84% Of Spanish households making reforms used ceramics
The 2006 study on the consumer of coatings in Spain aims to provide detailed information on the consumption and purchasing habits of Spanish consumers during the years 2004 and 2005. The study has been carried out through personal interviews with a sample of 1,200 Spanish households (of all geographical zones) which have carried out reforms, with a margin of error of the +/-2.8%.
According to the study, the highest rated aspects of ceramics are design, maintenance and the relationship quality / price. On the other hand, the three main reasons listed by the respondents to carry out reforms at home and choose pottery focus on changes in the decoration, reorganization of the space and poor condition of the previously used coating.
During the period analysed, the Spaniards surveyed have made a ceramic paving and wall-average expenditure. In this sense, the largest volume of consumption of the material has been in the areas of Levante and Andalusia. In general data and during the period analysed, the Spaniards have spent more than 10 billion euros on the purchase of any type of floor coverings for their homes. Of the total of this amount, more than 6,000 million euros correspond to the purchase of ceramic paving and wall.
The number of homes in Spain has experienced significant growth, in particular, housing in our country has doubled in the last 30 years. For this reason, has been considered of special importance study the differences in the behaviour of consumers of ceramic paving and wall using segmentation criteria objectives on the basis of varying socio-demographic, socio-economic and geographical.
Periodic analysis of the consumer is key to guide many companies which have already identified the importance of knowing in depth to their consumers. According to said Fermin Mallón, responsible for the 2006 study on the consumer of coatings in Spain, "the priority is to make a change in strategic focus that allows manufacturers of coatings materials to know what they think and want to Spanish consumers to thus be able to offer it with guarantees." "Now is not only make good products, but give the consumer what you want".
