The significance of consumer research in 1. home appliance industry

The home appliance industry is an important field involving people's daily life. Its products cover refrigerators, washing machines, air conditioners, TVs, small home appliances and other categories, with high market capacity and growth potential. In 2020, the size of China's home appliance market reached 1.2 trillion billion yuan, up 6.1 percent year-on-year. With the promotion of consumption upgrading, intelligence, green and other trends, the home appliance market presents the characteristics of diversification, differentiation and personalization, and the needs of consumers are increasingly diverse and subdivided.

Consumers are the core of the home appliance market. Understanding consumer needs, preferences and satisfaction is the basis for home appliance companies to formulate market strategies and product innovation. Consumer research is a method of collecting, analyzing and interpreting consumer-related information, which aims to help home appliance companies understand consumer characteristics, motivations, attitudes, behaviors and feedback, thereby improving market efficiency and competitiveness. The significance of consumer research is mainly reflected in the following aspects:

Help household appliance enterprises to identify target markets and target consumers in order to develop and promote products in a targeted manner and increase market share and profit margins;

Help household appliance enterprises to understand the purchasing process and decision-making factors of consumers, so as to optimize product function, design, price, channel, service and other elements, and improve consumers' purchase intention and loyalty;

Help household appliance enterprises to understand the satisfaction and dissatisfaction of consumers, so as to improve product quality and service quality in time, and improve consumer satisfaction and reputation;

Help household appliance enterprises understand the new needs and new trends of consumers, so as to carry out product innovation and market innovation in a timely manner, and improve market competitiveness and adaptability.

Difficulties in consumer research in the 2. home appliance industry

Consumer research in the home appliance industry is a complex and systematic work, involving multiple links and multiple methods, requiring home appliance companies to invest a lot of time, energy and resources. In practice, home appliance companies often encounter some difficulties that affect the effectiveness and efficiency of consumer research. According to the general process of consumer research, this paper analyzes the difficulties of consumer research in the home appliance industry, as follows:

Sample selection is difficult. Sample selection is the first and most important step in consumer research, because the quality of the sample directly affects the effectiveness and representativeness of the research. The difficulty in sample selection for consumer research in the home appliance industry lies in how to determine the appropriate sample size, sample source, sample stratification and sample extraction methods to ensure that the sample reflects the characteristics and distribution of the entire target market and target consumers. Due to the large number of categories, long cycle, high price and many influencing factors of household appliances, the large number, complex structure and changeable behavior of consumers in the household appliance industry, it is very difficult to choose a sample that can represent all consumers. If the sample size is too small, too large or uneven, or if the sample source is unreliable, incomplete or not random, it will lead to sample bias and affect the accuracy and credibility of the survey.

Data collection is difficult. Data collection is the core link of consumer research, and it is also the most time-consuming and laborious link, because the quality of data directly affects the reliability and practicality of the research. The difficulty of data collection in consumer research in the home appliance industry lies in how to choose the appropriate data types, data sources, data tools and data methods to ensure that the data can truly, comprehensively and timely reflect consumer information and opinions. As the purchase process and use process of home appliances involves multiple links and aspects, and the information and opinions of consumers in the home appliance industry also involve multiple dimensions and levels, it is very difficult to collect a comprehensive, in-depth and dynamic data. If the data type is too single, too complex or irrelevant, or the data source is unstable, irregular or untrue, or the data tool is not applicable, convenient or unsafe, or the data method is not scientific, effective or unreasonable, it will lead to data distortion and affect the usability and value of the research.

The analysis method is difficult. Analysis method is the key link of consumer research, but also the most challenging link, because the choice and application of analysis methods directly affect the depth and breadth of research. The analysis method of consumer research in the home appliance industry is difficult to choose the appropriate analysis purpose, analysis framework, analysis technology and analysis software to ensure that the analysis can systematically, logically and objectively interpret the data to obtain meaningful results.Conclusionand recommendations. As the market environment and consumer behavior of home appliances are constantly changing, the data of consumers in the home appliance industry is also dynamic, complex, multidimensional and diverse, so it is very difficult to analyze a result that can be realistic, guide decision-making and create value. If the purpose of the analysis is not clear, specific or inconsistent, or the analysis framework is incomplete, unreasonable or inflexible, or the analysis technology is not accurate, advanced or inappropriate, or the analysis software is not professional, easy to use or incompatible, it will lead to analysis errors and affect the effectiveness and innovation of the research.

