CHALLENGE
The kitchen appliance brand wanted to understand the U.S. small kitchen appliance market better. Although the client understood the demographics of their buyers at a basic level, to grow, it wanted to understand how to market to a broader national audience of buyers, including purchasers of competitive brands. The client wanted to use consumer segmentation to aid in a rebranding project.
APPROACH
A national consumer segmentation study among small home kitchen appliance consumers:
- Census representative sample
- Scaling questions to define segments of customers
- The study created and using a typing tool to bucket / batch consumers
- The analysis included clustering of consumers based on demographics, psychographics, behaviors, and attitudinal factors
IMPACT
Through the consumer segmentation, a total of 6 segments were uncovered. It was determined that five of the six segments each represented about 15% of the 18–75-year-old population while another segment represented 25%. The segments were defined as:
- Minimalists
- Engaged Aficionados
- Diligent Researchers
- Brand Flexible Price Seeker
- Emerging Enthusiasts
- Trusted Brand Shoppers
The consumer segmentation is used company-wide for marketing, strategic efforts, and competitive intelligence.
