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# I Wash Wise Program Prepared by: · .. :'·:._,·:; . 

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## Energy

## Associates ··: ·:
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## E98-003

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# ii ' :522 SW Fifth Avenue, Suite 

## 410, Portland, Oregon 97204 

# " I · TELEPHONE: 

## 503-827-8416 • 800:-411-0834 •FAX: 

## 503-827-8437

.. .. ...... 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 ofthe contents ofthis report would not have been possible without the interest and assistance of Lois Gordon and Dana Banks ofPortland Energy Conservation, Inc .. and Demse Bauman and Ellen Snyderman ofThe 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 ofthe Alliance. and Ken Keating ofthe**~onneville** 

### Power Administration for**prov1din~** 

### proJeCt guidance. The \'1cws and opinions ofthe 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

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# . .. 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 MarketShare 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

WashWise 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

WashWise Program and Market Progress Report January 28. 1998 ii

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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 EfficiencyAlliance's Wash Wise program to date. There is 

# a

focus on the status

### ~fthe 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 ofprogram 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 stafffor 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 of419.participants/purchasers ofRECWs 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 ofqualified representatives ofnine (9) major appliance manufacturers and importers ofEuropean 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 ofRECW are strong nationwide and manufacturers
WashWise Program and Market Progress Report January 28, 1998 iii

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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 ofproduct attributes. 

### A total of

### 91% would recommend their RECW to 

## afriend. Retailers thought that RECWs cleaned clothes better (88%) and were worth the money (89%) at current. incremental costs. .i. Generally, consumers remain unaware ofthe benefits ofRECWs and unconvinced ofthe value. A high percentage ofthe consumers shopping for conventional clothes washers that were interviewed as part ofthe 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 ofall 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 halfofall clothes washer customers. 6. ·Portland Energy Conservation Inc. (PEcn, the program administrator, has done an admirablejob ofprogram start up, retailer orientation, and generally keeping up with the unexpectedly high flow ofprogram 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 ofthis 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 ofRECWs in the market and the likelihood ofhigh-efficiency standards will be strongly influenced by incremental costs, which in tum will be strongly influenced by the product and marketing decisions made by

WashWise 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 ofthe market potential ofRECWs. And, 2. 

### Marketing and educational efforts should be expanded. Even many purchasers ofRECWs were not well aware ofthe 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 ofmarket indicators and program accomplishments.

WashWise Program and Market Progress Report January 28, 1998 v

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WashWise 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 ofa new generation ofenergy 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 ofenergy-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 ofthe 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 ofprogram 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 of419 participants/purchasers ofRECWs as part of the Wash Wise 

### program; • An 

### intercept survey of42 consumers actively in the market for laundry equipment (i.e., shopping at an appliance dealer);
• A telephone survey of205 appliance retailers; and,

WashWise Program and**Marke~** Progress Report January 28, 1998 Page 1 

# ·I

## INTRODUCTION
• A telephone survey ofqualified representatives ofnine (9) major. appliance manufacturers and importers ofEuropean 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 documentprogram success in terms ofmarket indicators arid program accomplishments. 

## Structure ofThis Report The main body ofthis 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 ofimportance that are not specifically addressed 

### by the Scope of Work. Section 9 presents**PEA~s** conclusions and recommendations from this 

### initial review ofthe 

### Wash Wise program and the residential clothes washer market. . The rnam body is followed by the report reference list and survey instruments.

WashWise Program and Market Progress Report January 28, 1998 Page 2

# 2; MARKETAND PROGRAMBACKGROUND
Market Size and Characteristics The total number ofclothes washers in U.S. homes is estimated at 77 million
-- a market penetration ofabout 80% ofall 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 ofclothes 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 ofresidential clothes washing equipment shows the importance ofthe U.S. manufacturers (Appliance Manufacturers 1997 Market Protil c): Frigidaire Maytag Speed Queen Whirlpool GE Imports 7% 18% 5% 52% 17% less than 1% Reliable estimates ofnational RECW sales are not available. In prior years, RECW sales were estimated to be less than 2% ofthe market, but the availability ofthe domestically produced units has likely changed that number. The Consortium for Energy Efficiency estimates that current RECW sales are 3% to 4% ofthe total clothes washer market nationally. A better estimate ofnational sales ofRECWs 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 ofthe energy savings come from the reduced consumption ofheated water requiredfor 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 ofwater needed to tumble clothes clean. Water savings are estimated at 30% to 48% ·ofcurrent 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 ofthe improved clothes washers also
WashWise Program and Market Progress Report January 28, 1998 Page 3i 

