Abstract:
Wood remains the most popular material for deck construction. For centuries,
consumers have chosen wood because of its desirable qualities and aesthetics. In recent
years, wood plastic composites (WPC's) have seen rising demand as alternatives to
wood decks, despite a large price premium. In addition, the removal of CCA treated
wood from the residential market has resulted in substitution of more expensive wood
preservatives that will lessen the price gap between the two products. Little research has
been performed on homeowner perceptions of WPC's as decking material. Data was
accumulated from consumers through computer aided questionnaires using choice-based
conjoint analysis at home shows. The four locations are Atlanta, San Diego, Toronto
and West Springfield. Consumer attitudes and desires were measured concerning
decking material to provide decking manufacturers information for constructing
marketing decisions. A sample of 1,285 respondents demonstrated consumer
preferences for decking material attributes such as material, price, maintenance and
lifetime. Results include the universal negative perception of treated wood and the
growing acceptance of WPC's. Although results varied from region, overall naturally
durable wood represented the most preferred decking material by consumers.
