Mitsubishi Electric Conducts Europe-Wide Study on Air Conditioning and Brand Perception

Mitsubishi Electric, in collaboration with Nielsen, conducted comprehensive research into sensory, cognitive, emotional and relational consumer behavior in the air conditioning sector.

This research, conducted across 12 European countries including Turkey, presents important findings on consumer purchasing habits, product evaluation metrics and expectations. The results of the research, aimed at better understanding consumer perception and expectations, provide significant insights that will inform the brand's customer-focused strategies.

According to the research, which reveals that air conditioning usage rates in Europe have reached 71%, 82% of users employ air conditioning for both heating and cooling purposes, 16% use it solely for cooling, and 2% use it only for heating. These figures highlight the need for multi-functional use of air conditioning equipment.

Research data shows that Mitsubishi Electric has gained significant momentum in brand recognition. According to the results of research conducted across leading European countries, Mitsubishi Electric is steadily advancing toward becoming the first brand that comes to mind in the air conditioning sector. Mitsubishi Electric holds a strong position in Turkey as well as in the global market. The brand, which ranks fourth in a global awareness study covering 12 countries including leading European nations such as the United Kingdom, France, Italy and Spain, underscores its position as a recognized and trusted player worldwide.

Offering an Intelligent Choice in the Air Conditioning Sector
According to research results, consumers prioritize trustworthy brand image, high product quality, energy efficiency and systems that can provide both heating and cooling year-round when selecting air conditioning. Mitsubishi Electric Turkey stands out with its strong performance in these areas and advanced technological solutions it has developed, securing top positions in consumer preferences.

Trustworthy and Expert in Consumer Minds
The research results show that Mitsubishi Electric Turkey is viewed by consumers as a trustworthy and expert brand in its field. This perception demonstrates that the brand not only is preferred in the sector but also occupies a position that shapes the sector.

Going Beyond Sector Standards with Original Ideas
The research reveals that Mitsubishi Electric differentiates itself from competitors through the distinct and original solutions it offers and has secured a strong position in consumer minds. This approach shows that the brand not only meets today's needs but is already beginning to respond to expectations regarding the future of the air conditioning sector.

Continuing to Be a Conscious Choice for Different Professional Groups
The research results show that Mitsubishi Electric stands out as a conscious choice among users from different professional groups. Mitsubishi Electric continues to sustain its growth momentum with an expanding customer base.

The company aims to repeat such market research annually in order to further increase customer satisfaction and provide proactive responses to sector expectations.