MARKETING-W/ACCESS
6th Edition
ISBN: 9781260052145
Author: Grewal
Publisher: MCG
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Question
Chapter 6, Problem 1MA
Summary Introduction
To discuss: Whether purchasing Cereal K satisfies the psychological or functional needs of the customers and the way this information is helpful for the brand manager in product promotion.
Expert Solution & Answer
Explanation of Solution
Cereal K generally satisfies the psychological needs of the customers. The basic functional needs: fulfilling the hunger of the consumer is provided by the cereal, thus the cereal appeals to more psychological needs. The preference of certain customers for this cereal is to fit within a particular social group and lifestyle.
Understanding the selection of the customers for the Cereal K will help them in promotion of their brand as a lifestyle brand rather than a basic cereal.
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