‘Substantial’ group of customers rate refrigerator looks over functionality

December 5th, 2011

Appliance News

Nearly a quarter of consumers place greater importance on appearance over functionality when it comes to buying a refrigerator, an independent survey has found.

The research by Canstar Blue revealed the aesthetics of a refrigerator were most significant to 23 per cent of respondents.

Canstar Blue manager, Rebecca Logan, said: “We expected appearance to be important but were surprised to see such a substantial group of Australians rating looks over functionality when it came to choosing a key household item we rely on daily.”

The results differed across the county, with NSW residents (28 per cent) twice as likely as those from Queensland (14 per cent) to be swayed by the look of the fridge when making their purchase.

Males were slightly more likely to choose style over substance in a fridge (24%) than females (22%), according to the results.

But the survey, carried out in conjunction with Colmar Brunton, also showed three in every four people questioned chose their refrigerator based on the product’s energy efficiency.

Ms Logan added: “Interestingly, the results also showed 75 per cent of respondents picked energy efficiency as the most important factor when choosing the best fridge for their needs.

“This shows the message is getting out that energy efficient electrical items are better both for your pocket and for the environment which is good to see.”

The results were taken from questioning with 809 customers who had purchased a refrigerator in the last three years.

Last month, Colin Jones, Appliances Online’s resident product expert, spoke to 2GB’s Warren Moore about the trends in fridges.

He said the space available in a kitchen often dictates the choice of fridge, whether a customer is wanting a French door model, a side-by-side or bar fridge, or freezers.

But on the style point, Colin added: “White and stainless steel are normally the flavour of the month.

“But for those who like a bit of colour, Smeg fridges are custom made and come in a rainbow of colours.”

Listen to Colin’s 2GB segment here: