Comparing Consumer Behavior & Product Marketing Strategy: Case Study


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Making a coffee purchase most likely falls where in the consumer buying behaviors scale?

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1. Starbucks appeals to a consumer's psychological buying preferences in all of the following ways EXCEPT:

2. Dunkin' Donuts positions itself through all of these concepts EXCEPT:

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About This Quiz & Worksheet

You can use this quiz and worksheet as an evaluation of your understanding of how consumer behavior and product marketing strategy impact a company's image with their consumers. You'll review the case studies of Starbucks and Dunkin' Donuts, as well.

Quiz & Worksheet Goals

This quiz and worksheet is designed to check what you know about:

  • Where making a coffee purchase falls on the consumer buying behaviors scale
  • How Starbucks appeals to a consumer's psychological buying preferences
  • Concepts Dunkin' Donuts positions itself around
  • Where you would find an 'impulse' consumer buying behavior

Skills Practiced

  • Information recall - see if you remember where you might find an 'impulse' consumer buying behavior
  • Knowledge application - use your knowledge of how Starbucks appeals to consumers' psychological buying preferences to answer a question about it
  • Distinguishing differences - compare and contrast the focuses of marketing between Starbucks and Dunkin' Donuts

Additional Learning

There is an extensive explanation of this topic in this lesson, Comparing Consumer Behavior & Product Marketing Strategy: Case Study. This lesson provides a closer look at:

  • How two companies who seem to sell the same thing take different approaches
  • The positioning of Dunkin' Donuts and Starbucks in the coffee market
  • Dunkin' Donuts's new platform
  • Strategies that have helped Dunkin' Donuts
  • The factors that affect consumer buying behaviors
  • The classification of consumer buying behaviors