Marketing Strategy

Please read the discussion question and the response to it and answer the following :

Is there a difference by product category and why? Does it depend on ingestion or is it something else? Perceived risk maybe?  Support your answer with 2 marketing scholars.

Discussion Question

Jane decided to pay more money and buy a brand-name medicine rather than generic one.

If Jane was a medical professional that she wouldn’t still make the same choice?

Response to discussion question:

Buying habits can’t for certain be determined by a single brand purchase. I would think that the more significant the purchase, the higher degree of risk for her. Clothing for example has a higher price tag for designer name rather than store brand. The quality for the most part is also much better with designer. Since she is not ingesting the clothing, this may be a choice she is willing to gamble on.