Explanation of the topics in the kitchen appliances survey

On this site, you can find the online results of Qudata’s HomeAnalytics surveys, covering the customer journey of buyers of kitchen appliances over the past five years. Access to these data is based on your subscription.

Subscribers have to agree to the following:

1. Personal and internal use only

The market research data provided by Qudata, Market & Trend Analyses BV is strictly for internal use within the customer's own company.

2. Prohibition of distribution and publication

The customer may not share, sell, transfer, or make the acquired data available to third parties, including but not limited to other companies, industry organizations, research agencies, or media. Publication of (parts of) the data is only allowed with prior written consent from Qudata, Market & Trend Analyses BV.

3. Restriction on modification and derivative works

The customer may not modify the data or combine it with other information to create new analyses or reports that are used or shared outside the internal business operations.

4. Intellectual property

All rights to the provided data remain the property of Qudata, Market & Trend Analyses BV. The subscription only grants a right of use under the terms of this agreement.

5. Compliance and monitoring

Qudata, Market & Trend Analyses BV reserves the right to conduct an audit if there is suspicion of a breach of these terms and to take appropriate action, including terminating the subscription without refund and claiming damages.

If you are interested in trying out these data, Qudata HomeAnalytics offers targeted customers the possibility to access the oldest data sets for free for a period of one month. If you are interested click here.

Our annual surveys are exclusively based on respondents (> 1.000 net respondents) who have actually purchased an appliance or are planning to buy one within the next six months. Since there are very many types of appliances, we have limited the surveys to: refrigerators and freezers, gas cooktops, induction and/or electric cooktops, boiling water taps, ovens, steam ovens, ranges, microwaves, extractor hoods, coffee machines, kitchen boilers, and dishwashers.

All tables can be downloaded as spreadsheets.

Brand awareness and associations

We want to understand how familiar consumers are with different kitchen appliance brands and what associations they have with these brands. This helps us map the competitive landscape.

• Brand awareness (open question): Consumers are asked to spontaneously name brands they know.
• Brand awareness (closed question): We present a list of brands and ask if consumers recognize them.
• Source of brand knowledge: Where did they first hear about these brands? (advertising, online, in-store, from friends, etc.)
• Purchased brand: Which brand did they purchase most recently?
• Brand attributes: What qualities do consumers associate with each brand? (reliability, innovation, design, value for money, etc.)

Orientation and information sources

How do consumers gather information when buying kitchen appliances?

• Sources of information: Websites, brochures, showrooms, personal recommendations.
• Online websites: Which specific websites do they visit?
• Preferred contact methods: Email, phone, chat, in-store visit.

Requirements and selection criteria

What factors influence the choice of appliances?

• Age of previous appliances: How old was the equipment being replaced?
• Trends: Energy efficiency, smart features, design trends.
• Key selection criteria: Price, brand, durability, functionality, design, service.
• Current appliances: What appliances do they currently have in their kitchen?
• Recently purchased or planned purchases: What have they recently bought, or plan to buy soon?

Purchase channels and preferences

Where do consumers buy appliances and why?

• Awareness of sales channels: Kitchen stores, furniture stores, DIY stores, building materials stores, electronics stores.
• Type of store used for purchase: What type of store did they buy from?
• Specific store: Which store, chain, or webshop exactly?
• Reason for choosing this store: Price, service, availability.
• Preferred channel for future purchases: Where would they prefer to buy next time?
• Direct delivery: Was the product delivered directly from the store, or through a third party?

Purchase intention and behavior

What triggers purchases and how do they proceed?

• Recent purchase: Have they recently bought appliances?
• Timing: When was it bought, or when is the purchase planned?
• Motivation: Why replace or add appliances?
• Total spending: How much did they spend?
• Decision-making: Who makes the final decision in the household?

Installation and service

How were the appliances installed?

• Installation: Installed by the store, a contractor, or DIY?

Demographics

Background data to help interpret the results.

Gender, age, education, household income, housing situation, landlord (if rented), and age of the home.