The FCB grid is based on which two concepts?
A) Consumer involvement and their salient knowledge, meanings and beliefs about the product
B) Consumers level of agreement with the brand and their emotional experiences with the brand
C) Consumers liking of the brand and their expertise in product category
D) Popularity of brand and consumers' brand involvement

Question

Quizplus · Accepted Answer

The FCB (Foote, Cone & Belding) grid is based on the concepts of consumer involvement and their salient knowledge, meanings, and beliefs about the product. This model categorizes products based on the degree of thinking and feeling involved in the consumer's purchasing process.

The FCB Grid Is Based on Which Two Concepts