## l 

# t**------~-------~** .. :., 

# MARKET AND PROGRAM BACKGROUND. reduce the energy required for drying. Combined**en~gy** 

### savings perhousehold 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 takenover 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 ofhigh-efficiency clothes washers is higher than standard clothes washers. The available RECWs cost upwards ofabout 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 ofthe benefits. Overcoming this first-cost barrier likely needs to be a key program element for implementing a successful market transformation strategy. 

### Lack ofCompetitive Products. Imported RECWs ha:ve been available for some time, but a lack ofdomestically 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 ofthe Frigidaire unit and introduction ofMaytag, 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 enterthe market w1thin 1to 2 years ifthey determine that RECWs are more 

### than a niche product. 

### lack of Consumer Familiarity with the Product. Consumers are not aware and/or convinced ofthe benefits ofRECWs. 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.
WashWise Program and Market Progress Report January 28. 1998 . Page 4

## 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 ofthe 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 ofRECWs in the Program Area over the next three years; and 4. Influence the development and support ofmaximum 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 ofRECWs; 3. Stimulating manufacturers to produce RECWs and ensuring an adequate supply in the Northwest/Program Area marketplace; and 4. Accelerating the rate ofcost reduction ofRECWs. Additional program objectives and planning logic were outlined in the RFP for Wash Wise: A Marker Transformation Venture:

WashWise Program and Market Progress Report January 28. 1998 Page 5

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# 1 MARKET AND PROGRAM BACKGROUND

.. Wash Wise will influence consumers to purchase a RECW that would otherwise be less affordable.



### .. Wash Wise will readily increase sales ofRECWs, thereby influencing manufacturers to increase production.

.. An increase. in production will result in lower pricing ofRECWs 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 of3% or . 2.785 

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

### Program Description In I <)92. a coalition ofPacific 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 oftwo 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 ofan instant in-store discount offthe retail purchase price of qualifying 

### Wash Wise RECWs. Appliance retailers discount the RECW price 

### 'S 130 at the time ofpurchase 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.

WashWise Program and Market Progress Report January 28, 1998 Page 6



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# \ , ·•"7" .,.._. . 

## MARKET AND PROGRAM BACKGROUND

................................................................................................................... B. Marketing/Promotional Campaign Element: The marketing portion of Wash Wise, 

### developed based on the research findings ofTHELMA. 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 ofthe incentive element ofthe 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 ofthe 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 ofother market actors.

WashWise Program and Market Progress Report January 28, 1998 Page 7

## MARKET AND PROGRAM BACKGROUND

WashWise Program and Market Progress Report January 28. 1998 Page 8

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

## Retailer Recruitment, Training and Support The initial phase ofthe project began in March and called for PECI to identify and recruit the appliance retailers. PECI prepared a mailing list ofretailers with the aid ofMaytag 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 ofthe responding retailers already earned qualifying washers tpnmanly Frigidaire 1. Retailer Agreements (a Memorandum of Understanding) were prepared which explained the guideImes ofthe 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**...-~~~~~~~~~~~~~~~~**

## ...... 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%**~** I 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
WashWisc Program and Market Progress Report January 28, 1998 Page 9 

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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% ofparticipating 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 ofthe 

### 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-offon June 5m consisted ofmedia 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-offincluded a host oftent-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 kickoffwas followed by print ads in the newspapers. These ads fearured $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 ofthem have limited staffresources. Generally, the efforts ofthe region's utilities to market 

### Wash Wise are not fully documented.

Wash.Wise Pr.ogram and Market Progress Report January 28. 1998 Page 10

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Table 1. '·· ... 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 ofRECWs PEA estimates that the market share ofRECWs purchased through the Wash Wise program is now exceeding 

## i2 percent ofclothes washer sales in the Nonhwesuprogram area on a monthly basis. Total regional sales ofclothes washers are estimated at about 21,400 units per month, and in October, the WasMVisc Program recorded sales of2,684 units. For 1996. the Association ofHome 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 of6.1 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 MonthlyS8les . 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 WashWise Program and Market Progress Report January 28. 1998 Page 11


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### \

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l 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 ofJune through October. 

