presence of related materials, accessories.

The interior of the store (“a lot of promotional materials”, “interior sketches from existing materials, that is, an example of use”).

Clear prices.

Comfortable temperature in the store (“it’s cool in summer, it’s not hot in winter clothes in winter”).

Free access to goods (“so you can see everything, touch!”).

Sectional layout of materials.

Catalogs, brochures on the trading floor.

A place where you can sit, look at catalogs and think (for example, a cafe).

RANGE

A very wide assortment ("from nails to curtains for a shower"; "there is a difference between apartment renovation and building a house - building materials are needed - brick, cement, pipe").

Correspondence of time (“the store must change in accordance with new products, the store must develop, and not stand still”).

ATTITUDE TO BUYERS

Gifts from the store to people buying for a certain amount.

Discounts ("from the amount for which the goods were bought, seasonal, for regular customers, for newlyweds, coupons with discounts in newspapers").

Discount cards for regular customers.

PERFECT STORE PERSONNEL

Excellent service ("unobtrusive service - close by, but do not cling"; "freedom to go to choose for yourself, and then use the advice and clarifications of the seller").

Qualified staff.

Staff uniforms (“to distinguish from visitors”).

The loader is also the face of the store (“uniform, friendliness, and sometimes such loaders come out that you say to him:“ No need, no need, I myself! ”).

SERVICES IN A PERFECT STORE

Additional services for the installation of equipment on the principle of “sold and done” (“let me install a bath that they sold, or you have to look for plumbers, and they begin to say that they sold you incorrectly and this spoils the impression of the store”).

Construction and finishing brigades attached to the store (“tilers, plumbers”; “so that the store either has designers, that they are interested, that I will come back to them or that the store can advise whom and where to contact”).

ADVERTISING A PERFECT STORE

Advertising (“and advertising of materials and the store itself, so that the store is heard”).

* Promotional materials about products in the store itself (“so that you can read more about this product”).

Product annotations.

6. The perception of advertising stores decoration materials and attitude to it

The perception of advertising stores decoration materials and materials themselves is influenced by the motive of the leading type of activity. In this case, repair is a leading type of activity. Thus, a person is more susceptible to advertising and any other information related to decoration materials and shops. Он сознательно обращает свое внимание на рекламу, ищет ее. («Когда уже делаешь ремонт, ты прислушиваешься к любой рекламе, где речь идет об отделочных материалах»).

Когда человек не занимается ремонтом, очень важно, чтобы реклама действовала на уровне непроизвольного внимания, откладываясь на уровне подсознания, тогда при актуализации потребности в строительных и отделочных материалах первой будет всплывать именно та марка, то название, та информация, которая содержалась в такой рекламе.

В ходе исследования отношения респондентов к рекламе, мы пришли к некоторым заключениям:

Реклама влияет на выбор магазина. Первый приход в магазин может быть связан именно с рекламой.

На первом месте по влиянию и запоминаемости стоит телевизионная реклама.

На втором месте по влиянию на уровень подсознания стоит радиореклама.

Сознательно человек обращается к рекламе в поиске товаров, используя «Ростовский Торговый Дом», чтобы сравнить цены и ассортимент в разных фирмах и «Ва-Банкъ» и «Юг-Рекламу», чтобы узнать, рынок магазинов отделочных материалов и адреса.

Реклама должна соответствовать действительности («потому что это будет не так, я разочаруюсь в магазине и больше туда не пойду»; например, рекламируют ЦСМ, у нас есть и то, и се, в зале все выставлено, а когда сталкиваешься — это только на заказ, этого у нас нет, только остаток»).

Общие выводы и рекомендации

К наиболее значимым характеристикам магазина отделочных материалов потребители отнесли: высокое качество обслуживания, а также всеобъемлющий ассортимент и наличие товаров на складе. (Ассортимент товаров, стран-производителей, ценовой ассортимент, ассортимент сопутствующих товаров-аксессуаров).

Выбор магазинов потребителями, которые нанимают специалистов, в основном обусловлен личным влиянием, поэтому важно, чтобы этим потребителям магазин был отрекомендован специалистами, хотя бы по одной-двум позициям.

Спонтанные потребители, скорее всего, придут в те магазины, которые первыми придут им на ум. Таким образом, для них очень важна напоминающая реклама. Кроме того, для таких людей очень важен первый опыт покупке в магазине: если он положительный, велика вероятность дальнейших покупок.

Потребители рационального типа, во-первых, будут искать магазины, а значит просматривать рекламу в рекламно-ценовых изданиях типа «Торговый дом» и «Ва-банкъ», а во-вторых, обратятся в те магазины, которые им уже известны: от знакомых и специалистов, то есть, используя чужой положительный опыт покупки в магазине; из рекламы, то есть магазины, которые находятся «на слуху» в данный момент времени.

В общем и целом потребители выбирают товары в магазинах, исходя из соотношения цена-качество.

Магазин должен вызывать доверие, чтобы цена соответствовала качеству товаров.

Большое влияние на выбор отделочных материалов уже непосредственно в магазине оказывают продавцы. Для покупателей важны: рекомендации продавца и доверие к продавцу.

Целесообразно проводить планомерную работу со специалистами (дизайнерами и прорабами), а также собственным персоналом.

Целесообразно организовать в магазине демонстрационные «уголки» с применением продаваемых в магазине материалов.

Необходимо иметь в ассортименте современные модные товары или формировать моду на товары с помощью внутренних резервов магазина.

Для нового потенциального покупателя любой магазин отделочных материалов может быть новым, т. к. он ранее не сталкивался с этими магазинами.

Большие покупки могут начинаться с мелочи (коврика, садового инвентаря и т. д.) — негативный опыт общения оттолкнет покупателя.

Реклама должна носить непрерывный напоминающий характер, с тем, чтобы доставать потенциальных потребителей и их референтные группы.

На восприятие рекламы магазинов отделочных материалов и самих материалов оказывает влияние мотив ведущего типа деятельности. В данном случае к ведущему типу деятельности относится ремонт. Таким образом, человек более восприимчив к рекламе и любой другой информации, связанной с отделочными материалами и магазинами. Он сознательно обращает свое внимание на рекламу, ищет ее.

Когда человек не занимается ремонтом, очень важно, чтобы реклама действовала на уровне непроизвольного внимания, откладываясь на уровне подсознания, тогда при актуализации потребности в строительных и отделочных материалах первой будет всплывать именно та марка, то название, та информация, которая содержалась в такой рекламе.

Для специалистов нужна скорее информационная реклама.

Засорина Татьяна, Штернлиб Наталья

Источник: Корпоративный менеджмент, www.cfin.ru

* The article is more than 8 years old. May contain outdated data


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