Brand Segmentation And Positioning - Espresso Coffee Machines
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BRAND SEGMENTATION AND POSITIONING
Espresso Coffee Machines
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EXECUTIVE SUMMARY
This report was commissioned to examine how customers make purchase decisions for espresso coffee machines, the factors affecting consumer behaviour, and to identify where the leading brands sit in the opinions of a small sample of the population.
The research draws attention to the fact that at the end of financial year 2007 the Australian market for espresso machines totalled almost 87 million dollars, representing an increase of 17% on the previous year. The top five brands competing in this booming industry are DeLonghi, Jura, Krups, Saeco and Sunbeam.
Further investigations revealed that people made decisions on which brand of machine to buy based on personal information cues, where price was not often the motivator for qualified buyers to purchase. Most of the consumers interviewed and surveyed,......
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Approximate Word Count: 3487
Approximate Pages: 14 (250 words per double-spaced page)
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