Using the knowledge of Consumer Behavior in Marketing to answers the questions for this scenario. Thank you!!

Hello Analyst,

Welcome to our company, BearClaw. Let me introduce our company first!

BearClaw is a camping equipment manufacturer. We claim that we sell the highest quality equipment directly targeting professional hikers and climbers. From this perspective, we know that purchasing BearClaw products is a little bit of luxury for amateurs. To be honest, many amateurs purchase our products only to show off their purchasing power and feel good about themselves. Moreover, many amateurs purchase our products purely for their sleek design.

Recently, we had a dilemma that we are still struggling to resolve. It is that our pricing strategy seems to be not effective. For example, the price of our last product, a 4-persons waterproof tent, seems to be not reflecting our positioning. The industry average for similar products is 300 CAD. Based on our long expertise in the field, we know that the minimum ratio/constant necessary to make those products' pricing noticeable is 0,05.

Our market research showed that our customers particularly love our brand name. However, there is now a newly emerging company in the marketplace called; TigerClaw. Does this name ring a bell? After all those years of struggle and the effort we invested in building the strongest and the most successful brand identity in the field, a new company is using such a name!

One of our senior marketers recently proposed to start a new subordinate initiative called BearClaw Cubs to directly and only target amateur customers with products that do not require professional knowledge. She argued that if we are originally "professionals'" choice, this action is necessary.

Finally, please read the following comment from one of the most famous professional mountaineers on our Instagram account:

"As a professional mountaineer, I HAVE TO go with the highest quality equipment since mountaineering is no joke. I NEED to find what I am looking for accurately. I cannot fall for design appeals. I need the functionality, and I should be able to reach it without having to go through millions of useless options for my mountaineering style. That is why I choose BearClaw all the time. It pinpoints what I need quickly.

The company is frequently introducing new products. However, somehow I can only notice BearClaw ads between January and April when, like every other professional mountaineer, I am training for my next eight thousand. Is not it strange? I know that company is advertising all around the year."

Questions

Please analyze amateur customers motivation of buying our products (Just give the name and explain why) (10 pts.). Based on your answer, please discuss whether the assortment size of the products displayed in BearClaw Cubs website should be small or large (Explain why) (5 pts.). If you had to choose between serving to amateur customers on your website with AI-based automated agents or in-stores with real human employees, which option do you think would be more appropriate? (Discuss why). (5 pts.). (For each question 2 sentences are enough)

Please set a price for our 4-persons waterproof tent so that its pricing can be noticeable among other options in the market. (Be careful, you have to follow your positioning in your pricing.) (20 pts.)

What is TigerClaw trying to do? (1 sentence is enough) (10 pts.) What is their purpose for doing it? (1 sentence is enough) (10 pts.)

Why does the famous mountaineer notice BearClaw ads only between January and April (10 pts.)? (Use "the self", and "involvement" arguments in your discussion)

Suppose BearClaw is planning to introduce a highly sophisticated and complex new product for professionals to use. What is the most appropriate period of the year to release ads about this product? (10 pts.)

Considering that we have two main customer segments, "amateurs" and "professionals," please compare those segments' need for uniqueness. Discuss deeply using clues from the scenario (20 pts.)