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 display while waiting in line and purchases it despite it not being on her list and having already bought ice cream. This setup is characteristic of an impulse purchase, which is a low-preconsideration, spur-of-the-moment item bought because it appeals to the consumer at the moment of decision.

Option 1: emergency product. Emergency products are items sought out in urgent situations (e.g., a flashlight during a power outage). The frozen yogurt here is not being bought to address an urgent need, so this label does not fit.

Option 2: staple. Staples are goods that are regularly consumed or used and typically purchased routinely, such as bread or milk. The frozen yogurt in this scenario is not a routinely purchased everyday item and was not part of a planned, recurring need.

Option 3: impulse product. This is the best-fitting choice: an impulse product is purchased spontaneously due to momentary appeal, often at the checkout area, and not part of a preexisting shopping list. The timing and lack of prior planning align with impulse buying.

Option 4: unsought product. Unsought products are items that consumers do not actively seek out, either because they are unaware of them or because they do not recognize an immediate need for them. The yogurt here is actively noticed and purchased on impulse, so it isn’t unsought.

Option 5: attribute-based convenience good. This term is not a standard classification in consumer behavior; it seems to blend ideas about convenience with attribute-based evaluation, but it does not describe the impulse-buying context evident in the vignette.

MKTG1199 Module 7: Wrap-Up

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