![]() Because the majority of the customers would likely come from the middle-range financial segment, the primary criteria to cater to should be the quality of coffee and the reliability of the mechanisms. They would prefer the availability of the device in different colors to match or contrast with the overall design. Finally, high-income customers would add visual appeal to the list of demands, as the coffee machine would need to fit in an expensive kitchen. Middle-income customers would value the quality of the coffee and the reliability of the device. Low-income customers would be interested in the relative affordability of the device above everything else. All customers could be divided into low-income, medium-income, and high-income purchasers, with the demands towards the product increasing with every group. However, the distinction could be made using the finances segment. The customer base of Keurig is relatively homogeneous, as dividing them by the criteria of age or gender would not yield results. Different customer segments require different benefits. Russia, China, India, and Japan are likely to yield lesser results.ĭifferent benefits. ![]() The potential markets for distribution would be the US, Europe, and the Middle East. To summarize, the average customer likely to purchase a coffee machine from Keurig is likely to be between 20-50 years old, coming from a middle-class family, leading an active and hard-working lifestyle, and having a daily coffee routine. Thus, Keurig’s coffee machines have a strong potential for creating a lasting following by offering their customers quality products. Pepper, which is responsible for a good portion of brand exposure. The company is famous for producing a variety of beverages, such as the famous Dr. The quality of service and reliability of the machine are the two primary characteristics such individuals would be interested in when buying Keurig’s products. On the other hand, customers with daily coffee routines will use the machine frequently. ![]() Individuals who do not drink coffee on a daily basis are unlikely to buy one. Personality and lifestyle of the customers will determine their need for Keurig’s coffee machine. The subcategories included in this segment are occasion, user status, usage rate, loyalty status, and buyer readiness (Burns & Dewhurst, 2016). Lastly, there is the behavioral base, which classifies customers based on their knowledge, attitude, and opinions towards the product. Therefore, the psychographic characteristics for the customers include general activity, early morning routines, and hard work. Many individuals prefer drinking coffee for energy, in order to start their day. Coffee is associated with a proactive lifestyle. Psychographic segmentation stands for individual characteristics, traits, and habits (Burns & Dewhurst, 2016). Selling this machine en-masse in traditional tea nations, such as China, Russia, India, and Japan, may not be as successful, though still may lend results due to the sheer size of these perspective markets. Keurig’s coffee machine should be aimed at the US, the European, and the Middle-Eastern markets, as these countries possess a relatively high level of wealth and are historically known as coffee nations. Geographic segmentation is the second base of customer characterization, which stands for market geography (Burns & Dewhurst, 2016). ![]() Due to the relative availability of Keurig’s coffee machine (average price about 120 dollars), it can be aimed at the upper and lower-middle class market segment (Quindlen, 2018). Coffee machines do not discriminate between genders, though according to statistics, the number of male coffee drinkers exceeds that of female coffee drinkers by 20% (Lipton, Cutler, Nigl, Cohen, & Lipson, 2015). This is the age group of average working adults that consume coffee in the morning before going to engage in their respective trades. 308 qualified specialists online Learn more
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