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Market Progress Evaluation Report 

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I Wash Wise Program 

Prepared by: · .. :'·:._,·:; . . -. 

.. . ··:~·FPa~c Energy Associates ··: ·: • •·:"•I••• 

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Report # E98-003 

.... -,,)> • ; -: -.,M • • 

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' : 522 SW Fifth Avenue, Suite 410, Portland, Oregon 97204 

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· TELEPHONE: 503-827-8416 • 800:-411-0834 •FAX: 503-827-8437 

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WEBSITE: www.nwalliance.org 

F:'llqiad~.doc 

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. .... .... -...... 
COMING CLEAN ABOUT 

RESOURCE-EFFICIENT 

' 

CLOTHES WASHERS:·:. 

AN INITIAL WASHWISE PROGRAM AND 

MARKET PROGRESS REPORT· 

FINAL REPORT 

January 28, 1998 

· Prepared for 

The Northwest Energy Efficiency Alliance 

PACIFIC tNERGY ASSOCIATES, INC 

1920 S.E. Mulberry Avenue 

Portland, OR 97214 
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ACKNOWLEDGMENTS 

This report was prepared by Pacific Energy Associates, Inc. under contract to the 

Northwest Energy Efficiency Alliance (the "Alliance"). The development of the 

contents of this report would not have been possible without the interest and 

assistance of Lois Gordon and Dana Banks of Portland Energy Conservation, 

Inc .. and Demse Bauman and Ellen Snyderman of The Gilmore Research Group. 

We w1 sh to thank them for their project efforts and assistance provided. 

We would also like to thank Ben Bronfman, Chad Davis and Gabrielle Foulkes 

of the Alliance. and Ken Keating of the ~onneville Power Administration for 

prov1din~ proJeCt guidance. 

The \'1cws and opinions of the authors expressed herein do not necessarily reflect 

those of the Northwest Energy Efficiency Alliance, its board, its members, or its 

staff. 
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TABLE OF CONTENTS 

. . .. EXECUTIVE SUMMARY . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . • • • • . • Ill 

SECTION 1: INTRODUCTION ....•.....•............•••••• ·• • 1 

Background and Purpose 

Summary of Research Activities 

Structure of the Report 

SECTION 2: MARKET AND PROGRAM BACKGROUND . . . • . • • . . 3 

Market Size and Characteristics 

·Resource-efficient Clothes Washer Technology 

Program Goals and Objectives 

Program Description 

SECTION 3: PROGRAM STATUS . . . . . . . . . . . . . . . . . . . . . • . • • • • . 8 

Dealer Recruitment, Training and Support 

Program Marketing 

Sales Rates and Market Share 

SECTION 4: CONSUMER AWAREN.ESS AND ACCEPTANCE . . • . 13 

Approach 

Key Findings from Research 

SECTION 5: APPLIANCE RETAILERS . . . . . . . . . . . . . . . . . . . . . • • 17 

Approach 

Key Findings from· Research 

SECTION 6: MANUFACTURERS .......................•••• 21 

Approach 

Key Findings from Research 

Wash Wise Program and Market Progress Report 

January 28, 1998 
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·TABLE OF CONTENTS 

SECTION 7: NATIONAL PROGRAMS 

AND FEDERAL STANDARDS ...••.•..•••••••••• 25 

Energy Star: Appliances 

Consortium for Energy Efficiency. 

Federal Appliance Standards 

SECTION 8: PROGRAM,.PROOUCT ANO MARKET ISSUES • . . • • 28 

Interacting with Other Programs 

Oregon's Residential Energy Tax Credit 

Commercial Clothes Washers 

Detergent (product; distribution and price) 

SECTION 9: CONCLUSIONS AND RECOMMENDATIONS ....... 30 

UST OF REFERENCES . . . . . . . . . . . . . . . . . . . . . . . . . . . . • .. .. • • .. 34 

APPENDICES 

. Purchaser Survey Instrument 

Intercept Survey Instrument 

Dealer Survey Instrument 

Wash Wise Program and Market Progress Report 

January 28. 1998 

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EXECUTIVE SUMMARY ................................................... 

This report presents an initial look at the market for resource-efficient clothes 

washers (RECWs), the progress and trends in that market, and the influence of 

the Northwest Energy Efficiency Alliance's Wash Wise program to date. There is 

a focus on the status ~f the market and the impact of Wash Wise on thatmarket, 

and less emphasis on energy savings and detailed program operations. This 

initial report is designed to provide information and data that will help inform 

program design direction and serve as a bas.e for understanding and measuring 

indicators of program induced market effects. 

Summary of Research Activities 

To develop this report Pa~ific Energy Associates, Inc. (PEA) reviewed 

secondary market research sources, reviewed and analyzed market research 

conducted by The Gilmore Research Group, and conducted interviews with 

PECI staff (the program implementors), appliance manufacturers and staff for 

the Consorttum for Energy Efficiency (CEE). A reference list is attached to this 

document. The market research specifically conducted for this project included 

the following: 

.. A telephone survey of 419.participants/purchasers of RECWs as part of 

the Wash Wise program; 

• An intercept survey of 42 consumers actively in the market for laundry 

equipment (i.e., shopping at an appliance dealer); 

.. A telephone survey of 205 appliance retailers; and, 

• A telephone survey of qualified representatives of nine (9) major 

appliance manufacturers and importers of European products. 

Key Findings 

l. The market share for RECWs has grown rapidly since the initiation of 

the Wash Wise Program and has substantially exceeded projections. The 

most current numbers put the market share at 12.5 percent for the month of 

October, and this is likely to be a conservative estimate due to lagging data. 

2. While the Wash Wise program has clearly increased sales in the 

Northwest, sales of RECW are strong nationwide and manufacturers 

Wash Wise Program and Market Progress Report 

January 28, 1998 

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EXECUTIVE SUMMARY 

are pursuing national markets. New products have been introduced 

nationally and additional products are coming to market from several 

manufacturers over the next year. The largest clothes washer manufacturer, 

\Vhirlpool, still has not announced product introduction plans for a 

qualifying RECW. 

3. Both purchasers and retailers are very impressed with the RECWs. 

Purchasers rated the machines extremely high (95% to 99% very or 

somewhat satisfied) on a wide range of product attributes. A total of 91 % 

would recommend their RECW to a friend. Retailers thought that RECWs 

cleaned clothes better (88%) and were worth the money (89%) at current. 

incremental costs . 

.i. Generally, consumers remain unaware of the benefits ofRECWs and 

unconvinced of the value. A high percentage of the consumers shopping 

for conventional clothes washers that were interviewed as part of the 

intercept survey said they had not heard anything about the benefits of 

owning a tumble-action washer. Interviewed consumers shopping for. 

clothes washers mentioned 'high cost' more than anything else as a reason 

for buying a top-loading washer rather than a tumble-action washing 

machine. 

5. Retailers believe they can sell RECWs to almost one-third of all 

customers at an incremental cost of $200. In the very price sensitive 

appliance market, this constitutes an extremely strong endorsement of 

RECWs. At an incremental cost of $100, retailers believe that they could 

sell a RECW to about half of all clothes washer customers. 

6. ·Portland Energy Conservation Inc. (PEcn, the program administrator, 

has done an admirable job of program start up, retailer orientation, and 

generally keeping up with the unexpectedly high flow of program 

activity. Their detailed attention to program operational issues is a 

significant factor in the program's initial success. 

Key Recommendations 

Detailed recommendations and implications for program planning are presented 

m Sect10n 9 of this report, however, most fall into two broad categories: 

t. It's important to the national market and the Federal Appliance 

Standards process that Wash Wise continues to be a successful program. 

The success of RECWs in the market and the likelihood of high-efficiency 

standards will be strongly influenced by incremental costs, which in tum 

will be strongly influenced by the product and marketing decisions made by 

Wash Wise Program and Market Progress Report 

January 28, 1998 

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EXECUTIVE SUMMARY ........................................................................................................... 

Whirlpool and GE. Wash Wise is the leading indicator in the country of the 

market potential of RECWs. And, 

2. Marketing and educational efforts should be expanded. Even many 

purchasers of RECWs were not well aware of the product's benefits prior to 

entering retailer showrooms. Increasing consumer awareness should further 

increase sales; especially when the product information comes from a vefy . 

credible third party, utilities. 

Follow-up participant, consumer awareness/acceptance, appliance dealer, and 

manufacturers surveys will be conducted in the Spring of 1998 and an 

evaluatiorvmarketing report will be published in the second quarter of 1998 to 

document program success in terms of market indicators and program 

accomplishments. 

Wash Wise Program and Market Progress Report 

January 28, 1998 

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Wash Wise Program and Market Progress Report 

January 28. 1998 

EXECUTIVE SUMMARY 

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1. INTRODUCTION .................................................. 

Background and Purpose 

The Northwest Energy Efficiency Alliance's Wash Wise program is part of a new 

generation of energy efficiency programs. These market transformation 

programs are strategically designed to address market failures and to induce 

lasting structural or behavioral changes in the market that result in increased 

adoption or penetration of energy-efficient technologies or practices. 

As the programs are evolving, so is the approach to assessing their performance . 

. For the past fifteen to twenty years, process and impact evaluations have been 

extensively used to determine program success. With program goals evolving 

from ur11ts or mstallations to market penetration or other measurable effects, ·the 

approach 10 asscssmg program performance also must change. 

This report presents an initial look at the market for resource-efficient clothes 

washers ( RECW s ). the progress and trends in that market and the influence of 

the Wash Wise program to date. There is a focus on the status of the market and 

the impact of Wash Wise on that market, and less emphasis on energy savings 

and detatled program operations. This initial report is desigiied to provide 

Information and data that will help inform program design direction and serve as 

a base for measuring indicators of program induced market effects. 

Summary of Research Activities 

To develop this report Pacific Energy Associates, Inc. (PEA) reviewed 

secondary market research sources, reviewed and analyzed market research 

conducted by The Gilmore Research Group (a subcontractor to PECI, the 

program implementation contractor), and conducted interviews with appliance 

manufacturers and other market actors. A reference list is attached to this report. 

The market research specifically conducted for this project included the 

followmg: 

.. A telephone survey of 419 participants/purchasers of RECWs as part of 

the Wash Wise program; 

• An intercept survey of 42 consumers actively in the market for laundry 

equipment (i.e., shopping at an appliance dealer); 

• A telephone survey of 205 appliance retailers; and, 

Wash Wise Program and Marke~ Progress Report 

January 28, 1998 

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INTRODUCTION 

• A telephone survey of qualified representatives of nine (9) major. 

appliance manufacturers and importers of European products. 

Follow-up consumer awareness/acceptance, appliance dealer, and manufacturers 

surveys will be conducted in the Spring of 1998, and an evaluation/marketing 

report will pe published in the second quarter of 1998 to document program 

success in terms of market indicators arid program accomplishments. 

Structure of This Report 

The main body of this report is divided into nine sections. The first seven 

sections are organized around either the major tasks .outlined in the Scope of 

Work for this project and/or the research activities conducted. Section ·s 

discusses issues of importance that are not specifically addressed by the Scope 

of Work. Section 9 presents PEA~s conclusions and recommendations from this 

initial review of the Wash Wise program and the residential clothes washer 

market. . 

The rnam body is followed by the report reference list and survey instruments. 

Wash Wise Program and Market Progress Report 

January 28, 1998 

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2; MARKET AND PROGRAM BACKGROUND 

Market Size and Characteristics 

The total number of clothes washers in U.S. homes is estimated at 77 million -- a 

market penetration of about 80% of all households. Just over six million clothes 

washers are produced and sold in the U.S. market annually. Based on data from 

the Association of.Home Appliance Manufacturers (AHAM, 1996) and U.S. 

Census (1995) data. PEA estimates the total sales of clothes washers in the 

Wash Wise program area to be approximately 21,400 units per month or about 

256.800 units annually. 

The manufacturers· market shares of residential clothes washing equipment 

shows the importance of the U.S. manufacturers (Appliance Manufacturers 1997 

Market Pro ti l c): 

Frigidaire 

Maytag 

Speed Queen 

Whirlpool 

GE 

Imports 

7% 

18% 

5% 

52% 

17% 

less than 1% 

Reliable estimates of national RECW sales are not available. In prior years, 

RECW sales were estimated to be less than 2% of the market, but the availability 

of the domestically produced units has likely changed that number. The 

Consortium for Energy Efficiency estimates that current RECW sales are 3% to 

4% of the total clothes washer market nationally. A better estimate of national 

sales of RECW s may be available for the next Market Progress Report. 

Resource-Efficient Clothes Washer Technology 

RECWs use substantially less energy and water while completing the task of 

washing clothes better than current conventional machines. Most of the energy 

savings come from the reduced consumption of heated water required for a 

cleaning cycle. Additional energy savings come from reduced drying times, as 

many RECWs spin at a faster rate, resulting in a reduced moisture content in the 

clothing when finished. Water and sewer savings also result from the reduced 

volume of water needed to tumble clothes clean. 

Water savings are estimated at 30% to 48% ·of current usage for clothes washing. 

Annual water savings per household are estimated at 3,500 to 8,000 gallons. 

Energy savings are estimated at 58% to 70% compared to conventional clothes 

washing technology. The higher spin rates of the improved clothes washers also 

Wash Wise Program and Market Progress Report 

January 28, 1998 

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MARKET AND PROGRAM BACKGROUND. 

reduce the energy required for drying. Combined en~gy savings per household 

are estimated at 580 kWh per year with electric resistance water heating and an 

electric dryer or .24 therms when used with gas water heating and a gas dryer 

(CEE). 

Beyond resource efficiency, manufacturers and consumers alike suggest that 

RECWs clean clothes better while being less damaging to the fabrics than 

conventional clothes washing equipment. Other benefits are also often 

discussed. Then why has this technology not taken over the U.S. market? 

Market Barriers to Resource-Efficient Clothes Washers 

RECWs have not enjoyed much success in the market to date for several key 

reasons. 

Cost. The first cost of high-efficiency clothes washers is higher than 

standard clothes washers. The available RECWs cost upwards of about 

S400 more than comparable standard efficiency models, although industry 

data indicates that incremental costs could drop to $200 or less. 

Manufacturers are currently positioning the high-efficiency products as 

premium units, which may be appropriate. Hqwever, many consumers are 

limited in their purchasing power. For some consumers, a new clothes 

washer may be an emergency replacement and needs to fit strict budget 

cnteria. Even consumers with more financial flexibility may be unwilling to 

pay more for high-efficiency models without being convinced of the 

benefits. Overcoming this first-cost barrier likely needs to be a key program 

element for implementing a successful market transformation strategy. 

Lack of Competitive Products. Imported RECWs ha:ve been available for 

some time, but a lack of domestically produced products has been viewed as 

a major barrier over the past few years. This barrier was at least partially 

resolved in 1997 with the availability of the Frigidaire unit and introduction 

of Maytag, Amana and Speed Queen products. GE plans to market a GE 

labeled product built by another domestic manufacturer. Whirlpool, with the 

largest market share by far, has not announced plans for a qualifying 

RECW, but has developed prototypes and presumably could enter the 

market w1thin 1 to 2 years if they determine that RECWs are more than a 

niche product. 

lack of Consumer Familiarity with the Product. Consumers are not aware 

and/or convinced of the benefits of RECWs. Additionally, since most 

current high-efficiency designs are horizontal axis machines that load from 

the front, the machines both look and act differently than standard clothes 

washers. The front-loading aspect may cause consumers concerns about 

leaks, spills, operational procedures, loading and unloading clothes, etc. 

Wash Wise Program and Market Progress Report 

January 28. 1998 . 

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MARKET AND PROGRAM BACKGROUND ............................................................................... 

simply because they are new. Improved product performance and other 

benefits are not well understood by consumers. 

Reliability. The new designs may also raise issues about reliability because 

of the significant differences in how they operate. Domestic products 

introduced in the recent past have suffered from reliability problems. 

However, current imports are high quality machines and it appears that U.S. 

manufacturers are positioning the new lines ofRECWs as premium 

products, with.associated longer warranties and higher quality components 

and controls. 

Satisfaction with Current Washer. Available market research suggests that 

most consumers are satisfied with their current equipment. 

Program Coals and Objectives 

As published m several Alliance documents, the general program goals for the 

Wash Wise program are to: 

3. Dramattcally increase the market share of RECWs in the Program Area over 

the next three years; and 

4. Influence the development and support of maximum energy and water 

efficiency levels for revised federal clothes washer standards. 

These goals are to be achieved by: 

1. Implementing a cost-effective, collaborative program that helps consumers 

save energy, water and wastewater through the use ofRECWs; 

2. Educating consumers about the financial savings and other benefits that can 

be realized due to the use of RECWs; 

3. Stimulating manufacturers to produce RECWs and ensuring an adequate 

supply in the Northwest/Program Area marketplace; and 

4. Accelerating the rate of cost reduction of RECWs. 

Additional program objectives and planning logic were outlined in the RFP for 

Wash Wise: A Marker Transformation Venture: 

Wash Wise Program and Market Progress Report 

January 28. 1998 

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.. Wash Wise will influence consumers to purchase a RECW that would 

otherwise be less affordable. 

.. Wash Wise will readily increase sales of RECWs, thereby influencing 

manufacturers to increase production. 

.. An increase. in production will result in lower pricing of RECWs over 

the life of Wash Wise. 

.. As sales increase for manufacturers with available qualifying products, 

the competition for market share will influence other manufacturers to 

produce and market their own RECW models. 

Numenc program goals were stated as achieving a RECW market share of 3% or . 

2.785 Wash Wise in-store incentives for the calender year 1997. 

Program Description 

In I <)92. a coalition of Pacific Northwest utilities. government agencies and 

.:nv1ronmental groups interested in promoting appliance efficiency identified the 

honzontal axis clothes washer as a promising technology. The coalition, in 

cooperation with other utilities and organizations including the Electric Power 

Research Institute (EPRI), developed and implemented extensive market 

research called The High Efficiency Laundry Metering & Marketing Analysis 

rTIIELMA). The THELMA research provided valuable insight for setting the 

above goals and objectives and the Was.hWise program design is in direct 

response to TIIELMA's findings. Portland Energy Conservation Inc. (PECI) 

was selected to administer the Wash Wise program. 

Wash Wise is comprised of two major elements - cash incentives and a 

marketing/promotional campaign. 

