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Executive summary

Introduction

Attitudes to water

Population segmentations

Behaviours

Barriers and incentives to action

Applying the research to demand management

References

Appendix 1: Attitudes to household water metering

Appendix 2: Selecting a new washing machine

Appendix 3: Watering the garden

Appendix 2: Selecting a new washing machine

The focus of the new qualitative research on selecting a new washing machine was to understand where Waste Watchers purchasing washing machines get their information from and what influences their purchasing decisions. This section aims to provide a greater understanding of the channels of influence relating to those purchasing decisions.

The approach to purchasing a washing machine depended on the context. If the purchase was unplanned, as a result of an unexpected breakdown, the purchase process was often undertaken over a matter of days. When people were time poor, they typically made a quick reactive purchase based on the washing machines available in a range of stores at the time. The store visit was vital in this situation. The main purchase drivers were cost and convenience, especially in households with children.

In households making a planned purchase, the old washing machine often had been repaired several times. During the repair process, owners obtained feedback from the repair staff regarding reliable models as part of their information gathering. Considerable effort was made to assess the reliability of different models of washing machine. In some cases, this included assessing the ongoing costs, including power and water costs, warranties, delivery etc. Purchasers then waited to obtain the model of their choice in the sales. Obtaining a ‘good deal’ was important.

We did not pay on top [for the warranty], but we got a deal I tell you.

I think that ...big ones [stores] you can always say to them, “hey what kind of deal can you do?” ...And then they always go away and they do their little “see what I can do for you”, refer you to the brochure which tells them exactly how much they can discount to and it is already agreed anyway. And then come back and go “hey, I can do this for you”, it is already a set thing.

There was a wide range of information sought about washing machines prior to their purchase. Key aspects were obtaining a good price and/or deal, followed by reliability and/or durability and/or brand reputation. The physical size of the machine was important, particularly in smaller homes. The capacity and configuration of the machine (top loading or front loading) were also considered. Features such as the different washing cycle options were also important, as were warranty, and delivery and installation options.

Focus group participants were not aware of the significant contribution to the total household water consumption of washing machines. Instead their major concern was power use. They commented that they tried to keep their power bills down, so a machine that did not consume a lot of power was attractive.

If you are using cold water then the power doesn’t come into it, but if you are using hot water washes as well, well then it’s probably [depends on] ... how much water you use.

There was also an interest in washing machines that did not use a lot of water, to minimise the use of hot water and hence minimise power costs.

So if you use less water you use less power to heat it.

There was also, to a lesser extent, a desire not to waste water in both Wellington and Auckland. The energy-efficiency and water-efficiency labels were key communication devices to communicate cost efficiency to Waste Watchers buying washing machines. The frugal nature of Waste Watchers appeared to be the major driver in obtaining these efficiencies, rather than a desire to be environmentally responsible.

It was more like the cost was the key thing and the power usage and the water usage I looked on the stickers and it was like just reassuring to know they were reasonably economical. It wasn’t a key sort of choosing factor, but it was just like I can be sure that this is economical to use.

Table A1 summarises the different types of information sought at different stages during the purchase process. For some washing machine purchasers, typically unplanned purchases, this process was undertaken in a matter of hours or just a day or two. For other, more planned purchases, the decision-making process was conducted over a longer period of time and for some, took up to two months.

Table A1: Information sought at various decision stages for washing machine purchases

As table A1 identifies, there were a wide range of fragmented sources of information used in the decision-making process for purchasing a washing machine. In terms of the formal communication channels that marketers can access, store displays were vital. Washing machine purchasers often visited several stores to see what was available and assess their options. They depended on the printed material (which was from either the manufacturer or the retailer), that accompanied washing machines on display in a store, as a key source of information.

Mega centres were great because you could slide around the retailers really quickly and cover a lot of ground.

There was those little snapshots on the washing machine that give you like the blurb in the store which was quite good information.

