LG Assignment #4 - .

Info icon This preview shows pages 1–2. Sign up to view the full content.

View Full Document Right Arrow Icon
Taking into account the characteristics of the Fashion Conscious segment in relation  to consumer preferences, perceptions, concerns, and environmental trends, we would  recommend the Steam-clean washing machine over the Washer/Dryer machine  combination.  Although the washer-dryer machine had some benefits as well as consumer data  supporting its marketability, it simply wasn’t suitable for our Fashion-Conscious(FC)  target segment. First of all, the washer-dryer concept received an unenthusiastic response  from the younger and older groups with medium liking for the design. This showed that  the combination prototype had little marketing potential in gaining the consumers’  attention. Furthermore, the young respondents’(age 21-39) preference for the combo  design in a quantitative study dropped to 31.2%  after they were told that the combination design would come with a lower quality dryer(equivalent to $300 dryer) and lower  capacity(70% of separate washing machine).  This shows that our younger segment  prefers washing machines with higher capacity and quality for both the washer and dryer. This analysis is further backed by Exhibit 11, which shows that capacity is the most  important factor in the purchase decision. Not only that, the focus group participants who evaluated the machine expressed  dissatisfaction with the longer cycle time and concern regarding durability. This would be problematic because our target segment consists mostly of young, affluent, highly 
Image of page 1

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full Document Right Arrow Icon
Image of page 2
This is the end of the preview. Sign up to access the rest of the document.

{[ snackBarMessage ]}

What students are saying

  • Left Quote Icon

    As a current student on this bumpy collegiate pathway, I stumbled upon Course Hero, where I can find study resources for nearly all my courses, get online help from tutors 24/7, and even share my old projects, papers, and lecture notes with other students.

    Student Picture

    Kiran Temple University Fox School of Business ‘17, Course Hero Intern

  • Left Quote Icon

    I cannot even describe how much Course Hero helped me this summer. It’s truly become something I can always rely on and help me. In the end, I was not only able to survive summer classes, but I was able to thrive thanks to Course Hero.

    Student Picture

    Dana University of Pennsylvania ‘17, Course Hero Intern

  • Left Quote Icon

    The ability to access any university’s resources through Course Hero proved invaluable in my case. I was behind on Tulane coursework and actually used UCLA’s materials to help me move forward and get everything together on time.

    Student Picture

    Jill Tulane University ‘16, Course Hero Intern