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Hardware

Brand Use Study for LOCKSETS, HARDWARE

Survey Years:
Quality Rating
Awareness & Use
About the Study
LOCKSETS, HARDWARE-2004-Quality Rating

Quality Rating

How do you rate the QUALITY of each brand you are familiar with?

Census Region
TotalNortheastMidwestSouthWest
base: BUILDER builders
Baldwin4.44.54.44.44.5*
Schlage4.44.44.44.34.3
Yale4.04.1*4.0*4.04.2*
Master Lock3.94.1*4.1*3.73.6*
Kwikset (incl. Titan)3.83.73.73.83.7
American Lock3.73.9*3.9*3.3*3.7*
Best Lock3.73.8*4.3*3.3*3.0*
Ives3.74.1*3.7*3.8*3.1*
Stanley3.73.8*3.8*3.63.8*
Weiser3.74.1*3.83.73.5*
Gainsborough3.5*3.0*3.7*3.2*4.5*
National3.5*4.0*3.8*3.3*3.3*
Valli & Columbo3.5*3.0*4.0*3.1*4.0*
Weslock3.53.9*3.6*3.63.1*
E-Z Lock3.43.4*3.9*3.1*3.2*
Omnia3.4*4.3*3.3*2.9*3.8*
Harloc3.13.3*3.3*2.8*4.5*
Ideal3.0*3.0*3.3*2.8*4.0*
Falcon2.9*3.0*3.5*2.5*3.3*
GU Hardware2.7*4.0*3.0*2.3*
Hardware Technology2.4*3.0*3.0*2.2*
Average Sale Price
Under $125K$125K-$199K$200K-$349K$350K+
base: BUILDER builders
Baldwin5.0*4.44.34.4
Schlage4.3*4.34.44.3
Yale4.0*3.8*4.23.9
Master Lock4.5*3.8*3.83.9
Kwikset (incl. Titan)3.7*3.93.73.7
American Lock3.5*3.5*3.7*3.9
Best Lock4.0*2.9*3.8*4.0
Ives3.6*3.6*3.9
Stanley3.4*3.6*3.8*3.8
Weiser3.7*3.73.83.7
Gainsborough3.3*3.0*4.0
National3.9*3.4*3.3
Valli & Columbo3.0*3.2*3.9
Weslock3.5*3.7*3.73.3
E-Z Lock3.0*3.2*3.5*3.4
Omnia2.3*2.8*3.9
Harloc2.0*3.2*3.1*3.3
Ideal2.0*3.0*3.3
Falcon4.0*2.7*2.7*3.3
GU Hardware2.0*2.5*3.3
Hardware Technology2.0*2.3*3.0
Units Built
1-45-4950+
base: BUILDER builders
Baldwin4.44.44.2*
Schlage4.34.44.4
Yale4.04.13.9*
Master Lock3.93.93.7*
Kwikset (incl. Titan)3.63.93.9
American Lock3.7*3.9*3.2*
Best Lock4.3*3.6*2.5*
Ives3.8*3.7*3.6*
Stanley3.73.83.5*
Weiser3.73.83.7*
Gainsborough4.3*3.2*3.0*
National3.6*3.3*3.8*
Valli & Columbo4.3*3.2*2.0*
Weslock3.5*3.63.5*
E-Z Lock3.6*3.43.0*
Omnia3.9*3.1*2.7*
Harloc3.3*3.0*3.2*
Ideal3.5*3.0*2.7*
Falcon3.2*2.9*1.5*
GU Hardware3.0*2.7*2.0*
Hardware Technology3.0*2.4*2.0*
LOCKSETS, HARDWARE-2004-Brand Familiarity
Select Detail Statistics:

Brand Familiarity

Which brands have you HEARD OF?

