This PPT slide, part of the 654-slide Business Unit Strategy Training Program PowerPoint presentation, presents an analysis of buyer behavior regarding the likelihood of switching from dairy products to a new soft drink. It highlights key buyer characteristics that influence this decision, specifically focusing on access to financing, risk profile, and behavior.

The first characteristic, access to financing, suggests that buyers who lack financial resources may face barriers to switching. If significant up-front investments are necessary to try the new product, those without adequate financing options are likely to remain with their current choices. The analysis indicates that for buyers with competitive pricing, the likelihood of switching is low to moderate.

Next, the risk profile of buyers plays a crucial role. The slide notes that risk-averse buyers tend to avoid switching due to perceived uncertainties associated with new products. Conversely, buyers who are more open to experimentation may be more inclined to try the new soft drink, which could increase the likelihood of switching.

Behavior is another critical factor. The slide implies that some consumers are more willing to change their purchasing habits, while others are more resistant, particularly those who have never switched before. The analysis suggests that persuading consumers to try a new product can be challenging, as established habits are hard to break.

Overall, the content emphasizes the complexity of buyer decision-making in the context of product substitution. Understanding these dynamics is essential for any company considering entering a new market, as it informs strategies for product introduction and marketing efforts.

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