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Analyzing generation z´s preferences for dishwashers: implications for Miele´s marketing strategy
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| 1.78 MB | Adobe PDF |
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Resumo(s)
This project provides Miele with marketing implications for Generation Z’s dishwasher
preferences. A quantitative online survey tested the importance of predefined customer value
propositions, and semi-structured interviews with marketing experts gave further targeting
insights. Results indicate that cleaning performance and appliance reliability are crucial for
Generation Z, while an adaptable user experience is comparably unimportant. Energy-efficient
entry-level dishwashers focusing on core functionalities should be marketed to meet Generation
Z’s price-consciousness and sustainability focus. Using digital channels can increase brand
awareness, while personal recommendations and guidance in physical stores are central to
purchase decisions. Results mainly apply to the German market.
Descrição
Palavras-chave
Generation z Product marketing Dishwashers Customer value proposition