Although not presented in the chapter, the POPAI Consumer Buying Habits Study revealed that the percentage of in-store decisions for coffee was 57.9 percent, whereas the comparable percentage was 87.1 percent for a group of “sauce” products (salsa, picante sauce, and dips). What accounts for the 29.2 percent difference in in-store decision making between coffee and the “sauce” products? Go beyond these two product categories and offer a generalization as to what factors determine whether a particular product category would exhibit a low or high proportion of in-store decision-making.
Answer to relevant QuestionsObjectives and budgets are necessarily interdependent. Explain this interdependency and provide an example to support your point. Explain the meaning of 360-degree branding. What are the advantages and potential disadvantages of such a practice? Assume that your college or university has had difficulty getting nonstudent residents in the local community to attend basketball games. Your school’s athletic director requests that an organization you belong to (say, a ...Identify several brand logos other than those illustrated in this chapter and indicate why, in your view, these are effective logos. The POPAI Consumer Buying Habits Study also revealed that the highest average brand lift index from signage (rather than displays) in mass merchandise stores was dishwashing soaps, with an index of 21.65. Provide an exact ...
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