Customer Analysis

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Who

LifeStraw has a wide customer base ranging from outdoor enthusiasts and survivalists to the charitable who donate the water filter to those in need. Many safety conscious people also fall into the LifeStraw's target market as these potential buyers remain supplied with natural disaster preparation kits, of which a LifeStraw makes a great addition.

The market segment which would be interested in making donation purchases is large and has great potential as there are multiple benefits for this type of purchase. Firstly, donation purchases are financially viable because they may be classified as charity for tax incentive purposes. Donation purchases also allow the giver to address their higher-level desires depicted on Maslow’s hierarchy of needs. Whether a single donation is made or a recurring habit of donation forms, a person is able to meet their social acceptance, esteem and/or self-actualization needs. While many who purchase the LifeStraw for donation purchases may fall into the higher income demographic, research shows that even the impoverished who own very little tend to give what they do have to others as the act of giving with a charitable mind-set reaps many worthwhile benefits, such as self-actualization. (opposingviews.com)

Due to their online presence, LifeStraw is available worldwide to anyone who has access to the internet, therefore many demographic types in many geographic areas are reached. While certain VALS types, such as the Experiencer, or certain psychographic types, such as those who enjoy sports, health or innovative gadgets, may be more inclined than others to pick up a LifeStraw, all market segments contain potential LifeStraw customers.

How Many

The personal LifeStraw, which was released in 20...

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...t in their home in case of natural disaster.

Some users become customers after seeing an advertisement, public relation or media statement while others are referred to the device by a friend who is a satisfied user. With the increase in e-commerce customer reviews, it is likely that a large sector of new customers are drawn in from reviews on websites such as Amazon. (NATASHA)

Why Non-customers

Some potential customers have sufficient access to clean drinking water year-round where they live and are not concerned with possible future threats to their current water sources. Others are not familiar with the product because they have not seen an advertisement or heard of it by word of mouth. Some people who have heard of it but are not interested in innovative products, such as the Survivalist VALS type, will most likely not be interested in trying the LifeStraw.

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