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Frames study : “Household appliance technology and how it contributes to making people's lives easier”
Romanians have started changing their household appliances sooner, so that while in the past the rate of replacing refrigerators, cooking appliances, or washing machines was between 7 and 10 years, with a significant part of the population making purchases after 10 to 12 years, now most of them (70.3%) buy them after 4 to 7 years and even sooner, especially in the case of small appliances, according to the Haier Market Outlook 2021 study made by Haier Romania and Frames.
61.9% of Romanians interviewed for the study declared that the pandemic determined them to make changes in their household and electric appliances came first.
Besides TV sets, laptops and smartphones, Romanians bought, during pandemic, many household appliances from kitchen appliances (multicooker, kitchen robot, sandwich maker, etc.) to refrigerators, washing machines, coffee makers. Thermal centrals/boilers, ovens/microwave ovens, refrigerators and vacuum cleaners held pride of place.
32% of people interviewed change their small electric appliances (coffee makers, microwave oven, juicer, blender, mixer, kitchen robot, kitchen accessories, iron, iron station, sandwich maker) after 1 to 3 years.
When they want to buy new household appliances, Romanians count on recommendations and reviews, technical specs and brand notoriety. The lowest price is no longer a relevant criterion.
This explains the fact that over 70% of people interviewed, when they have to choose between two products – a classical one and another one of the latest generation – would pick the one that offers a superior technological level, such as technologies for anti-bacterial protection, steam use, no frost technology, motor inverter and direct motion, etc.
74% of people interviewed declared that the warranty period offered by producers is an important criterion ( extensive warranty versus 2 year warranty offered by law).
Asked about the household appliance that added value to everyday life, 15.2% of people interviewed indicated refrigerators, 13.6% ovens, 12.7% washing machines and 11.4% vacuum cleaners.
The list of essential household appliances includes coffee makers (8.9%), air conditioners (8.2%), boilers (7.2%), dish washing machines (6.1%), dryers (5.2%).
The pandemic, with its restrictions, made Romanians shop online, statistics indicating a doubling of online sales in 2020 compared to 2017, over 5 billion euros, a trend that continued in 2021.
A confirmation of the increase of online purchases is given by results of the Frames & Haier study, which shows that 19.3% of respondents bought, over the last year, exclusively online, while those who shopped from stores represented 16.7%. Most customers declared that they bought both online and from classical stores.
The Frames study on the Romanians' perception about household appliances, called “Household appliance technology and how it contributes to making people's lives easier,” a part of Haier Market Outlook 2021 was made upon the request of Haier Romania, in July 2021, on a sample of 3,500 people.
Interviews were made by means of online, phone and email questionnaires. The respondents' profile was represented by 52% men and 48% women, 65% from the urban area, with ages between 18 and 58 years ( average age 38 years).