Analysis Of Customers' Buying Behavior And Preferences In The Home Appliances Market-A Case Study Of Haier

This research was aimed at studying the perception of Haier products and the factors that influenced customer choice over other brands and the final decision to buy them. Results show that the Haier brand is not well known but customers affirmed that it is indeed of very good quality. Advertising greatly influences buying decisions but the major factor motivating choice over other brands is its relative cheapness. It has become imperative that Haier massively increases its advertising campaigns, improve on the quality of its products and keep its prices stable because this is the only leverage it presently has over its rivals. Finally, the Haier Group must come up with innovative marketing techniques to improve its brand image.