Which of the following is a strategy for a market leader (rather than a market challenger)when marketing a low-involvement product?
A)use sales promotion such as free samples,coupons,and rebates to encourage trial of their brand
B)link their brand attributes with high-involvement issues
C)use Internet search engines such as Google to assist buyers
D)use advertising messages that focus on getting the brand into a consumer's consideration set
E)use repetitive advertising messages that reinforce a consumer's knowledge or assure buyers they made the right choice

Question

Quizplus · Accepted Answer

A market leader for a low-involvement product should use repetitive advertising messages that reinforce a consumer's knowledge or assure buyers they made the right choice. This is because for low-involvement products, consumers do not want to spend much time evaluating alternatives and are more likely to make decisions based on habits, convenience, and price. Therefore, the market leader should focus on maintaining brand loyalty and ensuring consumers continue to choose their brand without much consideration.

Which of the Following Is a Strategy for a Market