Long Life Identified as the Only Lightbulb Benefit Worth a Premium

The consumer focus groups revealed that a typical consumer perception was that lightbulbs burn out too soon. Consumers wanted long-life lightbulbs, but they thought that current claims of long life were not believable. They felt that a better lightbulb would be one that lasted longer, and that this was the only benefit that would be worth a premium. They felt that long-life lightbulbs would be less annoying and safer, and could save money in the long run. Many respondents also felt that a guarantee would add credibility to claims of long life.

The personal in-depth interviews with consumers refined their perceptionsof the long-life benefit. Many of the consumers included in this research felt that a full line of long-life lightbulbs would be more credible than one new long-life lightbulb. Respondents liked the full-line concept because they would be able to choose the ideal lightbulb type for different locations. For example, they would be able to buy expensive, very-long- lasting lightbulbs for some locations and other, less-expensive lightbulbs for other locations.