…PZ, LG, Samsung lead

By Princewill Ekwujuru

The battle for market share in the home appliances sector of the Nigerian market has reduced contenders for number position to three in the refrigerator sub-sector to Life is Good, LG, makers of  LG refrigerators, Peterson Zachonis, PZ, manufacturers of  Hair Thermocool refrigerators, Samsung, producers of Samsung refrigerator among the  over 17 refrigerator brands in the market.

The competition in the market has become fiercer following the deployment of various types of technological inventions by the manufacturers designed to improve consumers’ daily lives.

Also, the industry leaders noted that with the intense hot weather  in Nigeria, increased urban migration, market size and electricity, they have  reinvented the cooling system of their refrigerators, as well as producing two-in-one refrigerators, (fridge and freezers together).

The manufacturers have also produced power efficient refrigerators, having gone ahead to develop a refrigeration technology called magnetic refrigeration (magnetocaloric refrigeration).

The technology uses no refrigerants or compressors and is 20percent more efficient than what is used today.

These developments have heightened the battle for market share and leadership of the market.

In order to get a hold on the market the leaders have also manufactured various sizes, colours and stylishly designed refrigerators that suits consumers’ income bracket.

The increasing volume of  imported second hand refrigerators, which were  not in large quantity like 10 years ago, before ban on imported refrigerator was imposed, has also contributed to battle for market share in the sub-sector.

Some of the refrigerator brands also competing for consumer attention are Chigo, Bosch, Midea, Haier Thermocool, LG, Samsung, Polystar, Ignis, Binatone, Daewoo, Hisense, Scanfrost, Sony, Nexus, Panasonic, Newclime, Whirlpool and others.

Majorly, the manufacturers depend on super distributors to reach their market audience which include retailers and unit sellers, without neglecting the concept of delivering the items to the distributors directly.

But the various type of refrigerators have their peculiar challenges in spite of  their innovativeness. Vanguard Companies and Markets C&M findings show that refrigerators with ice makers tend to have more repair problems than refrigerators without an ice maker, while refrigerators with the freezer at the bottom are more likely to need repair than top freezer refrigerators.

Accordingly C&M discovered that bottom freezer refrigerators of all brands with an ice dispenser are more likely to have problems than bottom freezer refrigerators that do not have  ice dispenser. The  side-by-side refrigerators are the most popular models but also the most likely to have repair problems.

Consumers’ responses

A sampled opinion of consumers on their preferred  refrigerator brand  revealed that majority preferred Midea, Haier Thermocool, LG, Samsung, Scanfrost and Polystar.

Furthermore,  Haier Thermocool, LG, Samsung came topmost in the minds of the consumers.  Though they also said commended other brands, they however said it is sometimes very difficult to switch allegiance to other brand (s) particularly if the preferred brand is satisfying your need.

Henry Ijeoma who operates a restaurant in Ajegunle, and uses Thermocool, said the brand  has not disappointed him, and it preserves food for up to three days if the refrigerator is not frequently opened. “The freezing and cooling rate is great,” he stated.

A consumer, Mrs Evelyn Umunake-Oji, who also operates a mini restaurant said she prefers LG, because it gives her the convenience she needs, while noting that the product is cheap compared to others. She however said  that her next preferred brand is  Thermocool if  need be.

Another consumer, a soft drink distributor said:  ‘I like Samsung for its energy consumption rate, and cooling performance.”

“For Midea bedside size, it can be powered by 2.5kv generator,” said Ignatius Ibe.

Distributors speak

According to a distributor in Alaba International, who simply gave his name as Mr Ezeude, who also do not want his company’s name mentioned:   ”LG is doing well in terms of volume and unit sales. There is hardly any home you go to without the presence of LG refrigerator. I sell close to seven units everyday which he claims to be a good sale as against other brands sold by competitors. I also sell other brands; a particular brand that is etching towards LG is Thermocool, because of its durability and generic name.

A unit seller along Iyana school junction, Iba Local Government area, Lagos,  who also sells  Thermocool refrigerators and other brands claimed that Thermocool is doing well and respected by customers.

Experts speak

According to a refrigerator expert, Engr. Austin Ogwuike of Refrigeration World, Isasi,  Lagos:  ”Of all the inventions made in the 20th century, refrigeration is  among those that altered the course of our everyday lives in a most tasteful way. Refrigeration technology is constantly evolving, and only those with the right training can adapt.

In the last 25years, the way your fridge preserved your food has been rooted in technology. Researchers have developed the next leap in home refrigeration technology—magnetic refrigeration (magnetocaloric refrigeration). The technology uses no refrigerants or compressors and is 20 percent more efficient.

The technology can be applied to other heat pump applications and has the potential to impact nearly 60 percent of the average Nigerian household’s energy consumption.”

Engr. Ephraim Ayodeji of  Cool Affairs Nigeria, Agbara, Lagos, who did not want to mention names said one of the manufacturers began its rise in refrigeration in 1999 when the company invested in brushless direct current (BLDC) inverter compressors. Since then, it has   continued to expand its investment in research and development which has enabled it to remain on the cutting edge of technology.