1. Do you believe brand personality plays a major part in decision making? Explain.
2. After evaluating Table A, which alcohol brand will Greg be most likely to purchase?
3. Using Table B and taking Angelina’s shopping habits into consideration, which brand of alcohol will she buy?
4. Looking at Table C and considering what you know about Bella’s decision-making style, which brand is she likely to purchase?
5. How might the decision-making processes for each consumer change if shopping for the product at a warehouse store like Costco as opposed to an upscale wine shop in Florida?