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Objectives
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This project provides the opportunity to understand specific behaviors that consumers engage in when
moving through the acquisition and consumption processes for a specific product, service, or retailer.
Through the group project, students will have the opportunity to apply course concepts to their selected
retail product, offering, or service (e.g., apparel, home goods, detergent, snack food, movie theater,
health services, automobile, etc).
Question attached
Brand name : Rent The Runway
1)When it comes to this product category, might the consumer suffer from overchoice?
(Yes, there are lots of options on website with affordable websites) explain.
2)For the product/service, identify three features and one benefit of each feature.
3)For the product/service, what criteria would be considered when evaluation is attribute-based? When affect based?
(Attribute based- ease of returns, speed of service, options, sizing, dress code sort, live chat, reviews Affect-based- luxury of goods, styles)
4)Categorized the product/service into both a superordinate group and subordinate group.
(Superordinate- clothing
Subordinate- online rentals)
