The Decision Making Process A Consumer Goes Through When Purchasing The Smeg Fab 32

1247 Words Apr 17th, 2016 null Page
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 with need recognition. Roozmand et al. (2011, p.1075) discuss that a need is recognised when there is a disparity between the consumer’s desired state and their actual state. This need recognition can be triggered by either internal stimuli, such as hunger, or external stimuli, such as seeing an advertisement (Armstrong et al. 2012, p. 160). Triggers prompting a consumer to purchase a refrigerator may be the requirement to replace a faulty or aged fridge, or alternatively the purchase may be for a new home or newly renovated kitchen.

A want exists when a consumer has identified a need and has determined that a particular good or service will satisfy that need (Lamb et al. 2013, p 30). In the case of a fridge, a consumer may…

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