Final answer:
A consumer may be influenced by information about competitor brands, advertising, the availability of various alternatives, and social attitudes, despite a tendency to favor a specific brand. Intangible aspects and advertising are significant in shaping consumer preferences and aiding in product differentiation.
Step-by-step explanation:
A consumer is likely to purchase a favorite brand. However, the consumer may be influenced by a variety of factors such as information about rival brands retained during the information search process, advertising from competing brands, the availability of a multitude of alternatives, and the attitudes of others. Every purchase a consumer makes is based on their belief about the satisfaction that the product or service will provide. This belief is shaped by the information available to the buyer, which is often imperfect or unclear, making product differentiation a challenge for marketers.
Factors such as guarantees of satisfaction, reputation for high quality, and other intangible aspects can significantly influence consumer preferences. For example, despite not being able to taste the difference in blind tests, consumers may have a strong preference for certain brands due to advertising and past habits, which contribute to brand differentiation in the minds of buyers.