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Researching Consumer Buying Behavior
Researching Consumer Buying Behavior
The most crucial and significant function that businesses undertake in marketing is the
analysis of consumers’ behavior. The consumer decision-making process involves five steps,
including information search, need recognition, alternatives evaluation, post-purchase, and
purchase behavior (Consumer Buying Behavior, n.d.). The analysis of consumers’ behavior
helps businesses understand the consumers and predict the buying trend and behaviors in the
market. This report focuses on ACME's washing machine customers in the United States,
Germany, and the United Kingdom. For these three markets, the report delves into establishing
the features that customers prefer in their washing machines. Thus, the report encompasses what
customers purchase, why they buy it, where they buy it, and how they purchase it.
Washing machines are among the most purchased products by a large market population
globally. Washing machines are often used for commercial purposes and in households.
However, for ACME to be successful, it will need to undertake a value proposition that focuses
on each market’s uniqueness. For example, studies show that consumers from Western Europe
use small automatic front-loading washers while those from North America usually use huge
top-loading automatic washing machines. Due to the wide range of established brands, ACME is
likely to face competition from companies such as Whirlpool, Electrolux, and Haier, which
develop innovative and efficient washing machines (ACME Meeting, n.d.). The washing
machines from these competitors also use less power and electricity, have attractive designs
colors, and are durable. However, marketers can help in reducing the competition, although they
face challenges. The toughest challenge that marketers face is the challenge of differentiation and
compiling the diverse demographic data that includes geography, occupation, age, gender, race,
culture, sex, marital status, level of education, level of income, and lifestyles as a strategy to
understand these consumers’ purchasing behavior as one of the most important factors that
Consumer Buyer Behavior
Typically, consumer behavior circumnavigates the studying and analyzing consumers’
decision-making approach or process. Consumer buying behavior blends basics, such as cultural,
social, and personal factors. These are the key elements and influencers to customers buying
behaviors (Consumer Buying Behavior, n.d.). However, various sub-cultures include other
factors such as gender, economic status, age, and consumer’s personality, psychological, and
educational factors. The main reason why researchers and marketers research consumers'
behavior is to answer two main questions. The first question concerns factors that influence
customers’ preferences, selection, and as well as their final will to purchase. The second question
relates to the methods and approaches that marketers use to increase the product’s sales. The
customers’ personal, social, and cultural factors are necessary since the company can produce
products that align with the customers’ preferences.
The personal factors involve the unique aspects and factors that affect and influence a
customer’s preference. These factors include age, sex, occupation, education, attitude, race, and
salary. Additionally, the person who monitors a consumer’s spending rate can influence what the
customer purchases. The younger generation purchase laundry pods since its compact, simple,
and its design is convenient. Moreover, it contains a fabric softener and a cleaner enclosed in one
item. Another factor for the new property is the storage; customers prefer compact pod boxes to
bulky liquid containers since it is better and convenient. However, the powder products are
mostly preferred by the older population because they like to separate the softener part of the
machine when doing the laundry. It is easier for manufacturers to produce suitable products for
different ages and different people’s lifestyles when the consumers’ attributes are well
Typically, the prevalent factors in consumers’ lives are social factors. These factors
include the place where the customer resides, how the customer is living, the work, plays, and
the people that the consumer interacts with. Such factors can affect attitude and consumers’
buying behavior. Additionally, the association that pertains to the consumer’s economic wellbeing is a social factor that influences the buying behavior. Generally, family, social class,
leaders, and culture influence the consumer’s wants, learning, and character. The buying
behaviors affect the customers’ preferences when deciding on the products to purchase.
Eventually, customers perform activities recognized by society. Marketers should research the
next movement to be taken by society before it becomes a movement; this will help
organizations determine customers’ needs for the products and services. In a society that focuses
on busy activities throughout the day, many consumers purchase laundry machines to make their
Culture could be described as the beliefs, values, behaviors, experiences, and attributes
developed and accepted in society. These attributes drive our actions and influence consumers’
decisions, and hence, they affect consumers purchasing behavior. For instance, a consumer can
purchase a laundry machine not because it is a must but because they have been raised in
families using the machine. These customers may buy the machines from their nearest retail
shops or supermarket to show their support to their local culture and contribution to society.
Automatic Washing Machine Market
Numerous types and brands of washing machines have been developed, and
competition in the market is concentrated due to the various competitors who develop
competitive products. Fortunately, an untapped source of new customers still exists and can be
utilized by the industry. This is because consumers' needs and their buying behavior vary from
water usage, value, garment protection and preservation, cleaning time for certain garments, and
enhanced sanitation. This part will delve into three washing machine markets that include the
United States, the United Kingdom, and Germany.
