MBA 640 Conduct a Consumer Buying Behavior Study (Martha)

CUSTOMER BEHAVIOR ANALYSIS 1

Customer Behavior Analysis

Donald Ruffin

MBA 640

Professor Constant Cheng

University of Maryland Global Campus

October 11, 2020

Question #1

Most households experience the challenge of ensuring home cleanliness by removing dust and stains that are challenging to clean using ordinary cleaning methods. Therefore, there is a need for a cleaner that helps in home cleaning when hand-cleaning has proven ineffective. Dyson Cordless Vacuum Cleaner uses modern devices that are easy to move to ensure a clean home and environment (O'Brian, 2018). Dyson produces various types of vacuum cleaners that perform multiple tasks, depending on the customer's needs. Cordless vacuum cleaners are one of the most powerful cleaning machines produced by the company. The device has various engineering tools that help clients struggling to enhance deep cleaning. Besides, it can also be used to clean debris and pet hair that sticks on surfaces or various house corners. The product is useful for customers since it can be carried easily without untangling the wires from table legs (O'Brian, 2018). Nonetheless, the product is versatile and serves customers who want to use it to clean and clean other machines, such as cars, without running a long extension cord out from the garage.

The cordless portable nature has made it one of the most preferred cleaning devices in the market. That is, they are light and convenient to whip as one moves around the house. The machine is not restricted to the cord's length or the socket (O'Brian, 2018). Most of the products are currently made with wall mounts that make it possible for users to grab and go instead of rifling through the cupboard easily. Thus, they serve the need for quick cleaning to reduce time wastage (O'Brian, 2018). The battery length has been increased. It can work for a more extended period reducing the time waste during charging or cleaning close to a power source. Primarily, they last for more than 40 min of work time. The product meets most consumers' needs of having a clean home since it is easily movable and modern features that are convenient for the job. Most consumers are looking for products that are performance-oriented and meet their needs with little effort. Since the product users power, its energy-saving efficiency is an exciting feature that fascinates most consumers (O'Brian, 2018). The sales of the product are expected to increase as more consumers find it more convenient.

Question #2

Cordless Vacuum Cleaner provides several benefits to the consumers. For instance, the power holding capacity of the device has been increased. It can currently hold power to more than 40 minutes of working time (Vicente, Vicente, Evtyugina, Calvo, Oduber, Alegre & Calzolai, 2020). Besides, the product is easy to use and helps consumers to save time. For instance, it can be used away from the source of power. It is light and makes it easily movable around the house while conducting cleaning activities (O'Brian, 2018). Cordless Vacuum Cleaner is used to clean surfaces and has cleaning accessories, making it easy to undertake smaller hobs, such as cleaning cars and stairs. The purchasing process for Cordless Vacuum Cleaner starts with the market demand for the product. The demand has risen since most customers find the product more convenient to use in their cleaning purposes. A requisition is generated to the company by the retail stores. The requisition contains the number of the product the stores need depending on customer request (O'Brian, 2018). The two highlighted procedures are used by Dylan Company when selling the products to purchases, especially in large quantities. Nonetheless, the company has an online selling store, where individuals who want to buy a single item of the product places their order and have their products shipped to them upon making payments. There are also outlet stores in various locations where the company has stores, and consumers can walk in and buy the product (O'Brian, 2018). The influencers and the buyers of the product are interested in having a clean home environment and wish to use modern technologies in cleaning. The company has changed its distribution channel to G-force as compared to the initial mailing method. The end-users of Cordless Vacuum Cleaner are the consumers who purchase the products

Question #3

The company operates a complex distribution channel since it used both local and international markets. For instance, Cordless Vacuum Cleaner is sold through a system that involves significant players. It includes producers, wholesalers, retailers, and consumers. Dyson, the company manufacturing Cordless Vacuum Cleaner is the producer in the distribution system. Whole sellers make orders of the product in large quantities and sell directly to the consumers.

Nonetheless, the retailers also stock the product and sell it to the end-users. Consumers are at the end of the distribution channel (O'Brian, 2018). They buy the product to address their home cleaning needs.

