Alexandria, VA — Durability is the chief factor that consumers consider when making a household purchase, but they may not have the information they need to accurately judge durability, according to new consumer research.

Once consumers have more information about what influences durability, they are more likely to factor that information into their decision making. And, consumers say that durability has a greater influence on their purchase decisions than price or name brand. An important factor in the durability of a product is its coating/finish.

In a national telephone survey, based on a random sample of heads of households, conducted for The Powder Coating Institute, a majority of respondents could not recall making a purchase decision based on the finish of a metal product. However, consumers who were aware of powder coating were also aware that it makes a product more durable and attractive, factors that influence their purchases.

While hundreds of products in the home from major appliances to lawn and patio furniture, to hand tools, to toys and baby furniture, to kitchen and bath fixtures are finished with a powder coating, only 26 percent of respondents, when aided, were aware of powder coating as a type of finish. Once they were told the advantages of a powder coated finish, 85 percent said they would be more likely to buy a product with a powder coated finish, primarily because of its resistance to chipping and scratching (71 percent) and its durability (69 percent).

"Consumers know exactly what they want in products. They want them to be long lasting and to hold their appearance for the lifetime of the product," said Greg Bocchi, Executive Director of the Powder Coating Institute, the trade association that represents manufacturers and suppliers of powder and the equipment used in its application, as well as custom powder coaters. "Consumers look to a variety of sources including manufacturers, retailers, family and friends, advertising, and the consumer press to help educate themselves so they can make smart choices about product characteristics, including durability."

Powder coating, often called "dry" painting, is an environmentally friendly product finishing process which offers finishes in a wide variety of styles and colors. Recent advancements in powder coating technology have made it available for use on a vast range of consumer products.