Home improvement: Family & friends & contractors most influential.


A 2012 Principia study in North America concluded from 1000 property owners, that family and friends, contractors, the salesperson at point of purchase and neighbors have the most influence on home improvement project decisions, in that order.
















Influence then drops to factors that provide brand presence:  in-store displays, manufacturers’ websites, magazine and online ads, HGTV and then online resources such as Angie’s List, blogs and Facebook. Principia states, that “The survey covered a wide range of spending projects, and provides insight as to the current and near-future state of the residential repair and remodeling market, as well as the economy in general, from the perspective of homeowners.”  The complete report is available at Principia



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