The US Market
Typically, the reload function is among the essential new washing machine features that
are intended to trigger American consumers or buyers. American customers would prefer buying
a machine that can be easily operated. Introducing a machine that can be operated by pressing a
button and automatically pause or commence the cleaning process will have addressed the
American market's needs. Moreover, American consumers need to invest in purchasing washing
machines that allow users to add more clothes without waiting until the subsequent load.
Moreover, consumers in the US markets want a washing machine that has air drying features.
Therefore, for ACME to capture the US market, it has to introduce a washing machine that can
remove as much moisture from the clothes as possible. This is because when excess moisture is
removed, the users will require minimal drying after laundry. Another essential need that ACME
should seek to address in the American market is the incorporation of the smart rinse feature.
With this feature, the user has more control over the washing cycle. Moreover, the feature allows
the washing machine user to specify the quantity of water to be used during the cloth rinsing
The consumers from the United States market anticipate purchasing a product that saves
their time as well as resources. Nowadays, people have must businesses that require their
attendance. Therefore, spending hours while doing laundry is considered a wastage of time.
However, the primary consideration is how quickly and efficiently the machine performs, and
the time it saves. Typically, users anticipate getting a machine that will not require them to sit
and monitor the laundry process since they have many other tasks to accomplish.
The purchasing decisions of the US consumers are highly influenced by various motives
that prompt them to buy a product. In this case, the psychological motives are considered
essential since they inter-linked with the satisfaction that a consumer gets due to the product's
performance and service. A consumer is usually prompted to purchase a product if it satisfies his
or her laundry needs adequately (Panitapu, 2015). If the automatic washing machine is
satisfactory, the primary buying motives of the US customers will be provoked, causing an
escalation in demand for the commodity. Therefore, although consumer motives may vary,
ACME should strive to introduce a washing machine that meets these motives diversely.
Typically, a vast number of US citizens would prefer purchasing home appliances such as
washing machines from local stores and organized outlets such as Home Depot. Moreover, due
to technological advancements that have facilitated the establishment of online stores, most
consumers in the United States can also purchase appliances from online stores such as Amazon
and Walmart. Additionally, as much as the US consumers are willing to spend more capital on a
washing machine that has suitable features, they also compare the prices of competing brands.
Since American consumers like warranted products and promotional schemes such as gift cards,
ACME should utilize such schemes in their marketing strategy.
Seasonality/Rate of Purchasing
Like other electronic gadgets that consumers purchase, users of washing machines expect
that if they purchase a washing machine, it will serve them for a reasonable time and give back
the value of their capital (Tangel, 2017). Therefore, customers in the US market expect to use the
washing machine for some years before purchasing another. Therefore, the company should
expect seasonality since if customers buy the product, the frequency of purchasing will reduce
until the need to purchase another washing machine arises. However, it is also expected that new
buyers will gain interest in the product, and thus, the sales will still be high. Furthermore,
purchasing levels are likely to escalate in the US when a new washing machine is introduced into
the market. For instance, during trade shows, American consumers will be searching for the
newest and innovative washing machines that are available in the market, and this is likely to
optimize ACME's sales for the new product.
Customers in the United Kingdom would like to know if the washing machine that
ACME intends to introduce into the market is a huge time saver because the users do not want to
buy machines that will waste their time. They anticipate to purchase automatic machines that
will allow them to load their clothes, initiate the washing cycle, and engage in other personal
activities while the machine performs the task. Moreover, buyers from the UK want to purchase
a machine that would eliminate the efforts they need to utilize during the laundry process. Unlike
the physical cleaning process where the washer needs to remove stains by scrubbing them
vigorously, the new washing machine should allow the person who is washing to pretreat the
stains using a washing detergent; then the agitator performs the rest of the work (Milne, 2016).
Apart from the fast wash, child locks, and noise, European customers will also consider the
machine’s spin speed while buying the new product (Panitapu, 2015). This is because a faster
spin speed will ensure that the laundry process is faster and consume less cleaning cycle time.
The UK customers purchase products according to their preferences, like the size of the
machine, since a majority of them reside in small houses. Europeans put operate their machines
in the kitchen, unlike the Americans who have a washing room. The difference is remarkable for
the company because the tastes and preferences of the three targeted markets are different.
The most crucial factor that UK customers consider when buying the washing machine is
satisfaction. Humans are rational, and their decisions are likely to be influenced by the product's
information available in the market. Marketers should focus on understanding how customers
make their decisions.
Among the washing machine's target market, Europe is the leading; the demand for the
product is growing further due to technological advancement, and they prefer buying the
machine from retail shops or from the company store. Therefore, the company must sell through
the distribution channel, like the salesmen (Panitapu, 2015). The company can also sell its
products through E-commerce; this will enable the company to make inventory predictions in
advance. Additionally, UK customers use their brands to build loyalty; therefore, they prefer
purchasing products through specific outlets such as Argos and Appliance City.
