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The FCB Matrix organizes products by ________ and ________.
A) business sales; consumer sales
B) brand alternatives; customer values
C) involvement level; purchase motivation
D) relative performance; post-purchase attitude
FCB Matrix
A strategic model designed to guide businesses in their advertising efforts, categorizing products based on levels of involvement and thinking/feeling dimensions.
Involvement Level
The degree of interest and concern a consumer shows towards a product or service when they are making a purchasing decision.
Purchase Motivation
The underlying reasons or driving forces behind consumers' decisions to buy products or services.
- Elucidate the notions of attitudes, perceptions, and heuristics within the context of consumer behavior.
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Learning Objectives
- Elucidate the notions of attitudes, perceptions, and heuristics within the context of consumer behavior.
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