It is almost 35 degrees outside,and Ed is on his way to the supermarket to buy groceries.His air conditioner is broken,so he is hot and thirsty.Ed notices a billboard featuring an ice-cold Coca-Cola.Ed remembers that he is out of Coke.Once in the store,Ed heads straight for the soft-drink aisle and picks up a six-pack of Coke.
-Refer to Coca-Cola.Ed's Coke purchase best represents which type of consumer buying decision?
A) situation convenience
B) routine response behaviour
C) motivational response
D) extensive decision making

Question

Quizplus · Accepted Answer

Ed's purchase of Coke is a routine response behaviour as he already had a preference for the brand and bought it without much prior thought or evaluation. The hot weather and the billboard may have served as a reminder or trigger for him to make the purchase, but it was not an extensive decision-making process or a response to a motivational factor.

It Is Almost 35 Degrees Outside,and Ed Is on His