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 descripti***** at industry level

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

Describes which variables are relevant to describe segments

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

Explain why those variables ***** the relevant ones

This decision-making process affects how ***** product is price and how the product is positioned in the market. ***** fact that th***** is a need-driven r*****ther than a purely want-driven product, and requires plann*****g rather than impulse buying means that de*****d ***** be less elastic in ***** 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 defined

Men, *****, *****s ***** couples, ***** and younger people, second and first time appliance buyers, ***** that do a


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