Flipkart delves into consumer sentiment towards large appliances
Flipkart, India's homegrown e-commerce marketplace, today announced the launch of its new campaign for large appliances - ‘Milega Umeed Se Zyaada’ to bring about a change in consumer behaviour and urge them to not hold back their desires. The 360-degree campaign stems from the core consumer insight that budget conscious consumers want to buy best-in-class products equipped with the latest technology at affordable prices.
In order to understand the purchase behaviour of consumers buying large appliances, Flipkart conducted an extensive research to understand factors that affect consumers decision and pain points. The research threw interesting insights about large appliances being a high ASP category with long refresh cycles, family involvement and a challenge of low product familiarity. The campaign addresses these insights and is aimed at enabling a behavior change in consumers of purchasing these products online.
The campaign showcases interesting insights and dynamics between family members like a daughter-in-law buying a 5 star AC for her father-in-law, a son gifting a 43 inch TV instead of a 32’ for his father- with the central focus being able to offer a delightful experience. With an aim to create an emotional connect with the consumers the campaign brings forward possibilities for consumers to buy desired products within their budget.
Speaking about the campaign, Hari G. Kumar, Senior Director, Large Appliances at Flipkart added, “Flipkart is a homegrown e-commerce marketplace which deeply understands its consumers and has initiated various efforts towards the democratization of large appliances. Through our concerted efforts towards expanding the selection and reach, we’ve been able to empower our customers to be able to afford better technology products without the pinch of price. We understand that true delight happens when impossible becomes possible and our new campaign ‘Milega Umeed Se Zyaada’ aims to inspire budget conscious consumers to fulfil their desires with Flipkart’s support.”
Flipkart offers a wide selection of large appliances from various brands and delivers to over 19000 pin codes across the country.