Table of Contents
Scope and Themes
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- What you need to know
- Definition
- Data sources
- Sales data
- Consumer survey data
- Abbreviations and terms
- Abbreviations
- Terms
Executive Summary
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- Growth despite tough economy, fewer swarms
- Stronger housing market, more pests on the horizon
- Termites and bedbugs growing service sector sales
- Product sales growth on the rise, but still down
- Supermarkets losing ground in pest control product sales and beyond
- Little movement in sales positions
- National service providers reign
- SC Johnson dominates FDMx
- Eco-friendly is top new product claim
- Pest control campaigns winning awards, consumer engagement
- Focusing on unseen problems
- One in five used pest control services in past year
- Two in three used a pest service or pest product in last year
- Number of products used can grow
- Average spend on services triple that for products
- Youngest adults, women, more willing to try the green product first
- Familiarity is key to selection of service provider
- Blacks and Hispanics show higher use of CPG products
Insights and Opportunities
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- Massive numbers of pests just out of sight
- Capitalizing on fear a reasonable proposition
- Bugs: an authentic danger
- Every product has its place
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- Figure 1: Number of insecticides used, April 2008-June 2009
- Sensible diversification in the service sector
- Service providers as advisers
- Service providers as handymen
- Leave the environment to the experts
- Beyond sprays and traps
- Meeting the need for green
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- Figure 2: Attitudes toward botanical/environmental pest control measures, December 2009
Inspire Insights
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- Extend My Brand
- Why extensions can prove effective in the pest market
- Transparency
- Making performance transparent via client contact
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- Figure 3: How last pest control professional was chosen, December 2009
Market Size and Forecast
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- Key points
- Slow growth despite tough economy
- Stronger housing market, more pests and innovative success on horizon
- Sales and forecast of market
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- Figure 4: Total U.S. sales and forecast of pest control services and retail products, at current prices, 2004-14
- Figure 5: Total U.S. sales and forecast of pest control services and retail products, at inflation-adjusted prices, 2004-14
- Walmart sales
Segment Performance
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- Introduction
- Type of pest control determined by type of pest and severity of problem
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- Figure 6: U.S. sales and forecast of residential pest control services and household pesticides, by segment, 2004-14
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- Figure 7: U.S. sales of residential pest control services and household pesticides, by segment, 2007 and 2009
Segment Performance—Pest Control Services
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- Key points
- Termites and bedbugs growing service sector sales
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- Figure 8: U.S. sales and forecast of residential pest control services, 2004-14
Segment Performance—FDMx Pest Control Products
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- Key points
- Product sales growth on the rise, but still down
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- Figure 9: FDMx sales of pest control retail products, by product type, 2007 and 2009
- Figure 10: U.S. sales and forecast of residential pest control products, 2004-14
Retail Channels
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- Key points
- Sales data
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- Figure 11: U.S. FDMx sales of retail pest control products, by retail channel, 2007 and 2009
Retail Channels—Supermarkets
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- Key points
- Supermarkets losing ground in pest control product sales and beyond
- Chemicals and food may mix as well as oil and water
- Supermarket sales by value
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- Figure 12: U.S. sales of retail pest control products at supermarkets, 2004-09
- Supermarket sales by volume
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- Figure 13: U.S. sales of retail pest control products at supermarkets, by volume, 2004-09
Retail Channels—DMx
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- Key points
- DMx sales
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- Figure 14: U.S. sales of retail pest control products at DMx, 2004-09
- DMx sales by volume
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- Figure 15: U.S. sales of retail pest control products at DMx, by volume, 2004-09
Market Drivers
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- Key points
- Economic slowdown still a market force
- Termite ups and downs
- Bedbug proliferation spells growth
FDMx Pest Control Product Brand Share—Outdoor
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- Key points
- Manufacturers seek success in citronella
- Seeking daily usage with outdoor application products
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- Figure 16: FDMx brand sales of outdoor pest control products in the U.S., 2008 and 2009
FDMx Pest Control Product Brand Share—Devices
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- Key points
- Off! Clip-on accounts for all increase in segment
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- Figure 17: FDMx brand sales of pest control devices in the U.S., 2008 and 2009
FDMx Pest Control Product Share—Multipurpose
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- Key points
- Manufacturer and brand sales of multipurpose products
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- Figure 18: FDMx brand sales of multipurpose pest control products in the U.S., 2008 and 2009
FDMx Pest Control Product Brand Share—Indoor
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- Key points
- Manufacturer and brand sales of indoor products
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- Figure 19: FDMx brand sales of indoor pest control products in the U.S., 2008 and 2009
- Insecticide brand usage
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- Figure 20: Use of insecticide brands, 2003-09
Leading Pest Control Service Providers
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- Key points
- Little movement in sales positions
- Orkin gains share toward number one position
- Regionals unite
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- Figure 21: Commercial and residential sales revenue, 2007 and 2008*
Leading FDMx Pest Control Product Companies
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- Key points
- SC Johnson dominates FDMx
- Spectrum
