Question

Tide Pods was developed to revolutionize the detergent industry and spark new interest in Tide laundry detergent. The pods launched with much fanfare. Customers like the pods because they are less messy and more concentrated than liquid detergent. Originally, the pods were placed in a clear packaging. Other competitors have also released detergent pods due to their popularity. However, since its release there have thousands of incidents with children ingesting the pods and mistaking them as candy. Because of their higher concentration, ingesting the pods can do severe damage and has even led to deaths. Procter & Gamble responded by changing the packaging so that it is no longer transparent. It also made the packages harder to open.

Refer to Scenario 11.3. Melinda hates using liquid laundry detergent. She heard about Tide Pods from a friend and did some research. She likes what she learns, but she is concerned about all the incidents where children have accidentally swallowed the pods. She has two young children herself. Melinda begins weighing the pros and cons of Tide Pods versus the liquid laundry detergent. Melinda is in what stage of the product adoption process?

Answer 1

Melinda is in the evaluation stage of the product adoption process, where she assesses the benefits and risks of Tide Pods, considering the safety of her children and the environmental impact of detergents.

Step-by-step explanation:

Melinda is concerned about the safety implications of using Tide Pods due to incidents of children ingesting them, despite her dislike for liquid laundry detergent. This shows she is in the evaluation stage of the product adoption process. At this stage, consumers assess the benefits and risks associated with the product to decide whether it meets their needs and is worth the potential dangers, especially when considering the well-being of their family.

Despite the convenience Tide Pods may offer with their pre-measured doses and ease of use, the hazards they pose, which can be significantly more dangerous due to their higher concentration, are a legitimate concern for parents. Procter & Gamble's response to these issues includes making the packaging less transparent and more difficult to open, aiming to reduce the risk of children mistaking the detergent for candy.

Melinda's decision-making process is influenced by her responsibilities as a parent as well as the advantages that the Tide Pods offer. The environmental impact of laundry detergents, which have moved towards being phosphate-free to minimize the effects of eutrophication, can also play a role in her evaluation.