Turkey's well-established and innovative insulation brand İzocam announced the results of its survey on consumers' insulation preferences. What do consumers think about insulation? Which insulation types are more preferred? How do consumers decide when choosing an insulation brand?
İzocam, Turkey's well-established and innovative insulation brand, has carried out an important survey with the aim of improving consumer satisfaction. In the survey, which addressed consumers' insulation preferences, the satisfaction rate of consumers who had insulation using İzocam products was determined as 97 percent. The survey covered important questions such as "What do consumers think about insulation?", "Which insulation types are most preferred?" and “How do consumers decide when choosing an insulation brand?”.
The survey, through which İzocam aimed to determine consumers' perspectives and needs on insulation, was conducted by the independent research company Sia Insight with 400 consumers living in Istanbul, Ankara, Adana, Izmir, Bursa, Diyarbakır and Samsun metropolises between September 12th and 19th, 2023. Within the scope of the survey conducted with individuals who make the decisions on insulation-related matters/have an influence on decisions regarding insulation brands, opinions of individuals over the age of 25 were sought. Of these individuals, 24 percent were
women, 76 percent were men, 300 were homeowners or apartment managers, and 100 stated that they are planning to buy a house in the next 2 years.
9 out of 10 people who use İzocam products recommend them
According to the results of the survey, the most well-known brand in the insulation industry is İzocam. It was determined that İzocam's brand awareness, which was determined as 89 percent in total, reached 96 percent in the 55-64 age group. İzocam, which is associated with consumers by offering quality products, being a well-established, strong brand with widespread dealers and good energy saving, has reflected its success in consumer satisfaction to the results of the survey. Ninety-seven percent of consumers who had insulation using İzocam products shared that they are satisfied with İzocam. Nine out of ten users who use İzocam products stated that they recommend İzocam insulation products to those around them. In addition, it was determined that İzocam is the most preferred brand in all insulation types. It was determined that one in every two consumers who had heat or sound insulation preferred İzocam products.
What do consumers think about insulation?
According to the results of İzocam's survey, consumers in our country mostly associate the concept of insulation with reducing heat conductivity. In the minds of consumers, insulation primarily means protection from cold and heat and heat savings. Accordingly, 31 percent of consumers associated the concept of insulation with protection from cold, 27 percent with protection from heat, and 20 percent with heat saving. On the other hand, sound insulation, which was mentioned by 15 percent of consumers as the first thing that comes to mind when it comes to insulation, was the second most associated with insulation after thermal insulation.
Which insulation types are more preferred?
Nine out of ten consumers participating in the survey stated that they had had insulation done before. It was determined that 90 percent of consumers who stated that they had had insulation before preferred insulation to prevent heat loss, followed by those who had insulation for sound insulation with 22 percent. Consumers who had sound insulation stated that they preferred sound insulation primarily to prevent outside sound and noise. Those who had insulation to prevent heat loss and sound were followed by those who had insulation for water insulation with 15 percent and those who had insulation for heating, ventilation and air conditioning (HVAC) systems with 8 percent.
How do consumers decide when choosing an insulation brand?
It was determined that the experiences of acquaintances and the advice of masters played a very important role in the decision-making process about insulation, especially thermal insulation. According to the results of the survey, consumers mostly prefer the thermal insulation brand recommended by the master they work with or by an acquaintance. It was determined that consumers' preferences for water and sound insulation are more influenced by brands that they have used before and been satisfied with, or that have been recommended by an acquaintance.