The owner of a medium-sized home-building center specializing in custom-designed and do-it-yourself bathroom supplies requested the Tom Jones Consulting Firm to prepare a report on the customer profile of the bathroom design segment of the home-improvement market. Evaluate the following excerpts from the report:
Research Report Excerpts
The customer market for the company can be defined as the do-it-yourself and bathroom design segments. A brief profile of each follows.
The do-it-yourself (DIY) market consists of individuals in the 25 to 45 age group living in a single dwelling. DIY customers are predominandy male, although an increasing number of females are becoming active DIY customers. The typical DIY customer has an income in excess of $20,000, and the median income is $29,100 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 bathroom design segment is 41.26, and the annual income is in the range of $55,000 to $65,000. The median income is $59,000 with a standard deviation of 73. The custom bathroom design customers usually live in a single dwelling. The wife is more influential and is the prime decision maker about bathroom designs.