Composite Decking Image Study 2006

An industry-wide study on the perceived market position of branded products in composite decking and railing systems, this is the third in the series that began with Principia's benchmark WPC Image Study 2001. The 2006 study is timed to provide an appropriately spaced interval in order to reveal trends and patterns essential for business and marketing planning in this fast-paced market.

The study reveals perceptions and opinions of all key audiences, including influencers, distributors, points of sale, installers and homeowners.

The image of the composite decking category vs. traditional materials will be rated to determine strength of this growth segment. Brand strength of selected composite decking products will be ranked against a variety of product and service attributes. The image of leading composite decking brands and related manufacturer services will be assessed. Brands will be measured against a defined range of supplier attributes (e.g., product quality, innovation, service/support and industry commitment).

For composite decking and railing producers, the brand image of their products has never been more important to know and to understand. Who will emerge as new winners in this high growth industry, in light of changing market conditions and perceptions?

Decking Image 2006 answers these key questions, and reveals much more detail about the standing of key brands in the eyes of participants all along the value chain.

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