1. Analyze the buyer decision process for a pet insurance customer.
2. Is the decision to buy pet insurance strictly an economic decision? Explain.
3. Explain how both positive and negative attitudes develop toward a brand like VPI. How might VPI change consumer attitudes toward the brand?
4. What explains the difference between pet insurance usage in the United States versus Great Britain or Sweden?
5. Will VPI continue to grow as it has in the past? Why or why not?