The owner of a medium sized home building center specializing in custom designed and do it yourself kitchen supplies asked the I & J Consulting firm to prepare a customer profile report for the kitchen design segment of the home improvement marketing. Evaluate the following sections of the report.

The customer market for the company can be defined as the do it yourself and kitchen design segments. A brief profile of each follows.

The do it yourself DIY market consists of individuals in the 25-45 age group living in a single dwelling. DIY customers are predominantly male, although an increasing number of females are becoming active DIY customers. The typical DIY customer has an income in excess of $40,000, and a median income of $44,000, with a standard deviation of 86. The DIY customer has an increasing amount of leisure time, is strongly value and convenience conscious, and displays an increasing desire for self-gratification.

The mean age of the custom kitchen design customer segment is 41.26 and the annual income is in the range of $45,000 to $55,000. The median income is $49,000 with a standard deviation of 73. Custom kitchen design customers usually live in a single dwelling. The wife is more influential and is the prime decision maker about kitchen design and cabinets.