CASE STUDY: THE DIET BATTLE-WEIGHT WATCHERS, JENNY CRAIG, AND SLIM-FAST66
Questions
1. Trace how you might go through the steps in the consumer decision process if you were thinking of going on a diet and using any of these diet programs.
2. How have Weight Watchers, Slim-Fast, and Jenny Craig created value?
3. Identify the determinant attributes that set the Weight Watchers, Slim-Fast, and Jenny Craig programs apart. Use those attributes to develop a compensatory purchasing model similar to the one in Exhibit 6.2.
4. How can Weight Watchers, Slim-Fast, and Jenny Craig increase the probability of customer satisfaction?
5. Which factors examined in this chapter might have the most impact on sumers' propensity to go on a diet and choose one of these diet programs?