Census Region
TotalNortheastMidwestSouthWest
base: BUILDER builders436.076.0113.0171.076.0
Schlage89.0%93.0%89.0%87.0%86.0%
Kwikset (incl. Titan)85.0%83.0%85.0%87.0%82.0%
Baldwin69.0%68.0%67.0%72.0%66.0%
Weiser59.0%36.0%72.0%61.0%62.0%
Yale58.0%58.0%57.0%60.0%59.0%
Master Lock50.0%49.0%54.0%49.0%50.0%
Stanley48.0%47.0%54.0%47.0%42.0%
Weslock44.0%25.0%50.0%48.0%45.0%
American Lock29.0%30.0%34.0%26.0%25.0%
Ives24.0%25.0%27.0%21.0%22.0%
E-Z Lock19.0%26.0%19.0%13.0%26.0%
National19.0%18.0%24.0%18.0%13.0%
Best Lock17.0%17.0%18.0%17.0%13.0%
Harloc16.0%9.0%23.0%17.0%8.0%
Falcon11.0%5.0%14.0%12.0%12.0%
Ideal9.0%12.0%10.0%8.0%7.0%
Omnia9.0%13.0%9.0%8.0%11.0%
Valli & Columbo9.0%7.0%10.0%9.0%13.0%
Gainsborough7.0%5.0%8.0%8.0%4.0%
GU Hardware5.0%4.0%5.0%5.0%5.0%
Hardware Technology5.0%7.0%5.0%4.0%3.0%
other4.0%4.0%3.0%4.0%8.0%
indicated at least one98.0%100.0%97.0%97.0%97.0%
no answer2.0%0.0%2.0%3.0%3.0%
none0.0%0.0%1.0%0.0%0.0%
multiple answers
Average Sale Price
Under $125K$125K-$199K$200K-$349K$350K+
base: BUILDER builders20.0103.0159.0149.0
Schlage85.0%83.0%92.0%89.0
Kwikset (incl. Titan)95.0%83.0%87.0%81.0
Baldwin50.0%63.0%67.0%78.0
Weiser70.0%61.0%61.0%54.0
Yale60.0%53.0%63.0%56.0
Master Lock50.0%49.0%55.0%47.0
Stanley60.0%50.0%51.0%42.0
Weslock50.0%42.0%47.0%40.0
American Lock25.0%34.0%28.0%26.0
Ives15.0%20.0%21.0%30.0
E-Z Lock15.0%18.0%21.0%19.0
National10.0%22.0%20.0%15.0
Best Lock15.0%17.0%18.0%15.0
Harloc15.0%19.0%17.0%12.0
Falcon15.0%12.0%12.0%10.0
Ideal10.0%8.0%10.0%8.0
Omnia10.0%5.0%8.0%14.0
Valli & Columbo10.0%5.0%11.0%11.0
Gainsborough5.0%7.0%7.0%7.0
GU Hardware5.0%3.0%4.0%7.0
Hardware Technology5.0%3.0%4.0%6.0
other5.0%1.0%4.0%7.0
indicated at least one100.0%96.0%99.0%97.0
no answer0.0%3.0%1.0%3.0
none0.0%1.0%0.0%0.0
multiple answers
Units Built
1-45-4950+
base: BUILDER builders159.0206.070.0
Schlage94.0%87.0%80.0%
Kwikset (incl. Titan)92.0%83.0%73.0%
Baldwin75.0%67.0%60.0%
Weiser66.0%56.0%53.0%
Yale65.0%56.0%49.0%
Master Lock59.0%45.0%46.0%
Stanley48.0%50.0%43.0%
Weslock46.0%42.0%43.0%
American Lock28.0%29.0%30.0%
Ives26.0%23.0%17.0%
E-Z Lock14.0%22.0%21.0%
National24.0%17.0%11.0%
Best Lock16.0%18.0%11.0%
Harloc14.0%18.0%11.0%
Falcon13.0%12.0%4.0%
Ideal9.0%10.0%4.0%
Omnia14.0%6.0%9.0%
Valli & Columbo13.0%8.0%7.0%
Gainsborough7.0%8.0%4.0%
GU Hardware4.0%6.0%4.0%
Hardware Technology4.0%5.0%3.0%
other5.0%4.0%3.0%
indicated at least one99.0%98.0%93.0%
no answer1.0%2.0%6.0%
none0.0%0.0%1.0%
multiple answers

Brand Innovation

Which ONE brand is leading this category in the area of INNOVATION?

