Mostra Convegno Expocomfort and Expobagno, which will be taking place on March 11th – 15th 2008 at the new Fiera Milano exhibition complex in Rho, commissioned a study to Gfk Eurisko titled “Choices and purchase influencers in water, heating and cooling”. The study was conducted among a sample group of more than 400 people aged between 25 and 74 (representative of the approximately 18.8 million Italian families).

Eighty-eight percent say that their purchase of air conditioning equipment was simply dictated by the need to keep cool and, to do it, they don’t appear to have paid any attention to environmental or structural issues, incentives or grants. Regarding heating, the main reason for new purchases is to replace obsolete or broken equipment, but other motivations included the energy saving benefits and environmental friendliness of new products, a need to better heat the home and appearances. Over the last two years 39% of the sample group had purchased air conditioners or split/multisplit systems, 29% selected ducted systems, 17% went for portables and 16% for ducted floor units. The most important influencers in the decision to buy and choice of system were plumber/installers (23% in cooling and 32% in heating). Also, 64% of the group stated they were very satisfied with work performed in cooling.

According to the organizers’ press release, the study was designed to provide Mostra Convegno Expocomfort and Expobagno with a 360° view of purchase and decision making dynamics in Italy’s plumbing, heating and sanitary fittings industries. “The dynamics of purchase choices reflect the professional categories of the people who have been visiting the exhibitions for years,” says Arturo Colantuoni Sanvenero, managing director of Fiera Milano International and general manager of Reed Exhibitions Italia, organizers of the exhibitions.