BASIC MARKETING 18th Edition by Jerome McCarthy William Perreault, Joseph Cannon

Exercise 8

Identify the determining dimension or dimensions that explain why you bought the specific brand you did in your most recent purchase of a ( a ) soft drink, ( b ) shampoo, ( c ) shirt or blouse, and ( d ) larger, more expensive item, such as a bicycle, camera, or boat. Try to express the determining dimension( s ) in terms of your own personal characteristics rather than the product's characteristics. Estimate what share of the market would probably be motivated by the same determining dimension( s ).