Week 6 – Chapter 10 Review & Applications: 5.1, 5.2, 6.1

5.1) Trialability is most effective with convenience products such as toothpaste, shampoo and deodorant. These products are relatively inexpensive and usually consumer choices are based on brand loyalty. Since they are low in cost, consumers are more willing to try a different brand because it is easy and cheap to go back to their original brand if the new product is not preferred. However, more expensive products can also use Trialability. Often times car dealers will allow a potential buyer to try out a car for a few days prior to making a purchase.

5.2) I use all types of adoptive behavior depending on what the product or service is that I want to purchase. However, most often I use compatibility. I think this is because I am old enough that there are very few products or services that I haven’t previously purchased so I have already determined a preferred brand or features that are most important to me. So, I tend to look at how a different brand or alternate product compares to products I have previously purchased.

6.1) I think the main way that Cheerios is trying to promote their mature product is by advertising the health benefits of the product. They put a lot of effort into not just gearing the cereal towards kids but to their parents and grandparents. They have gone to whole grain and promote the product as a cholesterol reducer. This is important to an aging population.