Which attributes do people look for when they’re buying appliances?


Which Washing Machine Is Best For Your Home?Brands devote substantial time and effort to making their products look fabulous and home appliances are no exception.

But just how important is the look of a home appliance to consumers?

We asked almost 2000 consumers this very question and brand designers may find their responses to this quite interesting given their answer was a resounding, not very!

We commissioned leading independent market research experts Colmar Brunton to survey Australian consumers on a range of appliances they have in their homes including:

  • Air conditioners
  • Washing machines
  • Refrigerators
  • Dishwashers
  • Clothes dryers
  • Microwave ovens
  • Espresso coffee machines and,
  • Vacuum cleaners

It seems from our survey, that consumers are a practical lot and far from being taken with appearances they are much more interested in how home appliances can assist their busy lifestyles.
Weighing heavy on the minds of most people these days are budgetary pressures and time constraints. We found appliances that act as tool for addressing these concerns are likely to be among the most desired of all.

Near the top of the list of attributes our survey respondents found most important when it comes to appliances was energy efficiency – this attribute offering a way to combat rising electricity costs.

Also vital was value for money according to consumers we surveyed – value of course speaking to the purse strings and more – together with features and functionality.
Further down on the list of most highly prized appliance attributes was brand.

In the market for home appliances?

Our survey respondents have done some of the work for you. Their insight and feedback regarding those attributes they find most important or useful when it comes to home appliances may help to guide your purchase.

IMPORTANCE OF DIFFERENT ATTRIBUTES to appliance users Air conditioner Washing machine Refrigerator Dishwasher Clothes dryer Microwave Espresso coffee machine Vacuum cleaner
Value for Money 22% 26% 27% 22% 28% 35% 28% 29%
Brand 8% 12% 11% 11% 8% 9% 13% 12%
Design / Aesthetics 1% 1% 5% 3% 2% 4% 5% 11%
Functionality / Features 20% 27% 24% 22% 18% 30% 34% 11%
Energy Efficiency 26% 23% 22% 19% 27% 9% 4% 11%
Other Attributes 1% 1% 2% 1% 1% 1% 2% 11%

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