3.Before beginning an in-home-use test of Odor-Eater socks, each consumer partici-
pant selected the Odor-Eaters sock style he or she preferred. At the end of the test,
the participants summarized how likely they would be to purchase Odor-Eaters in
the future. These data are reported in Table 2.4. What conclusions can you draw
from these data? What type of sock is most popular with consumers? Assuming
that the consumer testers are representative of the market, how price sensitive is
this market? Should the company package Odor-Eaters one to the box (columns 6
and 7), or would multiple packs (columns 8 and 9) be preferable?
chapter 11
Developing
New Market
Offerings^359Likelihood of Purchasing
Odor-EatersTABLE 2.4(1) (2) (3) (4) (5) (6) (7) (8) (9)
Type of Sock Package Size and Price
1 pair 1 pair 3 pairs 3 pairs
Total 24-inch 18-inch at at at at
Respon- Tube Tube Athletic Crew $1.79– $1.99– $4.99– $5.49–
dents Sock Sock Sock Sock $1.99 $2.4 9 $5.99 $6.49