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Forecasts regarding household appliances and audio/video devices market in Poland
Forecasts regarding household appliances and audio/video devices market in Poland
Forecasts regarding household appliances and audio/video devices market in Poland
Forecasts regarding household appliances and audio/video devices market in Poland
Forecasts regarding household appliances and audio/video devices market in Poland
Forecasts regarding household appliances and audio/video devices market in Poland
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Forecasts regarding household appliances and audio/video devices market in Poland

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Source: http://www.research-pmr.com/a18/forecasts-regarding-household-appliances-and-audiovideo-devices-market-in-poland

Source: http://www.research-pmr.com/a18/forecasts-regarding-household-appliances-and-audiovideo-devices-market-in-poland

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  • 1. FREE ARTICLE www.research-pmr.com Forecasts regarding household appliances and audio/video devices market in Poland Author: Zofia Bednarowska April 2012
  • 2. Forecasts regarding household appliances and audio/video devices market in Poland Polish consumers buy more TVs, home theatres and computers than other audio/video devices or household appliances. Increasingly, such purchases are made online. The research carried out by PMR Research has shown that Poles make plans to buy household appliances and audio/video devices when the models they are currently using break. Large purchases are planned in advance, as an average Polish family cannot afford many expenses of this kind during the year. In 2011, only 15% of our respondents had plans to purchase household appliances, while a year later the percentage increased to 38%. The situation was similar for audio/video devices – in 2011, 15% of consumers intended to buy such items, but in 2012 the share rose to 27%. What percentage of consumers are planning to purchase household appliances and audio/video devices? 85% 85% 73% 62% 38% 27% 15% 15% YES NO YES NO HOUSEHOLD APPLIANCES AUDIO/VIDEO DEVICES 2011 2012 Source: PMR Research, 2011 www.research-pmr.com2 www.research-pmr.com
  • 3. Forecasts regarding household appliances and audio/video devices market in PolandWhat is missing in the kitchen? In 2011, most people with plans to buy household appliances intended to get a washingmachine (22%), a cooker (18%), or a fridge (17%). In next place were microwaves, foodprocessors and dishwashers, i.e. appliances we can consider additional kitchen equipment,within the reach of wealthier consumers. Plans for 2012 are less defined – nearly 47% of respondents who are definitely goingto purchase household items do not yet know what exactly it is going to be. Those that havealready decided are planning to buy a fridge (20%), a washing machine (13%) or a dishwasher(8%). The least popular items are toasters, ovens and cooker hoods. Dishwashers are becomingincreasingly popular in Polish households – according to the 2011 data of GUS for 2011, theycan be found in 15.7% of Polish households, and if plans for 2012 are put into practice, thepercentage is bound to grow.Plans to purchase household appliances 13% 20% 7% 6% 22% 8% 19% 2% 2% 17% 2% 9% 7% 7% 8% 2% Food Washing Fridge Microwave machine Cook Hoover processor Freezer Dishwasher 2011 2012Source: PMR Research, 2011 www.research-pmr.comWhat audio/video devices to we need? Data collected by PMR Research shows that despite the forecasted economic crisis 15%of Polish consumers had plans to buy audio and video devices in 2011, while a year laterthe percentage grew to 27%. The devices in greatest demand were televisions sets, hometheatres and computers. In 2011, 18% of respondents intending to purchase new devices declared the needto buy a new LCD television, 18% were considering the purchase of a plasma TV, and others– a new laptop (8%), LED television (8%) and a home theatre set (6%). In 2012, respondentsplanning to buy audio/video devices declared plans to get a plasma TV (17%), an LCDtelevision (14%), a laptop (9%) and an LED TV set (6%). The least popular categories were DVD players, audio devices and digital cameras.As smaller purchases, they do not always require planning in advance.www.research-pmr.com 3
