1. A) Identify ONE product category that you believe requires a reasonably inten

Question

1.A)   Identify ONE product category that you believe requires a reasonably intensive pre-purchase search by a typical consumer. Then, using Table 14.1 [p. 342] as a guide, identify the specific characteristics of this product category that makes an intensive pre-purchase search likely.  

B-1) For the ONE product category that you chose in part A, identify the perceived risk(s) that a typical consumer is likely to experience before choosing to make a purchase of a specific new brand (just introduced) within that product category. Provide your reasoning.

B-2) Discuss how a marketer of such a new brand as this can proactively reduce this (these) perceived risk(s).

Explanation / Answer

One product category that requires intensive pre-research is laptop because of following reasons:

Perceived risk that a computer perceives:

Marketer should market a new product in following ways:

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