A2.3 Buying Behavior (Items S-2, S-3, 1–6)
Ownership. Over their lifetime, the 30 respondents in the target market bought 134 JetSprays, so the average customer in the target market bought 4.5 models. Compared to other customers, significantly more in the target market bought two or more JetSprays (100% versus 46%) and two or more three-passenger models (70% versus 16%). In fact, 30% of the target market bought six large models, 27% bought two large models, 20% bought six small models, and 23% bought other combinations of model sizes.
Problems. Which problems do you have with your JetSpray …falling off* and tipping with heavy passengers, rather than stalling engine,* capsizing,* or sliding in sharp turns* (Chart 21)?
Desires. What improvements ...