奥地利冰箱用户分析报告：博世(Bauknecht)-外文版培训课件2024.7拓邦和而泰

CONSUMERS&BRANDSRefrigerators:

Bauknechtowners

in

AustriaConsumer

Insights

reportJune2024Consumer

Insights

GlobalsurveyIntroductionReport

overviewGlobalsurveymethodology(1)Design:OnlineSurvey,

splitquestionnaire

designThisreport

offers

thereader

acomprehensiveoverview

ofBauknecht

owners

inAustria:whotheyare;

whatthey

like;

what

theythink;and

how

toreachthem.

Itprovides

insightson

theirdemographics,lifestyle,

opinions,

and

marketing

touchpoints.Duration:

approx.

15

minutesLanguage:

official

language(s)

ofeach

country

withAmerican

Englishoffered

asanalternativeAdditionally,thereport

allows

thereader

toRegion:

56countriesbenchmark

Bauknecht

owners

inAustria(’’brandusers’’)

againstAustrianrefrigerator

owners

in

general(’’category

users’’),

and

theoverall

Austrianconsumer,labelled

as’’all

respondents’’

inthe

charts.Numberof

respondents:•

12,000+

forcountries

with

theextended

survey(including

Austria)•

2,000+

forthebasicsurveyThereport

isupdatedquarterly

andisbased

on

dataSample:

Internet

users,

aged18–64,quotasset

ongender

and

agefrom

theConsumer

InsightsGlobal

survey,

aninternational

survey

thatcovers

more

than15,000brandsacross

56

countries.Fieldwork:•

Continuousfrom

JanuarytoDecember•

Countries

thatreceive

theextended

survey

areupdatedfourtimesayear2Notes:(1):

Seethe

full

methodology

foradetailed

overviewofthe

study

designConsumer

Insights

Global

as

of

June

2024Sources:CHAPTER

01Management

summary•

Brand

usage•

Key

insightsBauknecht

is

the

ninth

most

owned

refrigerator

brand

in

Austria

with

AEG

in

firstplaceManagement

summary:

brandusageand

competitionTop10

most

owned

refrigerator

brandsinAustriaAEGBosch12%10%10%SiemensLiebherrSamsungGorenje8%6%6%6%MieleElektra

BregenzBauknechtBeko5%4%4%4Notes:"What

brand

is

the

(main)

refrigerator

in

your

household?’’;

Single

Pick;Base:n=1,930

refrigerator

ownersSources:Consumer

Insights

Global

as

of

June

2024The

current

share

of

refrigerator

owners

owning

Bauknecht

is

fairly

similar

to

Q1of

2021Management

summary:

brandusagetimelineTimeline

of

refrigerator

owners

owningBauknecht4%4%4%4%4%4%4%4%4%4%4%3%3%2021

Q12021

Q22021

Q32021

Q42022

Q12022

Q22022

Q32022

Q42023

Q12023

Q22023

Q32023

Q42024

Q15Notes:"What

brand

is

the

(main)

refrigerator

in

your

household?’’;

Single

Pick;Base:n=64

-

83

Bauknecht

owners,

n=1895

-

2040

refrigerator

ownersSources:Consumer

Insights

Global

as

of

June

2024Bauknecht

owners

in

AustriaManagement

summary:

