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2.2 Rationale of The Product

The document discusses the target end users and customers of an innovative walking stick product. It conducted surveys to understand the preferences of end users, who are mainly elderly people over 61 with conditions like brittle bones or impaired balance. However, some products are purchased as gifts, so the targets also include those making the purchasing decisions, not just the end users. Demographics like age, gender, and race were considered important to understand the customer base.

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Clyde Umayam
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20 views2 pages

2.2 Rationale of The Product

The document discusses the target end users and customers of an innovative walking stick product. It conducted surveys to understand the preferences of end users, who are mainly elderly people over 61 with conditions like brittle bones or impaired balance. However, some products are purchased as gifts, so the targets also include those making the purchasing decisions, not just the end users. Demographics like age, gender, and race were considered important to understand the customer base.

Uploaded by

Clyde Umayam
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
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2.

2 Rationale of the Product

2.2.1 Target End Users

Since not all buyers are the end users, the group conducted a marketing research survey

in order for them to identify the expectations and preferences of the end users to the innovative

product because some buyers does not have the same preferences with the end users. The most

critical part to consider in the customers is the demographics which pertains to their age, gender,

and race because there is a higher chance that customers exist outside of the target demographic

although Walking stick is a unisex kind of product.

The group does not only focus on the target end users but also to those people who

purchases the product. The reason why is because not all the end users are the decision makers in

purchasing a product. The Walking stick had an extraordinary incentive to the customers who

never used the product. This statement may appear to be strange at to begin with, yet it reveals a

genuine issue confronting the product that was purchased predominantly as presents or gifts for

the end users.

Mostly the target end users of the product are the advance in age people who has brittle

bones with rheumatism and patients with impairment balance caused by steroids. Impairment

balance caused by steroids is an illness of anyone from 3 years old and older. But the only target

end users of the group are those people who were possible to use the product. Based on the

survey that the group had conducted, most of the group’s target user are those people between

ages 61 – 65 years old because that was the highest number of respondents on the survey. But

since not all of them uses walking stick it means that the group’s target users are not only the end

users but also the customers who purchases the product.

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