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There were other perception problem technologically speaking, however these are all minor. The major problem is the price of one unit and the lack of price savings from this energy/water savings over time to compensate for this higher price point. Consumer interest did not significantly increase according to focus groups until the price came down to $599 from the target retail price of $799.
Case Analysis
Kenmore in 1996 had 29% of washing machine marked share (exhibit 3). The initial sales for the new front loading washing machine dropped below forecast (exhibits 6 & 7) mainly due to failure to get Sears Kenmore brand in the mix...
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