Kool-Aid drink mixes face an interesting dilemma. A study of consumers' pantries in households with young children indicated that Moms have multiple packages of the product in the home. Until she makes up a pitcher or two of the drink, however, no further purchases will occur. Kool-Aid needs to initiate a program to encourage:
A) repeat consumption
B) repeat purchase
C) brand trial
D) purchase frequency

Question

Quizplus · Accepted Answer

Kool-Aid needs to encourage repeat consumption because the issue is that consumers have multiple packages but are not using them quickly enough to necessitate further purchases. By encouraging consumption, they can increase the rate at which the product is used, leading to more frequent purchases.

Kool-Aid Drink Mixes Face an Interesting Dilemma