For 23 years, Market Facts of Canada’s syndicated Annual Household Equipment Survey has been a major source of market information for the Canadian household appliance and electronics industry.

Clients include manufacturers and major retailers.

Through the resources of Market Facts’ consumer mail panel, a gross mail-out sample of 15,000 households is random selected by computer within precise census-defined strata from our total resource of more than 38,000 households.

Sample

This yields a net in-tab annual survey sample of 10,000 households across Canada.

Among the 100 product categories inventoried in the survey, 24 are related to diy home improvement use, for example, tool sets, electric drills, cordless rechargeable screwdrivers, electric mitres and jig saws.

The available universe for analysis for Home Store is expected to be 7,500 to 8,000 households in which owners are identified by: age, sex; household income; household size and composition; occupation; education; type of dwelling; region; population density; Census Metropolitan Area, where appropriate; degree of diy equipment ownership, and whether recent buyer.

The information can be used in a number of ways to:

– Identify key urban markets.

– Profile potential customers.

– Target advertising and promotion strategies.

– Determine price buying behavior.

– Investigate historical trends.

– Conduct follow-up research to test concepts for store-specific positioning.

Home Store has the option of buying a tabular or electronic report, with or without custom interpretation.

For more information, contact Julia Woollcombe, vice-president, Market Facts of Canada, 77 Bloor St. W., Toronto, Ont., M5S 3A4. Tel: (416) 964-6262, fax (416) 964-5882.