Census Region
TotalNortheastMidwestSouthWest
base: BUILDER builders436.076.0113.0171.076.0
Schlage14.0%13.0%21.0%13.0%7.0%
Baldwin8.0%8.0%7.0%9.0%11.0%
Kwikset (incl. Titan)5.0%3.0%2.0%6.0%7.0%
Weiser2.0%1.0%3.0%0.0%4.0%
Best Lock1.0%1.0%1.0%1.0%0.0%
Master Lock1.0%1.0%1.0%1.0%0.0%
Yale1.0%1.0%0.0%1.0%1.0%
American Lock0.0%0.0%0.0%1.0%1.0%
E-Z Lock0.0%0.0%0.0%0.0%0.0%
Falcon0.0%0.0%1.0%0.0%1.0%
Gainsborough0.0%0.0%0.0%0.0%0.0%
GU Hardware0.0%0.0%0.0%0.0%0.0%
Hardware Technology0.0%0.0%0.0%0.0%0.0%
Harloc0.0%0.0%0.0%0.0%0.0%
Ideal0.0%0.0%0.0%0.0%0.0%
Ives0.0%0.0%0.0%0.0%0.0%
National0.0%0.0%0.0%0.0%0.0%
Omnia0.0%0.0%0.0%0.0%0.0%
Stanley0.0%0.0%0.0%0.0%0.0%
Valli & Columbo0.0%0.0%0.0%0.0%1.0%
Weslock0.0%0.0%1.0%1.0%0.0%
other0.0%0.0%0.0%0.0%3.0%
no answer59.0%64.0%54.0%60.0%59.0%
answered multiple7.0%7.0%10.0%6.0%5.0%
none0.0%0.0%0.0%1.0%0.0%
Average Sale Price
Under $125K$125K-$199K$200K-$349K$350K+
base: BUILDER builders20.0103.0159.0149.0
Schlage0.0%15.0%17.0%13.0
Baldwin5.0%10.0%4.0%12.0
Kwikset (incl. Titan)10.0%6.0%4.0%3.0
Weiser0.0%3.0%2.0%1.0
Best Lock0.0%0.0%2.0%1.0
Master Lock0.0%2.0%0.0%1.0
Yale0.0%0.0%1.0%1.0
American Lock0.0%0.0%1.0%0.0
E-Z Lock0.0%0.0%0.0%0.0
Falcon0.0%1.0%0.0%1.0
Gainsborough0.0%0.0%0.0%0.0
GU Hardware0.0%0.0%0.0%0.0
Hardware Technology0.0%0.0%0.0%0.0
Harloc0.0%0.0%0.0%0.0
Ideal0.0%0.0%0.0%0.0
Ives0.0%0.0%0.0%0.0
National0.0%0.0%0.0%0.0
Omnia0.0%0.0%0.0%0.0
Stanley0.0%0.0%0.0%0.0
Valli & Columbo0.0%0.0%1.0%0.0
Weslock0.0%0.0%1.0%0.0
other0.0%0.0%1.0%1.0
no answer75.0%60.0%58.0%57.0
answered multiple10.0%4.0%7.0%9.0
none0.0%0.0%1.0%1.0
Units Built
1-45-4950+
base: BUILDER builders159.0206.070.0
Schlage19.0%11.0%13.0%
Baldwin13.0%6.0%4.0%
Kwikset (incl. Titan)7.0%4.0%1.0%
Weiser1.0%1.0%4.0%
Best Lock1.0%1.0%0.0%
Master Lock1.0%0.0%0.0%
Yale1.0%0.0%1.0%
American Lock0.0%0.0%1.0%
E-Z Lock0.0%0.0%0.0%
Falcon1.0%0.0%0.0%
Gainsborough0.0%0.0%0.0%
GU Hardware0.0%0.0%0.0%
Hardware Technology0.0%0.0%0.0%
Harloc0.0%0.0%0.0%
Ideal0.0%0.0%0.0%
Ives0.0%0.0%0.0%
National0.0%0.0%0.0%
Omnia0.0%0.0%0.0%
Stanley0.0%0.0%0.0%
Valli & Columbo0.0%0.0%1.0%
Weslock0.0%0.0%1.0%
other1.0%0.0%0.0%
no answer48.0%65.0%69.0%
answered multiple6.0%9.0%3.0%
none1.0%0.0%0.0%

Brands Used the Most

Which brand(s) does your firm USE THE MOST?

