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

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, rather than a product th*****t will simply 'do the job' for a short period of time. Demographically t***** consumer demand segment is more likely to be composed of homeowners than renters. Geographically these buyers are likely to be somewhat dispersed, as no single ***** of the country but more likely to be concentrated in suburban than urban areas. Psycho graphically they value home life. Their lifestyles include children, and Compared ***** purchasers of non-qualified products, ***** purchasers also tend to be slightly older, ***** slightly ***** educated. Purchasers of Energy efficient products tended to be even *****—while the average ***** appliance customer is between 40-49 years old, the energy ***** conscious consumer 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 f*****t food), individuals who desire a qu*****lity ***** 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 purchasers 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 ***** ***** yearly *****, ***** are usually made by individuals who have made a commitment to saving ***** a home and who are older and more highly educated than ***** ***** consumer, means that customers are seeking a high level of qu*****lity, not ***** just the cheapest good possible, ***** means that low pricing is not enough. *****'s reputation is for quality of service as well as low ***** also confirms that a d*****count is not enough to create demand for an item. The fact that it is a joint decision on a major appli*****ce means that much discussion and research will likely go in***** the product, although if a tr*****ditional paring ***** women may have more '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 are the relevant ones

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

Segments are defined

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


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