The product category is wireless headphones and use Airpods and other brands as an example. And answer questions:
Examine the different brands and the environment and consider questions such as: a. How easy is this product category to find in this setting? (In Best Buy and other large electronics stores, it is often difficult to find specific items because a given product category could be grouped with several different other product categories. For example, are camera memory cards located next to USB flash drives or in the camera section? If in the camera section, where, specifically?
b. To what extent are consumers likely to believe that, in this product category, there are significant differences between the different brands in terms of quality and/or other relevant characteristics?
c. How significant is a buying decision in this category? What are the stakes in making a less than optimal choice? For example, the consequences of choosing a cell phone case that offers poor protection against drops could be rather serious, but the prospect of buying a less effective toilet cleaning liquid is unlikely to cause much worry. What are the implications of this for how much effort the consumer will put into making this decision?
d. To what extent is this a frequently purchased vs. infrequently purchased product, and what are the implications of this? For example, bicycle helmets are bought infrequently and, with new and potentially significant choices coming on the market as advances are made in materials science, much more effort may have to be put in each time, every few years, a new one is bought.
e. Do any brands/models -stand out" from the others? If so, do the differences in appearance (in the actual product and/or packaging as appropriate) suggest anything in terms of factors such as: i. The quality of the product? ii. Special characteristics or attributes of the brand? For example, the rich green color of Irish Spring bar soap might suggest a powerful scent. iii. The target market it might be suitable for? (E.g., junior high schoolers vs. professional women ages 25-40.) iv. The "personality" of the brand? (E.g., -cool," "edgy," "rugged," or -sophisticated.-)
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