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

Describes which variables are relevant to describe segments

The fact that durable goods purchases are not yearly *****, ***** are usually made by individuals ***** have ***** a commitment to saving ***** a home and who are older and more highly ***** than ***** average consumer, means that cus*****mers 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 that a d*****count is ***** enough to create demand for an item. The ***** ***** it is a joint dec*****ion on a major ***** me*****s that much discussi***** and research will likely go in***** ***** *****, although if a traditional paring the women may have more 'say' about the product's potential uses, while ***** man, less informed about washing, may have more consideration for make ***** price and efficiency.

Explain why those variables ***** the relevant ones

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

Segments are *****d

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


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