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

***** typical major home appliance customer is part of a couple, a homeowner, and ***** buying his or her first or second washing machine, refrigerat*****, or stove and desires a quality product, rat***** than a product that 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 ********** buyers are likely ***** be somewhat dispersed, as no single segment of the country but ***** likely to be concent*****ed 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 ***** be slightly older, and slightly more educated. Purchasers of Energy efficient products *****ed to be even older—while the average ***** appliance customer is between 40-49 years old, the energy efficient conscious consumer was 50-59 in h***** or her ***** age range. (D&R International, 1999, p.1) Behavi*****al characteristics in terms of how they use the product would define them as ***** heavy uses (cookers rather than consumers of f*****t food), individuals who desire a ***** ***** bec*****use they frequently use the product. The median income of such buyers is $60,000 to $74,999, with the distribution ***** incomes fairly consistent between purchasers of ***** 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 ***** durable goods purchases ***** not yearly purchases, and are usually made by individuals ***** have ***** a commitment to s*****ving for a home and who are older and more highly ***** than ***** average consumer, means that customers are seeking a high level of quality, 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 ***** also confirms ***** a d*****count is not enough to create demand for an item. The fact that it is a joint dec*****ion on a ***** ***** me*****s ***** much discussion and research will likely go in***** the product, although if a traditional paring ***** women may ***** more 'say' about the product's potential uses, while the man, less informed about washing, may have more consideration for make and price and efficiency.

Explain why those variables are the relevant ones

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

Segments are *****d

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

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