Household Appliances Market Study

Background of the Household Appliances Market Study project

The client is a leading player in the small domestic appliances sector, where they sell different household appliances. Currently, the client does not have a strong presence in Indonesia and Vietnam. Hence, they would like to find out how they can penetrate these 2 markets.

Research Objectives

The client has 2 research objectives for this project:

• Brand awareness research to measure and assess the awareness, perception, and brand equity of their brand in both markets
• Consumer research to gather in-depth knowledge of end consumers in both markets, in order to identify opportunities for their products

Approach

A total of 2,000 respondents (1,000 from each country) took part in a quantitative online survey for the brand awareness research. In the survey, respondents were asked about their small domestic appliance ownership, and other lifestyle, breakfast and coffee habits.

60 respondents (30 from each country) were then selected to take part in a qualitative in-home ethnographic in-depth interview for the consumer research. However, most of the ethnographies were held online due to the Covid situation at the time. During the ethnographies, respondents showed us around their kitchen and how they would normally use / clean small kitchen appliances. They also took pictures of their kitchen and appliances.

Findings

Due to the client’s weak presence in Indonesia and Vietnam, there is low brand awareness of their brand compared to other brands. We also found out more about the daily habits and behaviours of general consumers, which helped the client identify potential opportunities to increase their brand usage. From this study, the client will be better able to position and market themselves to their target audience in both markets. The client will also be using the findings for investment decisions.

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