LG MBA 9120 - Manual (Page 14)

14
NEED DISCOVERY
Company Name: LG Electronics________
Product Name: Internet refrigerator (IR)
Preplanned Questions to Discover Buying
Motives
Customer Response
1. How did you first learn of the IR?
“I first saw the product at the Home in Garden show in
Orlando, Florida, and then again in Miami”
2. Have your purchased other LG products?
“I have not but my best friend suggested LG because
they are known for their technological features and
reliability”
3. Do you use a TV, computer, or radio in the
kitchen?
“Yes, we have all of those and a few more that clutter up
the kitchen and take up valuable counter space”
4. Are you looking to consolidate several
optional non-necessity items in your kitchen?
“Yes, I want to have as much counter space available in
the kitchen”
5. Is your household very mobile where
efficiency and ease of communication are
vital?
“Yes, it seems that the only time we do get together is
after we “schedule” an appointment to do so. Therefore,
an effective communications center that is readily
available to all members would be beneficial”
6. What is it that you do not, or did not, like
about you current, or previous, unit?
“Obviously, it did not have any of the interactive features
this unit offers and it did not provide adequate cooling in
all areas of the fridge”
7. Are you constrained by any monetary
limits?
“The only constraint we have is that we cannot afford to
make a cash payment up front. We are able to make just
about any monthly payment under $250”
8. How many individuals are living in the
household currently?
“Currently, there are 4, but once the other one returns
home for the summer, the count will be 5”
9. What is the most important feature you are
looking for?
“Besides a fully integrated operations center, I am looking
for quality build and true functionality”
10. Is your need immediate or do you plan on
purchasing a unit in the future? “We are currently having a house built and wired for all
purposes, so we would need it installed in approximately
2 montlhs”
Presentation Strategy Selection:
The Presentation strategy needed for the successful sale of an $8000 refrigerator would appropriately be the
persuasive presentation strategy. The need is there for most people to have a refrigerator; however, one is able to
spend less than $1500 if all they are interested in is a basic “cold box”.