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 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 this 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 ***** non-qualified products, appliance purchasers also tend to be slightly older, and slightly more educated. Purchasers of Energy efficient ***** tended to be even *****—***** the average home appliance customer is between 40-49 years old, the energy ***** conscious ***** was 50-59 in his or her average age range. (D&R International, 1999, p.1) Behavioral characteristics ***** terms ***** how they use the product would define them as somewhat heavy *****s (cookers rather than consumers of f*****t food), individuals who desire a quality product because they frequently use the *****. The median income of such buyers is $60,000 to $74,999, with the distribution ***** incomes fairly consistent between ***** of energy saving models and those ***** 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 are not yearly purchases, ***** are usually made by individuals who have ***** a commitment ***** ***** for ***** home and who ***** *****er and more highly educated ***** the ***** consumer, means that customers are seeking a high level of qu*****lity, ***** ***** just the cheapest good possible, ***** means ***** low pricing is not enough. Maytag's reputation is ***** quality of service as well as low ***** also confirms that a discount is ***** enough to create demand for an item. The fact ***** it is a joint decision on a major appliance means that much discussion and research will likely go in***** ***** product, although if a traditional paring the 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 ***** the relevant ones

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

Segments are *****d

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


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