A. Incentive Elements 

There are two incentive elements to Wash Wise. A direct consumer rebate is 

provide in the form of an instant in-store discount off the retail purchase price of 

qualifying Wash Wise RECWs. Appliance retailers discount the RECW price 

'S 130 at the time of purchase and are subsequently reimbursed by the program. 

(The $130 consumer incentive/rebate must be shown on the sales receipt 

Jocumentation.) Additionally, the retailers receive $20 per qualifying RECW 

sold, to be used as the retailer determines. 

Wash Wise Program and Market Progress Report 

January 28, 1998 

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MARKET AND PROGRAM BACKGROUND ................................................................................................................... 

B. Marketing/Promotional Campaign Element: 

The marketing portion of Wash Wise, developed based on the research findings 

of THELMA. has multiple purposes. The Wa~hWise marketing and promotional 

elements pnmarily focused on 1) educating consumers regarding the financial 

and other benefits ofRECWs, 2) creating an awareness of the incentive element 

of the Wash Wise program, and 3) informing, training and motivating appliance 

retailers. 

A marketing consultant was hired to develop a marketing plan and the program 

name and identity, a consumer brochure, print advertising, point-of-purchase 

materials. and other promotional materials. A promotional video was purchased 

from another utility/program. The Wash Wise program contractor, PECI, has 

coordinated the implementation of the marketing plan which includes 

advertising buying, co-op advertising coordination, and targeted media relations 

and community events. Ongoing efforts have been made to coordinate and 

leverage the marketing activities of other market actors. 

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January 28, 1998 

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MARKET AND PROGRAM BACKGROUND 

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3. PROGRAM STA-TUS .• !.............................................. .. 

Retailer Recruitment, Training and Support 

The initial phase of the project began in March and called for PECI to identify 

and recruit the appliance retailers. PECI prepared a mailing list of retailers with 

the aid of Maytag and Frigidaire. The utilities participating in Wash Wise were 

also helpful in suppling their contact lists. The initial mailer, or "ice breaker" 

was mailed out in April · 

1997 inviting the retailers to 

participate m the program. 

The response to the 

invitation was significant, 

and PECI learned that most 

of the responding retailers 

already earned qualifying 

washers t pnmanly 

Frigidaire 1. 

Retailer Agreements (a 

Memorandum of 

Understanding) were 

prepared which explained 

the guide I mes of the 

program. Multiple retailer 

agreements were also 

prepared for those 

organizations with more than 

one store, such as small 

chains. Figures I and 2 

show retailer participation 

by month and by state, 

respectively. 

Following sign-up, retailers 

were trained regarding the 

procedures necessary to 

participate m the program. 

This step was required for 

retailers before they would 

be allowed to submit any 

Wash Wise rebates 

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RETAILER PARTICIPATION 

Cummulative Retailers Signed Up By Month 

:~~l 300 -

200 

100 

Q I ' n 

May June July Aug. Sept. Oct. 

• Retailers Participating 

lJ Retailers Not Participating 

Figure 1 

PARTICIPATING RETAILERS 

Percentage Of Total Retailers By State 

100%--. 

i 

80% ~ 

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60%: 

40% __; 

i 

20%.....; 

0% 

Figure 2 

72% 

OR WA ID 

reimbursement requests. A training program and materials were developed, 

including a form to capture baseline information on the retailers; stocking and 

merchandising practices. These baseline audits were done as observations by the 

Wash Wisc Program and Market Progress Report 

January 28, 1998 

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PROGRAM STATUS 

trainer. and they did not reflect inventory. In total, 61 baseline audits were 

completed from May through early June. 

PECI' s role in training the retailers changed after Frigidaire agreed to host a 

senes of group training sessions for their retailers. In all, five regional training· 

sessions were completed in less than four days. Sessions were held in 

Vancouver, Seattle, Bend, Post Falls, and Canyonville. At that time, 140 

retailers attended, representing about 70% of participating retailers. PECI was 

involved in some additional group training sessions when Sears came on board, 

traming approximately 35 retailers. 

Following the training blitz with Frigidaire, PECI needed a more efficient way to 

tram the retailers, and thus began to perform training over the telephone. 

Approximately 153 retailers were trained by this method. Maytag retailers 

generally signed up and were trained after they began to carry the unit in July. 

Another 99 in-store training sessions were also completed. Over 500 are now 

signed up to participate: 200 more than were originally budgeted for the project. 

'.\larketing 

The marketing efforts of the Wash Wise program have included a mixture of 

mass media electronic advertising, print ads in most geographic areas, utility 

promotional packets, retailer point-of-purchase materials, and a program kick-· 

off media event. 

The program kick-off on June 5m consisted of media events in Seattle, Portland 

and Boise. To help increase awareness for these events, media press kits with 

press releases were prepared and sent in advance to the media. Radio was used 

extensively to promote the event. The radio spot compared top loaders to 

washing clothes on rocks. The kick-off included a host of tent-covered 

promotional activities featuring a Frigidaire clothes washer, endorsement by a 

prominent local personality, washer demonstrations, and even an airplane with a 

trailing Wash Wise banner. Unfortunately, there was low media interest in the 

events. 

The media kickoff was followed by print ads in the newspapers. These ads 

f earured $10 bills hanging from a clothes line. 

Utility promotional packets, including artwork for bill stuffers, were prepared 

for use by the region's utilities. Smaller utilities relied heavily on PECI for 

support because many of them have limited staff resources. Generally, the 

efforts of the region's utilities to market Wash Wise are not fully documented. 

Wash.Wise Pr.ogram and Market Progress Report 

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Table 1. 

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State 

U.S. Totals 

Washington 

Oregon 

Idaho 

Montana* 

Point-of-purchase promotional materials were developed for the Wash Wise 

program to aid retailers in merchandising qualifying clothes washers. This 

included a promotional video, a poster in a standup display, a consumer 

brochure, a Wash Wise logo sticker .. and a sticker for water utilities to highlight 

their added rebate. These materials were normally given to the retailers at the 

training or mailed to them following the training. 

PECI has set up two hotlines to support the program. One line is used to address 

consumer mquiries and one supports retailers. Both have been used heavily. 

Sales Rates and Market Share of RECWs 

PEA estimates that the market share of RECWs purchased through the 

Wash Wise program is now exceeding i2 percent of clothes washer sales in the 

Nonhwesuprogram area on a monthly basis. Total regional sales of clothes 

washers are estimated at about 21,400 units per month, and in October, the 

WasMVisc Program recorded sales of 2,684 units. 

For 1996. the Association of Home Appliance Manufacturers (AHAM), based 

on manufacturer data, estimates clothes washer sa.les for residential use at 7 .1 

million units. This is a significant increase from 1991 sales of 6.1 million units, 

averagmg about 3 percent more each year. 

AHAM also estimates sales by state based on distributer data. While some sales 

information through distributer channels is not reported, the national 

manufacturer data referenced above also counts some units that are exported. 

Total national sales reported by distributers for 1996 is 6.2 million units. Data 

for the Northwest is shown in Table 1. 

Total Clothes Washer Sales by State 

Households • AHAM 1996 Percent of Households Estimated -·· ._. 1995 (US 'Estimated DiStributer ·. PuJ'Chasing a Monthly S8les . 

Census in OOOsl sales by State . Wuher-1996 fOM997:.-· 

. 97,061 6,201,500 6.3% 532,000 

2,084 132,500 6.4% 11,400 

1,216 79,800 6.6% 6,800 

415 28,000 6.7% 2,400 

166 9,500 5.7% 800 

Wash Wise Area Total 3,881 249,800 6.4% 21,400 

• All Montana numbers are d1v1ded by 2 to approximate the territory covered by the Wash Wise Program 

Wash Wise Program and Market Progress Report 

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PEA believes that the sales 

by state numbers may be the 

most accurate data to 

indicate total sales. Since 

the most recent numoers are 

for 1996, we have increased 

the sales rate by 3 percent to 

approximate 1997 sales. To 

compare this data to 

Wash Wise sales, we looked 

at estimated monthly sales, 

simply prorated over the 12 

months. 

To detennine a market share 

for RECW iri the WaShWise 

area, PEA compared 

monthly sales of Wash Wise 

units to esumated total 

monthly sales. Sales 

increased steadily over the 

penod of June through 

October. In October, 

Wash Wise received invoices 

from retailers indicating 

2,684 rebates 1

, compared to 

an estimated total washer 

sales of 21,400 per month, 

for a market share of 12.5% 

(see Figure 3.). 

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PROGRAM STATus· 

WASHWISE MARKET SHARE 

RECW RebatBs By Month as a% of Total Program Area Sales 

20.00%--, 

15.00% --i 

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10.00% _: 

5.00% 1 

0.00% ' 

Figure 3 

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WASHWISE REBATES 

12.5~ 

Oat. 

Program-to-dote By Washer Types and Brands 

6000: 5962 

5000 ~ 

4000 ~ 

3000 ~ 

2000 

1000 

0 

AU Typec Frigld.IGibcon Mavtag Europe 

Figures 4, 5 and 6 below Figure 4 

present additional 

charac~eristics of Wash Wise sales. Worth noting in particular is the sales rates 

by state population, indicating good geographic distribution of program activity. 

The Washwise program tracks the number of invoices received and the dat.e sales related data are 

entered into their computer, but not the actual <late of sale. This results in some degree oflag and 

possibly undercounting or over counting sales within any given time period. as many retailers 

batch sales together. PEA is reporting invoices received per month in September and October for 

purposes of calculating market share, but as sales are growing, the lag between sales and invoicing 

likely means that sales in a given month are being undercounted. Especially given the Sears 

special pncing on the Frigidaire RECW in October, the actual market share in October is likely 

higher than indicated. 

Wash Wise Program and Market Progress Report 

January 28, 1998 

Page 12 
• .c;.' • ·.'-:"" •. ~ •· ..•• ~. 

,_;,,. 

PROGRAM STATUS ~! ....................................................................... .. 

SALES BY RETAILER TYPE 

There is no current. 

reliable national estimate 

of sales of RECW s. 

Manufacturers are 

reluctant to share numeric 

data for competitive 

reasons. PEA 1s working 

with CEE and others to 

develop better nat10nal 

information from the 

manufacturers. In prior 

years, RECW sales were 

less than 2% of the 

market, but the a vatlability 

of the Frig1dare and 

Maytag units has changed 

that number substanttally. 

WashWise Unit Sales 

4000' 

0 

Small Chain Large Chain Independent 

Figure 6 

SALES BY STATE POPULATION 

WeshWise Rebetes Per 1000 Residentiel Households 

3.00 

ui2.50 -· "'C 

0 

.c 

~2.00 - ::2 

0 

;; 1.50 - 0 

0 

:;; 1.00 - Qj 

ii 

~0.50 -

0.00 

Figure 6 

OR WA ID 

WashWise Program and Market Progress Report 

January 28, 1998 · 

2.00 

MT 

Frigidaire speculated 

that sales may 

currently be in the 

5% to 6% range, 

implying a tripling 

or more of previous 

years sales 

nationwide, which is 

plausible. CEE 

estimates that 

RECW sales are 3% 

to 4% of the total 

clothes washer 

market. A better 

estimate of national 

sales ofRECWs may 

be available for the 

next Market Progress 

Report. 

Page 13 

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Wash Wise Program and Market Progress Report 

January 28, 1998 

PROGRAM STATU~ 

Page I <t 
4. CONSUMER AWARENESS AND ACCEPTANCE 

.... [ ................................................ .. 

Approach 

The Gilmore Research Group conducted two separate surveys. First, Gilmore 

conducted 419 interviews with people who had purchased a RECW in the 

beginning months of Wash Wise. The purpose of the survey was to determine 

why people buy RECWs and to assess both their purchase experience and their 

experience with the RECWs to date. The sample was randomly selected from the 

initial 1,900 purchasers through the program. Both PEA and PECI assisted in the 

development of survey questions. 

Gilmore also completed intercept interviews with forty-two (42) customers who 

were actively in the process of shopping for clothes washers. These interviews 

occurred at the four participating retailers. 

Key Findings from the Purchaser Survey 

The primary reasons respondents were shopping for a new washer had to do with 

the perfonnancc of their old washer. Either their other washing machine broke 

(46%), was too old (16%), or wasn't performing properly (11%). About 11% of 

purchasers had moved, and elected not to move their old washer. Only 6% of 

customer were shopping for a clothes washer to save water and/or energy, and 

about 2% because they had heard about the Wash Wise rebate. Other reasons 

included never owned a washer ( 6%) and wanting a washer that could be stacked 

(5%). 

· Almost half of all respondents (48%) said that they had decided to buy a tumble 

action washer even before they went into the store. For customers who were 

aware that tumble action washers could be purchased for home use prior to 

shopping in stores (72% of purchasers), about two-thirds had already decided to · 

buy a tumble action washer. 

Purchasers were well educated (40% have at least a college degree) and 

primarily female (74%). Purchasers were nearly equally likely to live in urban, 

suburban, smal I town, and rural areas. While 31 % of purchasers were between 

45 and 55 years of age, 29% were over 55. Of those who responded to a 

question about income, about 36% of the initial purchasers had incomes of less 

than $40,000 per year, 39% had household incomes between $40,000 and 

$75,000, and 25% had incomes above $75,000 per year. Forty-three percent 

(43%) of the initial purchasers were two person households, 7% were one person 

households, and 50% had three or more residents. The average household size 

was 3.0 persons. 

Wash Wise Program and Market Progress Report 

January 28, 1998 

Page 15 
\ 

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. ~~. -.. •, :! .... -r;.-·'"'- ,..4 .. · ... 

CONSUMER AWARENESS AND ACCEPTANCE 

For purchasers, retailers were the primary source of infonnation about 

Wash Wise. In the survey, purchasers were not asked how they heard about 

Wash Wise, but this information was available from the rebate fonns submitted 

by retailers to PECI. About 64% noted the retailer as the source of information, 

15% a newspaper ad, 7% word-of-mouth, 6% a utility, 5% a: radio ad, and 1 % a 

homesh 

Respondents were very 

. positive about the 

assistance they received 

from retailers. Store 

employees were rated as 

very or somewhat helpful 

by 95% of purchasers. 

About 5 I% of panicipants 

noted that the sales person 

recommended the tumble 

action washer over the 

standard washer. 

When these purchasers 

\Vere asked for their main 

reason for buying a tumble 

actton washer, 74% of 

respondents cited energy or 

RECW PURCHASE REASONS 

Main Reason Given for Purchasing an RECW 

Rebate -11% 

Quieter _,1 % 

Bulky Capac. ~% 

Design/Tech.__..,,. 

Larger Loads ~'· Less Deterg. ~% 

Previous Exper. -~% 

Stack/Space ---10% 

Gentler 15,-. 

Cleaner Clothes ts,-. 

Energy Savings -------~3% 

Water Savings -!!l!!!!!!!!!!!!~!!!!!tll!'Yo __ 

0% 10% 20% 30% 40% 50% 60% 

Figure 7 

water savings; 18% said that cleaner clothes was the main reason, and 15% 

referenced gentler on clothes (Figure 7). 

On the rebate form, purchasers were also asked the main reasons they purchased 

a tumble action machine, and with multiple responses encouraged, over half 

cited energy and water savings, operating cost savings, gentler on clothes, 

cleaner clothes, the rebate, and less detergent. In general, it appears that 

multiple features of the RECWs appeal to customers, but in the Wash Wise 

program. resource savings was the number one response. Research by 

manufacturers into this same issue usually puts resource savings into a lower 

position; behind capacity, cleaner clothes, and gentler on clothes. Reasons for 

the differences between Wash Wise participants and other market research are not 

c I ear. but may reflect the influence of the utilities' sponsorship of the program. 

When asked if they would have purchased a front loading washing machine 

rather than a top loading washing machine if the rebate was not offered, 76% 

said that they would have, or probably would have, still purchased the front 

loader. while 16% said they would not have purchased the front loader and 8% 

weren't sure. This largely reflects the predisposition of these initial purchasers 

Wash Wise Program and Market Progress Repor:t 

January 28. 1998 

Page 16 
CONSUMER AWARENESS AND ACCEPTANCE ~ ....................................................................................... .. 

to buy front loader machines and/or their unwillingness to second-guess their 

decision. 2 

Although most respondents had purchased their machines within six weeks of 

the interview date, they expressed very high levels of satisfaction with the 

RECWs. On a lengthy list of features and attributes, almost all (at least 95%) 

said they were very or somewhat satisfied with each feature. Most (81%) said 

that the washer was worth the price, and 91 % said that they would recommend 

the machine to others. 

Additional details about the Purchaser Survey are available in Wash Wise 

Program Evaluation Research: September 1997 Tumble Action Washing 

Machine Purchaser Survey authored by the Gilmore Research Group. An 

additional survey of general consumers is planned for the spring of 1998. 

Key Findings from Intercept Interviews 

Of the forty-two (42) intercept interviews conducted. thirty-two (32) were with 

customers shopping primarily for top-loaders, and ten (10) interviews were with 

customers lookmg for tumble-action washers. Half of the top-load shoppers said 

they also looked at tumble-action washer~, either that day or on a prior trip. · 

Shoppers looking for tumble-action washers are willing to spend more money on 

a washing machine than are shoppers looking for top-loading washers. Nine (9) 

of 10 tumble-action shoppers reported that their price range for a washing 

machine was more than $550, while only one of 32 top-load shoppers reported a 

price range over $550. 

A greater proportion of tumble action shoppers than. top-load shoppers reported 

hearing about the Wash Wise program and the $130 rebate. Eight (8) often 

tumble acuon shoppers said they knew about the $130 rebate, whereas slightly 

less than ha! f ( 14 of 32) of top-load shoppers reported this. For both types of · 

shoppers. the ·majority ofrespondents who knew about the rebate heard about it 

from a retailer (6of8 tumble action shoppers, 10of14 top-load shoppers) . 

.Hardly anyone reported hearing about the rebate through a newspaper or i:adio 

ad (2 respondents each). 

This sample is from the initial purchasers of RECWs, who did show a predisposition to purchase 

RECWs rather than conventional units. The monthly sales have. increased greatly since then, and 

a survey of more recent participants would likely indicate a decline in this number. The program 

is now reaching a broader market whose demographics and reasons for making purchase decisions 

have probably changed somewhat. Also, please see the retailer survey in the next section for a 

different perspective on this topic. 

