Question

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DECISION POINT: TARGET MARKET: LIFESTYLE

Consumer lifestyles are also an important factor in market segmentation and targeting. Review the following three consumer lifestyles and identify the one that would find the greatest value in the All-in-One washer-dryer.

Social butterfly: With large social circles and lots of activities, these consumers are always on the go. Typically young, these consumers move from work, to the gym, to a night on the town nearly every night. A quick change of clothes is all they need to keep the party going.
Work-a-holic: With a high-pressure job and the CEO's office in sight, it's not uncommon for these consumers to pull 80+ hour work weeks. Approaching their mid-30s, these consumers recognize that their professional aspirations have taken a toll on their social life, but for now they're content with the sleep-work-sleep routine.
Homebody: With a comfortable career and income, these consumers know what makes them happy: reading, listening to music, and spending time at home with their pets and close friends.

Select an option from the choices below and click Submit.

a) Homebody
b) Work-a-holic
c) Social butterfly

Answer 1

The lifestyle that would find the most value in the All-in-One washer-dryer is the Social butterfly due to their busy schedules and need for quick laundry solutions. This product aligns with their preference for maximizing utility from both leisure and consumption within a tight time budget.

Step-by-step explanation:

The consumer lifestyle that would find the greatest value in the All-in-One washer-dryer is the Social butterfly. These individuals are always on the go, transitioning from one activity to another, which doesn't leave much time for chores like laundry. An All-in-One washer-dryer offers a convenient and time-saving solution for their fast-paced lifestyle, allowing for quick changes of clothes between events without the wait between washing and drying separate cycles.

While the other lifestyles mentioned, the Work-a-holic and the Homebody, also stand to benefit from such an appliance, the value they place on leisure time and their ability to manage laundry during less-packed schedules makes the Social butterfly the primary target market for this product. Labor-leisure choices are particularly relevant for the Social butterfly, as they seek to maximize utility from both leisure and consumption, balancing the two within their limited time budgets.