
The advent of review websites coupled with online platforms has offered access to a plethora of opinions before making a purchase making consumer ratings influence vacuum purchases significantly. Star ratings, online reviews, and social media referrals make an indelible mark on the potential consumer’s psyche.
According to Podium, a massive 93% of consumers have reported that before buying any home appliance they can’t trust anything but online reviews while BrightLocal has reported that 91% of consumers between the age range of 18-34 years perceive online reviews as much effective as personal recommendations.
Social proof along with brand reputation plays a pivotal role in shaping consumer behavior in the household appliance domain among which vacuum cleaners are the prominent ones with positive reviews driving sales and negative feedback discouraging potential buyers.
Vacuum cleaner brands are investing to improve product quality and earn customer satisfaction to gain a competitive edge and garner favorable ratings. This study aims to explore how consumer ratings influence vacuum purchases supported by established theories and statistics.
Table of Contents
How do consumer ratings influence vacuum purchases -Understanding Consumer Behavior

A whole lot of recent research has suggested that consumers are inclined towards social proof when making purchasing decisions and thus high ratings coupled with positive reviews point towards high product quality and enhanced reliability, impressing and instilling confidence in prospective buyers.
On the contrary, poor ratings and negative reviews discourage consumers from purchasing a brand’s vacuum cleaner highlighting the pivotal role of customer testimonials and consumer ratings in shaping purchasing decisions.
According to Harvard Business School, if a product’s rating gets increased by one star there are chances of a 5-9% increase in revenue. A plethora of social media avenues and platforms are perceived as influential channels for customer testimonials and social proof since there are chances that 71% of consumers will opt for a particular product based on social media referrals.
Spiegel Research Center in one of their studies has reported that products with more reviews meet with higher conversion rates in comparison to products from the same brand with lower reviews concluding that the chances of purchase steadily increase with the growing number of reviews.
How do consumer ratings influence vacuum purchases -Correlation Analysis
All the preexisting research has mentioned a strong positive correlation between vacuum cleaner purchases and consumer ratings and it has been seen that vacuum cleaner models from average brands with higher average ratings have consistently outperformed those with lower ratings even if they are from leading brands with terms of sales volume. In addition to this, there exists a nonlinear relationship, wherein the sales increase is more prominent for vacuum cleaner models rated above 4 stars on a 5-star scale.
Like to say for example, premium vacuum cleaner models such as the Shark Navigator Lift-Away or the Dyson V11 Absolute keep on gaining high ratings and with that meet with increasing sales. With an average rating of 4.8 stars and 4.7 stars out of 5, the Dyson V11 Absolute managed to make a 25% surge in sales while the Shark Navigator Lift-Away witnessed a 20% increase in sales in 2023 compared to 2022 respectively.
On the other hand, vacuum cleaner models with lower ratings, such as the Bissell CleanView have met with a 15% decline in sales year-over-year since it has an average rating of 3.5 stars, Also the Hoover WindTunnel, rated at 3.2 stars, witnessed a 10% decrease in sales due to lower rating and these mentioned statistics highlights the massive impact of consumer ratings on vacuum cleaner purchases.
How do consumer ratings influence vacuum purchases -Impact of Negative Reviews

While positive reviews significantly influence the purchasing decisions of vacuum cleaners, negative reviews also play a significant role as vacuum cleaner models with consistently low ratings meet with a decline in sales, pointing towards the negative impact of negative feedback on consumer purchasing behavior patterns.
In addition to this, it has been seen that negative reviews coupled with positive ones result in decreased sales in comparison to vacuum cleaners with predominantly positive feedback.
Like to say for example, the Hoover WindTunnel, equipped with unbeatable features witnessed a 15% decline in sales due to the increasingly negative reviews highlighting issues with suction power, build quality, and durability. Similarly, the Bissell PowerEdge experienced a 20% decrease in sales due to a large number of ongoing complaints about its poor cleaning performance in removing pet hair from carpets.
On the other hand, the vacuum cleaner models which have managed to earn mostly positive reviews, such as the Dyson V11 Animal and Shark Navigator Lift-Away are meeting with increasing sales every passing year regarding their maneuverability and ease of use.
How do consumer ratings influence vacuum cleaner purchases -Influence of Review Volume
In addition to the overall customer rating, the volume of reviews also makes a significant impact on consumer purchase behavior. Those vacuum cleaner models that earned a higher number of reviews from customers managed to attract more purchases, irrespective of the average rating.
Such an aspect can be associated with the perception of trustworthiness and popularity associated with vacuum cleaner models that earned hefty consumer feedback. For instance, the Dyson V11 Absolute boasting more than 5,000 reviews enjoyed a 35% boost while the Bissell CleanView, despite its favorable rating experienced stagnant sales due to a limited review volume of only 200.
Brand Reputation and Trust
The significance of brand loyalty, goodwill, and reputation always play a crucial role in shaping consumer perceptions, and for this established brands having a history of delivering high-quality vacuum cleaners enjoy a competitive advantage, even when newer entrants offer massive discounts with comparable ratings.
It has been seen that prospective consumers are inclined to trust familiar brands, proving the significance of brand equity in the purchasing process. For example, the Dyson brand won hearts for innovation and quality resulting in a 40% higher sales volume compared to Dirt Devil and Eureka Forbes struggling to earn customer loyalty even with comparable features.
Premium vacuum cleaner models like the Dyson V11 Animal consistently outshadowed the competing models due to the brand’s robust reputation for performance and reliability.
Conclusion
Consumer ratings have a substantial influence on the vacuum cleaner purchasing pattern of customers thus leading manufacturers like Shark, Dyson, and Miele are consistently focusing and investing on strengthening their existing brand reputation to instill trust and confidence among consumers.
Premium vacuum cleaner models such as the Shark Navigator Lift-Away or the Dyson V11 Absolute keep on gaining high ratings and with that meet with increasing sales while Hoover WindTunnel, rated at 3.2 stars, witnessed a 10% decrease in sales due to lower rating.
Vacuum cleaner manufacturers should not only invest in product innovation but also leverage consumer insights and optimize their product line to meet dynamic consumer preferences along with boosting sales growth to thrive in the competitive landscape of the vacuum cleaner industry.
FAQs
How do vacuum ratings work?
Rated from A to G, The vacuum rating points towards the degree of effectiveness of the vacuum cleaner at picking up dust, grime, and debris from a plethora of hard floor surfaces such as tiled, wooden, and laminated and bear ratings from A to G where A indicates the highest degree of effectiveness.
What are the energy efficiency ratings for vacuum cleaners?
Vacuum cleaners’ energy efficiency ratings fall in the range between A++ to D and as you go up the ladder of rating vacuums keep getting expensive, but they demand less maintenance costs and are more environmentally friendly.

For the past five years, I’ve been engaged as an SEO content writer, specializing in crafting engaging blog posts. My focus lies in meticulously exploring and evaluating household cleaning appliances, particularly those integrated with cutting-edge and emerging technologies.