WashWise Program and Market Progress Report 

January 28, 1998 

·Page 17 

,. 
\ \ 

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CONSUMER AWARENESS AND ACCEPTANCE 

Top·load shoppers mentioned 'high cost' more than anything else as a reason for 

buying a top-loading washer rather than a tumble-action washing machine. 

Thirteen (13) top-load shoppers said they were shopping for a top-loader rather 

than a tumble-action washer because the tumble-action machines were too 

expensive. Customers also reported that they did not want to bend over to load 

and unload the clothes (mentioned by 8 top-load shoppers), or that they were 

simply used. to top-loaders (mentioned by 6 top-load shoppers). 

Many top-load shoppers said they had not heard anything about the benefits of 

owning a tumble-action washer. Among top-load and tumble·action shoppers, 

themes related to 'savings' were mentioned more than anything else. Thirteen 

( 13) of 32 top-load shoppers said they had not heard anything about the benefits 

of tumble-action washers. Among the 19 top-load shoppers who had heard 

something, and the I 0 tumble action shoppers who were intent on buying a 

tumble-action machine, 'water' and 'energy' savings was mentioned a total 28 

times. 

Salespeople explained the features and benefits of tumble-action washers to 

tumble action shoppers more often than they did to top-load shoppers. Ten ( l 0) 

0f 32 top-load shoppers said a salesperson talked with them about tumble-action 

washers, and 7 of l 0 tumble action shoppers said a salesperson talked with them 

about the machines. All 7 of the tumble action shoppers reported that the 

salesperson told them about washer's features and benefits, whereas this was 

reported by only half of the top-load shoppers. For both types of shoppers, only 

two people said the salesperson recommended tumble-action washers over toploaders. 

Thee-quarters of all respondents said that they did not see any point-of-purchase 

materials for tumble-action washing machines. Of those who did see some kind 

of promotional materials, only two (one top-load shopper and one tumble action 

shopper) reported seeing Wash Wise's 'Discover a New Way of Washing' 

brochure. None of the shoppers reported seeing the video that the program has 

made available to all retailers for in-store viewing . 

. It appears from this information that customer education and awareness prior to 

shopping for clothes washers would be a great value. While the retailer is a 

useful link in the education chain, their job is to sell clothes washers. If a 

customer has some interest in tumble action washers, the sales person will 

respond to that interest, but if the customer has no knowledge of tumble action 

washers, they are not very likely to receive a thorough education at the retailers. 

It also appears that point-of-sale materials and training of sales personnel could 

be improved. Some of this may just be freshening up materials and training, and 

providing quality assurance that the materials are readily visible and accessible 

to customers. Materials and training that help sales people generate interest and 

Wash Wise Program and Market Progress Report 

January 28. 1998 

Page 18 

~------.............. alli .. •&111~·1if•···-······-.......... .. 

~ 
CONSUMER AWARENESS AND ACCEPTANCE ............................................................................................... 

make sales will be used, but improved point-of-sale responsiveness will likely be 

based in increased marketing and consumer awareness. 

Wash Wise Program and Market Progress Report 

January 28, 1998 

Page 19 
CONSUMER AWARENESS AND ACCEPTANCE 

WashWise Program and Market Progress Report 

January 28, 1998 

Page 20 
5. APPLIANCE RETAILERS 

Approach 

PEA worked with Gilmore Research Group and PECI to develop a survey that 

Gilmore then conducted with 205 retailers. About three-quarters of the 

individual respondents both sold and managed the sales of clothes washers, 

while the remainder performed just one of those two functions. Questions 

covered topics such as reaction to the Wash Wise Program elements, pricing of 

standard clothes washers, and sales of RECWs, · 

Key Findings from Research 

A. Satisfaction with Wash Wise Program Elements. 

Retailers found the pomt of sale materials developed by Wash Wise to be fairly 

useful. Most useful was the consumer brochure, ranked very useful by 58% of 

respondents. whtle only 26% of retailers thought that the promotional video was 

very useful. Retailers had few problems with program procedures or getting 

additional promot1onal materials. 

Only 38% of retailers could recall either seeing or hearing a Wash Wise ad; most 

of these thought that the advertising should continue. A slightly higher 

percentage, 48%, had featured the Wash Wise rebate in their own advertising. 

The retailers rated utility promotions as the most effective form of marketing 

support for RECWs that Wash Wise could provide. 

Retailers were split on the effectiveness of the rebate in influencing purchase 

decisions. A total of 42% of retailers thought that the rebate motivated 

customers to purchase something they would not normally have bought, while 

48% thought that the rebate motivated customer to purchase something they 

were already interested in. Retailers believed that about half of the RECW 

purchasers (mean 46%, median 50%Ywould have purchased a standard, top 

loading machine if the rebate were not available. If the rebate were not offered, 

only 12% of retailers thought that the demand for RECWs would continue at the 

present level, while 22% thought the market would permanently lose 

momentum, and 5 7% thought that demand would slacken, then pick up again. 

Wash Wise provides a $20 incentive to the retailers for each RECW sold. Of. 

those respondents who knew how the incentives were used by their retailer, 37% 

used the funds for administrative costs, 25% for marketing costs, and 29% used 

the payments for salesperson bonuses. 

WashWise Program and Market Progress Report 

January 28, 1998 

Page 21 

. -~-::..!r 

- .- ·-. 
. ;: 

APPLIANCE RETAILERS 

On average, 72% of customers who were shopping for washers were shown a 

RECW at the retailers. Retailers were asked to rate the importance of a series of 

items in motivating sales personnel to spend time showing RECWs to potential 

customers. Most important as a motivator for sales people were the Wash Wise 

rebate, noted as very important by 65% of respondents, followed by customer 

requests (63% very important}, environmental benefits (60% very important), 

profit margin (50% very important) and retailer incentives (35% very 

important). 

8. Product Pricing and RECW Cost Barrier 

The higher price of RECWs has been identified by the TIIELMA study and 

other reports as one of the major barriers to market transformation in the clothes 

washer market. Data on the sales price of RECWs are available in great detail 

from the Wash Wise 

database. Pricing on 

comparable models was 

requested as part of the 

retailer survey. 

Additionally, retailers were 

asked a series of questions 

to determine how much of 

a bamer the mcremental 

cost difference might 

create from a sales 

perspective, given the 

multiple benefits of 

RECWs. 

In the Wash Wise Program 

to date, the sales price of 

qualifying RECWs 

averages $900. For the 

AVERAGE PRICES 

For Baseline. All RECWs and RECW Brands 

$1.200 -

$1.100 --' 

$1.000 -; 

$900 _; 

$800 -

$700....; 

$600 I 

:~ii] $500 

$300 -1 . 

$200 j $100 

so 

Bauline 

Figure 8 

RECWa FriglGib. Europe 

Frigidaire/Gibson model, which is the lowest price qualifying model, the 

average sales price was $801. (The Frigidaire model was initially introduced at a 

suggested retail price of $999, and subsequently reduced its suggested retail 

price to $799, and $699 for a short-term promotion at Sears, so this price can be 

expected to drop somewhat. The Gibson labeled product has held a higher price 

pomt.) Maytag has maintained an average sales price of $992, very close to 

their suggested retail price of $999. The European models are priced a bit 

higher. selling at an average of $1,114. 

Some softening of prices has occurred. For the month of October, the Frigidaire 

model avernged $781, and the Maytag RECW averaged $987. Average prices 

on both these models, which dominate Wash Wise sales, have dropped every 

month of the program, a trend that may continue. One Portland retailer was 

Wash Wise Program and Market Progress Report 

January 2S. 1998 

-·--------

Page 22 

-~--------- -
..•. <r..-.. .· 

APPLIAN.CE RETAILERS .................................................................................................................... 

offering a Frigidaire RECW and dryer combination for $968 after the Wash Wise 

rebate, implying a retail price on the washer of less than $700 prior to the rebate. 

Some Maytags have sold for as low as $900. 

Given the current supply and demand, manufacturers are maintaining higher 

margins on RECWs than their standard offerings. In fact, RECWs offer a fairly 

unique opportunity for manufacturers to make a "high" profit margin per unit 

sold in a very competitive business where products are not well differentiated 

and profit. margins are typically thin. Maytag, who solved a major customer 

objection to horizontal axis technology by tilting the drum slightly and 

repositioning the openmg, is especially vigorous about maintaining their unique 

market position and high margin. Maytag test marketed their RECW for as low 

as $799, but decided that the units could sell well at $999. Only increased 

competition from other manufacturers will result in long-term, lower prices. 

Maytags are selling quite well in the Northwest, even when compared to the 

lower: price (and Consumer Reports top rated) Frigidaire. While Maytag has 

protected their rcputat10n for quality well for years, the appearance and apparent 

ease of oper:rnon of their RECW will likely support strong sales at a high margin 

for some time. 

Retailers were asked to estimate the price range that most of their customer 

spend for top loaders. :-.tost retailers (48%) selected the $450 to $549 price 

range, and 3 7% selected the 

$350 to $449 pnce range. 

Ret.ailers were then asked to MARKET SHARE POTENTIAL 

estimate the average price 

of top loading machines that 

have similar capacity and 

features to the most popular 

tumble actions washers. 

The median response was 

$500. 

The overall average 

incremental cost at this 

point is about $400 before 

the Wash Wise rebate. and 

$270 after the rebate. 

Customers who select the 

lower pnce Fng1da1re 

Of REC\Ns At Various lncremenlal Costs 

50% ~ 

i 

40% ~ 

~ 30% j Qi ; 

~ 20% __; 

Jl 10% ~ Oo/o 

Figure 9 

$200 $100 

Net Incremental Cost 

RECW have an average incremental cost of about $300 before the rebate, and 

$170 after the Wash Wise rebate. Again. some softening of these prices has 

occurred. 

The retailers were then asked what percent of customers would be willing to pay 

$200 more for a RECW, and what percent would be willing to pay $100 more 

WashWise Program and Market Progress Report 

January 28, 1998 

Page 23 
APPLIANCE RETAILERS 

for 11 RECW (sec Figure 9). Retailers believe that a median of 30% of customers 

would J':lY $200 more, and that 50% would pay $100 more. This indicates that 

despite an incremental cost difference (that is likely to persist), sales personnel 

belic\'e that a la~ percentage of customers will value the features of RECWs 

sufficiently to pay significant incremental costs. · 

c. Otlt~r Sil(niftcant Responses by Retailer Representatives. 

About two-thirds of retailers said that manufacturers had provided advertising, 

consumer education. and training support to help market RECWs. A majority 

rated the munufacrurer support as very helpful, with the training being rated very 

helpful h~· 75% llf the retailers. · 

Retailers reported that. prior to the Wash Wise Program, ~ost sold either no 

REC\\'s (~2%) nr l'nly 1% RECWs (13% of retailers), while a few sold 5%, 

10% or more. Since becoming involved in Wash Wise, the median value for 

REC\\' ~a !cs 1s now estimated at 15% of sales, with a significant number of 

retaikrs ~111n~ c,·en higher numbers (see Figure 10 below). 

WASHWISE IMPACT ON SALES 

RECW Sales Compaison As Reported by Retailers 

70% 

~60% 

~50% 

Cil40% "' 

a; 

'030% 

~20% 0 

if 10o/o 

0% 

0·4'- 5·9"' 10·14% 15-19% 20-24% 25-29% 30%+ 

Retailer Reported % of RECW Sales 

• Before Was:nWii:e D Since WasnWise 

Figure I 0 

About half of the n:f'Jiicrs believe that tumble action washers will dominate the 

market as consumers become more familiar with them. Finally, 88% of retailers 

believe that RECW~ dt'an clothes better, 98% believe that they are more 

efficient. and 891

% l,f retailers personally believe that the RECWs are worth the 

money (at current inl·rcmental costs). This translates into a committed sales 

force that bodes well ti.'r future sales of RECW s. 

Wash Wise Program and J\larktt Progress Report 

January 28. 1998 

·Page 24 
6 . MANUFACTURERS ................................................ lmll 

Approach 

PEA interv1ewed the six U.S. based manufacturers of clothes washers and the 

three major importers to determine their current status regarding pricing and 

production. their future marketing plans, and their opinions regarding utility 

marketing support/rebate programs. In addition, PEA interviewed Christine 

Egan, CEE's product inanager for the clothes washer initiative, as she maintains 

regular contact with manufacturers. 

Key Findings from Research 

l. Wh1rlpool. the largest clothes washer manufacturer by far ( 52% of the 

market). is the only U.S. manufacturer that has not announced their 

mtent1ons to enter the high-efficiency clothes washer marketplace. 

\Vhirlpool has applied for several recent patents that cover a "wobble" 

action. vertical axis washer that is more efficient than other vertical axis 

designs. but they would not disclose production plans for those models. 

Whirlpool will be marketing a spray rinse model yet this year that 

reduces water consumption by about 40%. They plan to position this 

product as a more cost-effective alternative to horizontal axis products. 

Whirlpool also manufactures horizontal axis products for other, 

international markets. 

2. GE will bring a GE labeled version of the current Frigidaire RECW to 

market in a couple of months. GE also is developing both vertical and 

horizontal axis RECW designs so that they can offer their own RECW 

models in the future. 

3. · Frigidaire is planning two new RECW models (probably variations of 

the current RECW) for their line in the next 12 months, one less 

expensive and one more expensive. Frigidaire also has begun marketing 

their current RECW through Sears at a special price of $699 for a two 

week introduction, although they intend to maintain a suggested retail of 

$799. They are not back ordered currently, but are increasing capacity. 

4. Maytag is adding new tooling to build their manufacturing capacity 

before the end of 1997 and plans to introduce a stackable pair version of 

their current products in the first quarter of 1998. Maytag' s 

representative indicated that they have no short-term plans to lower their 

pnce point. 

WashWise Program and Market Progress Report 

January 28, 1998 

Pag~ 25 

' I 
MANUFACTURERS 

5. Amana is just bringing their product into the market. Initially, it will 

only be available at Sears, due to the anticipated demand through that . 

sales channel absorbing all initial production. The suggested retail price 

is $999, although this price may increase. 

6. Miele has dropped their price substantially, from about $2,450 to about 

$1,695 for the washer, based on currency valuations. ASKO has added a 

second shift and a new production line. Creda may reduce their price 

somewhat, will off er some revamped products, and kick off a national 

advertising campaign mid-1998. Staber anticipates no significant 

changes (they are mail order only). 

While Maytag has clearly both committed and connected to the market, 

Wh1rlpool and GE are not fully convinced that RECWs, aside from the· 

possibility of Federal Standards, are a product that they want to pursue. A nonMaytag source noted that Maytag expects RECWs to be 10 percent of the market 

m 2 years. Other manufacturers see a slower growth rate and expect the product 

to he a niche product indefinitely, unless Federal Standards are passed. The 

manufacturer's attitudes toward the market, which are informed through their 

market research efforts, indicate the following marketplace trends: 

• Whirlpool is skeptical that the RECW market will develop into anything 

beyond a niche market, or that utility programs will have much 

influence, but they are prepared to enter the market anyway, although on 

an uncertain timetable. To this point, the introduction Qf RECWs has 

. not influenced their sales or market share in a significant way. They 

believe that efficiency is not rated highly by consumers, and may · 

compete in the RECW market with a conventional looking machine 

rather than a horizontal-axis model. They are paying attention to the 

Federal Standards process and to Sears, who have indicated that they 

would like a RECW in the Kenmore line .. 

• GE also doesn't believe that RECWs from other manufacturers have 

reduced their sales or market share to this point. GE believes that utility 

programs will influence the market somewhat, but they believe that the 

market is very price sensitive and that the incremental cost of RECW is 

a major barrier even with utility rebates. GE believes that the RECW 

market may only be 5% to 6% of the market in 5 years. 

.. Frigidaire is planning to continue a strong marketing campaign, although 

without TV. Top markets for their RECWs are California, New York 

and Florida, largely based on population. They are marketing 

nationally, especially through Sears. They have increased their market 

share with the introduction of their RECW (about 2% of the market may 

be Frigidaire RECW). They expect sales to continue to increase, and 

with their relatively lower price RECW, definitely notice the impact of 

Wash Wise Program and Market Progress Report 

January 28, 1998 

Page 26 
MANUFACTURERS ............................................................................... 

utility rebates (including Wash Wise) as it makes their product very price 

competitive with conventional washers. ·Despite the recognition of 

utility programs and rebates as part of their success to date, they 

consider their relationship with Sears to be a much bigger driver in the 

market. 

.. Frigidaire expects that RECWs might dominate the market in 5 to 10 

years. but perhaps only with Federal Standards. Without a Whirlpool 

product, RECWs cannot dominate the market. Frigidaire puts the 

current national market for RECWs at 5% to 6'.Yo. They think it could be 

10% in one more year. They expect 20% plus of the market will be 

RECWs in 5 years. 

.. Maytag has increased their market share with the Neptune, their RECW 

product. but would not disclose numbers. Sales have outpaced their 

projections. and they are not keeping pace with demand currently. 

Demand is national, and they have not tracked increased sales in 

conjunction with utility programs. National chains are all selling well. 

While Maytag clearly supports utility programs that increase awareness 

and rebates that make it easier for customers to purchase their product, 

the presence of utility programs has not altered their overall marketing 

strategy. 

.. Amana 1s rolling out their product to Sears in late October, and to other 

stores possibly in December at the earliest. So many units have been 

ordered that they are not planning an advertising campaign at this point, 

only sales training. They are hoping that demand is stable, and that the 

initial success of other companies' products are not the result of pent-up 

demand. They think that the market for RECWs could be at 10% in 5 

years. 

In promoting RECWs, the manufacturers are following their traditional national 

marketing schemes rather than emphasizing "hot" markets. While they are 

supportive of utility efforts, they have not focused additional marketing 

resources in areas of the country with active programs. Regional offices have 

some discretionary funds that have been used to support Wash Wise efforts, but 

. the national offices seem somewhat removed from those decisions. When asked 

what Wash Wise could do to increase product demand, they most commonly 

suggested increasing awareness and continuing the rebate program. 

Wash Wise Program and Market Progress Report 

January 28, 1998 

Page 27 
Table 2. Manufacturer's Perception of the RECW Market 

Estimated RECW Market HaveRECWs 

Manufacturer Share(%) Increased your 

Whirlpool 

GE 

Frigidaire 

Maytag 

Aman a 

Staber 

ASKO 

Creda 

Miele 

in5Years sales/market share? 