key

insightsDemographic

profileConsumerlifestyleConsumerattitudesMarketing

touchpointsBauknecht

ismore

popularamongGeneration

Xthanother

refrigeratorbrands.Being

successful

ismore

important

toBauknecht

owners

thantootherrefrigerator

owners.Itstands

out

thatonly

24%

ofBauknecht

2%

of

Bauknechtconsumers

areactiveowners

would

love

tocontrol

theirhome

viasmartphone

or

voice.on

YouTube.Bauknecht

owners

remember

seeingThere

is

afairlyeven

splitofmale

andfemale

Bauknecht

owners.Bauknecht

owners

havesimilar30%

ofBauknecht

owners

areinthelate

adson

social

media

less

often

thaninterests

asowners

of

otherrefrigerator

majority

of

innovationadopter

types.other

refrigerator

owners.brands.Bauknecht

owners

haveasimilarincome

distribution

asrefrigeratorowners

ingeneral.Arelatively

highshare

ofBauknechtowners

thinkthatimmigration

is

anissuethatneedstobeaddressed.Shoppingisarelatively

popularhobbyamong

Bauknecht

owners.Bauknecht

owners

are

more

likely

toliveincitieswith

over

1million

inhabitantsthan

refrigerator

owners

ingeneral.6Sources:Consumer

Insights

Global

as

of

June

2024CHAPTER

02Demographic

profile•

Generations•

Gender•

Education•

Income•

Household

classification•

Typeofcommunity•

LGBTQ+Bauknecht

is

more

popular

among

Generation

X

than

other

refrigerator

brandsDemographic

profile:

generationsAgeof

consumersinAustriaBrand

users14%37%43%6%Category

usersAllrespondents19%34%36%11%21%34%34%12%Generation

ZMillennialsGeneration

XBaby

Boomers8Notes:’’Howoldareyou?’’;

Single

Pick;"What

brand

is

the

(main)

refrigerator

in

yourhousehold?’’;

Single

Pick;Base:n=70

Bauknecht

owners,n=1,930

refrigerator

owners,n=12,175

all

respondentsSources:Consumer

Insights

Global

as

of

June

2024There

is

a

fairly

even

split

of

male

and

female

Bauknecht

ownersDemographic

profile:

genderGenderofconsumersinAustriaBrand

users49%49%50%51%51%50%Category

usersAllrespondentsMaleFemale9Notes:’’Whatis

yourgender?’’;

Single

Pick;"What

brand

is

the

(main)

refrigerator

in

yourhousehold?’’;

Single

Pick;

Base:

n=70

Bauknecht

owners,n=1,930

refrigerator

owners,n=12,175

all

respondentsSources:Consumer

Insights

Global

as

of

June

202440%

of

Bauknecht

owners

have

a

technical

or

vocational

educationDemographic

profile:

educationConsumer’s

level

of

educationinAustria40%37%36%26%

26%19%17%13%12%12%11%10%9%

9%7%6%2%

2%2%

2%1%Noformaleducation

/primary

schoolLower

secondary

UppersecondaryTechnical

/vocationaleducationBachelor

degree

Master

degree

Doctoral

degreeeducation

(noteligible

foreducation(eligible

foror

equivalentor

equivalentor

equivalentuniversity

study)

university

study)Brand

usersCategory

usersAllrespondents10

Notes:Sources:’’Whatis

the

highest

levelofeducation

youhave

completed?’’;

Single

Pick;"What

brand

is

the

(main)

refrigerator

in

your

household?’’;

Single

Pick;

Base:

n=70

Bauknecht

owners,n=1,930

refrigerator

owners,

n=12,175

allrespondentsConsumer

Insights

Global

as

of

June

2024Bauknecht

owners

have

a

similar

income

distribution

as

refrigerator

owners

ingeneralDemographic

profile:

incomeShare

ofconsumersinAustriainthe

high,

middle,andlowthirdsof

monthlyhouseholdgross

incomeBrand

users37%35%30%32%33%33%33%Category

usersAllrespondents33%33%HighMiddleLow11

Notes:Sources:Recalculated

toonly

include

respondents

that

provide

income

information,

recodebased

on’’Monthly/annual

household

income

(local

currency)’’;Single

Pick;"What

brand

is

the

(main)

refrigerator

in

your

household?’’;Single

Pick;Base:n=70

Bauknecht

owners,n=1,930

refrigerator

owners,n=12,175

all

respondentsConsumer

Insights

Global

as

of

June

2024Compared

to

other

refrigerator

owners,

Bauknecht

owners

are

relatively

likely

tolive

in

a

single

householdDemographic

profile:

household

classificationType

of

householdsin

whichconsumersinAustrialive34%33%29%27%27%23%22%22%

22%11%

11%9%7%6%6%3%

4%Other2%1%1%Two

or

more0%SinglehouseholdCouplehouseholdSingleparenthouseholdPartnersandchildrenMulti-generationalfamilyrelated

adults

household

typesBrand

usersCategory

usersAllrespondents12

Notes:Sources:Typology

based

on’’household

size’’,’’household

constellation’’

and

’’children

under

the

age

of14

in

household’’;

