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Questionnaire on consumer behaviour for home appliances

Middle class prefers higher grade and user-friendly products.

China is now one of the leading electronics and electrical appliances consumer markets in the world. As the purchasing power of mainland residents, especially the middle class, continues to rise, the demand for high quality small home appliances, capable of meeting their daily requirements and raising their living standards, is considerable.

At the same time, in Hong Kong there are substantial number of manufacturers and traders engaged in handling these products and they are devoting considerable effort into developing the medium to high-end of the mainland market. The survey focused on eight mainland cities and was carried out during the period December to end of January A total of 1, middle- to upper-class consumers were surveyed with regard to their home appliance kitchen appliances purchasing preferences and history over the past 12 months, as well as to their likely future demands.

The findings of the survey are summarised below. Tellingly, only a small number of consumers had a preference for small kitchen appliances featuring bright colours and fancy designs. It may be significant to note that impulse buying while window-shopping at traditional retailers or browsing online accounts for a somewhat small share of the overall number of purchases.

Shopping for Appliances: Consumers’ Strategies and Patterns of Information Search

With this in mind, Hong Kong companies looking to develop their mainland market share are advised to strike an appropriate balance between online and offline channels. Hong Kong companies should also be aware that many consumers are now familiar with online-to-offline O2O shopping.

When setting out to buy electrical appliances, they often check out the product and its price at both physical stores and online shops before committing to a purchase at their preferred shop or website. When consumers undertake O2O and online shopping activities, they typically favour domestic mainland online resources, with cross-border online shopping only accounting for a relatively small percentage of the current market share.

Bearing this positioning in mind, Hong Kong companies can take advantage of the positive image of Hong Kong brands in order to successfully develop their presence in the mainland market. Despite the positive awareness in the tier one cities, there are a small number of consumers in the tier two cities who maintain they have no interest and no awareness of Hong Kong brands.


Certain consumers are also somewhat sceptical about products or brands that are less well-known. In view of this, Hong Kong companies that are new to the mainland market can try and attract consumers by leveraging on the Hong Kong brand advantage, while also offering value-for-money products and sales promotions. They should also consider carrying out more promotional initiatives, provide more product information and seek to enhance their brand awareness in order to attract consumers.

Unsurprisingly, it was younger consumers who were more interested in these smart home devices. Please click here to purchase the full research report.