Dishwasher machines are one of the essential technological tools of any kitchen. Modern houses and apartments possess a wide range of assistance instruments, which save time and effort, and among them are dishwasher machines. A dishwasher is an instrument designed for washing dishes, and the need to mechanize this manual labor contributed to the invention of such a device. The first dishwashers appeared at the end of the XIX century (‘Industries’ 2019). They differ in their mode of action, in design, and in purpose and by design, dishwashers are open and chamber, the method of processing dishes depends on their device. By categorizations, dishwashers are industrial, household, specialized, universal, and their action can be continuous or periodic, and the dishwasher drive is electric. Some machines have devices that maintain the level and temperature of the water, regulating the composition of detergents. The most widespread are universal continuous machines. Dishwashers are used in large catering establishments and personal households.
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The primary target market used to be middle-class housewives, but, in the current age, almost anyone who is not below the poverty line can be considered as the target market. However, the highest demand can be observed among working women, who do not have enough time to wash the dishes. There are six main brands that were observed, which are Beko, Ariston, LG, Hoover, Whirlpool, and Bosch. Beko is a Turkish consumer electronics and domestic appliance company that entered the market in 1967. Ariston Thermo is among the top dishwasher producers, and it was founded in 1930 as a company producing scales and boilers. LG is one of the largest Korean corporations, which was established in 1947 as a plastics manufacturer (‘Industries’ 2019).
The Hoover Company was founded in 1908 in Ohio, the US, and its primary products are vacuum cleaners. Whirlpool is another American home appliance company that was founded in 1911 in Michigan, US. Finally, Bosch is a German multinational technology and engineering company that was established in 1886 (‘Industries’ 2019). All of the given brands possess the same technological principles and approaches in washing the dishes. An important point when choosing a dishwasher are models with touch controls or mechanical. Thus, in case of a malfunction of the self-diagnosis unit of the dishwasher, the cost of repairing the entire device becomes quite high. It is evident that such a failure in the machine is infrequent since manufacturers of dishwashers in a competitive mode monitor the quality of their products.
When measuring the quality of washing, as in other tests, the machine should work according to the program or cycle for the most heavily soiled tableware. A dishwasher should work two periods with clean dishes, and the measurement of the quality of washing is carried out at least five times without cleaning the dishwasher between cycles, except for cleaning the filters in accordance with the manufacturer’s recommendations. The loading of the machine at each measurement should correspond to its nominal capacity and consist of an integer number of standard sets and serving utensils and appliances. Porcelain dishes, white, coated with a glaze, should be without cracks and damage (Carte 2019). Glassware should be made of ordinary glass, without decorative trim, cutlery, stainless steel, smooth, without engraving.
The main difference lies in the overall design and additional perks. However, the most valuable point of difference for a consumer is the brand reputation and practical longevity of a machine. For instance, Whirlpool and Beko are seen as dishwashers for a consumer who seeks products at a lower price range, whereas Bosch and Ariston are well-known for their quality (Carte 2019). Bosch dishwasher is among the top machines in the market because they operate quietly and efficiently. LG dishwashers possess nine washing cycles and 8 options, which is higher than the previous brand. Whirlpool machines are considered as among the most reliable ones because they do not tend to break and operate for longer periods. In addition, Ariston has quicker cycles, Hoover more intuitive interface, and Beko is more practical (Carte 2019).
Nevertheless, there are major similarities in terms of technological processes and washing approaches of the given machines. Bosch, Whirlpool, and Ariston are all affordable, and they have models that can be purchased even by low-income individuals. LG, Hoover, and Beko are more efficient with water and appealing by design, but the latter is highly dependent on the subjectivity of a purchaser. In case of purchase, I would most certainly choose the Bosch dishwasher. The primary reason is the fact that Bosch possesses an outstanding brand image of being the most reliable, efficient, quiet, and affordable machine in the market (Fournier & Eckhardt 2019).
It is important to note that most consumers are knowledgeable or educated enough on the technical aspects of the washing process and the features that define a good dishwasher. Therefore, the majority of customers focus on basic factors, such as reliability, prices, and efficiency. Bosch has a strong brand reputation, which asserts all of these elements (Carte 2019). The modern branding concept is focused on identity, which should be understood as a set of characteristics that allow the consumer to identify with the brand in the process of its acquisition or consumption. Brand identity is the ideal content that the brand gives its provider, and which consists of the experience of employees and the vision of senior management based on a thorough study of the needs and ideas of consumers, as well as market dynamics.
However, the consumer, due to the uniqueness of his or her character, social status, and situation, carries out the identification process purely individually and more often than not, as the brand’s provider suggests. The direction of brand identification by the consumer largely determines the actions of the brand’s provider: competent positioning, integrated communications, and employee behavior (Fournier & Eckhardt 2019). That is, it is not enough for an enterprise to create a unique brand identity, it is also necessary to convey it to the consumer so that the identification processes that occur in the consumer’s thinking are carried out in the direction that the brand’s provider needs (Fournier & Eckhardt 2019). The result of the process of identification by a consumer of a brand will be its image, which is a set of associations that have developed at a certain point in time in the minds of the consumer in relation to the brand. Consequently, the main objective of identity-oriented branding is to narrow the gap between brand identity and image in the eyes of the consumer (Fournier & Eckhardt 2019). The more the consumers identify the brand with their value system, the more they trust it and, ultimately, the higher the brand’s success in the market.
In conclusion, the basis of any relationship is the trust that an individual or consumer feels for another individual or brand. Confidence in a brand can arise only if it plausibly and with a certain degree of reliability satisfies the needs of the consumer. Credibility, safety, and, ultimately, the consistency of brand promises is ensured by a high degree of pithiness of its behavior in the market. If a brand manages to prove its richness and viability in the long term, as is the case with Bosch, then target groups will have a positive image of the brand based on trust.
Carte, B 2019, We researched dishwashers for 80+ hours to find the best one for your kitchen, Web.
Fournier, S & Eckhardt GM 2019, ‘Putting the person back in person-brands: Understanding and managing the two-bodied brand’, Journal of Marketing Research, vol. 56, no. 4, pp. 602-619.
Industries 2019, Web.