Brand
Management
2nd
Trimester
2013/2014
(B).
A
Product
costing
over
$100
that
performs
a
utilitarian
function
Introduction
With
the
interview
that
I
conducted,
which
lasted
about
30
minutes,
I
could
understand
the
main
factors
that
influenced
the
purchase
of
a
refrigerator,
which
has
a
utilitarian
function.
Although
it
was
a
decision
and
purchase
together
by
a
couple,
I
interviewed
the
man,
who
is
50
years
old
and
talked
openly
about
the
topic.
It
is
also
one
of
the
main
goals
understand
the
consumer
behavior
during
the
process
of
decision-‐making.
The
main
topics
covered
and
insights
were
as
follows:
• Who
was
the
decision
making
unit?
Who
bought
the
fridge
was
the
couple.
The
one
who
played
an
influential
role
was
the
store
employee,
for
his
credibility
and
knowledge
about
the
topic.
• What
motivated
he
purchase?
The
refrigerator
offers
a
combination
of
solutions
that
solve
some
problems.
In
this
case,
the...