Nonetheless even when prices are similar consumers have strong preferences for

Nonetheless even when prices are similar consumers

This preview shows page 145 - 148 out of 266 pages.

Nonetheless, even when prices are similar, consumers have strong preferences for specific brands of these products. This strong brand preference is the result of A. extended problem solving.B. limited problem solving.C.routine problem solving.D. high-involvement problem solving.E. personal problem solving.Habit formation is the basis of routine problem solving, and there is a close link between habits and brand loyalty.AACSB: AnalyticalBloom's: ComprehensionDifficulty Level: MediumLearning Objective: 05-02 Distinguish among three variations of the consumer purchase decision process: routine; limited; and extended problem solving.Learning Objective: 05-03 Identify major psychological influences on consumer behavior.Level of Learning: ComprehensionTopic: Routine Problem Solving5-145
Background image
Chapter 05 - Understanding consumer behavior96.(p. 100)The purchase of a bottle of water is a low-involvement purchase. How can a marketer convince people to buy a market leader, Perrier brand water, instead of one of the numerous other brands displayed on retailers' shelves? A.avoid Perrier brand stock-outs in retailersB. make the purchase decision high involvementC. offer coupons for Perrier bottled waterD. convince retailers to offer only Perrier waterE. denigrate its competitionWhen a company markets a low-involvement product and its brand is a market leader, attention is placed on (1) maintaining product quality, (2) avoiding stockout situations, and (3)advertising messages that reinforce a consumer's knowledge or assures buyers they made the right choice. Market challengers must break buying habits and use free samples, coupons, andrebates to encourage trial of their brand. Here Perrier is defined as a leader; so avoiding stock-outs in retailers is crucial.AACSB: AnalyticalBloom's: ApplicationDifficulty Level: MediumLearning Objective: 05-02 Distinguish among three variations of the consumer purchase decision process: routine; limited; and extended problem solving.Level of Learning: ApplicationTopic: Low Involvement Strategy5-146
Background image
Chapter 05 - Understanding consumer behavior97.(p. 100)The purchase of a bottle of water is a low-involvement purchase. How can a marketer convince people to buy a market challenger, Dasani brand water, instead of one of the numerous other brands displayed on retailers' shelves? A. make good use of Dasani stock-outs.B. make the purchase decision high involvement.C.offer coupons for Dasani bottled water.D. convince retailers to offer only Dasani water.E. simplify the packaging to lower costs and undercut competitors' sales.If a company markets a low-involvement product and its brand is a market leader, attention is placed on (1) maintaining product quality, (2) avoiding stockout situations, and (3) advertisingmessages that reinforce a consumer's knowledge or assures buyers they made the right choice.
Background image
Image of page 148

You've reached the end of your free preview.

Want to read all 266 pages?

  • Fall '11
  • OBRIEN
  • Consumer Reports, E., purchase decision

  • Left Quote Icon

    Student Picture

  • Left Quote Icon

    Student Picture

  • Left Quote Icon

    Student Picture