Price has become an increasingly important consideration for consumers when selecting or rejecting a window or patio door brand, with cost-conscious homeowners embarking on more window replacement projects rather than major remodeling or new construction, according to the J.D. Power and Associates 2010 Windows and Patio Doors Satisfaction StudySM released today.

The study, now in its fourth year, measures satisfaction among consumers who purchased new windows or patio doors based on performance in six factors (listed in order of importance): operational performance and durability; appearance and design features; price; ordering and delivery; warranty; and repair/replacement.

Among consumers who purchased windows and patio doors, the most-frequently cited reason for selecting a particular window brand is price, which was mentioned by 38 percent of consumers. Price also is cited as the main reason why consumers did not select a particular brand (mentioned by 54 percent of consumers).

Cost-consciousness among purchasers of windows and patio doors also extends to the types of projects they are undertaking. In 2010, 65 percent of consumers indicate having purchased windows to replace existing ones, rather than for major remodeling or new construction purposes. In addition, 58 percent indicate that they took advantage of the tax credit offered by the federal government for making energy-efficient home upgrades.

“Window manufacturers would be well-advised to focus on articulating the value of their products to their customers,” says Jim Howland, senior director in the real estate industries practice at J.D. Power and Associates. “Consumers who are choosing to undertake home improvement projects in this environment are likely to scrutinize each aspect of their purchase—not only price, but also product appearance and design.”

When it comes to manufacturers, Simonton ranks highest among consumers in overall satisfaction with windows and patio doors, achieving a score of 810 on a 1,000-point scale. Simonton performs particularly well in the operational performance and durability factor, according to the survey. Following Simonton in the rankings are Window World (795) and Marvin (793). Window World performs particularly well in the price and warranty factors, while Marvin performs well in the ordering and delivery and appearance and design factors.

The 2010 Windows and Patio Doors Satisfaction Study is based on responses from more than 3,000 consumers who purchased new windows or patio doors during the previous 12 months. The study was fielded in March and April 2010.

CLICK HERE to see how other manufacturers ranked.


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