### In October, 

### Wash Wise received invoices from retailers indicating 2,684 rebates 1, compared to an estimated total washer sales of21,400 per month, for a market share of 12.5% (see Figure 3.). .4 •• - - ,- ,.,J.-·-**~** ,,**~.** ::·-- ..- ·- 

### ... 

## PROGRAM STATus· WASHWISE MARKET SHARE RECW RebatBs By Month as a% of Total Program Area Sales 20.00%--, 15.00% --i I 

## I 10.00% _: 5.00% 

## 1 0.00% ' 

### Figure 3 I JUlll Jut{ I A111.


### 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 ofprogram activity.
The Washwise program tracks the number ofinvoices 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 ofcalculating 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.

WashWise Program and Market Progress Report January 28, 1998 Page 12•.c;.' • ·.'-:"" •.**~** •· ..••**~.** ,_;,,. 

## PROGRAM STATUS**~!** ....................................................................... .. 

### SALES BY RETAILER TYPE There is no current. reliable national estimate ofsales ofRECWs. 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 avatlability ofthe 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 ofprevious years sales nationwide, which is plausible. CEE estimates that RECW sales are 

### 3% to 4% ofthe total clothes washer market. A better estimate ofnational sales ofRECWs may be available for the next Market Progress Report.

Page 13

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### · 1 WashWise Program and Market Progress Report January 28, 1998 

## PROGRAM**STATU~**

Page I<t

# 4. CONSUMERAWARENESSANDACCEPTANCE 

# ....[

# ................................................ .. 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 ofthe 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 ofshopping 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 oftheir 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 halfof 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% ofpurchasers), 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, smalI town, and rural areas. While 31

### % ofpurchasers were between 45 and 

### 55 years ofage, 29% were over 55. Ofthose who responded to a question about income, about 36% ofthe initial purchasers had incomes ofless 

### 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%) ofthe 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.

WashWise Program and Market Progress Report January 28, 1998 Page 15

# \

\ 

# .**~~.** -.. •, :!
....-r;.-·'"'-

,..4.. ·... 

## CONSUMER AWARENESS AND ACCEPTANCE Forpurchasers, retailers were the primary source ofinfonnation 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 ofinformation, 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% ofpurchasers. About 5 I% ofpanicipants 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 ofthe 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 cIear. but may reflect the influence ofthe utilities' sponsorship ofthe program. When asked ifthey would have purchased a front loading washing machine rather than a top loading washing machine 

### ifthe rebate was not offered, 76% said that they would have, orprobably 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 ofthese initial purchasers

WashWise 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 ofsatisfaction with the RECWs. On a lengthy list offeatures 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 Ofthe 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. Halfofthe 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 of32 top-load shoppers reported a price range over $550. A greater proportion oftumble 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 

### of32) oftop-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 ofRECWs, who did show a predisposition to purchase RECWs rather than conventional units. The monthly sales have. increased greatly since then, and a survey ofmore 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 

### ,.

# \ 

# \ 

# \

I\ 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 oftumble-action washers. Among the 19 top-load shoppers who had heard something, and the I0 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 oftumble-action washers to tumble action shoppers more often than they did to top-load shoppers. Ten ( l0) 0f 

### 32 top-load shoppers said a salesperson talked with them about tumble-action washers, and 7 of l0 tumble action shoppers said a salesperson talked with them about the machines. All 7 ofthe tumble action shoppers reported that the salesperson told them about washer's features and benefits, whereas this was reported by only halfofthe top-load shoppers. For both types ofshoppers, only two people said the salesperson recommended tumble-action washers over toploaders. Thee-quarters ofall respondents said that they did not see any point-of-purchase materials for tumble-action washing machines. Ofthose who did see some kind ofpromotional materials, only two (one top-load shopper and one tumble action shopper) reported seeing Wash Wise's 

### 'Discover a New Way ofWashing' brochure. None ofthe 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, theirjob is to sell clothes washers. If

### a customer has some interest in tumble action washers, the sales person will respond to that interest, but ifthe customer has no knowledge oftumble 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 ofsales personnel could be improved. Some ofthis mayjust 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

WashWise 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.

