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 his or her first or second washing machine, refrigerat*****, or stove and desires a quality product, rather than a product that will simply 'do the job' for a short period ***** time. Demographically t***** 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 to be concentrated in suburban than urban areas. Psycho graphically they value home life. Their lifestyles include children, and Compared to purchasers ***** non-qualified products, ***** purchasers also tend to be slightly older, ***** slightly more educated. Purchasers of Energy efficient products *****ed to be even *****—***** the average ***** appliance customer is between 40-49 years old, the energy efficient conscious ***** was 50-59 in h***** or her ***** age range. (D&R International, 1999, p.1) Behavi*****al characteristics ***** terms ***** how ***** use the product would define them as somewhat heavy *****s (cookers rather than consumers of f*****t food), individuals who desire a ***** product because they frequently use the *****. The median income ***** such buyers is $60,000 to $74,999, with the distribution of incomes fairly consistent between purchasers of energy saving models and those who 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 ***** ***** yearly purchases, ***** are usually made by individuals ***** have made a commitment ***** ***** for ***** home and who ***** *****er and more highly educated ***** ***** average consumer, means that customers are seeking a high level of quality, not ***** just the cheapest good possible, which means ***** low pricing is not enough. Maytag's reputation is for ***** of service as well as low pricing also confirms that a d*****count is ***** enough to create demand for an item. The ***** ***** it is a joint dec*****ion on a ***** appli*****ce means that much discussi***** and research will likely go into the product, although if a traditional paring the women may ***** more 'say' about the product's potential uses, while the man, less informed about *****, may have more consideration for make ***** price and efficiency.

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

This decision-making process affects how the 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, and requires plann*****g rather than impulse buying ***** that ***** will be less elastic in terms of price, ***** more dependant on other factors such as changes ***** life circumstances, such as home *****, marriage, or relocation from one area to the *****.

Segments are defined

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


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