How and why consumers buy large home improvements is the subject of “The Complex Shopper” study. Based on an online survey of 1,600 homeowners by The Integer Group and research partner Decision Analyst, the study shows how differently consumers view various types of big-ticket purchases, even if the price tag is similar.
Some homeowners relish the purchasing challenge, while others put it off because they dread it. Either way, consumers are going to be experiencing some stress. It turns out that getting past that stress is the key to having them buy quickly — and buy again.