Marketing Strategies Of Home Inverter Multi Air Conditioner In Shanghai Based On Consumer Behavior Research

It is important to know the market target and object for any enterprise or industry before making the correct marketing plans. It concerns the prospect of the industry future and the strategy for the enterprise to survive. So the consumer behavior research becomes very significant.In recent years, with the home multi air conditioning has been more and more popular; the air conditioning market structure has changed a lot. In order to make the market segments, first we must understand the consumer in the modern purchasing behavior.In this paper the EKB model would be used to explain the consumers’ purchase decision model, which proposed two important variables that are demographic variables and lifestyle variables would be most impactable on the consumer buying behavior.And the CHINA-VALS model would be choosed as a benchmark, to design new questionnaire and research methods. Finally we can find five cluster of the consumers type of home multi air conditioning by software SPSS for factor analysis, and cluster analysis, and cross-analysis and chi-square test.As a result, those five sub-groups of consumers are:stable living group, high quality life group, fashion group, new lifestyle group, and traditional life group.The five categories of people’s basic features are:Consumers of the stable living group have a strong sense of individual achievement and a strong sense of price-sensitive, embrace a family conscious and annual income would be around40thousand rmb. The consumers of high quality life group have a random conscious, and be impulse buying, they are usually having a high level of consumption and health conscious, the annual income of them are mainly40to80thousand rmb. The consumers of fashion group have a strong sense of fashion and brand, embrace a weak family conscious and the price sensitivity is low, and the annual income of them will be mainly80to120thousand rmb. The consumers of new lifestyle group are longing for a new life. They will pay attention to the media advertising information, their health consciousness is strong, the annual income mainly over more than120thousand rmb; the consumers of traditional life group have a family conscious and will pay attention to the advertising information, the annual income are mainly in the40to80thousand.For these five groups, a relevant marketing mix strategy would be:For the stable living group, they are not considered as a main group of the home multi air-conditioning consumer groups. In product strategy, it is not necessary to develop new products individually. But as a potential consumer groups, the enterprise could do some basic advertisement of the basic knowledge of product.For the high quality life group, they are considered as a main group of the home multi air-conditioning consumer groups. On a product strategy, it should be develop for some high quality units by set at price of10-30thousand. And the enterprise could focuses on the magazines for the advertising strategy.For the fashion group, the product strategy should focus on the development of product’s new features for a new selling point, especially in the energy saving and health protection function, price setting can be around30thousand. The advertising strategy should be put on strengthen the portal publicity.For new lifestyle group, which are also been considered as the major consumer groups. On the product strategy, the enterprise should strengthen to development a new function such as adding a smart control, the price setting could at30-50thousand. The advertising strategy should be strengthening the PPC investment on net searching.For the traditional life group, product strategy can enhance some of the basic functions of air conditioning. The price set could at10thousand. The advertising strategy should be enhanced by a price discount such as coupon.So we could help to make the right products and sales strategy for the segmentation inverter multi air-conditioning market.