When Starbucks introduced their instant coffee brand, Via, the company only sold it in packages of three single-cup units. Starbucks' primary objective for selling Via in three-unit packages rather than single-unit packages was most likely
A) to encourage the consumer to try the product several times.
B) to encourage a higher consumption of all Starbucks products.
C) to sell more because of infrequent coffee purchases.
D) to reduce costs in the distribution and handling of the Via products.
E) to engage in environmentally responsible behavior.

Question

Quizplus · Accepted Answer

The strategy of selling Via in three-unit packages was likely aimed at encouraging consumers to try the product multiple times, allowing them to form an opinion and potentially develop a habit or preference for it. This approach can help in building consumer loyalty and increasing the chances of repeat purchases.

When Starbucks Introduced Their Instant Coffee Brand, Via, the Company