Census Region
TotalNortheastMidwestSouthWest
base: BUILDER builders436.076.0113.0171.076.0
Schlage40.0%50.0%49.0%33.0%34.0%
Kwikset (incl. Titan)33.0%29.0%32.0%37.0%32.0%
Baldwin13.0%22.0%7.0%13.0%13.0%
Weiser11.0%4.0%18.0%10.0%9.0%
Maytag8.0%9.0%8.0%8.0%7.0%
Frigidaire7.0%8.0%5.0%8.0%7.0%
Viking6.0%7.0%5.0%7.0%4.0%
Stanley5.0%5.0%7.0%3.0%4.0%
Thermador5.0%7.0%4.0%5.0%4.0%
Yale5.0%5.0%5.0%5.0%3.0%
Amana4.0%4.0%8.0%2.0%4.0%
Dacor4.0%5.0%4.0%3.0%7.0%
Hotpoint4.0%5.0%4.0%4.0%5.0%
Master Lock4.0%4.0%4.0%4.0%3.0%
American Lock3.0%4.0%5.0%2.0%3.0%
E-Z Lock3.0%3.0%3.0%2.0%4.0%
Magic Chef3.0%4.0%1.0%4.0%3.0%
Weslock3.0%1.0%4.0%4.0%3.0%
Best Lock2.0%1.0%2.0%2.0%0.0%
Harloc2.0%1.0%2.0%3.0%1.0%
Ives2.0%1.0%1.0%2.0%1.0%
Wolf Range2.0%5.0%0.0%2.0%0.0%
Admiral1.0%1.0%0.0%1.0%0.0%
Caloric/Modern Maid1.0%1.0%0.0%1.0%1.0%
Falcon1.0%0.0%1.0%1.0%4.0%
Miele1.0%4.0%0.0%1.0%1.0%
Roper1.0%0.0%0.0%2.0%1.0%
Tappan1.0%0.0%2.0%2.0%0.0%
White-Westinghouse1.0%1.0%3.0%1.0%0.0%
Dynamic Cooking Systems (DCS)0.0%0.0%0.0%1.0%1.0%
Dynasty0.0%0.0%0.0%1.0%0.0%
Electrolux0.0%0.0%1.0%1.0%0.0%
Five Star0.0%0.0%0.0%1.0%0.0%
Gainsborough0.0%1.0%0.0%1.0%0.0%
Garland0.0%1.0%0.0%1.0%0.0%
GU Hardware0.0%0.0%0.0%1.0%1.0%
other0.0%0.0%0.0%0.0%0.0%
indicated at least one70.0%68.0%69.0%74.0%64.0%
did not indicate26.0%21.0%26.0%25.0%32.0%
none3.0%9.0%4.0%1.0%3.0%
no answer1.0%1.0%2.0%0.0%1.0%
multiple answers
Average Sale Price
Under $125K$125K-$199K$200K-$349K$350K+
base: BUILDER builders20.0103.0159.0149.0
Schlage30.0%33.0%42.0%46.0
Kwikset (incl. Titan)70.0%33.0%38.0%24.0
Baldwin15.0%5.0%8.0%25.0
Weiser20.0%17.0%11.0%6.0
Maytag15.0%10.0%8.0%6.0
Frigidaire10.0%8.0%6.0%7.0
Viking10.0%1.0%3.0%12.0
Stanley5.0%6.0%4.0%5.0
Thermador10.0%0.0%5.0%8.0
Yale0.0%6.0%5.0%4.0
Amana0.0%5.0%4.0%5.0
Dacor5.0%0.0%3.0%9.0
