The purchase of bottled sparkling water is a low-involvement purchase. How can a market leader such as Perrier keep people buying its brand instead of one of the numerous other brands displayed on retailers' shelves?
A) Avoid Perrier brand stockouts on retailers' shelves.
B) Make the purchase decision a high-involvement one.
C) Offer coupons for Perrier bottled water.
D) Convince retailers to offer only Perrier water.
E) Denigrate its competition.

Question

Quizplus · Accepted Answer

Perrier is a low-involvement purchase, so making the purchase decision a high-involvement one (B) or denigrating its competition (E) would not be effective. Offering coupons (C) might help in the short term, but it is not a sustainable strategy. Convincing retailers to offer only Perrier water (D) is not feasible. Avoiding stockouts (A) is a key factor in maintaining market share for a low-involvement product.

The Purchase of Bottled Sparkling Water Is a Low-Involvement Purchase