Participants commented that retail sales staff were typically of little use in the decision making process. This was because they often lacked detailed product knowledge (eg, just reading the one sentence description on the store price/information display). When retail sales staff were well informed (in the minority of cases) this service did not necessarily guarantee that salesperson a sale. For Waste Watchers, the salesperson also needed to come up with a ‘deal’ to secure the sale.

I mean I find that most of the time the salesperson can’t really tell you all the nitty gritty. They can tell you the price but further than that you ask more questions they will be reading their own [brochure], so it’s like you might as well find out the information yourself.

The other main source of product information was from the internet. Many washing machine purchasers reported using internet searches. Frequently accessed sites included manufacturers’ websites, retailers’ websites, Consumer, TradeMe, and internet forums to compare different brands, and establish what was available. Some washing machine purchasers then made direct comparisons between the different brands and models to find the range of features they required. Retail websites were used to establish availability and price, and look for deals.

Retail flyers contained vital information for Waste Watchers purchasing washing machines. They provided some of the key information about cost and also headline information about size, capacity, functionality, availability and efficiency. Other than retail flyers, media advertising was infrequently mentioned both in Auckland and Wellington.

I had [one washing machine] on order at [the first store] and they were taking too long and the [second store] mailer came in the mail. And they had the same sort of deal for about the same price. So I cancelled [the first order]…and then went over there [to the second store] and picked that one…so [the first store] lost out.

Washing machine purchasers also relied on informal channels of information when deciding on a washing machine. The purchasers drew on their own knowledge and experience and that of family and friends. In some instances, the decision to purchase a washing machine was made jointly, but often the main user had the most input into the decision.

I went for the top loader because my husband hates front loaders; I have got no idea why.

Waste Watchers also reported they perused TradeMe, internet forums and other websites to find out about the reliability of washing machines.

In summary the purchase of a washing machine was complex with a wide range of factors considered. The first ‘tier’ of factors considered by Waste Watchers was cost, reliability and some aspects of functionality. Energy efficiency and water efficiency appeared in the second ‘tier’ of considerations as the following quotes show.

I think it would be in the top six, functionality, funnily enough looking back at it now, it seems a bit silly, but delivery was important at the time, price, size, reliability, not warranty, deals, that’s the price, after those [water efficiency], so in the top six.

Price, deal, functionality, warranty, and then water efficiency.

Price, size, reliability and then the water efficiency.

Simple communication was powerful, and the water- and energy-efficiency rating stickers had impact. Most recent washing machine purchasers in the groups were already aware of the labels and had seen them. The water-efficiency labelling provided a benchmark of sorts, and enabled comparison between different washing machines. In addition, there was very little confusion between water-efficiency and energy-efficiency labelling. Energy- and water-efficiency labelling were clearly understood and factored into the purchase decision.

There is a bunch of stickers on the front and then there’s the red ones are the power ones, and the blue ones are the water consumption, and with the water consumption they have stars I think but it also says how many litres it uses for a cold water wash in blue.

I actually went from a F&P 5 to a 5.5 based on the water rating. Because one was like a 2 and the other was a 2.5 and there was only half a star in it, but I thought there has got to be a difference in that on cost, on water cost.

However, there was also the expectation amongst Waste Watchers that the most energy-efficient and water-efficient washing machines were also likely to be more expensive.

I looked at a couple of models and the ones that were actually less water-efficient were slightly cheaper than the ones that were efficient.

The use of water-efficiency labelling on washing machines appears a highly effective way to convey efficiency information, as it was communicated at a glance and was easy to understand. An additional benefit of the efficiency labelling was that it was large enough to be seen in the pictures on the flyers, so that the information had more chance of becoming part of the final purchase decision.

Waste Watchers purchasing washing machines appeared to lack an understanding of the contribution of washing machine use to overall household water usage. In addition, the number and nature of the factors considered in their purchase of washing machines is already very crowded. Any further communications relating to washing machine water efficiency needs to compete with lots of other competing information.

It was harder work than I thought it would be. And it is quite a big drama to buy a new washing machine. And I thought ‘god am I just making a mountain out of a molehill just go out and do it’, but when you speak to other people it is a big deal and there is a lot to factor in.

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