The Purchase of Bottled Sparkling Water Is a Low-Involvement Purchase

question 155

Multiple Choice

The purchase of bottled sparkling water is a low-involvement purchase. How can a market leader such as Perrier keep people buying its brand instead of one of the numerous other brands displayed on retailers' shelves?

• A) Avoid Perrier brand stockouts on retailers' shelves.
• B) Make the purchase decision a high-involvement one.
• C) Offer coupons for Perrier bottled water.
• D) Convince retailers to offer only Perrier water.
• E) Denigrate its competition.

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Definitions:

Profit Margin

A financial metric used to assess a company's financial health, calculated by dividing net income by revenue. It represents what percentage of sales has turned into profits.

Inventory Costs

Costs associated with storing, managing, and insuring inventory, including opportunity costs of holding inventory.

Brand Equity

The value and strength of a brand that decides its worth and influences consumer choice.

Marketing Value

The perceived worth that a product or service brings to a consumer in comparison to its cost.