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 that will simply 'do the job' for a short period ***** 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 ***** likely ***** be concentrated in suburban than urban **********. Psycho graphically they value home life. Their lifestyles include children, and Compared to purchasers of non-qualified products, appliance purchasers also tend to be slightly older, ***** slightly more educated. Purchasers of Energy efficient products tended to be even *****—while the average home appliance customer is *****tween 40-49 years old, the energy efficient conscious consumer was 50-59 in his or her ***** age range. (D&R International, 1999, p.1) Behavi*****al characteristics in terms ***** how ***** use the product would define them as ***** 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 ***** 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 *****, 1999, p.4)

Describes which variables are relevant to describe segments

The fact ***** durable goods purchases ***** not yearly *****, and are usually made by individuals ***** have ***** a commitment ***** s*****ving ***** a home and who ***** older and more highly ***** ***** the average consumer, means that customers are seeking a high level of qu*****lity, ***** ***** just ***** cheapest good possible, which means that low pricing is not enough. *****'s reputation is for quality of service as well as low pricing also confirms that a d*****count is not enough to create demand for an item. The ***** that it is a joint decision on a major appli*****ce means ***** much discussi***** and research will likely go into the *****, although if a tr*****ditional paring the women may ***** ***** 'say' about the product's potential uses, while the man, less informed about *****, may have more consideration for make ***** price and efficiency.

Explain why those variables are the relevant ones

This decision-making process affects ***** the product is ***** and how the 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 ***** that ***** ***** be less elastic in ***** of price, and more dependant on other factors such as changes in life circumstances, ***** as ***** buying, marriage, or relocation from one area to the country.

Segments are defined

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


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