This study expands geographically on past work on material preferences for decks in Vancouver, Calgary, and Edmonton (Fell and Gaston, 2001). In the fall of 2003 over 1,300 consumers were interviewed at home shows in Toronto, San Diego, Atlanta, and West Springfield (MA). Preferences for deck materials, expected lifetimes, annual maintenance requirements, and price were evaluated using conjoint analysis which explores the tradeoffs consumers are willing to make to get the product that best suits them.
This study differs in other aspects than region from the Fell and Gaston (2001) study. Most importantly, three years have passed since the last study. Since then decking, specifically that treated with CCA, has become a prominent issue in the media. At the same time redwood harvests are down and western redcedar entering the US faces duties. Finally, awareness of wood plastic lumber and its availability have increased. For these reasons major differences from the 2001 study were expected.
It is interesting that after all the changes to the dynamics of the decking market since 2001, the basic desires of consumers remain the same. Consumers rate material type and expected lifetime of a deck to be the most important attributes. Price and maintenance requirements are secondary requirements. These results are almost identical to those seen in 2001. The practical implications of this result are that consumers appear willing to pay more and do more maintenance for a deck they expect to last longer.
Where the most profound differences are to be found is with respect to material. In 2001 (Western Canada) treated wood was of almost equal preference to naturally durable wood, with wood plastic composites being viewed very negatively. Three years later treated wood has a negative perception, and wood plastic is perceived positively in all but one of the study cities.
Naturally durable wood remains the material of choice overall. It was especially popular in Toronto. Toronto was the only city where wood plastic was had negative preference. In view of the 2001 results in Western Canada this may indicate that Canada as a country is less open to wood plastic composites than the US. Wood plastic was most positive in Massachusetts where it was preferred to naturally durable wood. Finally, treated wood was viewed least negatively in Atlanta and Toronto.