It’s almost been a year since My Dream Kitchen* was launched by The Laminex Group to inspire and advise New Zealanders planning their kitchen renovations. This consumer-facing website provides handy tips, expert knowledge, inspirational ideas, international trends and a directory of preferred suppliers to turn their dream kitchens into reality.
In March 2013 over 400 ‘My Dream Kitchen’ members were surveyed regarding their kitchen renovation plans and preferences. Of those surveyed, over 70% are currently considering a kitchen renovation project which is good news for The Laminex Group customers.
The survey asked consumers which factors were most important when planning a kitchen renovation. Price was a clear concern, but functionality and quality were close behind.
Consumers stated they were most likely to purchase from specialist kitchen companies (49%) or showrooms, but 24% indicated that they weren’t sure – that’s where My Dream Kitchen can help by connecting consumers with trusted suppliers in their area.
When selecting a kitchen provider, consumers felt that price, aesthetics and the reputation of the retailer were more important than the type of store or its location. Over three quarters of consumers said they would be looking to spend between $3,000 and $20,000 on a kitchen renovation (excluding appliances) which is on par for our respondents, of whom over 50% have an annual household income of $81,000 and above – our My Dream Kitchen members are willing, able and ready to spend on their new kitchens, good news as the industry recovers from the economic downturn and Christchurch earthquake.
Over 80% of respondents said that they would have a kitchen installer put in their new kitchen, preferring an independent installer such as one of My Dream Kitchen’s preferred fabricators. If costs were equal, consumers preferred engineered stone benchtops such as Caesarstone, and melamine or decorated board cabinetry such as Melteca or Formica AR+.
With the kitchen being the centre of the home and a renovation project a significant investment, 85% of our respondents include family in the decision making progress. They are web-savvy and along with Home and House magazines, those surveyed indicated that they are most likely to turn to the internet and the My Dream Kitchen website in particular for information and inspiration about kitchens and renovations.
“This survey shows there is a real opportunity to influence consumer purchasing decisions via different marketing channels from social media through to the more traditional print media channels,” says Jared Dinneen, National Marketing Manager. “What’s interesting is that the research indicates that a price is not as powerful in the decision making process as we might have thought. A new kitchen represents a significant investment and therefore it’s important that consumers do their homework to ensure they tick the boxes of functionality, aesthetics and quality to give them a kitchen they can be proud of that will see them through the next 15-20 years. Through websites such as mydreamkitchen.co.nz we can help them through the process by offering specialist advice and inspiration.
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