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Demographics for particular brands of hifi?

drummerman

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Jan 18, 2008
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Apart from the obvious, price, are there any demographics/particular consumer groups certain brands aim at?

For example; AVI seems to attract the more techno savy, middle aged/mature clientel, many/most of which have done the hifi separates thing and many of which have quite good technical understanding of the hobby and its principles. Probably better off financially on the whole professionals.

Naim; Loyal, fairly well off. The 'Engineer' type of middle class (two of my friends, both engineers have had theirs for many, many years with slow upgrades). - Perhaps now appealing more to the young affluent and style concious with their all-in-ones, streamers etc.

Cyrus; Now affordable for the poor likes like myself due to continous discounting and good second hand supply. Also for the more tech savy (or gullible, depending which way you look at it) due to upgradability of many components? Dabbled in 'high end' with their Mono 300 amplifiers but perhaps not so successful as others. Perhaps the more style conscious also?

Roksan; Traditionalists? Their history in turntable design and long line of evolutionary improvements to their separates components. Marmite design so could appeal to the style conscious and completely turn others off. Again probably for the middle class professional but increasingly affordable due to good second hand supply and their entry K range.

Denon; First time buyers predominantely because of their budget components even though they make real high end stuff which is probably often overlooked in favor of the more common household names in those elevated circles. Students and blue collar workers?

McIntosh; ...

Pioneer; Had a lull and then came back with their 6 and 9 components. Not a high end manufacturer anymore and perhaps mostly regarded as entry level Hifi stuff though had more success with their higher end cinema products and of course their Kuro range of plasmas (which I had and found to be vastly over rated due to a number of niggling problems which should have never afflicted such a premium product). - Students and blue collar workers?

Sony; Hardly a foothold in Hifi anymore but still dominant in AV. I use and swear by one of their landmark AV receivers in 2channel mode. - One for the masses these days?

Arcam; Often a first upgrade to a budget system. Not in the real 'high end' of Hifi with no real statement products other than perhaps their AV stuff. - Middle class blue/white collar workers?

Marantz; A true stallwart of the high end in the old days and still catering there but mostly known now for solid entry/mid level products. - Traditionalists and cost conscious blue/white coller workers/students with the odd, rare high end user included? - Probably a student favorite now due to their popular micro systems and perhaps responsible for many of those eventually 'progressing' into separates (or the other way round ... chebby).

NAD; Traditionally known as manufacturer of budget stuff but in the last decade or so exploiting the middle to high end market. - Traditionalists, first time buyers, blue/white collar workers and everyone in between. Rarely seems to be an end solution though and most upgrade to other brands for some reason?

Rega; The left fielders and Traditionalists due to their promenance in the turntable fraternity? - Perhaps also appealing to the style conscious, the old marmite thing as usual. In the greater scheme of things seems to offer good value probably mainly due to slower model changes than some others, or at least so in the past. Covering the middle ground of Hifi though some would perhaps argue they dabbled with high end with some of their statement products, especially TT's. - Blue/white collar workers, probably not students or first time buyers.

Rotel; Mostly known for their budget stuff but also do some mid level components and AV products. - First time buyers? Probably mostly blue collar/students and first time buyers. Most seem to upgrade to other products rather than stay with the brand.

Cambridge Audio; Known for the entry level products as well as good value, high tech mid level ones. Also dabble in the middle/high end stuff but the latter seems not to be very well represented. Their 851A seems particularely interesting but is surprisingly rarely mentioned. - Blue/white collar workers, students with the odd high end user thrown in. Users seem generally loyal and often upgrade within the brand.

Onkyo; Rarely mentioned as a hifi brand these days. Entry level products mostly. Students/blue collar workers. Probably mostly first systems

Unison Research; Mid to higher level products. - Mostly seasoned hifi users as customers. - White collar more mature.

Audio Analogue; Bit left field here in the UK. Rarely mentioned but covering the mid to high end. - White collar buyers that feel the need to be different?

Primare; Middle ground with arguably some high end credentials. Innovative and style conscious. Rarely a first time buy and probably appeals to the more traditional white collar worker. 30+? Users seem to upgrade to other brands.

Leema; Middle to high end (with their statement series). Traditionalist more techno savy buyers of the old BBC mould? White collar more mature 35+? Users seem to be fairly loyal. Rarely first time buyers.

Chord; Middle to High End. Definitively for the style conscious white collar worker. Hardly ever mentioned but they must sell something ... somewhere (apart from cables) or do they? - Perhaps some studio users? 40+

The list could go on an on. I had some spare time so excuse the pointless drivel and I certainly dont mean to upset anyone.

Feel free to add/disagree etc.

Regards x
 

chebby

Well-known member
Jun 2, 2008
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drummerman said:
Chord; Middle to High End. Definitively for the style conscious white collar worker. Hardly ever mentioned but they must sell something ... somewhere (apart from cables) or do they?
Two entirely different companies.

