Different Consumer Buying Behaviors

Consumer Buying Behavior Report
April 14, 2020
UMGC MBA 640 9044
Executive summary
ACME is a company focused on the appliance industry, where it aims to introduce automatic washing machines in markets in the United States, Germany, and the United Kingdom. To effectively join these markets, it is crucial for ACME to comprehend the customer buying behaviors and needs and wants as this would have an impact on the success of the firm in the industry. Additionally, meeting the specific needs of the potential clients would also determine the future success of the firm. Some of the needs that the washing machines should satisfy may include meeting laundry requirements with minimal user interventions; this would be achieved through using sensors that would help in regulating water intake and temperature. Besides, it was found that different individuals are interested in washing machines made of different materials such as plastics and stainless steel; ACME should, therefore, meet these customer requirements.
Additionally, ACME’s washing machines should offer various benefits to the customers, scrubbing stains with ease, saving electricity, and minimizing noise. Additionally, some of the essential features that the product introduced to the market should meet include security measures to secure the children; this can be achieved by implementing locks to ensures that minors cannot interfere with the washing machine. Additionally, the mini doors would also help the users to add items to the washer when washing has already started. Some of the distribution channels that may be used in the market include ensuring manufacturer-to-customer and other intermediaries such as wholesalers and retailers can also be involved to makes sure that the product is taken near the customers.
Introduction
Understanding customers based on their needs and wants is essential for all marketers and organizations because it helps in establishing measures to ensure that the products produced satisfy the requirements of the potential customers. It is critical to note that when firms become aware of what their customers want, it becomes possible to gain competitive advantages against the competitors. ACME is mainly focused on producing automatic washing machines for its customers; in this instance, it would be crucial to determine the various features that customers evaluate when buying these appliances and ensure that they are all evaluated during production to ensure that the needs of all the customers are met. Ideally, it is crucial to address the material used; this is critical since different customers are interested in machines made from various materials such as plastics and stainless steel, among others (Gillespie, 2017). Besides, it is necessary to determine how other elements, such as wash settings and temperature control, may affect customers’ buying habits. This report assesses ACME’s consumer needs that are met by an automatic washing machine and the benefits that this appliance offers to the customers; besides, the report also evaluated the parties involved in the purchase process, the distribution channels used and the how the product is purchased.
The United States
Needs and benefits of automatic washing machines
The customers in the United States prefer using automatic washing machines because they help in cleaning clothes more efficiently, and they have minimal damages to the clothes. Additionally, these laundry apparatuses run fewer cycles, and they have a large loading capacity, which makes it possible for users to wash more items less often. The washers also benefit customers in eliminating and reducing the effort, and stress people are faced with when washing the clothes manually. With washing machines, individuals do not have to scrub and remove stains using their hands. Furthermore, the automatic washing apparatus is energy efficient, and this makes it possible for the users to keep their electricity consumption relatively low.
Purchase process
Ideally, to understand the buying behaviors of the individuals, it is essential to comprehend why the customers make their purchases, the factors that motivate the customers. Customers’ behaviors may also be determined by their decision process (Rani, 2014). In the United States, customers are highly influenced by influencer marketing, and players in the industry work with individuals with a high number of following to push their products in the market (Hughes, Swaminathan & Brooks, 2019). Additionally, the purchase of AMCF’s automatic washing machine in the American market may be influenced by the number of people per family. In America, the average number of individuals in a family is about three (Duffin, 2019). The size of the apartment may also impact the purchase of the washers; in the United States, different states have varying apartment sizes. For instance, in Georgia, the apartments have an average size of over 1000 square feet while on other states, apartments are less than 800 square feet (Otet, 2016). Customers in these states would need laundry machines of different sizes depending on the size of their houses. The end users are homeowners and other individuals offering laundry services.
Distribution channels
The automatic washing machines and other appliances in the United States market may be made available to the customers through different channels, which include selling directly to the customers. Additionally, the company may also use other intermediaries, including retailers, wholesalers, and distributors. In the United States, washing machines are not seasonal, and customers can buy them at any time throughout the year.
Germany
Needs and benefits of automatic washing machines
The Germans prefer using automatic washing machines because they help in making the work more comfortable. They do not require human intervention as they are integrated with sensors that are critical in controlling the amount of water required depending on the number of items. Besides, the automatic laundry washers are essential because they help in reducing noise when cleaning clothes. Also, the automatic washers in Germany benefit the users by reducing water wastage, which is critical in reducing the bills.
Purchase process
Marketing influencers also play a significant role in the Germany market; the influencers can influence people from different social media platforms. Besides, customer behaviors may also be impacted by other factors, such as apartment size. It is, however, important to note that most Germans keep washing machines in the bathroom. Therefore, the size of the bath can have an impact on the purchasing process (Forsey, 2019). The average household size in Germany is about two people; this can also influence the success of ACME’s washing machines in the Germany mark...