Seasonality/Rate of Purchasing
The probability of purchasing depends on the research conducted concerning the product
and its remarkable quality features. European customers prefer evaluating a product online using
stores like Amazon, where they have an opportunity to strike a bargain; price is a factor they
consider when purchasing products. This interprets the higher sales during promotion campaigns
for the washing machines and when the prices are slashed during trade shows.
German market consists of unique consumers who commonly weigh the technological
advancement of a product before they purchase. Therefore, as a factor of consideration in their
teste and preferences in purchasing the machine, they believe that a machines’ high
technologized features can extend their lifespan and efficiency in operation (Danziger, 2019).
Hence, the new device should be formulated with the latest technological features to suit
consumer preferences in the market. Besides, the types of garments that Germans clean can
influence the type of machine desired to cater to consumer needs in the market. Germans have
different garments they would like to clean, both soft and plump, and large loads. Thus, the
machine should be desirably made to handle the heavy and soft garments by improvising a
delicate cycle for each type of garment the consumer will be having (Levitt, 2020). This will
ensure the right cycle for specific garments hence protecting consumers’ clothes from any
Customers are always unique in their purchasing decisions since they would consider a
wide variety before reaching into the purchasing decisions, including evaluating their needs and
benefits. In German, most purchasing decisions seem to be influenced by friends’
recommendations or reviews from other buyers who have experienced the product’s services.
Therefore, ACME marketers should be the key influencers to these machines in the German
market. First, the marketing department should ensure that they incredibly familiarize the
potential buyers with the machine and the brand identity and persuade their opinion on buying
the product. The information about the machine’s feature and how perfect it is will be a strategy
that will drive consumer understanding of the product. Germans like to hear the credibility and
efficiency of a product from the owners since they know how it functions (Attreya, 2018).
Lastly, the serving and customer care should ensure perfect after-sales services to please buyers’
attention to spreading significant insights on how the company’s customer handling is smooth.
Hence, this will weave the company’s brand and image and make promotions authentic to the
market’s target consumers.
Perfect selling outlets in the market influence potential customers for certain products
sold in the market. The ACME’s German target market requires stationery products at home;
hence, perfect distribution channels should be selected to ensure that the machines are readily
available locally. Therefore, whole-selling, retailing agents, consultancies, and reselling
distribution channels should be established to ensure the final consumer’s flow and build a
healthy relationship in the local market (Tangel, 2017). These distribution channels will be
perfect in German because the consumers are very loyal to their local and specific electronic
outlets; hence the retailers and wholesalers will entirely sell the washing machine using their
outlets than the company itself.
Seasonality/Rate of Purchasing
ACME’s product does not have a perfect season where it can be said to be at its peak or
low season because most consumers seem to buy a new product when they have evaluated their
needs. Besides, Germans prefer buying another machine when they are old or have experienced
mechanical problems and damage. Thus, consumers without the machine can decide to purchase
when the machine suits their needs, although only a few can purchase it during the promotional
days and marketing.
ACME’s Value Proposition
The value proposition of ACME will entail the value that the company will attach to the
new product in case the consumers from the different market segments decide to purchase the
product. The value proposition is important since it highlights the declaration that the company is
introducing a new product and tell the buyers what the brand entails, how it operates, and why
consumers should buy the product from the company (Tankersley, 2019). Therefore, the value
proposition is like a business marketing statement since they highlight why customers should
purchase from that company. The value proposition should be aimed at convincing present and
potential clients to buy the product from the company rather than its competitors. ACME's
washing machine delivers safe, affordable, and clean results with minimal effort and time. The
company's value proposition also addresses the needs and wants of the consumers who buy the
washing machine (Value Proposition, n.d).
The customer base is comprised of low-to-high class customers in both rural and urban
markets. These areas depict the availability of a market share in three markets where ACME is
interested in selling its products that include the US, the UK, and German.
Typically, the uniqueness that customers from the US will get after using the new product
will be vital in determining the company's market position. Therefore, ACME will incorporate
unique features such as low noise, low energy consumption, technology, and high spin speed in
the new product, which will be beneficial to the US consumers (Kraaijenbrink, 2020). These
features will play a significant role in attracting numerous customers despite the tough market
forces. On the other hand, German consumers will derive various benefits from the new product
that include ease of use, child safety, and affordability. However, it will be essential for the
company's marketing team to enlighten the clients on the potential benefits of using the product.
Finally, the UK clients will purchase the product based on the unique features it displays as well
as its efficiency of use. This is because the unique features of the new product communicate its
strengths and how perfectly it can serve the consumers.
Recommendations and Conclusion
Based on the analysis information provided in the report, numerous significant
opportunities are available in the industry segment of the washing machine. For instance, in the
US the market is anticipated to experience an average growth of 1.3% within the next five years.
Therefore, ACME should launch its new product and utilize or take advantage of the
opportunity. On the other hand, t ...