Imagine you work for a company that produces cleaning products, such as S.C. Johnson & Son or Method Products. Technological advances have allowed your company to develop formulas and tools that make cleaning a breeze. Some consumers that buy your products try to minimize their cleaning time, while others push your product to the limit (aka, heavy-duty cleaners!). Based on this information, if you had to target one of the following consumer groups, which would you choose and why? Select one consumer group option and one reason below. Flag this Question Question 10 pts Consumer a. Cleaning avoiders: Consumers that do not want to clean and spend around 2.5 hours a week cleaning (21% of the market) b. Quick and convenient: consumers who spend around 4.5 hours a week cleaning (24% of the market) c. Cleaning routinists: consumers that perform cleaning tasks an average of 18 times a week for a total of 5 hours (21% of the market) d. Time-pressured appearance cleaners: consumers that do not find joy in cleaning and spend about 3 hours a week cleaning (15% of the market) e. Cleaning is nirvana: consumers that find joy in cleaning and spend around 4 hours a week cleaning (19% of the market)

The answer is c. Cleaning routinists: consumers that perform cleaning tasks an average of 18 times a week for a total of 5 hours (21% of the market).

Explanation:

Note the wording of the question. The cleaning products developed by the company make cleaning a breeze. This means that they make cleaning a lot easier and convenient, with less effort required.

Although this would benefit all consumer groups, it is particularly beneficial for those who do the cleaning on a routine basis. Hence, it is most important to convince these heavy-duty cleaners that the product meets their needs. Other groups that are less intense are likely to see the benefits.

Also note that the cleaning routinists spend an average of 5 hours a week cleaning. This is more than the amount of time spent on cleaning by any other group. This implies that they may use up the products quickly and replace them with new ones more frequently, thus enhancing the sales made by the business.