Home Depot Builds on Research, Segmentation, and Targeting
Read the case on page 186-187 of the text and answer the following questions:
- What hypthesis do you think the product designer formulated before he began researching how consumers use buckets? Do you agree with his decision to use observation rather than another method of collecting primary data? Why?
- Is Home Depot using differentiated, undifferentiated, or concentrated targeting? How do you know?
- Which segment variables does Home Depot appear to be using to reach consumer markets? Why are these appropriate?
- Do you think HOme DEpot is segmenting the contractor market using only business variables? Explain your answer.