Commercial Survey of carpet specificers and end-users is good news for carpet industry and its suppliers says Werner Braun.In his August 5th, 2010 column - titled Survey good news for carpet industry and its suppliers - for the Dalton, Georgia Daily Citizen, Carpet and Rug Institute President Werner Braun discusses the results of CRI’s latest Commercial Survey of carpet specifiers and end-users. The survey examines current attitudes toward carpet, and mines information on floor covering preferences and satisfaction among purchasing decision-makers in the corporate, retail, education, health care, government and hospitality sectors.
According to the article,
“We want to know why people are buying carpet, what they look for in their floor covering, and most importantly, why they are not buying carpet. It’s these general attitudes which help us shape our marketing plans. After all, if you can’t measure something then you can’t improve it.”
A few details about the survey: it was conducted online by Charlton Research Company during March 2010 and netted 1,127 responses. The margin of error is +/-2.9 percent. This was CRI’s fifth Commercial Survey since 2003, and the first since 2008.
The new survey revealed an upward trend in both the usage and favorable opinion of broadloom carpet and carpet tile. It shows that carpet is highly competitive with other flooring choices and the perceived value of carpet continues to increase steadily across all commercial sectors.
• More than 60 percent surveyed report having increased their use of carpet tile over the past two years and more than half report having increased or maintained their use of broadloom carpet over the same time period.
• Performance ratings for broadloom carpet increased from 49 to 60%, and carpet tile ratings increasing from 72 to 80%.
• Of the decision makers questioned, those in the hospitality market continue to rate broadloom carpet performance the highest while corporate customers give the strongest rating to carpet tile.
• Long-term wear, cleaning and maintenance are the most important factors in making a flooring purchase decision. Commercial carpet scores the highest on price, safety and noise reduction.
• The largest change in the perception of carpet has been among government customers who have tripled their ratings for carpet in the last five years, from 18 percent saying carpet offers superior value in 2005 to 54 percent today. Value has improved 75 percent among the corporate market over five years, from 29 percent in 2005 to 51 percent today.
• The hospitality market continues to rate carpet performance the highest while corporate customers give the strongest ratings on carpet tile.
• Durability and ease in carpet cleaning and stain removal continue to be top concerns.
• Awareness of CRI and Carpet America Recovery Effort (CARE), Green Label Plus and the Seal of Approval Programs all increased since last tracking.
Another important discovery - carpet sales reps are by far the most important information source on flooring, with nearly nine out of ten respondents saying they rely on sales reps for information.
Thanks for this excellent information about the CRI Commercial Survey of carpet specifiers and end-users, Werner!