Marketing Audio Research's Zentral Home Thesis

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That is, there would not be a tendency to impulsively buy each and every latest gadget, though there would be a desire to own the newest and best pieces of technology available. Consideration of value and benefits is part of the play-element of this product class, and this is playfulness is observable in the behavior patterns that these consumers exhibit. It is quite likely that many of the consumers will also be avid video game players, for instance, as well as engaging in other competitive activities and comparisons with their peers. All of these elements of the targeted consumers' behavior can be used to more effectively market these products directly to this typified consumer set.

How can you describe their lifestyles and activities?

Along with some degree of expendable income, the primary consumers for this product would also have a fair amount of leisure time in which they were engaged with various audio-visual equipment. Sound mixing, video blogging, both video and sound editing are all activities that could be enhanced by the use of this device and would likely already be activities that consumers were engaged. The leisure time expected in the lifestyle of the targeted consumer would also connote a lower level of external responsibility, and a more sedentary lifestyle is also indicated over regular engagement in more athletic activities, though this is by no means a clearly defined feature of the consumers' lifestyle.

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What are their concerns and wants regarding current similar products/offerings?

Part of the benefit of the Zentral Home Command Smart Remote is the relative lack of competition in this field. Still, consumers would demand an ease of functionality and a lack of usage problems in the device, both of which have been problems in wireless technologies when they first appear. As this device is designed to interface with a variety of products from presumably any electronics brand, these concerns are likely to be heightened with the release of this product. Another minor concern that might be faced with the release of this product is the problem of encoding the Zentral Home Command device. This can be an issue even with the basic universal remotes that are sold today, and would likely be more complex with this device......

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