Question 1: Explain how each of the following factors might affect consumer search:
(a) Brand loyalty
(b) Store loyalty
(c) uncertainty about which brand best meets consumers needs
(d) the importance consumers place on paying a low price
Question 2: A recent study has classified consumers into one of three segment based on the amount of search they did when making their purchase decisiions. For each segment the percentage buying your brand verus competitive brands was examined. The results are as follows:
Percentage Buying
Amount of Search Your brand Competitors Brand
Minimal 3 97
Moderate 9 91
Extensive 17 83
What implications doe these results carry for markteing strategy?
Question 3: It is indicated that offering incentives is one way for a produt to gain consideration during consumer decision making . How else might a product try to enter the consideration set?