The purchase of bottled water is a low-involvement purchase.How can a market leader like Perrier keep people buying its brand instead of one of the numerous other brands displayed on retailers' shelves?
A)avoid Perrier brand stockouts on retailers' shelves
B)make the purchase decision a high-involvement one
C)offer coupons for Perrier bottled water
D)convince retailers to offer only Perrier water
E)denigrate its competition

Question

Quizplus · Accepted Answer

Since the purchase of bottled water is a low-involvement purchase, consumers often choose whichever brand is readily available at the time of purchase. Therefore, the availability of the Perrier brand should be ensured, and stockouts should be avoided to keep people buying its brand. This will help Perrier retain its loyal customers and attract new ones. Offering coupons or denigrating the competition may work temporarily, but it is not a sustainable strategy. Convincing retailers to offer only Perrier water may also backfire as it limits consumer choice, which is not desirable. Therefore, ensuring availability is the best option for Perrier.

The Purchase of Bottled Water Is a Low-Involvement Purchase