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Case 1.2

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Submitted By aveneralla1
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Feb 9, 2013

My first product is our home's Rainsoft system. This is a water purification system that we purchased for our home back in 2007. The Rainsoft is connected to our main water supply valve and installed in our garage.

The purpose of the Rainsoft is to eleminate hard water. In essence, it treats the water for any chemicals or residues, takes out the chlorine and iron that resides in the county water, and leaves it soft, as well. Obtaining this unit gifted us wuth truly filtered water straight from the sink. It also takes away the hardness of the water, and this is especially good for our family, as it's easier on your skin and both of our children have eczema. As a personal consumer, my decision to buy this unit was strongly influenced salesman's marketing pitch. One of the most notable features was the unit's location - hidden away in our garage, unseen by all, and even mobile if we ever decided to move to a new house. The price also played a large role in our purchase. We just purchased the house, and the unit came with a discount for all new homebuyers.

The second product would be our newly aquired Roku boxes. We purchased two boxes - one for our living room and one for our master bedroom. We wanted to cut down on bills. So, we dropped our ATT U-Verse cable account and started with the Roku boxes. This allows us to stream our wirelessinternet to these boxes and watch all of our shows. It is similar to the Apple Box. The Roku streams our favorite shows, with the simple purchases of monthly Netflix and HuluPlus accounts. We can now keep up with our favorite shows and television for a fraction of the cost - 1/5 of the cost a month, to be exact. In this chapter, "The Impact of Digital Technologies on Marketing Strategies," more households are cutting the middle man and have more options in the market. this appeals to consumers because it gives them more power in their spending. Roku allows us to continue our weekly consumption of television delight and keep our two boys happy with quick and easy movie watching, as well.

Third on my list, is the couch we purchased last year. My wife's new taste would no longer tolerate our old decor. Plus, the fact that we needed a new couch, badly, only fueled my wife's vision for a new living room. The light blue couch is the comfortable piece in our living room. It's where we gather as a family to enjoy some peace and quiet, or watch a little TV. It gets jumped on, slept on, and even has the use of a chow table (which doesn't bode very well with Mommy). Our comfortable couch is the goto piece in our living room. We couldn't live without it. We shopped around, probably, 3 or 4 stores before we picked the right one. So customer satisfaction was a big deal for this purchase.

The fourth product is very important - to me, at least. It has been a staple for me since high school. It is my Peanut Butter Captain Crunch. I can remember my first box. It was a spontaneous purchase. I had never tried the brand before, but I was hooked after that one box. I guess my love for peanut butter helps my appetite for this cereal. I just can't put the bowl down. For sixteen years, PB Captain Crunch and I have been together. I would say my consumer value, satisfaction, trust, and retention are all pretty high on this product. As a kid, my decisions were dependent upon cool designed boxes and the sweet things that they put inside (sugar, berries...). However, when you are a customer like me, what sticks around for years is the customer trust, and the fact that they have never changed once. They have kept it the same - just the way I like it.

Last, I chose our new iron we bought. We recently purchased this when our old iron stopped heating for us. Considering I work at a law firm in the Galleria, and we don't have $60 to spend every week on dry cleaning, I wash, wear, and iron my clothes instead. This way, we save money and I keep my attire's professionalism. I would assume almost every home has an iron. In fact, I think it's an unspoken rule that you must buy an iron when you leave your parents' house. The model of consumer decision making breaks down into 3 parts - one of which is the process stage. This is the stage in which our need recognition comes into play. Our old iron broke, and we needed a new one. So, our search for the iron was inevitable, and since our alternative (drycleaning) is out of our budget, our motivation to purchase was HIGH.

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