You are the brand manager for Dryer's Ice cream.  A new product, called Halo Top Ice Cream has just taken over the #1 spot in your category, the first year!   Halo Top is a healthy alternative to regular ice cream, as they use a natural sugar alternative, Stevia.  In addition, they have a unique protein and whipping process which reduces fat, calories, and sugar and increases protein.   Here is how they stack up with you: Both you and Halo Top are priced around $3.50 per pint. Your assignment is in two parts: Describe thoroughly how you think Halo Top ice cream is being perceived by consumers. What senses does Halo Top appeal to?  As consumers organize this in their mind, do you think they categorize it as assimilation, accommodation, or contrast?

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Purchase Process

Purchasing refers to the act of procurement of products or services from a market of resources. The procedures used to accomplish the acquisition of the requisite resources are referred to as the purchasing process. Consumer behavior, customer strategy, product pricing, consumer necessity, and other variables are various parts of the process.