Bose Customer Analysis
Geographic
It is in Bose's best interest to pursue geographical areas such as suburbs and big cities.
Customers in rural areas wouldn't have the access to go to a Bose store, but could still order the products online if they are interested in purchasing. Since the emergence of e-commerce, it is possible to reach all areas of the globe via web-interface. It is possible to not only reach a broader market, but to do so at a relatively low cost. The overhead costs from distribution are greatly reduced due to direct shipping from online sales.
Demographics
Demographic segmentation variables are among the most popular bases for segmenting customer groups. Bose needs to be careful not to limit its evaluations to just age and race but also to take social class and income into account. It is a primary initiative to capture the market segments with an average to higher income level since Bose represents more of a prestige product. Bose exceeds its competitors in innovation, durability, and higher sound quality, and is therefore priced higher than the competition.
Typically, Generation X and the Baby Boomers have a higher amount of discretionary income and more experience in purchasing products for their homes such as home theater systems. Included in these age groups are owners and General Managers that would be purchasing commercial products for stores and office buildings. It is safe to say that customers that are satisfied with their home audio systems, when given an opportunity to purchase an audio solution for corporate application that they are more likely to use Bose as their solution.
Bose customers tend to be older single males, families that have older children, or empty-nesters. The stage in the family lifecycle cycle is most often mature adults with steady and stable incomes that are usually higher than the average family. These customers can both afford and appreciate the quality offered by Bose products. Income levels are important to Bose marketers because of
It is in Bose's best interest to pursue geographical areas such as suburbs and big cities.
Customers in rural areas wouldn't have the access to go to a Bose store, but could still order the products online if they are interested in purchasing. Since the emergence of e-commerce, it is possible to reach all areas of the globe via web-interface. It is possible to not only reach a broader market, but to do so at a relatively low cost. The overhead costs from distribution are greatly reduced due to direct shipping from online sales.
Demographics
Demographic segmentation variables are among the most popular bases for segmenting customer groups. Bose needs to be careful not to limit its evaluations to just age and race but also to take social class and income into account. It is a primary initiative to capture the market segments with an average to higher income level since Bose represents more of a prestige product. Bose exceeds its competitors in innovation, durability, and higher sound quality, and is therefore priced higher than the competition.
Typically, Generation X and the Baby Boomers have a higher amount of discretionary income and more experience in purchasing products for their homes such as home theater systems. Included in these age groups are owners and General Managers that would be purchasing commercial products for stores and office buildings. It is safe to say that customers that are satisfied with their home audio systems, when given an opportunity to purchase an audio solution for corporate application that they are more likely to use Bose as their solution.
Bose customers tend to be older single males, families that have older children, or empty-nesters. The stage in the family lifecycle cycle is most often mature adults with steady and stable incomes that are usually higher than the average family. These customers can both afford and appreciate the quality offered by Bose products. Income levels are important to Bose marketers because of