Survey Finds Consumers More Focused on Window Price

July 14, 2010
Markets

Price has become an increasingly important consideration for consumers when selecting or rejecting a window or patio door brand, according to the J.D. Power & Associates 2010 Windows and Patio Doors Satisfaction Study. Simonton Windows scored highest in the report, released today.

Among consumers who purchase windows and patio doors, the most-frequently cited reason for selecting a particular window brand is price, which is mentioned by 38 percent of consumers, the researchers note. Price is also cited as the main reason why consumers did not select a particular brand (mentioned by 54 percent of consumers).

Cost-consciousness among purchasers of windows and patio doors also extends to the types of projects they are undertaking, the researchers note. In 2010, 65 percent of consumers indicate having purchased windows to replace existing ones, rather than for major remodeling or new construction purposes. In addition, 58 percent reported that they took advantage of the tax credit offered by the federal government for making energy-efficient home upgrades.

The study, now in its fourth year, measures satisfaction among consumers who purchased new windows or patio doors based on performance in six factors (listed in order of importance): operational performance and durability; appearance and design features; price; ordering and delivery; warranty; and repair/replacement. Respondents may have installed the windows or patio doors themselves or with help from family and friends; hired an independent contractor, handyman or remodeler; used an installation service provided by a home improvement retailer; or used an installation service provided by the product manufacturer.

Simonton ranked highest among consumers in overall satisfaction with windows and patio doors, achieving a score of 810 on a 1,000-point scale, J.D. Powers notes. Simonton performed particularly well in the operational performance and durability factor. Following Simonton in the rankings were Window World (795) and Marvin (793). Window World scored well in the price and warranty categories, while Marvin performed well in the ordering and delivery and appearance and design factors.

"Window manufacturers would be well-advised to focus on articulating the value of their products to their customers," says Jim Howland, senior director of J.D. Power's real estate industries practice. "Consumers who are choosing to undertake home improvement projects in this environment are likely to scrutinize each aspect of their purchase—not only price, but also product appearance and design."

The 2010 Windows and Patio Doors Satisfaction Study is based on responses from more than 3,000 consumers who purchased new windows or patio doors during the previous 12 months. The study was fielded in March and April 2010.