Integrated Advertising, Promotion and Marketing Communications 5th Edition by Kenneth Clow,Donald Baack

Exercise 25

Consumers can be divided into four broad categories in terms of how they respond to consumer promotions: (1) promotion prone, (2) brand loyal, (3) price sensitive, and (4) brand preference. Identify two services or goods that would fit into each category for you personally. For example, you may be promotion prone when you buy soft drinks (your favorite brand is "What's on Sale"), but be very brand loyal when you buy shoes (Nike, Reebok). What determines which type of category you fit into for the various products you discussed