In the rapidly evolving landscape of Japan's home appliance industry, where the entry of foreign products is becoming increasingly significant, the scope of consumer product choices extends beyond domestic manufacturers to a global scale. In the midst of a market saturated with numerous products, what aspects stimulate the "purchase intention" when it comes to household electronic devices?
To shed light on this matter, we utilized i-PORT voice to conduct interviews with information-savvy Japanese men in their 30s who are passionate about household electronics. The survey focused on their preferred mediums for gathering information about household appliances, the key factors they emphasize when considering such products based on search frequency, and their preferences and specific interests.
During the interviews, we delved extensively into topics such as the distinction between Japanese-made and foreign-made products, memorable aspects of advertisements and commercials for household electronics, and products or promotional materials that tend to capture their attention. We also thoroughly explored the touchpoints that influence their selection process.
To those professionals grappling with methods for promoting household appliances and differentiation from rival companies, we hope this study can provide a plethora of insights for various product development strategies.
(Note: This research was conducted with special permission granted by the Asmarq Monitor.)