No comment NA, but no lost market 

share. 

5%/ Slow growth NA, but no lost market 

share. 

20+% Increased sales/ market 

share 

Not sure/ Significant Increased sales/ market 

growth share 

10% NA 

2% ?? 

20% Increased sales · 

I 25% Increased sales 

20% plus if energy Increased sales 

crunch 

Wash Wise Program and Market Progress Report 

January 28, 1998 

MANUFACTURERS 

. ... _ ..... _., 

lmportan~ of 

W•BhWlnlOther 

Utlllty programs to 

RECW.1ates. 

NA 

NA 

"hugely importantn 

"a great help" 

·NA 

Not sure 

Important 

Very Important 

' 

Not sure ~ j 

·Page 28 
7. NATIONAL PROGRAMS AND 

FEDERAL STANDARDS 

Energy Star Appliances 

On August l, 1997, DOE added energy efficient clothes washers to the Energy 

Star Appliances Program. This meant that clothes washers which are 111 % or 

more efficient than the current Federal Standard of 1.18 Energy Factor (EF), or 

2.5 EF, would be recognized as Energy Star clothes washers. EPA maintains a 

website listing the 17 models, all horizontal axis, currently meeting this 

standard. 

The selection of the 2.5 EF as the specification level means that, as a practical 

matter, the levels used by Wash Wise and the CEE to determine RECWs have 

now been selected for the nauonal Energy Star initiative. While the Energy Star 

specification does not include a water factor. it would be difficult to meet the 

Energy Factor without also meeting the water factor, and no current models meet 

one test and fail the other. Remaining Moisture Content was also not included in 

the Energy Star spec1ticauon. but is not specified in the threshold CEE 

specification e1 ther. 

Wash Wise and Northwest utilities were a very important part of the process that 

resulted in the selection of the 2.5 EF for Energy Star clothes washers. 

Wash Wise sent strong messages early in the process, and when the draft 

specification went out for comments, about forty comments were received with 

all but one in favor of the 2.5 EF, making DOE's decision very easy. Many of 

the comments were from utilities. 

EPA is continuing to work with its utility, manufacturer and retail partners to 

promote Energy Star for market transformation programs. On the west coast, 

EPA continues to keep its utility partners involved. In California, all the major 

electric utilities are active in promoting Energy Star through the use of bill 

stuffers, bringing retailers into the program, and ensuring that the Energy Star 

logo is included on advertising. In the Northwest, Wash Wise has included the 

Energy Star logo on marketing materials. A consortium of utilities in New 

England is beginning a modest Energy Star Appliances marketing/awareness 

campaign. 

EPA currently has m·o partners that are clothes washer manufacturers. Maytag 

and Amana. Both organizations have signed a Memorandum of Understanding 

with EPA. As such. they are the only manufacturers authorized to affix Energy 

Star labels on appliances at the factory, although neither is currently doing so. A 

representative from D& R International, the contractor to DOE on Energy Star, 

WashWise Program and !\larket Progress Report 

January 28, 1998 

Page 29 

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NATIONAL PROGRAMS AND FEDERAL STANDAR: 

indicated that there was interest on the part of these manufacturers to do this, 

however, they were not sure where they were in the process. 

From the manufacturer interviews, PEA found a similar result. Representativ 

from Frigidaire indicated the company was interested in factory labeling, but 

they were not sure if or when they would. The representatives from Maytag n 

Amana both stated that they were considering labeling at the factory, .but plan 

were indefinite. · 

Energy Star intends to obtain appliance sales data from the manufacturers and 

retailers associated with the Energy Star program, but none has been received 

yet. 

This past summer, the EPA and DOE launched a three month national brand 

awareness campaign to help consumers understand the positive impacts of 

buying Energy Star labeled products, including household appliances. The 

campaign consisted of several elements, including public service announcemet 

and media coverage, coordination of promotional activities with the public and 

pnvate sectors, and various Energy Star Partner and Ally activities. These 

activities have been taking place at both the national level and in 32 major 

markets around the country. The west coast campaign ·is currently winding 

dov.11. 

lt 1s too soon to determine how effective the Energy Star branding approach wil 

be. EPA and DOE can set reasonable specifications in conjunctions with 

manufacturers, can develop public relations campaigns and marketing materials 

and either have or are planning Energy Star labeling for a wide variety of 

products. However, they do not have sufficient financial resources to advertise 

products or the Energy Star brand, and thus must rely on their partners, includin: 

utilities, manufacturers and retailers, to create consumer awareness. 

Consortium For Energy Efficiency and Other Utility Programs 

CEE estimates that utility sponsored RECW programs will soon be available to 

nearly 20% of the country's consumers. Their draft goal for 1998 is to expand to 

25% of all residential customers covered by a program. The efforts in California 

and the Northwest program are the largest programs currently. However, 

Wash Wise appears to be having better success in the marketplace than other 

utility programs at this point. CEE's draft market share goal is 10% of all 

clothes washer sales by the year 2000. 

About a dozen utilities are planning a regional program in New England that will 

serve about as many customers (3.8 million) as the Wash Wise program. That 

effort is likely to have a very aggressive marketing budget (about $2,000,000 

Wash Wise Program and Market Progress Report· 

January 28, 1.998 

Page 30 
NATIONAL PROGRAMS AND FEDERAL STANDARDS ............................................................................................................. ~ 

annually in the initial years), and most utilities are planning on offering 

incentives of $100 initially. That program will kickoff no earlier than May. The 

Northeast Energy Efficiency Partnerships, Inc. (NEEP) is facilitating 

development of that effort. Several New Jersey utilities may join that effort in 

1999 (they offer rebate for RECWs in new construction currently), and some 

support may come from New York utilities as well. 

CEE is also beginning a national evaluation effort, with RECWs as the pilot 

project to be studied. This should help develop comparable regional information 

as well as better quality national market share information. 

Federal Appliance Standards 

DOE is contmumg to work through the rulemaking process to establish a new 

national clothes washer standard and Final Rule by October 1999. 

The rulemakmg process began in November 1994 when an Advance Notice of 

Proposed Rulcmaking (ANOPR) was first published in the Federal Register. 

September I 995 began a one year moratorium on clothes washers and the 

beginning of a Process Improvement Effort. In November 1996, DOE sponsored 

a clothes washer workshop where. design options and engineering analyses were 

discussed. This was follo~ed by another wo&shop in July 1997 to discuss 

process and analytical tools. A Final Rule on Test Procedures was completed in 

August 1997. and will become effective in 180 days. 

May 1998 is the planned schedule for publishing the next ANO PR for clothes 

washers, followed by the Notice of Proposed Rulemaking (NOPR) in January 

1999, and publication of the Final Rule in October 1999. The rule would take 

effect in 2002 at the earliest. However, it is not clear that this schedule can or 

will be maintained, largely because it is likely to be a contentious process with 

some parties proposing a high (e.g. 2.5 EF) standard and manufacturers offering 

considerable resistance. 

There is the possibility of a negotiated, i.e. shortened, standard setting process 

that would slightly increase the current standard to 1.3 EF from the current L18 

EF to take effect in 2001 or 2002. This would be followed by a subsequent 

standard settmg process that could result in a standard closer to the Wash Wise 

levels taking effect in 2006 or later. 

Wash Wise Program and Market Progress Report 

January 28, 1998 

----------··--------------··-·-

Page 31 
----~-

NATIONAL PROGRAMS AND FEDERAL STANDARDS 

WashWise Program and Market Progress Report 

January 28. 1998 

Page 32 
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8. PROGRAM, PRODUCT AND MARKET ISSUES 

During PEA's efforts to develop this report, several issues of significance were 

identified which did not fit neatly into the sections of the report as outlined. 

These issues are worth consideration either as program design factors and/or as 

potential indicators of market progress. 

Interacting With Other Utility Programs 

PEA briefly examined the impact of other utility based RECW programs 

operating within the Wash Wise program area. About a dozen electric, gas and 

water/wastewater programs are active to some degree, typically offering 

additional marketing and rebates beyond the Wash Wise program. In virtually all 

cases. RECW sales per 1,000 residential customers increased, on average the 

rate of sales increased by about 50%. 

Coordmat1on between the. Wash Wise effort and these other utility marketing 

efforts has been limited, and opportunities exist to improve coordination. 

Additionally, many more utilities might mount low-cost marketing campaigns to 

support Wash Wise sales, resulting in better awareness .. While bill stuffers, 

articles m utility newsletters, and local public relations campaigns may not 

produce direct results immediately, in combination with other marketing tools, · 

they can substantially increase consumer awareness. 

Oregon's Residential Energy Tax Credit 

The State of Oregon has modified it's Residential Energy Tax Credit Program to 

include RECWs. Product efficiency requirements are consistent with the 

Wash Wise standards. 

The law goes into effect on January 1, 1998, and will apply to the units sold on 

or after that date. Of course, purchasers will not fully receive the benefit of the 

tax credit until early 1999, when taxes are due for 1998. 

The tax credit will be based on the lessor of 48 cents per kWh saved or 25% of 

the cost of the unit. The Oregon Office of Energy estimates that the actual credit 

amount will be around $200 initially, depending on the unit purchased. This 

credit would be on top of any available Wash Wise rebate (unless program 

restrictions are developed). The tax credit is scheduled to decrease in 

subsequent years to about 40 cents per kWh saved. 

The presence of this tax credit may have a significant impact in the marketplace, 

and Wash Wise should consider potential budget implications in Oregon. 

WashWise Program and Market Progress Report 

January 28, 1998 

Page 33 
t. 

PROGRAM, PRODUCT AND MARKET. ISSUES 

Detergents 

Special high efficiency detergents have been developed for use in RECWs by 

several major soap manufacturers. PEA asked the clothes washer manufacturers 

their position regarding the use of special detergents. Only Arnana and Creda 

indicated that special detergents were required or highly recommended. 

Frigidaire and Maytag admitted that while they did suggest consumers use the 

high efficiency detergents to enhance the performance of RECWs, special 

detergents were not required. These manufacturers indicated that their 

machines would work with normal detergents and that consumers would likely 

be satisfied with standard detergent if used "in moderation." 

Most of the manufacturers include samples of the high efficiency detergents with 

their products. One manufacturer mentioned that they went to great lengths to 

research the use of various laundry products in their machine. As a result, they 

now indicate on the machine and in their handbook, which products to use, the 

measured amounts to use, and which products to stay away from. 

PE:\ also asked manufacturers what interaction they have had with detergent 

manufacturers to ensure adequate and reasonable priced detergents. Most of the 

clothes washer mahufacturers indicated that they have been working with 

Proctor & Gamble (Tide) and Lever Brothers (Wisk), for several years (even 

before their clothes washer products came out). Frigidaire noted that Tide-HE is 

now available from Walmart, and that Wisk for front-loading machines which 

has only been available through mail order, will be on store shelves soon with a 

substanttal pnce reduction to make the price similar to regular detergents.3 

Maytag, noted that negotiations for shelf space for the Tide-HE product had 

taken longer than both companies expected. Maytag, while closely allied with 

Tide-HE on the Berne, Kansas project, indicated that Tide-HE was still not on 

the shelves in Berne yet. 

PEA believes that the above developments with respect to detergent (with the 

exception of the Berne example) are an indicator of market progress. 

Frigidaire md1cated that their research suggests that the cost of using regular detergent in a regular 

washer was about 27 cents per load, and that with this price reduction and the need for less 

detergent. the cost per load of the high efficiency product would decrease from about 70 cents 

(current) to approximately 27 cents. PEA notes that using regular detergent in many RECW is 

acceptable and would result in a detergent cost savings if used "in moderation." 

WashWise Program and Market Progress Report 

January 28. 1998 

Page 34 
9. CONCLUSIONS AND RECOMMENDATIONS 

Key Findings of the Wash Wise Market Progress Report 

1. The Wash Wise program has been a remarkably successful market 

introduction of RECWs in the Northwest. Market share and sales have 

risen every month, and the most.current monthly data indicates a market 

share of 12.5%, well above projections. Most retailers are involved in the 

WashWise program. 

2. Manufacturers that build RECWs are enthusiastic about the future of 

the technology, while uncommitted manufacturers are more skeptical. 

RECW sales are strong nationally and a wider variety of RECWs will be 

available soon from several manufacturers. However, Whirlpool, the largest 

manufacturer of clothes washers, remains uncommitted. 

3. Retailers and purchasers like the RECWs. About 9 out of 10 retailers 

believe that the RECWs clean clothes better and that they are worth the 

money. for purchasers. every major feature of RECWs was rated 

satisfactory hy at least 95% ofrespondents. About 9 out of I 0 purchasers 

would recommend the RECW to others. Word-of-mouth marketing should 

be expected to be strong, and retailers are very interested in supporting the 

products. 

4. Most retailers believe that RECWs will dominate the market. Retailers 

believe that they can sell about one-third of their customers a RECW sat an 

incremental cost of $200, and half of all customers would buy a RECW at an 

incremental cost of $100. If marketplace competition can be increased, 

incremental costs should drop from today's costs, and sales should increase. 

5. Most consumers are unaware of the Wash Wise program prior to 

entering a retailer establishment to shop for clothes washers. Even 

though sales have exceeded projections, consumer awareness of the benefits 

of RECWs and the supportive rebate offered by the Wash Wise campaign is 

a weak point. Retailers provide different levels of information to aware 

customers. Despite their support of the program, the retailer's job is sales, 

not educat10n. 

6. The program contractor bas done an excellent job at managing a 

rapidly expanding project. Appropriate mid-course corrections were made 

to adjust to a higher than expected number of retailers participating in the 

program and the strong sales of RECWs. Marketing efforts were successful 

in recnntmg the participation of major national retail chains. PECI also 

supported the marketing efforts of utilities that requested assistanc.e. 

WashWise Program and Market Progress Report 

January 28, 1998 

Page 35 
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CONCLUSIONS AND RECOMMENDATIONS-~· 

Implications for Program Planning 

The Wash Wise program, combined with the support of_ two major U.S. appliance 

manufacturers, has produced an outstanding success in the short-term. The issue 

now is how best to translate this short-term success into a strategy that meets the 

long-term goals of market transformation. While this market progress report 

does not provide all of the information needed for that strategy, it does inform 

several key elements of that strategy. 

1. All U.S. manufacturers need to develop a viable product for the RECW 

market. The maJor manufacturers that do not currently manufacture a 

RECW, i.e. GE and Whirlpool who currently have a 70% combine market 

share for the clothes washer market, do not expect RECWs to be a major 

market, nor do they expect utilities to exert much influence on this market. 

The market in the Northwest, albeit su_bsidized at this time, indicates that 

they are prob;ibly mistaken. Competition is critical to reducing incremental 

costs, which is a key to market transformation. 

To support improved price competition, the Northwest Energy Efficiency 

Alliance (the "Alliance) should: 

.. Publish a brief report on the success of the Northwest market for 

manufacturers, and meet with their representatives to discuss key 

findings. This meeting could include CEE to indicate where similar 

capabilities could be developed around the country. Hopefully the 

Wash Wise program can sustain a I 0% plus markef share throughout the 

last quarter of the year, which should be impressive to manufacturers. 

.. Work with CEE, Energy Star and others to better document the 

national market share, or even of the RECW market share for some 

manufacturers. This is important both to working with manufacturers 

and to the Federal Appliance Standards process. The AHAM numbers 

will not be available in the future, and tend to be quite late anyw_ay. 

Two options to develop better data are working with CEE on a national 

process, and working with DOE/EPA through the Energy Star process. 

.. Support and expand the Wash Wise program for 1998. Critical 

decisions about products and their price points, and the Federal 

Standards will be made in 1998. Wash Wise is the leading indicator in 

·the country of the market potential of RECWs. 

2. The Wash Wise program should emphasize marketing, consumer 

awareness/ education, and identification with utilities to a greater extent 

than it does now. Most clothes washer shoppers are unaware of the benefits 

of RECWs, even after visiting a retailer. While some might believe that the 

Wash Wise Program and Market Progress Report 

January 28. 1998 · 

Page 36 
CONCLUSIONS AND RECOMMENDATIONS .............................................................................. 

retailers should simply step up their marketing ofRECWs. the reality is that 

their job is to sell clothes washers, and any clothes washer will do. Retailers 

will not risk a sale for purposes of educating a customer. If a customer 

simply asks about tumble action washers, the nature of the sales presentation 

and the information provided to that customer will change. 

Steps that the Alliance could have Wash Wise take include: 

.. More specific inclusion of utilities in the marketing campaign. 

Utilities are a very credible source of information to appliance shoppers. 

Wash Wise needs to exploit these connections to connect with customers. 

.. In the marketing process, continue to emphasize the multiple 

benefits of RECWs, not just the rebate. Consumers are buying 

RECW s for multiple reasons. 

.. Regularly update the marketing campaign: Marketing needs to stay 

fresh so that consumer and retailer interest stays high. This is especially 

true for pomt-of-sale materials. 

.. Increase the marketing budget so that the awareness efforts can 

reach a higher percentage of possible purchasers. Even if customers 

are not fully aware of all of the benefits ofRECWs, retailers will 

provide mformat1on to answer customer inquiries. Customer inquiries 

about RECWs will also keep retailers enthused about the program. 

3. Even while managing program costs, marketing should be emphasized 

and the marketing budget increased. Retailers believe that they can sell 

RECWs, even at close to current incremental costs. Rebates are still 

critically important both to reducing the incremental cost and as a signal that 

RECW s are supported by utilities. However: 

.. Price points are more important than rebate amounts to consumers. 

The major manufacturers have suggested retail prices of $799 and $999. 

The Alliance should keep the desired price point in mind more so than 

the rebate amount. Given the price softening seen and expected, the 

rebate amount may be able to be strategically managed over time. 

.. The retailer incentives should be continued. While the "spiffs" are 

not bemg used as the Wash Wise program may have intended, the three 

pnmary uses of the spiffs, which are advertising, sales incentives, and 

covenng administrative costs, are all important uses that help to keep 

retailers involved and supportive. 

