Numr recently conducted a survey about Residential Air Conditioner brands in India like Samsung, LG, Voltas, Blue Star etc. Rising disposable income, increasing affordability, and steadily soaring temperature are driving the demand for AC Units. Consequently, India’s Air Conditioner market is poised for massive growth. In fact, according to a 2018 report Indian Air Conditioner industry is estimated to grow at a rate of over 17% in the next five years.
Therefore, the result of the survey is given below-
PART 1- NPS® (Air Conditioner)
- Samsung received the highest NPS of 74.55.
- However, Daikin and Blue Star followed closely with NPS of 71.79 and 70.59
- Also, Voltas’s NPS was recorded to be 65.82 and Hitachi’s 65.22.
- Additionally, the NPS for Whirlpool is 62.50 and for LG, it is 60.49
PART 2- AIR CONDITIONER MARKET SHARE
- Samsung owns the majority 21%
- Following closely, South Korean brand LGcaptured 19%of the share.
- And, Voltas, our domestic brandheld16%.
- Additionally, Japanese behemoths, Hitachi, and Daikin both enjoy 10% and 9% share respectively.
- However, they are followed closely by Whirlpool that has 9% share and Blue Star which has 7%.
How important are the following in influencing your air conditioner buying preference?
- 48% of those surveyed reported ‘Energy saving Stars’ were most important in driving their purchase decision.
- However, 41% chose Brand as the most influential feature.
- Additionally, 38% reported Price as the most significant
- And, 33% each selected Online Reviews and Recommendation from Friends as extremely important.
With one in three people basing their buying decision on recommendation, a high NPS score should be one of the primary metrics that AC manufacturers should focus on. Niche brands like Samsung, Daikin and Bluestar, are miles ahead of market leaders, LG, in this regard. Watch for this market to turn soon.
-Amitayu Basu, CEO, Numr
Listen to Amitayu Basu speak about the importance of Net Promoter Score for AC manufacturers
The survey was conducted among the inhabitants of Delhi NCR, Mumbai, Bangalore, Chennai, Kolkata, and Ahmedabad. At the time of the survey, all the respondents were between 25 to 60 years of age. Also, the survey respondents were affluent vehicle owners. Additionally, they were also avid moviegoers and extremely aware of the changing technological trends.
*NPS® or Net Promoter Score® is a metric for calculating customer satisfaction and loyalty. Moreover, it is a proven indicator of Growth. It is based off a single question, that is,
“On a scale of 0-10, how likely are you to recommend (a company or a service) to you friends, family or colleagues?”
Customers who give a score of 6 or less are called Detractors. Those who give 7 or 8 are Passives where as those who give 9 or 10 are Promoters. Then, the NPS is calculated by subtracting the percentage of Detractors from the Promoters.
*Net promoter Score® and NPS® are registered trademarks of Bain & Company, Satmetrix and Fred Reichheld