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• Identify the main factors of choice of a certain brand of conditioner and supplier
• Describe the actual sequence of brand choice
• Investigate price expectations and preferences of potential and actual customers of conditioners
• Investigate brand identity of "Mitsubishi" and brands competing among consumers
• Identify reasons for choosing or not choosing of brand "Mitsubishi"
• Provide recommendations on the choice of marketing strategies to promote conditioners MHI
Within the research the experts of the Marketing Technologies Bureau have conducted 102 in-depth interviews of individuals and legal entities that are planning to purchase or have already purchased the air conditioner.
The most important characteristics in situation of choise of the air conditioner, according to the research, are: 1. Low noise 2. Guarantee period 3. Environment/air filters 4. Economy 5. Work on heating
Respondents also understand that the air conditioner - it is a key element of the climate control system in house and office space. And, after all - it is an important factor affecting the quality of life.
This important message could be the ideological foundation of marketing and advertising strategies to promote air conditioners "MHI" with the following position:
Conditioners "MHI". Climate Control.
The results of the study also showed that for the successful promotion of air conditioners "Mitsubishi" it is needed educational campaign, which will form the objective criteria for selecting the brand conditioner with consumers.