Kärcher eyes better growth prospects in the UAE

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Meraj Khan, Sales and Product Head UAE, Kärcher
Meraj Khan, Sales and Product Head UAE, Kärcher

Kärcher has witnessed a strong consumer preference for its Wet and Dry Vacuum Cleaners in 2015.

By Sadiq Shaban

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Published: Thu 28 Apr 2016, 3:00 PM

Last updated: Thu 28 Apr 2016, 5:32 PM

As a global leader in cleaning technologies, innovation continues to be the most important growth factor for Kärcher. With its Wet and Dry Vacuums cleaning market growing, the company is focusing on steam cleaning technology. "Kärcher Middle East handles the GCC and Levant region from its offices in Jebel Ali. The market in the UAE is of importance to us as the different consumer segments help in the promotion of our different products and machines. Recognising the importance of the market in the UAE, we are consistently investing in our retail presence, visibility and promotional activities," Meraj Khan, Sales and Product Head UAE, Kärcher, told Khaleej Times.
Noting that customers have become increasingly savvy in the UAE, Khan added, "Consumers base their purchasing decisions on several new criteria. For instance, not long ago, buying a vacuum cleaner was all about the power of motor: the bigger the better! Nowadays, efficiency has become more relevant - how the same cleaning job can be done using less power while saving money factors into the purchasing decision. Likewise, health concerns over air quality, fine dust, allergens and so on, is increasing the popularity of machines that are capable of filtering such fine particles."
Kärcher has witnessed a strong consumer preference for its Wet and Dry Vacuum Cleaners in 2015. "Consumers look for versatility when choosing a cleaning product, so that cleaning can be done in an efficient manner and in less time. Nowadays, the trend is to ensure that versatile machines do not make cleaning a burden. This year we are continuing our educational efforts in steam cleaning technology. In the UAE, an effective steam cleaner is a must-have machine in any home. For homes with children, this is doubly important, as steam cleaning machines can eradicate dust, mites, allergens, bedbugs, viruses, germs, bacteria which are commonly found everywhere - inside the home, car, or elsewhere. Steam is a chemical-free answer to households susceptible to allergens emanating from cleaning solutions, and can also be used as a preventive measure to avoid cross-contamination," Khan revealed.
With trends hovering around top-of-the-range products that offer the best value for money, Kärcher Sales and Product Head hits an optimistic note. "We have seen in the recent past, a willingness by consumers to take time to evaluate products by comparing similar products online, or by reading product reviews. We have also seen consumers willing to pay a little extra to get more benefits from their products, furthering the argument for versatility in products."
Quality, efficiency and trust in the brand are among the main drivers of a consumer's decision-making process. "We see the Wet and Dry Vacuums cleaning market growing year-on-year, a testament to multi-functionality in machines. Likewise, steam cleaning is also growing in popularity. Both these concepts are trends, which we see growing stronger in the future in the UAE. In 2016, we are acquiring new retailers in order to serve more customers across Dubai, Abu Dhabi and the Northern Emirates," Khan concludes.
sadiq@khaleejtimes.com
 


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