KraftMaid Leads Cabinet Satisfaction

May 23, 2011

This article is included in these additional categories:

Analytics, Automated & MarTech | Brand Metrics | Data-driven | Real Estate | Retail & E-Commerce

jdpower-kitchen-cabinet-makers-may11.gifKraftMaid ranks highest in customer satisfaction among kitchen cabinet manufacturers with a score of 771 out of 1,000 (and compared to average industry score of 754) and performs particularly well in three of the five factors: design features, operational performance and ordering and delivery, according to the J.D. Power and Associates 2011 U.S. Kitchen Cabinet Satisfaction Study. The study shows that overall customer satisfaction with cabinet brands has increased notably from 2010, primarily due to improved satisfaction with cabinet design, performance and value.

Following KraftMaid in the rankings are Thomasville (767) and Merrillat (765). Thomasville performs particularly well in the warranty factor.

Ordering and Delivery Build Satisfaction

Overall satisfaction with kitchen cabinet brands has increased from an average of 742 on a 1,000-point scale in 2010 to 754 in 2011. Satisfaction with the design features, price and operational performance factors have improved in 2011, compared with 2010. Kitchen cabinet customers are particularly satisfied with the ordering and delivery factor in 2011, which is the most influential factor contributing to overall satisfaction.

The study measures customer satisfaction with kitchen cabinets by measuring five factors: design features (such as the variety of cabinet colors/finishes and range of sizes and shapes available); operational performance (including smoothness of drawer slides and sturdiness of cabinet joinery); ordering and delivery (including ease of ordering, condition of products at delivery and timeliness); price; and warranty.

8 in 10 Customers Pick Own Cabinet Brand

The study finds that eight in 10 cabinet purchasers (81%) personally made the decision of which brand to buy, rather than having an installer, contractor, retailer or architect decide. A sizable proportion of these customers relied on either their past experience with a brand or in-store product displays while shopping for kitchen cabinets. Cabinet purchasers cite price, quality and cabinet styling and feel as the primary reasons for selecting a particular brand.

6 in 10 Cabinet Purchasers Buy Stock-sized Units

In 2011, six in 10 (59%) cabinet purchasers say they bought stock-sized units, rather than semi- or fully custom cabinets. In comparison, 46% of cabinet purchasers in 2010 said the same, meaning the popularity of stock-sized units has grown 28% year-over-year. J.D. Power analysis indicates this shift suggests budgetary constraints are becoming increasingly influential in the cabinet selection process.

Average Purchaser Spends $4.5K

The study finds that 45% of purchasers are replacing their cabinets as part of a full kitchen remodel and are spending approximately $4,500, on average, for cabinets.

2 in 3 Homeowners Plan Renovations

Nearly two-thirds (64%) of homeowners say they will invest in renovation projects this year, according to the March 2011 American Express Spending & Saving Tracker.

About the Data: The 2011 U.S. Kitchen Cabinet Satisfaction Study, published by J.D. Power and Associates, measures customer satisfaction based on responses from more than 1,200 consumers who purchased kitchen cabinets within the previous 12 months. The study was fielded in March and April 2011 and is the source of the enclosed chart.


Explore More Articles.

Marketing Charts Logo

Stay on the cutting edge of marketing.

Sign up for our free newsletter.

You have Successfully Subscribed!

Pin It on Pinterest

Share This