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

1 2
Copyright Notice

Customer Analysis/consumer behavior on Major Home Appliances (Maytag)

Customer description at industry level

The 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 ***** time. Demographically this consumer demand segment is more likely to be composed of ********** than renters. Geographically ********** buyers are likely to be somewhat dispersed, as no single ***** of the country but more likely to be concentrated in suburban than urban are*****. Psycho graphically they value home life. Their lifestyles include children, and Compared to purchasers ***** non-qualified products, appliance purchasers also tend to be slightly older, and slightly ***** educated. Purchasers of Energy efficient products *****ed to be even older—while the average home appliance customer is between 40-49 years old, the energy efficient conscious ***** was 50-59 in his or her average age range. (D&R International, 1999, p.1) Behavi*****al characteristics in terms of how they use the product would define them as somewhat heavy *****s (cookers rather than consumers of fast food), individuals who desire a ***** ***** because 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 energy saving models and those who did not buy a compli*****nt model.. (D&R International, 1999, p.4)

Describes which variables are relevant to describe segments

The fact ***** durable goods purchases ***** ***** yearly purchases, ***** are usually made by individuals who have made a commitment ***** s*****ving ***** a home and who ***** older and more highly ***** than ***** 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 for quality of service as well as low pricing also confirms ***** a discount is not enough to create demand for an item. The ***** that it is a joint dec*****ion on a major appli*****ce means ***** much discussi***** and research will likely go into the product, although if a traditional paring ***** women may ***** ***** 'say' about the product's potential uses, while the 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 ***** the product is price and how the product is positioned in the market. The fact that this is a need-driven r*****ther than a purely w*****nt-driven product, and requires plann*****g rather than impulse buying ***** that ***** will be less elastic in terms of price, ***** more dependant on other *****ors such as changes in life circumstances, ***** as home *****, 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 that do a


Download full paper (and others like it)    |    Order a brand new, custom-written paper

Other topics that might interest you:

© 2001–2016   |   Thesis Paper on Customer Analysis/consumer Behavior on Major Home Appliances (Maytag) Customer Description   |   Research Paper Writing