What information is useful to describe the target market for a manufacturer of easy-grip kitchen tools? The business has observed that customers with arthri...
Question 1 Report
What information is useful to describe the target market for a manufacturer of easy-grip kitchen tools? The business has observed that customers with arthritis find ordinary peelers difficult to hold. It wants to develop a product that meets this need and set a price that reflects its value.
(a) Identify one characteristic of the target customers. [1]
(b) Which product feature would best meet the need described? [1]
(c) Explain why the manufacturer should test a prototype with potential customers. [1]
(d) When might a lower price be needed even if the product is better than competitors’ products? [2]
Answer Details
(a) The target customers include people with arthritis. People with limited hand strength or older customers are also acceptable characteristics. [1]
(b) A large non-slip handle would best meet the need because it is easier to grip. An ergonomic grip is also valid. [1]
(c) Testing a prototype checks that the tool is genuinely comfortable and easy to use before full manufacturing. It reduces the risk of producing an unsuitable product. [1]
(d) A lower price may be needed:
- when competitors offer similar products at lower prices; and
- when target customers have limited income or are price-sensitive.
It may also be used to gain awareness or market share. The key point is that a better product does not remove customers' ability or willingness to compare prices. [2]
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