SOURCE: Electrical Contractor Magazine

Electrical Contractor Magazine

April 15, 2011 11:23 ET

Electrical Contractor Low Voltage Studies Show Ripple Effect in Brand Choice

Influence Spans Multiple LV Sectors in Addition to Other Categories

BETHESDA, MD--(Marketwire - Apr 15, 2011) - Two new studies of electrical contractors' roles in multiple low voltage (LV) categories show that their high influence in brand selection extends to other areas. With 96 percent of electrical contractors performing one or more types of LV work in multiple phases of construction -- new construction, modernization/retrofit and maintenance/service or repair -- and 60 percent working in more than one LV category, findings indicate that specifying brands spans to other areas including power quality, green/sustainable building, alternative energy, radiant and/or electrical heat and/or pre-assembly/pre-fabrication of electrical components.

"Electrical contractors' reach now extends throughout all low voltage areas, spurring greater influence in specifying particular brands across all sectors," said John Maisel, publisher, Electrical Contractor magazine published by the National Electrical Contractors Association (NECA).

Commissioned by Electrical Contractor magazine at, the 2010 Reader Profile study shows that 90 percent work in lighting (controls and ballasts); 74 percent in automation (CII, residential or both); 62 percent in communication systems/connectivity; and 41 percent in systems integration, data or telecom centers. Out of those, 60 percent worked in three or four LV categories and only 13 percent work in a single category, primarily lighting. The partnering 2010 Lighting Study shows that 96 percent of electrical contractors work in some aspect of LV lighting (lighting controls or ballasts) and that 78 percent work in ballasts, controls, lamps and fixtures.

Electrical contractors are more likely to stay within a single brand or manufacturer when working in controls compared to lamps, ballasts and fixtures. With controls, the greatest brand influences involve product support and reassurance (warranty/brand name/reputation, ease of installation and performance). With ballasts, ease of installation is most important, followed by lamp life, energy efficiency and tax incentives/utility rebates. With controls, top influencers are ease of maintenance, brand name/reputation, warranty, tech/field support, product features/innovations, lower first cost/incentives, manufacturer design support services and distributor recommendation.

The top reasons for original LV brand selection are availability, price and prior experience. For brand substitution, the top reasons are availability, price and ease of installation.

Market research:

Published by NECA, Electrical Contractor magazine reaches 85,300+ electrical contractors and more than 68,000 electrical contracting locations, more than any other industry publication. (301) 657-3110 /

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