Consumer behavior with Home Appliances.
Family with at least 4 members.
Home Appliance:
Washing Machine, Microwave, Refrigerator, Food Processor, Television.
Age: 25 + Years
LOI: 4 Hours Ethnography + Camera Placement for 1 week.
Criteria: Must be using at least 4 home appliances in Household.
Regions Covered:
Metro: Mumbai & Delhi.
Metro: Mumbai & Delhi.
Tier 1: Pune & Lucknow.
Objective
- Understanding the overall lifestyle of a middle-class family.
- Understanding Firsthand the usage patterns of Home appliances like washing machines, microwave, fridges.
- Understanding what about these appliances make their lives easy and how this can be represented in a media concept.
- Also, what are the activities of the entire family that are related to these appliances that can be leveraged in a commercial.
- What design improvements can make usage of these appliances even more satisfying you.
Methodology
- Ethnographies with all families.
- Living with the respondent’s family from 8 AM to 8 PM.
- Observing them in their day-to-day rituals and assisting them in most cases to get a better understanding of their Satisfaction Gap.
- Cameras left on all night near the appliances to understand late night and any early morning activity.