According to Stephan and Tannenholz,what are the six categories of consumers based on user status? Briefly describe them.
A. A different advertising message could help, but these people rarely offer much potential. Trial/rejectors responded to Brand A's IMC messages but did not like the product. More promoting will not help; only a reformulation of Brand A will bring them back. Repertoire users perceive two or more brands to have superior attributes and will buy at full price. They are the primary brand switchers and respond to persuasive information based on their fluctuating wants and desires.
B. They do not buy Brand A at full price but will consider buying it at a discount. Aware nontriers use competitive products in the category but have not taken a liking to Brand

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The Answer of According to Stephan and Tannenholz,what are the six categories of consumers based on user status? Briefly describe them.
A. A different advertising message could help, but these people rarely offer much potential. Trial/rejectors responded to Brand A's IMC messages but did not like the product. More promoting will not help; only a reformulation of Brand A will bring them back. Repertoire users perceive two or more brands to have superior attributes and will buy at full price. They are the primary brand switchers and respond to persuasive information based on their fluctuating wants and desires.
B. They do not buy Brand A at full price but will consider buying it at a discount. Aware nontriers use competitive products in the category but have not taken a liking to Brand

According to Stephan and Tannenholz,what Are the Six Categories of Consumers