Question

Identify and list five products for which surrogate indicators may be used as evaluative criteria in a brand choice decision. Why are the indicators used, and how might a firm enhance their use (i.e., strengthen their importance)

Answer 1

Food, Athletic shoes, higher prices, using quality standards emblem, influence of celebrities.

Explanation:

Customers follow their intuitions and their own way of decision-making rules to buy or purchase a product of a particular brand.

customers choose specific products based on their attributes. There are cases where customers would consider the performance of certain attributes as a benchmark for judging other attributes and make a choice.

Let us consider five products that use surrogate indicators as evaluation criteria for purchase and also why they are used by the marketers.

• Food: In a restaurant or cafe the marketers use the smell of the food as a surrogate indicator as customers would be tempted with the smell of the food and place order to taste it. the customers would judge the taste of food which is an actual evaluation criterion on the basis of smell is a surrogate indicator.
• Athletic shoes: The marketers claim or use lightweight characteristic as a surrogate indicator stating that this lightweight of the shoes allow the person to run faster. Although shoes tear off due to less durability business happens there.
• Higher prices: There would be a misconception that the product quality would be good if the prices are higher. The marketer showcases the products at higher prices to enhance the business by using higher prices as a surrogate indicator.
• Influence of celebrities: Customers tend to imitate the products and lifestyle of their favorite celebrities or inspiration. The promoters use celebrities to promote their brand products here celebrities are used as surrogate indicators.