SOURCE: Luxury Institute

November 13, 2006 10:00 ET

Luxury Institute Survey: Wealthy Consumers Rank Wolf, GE Monogram, and Viking the Home Appliance Brands With the Most Effective Websites in 2006

NEW YORK, NY -- (MARKET WIRE) -- November 13, 2006 -- Wolf, GE Monogram, and Viking have been rated the luxury home appliances with the best websites by wealthy consumers in the Luxury Institute's 2006 Luxury Website Effectiveness Index (LWEI) category survey. The LWEI incorporates four components of a luxury website's effectiveness: usefulness of content, ease of navigation, overall look and feel, and trust with one's personal information.

In addition, the survey also measures the impact of the website on three critical "outcome" measures: exceeding visitor's expectations, willingness to recommend the site to people they care about, and improvements in the overall opinion of the brand as a result of the website experience. The research also captures consumer feedback on how the website could be improved from those who found the site failed to meet their expectations, as well as reasons consumers say their expectations were exceeded.

Although wealthy consumers were surveyed about 22 leading brands, only 12 brands had sufficient incidence of visits to be rated. Brands whose websites were rated include: Bosch, Frigidaire, GE Monogram, GE Profile, Jenn-Air, KitchenAid, L.G., Maytag, Miele, Samsung, Sub-Zero, Thermador, Viking, and Wolf.

"Wolf has the top-rated website in the 2006 LWEI," said Milton F. Pedraza, CEO of the Luxury Institute. "Wolf's key strength is its 'look and feel,' and it is the only site to rate significantly above average as both visually appealing and having a look and feel appropriate for the brand. It is also the top-rated site for security and trust, and is the home appliance brand site most likely to be recommended. Respondents who visit Wolf's site say the 'quality of the site reflects the quality of the products' and that it is easy to navigate," said Pedraza.

GE Monogram's website is also a top-performer, in second place for overall LWEI, ranking significantly above average for content usefulness and ease of navigation. Specifically, GE Monogram's site receives significantly higher ratings for having images and pictures that explain the information and features that wealthy consumers are looking for and easy to read content. On the outcome side, the site ranks first for having a website experience that improves consumers' opinions of the brand.

Viking is the top rated site for providing wealthy consumers with the "information they need," and second to GE Monogram on the usefulness of Content Index.

A nationally representative sample of 1,611 wealthy consumers was surveyed online. Respondents had an average household income of $298k and average net worth of $2.9m. Survey results are weighted to match the demographic and net worth profile of the same audience according to the latest Survey of Consumer Finances from the Federal Reserve.

About the Luxury Institute

The Luxury Institute is the uniquely independent and objective ratings and research institution that is the trusted and respected voice of the high net worth consumer. The Institute provides an impartial portfolio of proprietary publications and research that guides and educates high net-worth individuals and the companies that cater to them on leading edge trends, high net worth consumer rankings and ratings of luxury brands, and best practices. Publications include the monthly Wealth Report, the Luxury Brand Status Index surveys, the Luxury Best Practices surveys and the Luxury Consumer Experience Index surveys. To reach the Luxury Institute, please call 646-792-2669, or go to

Contact Information