Hotpoint15.0%3.0%4.0%3.0
Master Lock5.0%3.0%3.0%5.0
American Lock5.0%6.0%2.0%3.0
E-Z Lock5.0%1.0%4.0%2.0
Magic Chef0.0%1.0%4.0%3.0
Weslock10.0%5.0%4.0%1.0
Best Lock0.0%1.0%2.0%1.0
Harloc5.0%2.0%3.0%1.0
Ives0.0%0.0%3.0%2.0
Wolf Range0.0%0.0%1.0%4.0
Admiral0.0%1.0%1.0%1.0
Caloric/Modern Maid0.0%0.0%1.0%1.0
Falcon0.0%2.0%1.0%1.0
Miele0.0%0.0%2.0%2.0
Roper5.0%0.0%2.0%1.0
Tappan0.0%2.0%2.0%0.0
White-Westinghouse0.0%3.0%1.0%1.0
Dynamic Cooking Systems (DCS)0.0%0.0%1.0%1.0
Dynasty0.0%0.0%1.0%0.0
Electrolux0.0%1.0%1.0%0.0
Five Star0.0%0.0%1.0%0.0
Gainsborough0.0%0.0%1.0%1.0
Garland0.0%0.0%1.0%1.0
GU Hardware0.0%0.0%1.0%1.0
other0.0%0.0%0.0%0.0
indicated at least one70.0%66.0%76.0%68.0
did not indicate25.0%28.0%20.0%29.0
none5.0%6.0%3.0%2.0
no answer0.0%0.0%1.0%1.0
multiple answers
Units Built
1-45-4950+
base: BUILDER builders159.0206.070.0
Schlage43.0%41.0%33.0%
Kwikset (incl. Titan)33.0%33.0%36.0%
Baldwin16.0%14.0%6.0%
Weiser8.0%13.0%11.0%
Maytag8.0%6.0%14.0%
Frigidaire6.0%9.0%3.0%
Viking6.0%6.0%7.0%
Stanley5.0%4.0%4.0%
Thermador6.0%4.0%6.0%
Yale4.0%5.0%7.0%
Amana3.0%6.0%3.0%
Dacor3.0%5.0%7.0%
Hotpoint3.0%5.0%4.0%
Master Lock4.0%4.0%1.0%
American Lock1.0%5.0%3.0%
E-Z Lock1.0%3.0%4.0%
Magic Chef3.0%2.0%4.0%
Weslock3.0%3.0%3.0%
Best Lock1.0%2.0%1.0%
Harloc3.0%1.0%3.0%
Ives1.0%2.0%3.0%
Wolf Range1.0%1.0%3.0%
Admiral1.0%0.0%1.0%
Caloric/Modern Maid1.0%0.0%1.0%
Falcon1.0%0.0%3.0%
Miele2.0%1.0%1.0%
Roper1.0%0.0%3.0%
Tappan1.0%0.0%3.0%
White-Westinghouse1.0%1.0%1.0%
Dynamic Cooking Systems (DCS)0.0%0.0%1.0%
Dynasty0.0%0.0%1.0%
Electrolux0.0%0.0%1.0%
Five Star0.0%0.0%1.0%
Gainsborough1.0%0.0%1.0%
Garland1.0%0.0%1.0%
GU Hardware0.0%0.0%1.0%
other0.0%0.0%0.0%
indicated at least one62.0%75.0%74.0%
did not indicate34.0%22.0%19.0%
none3.0%3.0%4.0%
no answer1.0%0.0%3.0%
multiple answers

