|Brand Loyalty Important
for Buyers of Commercial Vacuums
|WEST CHICAGO, IL -- Cleaning professionals “have brand loyalty and tend to buy their vacuums from the same manufacturer,” according to a recent poll conducted by Tornado Industries, manufacturers of professional cleaning equipment.
What motivates this loyalty amongst 60 percent of those surveyed? According to the poll, durability of the machines they’ve purchased in the past.
However, 40 percent indicated that they do not have brand loyalty, purchasing their vacuums from a variety of manufacturers.
Asked what their first consideration is when selecting a new vacuum cleaner, 26 percent of responders (the largest number) indicated “ease of use.” Twenty-three percent indicated once again brand loyalty.
The remainder wanted a machine with an advanced air-filtration system (20 percent); and only 11 percent said price was their foremost concern.
“The participants were also given the opportunity to write in their answer to this question,” says Jolynn Kennedy, Director of Marketing for Tornado Industries. “One respondent answered, ‘We need it to be CRI approved,’ likely reflecting the growing impact of Green cleaning.”
Other information gathered in the survey included:
• When gathering information on vacuum cleaners, 53 percent of responders said they visit manufacturers Web sites; the rest seek information from trade publications, their distributors, their peers, or social media, in that order.
• Asked how long they usually keep their commercial vacuum cleaners, 40 percent indicated three to six years; 34 percent said more than six years; and 26 percent indicated only one to three years.
• As to the frequency of repairs, 54 percent indicated that they typically have to repair an upright vacuum cleaner once or twice during its lifespan; 26 percent indicated three times; and the rest more than three times.
The survey also asked responders about their most common problems with their vacuum cleaners. The respondents were pretty evenly divided on this issue:
• Frayed or broken cords
• Declining performance
• Burned-out motor
• Increased noise or abnormal vibration
“What surprised me was the high number of people loyal to a specific brand,” said Kennedy. “That is unusual nowadays. Manufacturers have to work hard to keep this trust.”