As inflation drives shoppers toward store-brand essentials, big names like Kraft and Clorox take notice

The makers of brand-name products such as Tide detergent and Kraft Macaroni & Cheese are bolstering their defenses against store-brand rivals like Walmart’s Great Value products as shoppers’ budgets start to show signs of strain due to persistent inflation.

Click here to read the story at nbcnews.com.

Discussion Questions:

1. What is consumer behavior?
2. Why is it important for company’s to understand consumer behavior?
3. What does this news story tell us about consumer behavior as it relates to purchase decisions in the current economic climate?
4. What is pricing?
5. Why is pricing an important component of the marketing mix?
6. What is positioning?
7. How might pricing represent a positioning strategy?
8. What is a brand?
9. What is a store-brand?
10. Why are the sales of store-brands so strong right now?
11. How are other brands like Kraft and Clorox responding?