Problem
1. Define the three levels of product categorization described in the chapter. Diagram these levels for a health club.
2. Discuss two different non-compensatory decision rules and highlight the difference(s) between them. How might the use of one rule versus another result in a different product choice?
3. Choose a friend or parent who shops for groceries on a regular basis and keep a log of their purchases of common consumer products during the term. Can you detect any evidence of brand loyalty in any categories based on consistency of purchases? If so, talk to the person about these purchases. Try to determine if his or her choices are based on true brand loyalty or on inertia. What techniques might you use to differentiate between the two?
The response should include a reference list. Double-space, using Times New Roman 12 pnt font, one-inch margins, and APA style of writing and citations.