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Voice of the Customer: Perceptions and Behaviors toward Air Purifier Market
Frost & Sullivan, Sep 2009, Pages: 65
The research measures APAC consumers’ brand awareness, brand perceptions, current brand ownership, and features deemed important in air purifier products. This research surveyed air purifier owners/consumers within Australia, Indonesia, Japan, Malaysia, Singapore, South Korea and Thailand.
Research Overview
Frost & Sullivan’s consumer study titled Voice of the Customer: Perceptions and Behaviors toward Air Purifier Market is based on the consumers’ brand awareness, brand perceptions, current brand ownership, and features deemed important in air purifier products. This research surveyed 179 air purifier owners/consumers within Australia, Indonesia, Japan, Malaysia, Singapore, South Korea, and Thailand.
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Market Overview
Low Unaided Awareness of Air Purifiers Indicates the Need for a Change in Marketing Strategy among Participants
The low unaided awareness of air purifier brands surveyed in seven countries in the Asia Pacific has provided plenty of interesting information. Chief among them is that consumers of a particular country do not easily recall a brand headquartered in their own country. For instance, Japanese consumers are not highly aware (unaided) of Panasonic air purifiers despite Panasonic being headquartered in Japan. However, low top-of-mind brand awareness does not translate into poor brand perception. A case in point, Electrolux is recalled unaided by less than three percent of Asia Pacific consumers; yet, nearly one-third rate Electrolux as a top-three brand. Among the ten air purifier brands surveyed, Panasonic is the most known and owned among Asia Pacific consumers. However, the largest percentage of Panasonic owners resides in Japan and Australia.
'It seems as though consumers just don’t spend much time thinking about air purifiers, given the difficulty to recall air purifier brands unaided. However, once aided, certain brands do have a strong, positive reputation,' states the analyst of this research.
Meanwhile, with regard to brand perceptions, more than one-third (36 percent) of the consumers perceive Panasonic to be the overall best brand. Its nearest competitor is Electrolux, with 31 percent. Most consumers perceive the various air purifier features surveyed as at least 'somewhat important.' Among these, energy efficiency and effective reduction of contaminants are rated most important. 'It is noteworthy that Asia Pacific consumers consider the energy efficiency feature on par with the basic function of air purifiers - removing contaminants,' says the analyst of this research. 'This indicates that the consumers are environmentally and/or cost conscious.' Given that affordability is also a prime purchase criterion, costs is a top-of-mind feature for consumers at the point of purchase and beyond. Conversely, innovative/modern designs are of minimal importance among consumers. Significantly, it appears that the air purifier market has matured to a level where basic functions are not brand differentiators. Rather, consumers are more inclined toward value-added features.
Consumers’ source of information about brands primarily stem from general advertisements (56 percent) and television (48 percent), followed by store display (39 percent) and magazines (34 percent). Yet, given the low levels of brand awareness, it appears these information sources have not been tapped fully to promote air purifier brands. 'Air purifier manufacturers should consider revising their marketing plans to increase their brand presence across all countries they distribute in, and not merely depend on headquarter locations for higher brand awareness ratings,' notes the analyst.
Market Sectors
Expert Frost & Sullivan analysts thoroughly examine the following market sectors in this research:
By Geographic Region:
- Australia
- Indonesia
- Japan
- Malaysia
- Singapore
- South Korea
- Thailand
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