HOW CONSUMERS CHOOSE APPLIANCES
Consumers use many different criteria when choosing which home appliances are most suitable for their needs. Sometimes, this can prove to be quite challenging given the wide variety of choices that are available in the market today. And of course, consumers have their own boxes to tick.
Other than the basic criteria – like price, operative functions, and brand – there are more features that consumers seriously consider when deciding what appliance to purchase.
First Impression and Durability
The first point of contact with a home appliance is the user interface (as Apple continuously proves) and it strongly shapes a consumer’s impression of the product and a brand. An interface that is clunky, confusing, or slow to respond can make an otherwise well-functioning appliance appear to be of poor quality.
It is crucial for home appliance manufacturers to attract consumers with a highly durable offer. Product durability is one of the leading dissatisfaction issues and consumers are more willing to spend on high-quality and durable appliances.
Functionality and Practicality
When considering what and which appliances to buy, consumers also consider how these appliances support their lifestyle and home needs.
Consumers with smaller household sizes – which in some countries are growing in numbers – tend to prefer space-saving and multi-functional appliances. Households with more family members need appliances to accommodate many household members’ needs – which usually means larger sizes and more variety of appliances.
Looking forward, young adults (particularly millennials) are now seeking for more flexible and cost-effective living solutions with a sense of community. That is why some homeowners are preparing the space with appliances necessary to accommodate co-living solutions.
Convenience, Smart, Connected and Low Maintenance
Having the latest technology at home, which can help consumers be more efficient and effective, has increased the need for more multifunctional, smart, and connected appliances. Furthermore, convenience is not limited to the product usage itself, but also has a large influence on maintenance and cleaning.
Environmentally friendly and Sustainable
Last but not least, the environment and energy efficiency are important issues. Energy-efficient appliances also seek to reduce energy bills and cut down on spending. During the COVID19 outbreak, more consumers are looking for natural ways to store food and make it last longer – which could be seen from the surge in demand for refrigerators and freezers. In addition, the sustainability issue also boosts the sales of smart refrigerators.
Why is this interesting?
So many new appliances and so many new features also increase the appetite of consumers, whose wishes and requirements only surge [“I would love to have the most fully equipped appliance”].
This definitely puts a lot of pressure on manufacturers who want to market and sell an attractive product – but at the right price (and with a decent profit…), which can appeal to as many consumers as possible.
Which features are a ‘MUST’? Which features are less essential? Which are not important at all? What is the ‘value’ of each feature? What trade-offs are consumers making during the purchase journey? At what price range are they willing to open their wallets? Knowing all that makes a huge difference to the brand’s marketing and product development efforts.
To know more about our experience here and see what it could mean for your business, please contact Nimrod.
About the author:
26 years market intelligence experience. Specializes in bespoke solutions design, with focus on qualitative approaches, product clinics, and in-depth & creative result-oriented output.