{"id":37894,"date":"2026-01-19T12:59:24","date_gmt":"2026-01-19T11:59:24","guid":{"rendered":"https:\/\/www.hs-nordhausen.de\/?post_type=zusatzmaterial&p=37894"},"modified":"2026-01-19T12:59:24","modified_gmt":"2026-01-19T11:59:24","slug":"5-1-breaking-points-of-durable-consumer-goods-results-of-an-empirical-study","status":"publish","type":"zusatzmaterial","link":"https:\/\/www.hs-nordhausen.de\/en\/zusatzmaterial\/5-1-sollbruchstellen-bei-langlebigen-gebrauchsguetern-ergebnisse-einer-empirischen-untersuchung\/","title":{"rendered":"5-1: Predetermined breaking points in durable consumer goods - results of an empirical study"},"content":{"rendered":"

Marketing textbook, Keywords<\/span><\/p>\n\n\n\n

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Marketing objectives and marketing strategies \u2192 Development of marketing strategies \u2192 Market field strategies (section 5.2.1)<\/p>\n<\/div>\n\n\n

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It is repeatedly claimed that the industry installs predetermined breaking points in its appliances in order to increase sales through earlier replacement. One <\/strong>However, an empirical study by the \u00d6ko-Institut and the University of Bonn found no evidence for this strategy of \u201eplanned obsolescence\u201c.<\/strong><\/p>\n\n\n\n

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).<\/p>\n\n\n\n

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.<\/p>\n\n\n\n

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.<\/p>\n\n\n\n

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Satisfaction with the service life of electrical appliances<\/figcaption><\/figure>\n<\/div><\/div>\n\n\n
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Sources:<\/strong><\/h4>\n\n\n\n