Yet, it is difficult for consumers to evaluate a program that doesn t exist today. Three in ten cited it as very important. We know NATE is going to be very important to consumers. We just do not know quite how many consumers will seek out companies with NATE certified technicians. Sixty-one percent of respondents cited reputation.
Age impacts the factors consumers consider important when selecting a service company.
Price mattered far more to younger consumers than older ones. As income increases, reputation is more likely to be important and price and brand are less likely to be important. The importance of brand is especially significant for manufacturers. Not only does brand s importance decline with income, but it is older Americans who care the most about brand. Thus, it would seem that brand name importance is slated to decline in the industry unless manufacturers take action.