Throckmorten Furniture Case Study

Throckmorten Furniture

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Question 1

Before the customer buys a product that is very important to him and is quite expensive he will go through a process . This process commences when the customer feel a sort of deprivation , a motive to buy that commodity . Once that motive becomes more intense it becomes a drive and forces him to take a course of action as to attain the product . So now

br the customer 's starts gathering information about the good he wants to buy . After that he will weight the pros and cons of all the alternatives he could think of as to decide upon the best possible alternative . After he is confident about his decision , with the support of his findings , he will actually make the purchase . The process doesn 't stop quite yet the consumer will also experience a post purchase satisfaction or dissatisfaction as per his experience with the product he bought . If he feels that his money spent was well spent then he will spread positive word of mouth about the product and where he got it from and hence become a loyal customer . Else , he will provide negative publicity for the company and its products and this in turn will stain the image of the company

Likewise to the above stated process our consumers who buy furniture will also go through the same experience . The need to buy the furniture can be aroused from many sources like a magazine . If the consumer sees a magazine in which there is a living room which is so nicely decorated he might feel that his own living room isn 't good enough and feels that he also has to upgrade . Nevertheless the drive to get new furniture could also be building up in the consumer for many years but due to the fact that he couldn 't afford it , the barrier coming in between him and his purchase . The need arousal for the furniture can be countless depending on the personality types of different consumers . After the urge to get the new furniture is strong the customer will go to various sources to collect information on the furniture type . He will pay more attention to advertisement which emphasizes the benefit of a particular type of furniture material . He will also seek advice from friends and family as he feels that their advice is more original ' as there is nothing in it for them if they recommend a particular furniture type . Whereas if the sales person of a particular store recommends the same thing to the customer he would look at it with more skepticisms as he feel that there is something in it for the sales person a commission or a bonus . Hence the customer always looks towards friends and family for the best possible advice . At times some of the members in the family are opinion leaders who...