General Electric Case Study

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1.What are your impressions of the General Electric brand and how the company’s products differ from those offered by competitors? General Electric (GE) is one of the oldest and largest manufacturers of major appliances in the world. The company offers four different brands; The GE brand which is a line of basic appliances, The Café brand which is a line of restaurant inspired appliances at reasonable prices, the Profile brand which offers contemporary designs along with the latest technologies, and the Monogram brand which offers custom built, professional quality appliances. GE is at the forefront of innovation and offers products that make life easier and conserve energy. The company offers over 400 different appliances for its customers to choose from. GE’s focus on style, innovation, higher performing products, and matching appliances attracts customers in all different price ranges. GE’s products differ from those offered by competitors for several different reasons. Most of GE’s major competitors; Amana, Maytag, Frigidaire, and Whirlpool, offer only one brand of products with several selections in various price ranges. GE offers four different brands of product that each offer various price ranges based on what is most important to the customer. GE has been in business since 1907 so the company has built a reputation of providing high quality products that many of its competitors have not established yet. GE’s focus on innovation has helped the company to develop more advanced energy efficient appliances and newer technology that has also helped to set its products apart from the competition.

2.What is emotional buying?
Emotional buying is the act of making buying decisions based on an emotional response to the product. If two products are similar a consumer may chose to purchase one item over the other due to their emotional attachment to it. There are many different emotional purchase triggers that companies can appeal to. Consumers want a product...
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