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DECISION POINT: TARGET MARKET: HOUSEHOLD SIZE

With the segmentation variables identified, the VP of Marketing asks you to think about what the target market would look like for the Sauber washer-dryer combo.

The VP continues: "I need you to analyze three key demographic segmentation variables and make recommendations for each. As you make your recommendations, keep the washer-dryer's key attributes in mind. We'll begin with household size."

Select an option from the choices below and click Submit.

a) Large households: 5+ members
b) Small households: 1-2 members
c) Medium households: 3-4 members

1 Answer

3 votes

Final answer:

The target market for the Sauber washer-dryer combo would likely be medium households (3-4 members) due to their balance of laundry needs and space issues, but large households (5+ members) could also be targeted for their capacity needs. Small households of 1-2 members could be considered if space-saving is a significant product feature.

Step-by-step explanation:

When considering the target market for the Sauber washer-dryer combo based on household size, we should evaluate the product's key attributes in relation to the needs of different sized households. The Sauber washer-dryer combo may appeal to medium households (3-4 members) due to their balance between having significant laundry needs that justify a combo appliance but perhaps not enough space for separate units, a common issue in homes of this size. Large households (5+ members) might also benefit from the efficiency and capacity offered by the combo.

While small households (1-2 members) typically have less laundry, they may value the space-saving aspect. Considering these factors, recommendations could vary: Medium households are likely the best fit, but considering the space-saving benefits and capacity needs, targeting large households is also justifiable. In contrast, small households would be the least prioritized, but could still be targeted if the product offers unique space-saving or convenience features that resonate with those consumers.

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