NKBA Lifestyle Segmentation Report
NKBA members are eligible to purchase this report for $99. To purchase the full 2018 NKBA Lifestyle Segmentation Report at the member price, please contact the Member Relations team at 1-(800)-THE-NKBA.
NKBA’s Lifestyle Segmentation Study surveyed more than 800 consumers who either recently remodeled their kitchen or are currently planning a kitchen remodel. This research identified five unique segments in the kitchen remodel/installation market based on consumer lifestyles. These three differentiating elements were used to segment respondents -- confidence levels regarding cooking abilities, confidence in kitchen design abilities, and comfort level using technology in the kitchen.
This research explores homeowner attitudes and behaviors regarding cooking, meal preparation, entertaining and kitchen design, and the influence of their lifestyles on the kitchen remodel and installation process. The report also provides data on family dining, how they prepare meals, entertain, what other activities occur in the kitchen (e.g., paying bills, homework), how they use technology in the space, their storage needs, etc. The study offers a correlation between these elements and design, the need for professionals in the remodeling process, how and where consumers shop for and buy kitchen products, and more.
To view the Executive Summary of this report, click here.