Analysis Of Room AC Market
Complexity Of Room AC Market
The room AC market is very complex unlike central AC market because there are lot of players which are targeting various consumer segments according to their specific needs.
In the central AC market the corporation is spending the money and the reasons for buying an Ac are altogether different for buying an AC as compared to that for personal use.
Decisions are taken by corporate heads in case of central ACs and the priority is given to factors such as cooling capacity, after sales service, safety, price etc.
The brand is not given much importance as far as the motives are being fulfilled.
On the other hand a room AC is purchased for the following reasons
1.To create a cool ambience
2.To provide clean and fresh air
3.Status symbol
4.To Provide aesthetics to the room.
Thus the traditional concept of an AC being a cooling machine is not applicable any more. Today a consumer looks into other attributes and is becoming brand conscious because these attributes are being offered by the branded products only.
Attributes Affecting Selection Of A Brand
1. Durability
2. After Sales Service
3. Finance Options
4. Less Power Consumption
5. Technology with respect to cooling, clean and fresh air and easy operations
6. Sleek looks
7. Suitable Price
8. Brand Image
Thus it is becoming more and more important for a company to establish its brand rather the product alone.
A consumer today looks to identify with the brand he is going to own and therefore the players in the market are trying to establish their brands and position them in such a manner that they are able to relate to the psychology of their target and potential customer and provide him with a product which would be ideal for him.
In order to analyze the complexities in the Room AC market it is necessary to understand certain terms and concepts related to brands , branding and brand positioning.
Also it is necessary to look understand what are the benefits and requirements for developing these concepts.
Complexity Of Room AC Market
The room AC market is very complex unlike central AC market because there are lot of players which are targeting various consumer segments according to their specific needs.
In the central AC market the corporation is spending the money and the reasons for buying an Ac are altogether different for buying an AC as compared to that for personal use.
Decisions are taken by corporate heads in case of central ACs and the priority is given to factors such as cooling capacity, after sales service, safety, price etc.
The brand is not given much importance as far as the motives are being fulfilled.
On the other hand a room AC is purchased for the following reasons
1.To create a cool ambience
2.To provide clean and fresh air
3.Status symbol
4.To Provide aesthetics to the room.
Thus the traditional concept of an AC being a cooling machine is not applicable any more. Today a consumer looks into other attributes and is becoming brand conscious because these attributes are being offered by the branded products only.
Attributes Affecting Selection Of A Brand
1. Durability
2. After Sales Service
3. Finance Options
4. Less Power Consumption
5. Technology with respect to cooling, clean and fresh air and easy operations
6. Sleek looks
7. Suitable Price
8. Brand Image
Thus it is becoming more and more important for a company to establish its brand rather the product alone.
A consumer today looks to identify with the brand he is going to own and therefore the players in the market are trying to establish their brands and position them in such a manner that they are able to relate to the psychology of their target and potential customer and provide him with a product which would be ideal for him.
In order to analyze the complexities in the Room AC market it is necessary to understand certain terms and concepts related to brands , branding and brand positioning.
Also it is necessary to look understand what are the benefits and requirements for developing these concepts.