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The Rise and Recline Chair

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Downloads to date: N/A | Words: 1916 | Submitted: 31-Mar-2011
Spelling accuracy: 97.6% | Number of pages: 10 | Filetype: Word .doc

Description

This report will aim to justify and explain the reasons as to why the attached information leaflet was constructed as it was. The reasoning behind the leaflet will also be supported with sound knowledge of key theoretical frameworks such as the decision making process and Maslow’s ‘hierarchy of needs’ pyramid these will be related to the product and the purchase of the product, i.e. the rise and recline chair that concern consumer buying behaviour as well as consumer decision making.

Preview

Assignment 1: Individual Assignment
Product Category: The Rise and Recline Chair

Executive Summary
This report will aim to justify and explain the reasons as to why the attached information leaflet was constructed as it was. The reasoning behind the leaflet will also be supported with sound knowledge of key theoretical frameworks such as the decision making process and Maslow’s ‘hierarchy of needs’ pyramid these will be related to the product and the purchase of the product, i.e. the rise and recline chair that concern consumer buying behaviour as well as consumer decision making.

Introduction

The information leaflet attached to the report is an in depth description of the various functions and models of rise and recline chairs that are available to the potential customer. When designing the leaflet, there were various theoretical frameworks that were applied before the design was finalised.

The Market and Target Customer

The target customer was always kept in mind when any decision was being made. The target audience for the rise and recline chair was chosen to be both men and women over 50 and people who find it difficult to be mobile. Some research conducted on over 50 year olds revealed that there were several traits that they shared; Over 50’s do not like to be portrayed as ‘old’ quite similarly they find being portrayed as ‘young’ quite patronising.
The over 50’s market currently carry 80% of the country’s wealth and 40% of the spending with approximately £145 billion every year. The over 50’s market segment is growing by the minute as they have more disposable income compared to all of the other market segments in its totality.(Cummins, 1994;Bond, 1997). At present, there are 600 million people over 60 years of age and by 2050 it is estimated to be 2 billion

Another interesting view on how to engage people of a certain age demographic is quite cleverly commented on by George. P Moschis;

‘The notion that a person of a certain age is like a person of any age, can be rather effective.’1

This can be applied to the design of the leaflet because it is aimed at a certain audience in this case over 50’s, refer to them as you would to anyone else of any other age this can be executed correctly by not referring to older people in any way that would offend them in any shape, way or form. This was taken on board when deciding what information was to be included in the leaflet and how it would address the potential customer. The content or the message trying to be portrayed by the leaflet is ...

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