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Marketing textbook, chapter 5

Marketing objectives and marketing strategies → Development of marketing strategies → Market field strategies (section 5.2.1)

It is repeatedly claimed that the industry installs predetermined breaking points in its appliances in order to increase sales through earlier replacement. One However, an empirical study by the Öko-Institut and the University of Bonn found no evidence for this strategy of „planned obsolescence“.

Although the average lifespan of large household appliances (washing machines, tumble dryers, fridges) and computer hardware in German households has fallen in recent years, there is no evidence that manufacturers are deliberately building technical weaknesses into their products. Often the appliances are not defective when they are replaced, but are replaced because the functional benefits of new products are greater (e.g. better usability, lower consumption values).

Based on the current consumption habits of their customers and the technical possibilities, providers calculate the expected useful life of their products, which should therefore last as long as necessary, but not as long as possible. For example, two thirds of German citizens replace their mobile phones after three years at the latest because they want more storage space or a better camera, for example, or because a replacement is included in their mobile phone contract. This is why no manufacturer designs its smartphones for an average service life of ten years.

Many manufacturers of household appliances base the durability of their products more on the benefit expectations of their target groups. For example, some suppliers build washing machines that are extremely durable, while others launch particularly inexpensive products with a significantly shorter lifespan. The figure illustrates the results of a study by the Federal Environment Agency on consumer satisfaction with the service life of electrical appliances.

A pie chart with percentages for the following statements: 36%think the lifespan of the appliance has lived up to expectations; 13% were surprised at how long the appliance has lasted; 18% thought it was time to replace the appliance; 10% would have expected a longer lifespan; 11% say the appliance has been in service for far too short a time and 3% don't know what to say.
Satisfaction with the service life of electrical appliances

Sources:

Yellow book cover with the title „MARKETING - Introduction to Theory and Practice“ in white and blue letters. At the bottom are two colourful, stylised hands that together form a heart. Authors: Andreas Scharf, Bernd Schubert, Patrick Hehn and Stephanie Glassl. Publisher: Schäffer-Poeschel.
Marketing textbook,
8th edition

Marketing textbook content

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