A Product costing over $100 that performs a utilitarian function

A Product costing over $100 that performs a utilitarian function


 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

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...

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