Question

As marketing manager, before you can identify the meaningful segmentation variables, you need to know a little more about the sauber washer-dryer. the all-in-one washer-dryer combo does it all in one machine -- without taking up a lot of space. just place the dirty laundry in the front-loading machine and when you return, it's washed and dried. even more impressive is its ability to clean; whites were 20% cleaner with 15% fewer stains as compared to competing models. the machine measures just 22" across and 34" high, which is 10% smaller than competing models. however, this means it holds a smaller load by u. s. standards. and unlike traditional dryers, the all-in-one does not require outside exhaust venting.

sauber's washer-dryer is available in four stylish finishes: stainless steel, pearl white, gunite gray, and obsidian. although the cycle time is 20% longer than average, the machine runs quietly and offers 10 wash, 5 spin, and 8 dry options. a programmable timer allows users to program a wash up to 23 hours in advance. the manufacturer's suggested retail price is $1499, which is more expensive than u. s. brands' washer-dryer combinations, which average around $1000.
choose the two variables that would be most predictive of purchase intent for the all-in-one washer-dryer.
select two options from the choices below, and then click submit.
1. dwelling type: apartment, condo, or house?
2. household size: how many people?
3. religious orientation: beliefs and worship

Answer 1

Dwelling type and household size are the two most predictive segmentation variables for the Sauber all-in-one washer-dryer, as they capture potential buyers' need for space efficiency and capacity requirements.

Step-by-step explanation:

When identifying meaningful segmentation variables for the Sauber all-in-one washer-dryer, two variables stand out as most predictive of purchase intent for this particular appliance. First, dwelling type (apartment, condo, or house) is a key variable since the compact size and ventless design of the washer-dryer make it ideal for smaller living spaces or places where venting is not possible. Second, household size (how many people) is also indicative of purchase intent as smaller households may find the reduced load capacity more manageable and sufficient for their needs, while larger households might require larger capacities that this model does not offer.

Considering the average price range of washer-dryers, the Sauber model is more expensive, which also suggests that it may appeal to a market segment that prioritizes advanced features, compact size, and stylish finishes over the average cost savings. The orientation towards space-saving design and advanced programmable features is a core aspect that shapes the purchasing decision for the Sauber all-in-one washer-dryer, making dwelling type and household size the most relevant segmentation variables.

Answer 2

Step-by-step explanation:

The two variables that would be most predictive of purchase intent for the all-in-one washer-dryer are:

1. Household size: Dryer costs almost 50% ((1499-1000)/1000) more than the average dryer. Also, it can wash more clothes than the average ones. Therefore, it would be more reasonable for households with many people. Households with 2-3 people would not find it worthwhile to invest bigger amount of money.

2. Dwelling size: Another factor is dwelling size because in some houses it might not fit. Large houses may not have such issue but smaller house might consider the size before considering the purchase.