Chord Electronics and The Chord Company.
 

drummerman

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Jan 18, 2008
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chebby said:
drummerman said:
Chord; Middle to High End. Definitively for the style conscious white collar worker. Hardly ever mentioned but they must sell something ... somewhere (apart from cables) or do they?
Two entirely different companies.

Chord Electronics and The Chord Company.
Thats how little I know after years in the hobby.

At least I got the name right ... I think.

regards
 

Jim-W

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Jul 29, 2013
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Interesting list and probably accurate for the most part although I think it might be argued that there are two or three further factors that contribute to the stuff we end up with: the proximity of hifi dealers and the products that they stock and, closely related, the persuasive ******** that we encounter. Oh and whathifi etc reviews. Linn is conspicuous by its absence in this list and it is probably THE marmite hifi specialist judging by the raging Linn flat-earthers versus Linn-haters debates that rage across forums. I would suggest the demographic is older people who have heard that an LP12 is the best turntable in the world and who have inherited large amounts of money and who enjoy being taken for a ride. To their nearest Linn dealer. To get the suspension fxed. Again. Failing that, they're people like me who got offered an old one for not very much money and who realised, after trawling internet forums, that very much money was required to transform it into an adequate Class C transcription turntable. Gullible buggers, in other words.
 

namefail

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Jul 31, 2013
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drummerman said:
chebby said:
drummerman said:
Chord; Middle to High End. Definitively for the style conscious white collar worker. Hardly ever mentioned but they must sell something ... somewhere (apart from cables) or do they?
Two entirely different companies.

Chord Electronics and The Chord Company.
Thats how little I know after years in the hobby.

At least I got the name right ... I think.

regards
You also know how to spend way to long typing, and thank you:), I'll read it later.
 

BigH

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Dec 29, 2012
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Not sure about the AVI comment, for the UK maybe thats correct but as most is exported I think its a bit different. Also with the DM5s now think you will see more new people entering hifi buying those, as they are now AVIs best seller think that has changed their customer profile.

Most of the brands you list are mainly source or amp manufacturers, any speakers manufacturer in the pipeline?
 

drummerman

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Jan 18, 2008
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philipjohnwright said:
Harbeth = pipe and slippers brigade

(I am of course the exception to the rule - no pipe!)
... Middle Class relative high income seasoned hifi'ers. Traditionalists. Lovely

regards
 

pauln

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Feb 26, 2008
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philipjohnwright said:
Harbeth = pipe and slippers brigade

(I am of course the exception to the rule - no pipe!)
Harbeth = sensible people, of various backgrounds from engineer to musician who are not taken in by marketing hype and are unconcerned about flavour of the month or magazine reviews or cable nonsense or snake oil ********.

Could just as easily be big spliff and trainers as pipe and slippers.

Objective.
 
T

the record spot

Guest
Think you're a tad off the pace with Onkyo DM. Apart from their full range of AV amps, which go up to around the £5k mark, their 2-channel stuff has gone up to the four figure mark, so it's not just "entry level" stuff they turn out. Their A933 amp from about five years back was heavily lusted after by me, albeit the then £500 asking price put me off a tad. Not least as we'd just had the kids not long before!
 

steve_1979

Well-known member
Jul 14, 2010
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philipjohnwright said:
Harbeth = pipe and slippers brigade

(I am of course the exception to the rule - no pipe!)
:grin:

Just to show that you can't judge people by their hifi. I smoke a (vapor) pipe and usually wear slippers and a dressing gown when listening to music! :shifty: And I'm certainly not "mature" or "better off financially" like DM says most AVI owners are.

Though I'm probably the exception to the rule.
 

CnoEvil

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Aug 21, 2009
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Rather than ruffle the feathers of sensitive audiophiles, I won't point any fingers and will be a little vague.

IME. There are many classes of audiophile, and they each head to particular brands:

1. The eccentric

2. The serial upgrader

3. The musician

4. The objectivist

5. The know-it-all.

6. The show-off

7. The bargain hunter

8. The retro hunter (old is gold)

9. The tinkerer.

10. The music lover (doesn't give a monkey's about the tech / measurements)

11. The award chaser

12. The lackadaisic (sorry, made up word)

13 The Vinyl junkie

14. The armchair warrior.

15 The hardy perennial.

16. The minimalist

17. The trendy style setter (sound is of secondary importance).

18 The frustrated audiophile, whose OTT plans are vetoed by the leader of the opposition.

As for what brand each type goes for........I will leave that up to your imagination. No point in starting a war before the new year.
 

MakkaPakka

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May 25, 2013
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drummerman said:
Cyrus; Now affordable for the poor likes like myself due to continous discounting and good second hand supply.
Cyrus always seemed pretty exotic to me but some of the products are quite aggressively priced now online. The 6a can be had for under £500 today which will move it into contention for a lot of people.
 

amcluesent

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Mar 8, 2009
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>Audio Analogue; Bit left field here in the UK. Rarely mentioned but covering the mid to high end. - White collar buyers that feel the need to be different?<

How very dare you! :)

Audio Analogue and Sonus Faber are the brands people arrive at when they want to listen to music, not tinker with hi-fi.
 

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