Air conditioner usage habits

Key findings

1. Once a luxury, air conditioning is now a need in homes, workplaces and public spaces; it also adds value to property, boosting sales.
2. Arçelik leads total awareness, followed by Bosch and Beko; women remember Arçelik significantly more than men.
3. Arçelik (31%) is the most used brand, Vestel (12%) second and Bosch (8%) fourth; consumers prefer local brands.
4. Warranty and service quality are the top two criteria, followed by durability, product quality, reliability and energy saving; price ranks near the bottom.
5. 52% use their air conditioner only for cooling, 5% only for heating and 43% for both.
6. Most buy from brand dealers; over-50s buy only from dealers, with electronics stores the second channel.

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