Positive Research On Psychological Evaluation Of Household Vacuum Cleaner Design

China small domestic appliance market has been maintaining a rapid growth, because Chinese people would like to pursue the higher grade life-style as a result of the improvement of their consumption level. The paper selects household vacuum cleaner as an object of study which belongs to the small domestic appliance in the developing industry. From studying the consumer groups of household vacuum cleaner, the paper acquires their subjective psychological evaluation on vacuum cleaner.Firstly, the paper makes a thorough investigation and study about the trait of the household vacuum cleaner trade and the market quotation. Meanwhile, we introduce the Customer Value Theory into the positive research on psychological evaluation of household vacuum cleaner design. Through the deep discussion with the customers of household vacuum cleaner, we distinguish the customer value factors of this product which are the subjective evaluations of the customers. Then we translate the customer value factors into the sixty declarative sentences of the questionnaire. Through the factor analysis of the questionnaire, we get ten primary appraisal factors of the design of household vacuum cleaner,such as multi-functional factor, convenient factor, outward appearance factor, material factor, brand factor, advertisement promotion factor, performance factor, continuous purchase factor, color factor, purify the air factor, in which the nuclear factor is"multifunctional factor". The research indicates us that new technologies and multifunction of household vacuum cleaner make its customers finding new attractive values from the basal lay of values. Furthermore, towards other lays of values, the customers display the same value on demand when they face mature products, namely, they attach importance to individuality and style of the product as well as they care about the brand image and the product service. The achievement of this research is effective and creditable, so that it can provide reference not only for the domestic household vacuum cleaner trade how to satisfy the old customers, but also for the trade how to exploit the new market.