When Starbucks Introduced Their Instant Coffee Brand, Via, the Company

question 200

Multiple Choice

When Starbucks introduced their instant coffee brand, Via, the company only sold it in packages of three single-cup units. Starbucks' primary objective for selling Via in three-unit packages rather than single-unit packages was most likely

• A) to encourage the consumer to try the product several times.
• B) to encourage a higher consumption of all Starbucks products.
• C) to sell more because of infrequent coffee purchases.
• D) to reduce costs in the distribution and handling of the Via products.
• E) to engage in environmentally responsible behavior.

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