SCENARIOS
Alberto Culver Company
The Alberto Culver Company manufactures a wide variety of products from hairspray to seasonings.A large number of these products are intended for personal use.The company is divided into three key divisions: toiletries,household,and professional.The toiletries division sells hair care brands such as Alberto VO5,Alberto,and Bold Hold.Additionally,this division handles the FDS line of feminine deodorant products.The household division sells brands such as Mrs.Dash seasonings,Papa Dash salt substitute,Baker's Joy,Sugar Twin,and Static Guard.The professional division sells brands such as Tresemme,TCB,and Indola.Each of the brands listed above contains many individual products with varying formulations,such as the Alberto styling products which include mousse,gel,spritz,spray-in conditioner,and hairspray.
-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 a:

Question

Quizplus · Accepted Answer

Kurt McKinney's desire for a specific Reflections home design, which he considers his "dream" home, indicates that he is looking for a specialty product. Specialty products are those that consumers perceive as unique and worth making a special effort to obtain. They are usually associated with high levels of brand loyalty and are often expensive. In this case, Kurt has a strong preference for a particular architectural design and is willing to pay a premium to have it built.

SCENARIOS Alberto Culver Company