Tradesmen are emotional about their tools. They identify with the tools and use them to feed their egos. This is why the B&D brand failed in the tradesmen segment while it succeeded in the industrial and consumer segments. Industrial and consumer purchases are based primarily on the quality and price that best meets their needs...
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Industrial and consumer purchases are based primarily on the quality and price that best meets their needs. There is an element of emotion for the tradesmen when making a purchase. Confidence and pride are primary selection factors with cost being secondary. B&D used their name directly for the consumer appliances and tools instead using it as an umbrella brand...
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