五金店和家装市场研究

五金店是社会的重要组成部分
At Hardware stores, buyers buy vital products and equipment for homes and businesses. Customers can efficiently buy products that improve lives and boost productivity.
SIS 在帮助五金店连锁店走向全球、实现战略目标和更好地满足客户需求方面拥有丰富的经验。
五金店和家装市场研究
我们帮助五金店检查以下事项:
- Which categories to emphasize in store to be best aligned with consumer needs/DIY behavior
- 各类产品种类的深度
- 产品包装(散装与独立包装)按类别划分
- 重点关注季节性商品分类
- 营销组合
We provide valuable insights regarding purchasing behavior, current home improvement trends, and the purchase journey. The overall project objectives are:
- Develop a greater understanding of who the local home maintenance and home improvement shopper
- 确定客户最有可能开展的项目
- Determine how customers complete projects across the 3 main project types
客户行为
- 确定顾客在哪里购物
- 确定购买哪些产品的信息来源
- 简要态度概况
- Offer in-depth analysis and reporting of the findings in a final report to be presented to the client team if requested
管道客户
我们将一个片段定义为 Pluming Related Projects, 其分类依据是过去 3 年内做过以下任何一件事或可能在未来 2 年内做以下任何一件事的人。
这些人将凭借其对这类任务的了解而成为目标。
- 修理马桶水箱漏水的阀门
- 修理漏水的马桶(水从马桶底部流出)
- 修理漏水的水槽水龙头
- 更换水龙头
- 修复水槽下管道的漏水
- 修理马桶堵塞
- 疏通水槽
- 更换淋浴喷头
- 更换或安装热水器
个人 电气及照明相关项目 按照过去 3 年内做过以下任何一件事或可能在未来 2 年内做以下任何一件事的人进行分类。
电工客户
Electricians are therefore very skilled for having to protect against surges and are multi-talented.
- 更换或安装新的有线门铃?
- 更换还是安装新的吊扇?
- 更换还是安装新的灯具?
- 更换或者添加开关板?
- 更换或者添加插座板? 或者墙上插座板?
- 更换或安装水槽下的垃圾处理器?
其他客户
个人 其他的项目 按照过去 3 年内做过以下任何一件事或可能在未来 2 年内做以下任何一件事的人进行分类。
These are all high-incidence as these DIY jobs are done by the head of the household. Even the elderly will ask a neighbor to do this job for them rather than employing a contractor.
- 更换或安装门锁?
- 要更换家里的门吗?
- 粉刷您家里的一个或多个房间?
- 粉刷你房子的外墙吗?
- 修理漏水的屋顶?
- 安装百叶窗或窗帘?
家居装修融资市场研究
We conduct research with contractors and lenders on the topic of Home Improvement Lending and Financing. For example, we conduct research on how small-to-mid-sized home improving and remodeling businesses finance their operations. We examine:
- 这些承包商在什么样的商业环境中运营
- 他们目前的融资需求是什么
- 他们使用什么替代方案来满足这些需求
- 承包商对可能满足其财务需求的 3 个新概念有何反应
我们发现了与管理现金流、融资类型以及聘用建筑承包商的方式相关的未满足的关键需求。
中心位置测试方法
A Central Location Test (CLT) is a face-to-face methodology in which respondents are invited to take part in research that is conducted in a public accessible place, such as a hall or specialized facility. Central Location Testing thrives on showing products or stimulus to a big group of respondents that need to be carried out in standard conditions and/or procedures. Central Location Testing typically achieves a higher response rate and better results in research that may be too long or difficult for the respondent to carry out individually.
示例方法
- 目标受访者为 450 人
- 根据项目类型细分为 n=150:
-
- 管道相关项目
- 电气及照明相关项目
- 其他的项目
-
- 每位受访者将花 20-25 分钟在平板电脑上回答调查
- SIS 将使用客户团队提供的问题,并根据需要翻译和修改问题以适应当地市场
- 未经客户批准,不得进行任何更改
- 问卷主要由封闭式多项选择题组成,最多有 5 个开放式问题
目标市场
我们在这个领域研究的一个共同目标市场是过去 3 年内至少做过一种上述项目类型或计划在未来 2 年内这样做的消费者:
- 室内绘画
- 外墙涂装
- 轻度管道维修(修理马桶、更换水龙头等)
- 照明电器(更换灯泡、开关等)
- 种花园/种花
- 草坪维护(肥料等)
- 招募混合项目代表
It is important to recruit for a mix of project representation. We may focus on consumers who have purchased a home maintenance/home improvement item for their home in the past year using a self-service format store. The age range is typically ages 30-50, and there may be a mix of 60% males/40% female. Depending on which country we survey, the middle class is defined by local market standards. We may also examine the role of e-commerce and online research in the purchasing decision.