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Market Segmentation for refrigerators in Australia
Introduction
The position paper examines the refrigerator within the southeast Queensland. Material for investigation was a combination of primary and secondary research. The secondary material was a collection of journals and reports on the subject. Primary research was carried out by conducting interviews in the refrigerator and points to correspondents malls fifty. The Respondents were asked to give their opinions and decisions; product preferred brands, preferred types of refrigerator energy consumption, the expected duration for the refrigerator and the history of purchase (brand loyalty).
How consumers make purchasing decisions for refrigerators
Some consumers are looking for more 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 large, which are thirty to thirty-two inches. In general, the ability of the model has storage capacity to meet the great needs of potential customers. The second category of the type refrigerators bottom freezer. This type of refrigerator has bottom freezer and the freezer on top. They offer less space than freezer superior for use. Consumers can also choose to buy refrigerators side by side. As the name suggests, usually as refrigerators and freezer compartments place refrigerator side by side. Their boxes are controlled temperature and fixed using ice-making cycles. Besides the latter, this type of refrigerators usually only are sixty-five percent usable space. (Whirlpool Corporation, 2000)
Consumers also buy built in refrigerators. These coolers are created for the purpose of placing them on the counters and cabinets. Usually, they come and side to side or bottom as freezers. However, consumers stated their use of space was quite poor. Cabinet-depth refrigerators are another category of freezers. They are free standing refrigerators, with some resemblance to built ins. However, they have less space than the current separate refrigerators. The other category is the drawer under-cabinet refrigerator. These types of refrigerators are considered as luxury items that have drawers. In general, this market segment, it was found that consumers often look for ways that can satisfy both spacing style and 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 sense, the refrigerator cabinet drawers were the least preferred as its major selling point is its stylistic features. He also said that consumers often find refrigerators with adjustable space. In this sense, they wanted refrigerators whose height can be adjusted easily. (Consumers Union, 2003)
The second segment is in relation to price. Here, consumers can buy refrigerators depending on the cost of acquiring them and also the cost of maintenance. The last general feature is represented by the amount of energy consumption. The survey found that many consumers southeast Queensland (thirty-four of the fifty) would willing to purchase energy efficient refrigerators. Consequently, this factor must be determined before purchase. Consumers often see here in consumption Power characters in the refrigerator. Other ways in which consumers know their refrigerators bought it is checking on some electrical appliances. For example, the condensers and compressors that are located on the bottom, using refrigerated condenser fans and those with copper tube condensers. Another element minimizes the energy efficiency is the building material. In general, plastic molding are more energy efficient than surfaces Formica or wood.
According to this argument, consumers also look for affordable alternatives. The question of the actual purchasing price matter much because consumers can give up comfort or quality of this trait. Many respondents as to avoid models side by side because they cost more than Bottom freezer types. Generally price-sensitive consumers visit a variety of outlets and shopping centers to determine which types are most refrigerator particularly economic. In addition, price information is normally obtained through the Internet. It should be noted that consumers also look for characteristics additional measures such as price fixing without delivery or low delivery costs.
Many consumers also consider the function. For example, certain types at the door of the refrigerator are allowances water dispenser. In addition, other manufacturing capabilities are very effective ice, while others also have capacity to accommodate large quantities of products. For example, when you have a large family with teenagers, it is likely that they would like a lot of space for trays of the parties, and a vegetable tray containers. Other features that customers look for include surfaces that are easy to clean, convenient shelves, while reaching convenience items such as the bottom freezer type do not conform to those lovers of the use of frozen products. (Digest, 2002)
Size is another important issue that consumers are always looking in the fridge. In this case, many prefer to buy refrigerators can fit their availability. In this case, consumers who fall within the lower age group, ie young people tend to buy more refrigerators small in size. On the other hand, those with families tend to get bigger sizes. Research shows that many consumers prefer refrigerators with capacities from the tree of one hundred to five hundred gallons. The quality is also to be an important factor between purchases fridge. Many consumers said the quality was generally represented by the brand name. Twenty six of the fifty respondents said they would be willing to 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 southeast Queensland: Whistinghose, Whirlpool, LG, Fisher and Paykel and Samsung. The quality of a refrigerator is also noted for its durability. Consumers indicated that they preferred commodities, with about eight years of durability, which is only possible if the refrigerator has a high quality.
Decision process of competing products
Key findings indicate that other electrical devices with similar capabilities to compete with refrigerators. For example, water dispensers and water coolers fall into this category. In addition, freezers are closely related to the latter, ice cream makers were also strong competitors. In general, consumers are looking energy-consuming capacity, quality, function and mark as desirable qualities in these competitors prices. However, the question of the role seemed weigh heavily in the cooling market it did between competitors. Moreover, since the latter competitors generally have a function such as dispensing water, then the question of segmentation by function 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 mounting patterns. Most of the models is the second independent of the freezer which is then followed by the small bar fridge. Research has also shown that Australians prefer moderate-sized refrigerators. By comparing their consumption with that of other countries in the world, can be seen that most consumers tend to prefer bar Australia commodities are 300 to 500 liters. When the above amount is usually purchased in Europe, while 500 liters are common in the United States. It has also been found in refrigerators Australian market are a mix of local creations and exported products. The two leading manufacturers including Electrolux and Fisher & Paykel. While others come refrigerators U.S., Korea, Japan, Europe and China. Has also been shown that nearly three quarters of a million refrigerators are sold every year in Australia. (Harrington, 2002)
Reference:
Harrington, L. (2002): The success in adopting new refrigerator MEPS Australia, found in href = "http://www.energyrating.gov.au/library/pubs/aceee-2002a.pdf"> 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 make a home run with refrigeration, Consumer and Family Economics Educator, 12, 9, 67
Consumers Union (2003): A guide to shopping, Refrigerators, Consumer Reports, 58, 13, 88
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