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Case 2: Market readiness for a residential ventilation system designed for providing better household living conditions and lower energy costs. The case of Lindab in Romania

In 2016, Lindab Romania wanted to include its product assortment a ventilation system for residential use. In this regard the company is faced with the question of whether such a system would be sought after in Romania. Narrowing down from this problem definition, the present study focuses on uncovering buying and non-buying reasons for such a system in Romania in order to match them with the benefits provided by the ventilation system, which can be effectively summarised in healthier indoor environment and lower electricity and gas bills. The research methodology was centred on qualitative research in the form of in-depth interviews and group discussions for prompting possible reasons and restrictions for buying a mechanical ventilation system for household purposes.