George Celtrick, owner of Whitewood Products, talks about consumer behavior while on the sales floor and decisions to purchase wood look-a-likes verses the real thing. He notes that consumers see the value of selecting ceramic or LVT for certain applications where perhaps low-end hardwood would not meet their needs. Celtrick talks about the decline in sales of hardwood flooring last year and the prime reasons for that drop, as well as the role the retail salesperson plays in consumer hardwood decisions.