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Licensed Unlicensed Requires Authentication Published by De Gruyter November 7, 2016

Consumer Behavior and Fascinating Challenges on Household Laundry and Dishwashing

Verbraucherverhalten und faszinierende Herausforderungen der Haushaltswäsche und des Geschirrspülens
  • Das Geetha and Rashmi Tyagi


Intense research in household cleaning offers more innovative cleaning solutions. Over the half of consumers worldwide favor functionality over “natural” and “multipurpose” claims in household care products. Due to rapid urbanization, emergence of small pack size, current environmental pressures and price escalation of petrochemical feedstock, the demand for sustainable laundry and dishwashing products is developing rapidly. The user-centered researches revealed that the increase in per capita income and wide range of choices, greatly influence consumers interactions with products as expenditure for household laundry and increase the number of sophisticated consumers. Dishwashing accounts for barely more than 0.5% of total per capita expenditure. Low energy as well as water consumption, high performance values are very important for the consumers when purchasing automatic washing appliances. Multi-usability and efficiency capture continuously the attention of the consumers in large scale in the sense of economic viability, environmental feasibility and reverted interest to use traditional liquid and powder detergents. Brand value and integrity proves to be also surprisingly important. Researches revealed that many consumers prefer household appliances with low water and energy consumption. As per the statistics, since half of the total surfactant consumption belongs to household applications particularly dishwashing and laundry washing, the natural product based surfactants produced from biomass are expected to continue to drive cleaning market.


Die intensive Forschung im Bereich der Haushaltsreinigung bietet mehr innovative Reinigungslösungen. Über die Hälfte der Verbraucher weltweit bevorzugen Funktionalität gegenüber Claims wie „natürlich“ und „Mehrzweck“ bei Haushaltsreinigungsprodukten. Aufgrund der schnellen Urbanisierung, des Auftretens von kleinen Verpackungsgrößen, der aktuellen Umweltbelastungen und der Preissteigerung von petrochemischen Rohstoffen, entwickelt sich die Nachfrage nach nachhaltigen Waschmitteln und Geschirrreinigern rasant. Die verbraucherbezogenen Untersuchungen ergaben, dass die Zunahme des Pro-Kopf-Einkommens und die breite Auswahlpalette die Verbraucherbeziehungen zu den Produkten und die Ausgaben für Haushaltswäsche stark beeinflussen und auch die Anzahl der anspruchsvollen Verbraucher erhöhen. Geschirrspülen macht kaum mehr als 0,5% des gesamten Pro-Kopf-Einkommens aus. Geringer Energie- und Wasserverbrauch sind für die Verbraucher als hohe Anreize beim Kauf von automatischen Haushaltsgeräten sehr wichtig. Mehrfachnutzung und -effizienz erobern weiterhin die Aufmerksamkeit der Verbraucher in großem Ausmaß im Sinn der Wirtschaftlichkeit, Umweltverträglichkeit sowie dem rückläufigen Interesse an der Verwendung von traditionellen Flüssig- und Pulverwaschmitteln. Markenwert und -integrität erwiesen sich überraschenderweise ebenfalls als wichtig. Die Forschungen ergaben, dass viele Verbraucher Haushaltsgeräte mit geringem Wasser- und Energieverbrauch bevorzugen. Da gemäß den Statistiken die Hälfte des Gesamttensidverbrauchs aus Haushaltsanwendungen, speziell der Haushaltswäsche und des Geschirrspülens, stammt, wird erwartet, dass die auf natürlichen Produkten basierenden und aus Biomasse erzeugten Tenside den Reinigungsmarkt weiter antreiben werden.

*Correspondence address, Mrs Das Geetha, Dr. Rashmi Tyagi, Jaypee University of Engineering &Technology, AB road, Raghogarh, Guna, India, E-Mail: ,

Dr. Rashmi Tyagi completed her Ph.D. in Chemistry in 1990 and obtained hersecond Master and second Ph.D. in Chemical Technology in 2003 and 2005 respectively form HBTI Kanpur. She is working as Assistant Professor, in Department of Chemical Engineering, Jaypee University of Engineering & Technology, Guna Madhya Pradesh, India since 2006.

D. Geetha completed her graduation and post graduation from Bharathidasan University, Tiruchirappalli, Tamil Nadu. She has completed her M.Phil. from Annamalai University, Chidambaram, Tamil Nadu. At presentshe is perusing her Doctoral programme from Department of Chemical Engineering, Jaypee University of Engineering & Technology, Guna, M. P. India.


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Received: 2016-04-02
Accepted: 2016-07-13
Published Online: 2016-11-07
Published in Print: 2016-11-15

© 2016, Carl Hanser Publisher, Munich

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