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Research, Analysis, and Forecasts of Consumer Electronics Sold through
Homebuilders
2006 Builder Insights is a comprehensive assessment of home builders
as a channel to consumers for more than 20 categories of upscale appliances
and electronic systems. The analysis and forecasts prepared in this study
are based on a national survey of 1,155 builders and numerous case studies
of builders who sell electronic systems and those who don't, meshed with
Parks Associates extensive, ongoing home systems research and analysis.
The research probes builders' opinions on the amenities that sell homes,
their image of specific brands, and the margins earned from the products
they install. It explores how builders select their vendors and installers,
what builders want from manufacturers to help sell their systems, how
builders market technology amenities, and the factors builders see
influencing home buyers' decisions about the upgrades they choose.
“Interest rates are up, unsold inventories are high, and competition among
home builders is heating up,” said
Bill Ablondi,
director of home systems research for Parks Associates. “For years, builders
have emphasized amenities like larger kitchens, bigger closets, and elegant
master baths. But in this digital era, lures will include multiroom audio,
home theater, security systems, and structured wiring, all of which appeal
to the new ‘iPod Generation’ of home buyers.”
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