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Running head: PRELIMINRY CONSUMER BUYING REPORT1ContentsExecutive Summary.....................................................................................................................................2Introduction.................................................................................................................................................3Consumer Buying Behavior..........................................................................................................................3Personal Factors.......................................................................................................................................4Social Factors...........................................................................................................................................4Cultural Factors........................................................................................................................................5Market Analysis...........................................................................................................................................5United States Consumers.........................................................................................................................6United Kingdom Consumers....................................................................................................................6German Consumers.................................................................................................................................7Value Proposition for ACME.........................................................................................................................8Recommendations.......................................................................................................................................8References...................................................................................................................................................9Appendix...................................................................................................................................................12Appendix A............................................................................................................................................12
Running head: PRELIMINRY CONSUMER BUYING REPORT2Executive SummaryThis report analyzes the consumer buying behavior for ACME as it seeks to introducehigh-end refrigerators to consumers in the United States (US), Germany, and the UnitedKingdom (UK). For each main market, the report talks about the consumer’s most preferredfeatures of their refrigerator, their decision-making process, reasons for purchasing the product,the outlets they prefer, price and preferred promotional schemes, the occasion to make thepurchase, and last, awareness of technologies in the refrigerator.Being successful in the identified markets will require ACME to undertake a valueproposition focusing on the uniqueness of each market. For instance, the success in the UnitedStates will depend in the offering of spacious fridges that suit the market. The German marketwill require more focus on the design and efficiency of the fridge. For the UK market, theemphasis should be on the length of the warranty as the consumers tend to associate that with thequality of the products.ACME is likely to experience high competition in the three markets from the establishedbrands. Success will depend on the pricing strategy, especially in the US. The penetration pricingwill work well in the UK as it will allow the snatching of clients from competitors. However,Germans will tend to focus more on the design and not the price. For this reason, it will beessential for ACME to first explore the US and UK market before venturing into the Germanmarket.
Running head: PRELIMINRY CONSUMER BUYING REPORT3IntroductionA critical function of business marketing is analyzing consumer buying behavior. Thereare five steps in the consumer decision making process: recognition of need, research,comparison of alternatives, purchase and post-purchase behavior (Consumer Buying Behavior,n.d.). Understanding consumer buying behavior can help make predictions about future buyingbehavior.Household appliances are popular products that are used by most homes throughout theworld. Washing machines can be found in a variety of homes, single family homes,condominiums and apartment complexes. These appliances can also be found in laundromats,hotels, veterinary offices, hospitals and other businesses or industrial areas. Over the year’sadvancements have been made to save time and energy in terms of saving water and electricitythrough higher efficiency.The use of these appliances is to clean and launder but research intothe consumers of these appliances is a way for marketers to cover more ground and understandbuying behavior of their consumers. Any purchaser who needs laundering of clothing or other

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Term
Summer
Professor
N/A
Tags
Marketing, Washing machine, Home appliances, Major appliance, United Kingdom Consumers

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