Big Box Home Improvement Chain Scorecard Announced

Minneapolis, Minnesota (PRWEB) December 11, 2006

A comprehensive study of 2000 consumers who shopped and made purchases from Home Depot, Lowes and Menards Big Box stores in 2006 has just been completed by Minneapolis, Minnesota based building materials market research firm Market Resource Associates, Inc. (MRA) and will be available for purchase after December 18, 2006. The price is $850.

Consumer respondents had to shop in at least 2 of the chains to qualify for participation and were not paid anything for their cooperation. The out-bound telephone protocol was administered to 56 key markets within the 48 contiguous United States between July and October of 2006. The markets and resulting quotas were selected based upon housing activity in 2005. Further, the results of this latest study were compared to results from the same study undertaken two years ago.

According to MRA president John Cashmore, the comprehensive study (122 pages in total) rates the 3 competitors on 29 different product categories to determine which types of consumers shop for which types of materials at which chains and then also against some very specific attitudinal criteria. These criteria include but are not limited to:

  • The store is the absolute best value for my money

  • The store is the place I get the most useful help when I need it
  • The store values me as a customer

Also studied was… which chain do consumers enter and in which do they actually purchase? In this regard, Home Depot has slipped; Lowes and Menards have improved over the previous study. In fact, Menards is the highest rated chain for the entered / actually purchased category. Slippage can be caused by consumers not finding the items they were looking for, as well as not being able to find assistance from store associates, among other reasons.

Based in Minneapolis since 1990, Market Resource Associates is a full-service market research consultancy specializing in the residential and commercial building materials, lawn and garden, kitchen and bath and related fields.