Essay - Customer Analysis/consumer Behavior on Major Home Appliances (Maytag) Customer Description...

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Customer Analysis/consumer behavior on Major Home Appliances (Maytag)

Customer description at industry level

***** typical major home appliance customer is part of a couple, a homeowner, and is buying h***** or her first or second washing machine, refrigerator, or stove and desires a quality product, rat***** than a product th*****t will simply 'do the job' for a short period of time. Demographically this consumer demand segment is more likely to be composed of homeowners than renters. Geographically these buyers are likely to be somewhat dispersed, as no single segment of the country but more likely ***** be concentrated in suburban than urban **********. Psycho graphically they value home life. Their lifestyles include children, and Compared to purchasers ***** non-qualified products, appliance purchasers also tend to be slightly older, and slightly ***** educated. Purchasers of Energy efficient ***** *****ed to be even *****—***** the average home appliance customer is between 40-49 years old, the energy efficient conscious consumer was 50-59 in his or her ***** age range. (D&R International, 1999, p.1) Behavi*****al characteristics ***** terms ***** how ***** use the product would define them as ***** heavy uses (cookers rather than consumers of f*****t food), individuals who desire a quality ***** because they frequently use the product. The median income of such buyers is $60,000 to $74,999, with the distribution of incomes fairly consistent between ***** of energy saving models and those who did not buy a compliant model.. (D&R International, 1999, p.4)

Describes which variables are relevant to describe segments

The fact that durable goods purchases ***** ***** yearly purchases, and are usually made by individuals who have made a commitment to ***** for ***** home and who ***** older and more highly educated than the average consumer, means that cus*****mers are seeking a high level of qu*****lity, not simply just the cheapest good possible, which means that low pricing is not enough. Maytag's reputation is for quality of service as well as low ***** also confirms that a d*****count is ***** enough to create demand for an item. The fact ***** it is a joint decision on a major ***** me*****s that much discussi***** and research will likely go into ***** product, although if a traditional paring the women may ***** more 'say' about the product's potential *****s, while the man, less informed about *****, may have more consideration for make ***** price and efficiency.

Explain why those variables are the relevant ones

This decision-making process affects how ***** product is price and how the product ***** positioned in the market. The fact that this is a need-driven rather than a purely w*****nt-driven product, ***** requires plann*****g ***** than impulse buying means that ***** will be less elastic in terms of price, and more dependant on other *****ors such as changes in life circumstances, such as home buying, marriage, or relocation from one area to the country.

Segments are *****d

*****, women, singles and couples, older and younger people, second ***** first time appliance buyers, couples ***** do a


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