Answered: Goal: Consider the concepts of brand…

Principles Of Marketing

17th Edition

ISBN:9780134492513

Author:Kotler, Philip, Armstrong, Gary (gary M.)

Publisher:Kotler, Philip, Armstrong, Gary (gary M.)

Chapter1: Marketing: Creating Customer Value And Engagement

Section: Chapter Questions

Problem 1.1DQ

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Transcribed Image Text:Goal: Consider the concepts of brand loyalty and brand familiarity. 1) List one branded product to which you are loyal. It can be a brand that you really care about or just one that you buy routinely. In 1-2 sentences. 2) Do you consider this to be a convenience product, shopping product, or specialty product. (See Chapter 8) Explain. 3) Is your level of brand familiarity brand preference or brand insistence? Explain.

Expert Solution

Step 1

1. Brand loyalty is an Image perception whereas customer loyalty is money based, for me the brand which I like to buy and use it every time when I get a chance is Nike shoes.

I choose this product because it is very perfect to me, the quality which Nike provides is best and can be used for a long time.

If I get a chance to buy shoes, I always choose Nike shoes.

2. It is a shopping product, I Buy it occasionally

I make purchases less frequently must also make careful plans, comparisons, and choices before making a final decision.
The cost of a shopping item is more than that of a convenience item.
Unlike convenience items, which may be found at practically every outlet, these shopping items are only offered at a few.