Single

Pick;"What

brand

is

the

(main)

refrigerator

in

your

household?’’;

Single

Pick;Base:n=70

Bauknechtowners,n=1,930

refrigerator

owners,n=12,175

all

respondentsConsumer

Insights

Global

as

of

June

2024Bauknecht

owners

are

more

likely

to

live

in

cities

with

over

1

million

inhabitantsthan

refrigeratorowners

in

generalDemographic

profile:

typeofcommunityCommunities

whereconsumersliveinAustria36%29%28%25%24%23%23%23%16%14%14%12%12%

11%10%Rural

communitySmall

townMedium-sized

townCategory

usersLarge

cityCitywithover

1million

inhabitantsBrand

usersAllrespondents13

Notes:Sources:’’Inwhat

type

ofcommunity

do

youlive?’’;Single

Pick;

"What

brandis

the

(main)

refrigerator

in

yourhousehold?’’;

Single

Pick;Base:n=70

Bauknecht

owners,n=1,930

refrigerator

owners,n=12,175

all

respondentsConsumer

Insights

Global

as

of

June

20249%

of

Bauknecht

owners

consider

themselves

part

of

the

LGBTQ+

communityDemographic

profile:

LGBTQ+LGBTQ+

statusof

consumersinAustriaBrand

users9%79%84%83%13%Category

users5%10%Allrespondents

6%11%YesNoWould

rathernot

say14

Notes:Sources:’’Do

youconsider

yourself

partofthe

LGBTQ+community?’’;

Single

Pick;"What

brand

is

the

(main)

refrigerator

in

yourhousehold?’’;

Single

Pick;Base:

n=70

Bauknecht

owners,n=1,930

refrigerator

owners,n=12,175

allrespondentsConsumer

Insights

Global

as

of

June

2024CHAPTER

03Consumer

lifestyle•

Lifevalues•

Main

interests•

Hobbies

&leisure

activities•

Sportsactivities•

SportsfollowedBeing

successful

is

more

important

to

Bauknecht

owners

than

to

otherrefrigerator

ownersConsumer

lifestyle:

lifevaluesMost

important

aspectsof

lifefor

consumersinAustria59%57%56%42%41%40%40%42%41%42%40%36%37%35%40%33%27%27%

26%20%

19%19%17%11%11%10%9%8%

9%7%AhappyrelationshipAnhonest

andrespectable

life

own

decisionsMaking

mySafety

andsecurityHavingagood

timeSocial

justice

TobesuccessfulLearningnew

thingsTraditionsAdvancingmy

careerBrand

usersCategory

usersAllrespondents16

Notes:Sources:’’Outofthe

following

list,

which

are

the

3mostimportant

aspects

toyouin

life?

Pleasechoose

exactly

3.’’;Multi

Pick;"What

brand

is

the

(main)

refrigerator

in

yourhousehold?’’;

Single

Pick;Base:n=70

Bauknecht

owners,n=1,930

refrigerator

owners,n=12,175

all

respondentsConsumer

Insights

Global

as

of

June

2024Bauknecht

owners

have

similar

interests

as

owners

of

other

refrigerator

brandsConsumer

lifestyle:

main

interestsTop10

interestsofBauknechtowners

inAustria53%53%52%48%46%50%49%48%46%46%44%44%43%41%37%34%35%30%34%30%34%32%31%31%28%25%23%27%24%23%Health

