Establishing electronics brand as “India’s No.1 Inverter AC Brand”
Brand perception study
Client
A global leader in consumer electronics and home appliances, seeking validation of its leadership position in India's Inverter AC segment.
Objective
The brand aimed to establish consumer perception validation to support the claim “India’s No.1 Inverter AC Brand.”
Key Objectives:
✔ Validate brands’ leadership position through consumer perception and market insights.
✔ Assess consumer opinion on product quality, user satisfaction, and brand trust.
✔ Understand purchasing behavior and decision-making factors for Air Conditioners buyers.
✔ Analyze demographic trends and regional AC insights across Tier 1, Tier 2, and Tier 3 cities.
Methodology
Given the diverse demographics and geographical distribution of AC buyers in India, Market Xcel employed a quantitative research approach through face-to-face (F2F) offline Computer-Assisted Personal Interviews (CAPI).
Sampling Strategy & Target Group
Target Age: 18-55 years
Gender Ratio: 80% Male / 20% Female (Females as joint decision-makers)
Education: Graduates & above
Occupation: Mix of professionals, business owners, and salaried individuals
Consumer Type:
Owners & Intenders (70:30 split)
First-time buyers vs. Replacement buyers
Regions Covered: All India – Tier 1, Tier 2, and Tier 3 cities
SEC Mix: NCCS A & B Households
Coverage & Data Collection Approach
Nationwide Coverage: Cities classified based on RBI guidelines and market research standards.
Interview Languages: English, Hindi, and 8+ regional languages (Bengali, Tamil, Telugu, Kannada, Marathi, Gujarati, Malayalam, Odia).
Sampling Technique:
Random sampling with zonal representation – North, South, East, West.
Ensured balanced representation of brand and non-brand AC owners.
Mix of Split AC, Window AC, and other AC types for accurate insights.
Findings & Insights
Consumer Perception of brands’ Market Leadership
✔ A majority of consumers recognized the brand as a dominant player in the inverter AC segment and best AC brand.
✔ High brand recall and trust, especially in Tier 1 and Tier 2 cities.
Key Purchase Drivers for AC Buyers
1. Product Quality & Durability – Consumers valued the brands reliability, smart cooling tech & efficiency.
Service & After-Sales Services – The brand scored high on quick service response, customer satisfaction & AC customer reviews.
3. Technology & Smart Features – Smart inverter technology was a strong differentiator.
Brand Reputation – The brands long-standing market presence strengthened consumer trust.
Tier-Wise Consumer Behavior & AC Market Expansion Trends
✔ Tier 1 Cities: Consumers sought premium AC models with smart features (IoT, voice control, AC energy efficiency).
✔ Tier 2 Cities: Rapid adoption of mid-range inverter ACs, driven by aspirational buying & affordability.
✔ Tier 3 Cities: Strong growth in entry-level AC segment, driven by rising disposable income & increased urban influence.
Competitive Benchmarking
The brand was compared with other leading brands on various attributes:
Cooling Efficiency: The brands was rated highest in consistent cooling, home cooling solutions & energy savings.
Service Turnaround Time: Faster response compared to competitors.
Brand Loyalty: Existing owners preferred to upgrade within the brand.
Outcome & Business Impact
✔ Claim Validation Achieved: The research confirmed consumer brand trust and sentiment aligns with the brands No.1 position in the inverter AC market.
✔ Stronger Brand Positioning: Insights helped the brand refine its messaging for marketing and advertising campaigns.
✔ Data-Backed Competitive Advantage: The brand gained actionable insights on competitor gaps, allowing targeted differentiation strategies.
✔ Strategic Market Expansion: Identified high-growth potential regions for focused promotions and dealership expansion.
Conclusion
Market Xcel’s comprehensive market research provided the brand with empirical data to support its No.1 Inverter AC Brand ranking. The study not only validated brand perception but also offered deep insights into consumer behavior, competitive landscape, and regional AC market trends.
Result? The brand strengthened its positioning, refined marketing strategies, and gained a data-driven roadmap for future expansion in India's fast-growing air conditioning market.
Why Market Xcel?
With 25+ years of expertise and a presence across Tier 1, Tier 2 & Tier 3 cities, Market Xcel delivers reliable, large-scale consumer insights, robust sampling & segmentation strategies and actionable, data-backed business recommendations.
Want to leverage similar brand perception study for your business? Let’s connect!
KEEP READING
