At KitchenAid we're fine tuning our strategy based on on-going consumer research. As you may know, Home Enthusiasts are passionate about their homes, kitchens and creating exquisite culinary delights to share with friends and family.

Knowing the KitchenAid target consumer will help you better understand how Home Enthusiasts shop for appliances, what they need from their home appliances, how they like to interact with sales associates and what they expect from the shopping experience. We've even created a step-by-step guide that lists important questions you can ask to help identify the Home Enthusiast's needs in our Guide to Consulting with the Home Enthusiast. By asking the questions provided in the guide, Home Enthusiasts would perceive you to be their sales consultant.

A Guide To Consulting with the Home Enthusiast

You can better understand the Home Enthusiast by engaging them in a conversation that sheds light on their specific needs. Here are some suggestions:

• Ask if they enjoy cooking, and if so, ask what kinds of dishes or what types of cooking they enjoy most.
• Find out what kind of product features would be most beneficial to their food preparation needs and cooking style, and what other capabilities they need from their appliances.
• Ask how often they entertain at home and whether entertaining plays a part in defining their appliance needs.
• Ask if they are remodeling their kitchen, or building a new home.
• Ask if there is a particular design/style/color they prefer.