&fitnessMovies,TVshows&musicTravelFood

&diningPolitics&societyandcurrentworld

eventsHome

&gardenCareer

&educationHistoryFamily

&parentingFashion&beautyBrand

usersCategory

usersAllrespondents17

Notes:Sources:’’Whattopics

are

youpersonally

interested

in?’’;Multi

Pick;"What

brand

is

the

(main)

refrigerator

in

your

household?’’;

Single

Pick;Base:n=70

Bauknecht

owners,n=1,930

refrigerator

owners,n=12,175

all

respondentsConsumer

Insights

Global

as

of

June

2024Shopping

is

a

relatively

popular

hobby

among

Bauknecht

ownersConsumer

lifestyle:

hobbies

&leisure

activitiesTop10

hobbiesandleisure

activities

ofBauknechtowners

inAustria54%

54%51%50%50%45%44%44%44%43%43%42%40%39%36%34%38%36%35%

33%30%34%34%34%31%31%27%30%27%26%SocializingOutdooractivitiesCooking/bakingShoppingGardeningandplantsTravelingDoing

sportsandfitnessPetsReadingTech

/computersBrand

usersCategory

usersAllrespondents18

Notes:Sources:’’Whatare

your

personalhobbies

and

activities?’’;Multi

Pick;"What

brand

is

the

(main)

refrigerator

in

yourhousehold?’’;

Single

Pick;

Base:

n=70

Bauknecht

owners,n=1,930

refrigerator

owners,n=12,175

all

respondentsConsumer

Insights

Global

as

of

June

2024Bauknecht

owners

are

more

likely

to

do

yoga

or

pilates

than

other

refrigeratorownersConsumer

lifestyle:

sports

activitiesTop10

sports

activitiesofBauknechtownersinAustria34%32%29%22%24%24%23%22%22%21%19%19%18%18%17%10%

10%10%9%9%6%

6%6%5%4%4%4%4%3%

3%HikingFitness,aerobics,

cardioCyclingSwimming/DivingYoga

/pilatesRunning/joggingDancingBadmintonTableTennisBasketballBrand

usersCategory

usersAllrespondents19

Notes:Sources:’’Which

ofthese

sports

oractivities

do

youdo

at

leastoccasionally?’’;Multi

Pick;"What

brand

is

the

(main)

refrigerator

in

yourhousehold?’’;

Single

Pick;Base:n=34

Bauknecht

owners,n=1,136

refrigerator

owners,n=6,948

allrespondentsConsumer

Insights

Global

as

of

June

2024Bauknecht

owners

follow

similar

sports

leagues,

teams,

and

competitions

asowners

of

other

refrigerator

brandsConsumer

lifestyle:

sports

followedTop10

sports

followed

byBauknechtownersinAustria24%23%12%12%11%11%10%6%6%6%6%5%5%5%5%5%5%5%4%4%4%4%4%3%3%3%

3%1%IceHockey1%0%SoccerBasketballWinter

sportsAmericanfootballMotorsportsBoxingTennisMixedMartial

ArtsAthletics(track&

field)Brand

usersCategory

usersAllrespondents20

Notes:Sources:’’Inwhich

ofthese

sports

do

youfollow

competitions,

leagues

orteams?’’;Multi

Pick;"What

brand

is

the

(main)

refrigerator

inyour

household?’’;

Single

Pick;

Base:

n=15

Bauknecht

owners,n=643

refrigerator

owners,n=3,968all

respondentsConsumer

Insights

Global

as

of

June

2024CHAPTER

04Consumer

attitudes•

Attitudestowards

consumer

electronics•

Innovation

adoption•

Challenges

facing

thecountry•

Politics21Itstands

out

that

only

24%

of

Bauknecht

owners

would

love

to

control

theirhome

via

smartphone

or

voiceConsumer

attitudes:housing

&household

equipmentAgreementwithstatements

towards

housing

&householdequipment

inAustria44%43%42%41%40%37%26%

26%24%

24%

24%20%15%

15%14%When

choosingelectronics,

Ipayclose

attention

totheirenergy

efficiencyIcould

notlivewithoutmy

smartphoneIwould

love

tocontrol

my

home

viasmartphone

or

voiceIbuynew

electronics,even

when

myoldmodel

stillworksElectronics

areastatussymbol

formeBrand

usersCategory

usersAllrespondents22

Notes:Sources:’’Which

ofthese

statements

apply

toyou?’’;

