kb-network    News 23 Aug 2016
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Gorenje research suggests TV, magazines and displays are the go-to for consumer inspiration

Bad news for ‘brand ambassadors’; research carried out on behalf of kitchen appliance manufacturer Gorenje suggests that TV programmes, glossy mags and in-store displays are the go-to guides for home décor inspiration and kitchen improvements.

According to findings from a survey of more than 1,000 UK consumers, celebrities only inspired 2% of the UK consumers questioned, but almost 20% admitted that it was TV shows and home magazines that inspired them to refresh their décor.

Over a quarter (27.50%) of 55+ year olds said that in-store displays/ shops inspired their current kitchen designs compared to just 1 in 8 (12.00%) of 25-34 year olds.

Style rather than logo substance is winning with appliance sales according to this survey. More than a third (35.70%) of respondents said they would choose a designer appliance to update their kitchen, with 1 in 10 (12.90%) citing the brand name/logo as the main reason to make the purchase and 1 in 4 (24.40%) citing style.

Women are more likely to be tempted by designer kitchen appliances, with 40% revealing that if money was no object they would invest in one, compared to 30% of men.

And ovens came out on top (26.4%) for both men and women as the appliance they’d be most willing to spend money on.

Stuart Benson, sales director at Gorenje (seen here), said: “We’ve seen more and more consumers select appliances from our design lines, such as our exclusive Gorenje by Starck range of kitchen appliances, as they embrace decorating and renovation trends, and increasingly look for appliances that are part of a set to give their kitchen the real wow factor.”

www.gorenje.co.uk