The Dutch Electric Fan Heater Market: Mapping the Consumer Decision Making Process

This study has been conducted for a manufacturer of electronically heated fan convectors. The goal was to map the consumer decision-making process of Dutch homeowners when purchasing home appliances and apply the results to the marketing strategy for this manufacturer, entering the Dutch B2C market. To reach this goal, a qualitative method has been applied through conducting in-depth semi structured interviews with Dutch homeowners. Based on the results, a loop-shaped model has been created that outlines the different stages in the decision-making process and stresses the fact that not all consumers pass all stages prior to each purchase. After having outlined the model, analysis and conclusion, the author proposed the manufacturer to reserve budget for in-store advertisement and strategic product placement – mostly online, but also in physical stores; to reserve budget for Search Engine Optimisation; and to come up with a new brand and invest heavily in brand promotion, or to sell the products under a different, already established, brand.