INTRODUCTION
This report investigates the decision making process a consumer goes through when purchasing the Smeg Fab 32, a 50’s retro-style refrigerator. Smeg is a global player in the kitchen appliance industry and its design savy aesthetics exudes Scandinavian appeal. Smeg’s Fab range of refrigerators breaks away from the traditional mould of kitchen appliance design, allowing consumers with an appreciation for hedonic products to add chic appeal to their kitchens (Hoyer and Stokburger-Sauer, 2012, p. 167). Because of this, Smeg must understand the thought process a buyer will undertake when choosing a Fab fridge over other utilitarian products available on the market.
STAGE 1: NEED RECOGNITION
The consumer decision making process begins …show more content…
Lamb et al. (2013, p. 34) advise that brand names can have a significant impact on a consumer’s ultimate decision to proceed with a purchase. If a consumer doesn’t want to think too much about the purchase, they tend to revert to well known and trust brands (Lamb et al. 2013, p. 34).
STAGE 4: PURCHASE DECISION
Once the consumer has evaluated each of the alternatives, they will decide which product to purchase, where to purchase, how to pay for it, or they may decide not to proceed with the purchase altogether (Lamb et al. 2013, p 34). Armstrong et al. (2013, p. 162) advise that purchase intention can be reversed for a number of reasons, such as: a negatived opinion provided to the consumer by a valued peer if there is an unexpected situational factor, such as economic issues or a competitor dropping their price
When purchasing the Smeg Fab 32 refrigerator, a consumer’s interest in retro design and aesthetics will increase their level of involvement in the buying process. They are also likely to be highly involved as ‘high risk is associated with high-priced purchases’ as well as the social visibility of the product due to it’s prominent design and location in the consumer’s kitchen (Lamb et al. 2013, p. 36). Therefore, those purchasing the Fab fridge would be looking to make a statement in their …show more content…
Due to the limited capacity of the refrigerator, it’s likely to be a single or couple without children investing in this product.
STAGE 5: POST-PURCHASE EVALUATION
Following the purchase, the consumer will either be satisfied or dissatisfied with the product (Armstrong et al. 2012, p. 162). If the product performance falls short of the consumer’s expectations, this will result in a disappointed consumer. Armstrong et al. (2012, p. 162) go on to explain that ‘almost all major purchases result in cognitive dissonance’ being the consumer’s inner ‘discomfort caused by post-purchase conflict’.
As the consumer would have been highly involved in the information search and alternative evaluation stages, and provided the Smeg Fab fridge works well within the consumer’s kitchen environment and its features meet the needs of household members, it is likely that the consumer will be satisfied with the purchase. Other factors which could affect the consumer’s expectations would include the actual purchase process, as well as timely delivery and ease of set-up of the refrigerator.
This report investigates the decision making process a consumer goes through when purchasing the Smeg Fab 32, a 50’s retro-style refrigerator. Smeg is a global player in the kitchen appliance industry and its design savy aesthetics exudes Scandinavian appeal. Smeg’s Fab range of refrigerators breaks away from the traditional mould of kitchen appliance design, allowing consumers with an appreciation for hedonic products to add chic appeal to their kitchens (Hoyer and Stokburger-Sauer, 2012, p. 167). Because of this, Smeg must understand the thought process a buyer will undertake when choosing a Fab fridge over other utilitarian products available on the market.
STAGE 1: NEED RECOGNITION
The consumer decision making process begins …show more content…
Lamb et al. (2013, p. 34) advise that brand names can have a significant impact on a consumer’s ultimate decision to proceed with a purchase. If a consumer doesn’t want to think too much about the purchase, they tend to revert to well known and trust brands (Lamb et al. 2013, p. 34).
STAGE 4: PURCHASE DECISION
Once the consumer has evaluated each of the alternatives, they will decide which product to purchase, where to purchase, how to pay for it, or they may decide not to proceed with the purchase altogether (Lamb et al. 2013, p 34). Armstrong et al. (2013, p. 162) advise that purchase intention can be reversed for a number of reasons, such as: a negatived opinion provided to the consumer by a valued peer if there is an unexpected situational factor, such as economic issues or a competitor dropping their price
When purchasing the Smeg Fab 32 refrigerator, a consumer’s interest in retro design and aesthetics will increase their level of involvement in the buying process. They are also likely to be highly involved as ‘high risk is associated with high-priced purchases’ as well as the social visibility of the product due to it’s prominent design and location in the consumer’s kitchen (Lamb et al. 2013, p. 36). Therefore, those purchasing the Fab fridge would be looking to make a statement in their …show more content…
Due to the limited capacity of the refrigerator, it’s likely to be a single or couple without children investing in this product.
STAGE 5: POST-PURCHASE EVALUATION
Following the purchase, the consumer will either be satisfied or dissatisfied with the product (Armstrong et al. 2012, p. 162). If the product performance falls short of the consumer’s expectations, this will result in a disappointed consumer. Armstrong et al. (2012, p. 162) go on to explain that ‘almost all major purchases result in cognitive dissonance’ being the consumer’s inner ‘discomfort caused by post-purchase conflict’.
As the consumer would have been highly involved in the information search and alternative evaluation stages, and provided the Smeg Fab fridge works well within the consumer’s kitchen environment and its features meet the needs of household members, it is likely that the consumer will be satisfied with the purchase. Other factors which could affect the consumer’s expectations would include the actual purchase process, as well as timely delivery and ease of set-up of the refrigerator.