Needs and wants are identified

Needs include capacity, size, and presence of a dryer for washing machines. For oven ranges, electric vs. gas. For microwaves, wattage. Wants include top or front loading, color, the size of the appliance, and its ability to fit in with the desired room. Also, energy efficiency vs. capacity -- older couples might desire more energy efficient appliances to save money, while younger couples desire capacity for washing large loads of children's clothing.

Is decision high or low involvement?

Almost all appliances are high involvement decision, given that most couples will only buy a few washing machines or oven ranges in their entire lives, yet do not wish to be burdened by costly repairs or energy costs.

Describe decision process

The Maytag Homepage depicts a white, upper to middle-class couple marveling how the Maytag has a large capacity, which saves time (for the woman) and energy...
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