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Cool Decisions: AC & Refrigerator Buying Behaviors in Urban Households
Research Objectives
To understand the customer Journey of AC & Refrigerator purchasing.
Understand what & which are the touch points which drives the brand perception for these consumers.
Understand the satisfaction levels of these consumers on each contact point for the brands in use.
To assess the reaction to the concept and finalize brand fit concept to go with for market communication.
Approach and Methodology
In-Depth Interview
5 Respondents
2 Hours
At a central location
Sample Size: 27 IDIs
Market: Mumbai, Delhi & Bangalore
Target Group
Married Females and males, nuclear family
Age : 30 – 45 years
Double income– 25 Lakhs + per annum
Profession: Mix of service and business (50-50)
SEC – A1+
Usership
Refrigerator users:
Users of 380+ L double door FF refrigerator
Users of brands such as LG, Toshiba, Samsung, Hitachi and Godrej NXW.
Intenders: Have purchased the refrigerator of above-mentioned brands in the past 5 or more years and current users of it.
Recent buyers: Have purchased the refrigerator from above mentioned brands in the past 1 year.
Air conditioner users:
Owners of at least 2 ACs at home.
Users of brands such as Hitachi, Daikin, Voltas ,General and Godrej NXW.
Intenders: Have purchased the AC of above-mentioned brands in the past 5 or more years and current users of it.
Recent buyers: Have purchased the AC from above mentioned brands in the past 1 year
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