Kelly usually pays $6.75 for a particular brand of cat litter that has an additive deodorizer, but if a competitive brand that uses a baking soda additive to reduce odor goes on sale, she will buy the brand that costs less. In which distinct consumer segment based on price perceptions does Kelly belong in this instance?

Question

Quizplus · Accepted Answer

Kelly's behavior of choosing a product based on its sale price, rather than brand loyalty or other factors, aligns with the characteristics of a "deal shopper." Deal shoppers are consumers who seek out and purchase items that are on sale or less expensive, indicating their primary motivation is to save money on purchases.

Kelly Usually Pays $6