Abstract:

The Carron Company require information on consumer attitudes, needs and behavior concerning Bathroom products. This information will be used as input for aiding the company's plans to develop a coherent approach to consumers and trade, including sales, material, showroom display, advertising, and product development. At present little objective data exists about how consumers approach bathroom renovation, what factors affect their decision-making, or how Carron could influence choices. This report contains the results of Stage 1 (Qualitative Research) which isolates the main factors involved and provides a rough working model of consumer attitudes. Further research amongst consumers and trade is planned for the future.