The research measures APAC consumers' brand awareness, brand perceptions, current usage, consumers' willingness to pay for building illumination products, and features deemed important in building illumination/light bulb products. This research surveyed building illumination owners/consumers within Australia, Indonesia, Japan, Malaysia, Singapore, South Korea, and Thailand.
Although this research surveyed air conditioner owners within seven countries of the APAC region, many manufacturers/brands of air conditioners distribute across APAC and beyond, whilst some do not distribute their products within all surveyed countries. Some brands heavily influence the entire region findings by individual country awareness, preferences and ownership results.
The most commonly known and owned building illumination brand in the APAC region is Philips. However, in Japan and South Korea, Panasonic and Osram are brands known and preferred respectively. Other top brands like Panasonic, GE and Osram are known, preferred, and owned according to country analysis, though not necessarily across the entire APAC region.
Overall, unaided awareness is low among all building illumination product brands surveyed although a preferred communication mode is through in store displays, which allow consumers to see the effects of building illumination products first-hand.
Amongst important building illumination features surveyed in this study included energy efficiency, brightness, long life, price, availability and brand name. According to the survey, consumers consider the various building illumination features surveyed similarly, as most features are perceived as being at least "somewhat important." Energy efficiency and long life are rated most important. It is noteworthy that APAC consumers consider energy efficiency and long life as important considerations as the basic function of light bulbs – to provide light. This indicates that APAC consumers are environmentally and/or cost conscious. Conversely, brand name is of little importance to most consumers.
"It is interesting that in our other APAC consumer research of various other in-home use products such as air-conditioners and air purifiers, energy efficiency emerges as the top feature sought by consumers," comments Tonya Fowler, Global Director with Frost & Sullivan's Customer Research Team.
Overall, it appears most APAC consumers have transitioned from incandescent light bulbs to more energy efficient fluorescent light bulbs (fluorescent tubes/bulbs and compact fluorescents, known as CFL bulbs). However, fluorescent tubes/bulbs are more popular than CFL bulbs.
Most APAC consumers are willing to pay up to ten percent extra for energy efficient light bulbs. Specifically, the majority of consumers surveyed in Indonesia, Malaysia, and South Korea with the exception of Thailand, are willing to pay extra for energy efficient light bulbs. Beyond ten percent however, significantly fewer consumers appear willing to commit.
Frost & Sullivan's survey also measures participants' brand perceptions of building illumination products and offers a summary of feature importance by countries surveyed, as well as by home type demographics. Brand ranking by country analysis and product usage by country is also covered.
This survey was conducted by Frost & Sullivan's Customer Research Team, working in conjunction with Frost & Sullivan's Environment & Building Technologies Team. Specifically, the Customer Research Team conducts independent, unbiased research among end-users to evaluate and measure companies and trends in the market. Frost & Sullivan will announce the results of two additional related studies on Water Filters and Bottled Water.
For more information, please send an e-mail to Donna Jeremiah, Corporate Communications, at djeremiah[.]frost.com, with your full name, company name, title, telephone number, company email address, company website, city, state and country. Upon receipt of the above information, an overview will be sent to you by email.
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Carrie Low, Corporate Communications – Southeast Asia
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