LG Assignment #4

LG Assignment #4 - ,perceptions,concerns,,wewould...

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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 
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  • Fall '13
  • Cohen
  • target segment, Steam­clean washing machine, steam wash, Fashion Conscious segment, Steam­wash

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