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 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 ***** be somewhat dispersed, as no single ***** of the country but ***** likely to be concentrated in suburban than urban are*****. Psycho graphically they value home life. Their lifestyles include children, and Compared ***** purchasers of non-qualified products, appliance purchasers also tend to be slightly older, and slightly more educated. Purchasers ***** Energy efficient products ********** to be even *****—***** the average home appliance customer is between 40-49 years old, the energy ***** conscious consumer was 50-59 in h***** or her average age range. (D&R International, 1999, p.1) Behavioral characteristics ***** terms of how ***** use the product would define them as somewhat heavy uses (cookers rather than consumers of fast food), individuals who desire a quality ***** because they frequently use the product. The median income of 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 International, 1999, p.4)

Describes which variables are relevant to describe segments

The fact ***** durable goods purchases ***** ***** yearly purchases, and are usually made by individuals who have ***** a commitment to ***** ***** ***** home and who ***** older and more highly educated than ***** average consumer, means that cus*****mers are seeking a high level ***** quality, not ***** just the cheapest good possible, ***** means that low pricing is not enough. ********** reputation is for quality of service as well as low ***** also confirms ***** a d*****count is ***** enough to create demand for an item. The fact that it is a joint dec*****ion on a major ***** me*****s that much discussi***** and research will likely go into ***** product, although if a tr*****ditional paring the women may ***** more 'say' about the product's potential uses, while ***** 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 ***** product is ***** and how the product ***** positioned in ***** market. The fact that this is a need-driven rather than a purely want-driven product, and requires plann*****g rather than impulse buying means that ***** will be less elastic in ***** of price, ***** more dependant on other *****ors such as changes ***** life circumstances, such as ***** buying, marriage, or relocation from one area to the country.

Segments are *****d

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

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