Brands Used in Past 2 Years

Which brands has your firm USED IN THE PAST 2 YEARS in the homes you've built (including brands you subcontracted with others to install)?

Census Region
TotalNortheastMidwestSouthWest
base: BUILDER builders436.076.0113.0171.076.0
Schlage71.0%79.0%78.0%65.0%67.0%
Kwikset (incl. Titan)64.0%59.0%62.0%68.0%61.0%
Baldwin37.0%49.0%29.0%37.0%38.0%
Weiser25.0%11.0%34.0%26.0%28.0%
Master Lock15.0%21.0%17.0%13.0%12.0%
Stanley15.0%17.0%18.0%12.0%17.0%
Yale15.0%16.0%17.0%14.0%12.0%
Weslock12.0%5.0%15.0%13.0%12.0%
Ives8.0%9.0%4.0%8.0%9.0%
American Lock7.0%5.0%12.0%5.0%5.0%
E-Z Lock6.0%4.0%6.0%6.0%7.0%
Best Lock5.0%3.0%7.0%5.0%3.0%
Harloc4.0%4.0%6.0%4.0%3.0%
Falcon3.0%0.0%3.0%4.0%5.0%
Omnia3.0%7.0%0.0%2.0%4.0%
Ideal2.0%1.0%2.0%2.0%1.0%
National2.0%3.0%4.0%2.0%0.0%
Gainsborough1.0%3.0%0.0%2.0%1.0%
GU Hardware1.0%0.0%0.0%1.0%3.0%
Hardware Technology1.0%1.0%1.0%1.0%0.0%
Valli & Columbo1.0%0.0%1.0%1.0%4.0%
other3.0%3.0%2.0%3.0%8.0%
indicated at least one93.0%96.0%93.0%92.0%95.0%
did not indicate4.0%4.0%4.0%5.0%3.0%
no answer2.0%0.0%2.0%3.0%3.0%
none0.0%0.0%1.0%0.0%0.0%
multiple answers
Average Sale Price
Under $125K$125K-$199K$200K-$349K$350K+
base: BUILDER builders20.0103.0159.0149.0
Schlage60.0%65.0%74.0%74.0
Kwikset (incl. Titan)85.0%67.0%64.0%57.0
Baldwin30.0%23.0%31.0%54.0
Weiser25.0%34.0%28.0%17.0
Master Lock15.0%14.0%14.0%18.0
Stanley25.0%17.0%13.0%16.0
Yale10.0%15.0%17.0%12.0
Weslock20.0%13.0%14.0%8.0
Ives0.0%1.0%8.0%13.0
American Lock10.0%9.0%6.0%5.0
E-Z Lock5.0%5.0%8.0%5.0
Best Lock5.0%7.0%6.0%2.0
Harloc5.0%4.0%6.0%3.0
Falcon0.0%3.0%3.0%4.0
Omnia0.0%0.0%1.0%7.0
Ideal0.0%2.0%2.0%1.0
National0.0%3.0%3.0%1.0
Gainsborough0.0%0.0%2.0%2.0
GU Hardware0.0%0.0%1.0%1.0
Hardware Technology0.0%0.0%1.0%1.0
Valli & Columbo0.0%0.0%1.0%3.0
other0.0%1.0%3.0%7.0
indicated at least one100.0%90.0%95.0%93.0
did not indicate0.0%6.0%4.0%5.0
no answer0.0%3.0%1.0%3.0
none0.0%1.0%0.0%0.0
multiple answers
Units Built
1-45-4950+
base: BUILDER builders159.0206.070.0
Schlage77.0%71.0%59.0%
Kwikset (incl. Titan)67.0%63.0%57.0%
Baldwin43.0%38.0%23.0%
Weiser26.0%26.0%23.0%
Master Lock18.0%16.0%7.0%
Stanley15.0%17.0%10.0%
Yale13.0%16.0%16.0%
Weslock9.0%15.0%10.0%
Ives6.0%9.0%7.0%
American Lock4.0%9.0%6.0%
E-Z Lock2.0%8.0%9.0%
Best Lock3.0%6.0%3.0%
Harloc4.0%5.0%4.0%
Falcon4.0%2.0%3.0%
Omnia4.0%1.0%3.0%
Ideal2.0%1.0%3.0%
National3.0%2.0%1.0%
Gainsborough1.0%1.0%1.0%
GU Hardware0.0%1.0%1.0%
Hardware Technology0.0%1.0%1.0%
Valli & Columbo1.0%1.0%1.0%
other4.0%3.0%3.0%
indicated at least one94.0%95.0%86.0%
did not indicate5.0%3.0%7.0%
no answer1.0%2.0%6.0%
none0.0%0.0%1.0%
multiple answers
Purpose

The findings cited in this report are based on a survey sponsored by Hanley-Wood, LLC, on behalf of their publication, BUILDER.

The purpose of this research project was to provide the editors and advertisers with a profile of the brands used by builders in the BUILDER audience. Specific areas of inquiry included:

  • The number and average sale price of residential units built by respondents' firms in 2004.
  • Respondents' familiarity with, use of, and opinions about brands in 69 product categories.
  • The one brand within each category respondents feel is best at communicating with them.
Method

The survey sample of 6,250 was selected in systematic fashion by Palm Coast Data, Inc., and Readex from BUILDER's domestic, qualified "builder" circulation of approximately 125,000 recipients at the time of sample selection.

Five versions of an 8-page questionnaire were designed jointly by BUILDER and Readex. Each version contained two questions common to all versions, with the remaining brand-specific questions unique to each.

Data was collected via mail survey from October 18 to December 11, 2000. To ensure the value of this brand use data to manufacturers, the findings cited in this report are based on the 2,247 respondents who indicated their firms built residential units in 2000 (36% of the survey sample).

The margin of error for percentages based on all 2,247 usable responses is ±2.0% at the 95% confidence level. The margin of error for percentages based on smaller sample sizes—census regions, for example— will be larger.