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- Figure 22: FDMx brand sales of all pest control products in the U.S., 2008 and 2009
Brand Qualities
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- Terminix
- Orkin
- Clark
- SC Johnson
- Spectrum
- Arrow aims to tread lightly
Innovation and Innovators
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- Key point
- Services: Terminix insures the consumer to ensure business
- Products: Insecticides primary arena for new products
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- Figure 23: New products, by subcategory, 2007-09
- Products: Eco-friendly is top claim
- Flower power for a natural and green feel
- No scents make sense
- Pests begone as quickly and cheaply as possible
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- Figure 24: New products, by product claims, 2007-09
- Environmentally friendly products
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- Figure 25: RMB Group Green Rest Easy Kills & Repels Bedbugs
- Figure 26: Ortho EcoSense Indoor Insect Killer
- Refillable/no CFC
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- Figure 27: SC Johnson Off! Clip-on Mosquito repellent
- Figure 28: Hartz UltraGuard Home Fogger
- SC Johnson leads in new products
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- Figure 29: New products, by product company, 2007-09
- Figure 30: New products, by brand, 2007-09
- See no evil
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- Figure 31: Ortho Home Defense Max Kill & Contain Mouse Trap
- New outdoor solutions
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- Figure 32: Toland Garden Delights Wasp Trap
- Figure 33: Tiki Ultra-Pure Citronella Oil Candle
- Forecast/predictions
Advertising and Promotion
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- Pest control campaigns winning awards, consumer engagement
- Pest control promotion manages notoriety despite advertising cutbacks
- Addressing and dispelling misconceptions
- Pacific Coast Termite takes on perception of inconvenience
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- Figure 34: Pacific Coast Termite TV ad, 2009
- Ortho Home Defense Max compares itself favorably to professional service
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- Figure 35: Ortho Home Defense Max tv ad, 2009
- Even if you don’t see them, you still need to treat for them
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- Figure 36: Terminix TV ad, 2009
Incidence of Pest Problem
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- Pests running rampant
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- Figure 37: Severity of pest problem, by pest type, December 2009
- Rats, termites, bedbugs prefer a wealthy household
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- Figure 38: Pest problem, by pest type, by HH income, December 2009
Services and Product Usage
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- One in five used pest control services in past year
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- Figure 39: Pest control service usage, by HH income, April 2008-June 2009
- Two in three used a pest service or pest product in last year
- Similar usage seen in offline and online samples
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- Figure 40: Usage of pest control services and products, December 2009
- Higher income groups more likely to use both services and products
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- Figure 41: Type of product or service used, by HH income, December 2009
- Number of products used can grow
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- Figure 42: Insecticides used, April 2008-June 2009
- Figure 43: Number of insecticides used, April 2008-June 2009
Pest Control Spending
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- Average spend on services triple that for products
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- Figure 44: Pest control spend, December 2009
- Spend on products decreases with age
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- Figure 45: Pest control spend on products, by age, December 2009
- Figure 46: Pest control spend on services, by age, December 2009
- Spend increases with HH income
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- Figure 47: Pest control spend on products, by HH income, December 2009
- Figure 48: Pest control spend on services, by HH income, December 2009
Going Green and Ignoring Green
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- Efficacy reigns paramount
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- Figure 49: Attitudes toward botanical/environmental pest control measures, December 2009
- Higher-income respondents more interested in botanical solutions
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- Figure 50: Attitudes toward botanical/environmental pest control measures, by HH income, December 2009
- Youngest adults, women, more willing to try the green product first
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- Figure 51: Attitudes toward botanical/environmental pest control measures, by age, December 2009
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- Figure 52: Attitudes toward botanical/environmental pest control measures, by gender, December 2009
How Pest Control Service is Chosen
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- Familiarity is key
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- Figure 53: How last pest control professional was chosen, December 2009
- Promoting the website: Internet search important among under-45s
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- Figure 54: How last pest control professional was chosen, by age, December 2009
- Ads have more efficacy among higher-income HHs
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- Figure 55: How last pest control professional was chosen, by HH income, December 2009
Custom Consumer: Demographic Focus by Region
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- Northeast ground zero for bedbugs
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- Figure 56: Pest problem, by pest type, by region, December 2009
- Specialists most likely to be used in South
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- Figure 57: Usage of pest control services and products, by region, December 2009
- Northeasterners favor CPG
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- Figure 58: Pest control product spending, by region, December 2009
- Direct mail, advertising working in Northeast and West
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- Figure 59: How last pest control professional was chosen, by region, December 2009
Missed Opportunities
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- Consumers buying products for only part of the problem
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- Figure 60: Pest control products used, by pest type, December 2009
- Gaps in use of pest services larger still
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- Figure 61: Pest control product and service use, by pest type, December 2009
The Impact of Race/Hispanic Origin
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- Key points
