Starbucks Case Study Of Moonstruck's

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Question 3 (d) Levitt (1980) explains that products are mostly always tangible and intangible, both characteristics help consumers figure out exactly what a product is and what the business is exactly selling. The offering can be described from the consumer’s point of view easily through the following levels suggested by Levitt (1980), beginning at the generic product and ending with the potential product: The generic product Levitt (1980) highlights that the generic product is the ‘normal’ day-to-day product in a specific market, such as “for a realtor, it’s for-sale properties” (Levitt, 1980 : 85). This being said it can be linked to Moonstruck in terms of chocolate, as this is their stripped back, normal and generic raw product offering to consumers. The expected product …show more content…

Therefore, in terms of Moonstruck’s offering the expected product is a chocolate bar, the packaging, product information (including nutrient information). Expectations which could also be relevant for Moonstruck’s product offering is the taste of the chocolate or pleasure from it, Small et al (2001) found that eating chocolate gives people pleasure, which could suggest consumers expect pleasure as part of the expected product. Price, quality and quantity can also be expected, with consumers paying a certain price they expect a certain size and quality of

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