Perceptions of wood flooring by Canadian householders

This paper compares product attributes of wood flooring and carpeting and identifies potential segments of Canadian householders based on their perceptions of wood flooring. The study was part of a nationwide survey of 3,592 households originally conducted to identify what Canadian householders value and desire in their homes' indoor environments. The specific goals were: 1) to compare the ratings of wood flooring and carpeting on six product attributes: pleasantness, attractiveness, healthiness, durability, affordability, and environmental friendliness; and 2) to identify and to characterize groups or segments that can be better targeted as potential consumers of wood flooring. Respondents' ratings of the two types of flooring were compared using a z-test to assess differences between two means of dependent samples. The segmentation was conducted using a k-means cluster analysis, with demographic and homeownership information informing the characterization of clusters. Wood flooring was rated significantly higher than carpeting on all attributes but affordability. Additionally, there seem to be identifiable segments within the Canadian housing market for wood flooring products, varying primarily on demographic characteristics. Information from this study could be useful to wood flooring producers trying to capture market share in the booming North American housing sector.