.. Marketing costs behave more like fixed costs, rebates will always be 

a variable cost. Sales of RECW s are likely to continue at an aggressive 

WashWise Program and Market Progress Report 

January 28, 1998 

Page 37 
CONCLUSIONS AND RECOMMENDATIONS 

pace (assuming increased marketing and a significant rebate). Sales 

could be in the 15% to 20% range for most of 1998, and the Alliance 

will need to manage the program budget while providing aggressive 

support for the RECW technology. Marketing costs can be more readily 

managed. 

4. Wash Wise needs to hold the line on Energy J.'actor. Some manufacturers 

are considering halfway measures, and a possible negotiated Federal 

Appliance Standard is being discussed. These events are more likely to 

delay market transformation than support it. While the dynamics and 

realities of the market and the standard setting process will change over 

time, consumers have shown a clear interest in very efficient RECWs. The 

early success of Wash Wise, and retailer and purchaser support, clearly adds 

credibility to arguments that the Alliance can provide to the national debate 

about standards. 

Wash Wise Program and Market Progress Report 

January 28. 1998 

Page 38 

-------

t 
References 

High Efficiency Clothes Washer Initiative Program Description (and 

Appendices),Consortium for Energy Efficiency, 1996. 

Personal commumcationsiinterviews with representatives of Frigidaire. Maytag, 

Arnana. GE. Whirlpool, and Staber appliance manufacturers. and ASKO, Creda 

and Miele U.S. distributers. 

Personal communications/interviews with Christine Egan, Consortium for 

Energy Efficiency, regarding market characteristics and manufacturer's plans 

and pricing. 

Washing Machines. Consumer Reports. July 1997 

Buyer's Guide: Washing Machines. Today's Homeowner, September 1997. 

Residential Appliances Technology Atlas. J. Gregerson et al, E- Source, 1994. 

Spinning Toward High Efficiency Clothes Washers: Progress and Directions of 

a National .\furkt:t Transformation Initiative. A. deLaski and T. Pope. ACEEE 

Summer Study. 1996. 

Appliance and Equipment Efficiency Standards, S Nadel and D. Goldstein. 

ACEEE Summer Study, 1996. 

Horizontal-Axis Washing Machines, J. Kesselring and R. Gillman. EPRI Journal, 

JanuarytFebruary 1997. 

Detergent and laundry Additives in High-Efficiency Washers, The Soap and 

Detergent Association, 1996. 

lliELMA - The High Efficiency Laundry Metering and Market AnaZvsis, 

various volumes. EPRI Retail Market Services, 1995 and 1996. 

Consumer Attitudes Toward Energy Efficient Appliances. Brown and Whiting, 

1996. 

Sales Leads and Mailing Lists, American Business Information, January, 1997. 

WashWise Program and Market Progress Report 

January 28, 1998 

Page 39 

";."~·_., ..... 
Wash Wise Program and Market Progress Report 

January 28. 1998 

' - :i•. 

Page 40 
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APPENDICES 

PURCHASER SURVEY INSTRUMENT 

INTERCEPT SURVEY INSTRUMENT 

DEALER SURVEY INSTRUMENT 
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APPENDIX 

PURCHASER SURVEY INSTRUMENT 
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'WashWise I Purchaser Survey August 1997 

Hello, this is ___ of Gilmore Research Group. May I speak with. 

<resp >? 

REINTRODUCE IF NEEDED: We are talking with people about their experiences with 

"front loading" washing. machines. According to our records, you or someone in 

y-our household recently purchased one of these machines and received a rebate 

of $130 or more. Is this correct? IF RESPONDENT SEEMS CONFUSED ABOUT REBATE, 

SAY: I am referring to the $130 "instant rebate" or discount that you received 

when you purchased the front loading washing machine at the store. 

IF NO/DK/REF, ASK TO SPEAK TO SOMEONE IN THE HOUSEHOLD WHO KNOWS. IF NOT 

AVAILABLE, ARRANGE CALL-BACK. 

We'd like to learn a little bit about why people buy front loading washing 

m<tchines and how the machines have been performing. The questions will only 

take a few minutes. Are you the best person to speak with about this? 

IE' NO, ASK TO SPEAK TO THAT PERSON. IF NOT AVAILABLE, ARRANGE CALL-BACK 

51 

52 

35 

36 

Yes. original respondent 

Different respondent (RECORD NAME) 

No one in household received rebated 

Don't know/Refused - Rebate 

PRESS CODE @int02 

PRESS Fl TO SCROLL AND SELECT OTHER CODES 

Q] 

First, please tell me "why" you decided to start looking for a new washing machine? 

RECORD COi\i\MENTS .............................................................................. 0 I 

Don't know/Not sure ................................................................................... 98 

Refused ........................................... · ........................................................... 99 

Q4 

When vou first started looking for a new machine. were you aware that "front" loading 

washing machines could be purchased for home use? 

Yes .............................................................................................................. 1 

No ............................................................................................................... 2 

That's what I had before ................................................... : .............................. 3 

Don't know/Refused ...................................................................................... 4 

Q5 

So when you went out to shop tor a washing machine, had you "already decided" to buy a 

front loading washing machine rather than a more conventional top loading machine, or did 

you need to look around before making your decision? 

Already decided .... : . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . I 

Needed to look around ................................................................................... 2 

Don't know/Refused .. . . . .. .. .. . . . . . . . . . . . . . . .. . . .. .. . . . . . .. . . . .. ... .. . . ... .... ... . .. . .... .. .. .. ... .. .. ... 3 

The Gilmore Research Group 

skip to Q6 

skip to Q6 
WashWise I Purchaser Survey August 1997 

Q6A 

Now, please think about the store employee who spent the most time helping you as you 

were shopping for your front loading washing machine, and answer "yes" or "no" to each of 

the following questions. Did the employee ... 

Explain the machine's "features" to you? 

Yes ............................................................................................................. . 

No ............................................................................................................... 2 

Don't know .... ~............................. .. . . ... . . . . .. .. . . .. . . . . . . .... .....•... .......•. .....•...... .. ... . 3 

Refused ........................................................................................................ 4 

Q6B 

(Did the employee ... ) Explain the machine's "benefits" over conventional top-loading 

machines? 

Yes .............................................................................................................. I 

~o ...................................................................................... ~ ........................ 2 

Don't know . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . ...... .. .. . .... .. . . . . .. ... ...... .. . . . . .... ............. .. .. . . ... . .. . 3 

Refused ........................................................................................................ 4 

Q6C 

(Did the employee ... / Recommend the front loading machine over the a top-loading 

machine? 

't'es .............................................................................................................. I 

'lo ....................................................................... : ....................................... 2 

Don't know ................................................................................................... 3 

Refused ........................................................................................................ 4 

Q6D 

(Did the employee ... ) 

Provide you with written materials on front loading machines? 

Yes ............................................................................................................. . 

No ............................................................................................................... 2 

Don't know ................................................................................................... 3 

Refused ........................................................................................................ 4 

Q6E 

Explain the rebate program to get the $130 reduction? 

Yes ............................................................................................................. . 

:'\o ........ '. .............................................................................. , ....................... 2 

Don't know ................................................................................................... 3 

Refused ...................................................................................... : ................ 4 

The Gilmore Research Group 

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Wash Wise I Purchaser Survey August 1997 

Q6F 

Offer assistance in completing the rebate form? 

Yes ........................................................................... , ................ .' ................ . 

No ............................................................................................................... 2 

Don't know . . .. ........... .... ... .. . . .. . . . . . . . . . . . . . . . . . . . . . . . . . ..... ... .. ... . .. .•..•.. ..... ..• . .. . . . .. .. . . . . . 3 

Refused ........................................................................................................ 4 

Q7 

Oterall, how satisfied were you with the help you received from the store employee? Would 

you say you were. . . 

Very satisfied ........... .................. ... . . . . . .. . . ..... .. .. . ........ ................ ..................... I 

Somewhat satisfied : ....................................................................................... 2 

Somewhat dissatisfied ...................... :., ........................................................... 3 

Or very dissatisfied .. : ..................................................................................... 4 

-----........................................................................................ . 

Don't know/Refused ...................................................................................... 5 

Q7A 

Why do you say that? 

RECORD COMME.l\'TS .............................................................................. 01 

Don't know/Not sure ................................................................................... 9B 

Refused ...................................................................................................... 99 

Q8 

Next I'm going to ask some questions about how satisfied you are with the machine. For each 

. of the following attributes, please tell me whether you are "very satisfied," "somewhat 

. satisfied," "somewhat dissatisfied", or "very dissatisfied," or whether it's "too soon to tell." 

The amount of the rebate you received when you purchased the machine? 

Very satisfied ..................................................... : ......................................... ~ 

Somewhat satisfied ...................................................................... .' ................. 2 

Somewhat dissatisfied . .. .. .. .. . .... .. . . . . . . . . . . . . . . . . . . . . .. .. .. .. .... . .. .... .. ..... .. • .. . .... .. .. .. .. .... 3 

Very dissatisfied ... : ........................................................................................ 4 

Or it's loo soon to tell .................................................................................... 5 

Don't- know ................................................................................................... 6 

Refused ........................................................................................................ 7 

The Gilmore Research Group 

3 

skip to QB 

skip to QB 
Wash Wise I Purchaser Survey August 1997 4 

QSB 

(Next I'm going to ask some questions about how satisfied you are with the machine.) 

Sa\ings on operating costs? · 

Very satisfied ................................................................................................ I 

Somewhat satisfied . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .. . . .. . . . .. . .. . . . .. . .. . .. .. . . . . . . . . . . .. . .. . . . .. . .. . . . .. . . . . 2 

Somewhat dissatisfied ................................................................................. .,.. 3 

Very dissatisfied ............................................................................................ 4 

Or it's too soon to tell .................................................................................... 5 

Don't know . . . . . . .. .. . . .. .. . . . . . . . . . . . . . . .. . . . .. . . .. . .. . .. .. .. .. . . .. . . . . . . . . .. . .. . . . .. . . . . . . . .. . .. . . . . . . .. . . . . 6 

Refused ........................................................................................................ 7 

QBC 

Sa\ings on energy :ind w:itcr? 

Very satisfied ............................................................ ; .................................. . 

Somewhat s:irisfied ........................................................................................ 2 

Somewhat dissatisfied .................................................................................... 3 

Very dissatisfied ............................................................................................ 4 

Or it's too soon to tell .................................................................................... 5 

------------ .................................................................................... 

Don't know ................................................................................................... 6 

Refused ........................................................................................................ 7 

QBD 

Sa\ings on detergent'? 

Verv satisfied ........................................................ ,. ..................................... . 

Somewhat satisfied ........................................................................................ 2 

Somewhat dissatisfied . . . . . . . . . . . . . . . . . . . .. . . .. . . . . . . . . . .. .. .. ..... .. ..... .... ..................... ....... 3 

Very dissatisfied ............................................................................................ 4 

Or it's too soon to tell .................................................................................... 5 

Don't know ................................................................................................... 6 

Refused ........................................................................................................ 7 

QBE 

How gentle the machine is on clothes? 

Very satisfied ............................................................................................... . 

Somewhat satisfied ........................................................................................ 2 

Somewhat dissatisfied . . . . . . .. . .. . . . . . . .. . . .. . . ... . . . . .. . . . . .. . . .. .. . .. . . . . . .. . . . . . . . ... . . . . . . .. . . . . .. .. .. 3 

Very dissatisfied ............................................................................................. 4 

Or it's too soon to tell . . . . .. . . . . . . . . . . . .. . . . ........................................... ................... 5 

Don't know ................................................................................................... 6 

Refused . . . .. . . . . . . . . . . .. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .. . . .. . . . . .. . .. . .. . . . .. . .. . .. . .. ......... .. . . . 7 

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Wash Wise I Purchaser Survey August 1997 

QBF 

How well it cleans the clothes? 

Very satisfied ............................................................................................... . 

Somewhat satisfied .. . . .. .. .. . .. . . . . . . . . . . . . . . . . . . . . . . . .. . .. .. . .. .. .. . . .... .. . ... . . .. . .. .. .. .. .... .... ..... 2 

Somewhat dissatisfied ... .. . .. . . . . . . . . . . . . .. . . . . .. . . .. . . .. . . ........ ...................................... 3 

Very dissatisfied ............................................................................................ 4 

Or it's too soon to tell .................................................................................... 5 

--------................................................................................... . Don't know ..................................................................................... : .. : .......... 6 

Refused ................... : ......................................................................... ~ .......... 7 

QSG 

The noise level when the rn:1chine is operating? 

Very s:1tisfied ....................... .' ...................................................................... .. 

Somewhat satisfied ........................................................................................ 2 

Somewhat dissatisfied .................................................................................... 3 

Very dissatisfied ............................................................................................ 4 

Or it's too soon to tell .................................................................................... 5 

-·--------- .................................................................................... 

Don't know ........................................................ : .......................................... 6 

R'ef used .............. : . .. .. .. .. .. . .. .. . . .. . . . . . . . . . . . .. . .. . . . .. . . . .. .. .. .. .. .. .. . . .. . .. .. .. .. . . .. . . .. . .. .. .. . .. 7 

QSH 

Its ability to wash bulky and delicate items? 

Very satisfied .......................................... : .................................................... . 

Somewhat satisfied .. . .. .. .. .. .. .. . . .. .. . . . .. .. . .. . . . . .. . . . .. . .. .. . .. .. . .. .. ... .. .. .. .. ... .. . ... .. .. .. .. ... 2 

Somewhat dissatisfied .. . .. . .. . .. .. . . .. .. . . . .. .. .. .. . .. .. .. . .. .. . .. .... .. .. .. . .. .. .. ... .. .. .. ... .. .. ...... 3 

Very dissatisfied ............................................................................................ 4 

Or it's too soon to tell .................................................................................... 5 

Don't know ................................................................................................... 6 

Refused ........................................................................................................ 7 

Q81 

The machine's maximum load capacity? 

Very satisfied ............... : ............................................................................... . 

Somewhat satisfied ................................................................ : ....................... 2 

Somewhat dissatisfied .................................................................................... 3 

Very dissatisfied ......................... : .................................................................. 4 

Or it's too soon to tell .................................................................................... 5 

Do11't know . . . . . .. . .. . .. . .. . .. .. .. . .. .. . . .. . . . .. .. .. . . .. . .. . .. . . .. . .. .. . .. . .. .... •. . . .. ....... ......... ...... . 6 

Refused ........................................................................................................ 7 

The Gilmore Research Group 

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Wash Wise I Purchaser Survey August 1997 

Q8J 

The amount of time it takes lo wash a normal load? 

Very satisfied .............................................................................................•.. 

Somewhat satisfied ........................•............................................................••• 2 

Somewhat dissatisfied .................................................................................... 3 

Very dissatisfied ............................................................................................ 4 

Or it's too soon to tell ....................•.............••.....................•.•................•....... 5 · 

--................................................................................... . Don't know .....................................•...........................•.... : .......•..........•..•.•.••• 6 

Refused ..................................... : .................................................................. 7 

Q8K · The physical size of the machine? 

Very satisfied ............................................................................................... . 

Somewhat s.:.itisfieli .................................................... ; ................................... 2 

Somewhat dissatisfied .................................................................................... 3 

Very dissatisfied ............................................................................................ 4 

Or it's too soon to tell ........... ~ ......................................... ; .............................. · 5 

----------------- ................................................................................... . 

Don't know .................................................................................................. '. 6 

Refused ............. : . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 7 

Q8L 

The machine's controls 

Very satisfied ............................................................................................... . 

Somewhat satisfied ........................................................................................ 2 

Somewhat dissatisfied .................................................................................... 3 

Very dissatisfied ............................................................................................ 4 

Or it's too soon to tell .................................................................................... 5 

--------................................................................................... . 

Don't know . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .. . . . . . . . . . . . . .. . . . . . . .... . . . .. ... . . . . . . . . . .. . . . . .. . . . . . . . .. .. . . . 6 

Refused ........................................................................................................ 7 

QBM 

The machine's overall performance? 

Very satisfied .................................................... ; .......................................... . 

Somewhat satisfied . . . . . .. . . . . . .. . . .. . . . . . . .. . .. ... . . . . . .. .. . .. . . ... . . . . . ... ... ........ ...... ... . .. .. ...... 2 

Somewhat dissatisfied .................................................................................... 3 

Very dissatisfied ............................................................................................. 4 

Or it's too soon to tell .................................................................................... 5 · 

Don't know ................................................ .-.................................................. 6 

Refused ........................................................................................................ 7 

The Gilmore Research Group 

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Wash Wise I Purchaser Survey August 1997 

Q9 

Does it bother you that you have to bend over to load and unload the machine, rather than 

load.ing from the top as is done with a conventional top loading machine? 

Yes .............................................................................................................. I 

No .................................................... : ..................... : .................................... 2 

Don't' know/Refused ...................................................................................... 3 

Q9A 

Does it bother you .. . 

A lot or ..................... ; ................................................................................. .. 

A little .: ........................................................................................................ 2 

----........................................................................................................... . Don't know/Refused . . . . .. . .. . . .. . .. . . . .. . . . . . . . . . . . . . . . . . . . . . . . . . . . . .. .. .. . ... .. .. . . .. .. .. .. .. . . . .. .. . .. . 3 

QIO 

What was the "main" reason you decided to rurch:ise a front-loading machine rather than a 

conventional top-loading machine? PROBE FOR PRIMARY REASON. IF MULTIPLE 

REASONS PROVIDED. CLARIFY FOR 1"0ST l.\\PORTANT. 

RECORD COMi\\ENTS ............................................................. : ................ O I 

Don't l<now/Not sure ................................................................ : .................. 98 

Refused ...................................................................................................... 99 

Qll 

Had you heard about the $130 rebate "before" you went into the stores looking for a 

washin1; machine? · 

Yes ........................................................................................................... : .• I 

No ...................................................... , ........................................................ 2 

Don't lc1ow/Refused ...................................................................................... : 3 

Ql2 

Would you have purchased a front loading washing machine rather than a top loading 

machine if the rebate was not offered? 

Yes/Probably so ........... :................................................................................ I 

No/Probably not .. . .. . . . ... ...... .. .. . . . . .. . .. . . . . . . . . . . . .. . . .. . . .. . .. . .. . .. .... .. . . . .. .. . . . . . .. . . . . .. . . . .. 2 

Not sure:/lt depends/Don't know .. . .. .. .. .. .. .. .. . .. . .. .. .. .. .. .. . ... .. . . .. ..... .. . . .. . . . . . . . . . . .. .. . 3 

Refused ........................................................................................................ 4 

QJ2A 

Why do you say that? 

