Planning and designing a new kitchen often takes more time than the actual physical work. It is estimated that more than half of consumers keep project folders containing information that spans 19 product categories and 52 brands under consideration. Photos, design ideas, and other inspiration are gathered from magazines, websites, and brochures. Next, consumers make brand comparisons and distinguish among types of the same products. Homeowners generally spend nearly two months in the comparison stage, during which their wish lists solidify. Once the next step into a comparison of features is taken, consumers often find that they discover niche brands and products that they were never aware existed before. At this point, a showroom visit helps consolidate choices and ideas.
HINT: While budget and product price always exert an influence on consumer decisions, it is not until consumers reach the final stages of the kitchen-planning process that they make price comparisons that help finalize their decisions.
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