Projected target market identification and analysis

Marketing Audio Research's Zentral Home Command Smart Remote: Customer

Where do customers shop and why?

The customers that should be targeted in marketing campaigns would shop primarily in electronics stores, increasingly at larger establishments such as Best Buy. As the device is specifically designed to allow for the centralized control of up to sixteen electronic audio/visual devices, it is reasonable to assume that the bulk of the interest in this product would be with those consumers that routinely operate several electronic devices at one time; such consumers are more likely to put more thought into the equipment that they purchase and be at least slightly better educated than the average consumer when it comes to electronics. Electronic specialty stores and departments, then, would be the best places to market the device.

How much are they willing and able to spend?

Again, when compared to the average consumer, the tech-savvy individuals who would be most interested in the Zentral Home Command Smart Remote would be willing to spend a slightly higher price for a remote device than other consumers. As the device does not actually improve or expand functionality, however, but merely enhances the ease of us of already existing devices and functions, the rice for this technology could not be placed at an incredibly high premium. Given that it will replace several standard remotes by incorporating a piece of technology with which the consumer is presumably already familiar, and which serves many other functions (i.e. The smartphone), a price tag in the fifty to seventy-five dollar range would be appropriate for the Zentral Home Command system.

What are their ethnographic and attitudinal characteristics?

The technology represented an supported by the Zentral Home Command Smart Remote appeals to a broad range of ethnographic and attitudinal ranges, though some generalizations can be made. They would tend to be younger- to middle aged adults (mid twenties to upper thirties), and would most typically be Caucasian and male, with expendable income. The concept of remaining current would most likely be a defining characteristic of the consumers interested in this product; not only does it require the use of some of the more recent technologies to be fully functional (especially the smartphone itself), but it enhances the use of existing technologies as well.

What are the characteristics of their behavior patterns?

The behavior patterns of this group of consumers would likely reflect a mixture of innovation and stability. That is, there would not be a tendency to impulsively buy each and every latest gadget, though there would be a desire to own the newest and best pieces of technology available. Consideration of value and benefits is part of the play-element of this product class, and this is playfulness is observable in the behavior patterns that these consumers exhibit. It is quite likely that many of the consumers will also be avid video game players, for instance, as well as engaging in other competitive activities and comparisons with their peers. All of these elements of the targeted consumers' behavior can be used to more effectively market these products directly to this typified consumer set.

How can you describe their lifestyles and activities?

Along with some degree of expendable income, the primary consumers for this product would also have a fair amount of leisure time in which they were engaged with various audio-visual equipment. Sound mixing, video blogging, both video and sound editing are all activities that could be enhanced by the use of this device and would likely already be activities that consumers were engaged. The leisure time expected in the lifestyle of the targeted consumer would also connote a lower level of external responsibility, and a more sedentary lifestyle is also indicated over regular engagement in more athletic activities, though this is by no means a clearly defined feature of the consumers' lifestyle.