In the bustling cities of India, with temperatures rising year-on-year, air conditioners (ACs) have transformed from luxury items to necessities. As the demand grows, so does the need for brands to understand the intricacies of consumers' buying behaviours. This case study sheds light on the pivotal role that AC features play in the purchase decision-making process.

Objective

The crux of the research was to dissect the importance of 'features' during the AC purchasing journey. The aim was to comprehend how potential buyers weigh different features and the myriad of factors that guide their decisions.

Methodology

The qualitative approach was chosen to dive deep into the consumers' psyche, allowing us to unearth nuanced insights and motivations that often remain concealed in quantitative studies.
Technique: Focus Group Discussions utilizing tailor-made Discussion Guides

Focus Group Discussions (FGDs) are an invaluable tool in understanding group dynamics and collective consumer sentiments. The discussions, led by trained moderators using carefully curated discussion guides, ensured that every aspect of the buying journey was explored. The guides, crafted with expert precision, enabled an organic flow to the discussions while ensuring all critical areas were covered.

Demography

Intenders and Current Owners

The rationale behind selecting both intenders and current owners was to gain a comprehensive understanding of the market. While intenders provided insights into the current market dynamics and expectations, current owners offered retrospective data on satisfaction levels, feature utility, and possible improvements.

Both Male and female participants

A diverse gender demographic was chosen to ensure inclusivity and account for varied perspectives. Gender often influences buying decisions, especially for household appliances, and it was imperative to capture this differentiation.

Age Group

30-35 years: This age bracket represents a significant portion of the urban working population, who are often the primary decision-makers for household purchases. They are also more likely to be tech-savvy, influencing the demand for modern features in ACs.

Geographical Scope

Delhi, Mumbai, Chennai, Kolkata: These cities were chosen for their diverse climatic conditions, cultural nuances, and economic standings. Each city represents a unique consumer base:
Delhi with its extreme summers, Mumbai with its humid conditions, Chennai with its consistently high temperatures, and Kolkata with its mix of humidity and heat.
By including these metropolitan areas, the study ensured a pan-Indian representation, making the findings more generalizable and actionable for brands across the nation.

Key Focus Areas

• Consumer Understanding: Delving into consumer mindsets, preferences, pain points, and aspirations.

• Role and Importance of Cooling Devices: Ascertain the positioning of ACs in the broader spectrum of household utilities.

• Detailed Purchase Process: Chronicling the myriad steps from contemplation to acquisition, evaluating consumer behaviour patterns at each juncture.

• Emerging Needs: Pinpointing the nascent requisites and aspirations in the AC realm.

• Future-forward Features: Prognosticating and cataloguing the imminent wave of high-demand features for both window and split ACs.

Outcome

• Through comprehensive discussions and projective techniques, several emerging needs were highlighted. These findings not only provided the client with a clear roadmap for immediate actions but also hinted at the evolving future of the AC industry.

• 82% of participants felt that energy efficiency was their topmost priority. This indicates a strong demand for ACs that not only cool efficiently but also conserve power.

• Another noteworthy discovery was the increasing demand for smart ACs, with 56% of the respondents from cities like Mumbai and Delhi expressing interest in integrating their cooling systems with home automation.

• The study also revealed that while 70% of buyers rely heavily on online reviews, nearly 90% of them still prefer an in-store final purchase, underscoring the importance of an omnichannel presence for AC brands.



Conclusion

This study offered a granular view of the consumer's journey when buying an AC. It has paved the way for the client to tailor their offerings more closely to consumer needs, emphasizing desired features.