Do you find that you are drawn to a certain brand of appliance again and again? Did your mother always rely on one brand of washer and dryer? Whirlpool is aware of consumers conscious and unconscious preferences for specific appliances.
For every Whirlpool Corporation brand – including Whirlpool®, Maytag®, KitchenAid®, Jenn-Air®, Amana® and Gladiator® GarageWorks – there is a unique brand identity that is defined using proprietary consumer research about preferences, lifestyles and values. Whirlpool Corporation uses this research to make tough, strategic decisions about the kinds of product innovations, features and designs it will offer to consumers.
Each of Whirlpool Corporation’s branded products is designed to meet the specific needs and preferences of consumers from a psychographic standpoint. What’s important to one consumer may not even occur to another,” said Michael A. Todman, president, Whirlpool North America. “For instance, the consumer who buys Maytag brand focuses on reliability, so the durability of internal nuts and bolts means everything. The time-starved nature of the Whirlpool brand consumer means placing greater value on getting more done quickly, so the brand’s focus is timesaving features.”
Some other Whirlpool insights into how they, and we view their large family of brands:
- For 100 years, the Maytag brand has represented strength and lasting durability
- With a common-sense approach to life, Amana brand consumers believe in creating a pleasant atmosphere in their home. Amana consumers want quality and style at an affordable price.
- KitchenAid brand consumers enjoy cooking with others, savoring the journey of making great food with great friends and family.
- The Jenn-Air brand appeals to a consumer who loves to entertain, has uncompromising taste and pays great attention to detail.
So, the fact that your mother might have insisted on a Maytag washer because she knows they are durable is exactly what Maytag (remember they’re Whirlpool in disguise) wants her to think. It’s up to Whirlpool to build machines that uphold the reputation.
If you’d like to read more about the varieties of appliances available from these Whirlpool brands, you can do so here