The KIP Consumer

Spotlight on KIP Consumer Types

Kitchen Planners can generally be grouped into three types.

Dedicated 'No Compromise' Planners (11 %): clear planning focus & low budget restrictions, very persistent in own ideas/expectations; kitchen should last as long as possible (> 20 years).
Open Minded 'Compromise' Planners (36 %): more willing to increase budget and open to new/better ideas; kitchen is not necessarily expected to last a lifetime.
Pragmatic Budget-driven Planner (53 %): clear budget restriction require looking for low prices with acceptable quality.

With our BSH brands we mainly target 'No Compromise' and 'Compromise' Planners, while Budget Planners are not in focus. Please, find further insights on our focus planner types below.

When and how consumers deal with appliances is mindset-specific: ‘No Compromise Planners’ tend to focus on appliances right away, ‘Compromise Planners’ at a later stage and less detailed.

In all markets, 2 planning mindsets exist: 1) dedicated planners, not willing to compromise and 2) open-minded planners, willing to compromise and adjust their planning if better solutions come up.

Decision-making is mindset specific: ‘No Compromise’ Planners want the full package, price is secondary. ‘Compromise’ Planners want functionality too, but value price over (special) features.

Priorities are mindset specific: 'Compromise' Planners choose their appliances based on Functionality, Price, Availability, (and Quality), whereas 'No Compromise' Planners put less emphasis on price but value Quality, Design, Brand Coherence, and Special Features more.