RECORD COMi\\ENTS .............................................................................. 0 I 

Don't know/Not sure . . ............... ... . . . . . .. . . . .. .. ............... .................................. 98 

Refused ...................................................................................................... 99 

The Gilmore Research Group 

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Wash Wise I Purchaser Survey August 1997 

Ql3 

Considering the machine's features and its performance to date, would you say your front 

loading washing machine was worth the price? 

Yes/Probably so ............................................................................................ I 

No/Probably not ...................................................................... : .................... 2 

Too soon to telVDon't know ........................................................................... 3 

Refused ........................................................... .' ............................................ 4 

Ql4 

Would you recommend a front loading washing machine to friends or family? 

Yes ............................................................................................................. . 

No ............................................................................................................... 2 

Depends ....................................................................................................... 3 

Don't know/Refused ...................................................................................... 4 

Ql4A 

Why do vou s:iv tll:it·) 

RECORD CO.\l\\E\TS .............................................................................. 01 

Don't know/Not sure . . . . . . .. .. . .. . .. . .. .. .. .. .. .. .. .. .. .. .. . .. . .. ...... . ...... . .. .. .. .. .. . .... .. .. .. 98 

Refused ..................................................................................................... 99 

Ql5 

Now when you got the m:ichine home, were there any problems installing or hooking it up? 

Yes .............................................................................................................. I 

No ............................................................................................................... 2 

Don't know/Refused ...................................................................................... 3 

Ql5A 

What problems occurred during installation? 

RECORD COMi\\E\ 'TS . . . . . .. .. . .. .. .. ... . .. ... .. . . . . . . . . ....... ..... .................. ... . .. . ... . .. 0 I 

Don't know/Not sure . . . . . . . . . . .. . ...... ........... .... . . . ... . ................... ............. .......... 98 

Refused ...................................................................................................... 99 

QJ6 

Did you have any prohlems learning how to operate the machine? 

Yes ............................................................................................................. . 

No ............................................................................................................... 2 

Don't know;RefuseJ . . . . . . . .. . . . . . . . . . . .. . ....... ......... ............... ............. ......... ... .. . ... .. 3 

The Gilmore Research Group 

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Wash Wise I Purchaser Survey August 1997 

QI 13A 

What problems did you have? 

RECORD COMMENTS .............................................................................. O I 

Don't know/Not sure . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .. . . . . ... . . .. ... . .. .. . . . . . . . . . . 98 

Refused ...................................................................................•....... · ........... 99 

QI? 

Finally, I have a couple of questions that will be used to compare answers given by people 

with different backgrounds. How many weeks ago did you buy your washing machine? 

One week ..................................................................................................... I 

Two weeks ................................................................................................... 2 

Three weeks ................................................................................................. 3 

Four weeks ................................................................................................... 4 

Five we.eks .................................................................................................... 5 

Six weeks ..................................................................................................... 6 

.\\ore th:in six weeks ...................... ...... . ...................................................... 7 

Don't know; Refused ...................................................................................... 8 

Ql8 

\\'oul.J vou Jescrihe vour communitv as urnJn. suourh:in, small town or village, or farm or 

rural? 

L'rban .. . .. .. .. .. ............................. ..... .. .. .. .. .. .. ......... .............................. .......... I 

Suburban ...................................................................................................... 2 

Town1Village ................................................................................................ 3 

Farm/Rural ................................................................................................... 4 

Don't know/Refused ...................................................................................... 5 

9 

============================================================================= 

Ql9 

Is your annual household income from all sources .. . 

Under $20,000 ............................................................................................ I 

$20.000 up to $40,000 ................................................................................ 2 

$40.000 up to $75,000 ................................................................................ 3 

$75.000 up to $100,000, or ......................................................................... 4 

$100.~00 or more ........................................................................................ 5 

·-----................................................................................... . 

Don't know/Refused ...................................................................................... 6 

The Gilmore Research Group 
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, Wash Wise I Purchaser Survey August t 997 10 

Q20 

Including yourself, how many people live in your household.· Please include children. 

One .............................................................................................................. I 

Two ............................................................... : ............................................. 2 

Three ........................................................................................................... 3 

Four ........ : .................................................................................................... 4 

Five ................................. : ............................................................................ 5 

Six .............................................................................. : ..... ~ .......................... 6 

More than six ................................................................................................ 7 

Refused ........................................................................................................ 8 

Q218 

What is your age? 

18 to 24 years ............................................................................................. . 

25 to 34 ....................................................................................................... 2 

35 to 44 ....................................................................................................... 3 

45 to 54 ....................................................................................................... 4 

55 to 64 ................................................................................................ : ..... 5 

Or 65 or over ............ '. ................................................................................. 6 

Refused ........ -. .............................................................................................. 7 

Q22 

And what is the last year of school you completed? 

Less than a high school dirlorn:i .................................................................... . 

GED or high school diploma ....................................... : .................................. 2 

Some college or trade school including graduation from a community college ...... 3 

Graduate of 4-year college or universitv .. . . .. . . .. . .. ..... . . . .. . . .... . .. . .. .. ..... ... .. .. .. ... .. . .. . 4 

Post-graduate work (e.g., Masters, Ph.D.) ...................................................... 5 

Refused ........................................................................................................ 6 

RECORD GENDER 

Male ..... : ..................................................................................................... . 

Female ................................................ .-........................................................ 2 

That concludes my questions. Thank you for your time and cooperation. 

The Gilmore Research Group 

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APPENDIX 

INTERCEPT SURVEY INSTRUMENT 
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Gilmore Research Group 

503-236-4551 

C97167A 

Interviewer __ Store _________ _ 

Date __ ! __ 197 

WashWise Intercept Survey: 

Front-Load Shoppers 

[ RESPONDENT IS SHOPPING FOR A FRONT LOADER I 

Hello, my name is _ with Gilmore Research Group. We're conducting a study on 

washing machines and I noticed you were looking at washers today. May I ask you 

some questions? It will only take a few minutes. 

·1. First, can you tell me why you're shopping for a front loading washing machine 

instead of a top loader? [PROBE: Why else are you shopping for a front loader?] 

DO NOT READ OR SUGGEST -- CIRCLE ALL THAT APPLY 

· 01 ..... CLEANER CLOTHES 

02 ..... ENERGY SAVINGS 

03 ..... GENTLE ON CLOTHES 

04 ..... OWNED BEFORE 

05 ..... $130 REBATE 

06 ..... WATER SAVINGS 

07 ..... REFUSE 

1·3 

4-S 

6 

08 ..... OTHER I SPECIFY--------------------

I LJF $130 REBATE MENTIONED IN Q.1 SKIP TO Q.3; OTHERWISE, CONTINUE WITH Q.2 
2. [IF '$130 REBATE' NOT MENTIONED IN Q.1] Have you heard about the WashWise 

program, the one that gives a $130 rebate off qualifying front loading washers? 

1 ..... YES 

2 ...... NO ···-> SKIP TO Q.5 

3 ..... DK l REF ·-·> SKIP TO Q.5 

3. If the $130 rebate was not being offered would you still seriously consider purchasing 

a front load washing machine? 

1 ..... NO I PROBABLY NOT 

2 ..... DON'T KNOW I IT DEPENDS 

3 ..... YES I PROBABLY SO ·-··> SKIP TO Q.4 

4 ..... REF -·--> SKIP TO Q.4 

3a. Why not? 

4. Where did you hear about the rebate? PROBE: Did you hear about the rebate from 

anyplace else? 

DO NOT READ OR SUGGEST- CIRCLE ALL THAT APPLY. IF HEARD ABOUT 

IT "IN A STORE". CLARIFY WHETHER IT'S THIS STORE OR ANOTHER STORE 

-- CIRCLE BOTH IF APPROPRIATE. 

01 ..... THIS RETAILER 

02 ..... ANOTHER RETAILER 

03 ..... NEWSPAPER AD 

04 ..... RADIO AD 

05 ..... UTILITY COMPANY 

06 ..... HOME SHOW 

07 ..... FRIEND. RELATIVE, CO-WORKER 

08 .. ,. .. OTHER (SPECIFY 

09 ..... DK I REF 
., 

.) 

5. Has a salesperson from this store talked with you today about front loading 

machines? 

1 ..... YES 

2 ..... NO--> SKIP TO Q.7 

3 ..... HAVEN'T TALKED WITH SALESPERSON YET ·····> SKIP TO Q. 7 

4 ..... DK I REF ---> SKIP TO Q. 7 

6. Did the salesperson.... [READ EACH ITEM AND CIRCLE NUMBER)] 

YES NO DK/REF 

Explain the features of front loading machines? 1 2 3 

Talk about the benefits of front load washers? l 2 3 

Recommend a front load washer over a top load washer? 1 2 3 

Provide you with written materials on front load washers? I 2 3 

7. While you were looking at washers today did you see any promotional materials for 

front_load washers. such as.... [READ 1-3. CIRCLE ALL THAT APPLY] 

1 ...... a brochure called 'Discover a New Way of Washing', or 

2 ..... a video about front load washing machines, or 

3 ..... anything else? [OTHER I SPECIFY] 

4 ..... DON'T KNOW I REF --->SKIP.TO Q.8 

· 5 ..... HAVEN'T LOOKED YET --> SKIP TO Q.8 

6 ..... DIDN'T SEE ANY MATERIALS -··->SKIP TO Q.8 

7a. And how helpful was the [READ EACH ITEM CIRCLED IN Q.7]? Would you say it 

was very helpful, somewhat helpful, or not at all helpful? 

Very Helpful Somewhat Helpful Not DK/REF 

Helpful 

Brochure I 2 3 4 

Video I 2 3 4 

OTHER l 2 3 4 

OTHER I 2 3 4 
--------- ••I 

8. Finally, can you tell me your price range for a washing machine? Please don't 

·include the dryer. [INTERVIEWER, CIRCLE RANGE THAT INCLUDES HIGH END OF 

RESPONDENT RANGE] 

1. .... LESS THAN $349 

2..... $350 - $449 

3 .... ~ $450 - $549 

4 .... : $550 - $649 

5..... $650 - $7 49 

6..... $750 - $849 

7..... $850 - $949 

8... .. $950 - $999 

9 ..... $1000 OR MORE 

0 ..... DK/REF 

9. And in case my supervisor wants to verify this interview, can I have a telephone 

number where you can be reached? 

[INTERVIEWER, INCLUDE AREA CODE]. L __ ) ___ -___ _ 

[THANK AND CONCLUDE] 

MALE 1 FEMALE 2 

4 . 
Gilmore Research Group 

503-2:36-4551 

C97167 

Interviewer --

Date __ ! __ 197 

WashWise Intercept Survey: 

Top-Load I Comparison Shoppers. 

I RESPONDENT IS SHOPPING FOR A TOP LOADER 

1-3 

4-5 

6 

1. Hello, my name is_ with Gilmore Research Group. We're conducting a study on 

washing machines and I noticed you were looking at washers today. May I ask you 

some questions? It will only take a few minutes. 

1 ..... YES 

2 ..... NO I WASN'T LOOKING AT WASHERS [THANK AND TERMINATE] 

· 2. Are you shopping for a front-loading or a top-loading washing machine? 

[IF NEEDED: Front loading machines are also called 'tumble action'. The clothes 

are loaded from the front like a dryer. instead of from the top] 

1 ..... TOP LOADER 

2 ..... BOTH I COMPARISON SHOPPING I DON'T KNOW 

3 ..... FRONT --> SWITCH TO FRONT-LOAD QUESTIONNAIRE 

4 ..... NEITHER I JUST BROWSING---> THANK AND TERMINATE 

5 ..... REFUSAL--> THANK AND TERMINATE 

3. Have' you ever looked at front load washing machines, either today or on previous 

shopping trips? 

1 ..... NO I NOT REALLY 

2 ..... YES -> SKIP TO Q.4 IF Q.2 = TOP (1 ); OTHERWISE SKIP TO Q.5 

3 ..... DK I REF --> SKIP TO Q.4 IF Q.2 = TOP (1 )1; OTHERWISE SKIP TO Q.5 

3a. And why haven't you looked at any front loaders? 

CONTINUE TO Q.4 IF A TOP LOAD SHOPPER , Q.2 = 1; OTHERWISE SKIP TO 

Q.5 

I 
. i j ~·.·.r:_:. -.:~.-;_·.·.-· .· .. :-:_'-,'.""-·•'-.• ,_ ... •· :"_,.,,_.,,"": .·· ...... -:-' ",. ..... ; .. . ~. ·~·~:,, .... -:~/.~':.;.1~' .· .. ~. ··-· .. 

;~.:.:..;.~~";' .... 

TOP LOADER SHOPPER '·Q2=1 · 

4. Can you tell me why you're shopping for a top loader instead of a front-loader? 

[PROBE: Why else are you shopping for a top loader?] 

01 ..... FRONT LOADER TOO EXPENSIVE 

02 ..... DON'T KNOW ANYTHING ABOUT FRONT LOADERS 

03 ..... DK I REF 

04 ..... OTHER (SPECIFY): 

I SKIP TO Q.8 AFTER RECORDING ANSWER TO Q.4 

I COMPARISON SHOPPER Q2=2 

5. What kinds of things are you thinking about as you're debating whether to buy a top 

loader or a from loader? [IF NEEDED: What's important to you in a washing machine?] 

[PROBE: What else is influencing your decision? 

09: .... DK I REF 

6. Based on what you've seen or heard as you've been shopping around for a washing 

machine, do you think front load washers are superior to top load washers? 

[IF NEEDED: Do you think front loaders are the better product -- do they offer 

consumers more preferable features and benefits?] 

1 ..... YES 

2 ..... NO 

3 ..... DEPENDS 

4 ..... DK I REF----> SKIP TO Q.7 
6a. why do you say that? [PROBE: Why else?] 

7. And when you're ready to buy a washing machine, how likely is it that you will buy a 

top loader rather than a front-loading washer? Would you say it is ... 

1 ..... Very likely 

2 ..... Somewhat likely, or 

3 ..... Not at all likely? 

4 ..... DON'T KNOW I NOT SURE 

5 ..... REF 

8. What have you heard about the benefits of owning a front loading machine? 

[l'F NEEDED: By benefits. I mean what the washers offer to consumers] 

DO NOT READ OR SUGGEST -- CIRCLE ALL THAT APPLY 

01 ..... CLEANER CLOTHES 

02 ..... ENERGY SAVINGS 

03..... GENTLE ON CLOTHES 

04... ... OWNED BEFORE 

05 ..... $130 REBATE 

06 ..... WATER SAVINGS 

07 ..... REFUSE 

. -.· .. 

08 ..... OTHER I SPECIFY--------------------

9. Did a salesperson at this store talk with you about front loading machines? 

1 ..... YES 

2 ..... NO I NOT YET-----> SKIP TO Q.11 

3 ..... DK I REF ----> SKIP TO Q.11 . 

---- -- 
! i 

10. Did the salesperson.... [READ EACH ITEM AND CIRCLE NUMBE~)] 

YES NO DK/REF 

Explain the features of front loading machines? l 2 3 

Talk about the benefits of front load washers? I 2 3 

Recommend a front load washer over a top load washer? 1 2 3 

Provide you with written materials on front load washers? 1 2 3 

11. Have you heard about the WashWise program, the one that gives a $130 rebate off 

qualifying front loading washers? 

1 ..... YES 

2 ..... NO---> SKIP TO Q.12 

3 ..... DK/ .REF--> SKIP TO Q.12 

11 a. Where did you hear about it? [PROBE: Where else?] 

[INTERVIEWER: IF HEARD ABOUT IT "IN A STORE", CLARIFY WHETHER IT'S 

THIS STORE OR ANOTHER STORE -- CIRCLE BOTH IF APPROPRIATE] 

01 ..... THIS RETAILER 

02 .... : ANOTHER RETAILER 

03 ..... NEWSPAPER AD 

04 ..... RADIO AD 

05 ..... UTILITY COMPANY 

06 ..... HOME SHOW 

07 ..... FRIEND, RELATIVE, CO-WORKER 

08 ..... OTHER (SPECIFY ___________ ) 

09 ..... DK I REF 

12. While you were looking at washers today did you see any promotional materials for 

frontJoad washers. such as.... [CIRCLE ALL THAT APPLY]· 

1 ..... a brochure called 'Discover a New Way of Washing', or 

2 ..... a video about front load washing machines, or 

3 ..... anything else? [OTHER I SPECIFY] 

4 ..... DK I REF 

--~---------- ---------·-·- --
12a. And how helpful was the [READ EACH ITEM CIRCLED IN Q.12]? Would you say 

it was very helpful, s_omewhat helpful, or not at all helpful? 

[CHECK APPROPRIATE COLUMN FOR EACH ITEM FROM Q.12] 

Very Somewhat Not at All DK/ 

Helpful Helpful Helpful REF 

Brochure I 2 3 4 

Video I 2 3 4 

OTIIER I 2 3 4 

OTIIER I 2 3 4 

13. Finally, can you tell me your price range for a washing machine? Please don't 

include the dryer. (INTERVIEWER. CIRCLE RANGE THAT INCLUDES HIGH END OF 

RESPONDENT' RANGE] . 

1 ..... 

~, 

.:. ..... . 

".;• 

"""'····· 

4 ..... 

r:: • ""1 ••••• 

LESS THAN $349 

$350 - $449 

$450 - $549 

$550 - $649 

$650 - $749 

6..... $750 - $849 

7..... $850 - $949 

8 ..... $950 - $999 

9 ..... $1000 OR MORE 

0 ..... DK/REF 

14. And in case my supervisor wants to verify this interview, can I have a telephone 

numbHr where you can be reached? 

[INTEf~VIEWER, INCLUDE AREA CODE] 

L __ ) ___ -___ _ 

[THANK AND CONCLUDE] 

MALE 1 

FEMALE 2 
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APPENDIX 

DEALER SURVEY INSTRUMENT 
Wash Wise I Retailer Questionnaire 

TYPE 

Retailer type 

· I large chain ............................................................................................... .. 

2 small chain .. . .. .. .. .. .. .. .... .. .. ... .. .. .. . . . . . . . . . . .. . . .. . .. .. .. .. .. .. . .. .... .. .. .. .. . .. .... .. .. .. .. .. .. .. 2 

3 independent .. . .. ................... ... .. . . . . . . . . . .. .. . . .. .. . .. .... .. .. .. .. .. . .. ...... .. . .. .. .. .. .... .. .. .. 3 

STATE 

state frorn sample . 

