: High-income shoppers were significantly more likely to make their final purchase decision at home rather than being influenced by a salesperson in-store. Modern Perspectives on Appliance Buyers
: Most buyers (73%) had already tentatively decided what to buy before they ever stepped foot into a retail store. people who buy appliances
: A 2025 empirical study on Indian consumers noted that wives predominantly influence home appliance purchasing decisions (37.6%), followed by children and then husbands. : High-income shoppers were significantly more likely to
: The study found that men often made their final decision to buy an appliance much faster than women. About 25% of male respondents purchased an item on the same day they decided they wanted it, compared to less than 20% of women. : The study found that men often made
An interesting and foundational paper on this topic is by Joseph Barry Mason and Mayer L. Mayer, published in the Journal of Marketing .
While decades old, this study offers a fascinating "time capsule" into the psychology of appliance shopping that still echoes in modern retail. Here are some of its most interesting findings: