Title: Consumer perceptions of innovative wood polymer composite decking with a focus on environmental aspects
Language: English
Authors: Weinfurter, Stefan 
Qualification level: Diploma
Advisor: Stöttinger, Barbara 
Issue Date: 2008
Number of Pages: 73
Qualification level: Diploma
The garden market is experiencing a boom not only in Austria. In the last few years garden design has gained popularity and is expected to grow strongly at least in the near future. A large variety of equipment suppliers have significantly enhanced their sales, as well. New services and products are entering the market or increase their rate of application. Among these is the well selling decking that can be of various kind, e.g. wood plastic composites decking (WPC).
Due to the fact that wood-plastic composite decking is unfamiliar to Austrian consumers, a survey was initiated to reveal consumers' perceptions of wood plastic composites decking quality. The method chosen for the survey was product concept testing including conjoint analysis. Personal interviews were carried out with the targeted respondents, single-family home owners and "do-it-yourselfers." The survey was carried out in the pre-garden season in winter 2006/07. It was repeated in winter 2007/08 with minor changes. Regardless of the survey 06/07 or 07/08 the main results scarcely diverged. Deemed most important by respondents were issues related with durability followed by product handling, environmental concerns and service aspects at last. Wood-plastic composite decking was perceived more positively by a majority of respondents, across the two surveys. Willingness-to-buy measures of the online survey slightly speak against a "no-go" decision.
The survey of 06/07 included conjoint analysis, revealing that the color and the kind of surface of decking planks are deemed most important for the respondents' purchase decision. Plastics share and plastics type are of less importance and the kind of wood-fiber used is of least importance.
Keywords: Verbundwerkstoff; Verbraucheranalyse
URI: https://resolver.obvsg.at/urn:nbn:at:at-ubtuw:1-31895
Library ID: AC07537204
Organisation: E017 - Weiterbildungszentrum der TU Wien 
Publication Type: Thesis
Appears in Collections:Thesis

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