As described in the chapter's opening vignette, what did research uncover about perception of New Holland?
A) New Holland was not reliable.
B) John Deere was superior to New Holland.
C) Consumers perceived John Deere to be reliable.
D) Consumers who favored New Holland felt choosing a nontraditional brand was empowering.
E) When farmers were asked to name a tractor, farmers were likely to answer John Deere or Kubota.

Question

Quizplus · Accepted Answer

Research found that consumers who favored New Holland felt that choosing a nontraditional brand was empowering, highlighting a perception of independence and differentiation from mainstream choices.

As Described in the Chapter's Opening Vignette, What Did Research