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 ********** 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 ***** time. Demographically this 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 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 ***** purchasers of non-qualified products, ***** purchasers also tend to be slightly older, and slightly ***** educated. Purchasers of Energy efficient ***** tended to be even older—while the average home appliance customer is between 40-49 years old, the energy ***** conscious ***** was 50-59 in h***** or her average age range. (D&R International, 1999, p.1) Behavi*****al characteristics ***** terms ***** how ***** use the product would define them as somewhat heavy uses (cookers rather than consumers of f*****t 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 of incomes fairly consistent between purchasers ***** ***** 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 that durable goods purchases ***** ***** yearly *****, ***** are usually made by individuals ***** have made a commitment to s*****ving for a home and who ***** older and more highly ***** than ***** average consumer, means that customers are seeking a high level of quality, not ***** just the cheapest good possible, ***** means that low pricing is not enough. *****'s reputation is ***** ***** of service as well as low pricing also confirms ***** a discount is ***** enough to create demand for an item. The fact that it is a joint dec*****ion on a major appliance means ***** much discussion and research will likely go in***** the *****, although if a traditional paring ***** women may ***** ***** 'say' about the product's potential uses, while ***** man, less informed about **********, may have more consideration for make ***** 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 ***** market. The fact that th***** is a need-driven rather than a purely w*****nt-driven product, ***** requires planning rather than impulse buying means that ***** ***** be less elastic in terms of price, and more dependant on other *****ors such as changes ***** life circumstances, ***** as home *****, marriage, or relocation from one area to the country.

Segments are defined

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


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