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Basic Marketing Research 8th Edition by Tom Brown,Tracy Suter,Gilbert Churchill
Edition 8ISBN: 978-1133188544Basic Marketing Research 8th Edition by Tom Brown,Tracy Suter,Gilbert Churchill
Edition 8ISBN: 978-1133188544 Exercise 3
The owner of a medium-sized home-building center specializing in custom-designed and do-it-yourself bathroom supplies requested the Tom Jones Consulting Firm to prepare a report on the customer profile of the bathroom design segment of the home-improvement market. Evaluate the following excerpts from the report:
Research Report Excerpts
The customer market for the company can be defined as the do-it-yourself and bathroom design segments. A brief profile of each follows.
The do-it-yourself (DIY) market consists of individuals in the 25 to 45 age group living in a single dwelling. DIY customers are predominantly male, although an increasing number of females are becoming active DIY customers. The typical DIY customer has an income in excess of $20,000, and the median income is $29,100 with a standard deviation of 86. The DIY customer has an increasing amount of leisure time, is strongly value- and convenience-conscious, and displays an increasing desire for self-gratification.
The mean age of the custom bathroom design segment is 41.26, and the annual income is in the range of $55,000 to $65,000. The median income is $59,000 with a standard deviation of 73. The custom bathroom design customers usually live in a single dwelling. The wife is more influential and is the prime decision maker about bathroom designs.
Research Report Excerpts
The customer market for the company can be defined as the do-it-yourself and bathroom design segments. A brief profile of each follows.
The do-it-yourself (DIY) market consists of individuals in the 25 to 45 age group living in a single dwelling. DIY customers are predominantly male, although an increasing number of females are becoming active DIY customers. The typical DIY customer has an income in excess of $20,000, and the median income is $29,100 with a standard deviation of 86. The DIY customer has an increasing amount of leisure time, is strongly value- and convenience-conscious, and displays an increasing desire for self-gratification.
The mean age of the custom bathroom design segment is 41.26, and the annual income is in the range of $55,000 to $65,000. The median income is $59,000 with a standard deviation of 73. The custom bathroom design customers usually live in a single dwelling. The wife is more influential and is the prime decision maker about bathroom designs.
Explanation
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The research report on the customer prof...
Basic Marketing Research 8th Edition by Tom Brown,Tracy Suter,Gilbert Churchill
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