Superordinate and Subordinate Categorization

a$.$Purpose: Understand how to accurately use $/$ interpret various sources of information$/$data to

successfully develop and communicate consumer behavior insights.

Grading: This assignment will be graded pass$/$partial pass$/$fail$.$ Those who fully complete the

assignment $($and it is done correctly$)$ on time will pass, earning $10$ points $($pass$).$ Those that

submit the assignment on time but display minimal effort or understanding will earn a $5($partial

pass$).$ Those who fail to complete the assignment on time will fail, earning $0$ points $($fail$).$ Late

assignments are not accepted unless prior arrangements were made.

Note: For this assignment students work must be their own. Plagiarized work will NOT be

tolerated. Any academic misconduct will be reported, see syllabus for more detail.

In chapter $13,$ we talked about various product categorizations. Using the categorization tool

template below, complete the chart for items found at a clothing store.

Using a$-$d$,$ label the three levels of categorization AND the features level in the chart

below $($e$.$g$.,$ level$).$

Include examples from the retail industry for each category $($i$.$e$.,$ blue$/$white boxes

numbered $1-9).$

Then include three or four features $($box $10).$

$*$Note: numbers and letters were labeled at random and have no meaning for order.

Hint: see the desserts example discussed in the chapter $13$ lecture.