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Answer :
Answer:
Preference; Recognition.
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Final answer:
Morgan exhibits brand loyalty for Ragu and brand acceptance for Prego, illustrating her preference for Ragu but willingness to purchase Prego when Ragu is unavailable. This scenario highlights the difference between brand loyalty and brand acceptance in consumer behavior.
Explanation:
Morgan needs some spaghetti sauce and always buys Ragu. However, her local supermarket is out of Ragu and since Morgan wants to get home to cook dinner she settles for Prego. Morgan has brand loyalty for Ragu and brand acceptance for Prego. In this context, brand loyalty refers to Morgan's preference and consistent purchase of Ragu whenever she needs spaghetti sauce. This indicates a deeper trust and connection with the Ragu brand, likely due to positive past experiences or a belief in the product's superiority. On the other hand, Morgan exhibits brand acceptance for Prego, which indicates that while Prego is not her first choice, she is still willing to purchase it when her preferred brand is unavailable. This could be seen as a fallback option rather than a preference. The distinction between brand loyalty and brand acceptance is crucial in understanding consumer behavior and marketing strategies. Companies strive to achieve brand loyalty with their customers because loyal customers are less likely to switch to competitors, even if they encounter minor issues or inconveniences like stockouts.
