Camille was standing in the checkout line at her neighbourhood grocery last night when she saw a display of a new frozen yogurt. Even though it was not on her shopping list and she had already purchased ice cream, she decided she just had to have the new frozen yogurt. For Camille, the frozen yogurt was an example of a/n ________.

Question

BlackTom AI · Accepted Answer

In this scenario, Camille encounters a new frozen yogurt while in a checkout line and feels a sudden urge to have it, despite it not being on her list. This setup triggers a shopping behavior often described as spontaneous or impulsive purchase.
Option 1: impulse product. This matches the situation where a consumer experiences a sudden urge to buy a product that is not planned, typically at the point of purchase, such as seeing an appealing item near the register. The behavior is driven by immediate desire rather than a premeditated need.
Option 2: attribute-based convenience good. These are everyday items chosen because of specific attributes that provide convenience (e.g., ease of use, time-saving features). The scenario emphasizes spontaneity rather than a deliberate assessment of attributes for convenience, so this is not the best fit.
Option 3: unsought product. Unsought products are items that consumers do not actively seek out and may not even know they want until prompted by marketing or necessity (e.g., life insurance, burial services). The frozen yogurt here is not something Camille did not know she wanted; she experiences an immediate craving while shopping.
Option 4: staple. Staples are basic, routinely purchased items that are regularly consumed or used (e.g., milk, bread). A frozen yogurt, especially a new flavor, does not fit the definition of a staple.
Option 5: emergency product. Emergency products are purchased in response to an urgent or unforeseen need (e.g., medicine during a sudden illness, a flashlight during a blackout). The scenario does not present an urgent need driving the purchase; it’s driven by impulse.
Overall, the behavior described aligns with an impulse purchase occurring at the point of sale, rather than the other categories which involve planning, routine consumption, or urgent necessity.

MKTG1199 Module 6: Wrap-Up

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