Copperbush inflating oven
A new quantitative research report (200 participants aged 35-70), conducted last month, presents in-depth insights into the status of premium brands in the electrical appliance category in the Israeli market, with an emphasis on the opportunities and challenges facing brands in this category.
Consumer preferences and their perception regarding the luxury brands in the electrical field active in Israel: ASKO, WOLF, GAGGENAU, KUPPERSBUSCH, MIELE, ZUG.
How aware are Israelis of premium brands in the electrical field?
The study revealed that only half of the respondents are aware of the existence of these brands, and only a small part of them prefer or can purchase their products.
The findings regarding the level of familiarity show a difference from other worlds where there are luxury brands, such as cars.
Most Israelis are familiar with Lexus and Mercedes.
The point of similarity between the research findings and the example from the automotive world is that, just as Israelis do not purchase Lexus or Mercedes, most of them do not purchase luxury brands for the kitchen, either due to a lack of awareness of the possibilities and a controlled layout of points of sale, or due to economic priorities.
Based on the findings, it seems that the main challenge for these brands is to deepen consumer knowledge and strengthen trust in their products.
At the same time, this is a reasonable figure considering the fact that these are premium products aimed at a limited market share.
The main value points: innovation, reliability, and design
Küppersbusch and Miele stood out especially as they are perceived by the Israeli consumer as the leading brands when it comes to innovation, reliability, exceptional service and design.
In addition, the respondents testified that these are brands that set high standards for the other brands in the category.
The report emphasizes the importance of information transparency and emphasizing unique advantages, in order to improve the perception and preference of brands among the target audience.
Also, the report shows that it is recommended to invest in targeted marketing strategies that encourage an enriching customer experience and promote brand loyalty.
"More than ever, the Israeli consumer is looking for products that not only offer technological innovation, but also provide peace of mind and reliability. The results of the study show the need to continue to adapt our offers to the changing needs of customers, while maintaining a high level of service and focusing on reliability and quality design. Beyond that, the research emerges Interesting data on the need for technological innovation, which activates the development and research departments, where a lot of energy is invested."
Summarizes Hagit Ashkenazi, director of the Küppersbusch brand in Israel.
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