Translated Abstract
With the extremely intense competition in refrigerator industry, the new “Three Families” pattern, made up of Greencool, Haier and FRESTECH , has taken the place of the previous “Four Families” one, including Haier, Kelon, FRESTECH and Meiling. For Kelon, a key member of Greencool, how to get rid of downturn in recent years has been remarkably concerned. The markets ranking third and fourth have become the major object for refrig producers the paper, therefore, carries out a profound study on preference of Ronshen refrig’s consumers in Taixing, Jiangsu. The paper, based on the Consumer Behavior Theory, Consumer Preference Theory, Market Survey and Marketing Combination Theory, firstly describes in detail development and features of refrig industry and objectively analyzes Taixing’s refrig market. Secondly, it has designed a questionnaire aimed at preference of Ronshen refrig’s consumers in Taixing on the condition of collecting a great deal of market information, pre-investigating market and consulting with many experts in market survey in Kelon company. Thirdly, it analyzes the survey results on preference of 311 consumers who purchased Ronshen refrig during January and October in 2003. Finally, the paper arrives at the following conclusion: consumers prefer refrig’s brand that was bought by themselves or others and works well they favor products with silverly grey outlook, 161-180 liters’ volume, low electricity cost and low noise they like products at a medium price better, for instance, 1500 to 2000 Yuan (RMB) and producers with high-quality service. In addition, the paper presents suggestions on market development for Ronshen refrig in Taixing.It is expected that the research approach and its conclusion can help in Kelon’s strategies in developing new products and marketing in other third- and fourth-class markets.
Translated Keyword
[Ronshen RefrigeratorMarket ResearchPreference of consumers]
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