▶ 調査レポート

家庭用掃除機のグローバル市場(2023年-2031年):ハンディ掃除機、キャニスター型掃除機、直立型掃除機、スティック型掃除機、ロボット掃除機

• 英文タイトル:Household Vacuum Cleaner Market (Product Type: Handheld Vacuum Cleaners, Canister Vacuum Cleaners, Upright Vacuum Cleaners, Stick Vacuum Cleaners, Robotic Vacuum Cleaners) - Global Industry Analysis, Size, Share, Growth, Trends, and Forecast, 2023-2031

Transparency Market Researchが調査・発行した産業分析レポートです。家庭用掃除機のグローバル市場(2023年-2031年):ハンディ掃除機、キャニスター型掃除機、直立型掃除機、スティック型掃除機、ロボット掃除機 / Household Vacuum Cleaner Market (Product Type: Handheld Vacuum Cleaners, Canister Vacuum Cleaners, Upright Vacuum Cleaners, Stick Vacuum Cleaners, Robotic Vacuum Cleaners) - Global Industry Analysis, Size, Share, Growth, Trends, and Forecast, 2023-2031 / MRC2312A034資料のイメージです。• レポートコード:MRC2312A034
• 出版社/出版日:Transparency Market Research / 2023年9月22日
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レポート概要
家庭用掃除機市場 - レポートの範囲TMRの調査レポート「世界の家庭用掃除機市場」は、2023年から2031年までの予測期間における市場の指標に関する貴重な洞察を得るために、過去だけでなく現在の成長動向と機会を調査しています。2023年を基準年、2031年を予測年として、2017年から2031年までの世界の家庭用掃除機市場の収益を提供しています。また、2023年から2031年までの世界の家庭用掃除機市場の複合年間成長率(CAGR %)も掲載しています。

本レポートは広範な調査を経て作成されました。主要オピニオンリーダー、業界リーダー、オピニオンメーカーへのインタビューを実施しました。二次調査では、主要企業の製品資料、年次報告書、プレスリリース、関連文書などを参照し、家庭用掃除機市場を理解しました。

二次調査には、インターネットソース、政府機関の統計データ、ウェブサイト、業界団体なども含まれます。アナリストはトップダウンアプローチとボトムアップアプローチを組み合わせて、世界の家庭用掃除機市場の様々な属性を調査しました。

本レポートには、調査範囲に含まれる様々なセグメントの成長動向のスナップショットとともに、詳細なエグゼクティブサマリーが含まれています。さらに、本レポートは世界の家庭用掃除機市場における競争ダイナミクスの変化に光を投げかけています。これらは、既存の市場プレイヤーだけでなく、世界の家庭用掃除機市場への参入に関心のある企業にとっても貴重なツールとなります。

本レポートでは、世界の家庭用掃除機市場の競争状況について掘り下げています。世界の家庭用掃除機市場で事業を展開する主要プレイヤーを特定し、各プレイヤーを様々な属性でプロファイルしています。会社概要、財務状況、最近の動向、SWOTは、本レポートで紹介されている世界の家庭用掃除機市場におけるプレイヤーの属性です。

世界の家庭用掃除機市場レポートで回答された主な質問
- 予測期間中の全地域における家庭用掃除機の売上高/収益は?
- 世界の家庭用掃除機市場におけるビジネスチャンスは?
- 市場の主な促進要因、阻害要因、機会、脅威は?
- 予測期間中に最も速いCAGRで拡大する地域市場は?
- 2031年に世界で最も高い収益を上げると予測されるセグメントは?
- 予測期間中に最も高いCAGRで拡大すると予測されるセグメントは?
- 世界市場で事業を展開する各企業の市場ポジションは?