WashWise 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. APPLIANCERETAILERS Approach PEA worked with Gilmore Research Group and PECI to develop a survey that Gilmore then conducted with 205 retailers. About three-quarters ofthe individual respondents both sold and managed the sales ofclothes washers, while the remainder performedjust one ofthose two functions. Questions covered topics such as reaction to the 

### Wash Wise Program elements, pricing of standard clothes washers, and sales ofRECWs, · 

### Key 

## Findings from Research A. Satisfaction with Wash Wise Program Elements. Retailers found the pomt ofsale 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% ofretailers thought that the promotional video was very useful. Retailers had few problems with program procedures or getting additional promot1onal materials. Only 38% ofretailers could recall either seeing or hearing a 

### Wash Wise ad; most ofthese 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 ofmarketing support for RECWs that 

### Wash Wise could provide. Retailers were split on the effectiveness ofthe rebate in influencing purchase decisions. A total of42% ofretailers 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 halfofthe RECW purchasers (mean 46%, median 50%Ywould have purchased a standard, top loading machine ifthe rebate were not available. If

### the rebate were not offered, only 12% ofretailers thought that the demand for RECWs would continue at the present level, while 22% thought the market would permanently lose momentum, and 57% 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% ofcustomers who were shopping for washers were shown a RECW at the retailers. Retailers were asked to rate the importance ofa 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% ofrespondents, 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 RECWCost Barrier The higher price ofRECWs has been identified by the 

### TIIELMA study and other reports as one ofthe major barriers to market transformation in the clothes washer market. Data on the sales price ofRECWs are available in great detail from the 

### Wash Wise database. Pricing on comparable models was requested as part ofthe retailer survey. Additionally, retailers were asked a series ofquestions 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 ofprices has occurred. For the month ofOctober, 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 ofthe program, a trend that may continue. One Portland retailer was WashWise 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 ofless 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 ofoper: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 oftheir customer spend for top loaders. :-.tost retailers (48%) selected the $450 to $549 price range, and 37% selected the $350 to $449 pnce range. Ret.ailers were then asked to 

## MARKET SHARE POTENTIAL estimate the average price oftop 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 ofabout $300 before the rebate, and $170 after the Wash Wise rebate. Again. some softening ofthese prices has occurred. The retailers were then asked what percent ofcustomers 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 of30% ofcustomers 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 ofcustomers will value the features ofRECWs sufficiently to 

### pay significant incremental costs. · 

## c.**Otlt~r** 

### Sil(niftcant Responses 

### byRetailerRepresentatives. About two-thirds ofretailers 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% llfthe retailers. · Retailers reported that. prior to the 

### Wash Wise Program,**~ost** sold either no REC\\'s**(~2%)** nr l'nly 1% RECWs (13% ofretailers), 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% ofsales, 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 if10o/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 I0 About halfofthe n:f'Jiicrs believe that tumble action washers will dominate the market as consumers become more familiar with them. Finally, 88% ofretailers believe that**RECW~** dt'an clothes better, 98% believe that they are more efficient. and 89 1 % l,fretailers 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 ofRECWs. WashWise Program and J\larktt Progress Report January 28. 1998 ·Page 24

# 6 . MANUFACTURERS

................................................ lmll 

## Approach PEA interv1ewed the six U.S. based manufacturers ofclothes 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% ofthe 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 

# aGE labeled version ofthe current Frigidaire RECW to market in a couple ofmonths. 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 isjust 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 offa 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 ofFederal Standards, are a product that they want to pursue. A nonMaytag source noted that Maytag expects RECWs to be 10 percent ofthe 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 QfRECWs 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 ofRECW is a major barrier even with utility rebates. GE believes that the RECW market may only be 5% to 6% ofthe 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 oftheir RECW (about 2% ofthe market may be Frigidaire RECW). They expect sales to continue to increase, and with their relatively lower price RECW, definitely notice the impact of WashWise 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 oftheir 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 ofthe 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 ofutility 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 ofother companies' products are not the result ofpent-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 ofutility efforts, they have not focused additional marketing resources in areas ofthe 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.