  • 4. Forecasts regarding household appliances and audio/video devices market in Poland Plans to purchase audio/video devices 17% 14% 9% 7% 18% 18% 1% 2% 4% 2% 8% 7% 9% 5% 4% 6% 3D TV LCD TV LED TV Plasma Home HI-FI Desktop Laptop TV theatre computer 2011 2012 Source: PMR Research, 2011 www.research-pmr.com Polish households increasingly modern According to GUS, Polish households are changing in favour of technologically advanced appliances. Since 2000 the number of computers with internet access has increased twelvefold, and there are nine times more dishwashers. The differences between the wealthiest and poorest households reach 16% in terms of the number of computers with internet access, and up to 21% for plasma or LCD television sets. In the area of household appliance purchases, the biggest growth change has been observed in the countryside. According to PMR Research respondents living in the country intended to buy mainly white goods (most of all washing machines and fridges at the end of 2011, as well as cookers and dishwashers in 2012). Respondents with smallest plans to buy household appliances in 2011 were those living in cities with over 500,000 in population. Young consumers prefer audio/video devices to household appliances According to PMR Research, people aged 18–24 practically did not intend to buy household appliances in 2011 (90%). Also pensioners had no big plans in 2011. Nothing suggests that the tendency should change in 2012. However, in terms of audio/video devices, the plans of the 18 to 24 year olds included purchases of various models of television sets, but most of all new laptops – 32% declared such plans in 2012 (of all respondents with definite plans for 2012).4 www.research-pmr.com
  • 5. Forecasts regarding household appliances and audio/video devices market in PolandMore audio/video devices purchased online 32% of consumers who shop online declare that they buy household appliancesor audio/video devices on the internet at least once a year, according to other findings of PMRResearch. In the question about products purchased online (in both e- stores and at auctions),electronics, computers and photographic equipment were the second (after clothes) mostpopular category of products purchased online by Polish consumers (with 24%). In third placewere household appliances, radios and TVs and furniture (with 18% of online shoppers).The nationwide consumer survey was carried out by PMR Research in October 2011 ona representative sample of 1,000 adult Poles. Estimation error reached around 5%.www.research-pmr.com 5
  • 6. About PMR PMR Research (www.research-pmr.com) is the specialised custom research unit of PMR. It offers a full array of qualitative and quantitative research methodologies, providing services such as customer satisfaction studies, brand awareness and brand image research, distribution and competition studies, segmentation analyses, fieldwork, online surveys and customised analyses of selected branches of the economy. PMR Research’s services are available in over 20 countries of Central and Eastern Europe. PMR Consulting (www.pmrconsulting.com)provides a wide range of services in over 20 countries of Central, Eastern and Southern Europe, including market entry feasibility studies,sourcing, CI (competitive intelligence), strategic advisory, FDI assistance (M&A and greenfield projects), quick consulting as well as any other services and support a company might require to enter a market, find a business partner or gain reliable information. Our services are always tailored to the specific requirements of our clients, many of which are Fortune 500 companies PMR Publications (www.pmrpublications.com)provides reliable market intelligence for business professionals interested in Central and Eastern European countries as well asother emerging markets. Publications by PMR analyse the business climate in the region, in particular in the construction, retail, IT, telecommunications and pharmaceutical sectors. PMR Publications offers both free and paid subscription newsletters, internet news portals and in-depth reports. To find out more about Poland and Central and Eastern European countries please visit www.polishmarket.com and www.ceemarket.com as well as regional and national sector portals dedicated to construction (www.constructionpoland.com, www.constructionrussia.com, www.constructionukraine.com), IT and telecom (www.itandtelecompoland.com, www.ceeitandtelecom.com, www.ictrussia.com), retail (www.retailpoland.com, www.ceeretail.com, www.russiaretail.com) and pharma (www.pharmapoland.com, www.ceepharma.com). Contact PMR PMR Research Marketing tel.: /48/ 12 618 90 80 tel.: /48/ 12 618 90 20 e-mail: info@pmr-r.com, e-mail: marketing@pmrcorporate.com www.research-pmr.com www.pmrcorporate.com

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