Consumer Behavior Study: Cordless Drills

Topics: Research, Drill, Male Pages: 9 (2806 words) Published: May 6, 2013
Consumer Behavior Survey: Cordless Drills

SectionPage #
Executive Summary
Objectives and Methodology1
Research design and Methodology

1. Objectives and Methodology
A. The overall objective of the research is to identify, examine, and determine consumer’s attitudes and purchasing behaviors concerning tools, specifically cordless drills. B. The survey was a primary research focus, and it was descriptive in nature. C. The 80 respondents of this survey can be either male or female of any age, as long as they have purchased a cordless drill, or use cordless drills from time to time. Convenience sampling was used due to the lack of money and time. Respondents were family, friends, co-workers, and other acquaintances that were readily available. D. The surveys were handed out to respondents in person by the researcher at various fabrication shops, construction companies, bars, bowling alleys, and Waukesha County Technical College. All data was collected within Waukesha, Walworth, and Racine County between November 1st, 2011 and November 30th, 2011.

2. Findings
A. Just about 80% of all respondents were male and 25% of all respondents were 19-25 years of age. Half of respondents had some college education. Consumers are most likely to research drills via internet reviews or asking a friend or colleague. Only 20% of the respondents were in the market for a new drill and generally prefer to shop at larger retail chains such as Menards or Home Depot. Most consumers will spend at least $100 on a new drill, but no more than $200. Just about 75% of respondents felt they were confident when using tools which matched how often they use tools. Most all respondents used a drill often or very often. The battery life, warranty, durability, and strength and performance were most important features to consumers. The drill size, chuck size, and weight seemed to be unimportant factors when buying a new drill. The research showed that most people were not interested in a new drill; maybe because the majority of respondents felt there drill was either in very good or excellent condition.

3. Conclusions
A. Men are most likely to use drills and feel very confident working with them because they use them very often. The majority of respondents had some college, but was still willing to spend more money on a quality drill, rather than spending less on a cheaper quality drill. Home Depot and Menards are the most popular places to shop for tools. Men are more likely to receive a drill as a gift and women are more likely to give them as a gift. People who use drills more often feel more comfortable when using tools. The majority of respondents only used a drill for fixing stuff around the house.

4. Recommendations
A. Targeting males between the ages of 18 and 46 would be the target market for cordless drills. Advertising online would be beneficial because the majority of cordless drill users prefer to research new tools online. Larger retail chains like Home Depot and Menards are the most common places for people to shop at for tools, and they are willing to spend between $100 and $200 on a drill. Objectives

Overall objective: The overall objective of the research is to identify, examine, and determine consumer’s attitudes and purchasing behaviors concerning tools, specifically cordless drills. Specific objectives:

O1) To determine how consumers research cordless drills.
O2) To determine how many consumers are currently in the market for a new drill O3) To determine how often drills are given and received as...
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