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

***** 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 this consumer demand segment is more likely to be composed of homeowners than renters. Geographically ********** buyers are likely ***** be somewhat dispersed, as no single segment of the country but ***** likely to be concentrated in suburban than urban *****as. Psycho graphically they value home life. Their lifestyles include children, and Compared to purchasers of non-qualified products, ***** purchasers also tend to be slightly older, and slightly more educated. Purchasers ***** Energy efficient ***** tended to ***** even older—while the average ***** 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 ***** use the product would define them as somewhat heavy *****s (cookers rather than consumers of f*****t food), individuals who desire a ***** product because they frequently use the *****. The median income ***** such buyers is $60,000 to $74,999, with the distribution of incomes fairly consistent between purchasers of ***** saving models and those who 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 *****, ***** are usually made by individuals who have made a commitment ***** s*****ving for a home and who are older and more highly educated ***** ***** average consumer, means that customers are seeking a high level ***** 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 ***** also confirms ***** a discount is ***** enough to create demand for an item. The fact that it is a joint decision on a ***** appliance means that much discussi***** and research will likely go into the product, although if a traditional paring the women may ***** ***** '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 ***** ***** product is price and how the product ***** positioned in the market. ***** fact that this is a need-driven r*****ther than a purely w*****nt-driven product, ***** requires planning rather than impulse buying means that demand will be less elastic in ***** of price, and more dependant on other *****ors such as changes in life circumstances, ***** as home *****, marriage, or relocation from one area to the *****.

Segments are defined

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


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