家庭用掃除機市場 - 調査目的と調査アプローチ
世界の家庭用掃除機市場に関する包括的なレポートは、概要から始まり、調査範囲と目的が続きます。本レポートでは、本調査の目的、市場で事業を展開する主要ベンダーと流通業者、製品の承認に関する規制シナリオについて詳しく解説しています。

本レポートは、読みやすさを考慮し、各セクションを章ごとに分割したレイアウトになっています。本レポートは、グラフと表を適切に配置した網羅的なコレクションで構成されています。主要セグメントの実績値と予測値を図式化することで、読者に視覚的に訴えかけます。また、主要セグメントの過去と予測期間末の市場シェアの比較も可能です。

本レポートでは、世界の家庭用掃除機市場を製品、エンドユーザー、地域の観点から分析。各基準の主要セグメントを詳細に調査し、2031年末時点の各セグメントにおける市場シェアを掲載しています。このような貴重な洞察により、市場関係者は世界家庭用掃除機市場への投資について十分な情報に基づいたビジネス上の意思決定を行うことができます。

1. 序論
2. 仮定
3. 調査方法
4. エグゼクティブサマリー
5. 市場概要
6. 世界の家庭用掃除機市場分析・予測:製品種類別
7. 世界の家庭用掃除機市場分析・予測:掃除機バッグ別
8. 世界の家庭用掃除機市場分析・予測:カテゴリー別
9. 世界の家庭用掃除機市場分析・予測:容量別
10. 世界の家庭用掃除機市場分析・予測:価格別
11. 世界の家庭用掃除機市場分析・予測:流通チャネル別
12. 世界の家庭用掃除機市場分析・予測:地域別
13. 北米の家庭用掃除機市場分析・予測
14. ヨーロッパの家庭用掃除機市場分析・予測
15. アジア太平洋の家庭用掃除機市場分析・予測
16. 中東・アフリカの家庭用掃除機市場分析・予測
17. 南米の家庭用掃除機市場分析・予測
18. 競争状況
19. 市場参入戦略

