Here’s the video summary of direct interviews with consumers, a field survey to better understand values, needs and priorities of European customers when choosing a new home appliance.
The survey betrays that European consumers pose much attention to saving, not only in terms of the purchase price but especially with regard to energy consumption and reliability.
The use of the Internet to acquire images and product information is rapidly growing.
The web is primarily a way to gather opinions and evaluations from other users, of those who already own the appliance you want.
In this sense, the news is important: not only brand information from the top but mostly user generated content from the bottom.
Acquiring informations from manufacturers and sellers is equal to or even exceeded by the use of blogs, forums and social media.
It is therefore long and careful the process of purchasing an object that the customer will use in his house for several years, a process that we fun summarize in the following analysis:
- search on the web for comments and reviews from previews customers, bloggers or trend setters
- live evaluation of products in retailers and shops
- according preference to products of high energy class
- according preference to products that establish a correct quality/price ratio
It seems then that the analysis developed in Berlin by our experts Marco Carrucciu and Riccardo Facci (TheBlueTables 2.012) are perfectly compatible with the results from the direct consultation of potential customers.
The features required by European consumers (reliability, energy saving, low price) make Haier a brand of secure market appeal for the old continent.
As a solid proof of that assumption, interviews revealed a high percentage of Haier brand awareness among the respondents, more than 60%, and the very high rate of user satisfaction of those who already own a Haier appliance.