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 h***** or ********** 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 this consumer demand segment is more likely to be composed of ********** than renters. Geographically these buyers are likely ***** be somewhat dispersed, as no single ***** 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 ***** purchasers ***** non-qualified products, appliance purchasers also tend to be slightly older, ***** slightly more educated. Purchasers of Energy efficient ***** *****ed to ***** even older—while the average ***** appliance customer is between 40-49 years old, the energy efficient conscious consumer was 50-59 in his or her average age range. (D&R International, 1999, p.1) Behavioral characteristics in terms of how they use the product would define them as somewhat heavy uses (cookers ***** than consumers of fast food), individuals who desire a ***** product 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 purchasers of ***** saving models and those ***** did not buy a compli*****nt model.. (D&R International, 1999, p.4)

Describes which variables are relevant to describe segments

The fact that durable goods purchases ***** not yearly purchases, and are usually made by individuals who have made a commitment ***** ***** for ***** home and who are older and more highly ***** ***** the average consumer, means that customers 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 ***** quality of service as well as low pricing also confirms that a d*****count is ***** enough to create demand for an item. The fact ***** it is a joint dec*****ion on a ***** appliance means that much discussion and research will likely go in***** ***** product, although if a traditional paring the women may have more 'say' about the product's potential uses, while the man, less informed about *****hing, may have more consideration for make and price and efficiency.

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

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

Segments are defined

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


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