Combi boiler sector research

Key findings

1. Consumers want to see the product and buy from experts: 57% choose the brand’s dealer and 17% a white goods dealer; only young men favour buying online.
2. Durability, reliability and efficiency top the purchase criteria and design comes last, although all criteria are rated close to each other.
3. Best-known new-generation features: condensing technology (81%), digital control panel (72%) and fault warning system (71%).
4. New-generation features rank behind other criteria in purchase decisions; condensing falls below the average importance score.
5. Purchase price (74%) dominates cost considerations; running cost (24%) matters more to people over 50.
6. Experiences of people they know are the most influential source (62%), followed by customer reviews on social media (49%) and the seller’s opinion.
7. Women rely more on brand advertising and promotion, men more on the seller’s advice.

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