Idaho .......................................................................................................... ID 

Mon1ana .................................................................................................... MT 

Oregon ...................................................................................................... OR 

Washington ............................................................................................... WA 

COMPANY: <Comp 

Hello, may I speak with <cont 

IF NOT AVAILABLE. CONTINUE 

This is of Gilmore Research Group in Portland, Oregon. I'm calling on 

behc:,lf ·of the WashWise Program that offers rebates to consumers who purchase 

tumtile-action washing machines from participating dealers. According to our 

records, your store is participating in the WashWise program. 

IF NO Name: I would like to speak with someone -- such as a floor manager or 

sale's person - - who sells washing machines or manages washing machine sales. 

I ha.ve some questions about your store's involvement in the program, and am 

particularly interested in your opinions about the program and the market for 

this technology. This will take about 10 minutes of your time. Are you 

available now? IF NO, ASK TO SPEAK TO SOMEONE ELSE WHO IS FAMILIAR WITH THE 

WASHWISE PROGRAM. IF NOT AVAILABLE OR NO ONE, ARRANGE CALL-BACK 

INT02 

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> 

>? 

Original respondent .. . . .. .. ..... .. .. . .. .. .. .. . . . . .. . . .. .. .. . .... . .... .. .. .. .. .... .. .. .. ...... .. .. .. .. .. . 5 I 

Different respondent ' .................................................................................... 52 

Don't have tumble action (front load) machines .............................................. 53 

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Are you just temporarily out of tumble action washers, or do you not carry them 

at all? 

IF TEMPORARILY OUT OF STOCK, ASK: Have you had any in stock since the WashWise 

program began in May? 

IF YES, SAY: I would like to include your opinions in this survey, is it okay 

to continue? 

IF NO, ASK: Is there anyone else I can speak to who is familiar with the 

program? 

The Gilmore Research Group 
!I: 

Wash Wise I Retailer Questionnaire 2 

INT04 

Are you just temporarily out of tμmble action washers. or do you not carry them at all? 

Temporarily out of stock . . . .. ...... ................................................................. .. 51 

Speak to other person .................................................... : ............................. 52 

Don't carry tumble action machines ............................................................... 36 

Have not had stock since May ....................................................................... 37 

Don't know/Refused ................................................................. .' .................. 38 

QI 

Are you involved in managing washing machine sales for your store, selling them. or both? 

i\'\.anages ... · ...................................... ~........................................................... 0 I 

Sells .......................................................................................... , .................. 02 

Both ........................................................................................ : ............ : ..... 03 

Other (SPECIFY:) ................................... : .................................................. 97 

Refused .......................................................................................... ~ ........... 98 

Q2 

Go to 1Nr02 

Terminate 

Terminate 

Terminate 

--·--··· -- ··-- ·-·- ,_ .. ______ __ ... ·----~·'"·-.·--·----~~-~ 

Re@_ 1-9§., .W TP .4 RESP.ONSI;S.~PR~§.E.NreRTPJ~.Q~~:,..:..,, -~:".::~L.~~~~ 

Now my first questions are !he WashWise training program. Did you receive training about 

the program from .... 

A Wash Wise representative. either in person or by phone ............................... 0 I 

Your store, regional. or corporate office· ........................................................ 02 

Through a group training ............................................................................. 03 

Or some other way (SPECIFY:) ................................................................... 96 

No training on program ................................................................................ 97 

Don'f know/Can't remember ......................................................................... 98 

Refused ...................................................................................................... 99 

Q3 . 

Did the training tell you ... 

Everything you needed to know about the procedures, ... ................................ ... I 

Most of what you need to know, or ................................................................. 2 

Not enough . . . . . . . . . . . . . . . . . . . . . . .. . . . .. .. . . .. . ... . ... . . . . .. . . .. . . .. .. . . . .. ... .. ... .. . .. . . .. . . . .. . . . . . . . . . . . . . 3 

Don't know/Can't remember ........................................................................... 4 

Refused ........................ : . . . . . .. . . .. . ... .. .. . .. ... .. .. .. .... .. . .. .. . . . . .. .. .. . . . . . . .. . ... .. . .. .. . . .. . .. . 5 

The Gilmore Research Group 

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WashWise I Retailer Questionnaire 3 

Q4 

GJ!ARJf.Ytf1tm55£NTEl[TI1.~~HIJNQE_: ··~~i4rW~uft~g~~Sti7:311:::·!:;t~~~ What could have been done during training to help you better understand the program? 

PROBE: What else? 

.RECORD COMMENTS ................................................................ : ............. 0 I 

Don't know/Not sure . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .. . .. . . ... . . ... .. . . . . . . .. . .. ... . . . . . . . 98 

l~efused . . . . . . ... . . .. . .. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . ....... .. . ... .. .•. ... . .. .. .. . .. ... . . . .. ... 99 

======================================================================= 

Q5 

The WashWise program provides dealers with point-of-purchase materials to help market 

tumble-action machines. For each of the following, please tell me if you think it has been 

"very useful." "somewhat useful," ur "not at all useful." 

Continue ....................................................................................................... I 

QSA 

RFAtf:(s_N£EQEO: ~\r9iild .ygusay~ -:-.RE.Ai:Y1 ~3 -~h-.~ •. ~=~~: ~=· . .--:....:~: .. :.~~".=:~· :: '" 

(fhe \VashWise program provides dealers w11h roint-of-purchase materials to help market 

tumble-action machines.) 

Acrylic display stand with roster:; 

\'ery useful ................................................................................................... . 

Somewhat useful .................................................................... : ................ : ..... 2 

Or not at all useful . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .. . . . .. . . . . . . . . . .. . . . . . . . . . . . . . . . . . . . . . . . . . . . 3 

Haven't used . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 4 

Never received ........ : ..................................................................................... 5 

Don't know/Can't remember ........................................................................... 6 

Refused ....................... , ............................... , ................................................ 7 

Q~;s 

m;xo=:AS~'.NEE==o=m=·o..:~w""""'tu""'la""~m-··-t:S3:r::XEADZ1 ~3?!Fl?f.'4.'"~w~~0~!:~s~·11:~r±~ 

WashWise Consumer brochure? 

Very useful .................................................................................................... I· 

Somewhat useful . . . . . . . .. .. . .. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .. . . . . . . . . . . . . .. . . . . . . . . . . . . . . . . . . . . . . . . . . . 2 

Or not at all useful . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .. . . . . . . . . . . . . . .. . . . . . . . . . . . . . . . .. . . .. . . . . .. . .. . . . . . .. . . . . . 3 

------- .......................................................................................... . Haven't used ........................................................... : ............................ : ........ 4 

Never received . . . . . . . . .. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5 

Don't know/Can't remember ........................................................................... 6 

Refused ........................................................................................................ 7 

The Gilmore Research Group 
Wash Wise I Retailer Questionnaire 4 

Q5C 

R

-aro·AS NEED-ED·-.,,,,,-w--=-·,··d-' -·....-·.r"!·R-·EAD·-·--.,;1~3-:::--·c.:7'"-:;·~r:~;;;::-v::::-~::~~,~~~:::.~"-:'.'":':!· 

·--·~- . :~ _Q!.l __ ... rou ~y • • :.~ ~· ~ ·;sf·.i~*-4&~ .. ··~·.;::a..·t.w;.:kt ... :.:•=,-.. .;;:ae:z·.r;·~~.~ 

Machine logo sticker identifying qualifying washers? · 

Very useful ................................................................. ~ ............. ~.................... I 

Somewhat useful . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .. . .. . . . . . .. . . . . . . .. .. . . . .. . ... . .. . .. .. . .. . . ... . . . . . . . 2 

Or not at all useful . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .. . . . . . . . . . ... . .. .. .. . . . .. . . . . . . ... . .. . . .. . . . . 3 

Haven't used ................................................................................................. 4 

Never received ................................................. ; ............................................ 5 

Don't know/Can't remember ........................................................................... 6 

Refused ........................................................................................................ 7 

Q5D 

REAP_A~J'{ero'!::'Q:_woUJ<l yo_i1.sar!· .. ;...,REAf5.J~:f~=:~--~s~:-;.;;-;:,:;_:~-.J~f~~-:. ··= 

Promotional video·; 

Very useful ......... _. .......................................................... : ............................... I 

Somewhat useful ........................................................................................... 2 

Or not at all useful . .. . . .. .. .. . . . . . . . . .. . .. . .. . . .. . . . . . . . . .. . . . . . . . . . . .. .. .. .. . . .. . . ..... .. . .. ........ .. . . . 3 

Haven't used . . . .. ... . . . .. . . . . . . . . . . . . . . . . . . . .. . .. . . . .. .. . .. . ..... .. . . . . .. ... .... ...... .. ... ... .. .... .. ..... .. 4 

Never received . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .. . . . . .. . .. . .. . . . . . . .. . . .. .. .. . . . . . . . . . .. . . .. . .. . . . . . . 5 

Don't know/Can't remember ........................................................................... G 

Refused ........................................................................................................ 7 

Q6 

pJlQBID\ND~CARf"fil'~P.RESs~~~i°ftffel¥4?\i'fi!,,d.£;,jill 

Have you experienced any problems ordering additional point-of-purchase or invoicing 

materials from Wash Wise? IF YES. ASK: What problems have you experienced? 

No/No problem~Can't think of any ............................................................... 00 

RECORD COMMENTS .................................................. : ........................... 01 

Don't know/Not sure ................................................................................... 98 

Refused ...................................................................................................... 99 

Q6A 

eR®g~I::A1flEY.;J>~.$NIER~~;:71~tz;,:::;.:; 

Have you experienced any problems with the invoicing procedures? IF NEEDED: Such as 

completing the invoice cover sheet IF YES, ASK: What problems have you experienced? 

No/No problems/Can't think of anv ............................................................... 00 

RECORD COMMEJ\:TS .............................................................................. 0 I 

Don't know/Not sure ................................................................... .'............... 98 

Refused ...................................................................................................... 99 

The Gilmore Research Group 

' 
WashWise/ Retailer Questionnaire 5 

Q6C 

P.r--·-A"'thWfl"l®:~~0 ·To· c_o_NTINUE __ ·- ::-:·,~~~::;-,7:.,~:> ... " ':'KV ~l!:t~u.!.e~~:.------· ~nrts91 #,~Y-4'#;1i"'i(~i...-'3..,,to-c-'.\· .. / . .-ol..-. _ 

In some areas, water or wastewater utility companies offer separate rebates to customers 

who purchase tumble action washers. Have you had any problems handling utility rebates, or 

is this not applicable for your store? IF YES. PROBE: What problems have you 

experienced? 

No/No problems/Can't think of any .............................................. : ................ 00 

RECORD COMMENTS .............................................................................. O I 

Not applicable ...................................... · ....................................................... 97 

Don't know/Not sure . . . . .. . . .. . . . ... ... . . .. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . ... . . .. . . .. . . . . . . .. . ... . . 98 

Refused .................................. , . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .. . . . . . . .. . . .. . . . . .. . . .. . . . .. . . . 99 

Q7 

.\ow I have some advertising- questions. Has rnur stor:e featured the $130 rebate offer in any 

of its own ads, either in the newspaper. on radio or n '? 

Yes .............................................................................................. ; ............. 01 

:\o ............................................................................................................. 02 

Other (SPECIFY:) ...................... : ............................................................... 97 

Don't know1Can't remember ......................................................................... 98 

Refused ...................................................................................................... 99 

Q8 

The WashWise program has sponsored two ads for tumble action machines - one is a 

newspaper ad showing$ I 0 bills hanging from a clothes line, and the other is a radio ad 

comparing top loaders to washing clothes on rocks. Have either of these ads appeared in 

your community? 

Yes ............................................................................................................... I 

No ............................................................................................................... 2 

Don't know/Can't remember .. .. ... . . .. . .. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .. . .. . .. .. . . . . . .. . . . .. . .. . . . . . . 3 

Refused ........................................................................................................ 4 

Q9 

Do you think the Wash Wise ads brought customers into your store who would not have. 

come in otherwise? IF YES, ASK: Would you say a few, some, or a lot? 

A few ........................................................................................................... I 

Some ........................................................................................................... 2 

A lot ............................................................................................................. 3 

No/none ....................................................................................................... 4 

Don't know/Not sure .... ·...... .... ........... .. . . . . . . . .. . . ... . . .. .. .............. ............. ... .... . ... 5 

Refused ........................................................................................................ 6 

1e Gilmore Research Group 

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WashWise I Retailer Questionnaire 6 

QlO 

Do you think the Wash Wise program should continue. to spend money on advertising, or 

would the money be better spent on other types of marketing efforts? 

Continue ads . . .. ... . .. . . . . . . . . . . . . . . . . . . .. . . . . . . . . . . . . . . . .. . .. . ...... ... .. . . .. .. . . .. .. . . . .. . .. ... .. . . . . . . . . . . I 

Better spend on other marketing efforts ........................................................... 2 

Both ............................................................................................................. 3 

Don't know/Not sure . . . . . . . . . . . . . . . . . .. . . . .. . . .. .. ................................. ........... ......... .. 4 

Refused _. ....................................................................................................... 5 

QJOA 

If the WashWise program were to spend money on other forms of promotion, which of the 

following do you think would be MOST effective in promoting tumble action washers ... 

Home shows ··········································: .................................................... 0 I 

Washer demonstrations. or .......................................................................... 02 

or Utility Company Promotions ..................................................................... 03 

Something else (SPECIFY) ......................................................................... 97 

Don't know;Not sure ................................................................................... 98 

Refused ........................................................................................ : ............. 99 

.................................................................................................................... 06 

Qll 

PRQJ3e'}J~Jn.;;cmtfY.,~e__R~.mfEKT.Q~C0~~1'Z~cl;~t:!~tti:?'?.%t·;r:·;.z:.i 

What else can the WashWise program do to help your store market tumble-action washing 

machines? 

RECORD CON\MENTS .............................................................................. O I 

Don't know/Not sure ....... ... . ... .. .. ... ....... ................................................... .... 98 

Refused ...................................................................................................... 99 

Qt IA 

wJ}()NT.J®oWLNomJR~SAYlliiSf:mveiiiie:YQilfl&e8t:estima.1t~n::·~<!£ 

Now I have a few questions about your customers. What percent of your customers shopping 

for washing machines are shown tumble action washers? IF NEEDED: This include everyone 

who sells washers at the store IF RANGE - I 0 to 1596, SAY: Would that be closer to (first 

percent) or (second percent)? 

Don't know/Not sure . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .. . . ...... .... ..... ... .. ... .. . . . .. . . .. .. . . . .. .. .. . I 0 I 

Refused .................................................................................... ; ............... I 02 

The Gilmore Research Group I 
WashWise I Retailer Questionnaire 7 

QJ2A 

READ:I¥2:WMP§?;2~::wJ19~;gf~~l:¥d!'f,N2.~;:;;z.$.+¥illi~ 

For customers who have looked at tumble action washers but haven't bought one, would you 

say the $130 rebate motivated them to ... 

Look at a product they wouldn't have looked otherWise, or ................................ I 

Look at something they were already interested in ............................................ 2 

--------------................................................... . Had no effect on their behavior ....................................................................... 3 

Don't know/Not sure . . . .. ... . .. .. . . . . . . . . .. .. . . ... .. .. . ....... ......... ............. ...... .... .... ....... 4 

Refused ........................................................................................................ 5 

Q12B 

For customers who purchased a turnhle :ict1on washer. would you say the $130 rebate 

. motivated them to ... 

Purchase something they would nor h:ive normally bought, or ............................ I 

Purchase something they were alre:idv interested in ........................................... 2 

Had no effect on their behavior ...................................................................... 3 

Don't know/Not sure ..................................................................... ·. ... . .. . ........ 4 

Refused ....................................................................................................... 5 

Ql3 

l"f1®.N'TJ<&o~y_©;.;;,_SA~Jy~t_.m'.~:.1tJ~r.OU"r.beSI:fs'"tlmat~~;;; 

What percentage of the customers who bought tumble-action washers would have bought a 

top-load machine if the $130 rebate were not offered? IF RANGE ( 10 to 15%), ASK: 

Would that be closer to (ARST PERCENl) or (SECOND PERCENT)? 

Don't know/Not sure ................ ..... ..... . . . ... ................................................. I 01 

Refused ................................................................ , . . . . . . . . •. . .. .. . . .. . .. . .. .. .. .. . . . . I 02 

Qt4 

R~\t~-iii&i;iZf£$~1fiS'ia~41'¢'k 

What do you think will happen when the $130 rebate is removed? Do you think the demand 

for tumble-action washers will. .. 

Continue at the present level . . . ... . . . . . . . . . . . . . . .. . . . .. . . .. ..... ..... ..... ......... ....... ... .......... I 

Lose momentum then pick up again. or ............................................................ 2 

Permanently lose momentum . .. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .. . .. .. .. . .. . . . . . . . . . . . . . . .. . .. . .. . .. .. . . 3 

Dt~pends .. .. . .. . . . .... .. . . .. .. .. .. . . . . . . . . . . . . .. . . . . . . . . . . .. . . . . .. . . . . . . . . . . . . . .. . . . .. . . .. .. .. . ... . . . . . . . .. .. . .. 4 

Don't know/Not sure ............................................ ; ........................................ 5 

Refused ........................................................................................................ 6 

The Gilmore Research Group 
WashWise I Retailer Questionnaire 8 

QJ5 

Since the Wash Wise program began has your store had any problems getting tumble action 

machines lo fill customer orders? 

Yes .............................................................................................................. I 

No/Not really . . .. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .. .. . . .. . .. . . .. .. . . ... . . ... .. .. .. .. . .. .. ... .. .. .. .. .. 2 

Don't know/Not sure . . .. . . . . . . . . . . . . . . . . . . . . . . . . . . .. . . .. .. ....... ......................... ...... ... . .. .. . 3 

Refused ........................................................................................................ 4 

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About how long has it been taking to get the washers in after they are ordered? 