Multi

Pick;"What

brand

is

the

(main)

refrigerator

in

your

household?’’;

Single

Pick;

Base:

n=70

Bauknecht

owners,n=1,930

refrigerator

owners,

n=2,032

all

respondentsConsumer

Insights

Global

as

of

June

202430%

of

Bauknecht

owners

are

in

the

late

majority

of

innovation

adopter

typesConsumer

attitudes:innovation

adoptionInnovation

adopter

typesbasedonstatements

towards

innovation

byconsumersinAustria39%38%34%33%31%30%30%21%19%8%8%6%1%1%0%InnovatorsEarly

adoptersBrand

usersEarly

majorityCategory

usersLatemajorityAllrespondentsLaggards23

Notes:Sources:Recode

based

on’’Which

ofthese

statements

regardingtechnology

apply

to

you?’’;

Multi

Pick;

"Whatbrand

is

the

(main)

refrigerator

in

yourhousehold?’’;

Single

Pick;Base:

n=70

Bauknecht

owners,n=1,930

refrigeratorowners,n=12,175

all

respondentsConsumer

Insights

Global

as

of

June

2024A

relatively

high

share

of

Bauknecht

owners

think

that

immigration

is

an

issuethat

needs

to

be

addressedConsumer

attitudes:challenges

facingthecountryThe

10

most

important

issuesfacing

AustriaaccordingtoBauknechtowners64%63%61%50%47%43%45%44%43%40%

37%34%33%37%33%34%32%36%34%33%28%33%27%32%32%31%32%31%27%26%Rising

prices/inflation/cost

of

livingImmigrationHealth

andsocial

securityEconomicsituationHousingClimatechangePovertyUnemployment

EnvironmentCrimeBrand

usersCategory

usersAllrespondents24

Notes:Sources:’’Whatdo

youpersonally

think

are

the

mostimportant

issues

in

yourcountry

ofresidence

that

need

to

be

addressed?’’;MultiPick;"What

brand

is

the

(main)

refrigerator

in

yourhousehold?’’;

Single

Pick;Base:n=70Bauknecht

owners,n=1,930

refrigerator

owners,n=12,175

all

respondentsConsumer

Insights

Global

as

of

June

202433%

of

Bauknecht

owners

have

centrist

political

viewsConsumer

attitudes:politicsPolitical

attitudes

ofconsumersinAustriaBrand

users21%21%21%33%17%29%Category

usersAllrespondents39%17%19%23%38%22%LeftCenterRightPrefer

nottoanswer25

Notes:Sources:Recode

based

on’’Manypeople

use

the

terms’left’

and

’right’when

they

want

to

describe

political

views.Where

would

youplace

yourself

ona

scale

fromleft

to

right?’’;

Single

Pick;"What

brand

is

the

(main)

refrigerator

inyourhousehold?’’;

Single

Pick;Base:n=70

Bauknecht

owners,n=1,930

refrigerator

owners,n=12,175

all

respondentsConsumer

Insights

Global

as

of

June

2024CHAPTER

05Marketing

touchpoints•

Social

media

usage•

Media

usagebychannel•

Digitaladvertising

touchpoints•

Non-digital

advertising

touchpoints2%

of

Bauknecht

consumers

are

active

on

YouTubeMarketing

touchpoints:social

media

usageSocial

mediausageinAustriaby

brand58%59%57%59%62%61%57%53%56%29%28%24%22%18%19%18%

18%12%13%12%12%6%

6%10%6%6%6%5%5%4%FacebookYouTube

InstagramTikTokSnapchatPinterestLinkedInRedditTwitchX(Twitter)Brand

usersCategory

usersAllrespondents27

Notes:Sources:’’Whatsocial

media

platforms

do

youuse

regularly?This

does

notinclude

instant

messengerssuch

as

WhatsApp.’’;

