Consumer Behavior(Frigidire Company)

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Consumer Behavior(Frigidire Company)

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I am going to write an assignment about the case study “Frigidaire Company” based on ‘Consumer Behavior’. Before writing it, I will summarize the case study briefly.
About Frigidaire Company
The Frigidaire Company is famous with many kinds of house electronic machines such as freezers, ranges, dishwashers and washing machines in the U.S.A. Recently, the company has been faced with some problems that are related with invention of new style washing machine which is called ‘front-loading (horizontal axis)` washing machine. Front-loading machine is new& high technology, and in Europe, it has already been popular. However, the invention projects of the company have almost been failed in markets of the U.S.A. There are some significant reasons among many failed reasons. Firstly, many of the Americans did not like it because they thought that front-loading machine has some disadvantages. For example, front-loaders did not clean very well and even tangled clothes. Furthermore, It is costly more expensive than top-loading machine (vertical axis) about purchase and service. Secondly, many people in the U.S.A did not concern about front-loaders’ advantages such as energy saving, water saving and good performance. Despite the advantages, many users did not care about ecologic facts. Opposite Europe, in America, eco-awareness for their society has been built weekly in their mind, so they did not need kinds of eco-saving machines. Thirdly, a market of the front-loading has never existed in the U.S.A; it means that it was very difficult to make new market share& position against top-loaders. As a result, even though they invested $20 million, and did exhaustive development efforts with detailed marketing plans, Bill topper, Vice President and General Manager of the Laundry products Division, decided to make a marketing team, and started to build new marketing strategies with the team for success.
Theory (based on Consumer Behavior, Henry Assael, February 2004)

참고 자료

Case 5, Frigidaire Company: Launching the Front-loading Washing Machine, Pg 80
Case 5, Frigidaire Company: Launching the Front-loading Washing Machine, Pg 79
Henry Assael, Consumer behavior: a strategic approach, February 2004.