Question

the new product development group needs to conduct an analysis of consumer buying behavior in the vacuum cleaner industry. Outline how the team would conduct this analysis, while considering both current and potential product users. Your analysis should address how you would determine the following for Dyson.

• What needs are being met by the product purchase? What are the benefits to the consumers? Make sure that you differentiate between features and benefits; go beyond manifest motives and consider latent motives.
• Who is involved in the purchase process? Who are influencers, buyers, and users?
• Where are the products sold (distribution channel)?
• How often are the products purchased? Is there seasonality to sales?

Answer 1

Vacuum cleaners have become the need of every household and no more a luxury product. It has become the need of the customers as mostly the people are working and has less time and energy left for household chores. Therefore, vacuum meets the hour of need and have increased demand.

Benefits are –

1 Easily adjustable and take the space available at one’s place that is can be handheld.

2 It can rescue the loss items in home that is being lost like in small corner places or the places we couldn’t even expect.

3 Dusting with hands would cause some allergy to some people and make your hand’s skin hard whereas dusting with vacuum will give best results without causing any skin damage.

4 Even they clear the pet hairs which we human hardly notice or clean.

Here the target customers are normally house wife’s and working women who do the home chores. Buyers can also be the men’s or the students living alone. Those who are using the sofa’s, beds and matrices require vacuum. Now although, vacuum is not restricted to particular buyer as it has become the need of every householders for cleaning efficiently the fabrics and all stuff.

Buyers who buy the products, users are who ultimately using the same and influencers are the marketers who are creating the need of your product in the market and can influence your sales or who has the power to convince others.

It can involve retailors, wholesalers or even the B2B or B2C marketing. That totally depends on the distribution channel adopt by the management.

For vacuum, there is no season. One can sell it 12 months. It depends on the customers level.