An analysis of the door market in Poland
One of the leading producers of doors required support in the area of business strategy on the Polish market. The aim of the marketing study conducted by PMR was to provide information on behaviour of consumers who purchase internal and external doors. The research was complemented by consulting services offered by the other division of PMR. In order to gain a full view on the market, we have surveyed both door buyers and distributors, i.e. people responsible for contacts with the customer in stores that sell doors.
The research project required conducting 400 consumer interviews (B2C) and 100 interviews with door distributors (B2B). The B2C study covered spontaneous and aided brand awareness, as well as preferences of buyers in terms of door types and functionality. Interviews with distributors (B2B) revealed which features of doors are of key importance for individual customers, and which for business clients.
The project has resulted in a research report which combined two perspectives – that of distributors, and that of customers. The findings of the study have been used by PMR’s analysts in the business consulting process.
Value for the client
PMR realised a comprehensive project that combines market research services as well as consulting services in the area of market strategy. Research and consulting support provided by PMR allowed the client to obtain market information which resulted in preparing a business strategy for operations on the Polish market.
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