レポート目次

1. Preface
    1.1. Market Definition and Scope
    1.2. Market Segmentation
    1.3. Key Research Objectives
    1.4. Research Highlights
2. Assumptions
3. Research Methodology
4. Executive Summary
5. Market Overview
    5.1. Market Dynamics
        5.1.1. Drivers
        5.1.2. Restraints
        5.1.3. Opportunities
    5.2. Key Trends Analysis
        5.2.1. Demand Side Analysis
        5.2.2. Supply Side Analysis
    5.3. Key Market Indicators
        5.3.1. Overall Vacuum Cleaner Market Overview
    5.4. Porter’s Five Forces Analysis
    5.5. Value Chain Analysis
    5.6. Industry SWOT Analysis
    5.7. Technology Overview
    5.8. Global Household Vacuum Cleaner Market Analysis and Forecast, 2022 – 2031
        5.8.1. Market Value Projections (US$ Mn)
        5.8.2. Market Volume Projections (Million Units)
6. Global Household Vacuum Cleaner Market Analysis and Forecast, by Product Type
    6.1. Global Household Vacuum Cleaner Market Size (US$ Mn and Million Units), by Product Type, 2017 – 2031
        6.1.1. Handheld Vacuum Cleaners
        6.1.2. Canister Vacuum Cleaners
        6.1.3. Upright Vacuum Cleaners
        6.1.4. Stick Vacuum Cleaners
        6.1.5. Robotic Vacuum Cleaners
    6.2. Incremental Opportunity, by Product Type
7. Global Household Vacuum Cleaner Market Analysis and Forecast, by Vacuum Bag Type
    7.1. Global Household Vacuum Cleaner Market Size (US$ Mn and Million Units), by Vacuum Bag Type, 2017 – 2031
        7.1.1. With Bag
        7.1.2. Bagless
    7.2. Incremental Opportunity, by Vacuum Bag Type
8. Global Household Vacuum Cleaner Market Analysis and Forecast, by Category
    8.1. Global Household Vacuum Cleaner Market Size (US$ Mn and Million Units), by Category, 2017 – 2031
        8.1.1. Corded
        8.1.2. Cordless
    8.2. Incremental Opportunity, by Category
9. Global Household Vacuum Cleaner Market Analysis and Forecast, by Capacity
    9.1. Global Household Vacuum Cleaner Market Size (US$ Mn and Million Units), by Capacity, 2017 – 2031
        9.1.1. Up to 0.9 L
        9.1.2. 1 to 1.4 L
        9.1.3. 1.5 to 1.9 L
        9.1.4. 2 L & Above
    9.2. Incremental Opportunity, by Capacity
10. Global Household Vacuum Cleaner Market Analysis and Forecast, by Price
    10.1. Global Household Vacuum Cleaner Market Size (US$ Mn and Million Units), by Price, 2017 – 2031
        10.1.1. Low
        10.1.2. Medium
        10.1.3. High
    10.2. Incremental Opportunity, by Price
11. Global Household Vacuum Cleaner Market Analysis and Forecast, by Distribution Channel
    11.1. Global Household Vacuum Cleaner Market Size (US$ Mn and Million Units), by Distribution Channel, 2017 – 2031
        11.1.1. Online
            11.1.1.1. E-Commerce Websites
            11.1.1.2. Company-Owned Websites
        11.1.2. Offline
            11.1.2.1. Supermarkets/Hypermarkets
            11.1.2.2. Specialty Stores
            11.1.2.3. Other Independent Retailers
    11.2. Incremental Opportunity, by Distribution Channel
12. Global Household Vacuum Cleaner Market Analysis and Forecast, Region
    12.1. Global Household Vacuum Cleaner Market Size (US$ Mn and Million Units), by Region, 2017 – 2031
        12.1.1. North America
        12.1.2. Europe
        12.1.3. Asia Pacific
        12.1.4. Middle East & Africa
        12.1.5. South America
    12.2. Incremental Opportunity, by Region
13. North America Household Vacuum Cleaner Market Analysis and Forecast
    13.1. Regional Snapshot
    13.2. Key Trends Analysis
        13.2.1. Demand Side Analysis
        13.2.2. Supply Side Analysis
    13.3. Brand Analysis
    13.4. Consumer Buying Behavior Analysis
    13.5. COVID-19 Impact Analysis
    13.6. Price Trend Analysis
        13.6.1. Weighted Average Selling Price (US$)
    13.7. Household Vacuum Cleaner Market Size (US$ Mn and Million Units), by Product Type, 2017 – 2031
        13.7.1. Handheld Vacuum Cleaners
        13.7.2. Canister Vacuum Cleaners
        13.7.3. Upright Vacuum Cleaners
        13.7.4. Stick Vacuum Cleaners
        13.7.5. Robotic Vacuum Cleaners
    13.8. Household Vacuum Cleaner Market Size (US$ Mn and Million Units), by Vacuum Bag Type, 2017 – 2031
        13.8.1. With Bag
        13.8.2. Bagless
    13.9. Household Vacuum Cleaner Market Size (US$ Mn and Million Units), by Category, 2017 – 2031
