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Door hardware buyers want security, but they also want neat designs, finishes and features

Hickory Hardware™, a company whose heritage brands have graced estates like North Carolina's Biltmore, recently surveyed a panel of consumers to better understand what Americans look for in door products and to help offer better advice to its customers. The company, whose new Designer Collection of door hardware recently launched around the country at Expo Design Centers and The Great Indoors, says the results hold a few surprises for retailers and consumers.

David Fields, Hickory Hardware's channel marketing manager and Home Improvement Research Institute board member, says the research suggests that door hardware consumers fall into four distinct categories: Conscious Designers, Security Seekers, Feature Seekers, and I Can't Deciders.

Understanding your buying style, notes Fields, can help you make the most of your purchasing decision. "If you know your style, you can compensate for features you might overlook, and make the right long-term decision for your home. Buying door hardware can be a major investment that can cost thousands of dollars and last more than 20 years. Doing a little extra homework before you buy can save you time and money, and help ensure satisfaction with your purchase."

"For example, our research shows that Conscious Designers want both style and security. They are often facing a major life event, like buying a home or taking a new job. Elegant design for these consumers frequently represents a personal reward.

"Security trumps all for the Security Seekers. Their decision is based primarily on what they perceive as the level of security offered by a hardware piece they're looking at. While door hardware manufacturers generally provide similar levels of security, these shoppers want what they think is the highest security value for their dollar.

"Feature Seekers are the techies of the field. They come into the store prepared and want features that set their hardware choice apart from the rest. These hardware shoppers are looking for options like keyless entry and no-lockout setups, and will spend to get them."

In sharp contrast to these information-laden shoppers is the last group, the I Can't Deciders, who have no idea what product to choose and tend to rely on recommendations from store personnel. They are influenced heavily by the in-store experience.

Who spends the most on door hardware? Fields says it's the I Can't Deciders, who often make an impulse buy based on brand name, packaging, and frequently, a high price, which they equate with superior quality.

Still, whatever the type of buyer, Fields' research indicates that comparing product benefits proves most difficult for shoppers.

"While television programs and in-store advice reign as primary sources for most door hardware consumers," says Fields, "other resources like manufacturer websites, product brochures, advice from building professionals, and magazine articles can help you make an informed decision about your door hardware."

Fields also notes that the very best manufacturers clearly provide the benefits on the packaging. "Giving consumers information is what it's all about," he notes. "We've tried to do that with our new Designer Collection packaging."

You can check out Hickory Hardware's Designer Collection at Expo Design Centers and The Great Indoors. The collection offers premium security, a variety of attractive finishes, elegant designs, and moderate price points.

For media information, contact Lauren A. Frohne, public relations, Koroberi, Inc. (www.koroberi.com), by phone at (919) 960-9794 ext. 25 or by e-mail at lauren@koroberi.com.

For sales or marketing information, contact Hickory Hardware at (877) 556-2918 or e-mail info@hickoryhardware.com.