A Strategic Tool for Low Involvement Products: Leverage Analysis

Examines the generally acknowledged field of considerable importance to marketers, e.g. problems of analysing brand image data and the best areas for development of product benefits. Stresses that consumers find difficulty in finding large differences between competing products and brands. Questions what should be emphasized in order to improve attitudes towards the objectives herein. Investigates the research background which concerned tea's declining share of the non‐alcoholic beverage market and its replacement, primarily by coffee. Devises an appropriate strategy aimed at halting and/or reversing this decline in tea consumption. Concludes that the methods used (including the use of well‐organised tables) within this research has particular relevance to consumer choice behaviour and the basis of this argument rests with the adopted methods.