        13.9.1. Corded
        13.9.2. Cordless
    13.10. Household Vacuum Cleaner Market Size (US$ Mn and Million Units), by Capacity, 2017 – 2031
        13.10.1. Up to 0.9 L
        13.10.2. 1 to 1.4 L
        13.10.3. 1.5 to 1.9 L
        13.10.4. 2 L & Above
    13.11. Household Vacuum Cleaner Market Size (US$ Mn and Million Units), by Price, 2017 – 2031
        13.11.1. Low
        13.11.2. Medium
        13.11.3. High
    13.12. Household Vacuum Cleaner Market Size (US$ Mn and Million Units), by Distribution Channel, 2017 – 2031
        13.12.1. Online
            13.12.1.1. E-Commerce Websites
            13.12.1.2. Company-Owned Websites
        13.12.2. Offline
            13.12.2.1. Supermarkets/Hypermarkets
            13.12.2.2. Specialty Stores
            13.12.2.3. Other Independent Retailers
    13.13. Household Vacuum Cleaner Market Size (US$ Mn and Million Units), by Country, 2017 – 2031
        13.13.1. U.S.
        13.13.2. Canada
        13.13.3. Rest of North America
    13.14. Incremental Opportunity Analysis
14. Europe Household Vacuum Cleaner Market Analysis and Forecast
    14.1. Regional Snapshot
    14.2. Key Trends Analysis
        14.2.1. Demand Side Analysis
        14.2.2. Supply Side Analysis
    14.3. Brand Analysis
    14.4. Consumer Buying Behavior Analysis
    14.5. COVID-19 Impact Analysis
    14.6. Price Trend Analysis
        14.6.1. Weighted Average Selling Price (US$)
    14.7. Household Vacuum Cleaner Market Size (US$ Mn and Million Units), by Product Type, 2017 – 2031
        14.7.1. Handheld Vacuum Cleaners
        14.7.2. Canister Vacuum Cleaners
        14.7.3. Upright Vacuum Cleaners
        14.7.4. Stick Vacuum Cleaners
        14.7.5. Robotic Vacuum Cleaners
    14.8. Household Vacuum Cleaner Market Size (US$ Mn and Million Units), by Vacuum Bag Type, 2017 – 2031
        14.8.1. With Bag
        14.8.2. Bagless
    14.9. Household Vacuum Cleaner Market Size (US$ Mn and Million Units), by Category, 2017 – 2031
        14.9.1. Corded
        14.9.2. Cordless
    14.10. Household Vacuum Cleaner Market Size (US$ Mn and Million Units), by Capacity, 2017 – 2031
        14.10.1. Up to 0.9 L
        14.10.2. 1 to 1.4 L
        14.10.3. 1.5 to 1.9 L
        14.10.4. 2 L & Above
    14.11. Household Vacuum Cleaner Market Size (US$ Mn and Million Units), by Price, 2017 – 2031
        14.11.1. Low
        14.11.2. Medium
        14.11.3. High
    14.12. Household Vacuum Cleaner Market Size (US$ Mn and Million Units), by Distribution Channel, 2017 – 2031
        14.12.1. Online
            14.12.1.1. E-Commerce Websites
            14.12.1.2. Company-Owned Websites
        14.12.2. Offline
            14.12.2.1. Supermarkets/Hypermarkets
            14.12.2.2. Specialty Stores
            14.12.2.3. Other Independent Retailers
    14.13. Household Vacuum Cleaner Market Size (US$ Mn and Million Units), by Country, 2017 – 2031
        14.13.1. U.K.
        14.13.2. Germany
        14.13.3. France
        14.13.4. Rest of Europe
    14.14. Incremental Opportunity Analysis
15. Asia Pacific Household Vacuum Cleaner Market Analysis and Forecast
    15.1. Regional Snapshot
    15.2. Key Trends Analysis
        15.2.1. Demand Side Analysis
        15.2.2. Supply Side Analysis
    15.3. Brand Analysis
    15.4. Consumer Buying Behavior Analysis
    15.5. COVID-19 Impact Analysis
    15.6. Price Trend Analysis
        15.6.1. Weighted Average Selling Price (US$)
    15.7. Household Vacuum Cleaner Market Size (US$ Mn and Million Units), by Product Type, 2017 – 2031
        15.7.1. Handheld Vacuum Cleaners
        15.7.2. Canister Vacuum Cleaners
        15.7.3. Upright Vacuum Cleaners
        15.7.4. Stick Vacuum Cleaners
        15.7.5. Robotic Vacuum Cleaners
    15.8. Household Vacuum Cleaner Market Size (US$ Mn and Million Units), by Vacuum Bag Type, 2017 – 2031
        15.8.1. With Bag
        15.8.2. Bagless
    15.9. Household Vacuum Cleaner Market Size (US$ Mn and Million Units), by Category, 2017 – 2031
        15.9.1. Corded
        15.9.2. Cordless
    15.10. Household Vacuum Cleaner Market Size (US$ Mn and Million Units), by Capacity, 2017 – 2031
        15.10.1. Up to 0.9 L
        15.10.2. 1 to 1.4 L