QI 5/\ 

screen 

(998 ~ON'T KNOW/NOT SURE, 999 REFUSED) 

NUMBER: 

ENTER CODE: Days 

Weeks 

Months 

Years 

TYPE NUMBER @qlSa 

PRESS CODE @qlSb 

Don't know/Nol sure ....... : ....... .................................................................. 998 

Refused .................................................................................................... 999 

QISB 

Days .......................................................................................................... .. 

Weeks ...................... .' ................................................................................... 2 

i\>\onths .................................................................. ~ ..................•................... 3 

Years ........................................................................................................... 4 

Ql6 

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ReAP.1®W?t.fiW"!S®m.51t't®~~S~i®e®t~l 

And how important do you think the WashWise program has been.in terms of getting 

manufacturers to produce and distribute more tumble action machines to your region?. Would 

you say it has had .. . 

A major eff ecl . . . .. . .. ..... . .. ... .. .. . . . . . . . . . .. . . . .. . .. ............................ .......................... I 

A minor effect, or .. . .. .. .. .. . .. . . . . . . . . . . . . . . . . . ... . .. . . . . .. .... . . .. . . . . .. . .. . . . . . . . . . . . . . .. . .. . . . .. . . . . . .. 2 

>lo effect JI all ............................................................................................... 3 

Don't know/Not sure .......................................... ; .......................................... 4 

Refused ................................................................................. , ...................... 5 

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WashWise I Retailer Questionnaire 9 

QI 7 ~--N'T· 'fi"IQWLN!iif OI"6llRE"'S· .> • ~···---~:-- • • ... ... ..,,.........,..,,..~.......,,,.,. lr.:uO hr~ w. ~>R~ . :·Av;r,;d.aive me vnur best estunate.· ... : ._::,:.-:.;. ·f.;it~f.::::.·~ ·. ~-.: · -- ..... ---·- __ :.i..,:_~~~"....b .... ~ .. '..Jl"--·- .... ~-·---~ .... , ...... ~ ........ ~---..\~.·' 

"Prior" to your store's involvement in the Wash Wise program, what perCl'!1t of your washing 

machine sales were from tumble-action washers? IF RANGE (I 0 to 1590), ASK: Would that 

be closer to (FIRST PERCENT) or (SECOND PERCE:\'T)? 

Don't know/Not sure ...................................... ........................................... I 0 I 

Refused .. .. . . . . .. .. .... .. . . . . . .. . .. . .. . . .. . . . . . . . .. .. . . . . . . . . . . . . . . . . . . . . . . . . . . . . .. .. .. .... .. .. . .. .. .. .... .. I 02 

Ql8 

·1&"1"\QN'T 'L'11.lQ"'1111.10T··sURE SA";" Just -. . - 1......:~t t' t. -=··fltlSli!l;.i~'."':. -~~~ 4W • nn . ..:.n:u.!-. .. ,_ .. __ . 1 ...... 1. __ .. gI\'.~ .. me_yoll( ~ .. ~JI!!~~-=---··· .:,..;r:;~.;;,.e.,.;,~· .;.;.·.:..;: 

And since your store became in involved with \\'ash\\'ise. what percent of washing machine 

sales have come from tumble-action washers? IF RA1'\0E (I 0 to 15%), ASK: Would that be 

closer to (Fl'RST PERCENl) or (SECO:'\D PERCE\T)? 

Don't know/ \'.ot sure .. .. .. .... .. .. .. ... . . .. . . . .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .... .. .. .. .. .. .. . .. .. .... I 0 I 

Refused . .. . . . . . .. .. .. .. .. . .. . . .. .. .. .. .. .. .. .. .. .. .. .. . . . . . . . . .. .. . . . . . . .. . . .. .. .. . . . .. .. .. .. .. .. .. .. .. . .. . I 02 

Q20 . REAb"ITtrDPTO 4· RESPONSES "pRJ~s~rE:NTEo TO toNftNuE . .. . ... •.,.•'11.\?Uf.t"."'T'.:.c ·--- ~ ...... ..:.._!._ __ ..:;.__,_ ....... ...-.....-_ ----· -· .. --~-- -- --- - t\. ... _.:.._ .... -. _ .. --- ... :_.~::~;5-;;,.'!··-:~-~::: 

.The Wash\\'ise program gives dealers an incent1\L' inr eJch program machine sold. Does the 

incentive go towards .. . 

Administrati .. ·e fees ...................................................................................... ·a I 

Marketing costs ........................................................................................... 02 

Salesperson bonuses .................................................. : ................................. 03 

Or somethin:~ else (SPECIFY:) .................................................................... 96 

I keep dealer incentive .................................................................................. 97 

Don't know anything about dealer incentives . . .. . . . . .. .. .. .. . . ...................... ... ........ 98 

Refused ........................................................................................ : ............. 99 

Q2t . 

How important are each of the following in terms of motivating SALESPEOPLE to spend 

time showing: customers tumble action washers rather than top load washers ... First. .. 

Contfnue ....................................................................................................... I 

Q21A 

The Wash\\'ise customer rebate? 

Would you say that is ... READ 1-3 

Very important ............................................................................................ .. 

Somewhat important, or ................................................................................. 2. 

Not at all important in motivating salespeople to show the machines to the customers 3 

Don't know;Not sure .. .' .................................................................................. 4 

Refused ........................................................................................................ 5 

he Gilmore Research Group 

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Wash Wise I Retailer Questionnaire IO 

Q2IB 

WashWise dealer incentives? 

Would you sav that is ... READ 1-3 

Very important ............................................................................................................ . 

Somewhat important, or .................................................. ,. ................. : ........................... 2. 

Not at all important in motivating salespeople to show the machines to the customers •........ 3 

---------------................................................................... . Don't know/Not sure .................................................................................................... 4 

Refused .................................................................... ···:····················· .. ·····•·················· 5 

Q21C 

Profit margin? 

Would you sa~· that is ... READ 1-3 

Very important ............................................................................................................ . 

Somewhat important. or ................................................................................................ 2 

Not at all important in mo11\·:11in(!' salespeople to show the machines to the customers ......... 3 

Don't know;Not sun~ ................................................................................................... 4 

Refused ....................................................................................................................... 5 

Q21D 

Consumer requests for the product? 

Would' you sav thJI is ... READ 1-3 

Very important .............................................................................................................. I 

Somewhat important. or ................................................................................................. 2 

Not at all important in motivating salespeople to show the machines to the customers ........ :. 3 

Don't know/Not sure . . . . . . . . . . . . . . . . . . . . ... ... .. .... .. ... ..... .. . ..... .. .. .. .. ... .. . . .... ....... .. . . . . . .. . . . . . . . . . . . . .. .. 4 

Refused ................................... · ..................................................................................... 5 

Q21E 

Environmental benefits? 

Would you say that is ... READ I -3 

Very important ... .. . . . . ... . . . ..... ... .. .. ............................. ................................... ......... .......... I 

Somewhat important. or . . . . . . .. . .. . . .. . .. . .. .. .. . . . . . . . .. . .. . . . . .. .. . . . .. .. .. .. .. . .. . . . . . .. .. . . . .. . . . . . . .. .. . . . . . . . .. . . . 2 

Not at all important in motivating salespeople to show the machines to the customers .......... 3 

---------------····································································· Don't know/Not sure ............................................................................ ·....... ... .. . . .. . ... ..... 4 

Refused ........................................................................................................................ 5 

The Gilmore Research Group 
VashWise I Retailer Questionnaire I I 

22 

'e next set of questions are about "top-loading" washing machines. First, what is the 

~rage price that most of your customers spend on a top-load washer? IF DON'T 

~OW/NOT SURE. SAY: Just give me your best estimate. 

ss than $349 ....................................................................... · .................... 0 I 

;50-$449 ...................................... ·············· ······· ..................................... 02 

150-$549 ............................................................................................. · .... 03 

150-$649 ................... ········· ... ········· ........................................................ 04 

>50-$749 ................................................................................................ 05 

-50-$849 .......................................... , ..................................................... 06 

\50-$949 ................................................................................................ 07 

JS0-$999 . . . . . ... . . . ... . . . . . . . .. .. . . . . . . .. . . . . . . .. .. . . . . . . . .. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . ... ....... .... 08 

I ,000 or more ......................................................................................... 09 

·in't know/Not . .;ure . . . . . .. . . . . . .. .. . . . ... . . .. ........... .. . .. . . . . . . .. . . . . . . . . .. .. .... ....... ........ .. I 0 

Jused ..................................................................................................... l l 

•23 

· boN.t~QW/NOT $tl.~E.~MYJHst 'g)ye-me-your best"esii'mate~~-=:~-;==:~~-, 

"hat would vou estimate is the a\·erage price of tori 111:idin~ machines that have similar 

1pacity and operating features of vour most popular 1 unmil: acllon machine? 

on't know/Not sure . .. . .. .. . . . . . . . .. . . . .. .. . . . . . .. .. .. . . . .. . . . . . . . . . .. .. . . . ... .. . . . . . . . .... .... ... 9998 

dused .................................................................................................. 9999 

l24 

=.:D"ONTiliNrnflNOTI5BRE.$t:mlitiiiYe:in$.)iouiJifilL®ii'life:iiliB&~~!fEl 

:ow think about the different features available in washing machines. Based on your 

xperience, what percent of your customers do you think would be willing to pay $200 more 

•r the tumble action washing machine? IF RANGE ( 10 to 15%), ASK: Would that be closer 

i (FIRST PERCENT) or (SECOND PERCENT)? 

>on't know/Not sure ........................................ ..... .... ................................ l·O l 

'efused . . . . . . .. . .. . . ... . . . . . . . .. ... . ... .. . . . .................................... .. . .. . .. . . . . .. ........... .. I 02 

J25 

r:JI.ONTJ<NQ.WlKOTSQ@;SAV~'.Jusfgfui_m~_yci.tiI.~sj est!!nate~_::\~;;; .. ;'."'~:1,zt::t~,; :-~3 

\nd what percent do you think would be willing to pay $100 more for the tumble action 

vashers? IF RANGE (I 0 to 15%). ASK: Would that he closer to (FIRST PERCENT) or 

SECOND PERCENT)? 

)on't know/Not sure ...................................................................... ~.......... I 0 I 

?efused ..................................................................................................... I 02 

Jilmore Research Group 
Wash Wise I Retailer Questionnaire 12 

Q26 

Do you think tumble action washers will dominate the market as consumers become familiar 

with the technology, or cjo you think it will remain a niche technology that appeals to a 

particular audience? 

Dominate ...................................................................................................... I 

Niche ........................................................................................................... 2 

Depends ..................................................... : ................................................. 3 

Don't know/Nol sure ..................................................................................... 4 

Refused ........................................................................................................ 5 

Q27 

ob NOf.READPROBET(f'"F1T.UP"T0]4;RESEoNSESPRES5:ENTER TO'S':.~~~ 

CQNTIN~~~.~~·~j:~t.~~~i;i;7~Y,ii!:f..~f~·~:~~~~~~~-{~Z:~1~1i~Ttft~{~~~i~~~~ 

Just a few more questions. \\'hv do you think customers buy tumble action washers? 

PROBE: What else? 

Bulky/Delicate items - can wash ................................................................... 0 I 

Cleaner clothes - hetter w:1sh ........................................................................ 02 

Detergent- uses less ................................................................................... 03 

Energy savings ............................................................................................. 04 

En\ironmental heneiits ................................................................................. 05 

Gentle on clothes ................................................... ; .................................... 06 

Prior experience - used before ...................................................................... 07 

Quiet ........................................................................................................... 08 

Rebate ....................................................................................................... 09 

Small size - save space . . . .. . . . . . . . . . . . . . . . . . . . .. .. .. . . . . . . . . . . . . . . . . . . . . . . . . . .. . . . . . . . . . . . . . . ... . . . . . . . I 0 

Stackable . ... . ... ... . . . .. . . . .. .. ... . . .. . .. ... ..... ................ ................................ ......... .. I I 

Technology - wanted latest . ... ....................•.......•....•••...........•....................... 12 

Water savings ..... ...... .. ..... ... ........................................................................ 13 

Other (SPECIFY:) ......................................••......•. ~ ....•................................ 97 

Don't know/Not sure . . . . . ....... .. . . . . .. ... ... .. .... ..•..... .. . . . •.... ... .... .. .. .. .. .. .. .. . ... .... .. . . 98 

Refused ··········:··········································································.-················ 99 

Q28 

Please answer yes or no to each of the following questions. Compared to top loading 

machines, do you personally believe that the tumble-action washers .. . 

Continue ....................................................................................................... I 

Q28A 

(Compared to top loading machines, do you personally believe that the tumble-action 

washers ... ) 

Wash clothes better? 

Yes .............................................................•................................................ I 

No ......................................................................•........................................ 2 

Don't know/Not sure . . . . . . . . . . . . .. . .. .. . . .. ..•. .. .. .. .. .••••. .. •.• .•. .... .•.... .. ...... ..... ... . . ... . . . .. 3 

Refused ........................................................................................................ 4 

The Gilmore Research Group 
Wash\Vise I Retailer Questionnaire 13 

Q28B 

Are more efficient in terms of hot water and electricity usage? 

Yes .............................................................................................................. I 

No ...............................................•............................................................... 2 

Don't know/Not sure .......................................... : ..................... .' .................... 3 

Refused ...............................................................................................•........ 4 

Q28C 

Are worth the money? 

Yes ............................................................................................................. . 

No ................................................................................................................ 2 

Don't know/Not sure . . . .. . . .. . .. . . . . .. . . . . . .. . . . . . . . .. . . . . . . .. . . . . . . . . .. . .. .. . .. . . . .. . . . . . . . .. . . . .. ... . . . 3 

Refused ........................................................................................................ 4 

Q29 

Have vou heard of the EPA's °Energy Star Home Aprliance Pro~am? IF NEEDED: It gives 

an Energy Star designation to appliances t h:.it rnl'el L:t:rlain efficiency standards 

Yes .............................................................................................................. I 

No ............................................................................................................... 2 

Don't know/Not sure . . . . . .. .. .. .. . ... .. ... . . . . . . . . . . . . . . . . ... . . . . . .. . . . . .. . .............................. 3 

Refused ........................................................................................................ 4 

Q30 

These last couple of questions are about tumble action manufacturers. 

Continue ............................................................................... : ...................... . 

Q30A 

Have the manufacturers provided you with any advertising support for the machines? 

Yes ................................................... , .......................................................... I 

A little/Some ................................................................................................. 2 

No ............................................................................................................... 3 

Don't know/Not sure ...................... , .............................................................. 4 

Refused ........................................................................................................ 5 

The Gilmore Research Group 

~ :·:~~ 

- -. .. ·.: 
Wash Wise I Retailer Questionnaire 14 

Q30B 

Have the manufacturers provided you with any consumer education support for the 

machines? 

Yes ............................................................................................................. . 

A little/Some .. . .. . . . . . . . .. . . . . . . . . . . . .. . .. . . . .. .. . .. . .. . .. .. . .. ......... ........ .. . . . .. . .. . . .. . . . . . . . . . . . .. .. 2 

No·················································'.····························································· 3 

Don't know/Not sure ............................. : ....................................................... 4 

Refused ................................................ ~....................................................... 5 

..................................................................................................................... 6 

Q30C 

Have the manufacturers provided you with any retailer training support for the machines? 

Yes .............................................................................................................. I 

A little/Some . . . .. . . . . . . . . . . . . . . . . . . . . . . . . . . . . .. . . . .. .. .. .. .. .. .. .. .. . .. .. .. .. . . .. .. . .. .. .. .. .. .. . . . . .. . . . .. . . 2 

No ............................................................................................... : ............... 3 

Don't know; Not sure ..................................................................................... 4 

Refused . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5 

.................................................................................................................... 6 

Q300 

And how helpful was the advertising in marketing the machines? 

Would you sav it has been ... READ 1-3 

Very helpful ........................................................................ ~ ........................ . 

Somewhat helpful. or . . . . . .. . . .. . . . . .. .. .. . .. . .. . . .. . .. .. .. .. .. .. ..... . .. .. .. .. ... .. .. .. .. .. . . .. . .... . . .. . 2 

Not at all helpful .. .. .... ....... ..... ................................................................... ... .. 3 

-------..................................................................................... . Don't know/Not sure . . . . . . . . .. . . . . . . . . . . .. . . ... . . .. .... . . . . .. .. .. .... .. . . . . ... .. . . . . . .. . . ... .. . .. . . . . . . . . 4 

Refused ....................................... ; ................................................................ 5 

Q30E 

And how helpful was the consumer education in marketing the machines? 

Would you say it has been ... READ 1-3 

Very helpful ................................................................................................. . 

Somewhat helpful, or ..................................................................................... 2 

Not at all helpful . .. . .. . .. . . . . .. . . . .. . . . . . . . . .. . . .. . . .. .. . .. . . .. .. . . . . . . ... . .. . . . . . . . .. .. .. . ... . . .. .. ... . . . . . 3 

Don't know/Not sure ......................................... ~ ........................................... -1 

Refused .. , ..................................................................................................... 5 

The Gilmore Research Group 
WashWise I Retailer Questionnaire 15 

Q30F 

And how helpful was the retailer training in marketing the machines? 

Would you say it has been ... READ 1-3 

Very helpful ................................................................................................. . 

Somewhat helpful, or ..................................................................................... 2 

Not at all helpful ............................................................................................ 3 

-------..................................................................................... . Don't know/Not sure . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .. .. . . .. .. . .. .. . . .. .. . . . .. ... .. . .. .. . . ...... 4 

Refused ............................................... ; . . . . . . . . . . . . . . . . . • . . . . . . • . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5 

Q31 

-poos_E._AND___ c-r ADri:V-p"-i:>ccs rl\.rrCD_T._O co-· -~11u·E-·-:-:--::-:-)l,!-.,·:-~·=::":' -;'t.::"'':~~cr:--~· 

.13. . -- - ~--~-· •.;_;_ ~ .. -~.~ .L..l' . ----~-1--~-- ·.; ,+H~f:&~"'J.$· .. ,,.,.tV~(tt\..-AA~·w•·-...-.;;;)~ _ _;, 

What else could be done by manufacturers to help you market the washers? 

NothinwCan't think of anything ..................................................................... 00 

RECORD CON\MENTS .............................................................................. 0 I 

Don't know/Not sure ................................................................................... 98 

Refused ...................................................................................................... 99 

That concludes my questions. Thank you for your time and cooperation. 

The Gilmore Research Group