Febreeze and the Consumer Decision MakingIn some industries and for some products, the consumer decision making process is long and elaborate, filled with enormous data collection and evaluation before it is made a decision. What happens with the development or discovery of a new product that perhaps the consumer doesn't even know they need? This was the case with Proctor & Gamble's Febreeze. Market Entry When P&G initially discovered and created the formula for Febreeze in the early 1990s (Duhigg, 2012), the company sensed that they had an amazing product that would be a success in the market if they could figure out the recognition aspect of consumer needs. Need recognition is the first step in the consumer decision-making process (Grewal & Levy, 2014) and is critical in that if consumers do not perceive a need, the product will remain and die on the shelves. Proctor & Gamble as a company was full of products with great success in meeting the functional needs of the consumer and even more so in placing the products into the set evoked by the consumer. Tide and Olay brand products are both great examples of this type of P&G success. However, initial testing and commercialization of Febreeze seemed difficult and challenging. P&G marketers failed to achieve anything but disappointing sales results, no matter how great the product was at eliminating odors (Duhigg, 2012). Recognizing Consumer Needs Febreeze was initially marketed to “eliminate bad odors from fabrics” (Duhigg, 2012). P&G was trying to meet the consumer's need to recognize bad odors in their home and provide the product to meet that need. However, after extensive research, it was found that consumers with these strong odors......in the middle of the paper process......ng. Furthermore, due to its strength, the brand is often recognized among evoked consumers, which also contributes to its dominance in the air hygiene products market. Ultimately, using an innovative marketing strategy to connect Febreeze with other P&G products will continue to ensure its future growth, market success and profits. Works CitedBriney, C. (2005). A new beginning for air care. Global Cosmetics Industry, 173(3), 48-50. Retrieved from http://search.proquest.com/docview/196442096?accountid=38569Duhigg, C. (2012) The power of habit: why we do what we do in life and business. (pages 43-49; 55-58). Random House, LLC, New York Grewal, D., & Levy, M. (2014). Marketing (4th ed.). New York, NY: McGraw-Hill/Irwin. ISBN‐139780078029004Rausch, T. (2006). P&G Marketer: Branding is a challenge in a messy world. Lima News, The (OH),