Rugged Southerners Reach for the Fabric Softener

Rugged Southerners Reach for the Fabric Softener

Canstar Blue Washing Machine Survey Shows Energy Efficiency Factoring Less in Purchase Decisions

Auckland 07 March 2013 – A new survey from Canstar Blue shows that economic conditions are impacting on washing machine purchase trends.

The nationwide survey of washing machine purchasers showed that less of the survey group rated energy efficiency as the most important factor in 2013.

Derek Bonnar Canstar General Manager New Zealand says it appears that New Zealanders are managing their white goods budget as best they can.

“In the same survey last year nearly 50% of respondents said that energy efficiency was the most important factor when choosing a washing machine. In 2013, that had slipped to 37%.

“It looks like consumers are making a trade- off between ticket price and lifetime operating costs, which could prove to be a false economy. Nearly half (45%) of those surveyed say they bought their washing machine on price, not features, and just under half (47%) researched options online before purchasing.

“Washing machines that carry the blue Energy Star mark (indicating they are among NZ’s most energy efficient products) while generally are more expensive to buy, can save up to $100 per year on running costs**, which quickly add up, when you consider that the average washing machine will last at least 10 years,” says Bonnar.

A quarter of all respondents liked their clothes soft and fragrant, reaching for the fabric softener every time they used their washing machine.

Those from the deep South were more likely to use fabric softener, with one in three reaching for the Cuddly, Fluffy or Huggie. Men too, were marginally more likely than women to use fabric softener, says Bonnar.

“Those from Otago not only are more likely to use fabric softener, they also do the most washing of all New Zealanders, with 63% saying they did more than five loads each week compared to 56% for the survey overall.

Consumer satisfaction star ratings
European brand Bosch, made it two-for-two, taking out the overall satisfaction award for the second year running, heading off a field that included Simpson, Fisher and Paykel, Samsung and LG.

“Bosch appliances are consistent performers in Canstar Blue surveys,” says Bonnar.

“Not only has Bosch taken out the washing machine category, it also has New Zealand’s most satisfied dishwasher customers as well.”

The survey asked respondents who have purchased and used a washing machine in the last three years to rate their washing machine across seven categories:

1. Value for money
2. Range of washing cycles
3. Water efficiency
4. Energy efficiency
5. Effectiveness
6. Ease of use
7. Overall satisfaction

About the survey
Canstar Blue commissions Your Source to regularly survey 2,500 New Zealand consumers to measure their satisfaction across a range of products and services.

The outcomes reported here are from the 838 people within the survey group who have purchased and used a washing machine in the last three years
Age Groups:
Gen Y: 18-29
Gen X: 30-44
Baby Boomers: 45+

*To view the full results of the Canstar Blue survey go to: www.canstarblue.co.nz
** Source www.eeca.govt.nz
ENDS

About Canstar Blue:
Canstar Blue is a division of financial research and ratings company, CANSTAR, which has been operating in New Zealand for nearly a decade.

Canstar Blue uses market research to determine customer satisfaction ratings across a range of products and services in New Zealand to help consumers make the best purchasing decisions for their needs. Canstar Blue conducts similar research in Australia. New ratings are added regularly. Results are freely available to consumers who are encouraged to use the ratings as a guide to product excellence. The results can be seen at www.canstarblue.co.nz.

About CANSTAR:
Founded in 1992, CANSTAR Pty Limited is Australia and New Zealand's premier researcher of retail finance information for over 350 institutions such as banks, building societies, credit unions, finance companies, brokers, mortgage originators, life companies and finance related internet portals. CANSTAR customers use the extensive database for competitor analysis as well as a means of disseminating their product range. This information is also distributed to print and electronic media for publication and to agents, accountants, brokers and internet portals for use in advising their clients.

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