Bite-Sized Insights: Value for Money Key for Parents Purchasing White Goods

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Each week we ask our trusted Insights panel of parents a key question. This week we were interested in finding out what factors affect parents’ decisions when it comes to buying white goods (AKA large home appliances such as stoves, refrigerators, freezers, washing machines, tumble driers, dishwashers etc.). Take a quick read of this week’s bite-sized insights to find out what parents think about when buying large home appliances.

Would you like business-transforming insights for your brand? Use our tailored panels of engaged parents and our dedicated private platform to gather critical insights to help your decision making and activate customers. Contact us now to find how we can help.

Recommended reading: Only a Third of Parents are Saving Regularly for Retirement

white goods

We asked our Insights panel of parents to tell us what their top criteria for buying white goods are. Here’s how they answered:

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Comments from our panel members included:

“I do have brand loyalty and obviously I have to choose items that fit in my home and that coordinate with my home decor, but with three kids, a mortgage, a car loan etc. price for me is the deciding factor.”

“I would try to buy in the sales if possible.”

“Price can be misleading and lots of brands use each other’s parts so aren’t really better than others.”

“I wish that they would offer longer warranty periods. I feel that one year just isn’t long enough. It’s almost cheaper to buy new than get repaired as well!”

“Size, as it needs to fit first, but eco rating is a close second.”

“Price or more importantly, value for what you’re getting, brand reputation, size and fit with other items all important.”

“My main concerns when buying white goods are efficacy, longevity and value for money. Eco friendliness is an added bonus.”

“It’s disappointing that repairs are so expensive, prohibitively so.”

Actionable Insights for White Goods Retailers:

  • Family appliances typically incur a lot of use so can you offer a reasonably priced maintenance service package with the appliance to give peace of mind over breakdown cover?
  • Eco ratings are important to parents when buying white goods, while it may not be the first choice factor, the more you can emphasise good eco rating and eco-friendly use tips, the more you will help attract them to your brand.
  • Often a set of family household appliances are bought together (and tend to start failing around the same time). If you can offer value for money bundle packages, this may appeal to the parent market.

Would you like business-transforming insights from parents for your business? Use our tailored panels of engaged parents and our dedicated private platform to gather critical insights to help influence consumers to deliver long term profitability. Contact us now to find how we can help.

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