WashWise Program and Market Progress Report January 28, 1998 Page 27

### Table 2. 

### Manufacturer's Perception ofthe RECW Market Estimated RECW Market HaveRECWs Manufacturer Share(%) Increased your Whirlpool GE Frigidaire Maytag Amana 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

WashWise 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 PROGRAMSAND 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 ofthe process that resulted in the selection ofthe 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 ofthe 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 ofbill 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 ofutilities 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 ofUnderstanding 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 ::l

### I i 

## I \ \ i 

# . I

I ' I**~** ·_7 

## NATIONAL PROGRAMS AND FEDERAL STANDAR: indicated that there was intereston the part ofthese 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 ifor 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 ofseveral elements, including public service announcemet and media coverage, coordination ofpromotional 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% ofthe country's consumers. Their draft goal for 1998 is to expand to 25% ofall 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% ofall 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
WashWise 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 kickoffno earlier than May. The Northeast Energy Efficiency Partnerships, Inc. (NEEP) is facilitating development ofthat effort. Several New Jersey utilities mayjoin 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 ANOPR for clothes washers, followed by the Notice ofProposed Rulemaking (NOPR) in January 1999, and publication ofthe 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 ofa 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.

WashWise 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

# I ., :.. 

# 8. PROGRAM, PRODUCTAND MARKETISSUES
During PEA's efforts to develop this report, several issues of significance were identified which did not fit neatly into the sections ofthe report as outlined. These issues are worth consideration either as program design factors and/or as potential indicators ofmarket progress. 

### Interacting With Other Utility Programs PEA briefly examined the impact ofother 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 ofOregon 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. Ofcourse, purchasers will not fully receive the benefit ofthe tax credit until early 1999, when taxes are due for 1998. The tax credit will be based on the lessor of48 cents per kWh saved or 25% of the cost ofthe unit. The Oregon Office ofEnergy estimates that the actual credit amount will be around $200 initially, depending on the unit purchased. This credit would be on top ofany 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 ofthis 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 33t. 

## 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 ofspecial 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 ofRECWs, 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 ifused "in moderation." Most of the manufacturers include samples ofthe high efficiency detergents with their products. One manufacturer mentioned that they went to great lengths to research the use ofvarious 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 ofthe 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 shelfspace 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 ofthe Berne example) are an indicator ofmarket progress.

Frigidaire md1cated that their research suggests that the cost ofusing 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 ofthe 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 ifused "in moderation."

WashWise Program and Market Progress Report January 28. 1998 Page 34

# 9. CONCLUSIONS AND RECOMMENDATIONS Key Findings ofthe Wash Wise 

## Market Progress Report 1. The WashWise program has been a remarkably successful market introduction ofRECWs 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 ofRECWs 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 ofRECWs was rated satisfactory hy at least 95% ofrespondents. About 9 out of I0 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 oftheir customers a RECWsat 

### an incremental cost of$200, and halfofall customers would buy a RECW at an incremental cost of$100. Ifmarketplace competition can be increased, incremental costs should drop from today's costs, and sales should increase. 

### 5. Most consumers are unaware ofthe WashWise program prior to entering a retailer establishment to shop for clothes washers. Even though sales have exceeded projections, consumer awareness ofthe benefits ofRECWs and the supportive rebate offered by the Wash Wise campaign is a weak point. Retailers provide different levels ofinformation to aware customers. Despite their support ofthe program, the retailer'sjob is sales, not educat10n. 6. The program contractor bas done an excellentjob at managing a rapidly expanding project. Appropriate mid-course corrections were made to adjust to a higher than expected number ofretailers participating in the program and the strong sales ofRECWs. Marketing efforts were successful 

### in recnntmg the participation ofmajor national retail chains. PECI also supported the marketing efforts ofutilities that requested assistanc.e.

