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Chapter 12

 Home Depot: Targeting Specific Genders by Marycruz 

Women are often targeted because of their role in household purchases. Home Depot knows that women iniciate 80% of home improvement projects and therefore makes women a target market. A way that they are marketing to them would be by the different colors of house paint and home decor accessories for easy room makeovers. Many products are geared toward gender specific needs. Even their advertising has shifted to be more female-friendly and focused. Recent print ads show a young couple perusing the curtain and fixture aisle, while television campaigns depict a family walking into the store with mom and dad, hand-in-hand and junior all in tow. He’s pulling a little red wagon suggesting that he can shop there, too. The messaging here is clear. The Home Depot is a great place to shop and comotable for the whole family. That is a message that applies to women. 


Home Depot Target Market
By: Niousha Khosrowyar 

Home Depot's customer base can be broken down into roughly three categories.

  • Do-it-yourselfers who buy products and install them themselves in their homes.

  • Do-it-for-me customers that may seek Home Depot's own installation or consulting services.

  • Professional customers such as contractors, builders, plumbers, painters, and other home-improvement experts.

  • Generationally, baby boomers are Home Depot's most important customers. The generation born after World War II accounts for about half of Home Depot's revenue, which is unsurprising considering about 40% of the nation's homeowners are boomers, and they own about half of the total home value in the country. Still, like other retailers, Home Depot's realizes  the fastest-growing segment in home ownership is younger people, namely millennials. Home Depot sees the younger generation as more interested in do-it-for-me services and as particularly value-conscious.  

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