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Report: Retailer Comes First, then Brand When Shopping for Vacuums
Nov 30, 2009
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According to a new report from The NPD Group, Inc., pricing and convenience weigh heavily in consumers’ minds when deciding where to shop for vacuum products. As this new report further reveals, many consumers consider the store first, and then shop among the brands and models of vacuums offered.

While the importance of price and convenience has worked in favor of mass merchants, the report said the emphasis on retailers may be troubling for manufacturers, as it calls brand loyalty into question. Adding to this concern, about half of indoor vacuum owners surveyed said that the brand of their primary vacuum is different from one previously owned.

"These insights speak volumes, emphasizing that manufacturers need to constantly ‘re-sell’ their brand, even to current owners," said Peter Goldman, president of NPD’s home industry sector. "In the ongoing effort to build brand equity, manufacturers may want to re-examine how they utilize their advertising and marketing dollars, strategizing not only within their organization, but with their retail partners as well," said Goldman.

Owners of vacuums told NPD when purchasing their next vacuum they will consider suctioning power, product durability, ease of use, and ease of mobility. Though mass will continue to be their channel of choice, the report said that the majority of vacuum owners are realistic that they need to pay a premium for certain features. Those who own and use an indoor vacuum expect to pay an average of US$232.50 to replace their current vacuum cleaner.

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