WashWise Program and Market Progress Report January 28, 1998 Page 35- --- 

### --------- ' . ",**:~** 

# , CONCLUSIONS AND**RECOMMENDATIONS-~·** 

## Implications for Program Planning The WashWise 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 ofmarket transformation. While this market progress report does not provide all ofthe information needed for that strategy, it does inform several key elements ofthat 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 

### I0% plus markefshare throughout the last quarter ofthe year, which should be impressive to manufacturers.

.. Work with CEE, Energy Star and others to better document the national market share, or even ofthe 

### 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 Starprocess.

.. 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 ofthe market potential ofRECWs. 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 ofthe benefits ofRECWs, even after visiting 

### a retailer. While some might believe that the
WashWise 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 theirjob is to sell clothes washers, and any clothes washer will do. Retailers will not risk a sale for purposes ofeducating a customer. 

### Ifa customer simply asks about tumble action washers, the nature ofthe sales presentation and the information provided to that customer will change. Steps that the Alliance could have Wash Wise 

### take include:

.. More specific inclusion ofutilities in the marketing campaign. Utilities are a very credible source ofinformation to appliance shoppers. Wash Wise 

### needs to exploit these connections to connect with customers.

.. In the marketing process, continue to emphasize the multiple benefits ofRECWs, not just the rebate. Consumers are buying RECWs 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 ofpossible purchasers. Even ifcustomers are not fully aware ofall ofthe 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 RECWs 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 ofthe 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 ofRECWs 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 ofthe 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.

WashWise Program and Market Progress Report January 28. 1998 Page 38



# ------- 

# t 

# I

### References High Efficiency Clothes Washer Initiative Program Description (and Appendices),Consortium for Energy Efficiency, 1996. Personal commumcationsiinterviews with representatives ofFrigidaire. 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 andMarket 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**";."~·_.,**.....WashWise 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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# l I APPENDIX PURCHASER SURVEY INSTRUMENT

# I I '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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### WashWise 

### 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

### WashWise 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


### The Gilmore Research Group. . ". 

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## . WashWise 

## 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'efused
.............. :... .. .. .. .. ... .. . ... . . . . . . . . . . ... ... . . ... . . ... .. .. .. .. .. .. . ... ... .. .. .. . ... . ... ... .. .. ... 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 

## I 

# I; 

# ••• 

# •a ilD 

### 5

### I



## \. I 

## l: I 

### 1: 

### WashWise 

## 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 . _

# .. -: 

### -6

## WashWise 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 .............................................................................. 0I Don't know/Not sure . ................ ... . . . . ... . . ... .. ............... .................................. 98 Refused
...................................................................................................... 99 

### The Gilmore Research Group skip to QIO skip to QIO

skip to QI 3 skip to Q 13 skip to 013 

### 7

# I
.

'\ '\ :• 

### WashWise 

### 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 skip to QI 5 skip to QI 5 skip to QI 

### 5

skip to Ql6 skip to QI 6

skip to 

### Qt 7 skip to 

### Qt 7

### 8

# ...,. WashWise 

### 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 Town 1Village
................................................................................................ 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.· n,.-·- 

# , WashWise 

### 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

. I - . 

### -

# -·- ;, ;;**!£~**

### .. UM 

### JP ·'-..-..**.~~** . 

# .,.-.

. .. .. ::- .


# APPENDIX INTERCEPT SURVEY INSTRUMENT

# I



# I I 

# I I I I I 

# t 1 J
( 

# l 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. Ifthe 

### $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 - $749 

### 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. 

# IRESPONDENT 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):



# ISKIP TO Q.8 AFTER RECORDING ANSWER TO Q.4 

# ICOMPARISON 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 

# asalesperson 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

# l I I I I I 

# I
":.! 

# I 

# ' i I 

# I 

# ' 1 

# ' ' ' 

# ' ' 

# APPENDIX DEALER SURVEY INSTRUMENT

### WashWise 

## 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

### ~ > >?

Original respondent
.. . ... .. ..... .. .. ... .. .. .. . . . ... . ... .. .. ..... ..... .. .. .. .. .... .. .. .. ........ .. .. .. .. . 5 I Different respondent '
.................................................................................... 52 Don't have tumble action (front load) machines
.............................................. 53 skip to QI skip to QI skip to INT04 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: 

## WashWise 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
...· ......................................**~...........................................................** 

