1. What temporary situations, or changes in life circumstances, might influence a consumer to recognize a need for a cleaning product, in general, or a green cleaner, in particular? How might a marketer leverage this knowledge?
2. What types of purchase decisions were made by Jack, Jill and Elena:
a) Extended decision making,
b) Limited decision making,
c) Habitual decision making: brand inertia vs. brand loyalty? Explain.
3. How do perceptual attributes and packaging characteristics of the brands in this case study signal product quality in terms of the underlying environmental and health benefits?
4. How are consumers who shop at Whole Foods (a natural food store) and those who shop at Walmart likely to differ in terms of their consideration sets, determinant criteria, and use of a compensatory or noncompensatory rule when factoring environmentally-preferred attributes? How does product categorization explain Method’s decision to initially deemphasize green features when the product was launched?