The result is difficult to apply. The application of results is the final link and the most important link of consumer research, because the degree of application of the results directly affects the value and significance of the research. The difficulty in applying the results of consumer research in the home appliance industry lies in how to transform the research results into the basis and guidance of market strategy and product innovation, so as to ensure that the research can bring practical benefits and advantages to the development and competition of home appliance enterprises. Because the market strategy and product innovation of household appliances need to consider various factors, such as the resources, capabilities, objectives, risks, etc. of enterprises, the results of consumer research in the household appliance industry also need to be combined with other relevant information and data for comprehensive analysis and evaluation. Therefore, it is very difficult to apply the research results to practice. If the research results are not clear, incomplete or timely, or the research results are not coordinated, consistent or matched with other information and data, or the research results are not valued, understood or adopted by the decision makers and executives of the enterprise, it will lead to the waste of research results and affect the significance and value of the research.

Countermeasures of Consumer Research in 3. Household Appliance Industry

In view of the difficulties of consumer research in the home appliance industry, this paper puts forward the following countermeasures in order to provide reference and reference for home appliance enterprises:

sample selection strategies. Before conducting consumer research, household appliance enterprises should clarify the purpose, scope and object of the research, and determine the basic characteristics and distribution of the target market and target consumers according to the category, function, price and other characteristics of household appliances, so as to determine the appropriate sample size and sample source. Household appliance enterprises should use a variety of channels and methods, such as online and offline, active and passive, quantitative and qualitative, etc., to collect basic information of target consumers, such as gender, age, income, education, region, occupation, etc., in order to carry out reasonable sample stratification and sample extraction. Household appliance enterprises should adopt scientific sampling methods, such as random sampling, stratified sampling, group sampling, etc., to ensure the randomness and representativeness of the sample, to avoid the deviation and error of the sample.

Data collection countermeasures. When conducting consumer research, household appliance enterprises should select appropriate data types and data sources according to the purpose and content of the research, such as first-hand data and second-hand data, subjective data and objective data, quantitative data and qualitative data, etc., in order to collect comprehensive and real consumer information and opinions. Home appliance companies should use a variety of tools and methods, such as questionnaires, interviews, observations, experiments, networks, social media, etc., to collect consumer behavior and feedback before, during and after purchase, in order to collect in-depth and timely Consumer information and opinions. Home appliance enterprises should establish a standardized and effective data management system, such as data quality control, data security protection, data update maintenance, etc., to ensure the accuracy and availability of data, to avoid data distortion and waste.

Analysis method countermeasures. After conducting consumer research, home appliance enterprises should choose the appropriate analysis purpose and analysis framework, such as descriptive analysis, correlation analysis, causal analysis, etc., according to the purpose and results of the research, in order to systematically and logically explain the data and draw meaningful results.Conclusionand recommendations. Home appliance enterprises should use a variety of technologies and software, such as statistical analysis, cluster analysis, regression analysis, factor analysis, SPSS, SAS, R, etc., to carry out accurate and advanced processing of data to obtain objective and innovative.Conclusionand recommendations. Household appliance enterprises should constantly adjust and optimize the analysis methods according to the changes of the market and the feedback of consumers, so as to ensure the effectiveness and innovation of the analysis and avoid the mistakes and backwardness of the analysis.

Results Application Countermeasures. While conducting consumer research, home appliance companies should combine the research results with the company's resources, capabilities, goals, risks, etc., for comprehensive analysis and evaluation, so that the research results can be transformed into the basis and guidance for market strategy and product innovation. Home appliance enterprises should coordinate, agree and match the research results with other relevant information and data, conduct comparative analysis and comprehensive analysis, so as to apply the research results to practice and bring practical benefits and advantages for the development and competition of enterprises. Household appliance enterprises should establish an effective communication and cooperation mechanism, so that the research results can be valued, understood and adopted by the decision makers and executors of the enterprise, so as to ensure the value and significance of the research results and avoid the waste and uselessness of the research results.

Conclusion

Consumer research in the home appliance industry is an important and complex work, which plays an important role in guiding and promoting the market strategy and product innovation of home appliance enterprises. However, consumer research in the home appliance industry is also facing some difficulties, such as sample selection, data collection, analysis methods, application of results, etc., which require home appliance companies to invest a lot of time, energy and resources for effective planning and execution. This paper analyzes the difficulties of consumer research in the home appliance industry, and puts forward corresponding countermeasures, hoping to provide reference and reference for home appliance enterprises, improve the effect and efficiency of consumer research, and contribute to the development and competition of the home appliance market.