Based on an in-depth survey of a sample of 401 homeowners in Illinois, Iowa, Minnesota and Wisconsin, this September 2005 report takes an in-depth look at Menards through the eyes of consumers. Who are Menards' shoppers? How familiar are they with the Menards' brand? This report includes home channel
retailer comparisons, geographic variations and more.
What is the demographic breakdown of Menards shoppers?
Don't miss out on this exclusive 130-page research study with charts, tables, comprehensive survey results and analysis!
Objectives of the Research
Menards is the largest surviving regional home center chain. While many other regional chains have gone out of business, Menards has grown and prospered. Given their strength in the Midwest, the competitive landscape for home improvement product sales is very different in this region. This research set out to discover, within Menards core states, how the chain stands with homeowners.
Specific issues to be researched were:
- Is Menards a store that homeowners think about as a place they would shop for home improvement?
- Do homeowners think that Menards is close enough to them to be a place they would shop for home improvement?
- For those who have a Menards available to them, how well does Menards rate on a variety of attributes associated with home improvement retailers?
- Are any of the above impacted by when homeowners have last shopped at Menards and/or a variety of demographic factors?
Methodology
Four questions were placed in a telephone omnibus. The first two covered unaided awareness of retailers in home improvement and the local presence of a number of specific retailers. The next two questions were asked only of those who mentioned Menards on an unaided basis or said that Menards was in their normal shopping area. The first of these questions asked for agreement with six different statements involving Menards. The last question asked about how long ago, if ever, they had shopped in a Menards store. The questionnaire is included in the appendix.
A bank of standardized demographic questions are also asked in the omnibus, thereby allowing analysis by these variables.
The telephone interviewing was conducted using Excel, an omnibus service of International Communications Research (ICR).
The study was conducted using a CATI (computer assisted telephone interviewing) system via ICR’s telephone interviewers.
To be qualified for this study, respondents had to live in an owner-occupied household.
Respondents in this study live in Illinois, Indiana, Iowa, Minnesota or Wisconsin. These states represent about 80% of Menards stores.
Each wave of Excel consists of a nationwide representative sample of at least 1,000 adults 18 years of age or older, half male and half female. Since this study only included the above 5 states, multiple waves of Excel studies were used.
Excel uses a single stage, random digit dial (RDD) sample technique to select each phone number from all available residential telephone numbers in the contiguous United States. Within each sample household, a single respondent is randomly selected using a computerized procedure base on the "Last Birthday Method" of respondent selection. Up to three attempts are made on the selected telephone numbers.
In total 401 interviews were conducted for this study.
The results in this report were collected in interviews conducted between Sept. 7-20, 2005.
Obtaining the research report
Based on an in-depth survey of a sample of 401 homeowners in Illinois, Iowa, Minnesota and Wisconsin, this September 2005 report takes an in-depth look at Menards through the eyes of consumers. Who are Menards’ shoppers? How familiar are they with the Menards’ brand? This report includes home channel retailer comparisons, geographic variations and more.
- How strong is the Menards brand among consumers?
- How well does Menards rate in areas customers care about?
- What is the demographic breakdown of Menards shoppers?
Don’t miss out on this exclusive 130-page research study with charts, tables, comprehensive survey results and analysis! Available in either paper or PDF formats: Only $899!
To order the research report on paper or CD-ROM, contact
Katie Pasquesi at 212-756-5228. To download the full report, click the Buy Now link above.