Nonetheless, the company also sells the product directly to the consumers through its website. Customers intending to make single purchasing can buy instantly from the firm. The product is bulky when purchased in large quantities. Thus, the firm uses big tracks to transport the product to various local market places. However, water and air means of transport are also used to ferry the work to different global market places. The company has chosen the right distribution channel for the product that aligns with its needs and makes the product available for customers in all the market places. Besides, the channels align with Dyson's overall position and strategic vision (O'Brian, 2018). The company operates various distribution channels. It sells directly to the customers and provides its goods to the customers through wholesalers and retailers. The channels provide a quick means through which the products reach the customers. The buyers of the products are different depending on usage and the quantity of cleaning work to be completed. For instance, big companies buy products in considerable amounts for cleaning work. Homeowners also but the product to help in maintain home hygiene. The product is also purchased by car owners who want a quick way of removing dirt from the machine's various parts.

Question #4

The end-use market statistics show that the residential market dominates Cordless Vacuum Cleaner in 2019 with a market share of about 88%. The figure can be used to predict customer behavior concerning the products. For instance, most buying consumers are homeowners who need to ensure the technological cleaning of their premises (O'Brian, 2018). With the rise in health awareness and disposition income among the middle-class population, many people prefer to use vacuum cleaners as it reduces the time for cleaning and the amount of work (Vicente, Vicente, Evtyugina, Calvo, Oduber, Alegre & Calzolai, 2020). The commercial sectors have also experience increased sales. Most offices, hotels, and restaurants form the bulk of retail buyers of the product. The increased sales of Cordless Vacuum Cleaner in the commercial sector are due to its effectiveness and the ability to satisfy most commercial organizations such as hotels. In fact, according to percentage share contribution by product category, Cordless Vacuum Cleaner is expected to contribute to 80% by 2023 (O'Brian, 2018). Going by the figure, it will emerge as the leading segment according to value. The increased demand for the product in the market has enabled existing vendors to effectively expand their product portfolio. The increased purchase of the Cordless Vacuum Cleaner is varied depending on the regions. The regions that experience a high number of purchases are North America and Europe. The main primary production plant for Cordless Vacuum Cleaner is China, and the consumption rate is expected to get higher.

North America constitutes about 41% of the global market composition. The product has also found a market in Africa, with most high-end families and businesses using it to enhance cleaning purposes. The product is durable, but it must be used carefully to save individuals and organizations the cost of buying new ones more often due to the vacuum (O'Brian, 2018). There is a seasonal purchase behavior among consumers of Cordless Vacuum Cleaner. The spring cleaning makes many stores and house owners but the product to facilitate cleaning. The period begins during the early march and runs through May. Dyson releases new vacuum models in June, and most buyers get the product during spring (O'Brian, 2018). The stores ready their shops by clearing last year's vacuum products to create new releases and ready the product for the upcoming market demand. Nonetheless, November and December is also the best time to replace Cordless Vacuum Cleaner.

The vacuum cleaning business is slowly gaining popularity in the market, increasing the need for technology in the cleaning practice. Cordless Vacuum Cleaner, a product by Dyson Company, is one of the products with high market shares. It typically addresses the cleaning needs of individual customers and organizations. Cordless Vacuum Cleaner provides several advantages to the customers. For instance, it has a longer battery time and can be used away from power sources. It is comfortable, light, and easy to handle. Besides, it saves energy and can be used to clean other items such as cars. The product is mostly sold in North America and Europe. However, it is used in Africa and other parts of the world as well. The product can be found in the retail stores, wholesale, and the company's website certificate. There are periods when the sales are high compared to other months. For instance, the spring months and the months of November and December are the prime sales period.

References

O'Brian, C. (2018). Review: Dyson Cyclone V10 leaves corded vacuum cleaners in the dust. Retrieved from https://www.irishtimes.com/business/technology/review-dyson-cyclone-v10-leaves-corded-vacuum-cleaners-in-the-dust-1.3445595

Vicente, E. D., Vicente, A. M., Evtyugina, M., Calvo, A. I., Oduber, F., Alegre, C. B., ... & Calzolai, G. (2020). Impact of vacuum cleaning on indoor air quality. Building and Environment, 180, 107059.