The owner of a medium sized home building center specializing in custom designed and do it yourself kitchen supplies asked the I & J Consulting firm to prepare a customer profile report for the kitchen design segment of the home improvement marketing. Evaluate the following sections of the report:
The customer market for the company can be defined as the do it yourself and kitchen design segments. A brief profile of each follows.
The do it yourself DIY market consists of individuals in the 25-45 age group living in a single dwelling. DIY customers are predominantly male, although an increasing number of females are becoming active DIY customers. The typical DIY customer has an income in excess of $40,000, and a median income of $44,000, with a standard deviation of 86. The DIY customer has an increasing amount of leisure time, is strongly value and convenience conscious, and displays an increasing desire for self-gratification.
The mean age of the custom kitchen design customer segment is 41.26 and the annual income is in the range of $45,000 to $55,000. The median income is $49,000 with a standard deviation of 73. Custom kitchen design customers usually live in a single dwelling. The wife is more influential and is the prime decision maker about kitchen design and cabinets.