'Code Zero' or 'Dyson'

▲LG CordZero A9 (Provided by LG Electronics)

[Asia Economy Reporter Hwang Junho] A survey has revealed that vacuum cleaner consumers in South Korea are facing a tough dilemma when choosing between LG Electronics' CordZero and the American company Dyson's products before making a purchase.

The Korea Broadcast Advertising Corporation announced on the 7th the competitive landscape between the two leading players in the domestic vacuum cleaner market based on the results of the June consumer behavior survey. The corporation conducts a monthly consumer preference survey targeting 1,000 men and women nationwide on specific industries, and this time, it investigated consumer preferences for vacuum cleaners.

Should I Buy LG Electronics CordZero or Dyson?

Among respondents, the vacuum cleaners they most wanted to buy were those from LG Electronics and Dyson. 62% of respondents chose LG Electronics CordZero as their first choice. About 60% selected Dyson as their top pick. The corporation analyzed that the difference was within the margin of error, indicating fierce competition between the two products.

In the past year, the vacuum cleaners actually purchased were also from these two companies. LG Electronics CordZero accounted for 22%, and Dyson for 21%. Consumers cited the excellent performance of both products as key purchase points. Price, ease of use, and durability were also factors influencing their buying decisions.

Purchase rates for the two products varied somewhat according to consumer tendencies. Singles preferred Dyson, while married individuals or those with children tended to buy LG Electronics CordZero. Differences were also observed by occupation. College students and office workers had more experience purchasing Dyson, whereas professionals and self-employed individuals more frequently chose LG CordZero.

The corporation analyzed that this reflects differing consumer psychologies: an active and trendy young consumer group (Dyson) versus a middle-aged and older consumer group that values functionality and after-sales service convenience.

Women in their 30s and 40s, singles, college students and office workers prefer Dyson

However, looking at the survey results from another perspective, Dyson's preference rate is expected to rise.

Consumers who prefer Dyson tend to be young, including singles, college students, and office workers. Notably, the high preference among women in their 30s and 40s, who hold the decision-making power in households, is a point that makes LG Electronics CordZero cautious.

Meanwhile, in this survey, Samsung Electronics' wireless vacuum cleaner Jet had a consumer preference rate of 17%.

The corporation stated, "Following the outbreak of the novel coronavirus disease (COVID-19), vacuum cleaner manufacturers' future marketing strategies aimed at opening the wallets of consumers with heightened hygiene awareness will be noteworthy."