Ice Cream Maker Consumer Reports
Market Segmentation for refrigerators in Australia
Introduction
The position paper examines the refrigerator within South-east Queensland. The research material was a combination of primary and secondary research. The secondary material was a collection of magazines and reports on the subject. Primary research was conducted through interviews in media refrigerator and shopping centers to correspondents fifty. Respondents were asked to give their opinions and decisions, product preferred brands, preferred types of refrigerator energy consumption, the expected duration Refrigerator and history of purchase (brand loyalty).
How consumers make purchase decisions for refrigerators
Some consumers seeking the most favorable type of refrigerator. In other words, this is the segmentation by type. In this segment, a variety of options exist for interested consumers. Consumers can purchase top freezer. Those who choose this model are usually in search of space. This model is quite broad, ranging thirty to thirty and two inches. In general, the ability of the model has the capacity to meet the storage needs of large potential customers. The second category of refrigerators is the bottom freezer type. This type of refrigerator has bottom freezer and the freezer on top. They offer less freezer space superior use. Consumers can also choose to buy refrigerators. As the name suggests, for example refrigerators and freezers generally place the refrigerator compartments side by side. Their cases are monitored using temperature and fast ice making cycles. In addition to the latter, this type of refrigerators usually have only sixty-five percent usable space. (Whirlpool Corporation, 2000)
Consumers also buy built in refrigerators. These coolers are created with the purpose placing them at the counters and cabinets. Usually come as side to side or bottom freezer. However, consumers stated that their use of space is quite poor. Cabinet-depth refrigerators are another category of freezers. They are free-standing refrigerators, with some resemblance with built ins. However, have less space than the current separate refrigerators. The other category is the refrigerator drawer under the cabinets. These types of coolers are considered luxury goods, as they have drawers. In general, this market segment, it was found that consumers often look for ways that can satisfy both the spacing and design needs. An overwhelming number of consumers stated that their priorities are more with the space that has a refrigerator instead of his style. In this regard, the cabinet under the refrigerator drawers were the least preferred as its major selling point is its styling cues. He also said that consumers refrigerators with spaces often look adjustable. In this sense, they wanted refrigerators whose height can be adjusted easily. (Consumers Union, 2003)
The second segment is in regard to prices. Here, consumers can buy refrigerators depending on the cost of buying them and also the cost of maintenance. The latter feature is generally represented by the amount of energy consumption. The survey found that a large number of consumers in South East Queensland (thirty and four of the fifty) will purchase energy efficient refrigerators. Consequently, this factor must be determined before purchase. Consumers usually check here energy consumption figures in the refrigerator. Other ways in which consumers know their refrigerators purchased it is by checking for certain appliances. For example, the condensers and compressors located at the bottom, refrigerators with capacitors that use fans and condensers with copper tubes. Another element that minimizes the energy efficiency is the building material. In general, plastic molding are more energy efficient than surface Formica or wood.
According to that argument, consumers are also looking for affordable alternatives. The question of the actual purchase price matters much because consumers can give up comfort or quality of this trait. Many respondents avoid models and side to side because they cost more than other types of freezer lower. the price-sensitive consumers tend to visit a variety of outlets and shopping centers to determine which types are the most convenient refrigerator price. In addition, price information is normally obtained through the Internet. It should be noted that consumers also seek pricing characteristics additives, such as free delivery or low-cost delivery.
Many consumers also consider the role. For example, some types are at the door subsidies refrigerator water dispenser. In addition, others have very efficient ice making capacity, while others also have the ability to accommodate large quantities. For example, when you have a large family with teenagers, you probably would like plenty of space for party trays, vegetable tray and containers. Other features that customers seek to include surfaces that are easy to clean, convenient shelves, while convenience items to arrive by example, the bottom freezer type can not adapt to those lovers of the use of frozen products. (Digest, 2002)
Size is another important issue that consumers are always looking for in their refrigerators. In this case, many prefer to buy refrigerators that fit your available space. In this case, consumers who fall into the lower age group, ie young people tend to buy refrigerators that are smaller in size. On the other hand, those with families tend to find larger sizes. Research shows that a large number of consumers prefer refrigerators with capacities of between trees from one hundred to five hundred gallons. Quality are also to be an important factor between purchases refrigerator. Many consumers say that quality was represented generally by the brand name. Twenty-six of the fifty respondents said they would buy the same brand they had. This was an indication that brand loyalty is a driving factor. The following is a summary of the most preferred brands in South East Queensland: Whistinghose, Whirlpool, LG, Fisher and Paykel and Samsung. Quality a refrigerator noted for its durability. Consumers indicated that they preferred products for nearly eight years of durability, which is only possible if the refrigerator has a high quality.
Decision process of competitive products
Key findings indicate that electrical appliances similar abilities to compete with refrigerators. For example, water dispensers and water coolers fall into this category. In addition, the freezers are closely related to the latter, ice cream makers were also strong competitors. Generally, consumers seek energy capabilities, function quality, and mark as desirable qualities in this price competition. However, the question of the role seemed to weigh heavily on the cooling market that made between the competitors. Moreover, since the latter competitors generally have a function such as water dispenser, then the problem of segmentation for his role in the latter category does not matter as much as it did in the cooling segment.
Conclusion
In Australia, the most common type of refrigerator segment is the top and bottom mount models. Most of the models is the second independent freezer then followed by the small bar fridge. Research has also shown that Australians prefer moderate-sized refrigerators. By comparing their consumption with of other countries in the world, can be seen that most consumers tend to prefer bar Australia products are between 300 to 500 liters. When the amount above are usually bought in Europe, while 500 liters are common in the United States. In addition, it was found that the refrigerators in the Australian market are a mix of creations local and exported products. The two leading manufacturers including Electrolux and Fisher and Paykel. While others are cold in the U.S., Korea, Japan, Europe and China. Has also been shown that nearly three quarters of a million refrigerators are sold each year in Australia. (Harrington, 2002)
Reference:
Harrington, L. (2002): Australia's success in adopting new refrigerator deputies, obtained the http://www.energyrating.gov.au/library/pubs/aceee-2002a.pdf
Digest, Inc. (2002): Refrigerators and freezers, Consumers Digest, 32, 6, 105-108
Whirlpool Corporation (2000): How to quadrangular refrigeration, Consumer and Family Economics Educator, 12, 9, 67
Consumers Union: (2003): Shopping Guide, Refrigerators, Consumer Reports, 58, 13, 88
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