Ingenireo

ACTIVITIES

•Hears about it from friends or sees it in friends’ home • Sees it on web, on TV or in magazine

•Ask friends for advice •Visit stores, ask sales people questions •Read web sites,blogs, magazines for reviews and to gain understanding of domain •Understand impact on other CE components •Learn jargon, brands •Look for sales

•Go to retailer •Talk to sales person •Compare side byside •Compare warranties •Consider extended warranty •Consider installation service

•Open box/packaging •Look for/read directions •Confirm all parts are present (e.g. remote) •Plug in/power TV•Connect components •Test system (e.g. movie, broadcast) •Adjust TV settings •Set up mounting hardware •Place on wall/stand •Hire professional installer if not doing oneself •Program remote •Educate family,friends on use •Call customer service •Complete/submit warranty information

MOTIVATIONS

•House remodel/build •Broken TV •Super Bowl •Wedding gift (life event gift) •Digital switchover in 2009•The “Joneses” got one •Children want a TV (hand me down) •Buy DVD or other high tech gear

•Make the best choice/not a bad choice •Get the best deal •Satisfy my needs •Trump my neighbors/friends•Latest and greatest •Get up to speed •Know enough to not get duped by sales person

•See different model on sale •Get out quickly as kids acting up in store •Sale going on •Sports event coming up •New hotmodel released •Sales person recommended

•Get it finished fast (Busy, excited to see it work) • Relish unboxing (but not make it challenging) •Avoid frustration •Don’t hurt back lifting it •Checkout the new HD broadcast/DVD •Brag to friends

AWARENESS

RESEARCH

PURCHASE

OOBE

QUESTIONS

•How much? (Can I afford it?) •Is it worth it? •Is it an improvement? •Is it cool? •What willmy friends think?

•What is the best? •What can I get for my budget? •Is it future proof? •Will it fit in my room/apt? •Who can I trust? (Brand, Store, Sales Person) •Does/will it work with...