- Growth ahead in Hispanics, Asian, dual-race populations
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- Figure 62: Population, by race and Hispanic origin, 2010 and 2015
- Figure 63: Distribution, by race, 2010 2010-40
- High-growth populations favoring green solutions
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- Figure 64: Attitudes toward botanical/environmental pest control measures, by race/Hispanic origin, December 2009
- Blacks and Hispanics show higher use of CPG products
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- Figure 65: Service used, by race/Hispanic origin, April 2008-June 2009
- Figure 66: Number of insecticides used, by race/Hispanic origin, April 2008-June 2009
- Black consumers seek out service when needed
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- Figure 67: How last pest control professional was chosen, by race/Hispanic origin, December 2009
- Brand penetration
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- Figure 68: Use of insecticide brands, by race/Hispanic origin, April 2008-June 2009
Cluster Analysis
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- Minimalists
- Moderates
- Infestees
- Cluster characteristics
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- Figure 69: Pest product clusters, December 2009
- Figure 70: Use of services and products to reduce infestation, by pest product clusters, December 2009
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- Figure 71: Presence of major pest infestations, by type of pest, by pest product clusters, December 2009
- Figure 72: Presence of minor pest infestations, by type of pest, by pest product clusters, December 2009
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- Figure 73: Attitudes toward chemical solutions, by pest product clusters, December 2009
- Figure 74: Attitudes toward pest products and services, by pest product clusters, December 2009
- Cluster demographics
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- Figure 75: Pest product clusters, by gender, December 2009
- Figure 76: Pest product clusters, by age, December 2009
- Figure 77: Pest product clusters, by HH income, December 2009
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- Figure 78: Pest product clusters, by race, December 2009
- Figure 79: Pest product clusters, by Hispanic origin, December 2009
- Cluster methodology
IRI/Builders—Key Household Purchase Measures
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- Overview
- Insect/rodent control devices
- Consumer insights on key purchase measures
- Brand map
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- Figure 80: Brand map: insect/rodent control devices, buying rate and household penetration, 2009*
- Brand leader characteristics
- Key purchase measures
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- Figure 81: Key purchase measures for insect/rodent control devices, 2009*
- Outdoor insect/rodent control chemicals
- Consumer insights on key purchase measures
- Brand map
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- Figure 82: Brand map: outdoor insect/rodent control chemicals, buying rate and household penetration, 2009*
- Brand leader characteristics
- Key purchase measures
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- Figure 83: Key purchase measures of outdoor insect/rodent control chemical products, 2009*
- Indoor insect/rodent control chemicals
- Consumer insights on key purchase measures
- Brand map
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- Figure 84: Brand map, indoor insect/rodent control chemicals, buying rate by household penetration, 2009*
- Brand leader characteristics
- Key purchase measures
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- Figure 85: Key purchase measures for indoor insect/rodent control chemicals, 2009*
Appendix: IRI/Builders Panel Data Definitions
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- IRI Consumer Network Metrics
Appendix: Other Useful Consumer Tables
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- Current survey research
- Males slightly more likely to make use of pest control products
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- Figure 86: Usage of pest control services and products, by gender, December 2009
- 18-24s less likely to call in a specialist
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- Figure 87: Usage of pest control services and products, by age, December 2009
- Men and women follow similar pest control product usage patterns
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- Figure 88: Number of insecticides used, by gender, April 2008-June 2009
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- Figure 89: Service used, by gender, April 2008-June 2009
- Some regional differences in pest control product brands
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- Figure 90: Use of insecticide brands, by region, April 2008-June 2009
Appendix: Useful Tables from 2007 Research
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- Walmart and home improvement main product suppliers nationwide
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- Figure 91: Pest control product retail channel preferences, by region, December 2007
- Walmart/home improvement main suppliers for all income levels
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- Figure 92: Pest control product retail channel preferences, by HH income, December 2007
- Homeowners choose home improvement stores
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- Figure 93: Pest control product retail channel preferences, by rent/own, December 2007
- Women lean toward one-stop shops, men seek specialty shops
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- Figure 94: Pest control product retail channel preferences, by gender, December 2007
- Younger consumers show greater Walmart patronage
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- Figure 95: Pest control product retail channel preferences, by age, December 2007
- Why pest control service is chosen
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- Figure 96: Why last pest control professional was chosen, December 2007
- Older respondents motivated by personal safety
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- Figure 97: Why last pest control professional was chosen, by age, December 2007
- Higher-income HH indicates preference toward specialists
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- Figure 98: Why last pest control professional was chosen, by HH income, December 2007
- Parents show great concern for safety
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- Figure 99: Why last pest control professional was chosen, parent w/child in home, December 2007
- Homeowners invested in protecting their property
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- Figure 100: Why last pest control professional was chosen, by rent/own, December 2007
- Regional differences in opting for pest control service
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- Figure 101: Why last pest control professional was chosen, by region, December 2007
Appendix: Trade Associations
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