.j 

### Clothes Washer Consumer Analysis Focus Groups Methodology: e 

### 2 focus groups were held in each ofthe following regions:

- Washington, DC - San Francisco, CA

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

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# FeaturesfromFocus Groups Frequency 

### Percentage Features in Top 10 

### out of90 Price 75 83% Capacity 73 81% Energy & Water Costs 65 72o/o Load Size Options 61 68% Durability 54 60% WaterTemperature Options 54 60°/o Door Placement 38 42% Quiet Operation 36 40% Wash Time 34 38%

Warranty 33 37o/o Multiple Wash Cycle Options 30 33% HorizontalNertical Axis 25 28%., ClothesWasher ConsumerAnalysis 

### Conjoint Analysis Methodology: • Respondents evaluated tradeoffs between top clothes washerfeatures obtained from focus groups • Tradeoffdata d.etermines 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 inConjoint
• Price: Retail price ofclothes 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 FullSample Income 65 &older 18-24yrsold 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 were 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 ofchanges in non-price equipment features•1 

# Purchase Scenarios

EstimatedProbabilityofPurchase Standard Medium HighEfficiency HighEfficiency Efficiency Efficiency FrontLoad HighEfficiency Sample Group (0% (20% (40% NoHotWater Front Load, improvement) improvement) improvement) ConstantPrice Full sample 0.59 0.58 0.36 0.21 0.75 LowIncome 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 HaveTried H-Axis 0.57 0.56 0.39 0.19 0.78 WouldConsider H-Axis 0.56 0.55 0.42 0.21 0.78 WouldNotConsider Axis 0.67 0.64 0.21 0.23 0.62

# Conclusions
• Hotwater, 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. 

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