Scenario 11-1
In 2006, Coca-Cola North American debuted Gold Peak iced tea. According to Ray Crockett, spokesperson for Coke, "In looking at the ready-to-drink tea market, we found that the one place that nobody seemed to be playing was in the category of classic iced teas like mother used to make. Gold Peak is a quality product that brings back that classic taste."
-Refer to the scenario. Ray Crockett, spokesperson for Coke, said, "We're going to do a lot of sampling with this product because we believe that if people try it, they're going to love it and stick with it." In other words, what will its adoption rate rely on?

Question

Quizplus · Accepted Answer

The adoption rate of Gold Peak iced tea will rely on trialability, as stated by Ray Crockett who emphasized the importance of sampling the product to attract and retain customers.

Scenario 11-1 In 2006, Coca-Cola North American Debuted Gold Peak Iced Tea