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Chapter 16

 Home Depot and Self-Concept by Marycruz 

Overall Home Depot is a store where anyone can go and buy what they need for their homes, apartments, building, and diys. Based on the chapter for this week it says that our ideal identity schemas influence which products we use and which consumption practices we engage in, even among consumers who object to the overcommercialization of contemporary culture. Home Depot has marketed to a wide variety of consumers and they are a store where even a student like me can buy something I need. 


Consumer Characteristics

By: Niousha Khosrowyar

 

Men are  more desirable customers than women as they spend, on average, 30% more at such stores. Another study found that 55% of customers are male, while 45% are female. The average age of a Home Depot shopper is 50 and Home Depot's customers' average income was $60,800. According to the interpretation of the Simmon’s Market Research Bureau, Home Depot should focus on white females, ages 35-54, with an income above $60, 000 from the Midwest region. With this target market, the Census Bureau predicts that The Home Depot will market to a white population of 239,746,254, a female population of 151,886,332, an age population of roughly 84,082,929 (the ages used were 25-44 in order to estimate this population), and a regional population of 66,388,795. 

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