Assignment

For each scenario below, answer two questions:

a$)$ Indicate the consumer product class $($see Exhibit $8-6$ and related discussion$)$ based on the characteristics of each group of customers, and then

b$)$ explain why you placed the product in this class.

Ingrid Stevenson, a college student, was looking to buy her father a birthday present. Her dad was a big fan of the Denver Broncos football team $-$ and he also loved to wear baseball caps. While her father already owned a couple of Broncos hats, he was always in the market for something different. She also knew her father was quite particular about his hats. She knew he liked the hats to be made of cotton and to have a good feel. He also liked them to have something unique on the front of each hat. Ingrid ended up going to several different shops at a

local mall and then a sporting goods store with a good selection before finding just the right hat. Her father loved the gift.

As he walked into a Walmart, Jeremy Bower was looking for a hat to wear on a hot sunny day. He saw a display of baseball style caps at the front of the store. He saw hats with names or logos of sports teams, a local college, and even sporting goods products. Other hats were blank or had weird sayings. Jeremy grabbed the least expensive hat and purchased it$.$

Dawn Brady was at her cousin's house and saw a very unique and different baseball cap. This cap was like a Green Bay Packers football helmet with the $"G"$ logo on the side. She had never seen one before. She asked her cousin where he bought it$,$ but he could not recall. The next day she went out looking for this particular cap. She went to four different stores $-$ each time