Walk into any appliance store today and you’ll see it. Rows of TVs, fridges, washers — all flashing sleek designs and even sleeker prices. But behind every home appliances price is a deeper story, one that many businesses struggle to tell well.

 

Appliance pricing today is no longer just about covering costs and adding a margin. It’s about brand power, global forces, and the smart technology packed inside. And unless businesses rethink how they price and explain their value, they risk falling behind in a market that’s changing fast.

 

Let’s unpack why.

 

 >Download Now: Free PDF A Capability Framework for Pricing Teams

 

How Home Appliances Like Sony Television Hold Their Price

 

A client once asked us, “How does Sony get away with charging so much more than Samsung or LG?” It’s a fair question.

 

Take the Sony Bravia 8 II OLED TV, for instance. In Australia, the 65-inch model launches at AU$5,499 — a full AU$200 more than comparable LG and Samsung models. Yet many customers don’t even flinch. Why? Because Sony has built decades of trust. Their reputation for picture quality, craftsmanship, and innovation lets them hold a premium position.

 

It’s the same story with Dyson vacuums and Sub-Zero fridges. People don’t just buy a product. They buy status, reliability, and a story they believe in.

 

Where businesses stumble is when they ignore brand strength — or worse, try to price like a premium brand without building the credibility to back it up. Home appliances price needs to match the brand narrative. If your brand says “best in class,” your pricing must show exactly why.

 

Capability Building Programmes For Pricing & Sales Teams!

 

Why Home Appliances Price Changes Without Warning

 

Another common trap? Forgetting that appliance pricing doesn’t live in a vacuum.

 

Look at the Sony Bravia story again. In the US, the same model costs USD $3,999.99, about $500 more than last year’s equivalent. Yet in Canada, the price barely budged. Why? Tariffs. In recent years, the US government has slapped extra import taxes on electronics from major manufacturing hubs. Sony, like many others, appears to have passed that cost onto American buyers — quietly.

 

In Australia, exchange rate swings, shipping costs, and international supply chain issues all sneak into local pricing.

 

The reality is that businesses who overlook global pressures end up reacting too late. If suppliers pay more, or currency shifts bite, you feel it whether you like it or not. Ignoring these forces leads to defensive pricing moves that leave customers confused and suspicious.

 

Are Brands still valuable to consumers in 2025? 🛍️ Podcast Ep. 104!

 

Why Today’s Appliances Are a Different Beast

 

Once upon a time, a TV was a TV. Now, it’s a smart hub. It talks to your phone. It streams in 4K. And it updates its software overnight.

 

Smart appliances — from AI-enabled fridges to voice-controlled ovens — have changed the game. The extra tech boosts performance and convenience but also lifts production costs.

 

Take LG’s new G5 OLED TV series. Even though LG froze launch prices at 2024 levels, it quietly upgraded to a brighter, four-stack OLED panel. Better tech, same sticker price — at least for now. Other brands, like Sony, charge a clear premium to reflect technology leaps.

 

The catch is that many businesses don’t take the time to show why a smart washing machine costs hundreds more than a regular one. Customers only see the bigger price — not the bigger value — unless you spell it out clearly.

 

 

Building Trust in the Appliances Market

 

Today’s customers are savvy. They research. They compare. And they talk. If your home appliances price feels unfair or confusing, trust evaporates quickly.

 

Picture a customer who is eyeing two similar dishwashers. One is $300 more expensive but claims “smart energy optimisation.” Without clear explanation, the customer assumes it’s a cash grab and walks away — maybe angry enough to leave a bad review.

 

Transparency wins trust. It’s about showing not just what something costs, but why it matters. A premium price must be backed with clear benefits — better performance, lower energy use, longer lifespan, superior support.

 

Too often, businesses price in isolation and forget the emotional side of buying. Customers don’t just need a number — they need a reason to believe it’s worth it.

 

Pricing Recruitment For Pricing Managers!

 

Steps for Home Appliances Price Setting and Marketing 

 

Setting the price of home appliances isn’t simple anymore. But with the right mindset, it becomes a powerful tool, not a headache. Here’s how to get it right:

 

1. Build your brand narrative. Know what your brand stands for and make sure your pricing reflects it. Premium? Accessible? Innovative? Own it clearly.

2. Stay globally aware. Watch tariffs, shipping costs, and currency trends. Even if you’re local, the world affects your margins.

3. Showcase smart value. Don’t assume customers understand why smart tech costs more. Explain it in plain language — and focus on everyday benefits.

4. Communicate with honesty. If prices rise because of global factors, say so. Customers appreciate transparency far more than silence.

5. Think lifetime value, not one-time sale. Smart appliances often save money over time (energy, repairs, upgrades). Help customers see the bigger picture.

 

〉〉〉 Get Your FREE Pricing Audit  〉〉〉

 

Smarter Pricing for a Smarter Home Appliances Market

 

Pricing appliances today is more complex than it looks, but you don’t have to tackle it alone. By understanding brand power, staying alert to global forces, and explaining the real value of smart technology, you can build stronger connections with your customers and stand out for all the right reasons.

 

If you’re rethinking how you approach pricing — or just want a fresh perspective — feel free to reach out. We are always happy to chat and help you find a path that fits your business and your goals. After all, getting pricing right isn’t just good strategy — it’s good business.

 

For a comprehensive view of integrating a high-performing pricing team in your company, Download a complimentary whitepaper on A Capability Framework for Pricing Teams.

 

Are you a business in need of help aligning your pricing strategy, people and operations to deliver an immediate impact on profit?

If so, please call (+61) 2 9000 1115.

You can also email us at team@taylorwells.com.au if you have any further questions.

Make your pricing world-class!