# ·ConsumerAnalysis Clothes WasherWorkshop

# ClothesWasher ConsumerAnalysis July 22, 

### 1999 U.S. Department ofEnergy Office ofEnergy Efficiency and Renewable Energy Office ofCodes and Standards 1000 Independence Avenue, SW Washington, DC 20585ClothesWasher ConsumerAnalysis 

### Objectives: • To determine which clothes washer features consumers value most • To estimate how changes in the attributes are likely to affect clothes washer purchasesClothesWasher ConsumerAnalysis 

### Methodology: • Focus Groups - elicit 6 - 8 most important features • Conjoint Analysis - rank order the 

### 6 - 8 features to determine their utility and estimate elasticityClothesWasher ConsumerAnalysis Focus Groups Methodology: • 2 focus groups were held in each ofthe following regions:

- Washington, l:?C - San Francisco, CA

- Madison, WI - Miami, FL Dallas, TX • 8-12 participants per session (90 participants in total). • Participants volunteered features important to them • Participants then asked to list 10 most important features from list developed by group

# Featuresfrom FocusGroups Frequency Percentage Features in Top 10 out of 90 Price 75 83o/o Capacity 73 81% Energy & Water Costs 65 72% Load Size Options .61 68°/o Durability 54 60% WaterTemperature Options 54 60°/o Door Placement 38 42% Quiet Operation 36 40°/o Wash Time 34 38%

Warranty 33 37% Multiple Wash Cycle Options 30 33°/o HorizontalN ertical Axis 25 28%ClothesWasher ConsumerAna1ysis


### · Conjoint Analysis Methodology:

• Respondents evaluated tradeoffs between top clothes washer features obtained from focus groups • Tradeoff data determines the value consumers placed on the clothes washer features • Total sample of429 respondents divided across four regions:

- Washington, DC - San Francisco,. CA

- Madison, WI - Dallas, TX

# FeaturesUsed in Conjoint
• Price: Retail price of clothes washer ($400, $450, $650) 

### • Savings: Annual water and energy savings ($0, $10, $50)



### . • Capacity: Standard or extra large (20 percent greater) 

### • DoorPlacement: Front ortop loading 

### • Wash Temp: With hot water (cold, warm, hot) orwithout hot water (cold, warm) 

### • Load

### Size: Adjustable or nonadjustable

# Rankings by 

# Demographic Groups

Would WouldNot Low Recent HaveTried Consider Consider Full Sample Income 65 &older 18-24yrs old Purchasers Horizontal Purchasing Purchasing Axis H-Axis H-Axis

.. Machine Machine Price 26% 30% 22% 31% 22% 26% 26% 25% Savings 14% 16% 11% 19% 9% 13% 15% 9% Capacity 7% 8% 5% 9% 6% 8% 8% 5% DoorPlacement 11% 10% 13% 11% 11% 9% 8% 20% WashTemp 18% 16% 19% 13% 19% 19% 19% 15% LoadSize 25% 20% 30% 16% 32% 26% 24% 26%Clothes Washer Consumer Analysis 

### • Purchase Probabilities: • Conjoint results "'(ere used to estimate the probability of purchasing a clothes washer based on equipment characteristics + 

### The purchase probabilities were analyzed in two ways:

- Using price information to estimate market impact ofan efficiency standard

- Holding price constant to to assess the impact on consumer utility of changes in non-price equipment features

# Purchase Scenarios

EstimatedProbabilityofPurchase Standard Medium HighEfficiency HighEfficiency Efficiency Efficiency FrontLoad HighEfficiency Sample Group (0% (20% (40% NoHotWater FrontLoad, ConstantPrice

.. improvement) improvement) improvement) Full sample 0.59 0.58 0.36 0.21 0.75 Low Income 0.65 0.63 0.41 0.26 0.78 Elderly 0.59 0.59 0.39 0.26 0.66 Young 0.64 0.61 0.29 0.28 0.76 RecentPurchasers · 

### . 0.55 0.54 0.33 0.17 0.67 HaveTriedH-Axis 0.57 0.56 0.39 0.19 0.78 WouldConsiderH-Axis 0.56 0.55 0.42 0.21 0.78 WouldNotConsider Axis 0.67 0.64 0.21 0.23 0.62

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# Conclusions
• Hot water, load size adjustment, savings, and price most important clothes washer features. • Price is the most important consideration. • Door placement is not as important as other features. • Demand for clothes washer more inelastic for current washer owners.