in half-retired condition, then, they would have more purchasing power than before and would be able to have more free time to improving their life quality and think of promoting their demand for consumer goods. Therefore, I chose those for my target market.3B. Psychographic segmentation variables The Bose Home Theater System named LifeStyle that we can clearly see that it means lifestyle is very important of psychographic segmentation variable. As stated above, our target market is on those who is middle class or above; parents whose children left home and are in half-retired condition. I would also make the hobby included. Because I believe that music lover would love to listen and enjoy better quality sound of music. For the music, Bose LifeStyle also offers the best timbre of CD. Just make you feel in the center of concert. This is a slogan of Boses advertisement. Similarly, for those who love to watch movies at home, they can find better surround sound not only in movie theaters but also their own house. Therefore, I believe that these two should be two of the most important psychographic segmentation variables.3C. Behavioral segmentation variables I believe that the brand loyalties for Boses products and service should be the most for behavioral segmentation. As we mentioned before, the Bose corporation earned very good credits and sales during thirty years. The report of Bose corporation in 1998 estimated that annual sales for entire year of 1997 was around $250 million; includes sales from international business. There are over 1500 employees as of April 2nd, 1998; company reported no employment change in the year prior to interview; no employment change projected for the next fiscal year(7). And for service, there is a warranty accompanying with it. If the consumers mail the warranty card back to the Bose corporation, they will be covered warranty for one year. After one year, the consumers can make a pho...
