A recent survey of consumers who purchased a new walk-behind lawn mower finds that while price is the primary consideration, reliability plays the largest role in satisfaction-in other words, consumers are looking for value. To be sure, a product can only truly be considered a "value" if it fits your budget and meets or exceeds your expectations.

Indeed, the J.D. Power and Associates 2009 Walk-Behind Lawn Mower Study^SM reveals that regardless of the price point, finding a reliable mower and getting the best value for their money is the most important factor customers consider when shopping for their lawn mower.

"Although price is a primary consideration for lawn mower owners, it isn't the total alone that matters; rather, owners are seeking the best quality and performance available within their budget," said Michael Drago, director for the real estate and construction industries practice at J.D. Power and Associates. "Lawn mower owners primarily use price to differentiate between similar products, or to select a retailer from which to purchase the mower they want. This is true whether the customer is spending $100 or $1,000."

The study, now in its second year, provides insights that are useful to both consumers and lawn mower manufacturers. Based on a battery of survey questions, overall lawn mower satisfaction was reported across six factors:

• durability
• ease of use
• maintenance
• performance
• price
• warranty

According to the study, once an owner begins using a new lawn mower, durability is the most important factor driving satisfaction. Mowers that are built solidly and have high-quality engines and reliable starting mechanisms are less likely to require repairs-and most customers consider mowers to be very inconvenient to fix.

"After customers select and purchase a lawn mower, their long-term satisfaction with both that mower and its manufacturer is directly linked to how durable they find that machine to be when they begin using it," said Drago. "Customers expect that mowers will consistently stand up to the demands of routine usage over time. If there are problems, many customers may decide against repairing their mowers and instead elect to replace not only the mower, but also the brand that manufactured it as well."