a/ Respectful
stewards: People who highly concerned about environment. They will pay more for
eco-friendly products. This group is most likely to buy Tide Pods even at a
high price.

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b/ Eco-chick: people who environmentally concerned but don’t
seek for eco-friendly products. They may try but tend to the non-green brands.
This is not a group for Tide Pods to count on for long term growth.

c/ Green Naives: people who not interested in environmental
issues. They would not buy Tide Pods because of its environmental impact but
maybe interested in other aspects.

d/ Eco-villians: people who are not environmentally friendly,
they don’t use eco-friendly products. They would buy Tide Pods because of its
convenience or other aspects.



The apprehensive attitude toward Tide Pods shows how
consumers take their parents as role models and learn consumer behavior from
them. Sometimes parents teach their children how to consume products or perhaps
which detergents are more preferable and sometimes children just learn through
observing. A major part of American has grown up seeing their parents using
liquid or powder detergent, not premeasured pods.


Since I was little, my parents usually bought Pringles and
Cocacola for me and told me they tasted good so from that day on, although
there are many kinds of chips and soft drinks, I still buy Pringles and
cocacola for snack because their taste is familiar to me.


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