Sam is deciding whether to purchase brand-name running shorts or a less expensive store brand. He has purchased other shorts with the same brand name in the past but was only marginally satisfied-despite the cost. In this situation, Sam is likely to purchase the store-brand running shorts because at less the cost, they offer
A)better brand recognition.
B)higher brand loyalty.
C)greater perceived value.
D)a better brand image.
E)more product line depth.

Question

Quizplus · Accepted Answer

The less expensive store brand offers greater perceived value, as it is lower in cost but still meets Sam's needs for running shorts. He has had only marginal satisfaction with the higher cost brand name shorts in the past, so brand recognition, loyalty, image, and product line depth are not primary factors in his decision-making process.

Sam Is Deciding Whether to Purchase Brand-Name Running Shorts or a Less