Multi

Pick;

"What

brand

is

the

(main)

refrigerator

in

your

household?’’;

Single

Pick;

Base:

n=17

Bauknechtowners,n=488

refrigerator

owners,n=3050

all

respondentsConsumer

Insights

Global

as

of

June

2024Bauknecht

owners

tend

to

listen

to

the

radio

less

often

than

refrigerator

ownersin

generalMarketing

touchpoints:media

usagebychannelType

of

mediaconsumersinAustriahave

been

using

inthepast4weeks79%

78%75%69%68%67%64%61%53%48%48%45%43%

44%34%42%41%40%27%39%39%38%30%

29%27%

27%26%25%23%16%19%

19%16%TVDigitalvideocontentRadioDigitalmusiccontentPodcastsOnlinenewswebsitesDailynewspapersOnlinemagazinesMagazinesWeeklynewspapersMovies

/cinemaBrand

usersCategory

usersAllrespondents28

Notes:Sources:’’Whatkind

ofmedia

have

youused

in

the

past

4weeks?’’;

Multi

Pick;

"What

brandis

the

(main)

refrigerator

in

yourhousehold?’’;

Single

Pick;Base:n=70

Bauknecht

owners,n=1,930

refrigerator

owners,n=12,175

allrespondentsConsumer

Insights

Global

as

of

June

2024Bauknecht

owners

remember

seeing

ads

on

social

media

less

often

than

otherrefrigerator

ownersMarketing

touchpoints:digitaladvertising

touchpointsTop10

placeswhereBauknechtowners

inAustriahavecome

across

digitaladvertisinginthepast4weeks43%46%45%43%43%42%41%40%36%39%38%31%28%26%26%26%25%25%25%24%22%19%19%17%20%19%18%16%11%11%Search

engines

Video

portalsOnlinestoresSocial

mediaNewslettersWebsitesandappsof

brandsPodcastsEditorialwebsitesandappsVideo

games

Video

streamingservicesBrand

usersCategory

usersAllrespondents29

Notes:Sources:’’Wherehave

youcomeacrossdigital

advertisements

in

the

past4

weeks?’’;

Multi

Pick;"What

brand

is

the

(main)

refrigerator

in

yourhousehold?’’;

Single

Pick;

Base:

n=70

Bauknecht

owners,n=1,930

refrigerator

owners,n=12,175

all

respondentsConsumer

Insights

Global

as

of

June

2024Bauknecht

owners

remember

ads

they

got

by

mail

less

often

than

otherrefrigerator

ownersMarketing

touchpoints:non-digital

advertising

touchpointsPlaces

whereconsumersinAustriahavecome

across

non-digital

advertisinginthepast4weeks47%46%44%43%39%39%39%38%37%

37%36%36%

36%31%30%29%28%26%23%19%16%13%12%7%OnadvertisingspacesOnTVDirectly

inthestoreBy

mailshot

/advertisingmailOntheradioInprinteddailynewspapersInprintedmagazinesandjournalsAtthemovies/cinemaon

the

goBrand

usersCategory

usersAllrespondents30

Notes:Sources:’’Wherehave

youcomeacrossnon-digital

advertisements

in

the

past4weeks?’’;

Multi

Pick;"What

brand

is

the

(main)

refrigerator

in

your

household?’’;

Single

Pick;Base:n=70

Bauknecht

owners,

n=1,930

refrigerator

owners,n=12,175

all

respondentsConsumer

Insights

Global

as

of

June

2024CONSUMER

INSIGHTSUnderstand

what

drive