        15.10.3. 1.5 to 1.9 L
        15.10.4. 2 L & Above
    15.11. Household Vacuum Cleaner Market Size (US$ Mn and Million Units), by Price, 2017 – 2031
        15.11.1. Low
        15.11.2. Medium
        15.11.3. High
    15.12. Household Vacuum Cleaner Market Size (US$ Mn and Million Units), by Distribution Channel, 2017 – 2031
        15.12.1. Online
            15.12.1.1. E-Commerce Websites
            15.12.1.2. Company-Owned Websites
        15.12.2. Offline
            15.12.2.1. Supermarkets/Hypermarkets
            15.12.2.2. Specialty Stores
            15.12.2.3. Other Independent Retailers
    15.13. Household Vacuum Cleaner Market Size (US$ Mn and Million Units), by Country, 2017 – 2031
        15.13.1. China
        15.13.2. India
        15.13.3. Japan
        15.13.4. Rest of Asia Pacific
    15.14. Incremental Opportunity Analysis
16. Middle East & Africa Household Vacuum Cleaner Market Analysis and Forecast
    16.1. Regional Snapshot
    16.2. Key Trends Analysis
        16.2.1. Demand Side Analysis
        16.2.2. Supply Side Analysis
    16.3. Brand Analysis
    16.4. Consumer Buying Behavior Analysis
    16.5. COVID-19 Impact Analysis
    16.6. Price Trend Analysis
        16.6.1. Weighted Average Selling Price (US$)
    16.7. Household Vacuum Cleaner Market Size (US$ Mn and Million Units), by Product Type, 2017 – 2031
        16.7.1. Handheld Vacuum Cleaners
        16.7.2. Canister Vacuum Cleaners
        16.7.3. Upright Vacuum Cleaners
        16.7.4. Stick Vacuum Cleaners
        16.7.5. Robotic Vacuum Cleaners
    16.8. Household Vacuum Cleaner Market Size (US$ Mn and Million Units), by Vacuum Bag Type, 2017 – 2031
        16.8.1. With Bag
        16.8.2. Bagless
    16.9. Household Vacuum Cleaner Market Size (US$ Mn and Million Units), by Category, 2017 – 2031
        16.9.1. Corded
        16.9.2. Cordless
    16.10. Household Vacuum Cleaner Market Size (US$ Mn and Million Units), by Capacity, 2017 – 2031
        16.10.1. Up to 0.9 L
        16.10.2. 1 to 1.4 L
        16.10.3. 1.5 to 1.9 L
        16.10.4. 2 L & Above
    16.11. Household Vacuum Cleaner Market Size (US$ Mn and Million Units), by Price, 2017 – 2031
        16.11.1. Low
        16.11.2. Medium
        16.11.3. High
    16.12. Household Vacuum Cleaner Market Size (US$ Mn and Million Units), by Distribution Channel, 2017 – 2031
        16.12.1. Online
            16.12.1.1. E-Commerce Websites
            16.12.1.2. Company-Owned Websites
        16.12.2. Offline
            16.12.2.1. Supermarkets/Hypermarkets
            16.12.2.2. Specialty Stores
            16.12.2.3. Other Independent Retailers
    16.13. Household Vacuum Cleaner Market Size (US$ Mn and Million Units), by Country, 2017 – 2031
        16.13.1. GCC
        16.13.2. South Africa
        16.13.3. Rest of Middle East & Africa
    16.14. Incremental Opportunity Analysis
17. South America Household Vacuum Cleaner Market Analysis and Forecast
    17.1. Regional Snapshot
    17.2. Key Trends Analysis
        17.2.1. Demand Side Analysis
        17.2.2. Supply Side Analysis
    17.3. Brand Analysis
    17.4. Consumer Buying Behavior Analysis
    17.5. COVID-19 Impact Analysis
    17.6. Price Trend Analysis
        17.6.1. Weighted Average Selling Price (US$)
    17.7. Household Vacuum Cleaner Market Size (US$ Mn and Million Units), by Product Type, 2017 – 2031
        17.7.1. Handheld Vacuum Cleaners
        17.7.2. Canister Vacuum Cleaners
        17.7.3. Upright Vacuum Cleaners
        17.7.4. Stick Vacuum Cleaners
        17.7.5. Robotic Vacuum Cleaners
    17.8. Household Vacuum Cleaner Market Size (US$ Mn and Million Units), by Vacuum Bag Type, 2017 – 2031
        17.8.1. With Bag
        17.8.2. Bagless
    17.9. Household Vacuum Cleaner Market Size (US$ Mn and Million Units), by Category, 2017 – 2031
        17.9.1. Corded
        17.9.2. Cordless
    17.10. Household Vacuum Cleaner Market Size (US$ Mn and Million Units), by Capacity, 2017 – 2031
        17.10.1. Up to 0.9 L
        17.10.2. 1 to 1.4 L
        17.10.3. 1.5 to 1.9 L
        17.10.4. 2 L & Above
    17.11. Household Vacuum Cleaner Market Size (US$ Mn and Million Units), by Price, 2017 – 2031
        17.11.1. Low
        17.11.2. Medium
        17.11.3. High
