On request of «UFO» the Marketing Technologies Bureau organized and conducted focus groups in four cities of Ukraine (Kiev, Kharkov, Odessa and Lviv). The aim of the research was to characterize the owners of climatic home appliances, to identify their needs and consumer preferences. When conducting focus groups, the Bureau used a Schwartz methodology and laddering elements.
Among participants of focus groups were owners of different climatic home appliances. In particular: owners of different types of heaters, convectors, fans and air conditioners. Some members are holders of several climate instruments at the same time.
Almost all focus groups’ participants- the owners of equipment UFO as well as the owners of models of competitors’ brands- know about the existence of the brand UFO. In addition to advertising, for some owners the source of information on the possibilities of infrared heaters was the promotions.
Heaters (including infrared) and the coil are used for heating during the cold season (off-season and winter). One possible application of infrared heaters - heating on the outdoors, is used actively by the target audience who has private homes, villas and gardens.
From modern home appliances consumers expect compliance with such criteria as cost, functionality, versatility, comfort and reliability. Today, home appliances are not the indicator of prestige and status. The consumer is mostly pragmatic, but is willing to pay more for a safer technique.