An interesting and foundational paper on this topic is by Joseph Barry Mason and Mayer L. Mayer, published in the Journal of Marketing .
Consumers make their homes smarter, with a focus on security people who buy appliances
: Recent studies, such as those from ScienceDirect , show that energy efficiency has become a primary driver for modern buyers, though this interest varies significantly by region and perceived long-term cost benefits. An interesting and foundational paper on this topic
: A 2025 empirical study on Indian consumers noted that wives predominantly influence home appliance purchasing decisions (37.6%), followed by children and then husbands. : A 2025 empirical study on Indian consumers
: 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
For a more contemporary look at how people buy appliances today, you might find these research areas equally compelling:
: Most buyers (73%) had already tentatively decided what to buy before they ever stepped foot into a retail store.