    17.12. Household Vacuum Cleaner Market Size (US$ Mn and Million Units), by Distribution Channel, 2017 – 2031
        17.12.1. Online
            17.12.1.1. E-Commerce Websites
            17.12.1.2. Company-Owned Websites
        17.12.2. Offline
            17.12.2.1. Supermarkets/Hypermarkets
            17.12.2.2. Specialty Stores
            17.12.2.3. Other Independent Retailers
    17.13. Household Vacuum Cleaner Market Size (US$ Mn and Million Units), by Country, 2017 – 2031
        17.13.1. Brazil
        17.13.2. Rest of South America
    17.14. Incremental Opportunity Analysis
18. Competition Landscape
    18.1. Market Player – Competition Dashboard
    18.2. Market Share Analysis (%), 2022
    18.3. Company Profiles (Details – Company Overview, Sales Area/Geographical Presence, Financial/Revenue, Strategy & Business Overview, Sales Channel Analysis, Size Portfolio)
        18.3.1. AB Electrolux
            18.3.1.1. Company Overview
            18.3.1.2. Sales Area/Geographical Presence
            18.3.1.3. Financial/Revenue
            18.3.1.4. Strategy & Business Overview
            18.3.1.5. Sales Channel Analysis
            18.3.1.6. Size Portfolio
        18.3.2. Bissell Inc.
            18.3.2.1. Company Overview
            18.3.2.2. Sales Area/Geographical Presence
            18.3.2.3. Financial/Revenue
            18.3.2.4. Strategy & Business Overview
            18.3.2.5. Sales Channel Analysis
            18.3.2.6. Size Portfolio
        18.3.3. Dyson Ltd
            18.3.3.1. Company Overview
            18.3.3.2. Sales Area/Geographical Presence
            18.3.3.3. Financial/Revenue
            18.3.3.4. Strategy & Business Overview
            18.3.3.5. Sales Channel Analysis
            18.3.3.6. Size Portfolio
        18.3.4. Haier Group Corp.
            18.3.4.1. Company Overview
            18.3.4.2. Sales Area/Geographical Presence
            18.3.4.3. Financial/Revenue
            18.3.4.4. Strategy & Business Overview
            18.3.4.5. Sales Channel Analysis
            18.3.4.6. Size Portfolio
        18.3.5. iRobot Corporation
            18.3.5.1. Company Overview
            18.3.5.2. Sales Area/Geographical Presence
            18.3.5.3. Financial/Revenue
            18.3.5.4. Strategy & Business Overview
            18.3.5.5. Sales Channel Analysis
            18.3.5.6. Size Portfolio
        18.3.6. Koninklijke Philips, N.V.
            18.3.6.1. Company Overview
            18.3.6.2. Sales Area/Geographical Presence
            18.3.6.3. Financial/Revenue
            18.3.6.4. Strategy & Business Overview
            18.3.6.5. Sales Channel Analysis
            18.3.6.6. Size Portfolio
        18.3.7. LG Electronics, Inc.
            18.3.7.1. Company Overview
            18.3.7.2. Sales Area/Geographical Presence
            18.3.7.3. Financial/Revenue
            18.3.7.4. Strategy & Business Overview
            18.3.7.5. Sales Channel Analysis
            18.3.7.6. Size Portfolio
        18.3.8. Panasonic Corporation
            18.3.8.1. Company Overview
            18.3.8.2. Sales Area/Geographical Presence
            18.3.8.3. Financial/Revenue
            18.3.8.4. Strategy & Business Overview
            18.3.8.5. Sales Channel Analysis
            18.3.8.6. Size Portfolio
        18.3.9. Samsung Electronics Co., Ltd.
            18.3.9.1. Company Overview
            18.3.9.2. Sales Area/Geographical Presence
            18.3.9.3. Financial/Revenue
            18.3.9.4. Strategy & Business Overview
            18.3.9.5. Sales Channel Analysis
            18.3.9.6. Size Portfolio
        18.3.10. Techtronic Industries
            18.3.10.1. Company Overview
            18.3.10.2. Sales Area/Geographical Presence
            18.3.10.3. Financial/Revenue
            18.3.10.4. Strategy & Business Overview
            18.3.10.5. Sales Channel Analysis
            18.3.10.6. Size Portfolio
19. Go to Market Strategy
    19.1. Identification of Potential Market Spaces
        19.1.1. Product Type
        19.1.2. Vacuum Bag Type
        19.1.3. Category
        19.1.4. Capacity
        19.1.5. Price
        19.1.6. Distribution Channel
        19.1.7. Geography
    19.2. Understanding the Buying Process of the Customers
    19.3. Preferred Sales & Marketing Strategy