Commenting on the strong demand for Dyson’s $699 toothbrush in Singapore, SMU Associate Professor of Marketing Hannah Chang noted that buyers are likely to be those who are already used to paying several hundred dollars for Dyson products, which are considered premium consumer technology. She said the Dyson brand and the perceived novelty of this product may be what makes the product desirable, while the desire for good dental health helps consumers justify the price tag. Assoc Prof Chang added that without knowing the initial inventory and sales figures, it is difficult to pinpoint the reason (for example, whether it is due to a strong demand, limited supply allocation, or a combination of both) why the toothbrushes have sold out within three weeks.
