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

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

Describes which variables are relevant to describe segments

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

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

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

Segments are defined

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


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