Choice Homes,Inc.built its reputation by building high-quality new homes,often at prices less than older ones.Choice Homes used mass purchasing power,innovative high-tech communications among employees to coordinate the building process,and other entrepreneurial strategies to hold costs down.Its homes are primarily targeted at first-time homeowners in an effort to get people out of apartments so they can experience the joy of home ownership for the same price as rent.Choice Homes later developed the "Choice Classic" brand name for higher-end homes targeted at wealthier dual-earner couples.The Choice Classic name was designed to capitalize on the reputation of Choice Homes,especially for current Choice home owners who are ready to "move up" to a larger home.Recently,Choice Homes started a third line of homes called "Reflections," which are expensive,custom-designed homes located in exclusive,prestigious neighbourhoods.
-Refer to Choice Homes,Inc.Kurt McKinney has just received a large inheritance and wants to have his dream home built.He knows exactly the architectural design he wants.He wants a particular Reflections home.The type of consumer product he wishes to buy is best classified as which of the following?
A) a nondurable good
B) a specialty product
C) an unsought product
D) a shopping product

Question

Quizplus · Accepted Answer

Kurt McKinney's desired Reflections home is a high-priced, custom-designed home located in an exclusive, prestigious neighborhood. This type of consumer product is best classified as a specialty product as it has unique characteristics that appeal to a specific target market and requires a significant purchase effort.