### 0I Sells
..........................................................................................,.................. 02 Both
........................................................................................:............:..... 03 Other (SPECIFY:)
...................................:.................................................. 97 Refused
..........................................................................................**~** ........... 98 

### Q2 Go to 1Nr02 Terminate Terminate Terminate

--·--··· 

## -- ··-- ·-·- ,_..

### ______ __ ...**·----~·'"·-.·--·----~~-~** 

### Re@_ 1-9§., 

## .WTP .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 WashWise 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 skip to Q5 skip to Q5 skip to Q5

skip to Q5 skip to Q5 skip to QS

# ' f

11" 

# {. I I
J 

### 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

## WashWise 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 WashWise? 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~~:.------· ~nrts** **91 #,~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$ I0 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 WashWise 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? 

### Afew
........................................................................................................... 

### I Some
........................................................................................................... 

### 2 A lot
............................................................................................................. 3 No/none
....................................................................................................... 4 Don't know/Not sure ....·...... .... ............. . . . . . . ... . .... . ... .. .............. ............. ... .... .... 5 Refused
........................................................................................................ 6



### 1e Gilmore Research Group skip to QIOA skip to QIOA skip to 

### Qt OA '·- ..**~**

### WashWise I 

### Retailer Questionnaire 6 

### QlO Do you think the WashWise 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
.............................................................................. OI 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 ..................... ..... . . .... ................................................. I01 Refused ................................................................,. .. . . . . .•. ... .. . ... ... ... .. .. .. . . . . I02 

### 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 WashWise 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 skip to QI 6 skip to Qt 6 skip to Ql6 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 skip to Ql6 skip to Qt6

### 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 effecl
. . ... ... ..... ... ... .. .. . . . . . . . . ... . . ... ... ...................................................... I A minor effect, or .. ... .. .. .. ... . . . . . . . . . . . . . . . . .... ... . . . ... .... . ... . . . ... ... . . . . . . . . . . . . ... ... . . ... . . . . ... 2 >lo effect JI all
............................................................................................... 3 Don't know/Not sure ..........................................;.......................................... 4 Refused
.................................................................................,...................... 5



### The Gilmore Research Group



## ----------· I . \

I i

### 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 WashWise 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 ...................................... ........................................... I0 I Refused .. .. . . . ... .. ...... . . . . ... ... ... . ... . . . . . . ... .. . . . . . . . . . . . . . . . . . . . . . . . . . . . ... .. .. ...... .. ... .. .. ...... I02 

### Ql8 ·1&"1"\QN'T 'L'11.lQ"' 1 111.1

### 0T··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 .. .. .. .... .. .. .. ... . ... . . ... .. .. .. .. .. .. .. .. .. .. .. .. .. .. .... .. .. .. .. .. .. ... .. .... I0 I Refused ... . . . . ... .. .. .. .. ... . ... .. .. .. .. .. .. .. .. .. .. .. . . . . . . . ... .. . . . . . ... . ... .. .. . . ... .. .. .. .. .. .. .. .. ... . I02 

## Q20 . 

## REAb"ITtrDPTO 4·RESPONSES**"pRJ~s~rE:NTEo** 

## TOtoNftNuE
... ....•.,.•'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 

# '**~** : .**~**

: .: :=·-:.

## WashWise 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 . . . . ... . . . . ... .. . . .... . ... ........... .. ... . . . . . ... . . . . . . . ... .. .... ....... ........ .. I0 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 1unmil: 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 . . . . . ... ... . .... . . . . . . ... ... .... .. . . ....................................... ... ... . . . ... ............. I02 

### 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 ......................................................................**~..........** I0 I ?efused ..................................................................................................... I02



### Jilmore Research Group

### WashWise 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 . . ... . . . . . . . . . . . . . . . . . . ... .. .. . . . . . . . . . . . . . . . . . . . . . . . . ... . . . . . . . . . . . . . .... . . . . . . . I0 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 th:.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

# ~**:·:~~**

- -...·.:

## WashWise 

## I Retailer Questionnaire 14 

## Q30B Have the manufacturers provided you with any consumer education support for the machines? Yes .............................................................................................................. Alittle/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