Introduction

We recognize the essential role home appliances play in enhancing daily life and ensuring comfort. From refrigerators and washing machines to air purifiers and microwaves, the right appliances can significantly improve your home environment. But how do consumers decide which appliances to buy and when to replace them? What factors influence their purchase decisions and preferences? Let’s dive into these questions and provide some insights based on our experience.

Factors Influencing Purchase Decisions

Demographics: Our customers’ income and family size play a significant role in their appliance choices and replacement frequency. For instance, higher-income households tend to own more appliances and replace them more often than those with lower incomes. For individuals in their early life stages, the priority is on acquiring essential items to complete their basic appliance lineup, with plans to upgrade to fancier versions later on. As an online outlet store it is vital to ensure that we are able to address the needs of this wide spectrum of customers.

Product Quality, Features, Cost, Brand Reputation, Advertising, and Previous Experience: Buyers look at Product, Price and Brand. At MangKosme.com, we know that consumers look for appliances that offer high quality, durability, and performance. They evaluate functionality, convenience, and aesthetics while also considering the cost of purchase, installation, maintenance, and operation. Brand image, reputation, and advertising also influence decisions, along with previous experiences with the product or recommendations from trusted sources.

A study on consumers buying behavior towards selected home appliances by Dr. K. Mekala indicate that quality, durability, and performance are the top priorities for consumers in Southeast Asia when purchasing home appliances, followed by price and brand reputation. Energy efficiency is also becoming increasingly important, especially in the context of rising electricity costs and sustainability concerns.

Consumer Goals: Our customers are savvy shoppers who make informed decisions to meet their goals. These goals might include saving time, money, and energy, improving health and hygiene, enhancing comfort and convenience, or expressing personal style and taste.

Changing Trends

Shorter Product Life Cycles: We’ve noticed that home appliances, once considered long-term investments, are now more frequently updated. This shift is driven by rapid technological advancements, new features, and designs, as well as the increased availability and affordability of products. Consumers are eager to upgrade their appliances to enjoy the latest innovations.

Changes in capacity to spend also plays a big role in the willingness of consumers to upgrade their appliances. With more disposable income, some households will migrate from having just one refrigerator to 2, adding in a personal ref in one of their bedrooms.

Crisis-Driven Behavior: During crises like the COVID-19 pandemic, we’ve observed significant changes in consumer behavior. Customers now prioritize simplicity, energy efficiency, health, and safety in their appliance choices. Spending on non-essential appliances decreased, with many postponing replacement plans.

Additionally, there has been a shift from offline to online shopping, with a preference for contactless delivery and installation. Post-pandemic, we’ve noticed an increase in visits to MangKosme.com. Customers are browsing products and categories, researching online, and then either completing their purchase online or visiting our retail warehouse outlet store in Muntinlupa City to buy the items in person.

Importance of Understanding Consumer Behavior

At MangKosme.com, we believe that understanding consumer behavior is essential for success in the competitive home appliance market. By staying attuned to the needs, wants, preferences, and motivations of our customers, we can:

• Acquire and offer products that meet or exceed expectations, delivering value and satisfaction.
• Segment and target the market effectively, offering customized solutions for different consumer groups.
• Position and differentiate our products and brands, creating a unique and favorable image in the minds of consumers.
• Communicate and promote our products effectively, using the right messages and channels to reach and persuade customers.
• Build and maintain long-term relationships with consumers, fostering loyalty, trust, and advocacy.

Consumer buying behavior for home appliances is complex and ever-changing. While demographics play a role, thoughtful decisions based on a variety of factors are crucial when purchasing home appliances. At MangKosme.com, we stay ahead of evolving consumer preferences and priorities, offering products and services that satisfy their needs and goals. By understanding consumer behavior, we gain a competitive edge and achieve long-term success in the home appliance industry.

References:
https://www.jetir.org/papers/JETIR1803381.pdf

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Career Connect Editorial Team