Such information helps alarm installers develop the most effective marketing methods. Understanding why similar businesses do not purchase alarms may reveal marketing changes that are necessary to reach a greater market. Commercial establishments purchase alarms to protect cash and property from theft. Fire protection and personal protection are rare motivation for alarm purchases. Retail outlets and sole occupant buildings are the largest groups of alarm owners. Office buildings and suites have the lowest rates among commercial establishments. Businesses need only one reason to purchase an alarm. Meeting insurance requirements is the most-often cited reason for installation, followed closely by a self or neighbor victimization experience. Alarms are still perceived as luxury goods and affordability is the third most important factor for either purchase or nonpurchase of an alarm. Except for claims about fines and nuisance, objections to alarm purchases can be overcome through effective industry public relations efforts. The survey revealed that commercial establishments know little about alarms and are misinformed about their effectiveness. Locksmiths should look to their associations to promote the features of alarms, their benefits, and their effectiveness. Associations must also become more visible so the general public knows where to turn for information once they consider the purchase. 3 figures