Which of the following is NOT a characteristic of destination role categories?

The correct choice indicates that high brand loyalty is not a characteristic typically associated with destination role categories. Destination role categories generally refer to product categories that consumers seek out specifically because of their unique attributes or because they fulfill a particular need or desire.

While these categories can indeed demonstrate high volume due to a consistent demand, they often come with lower profit margins as the competitive nature of these segments may drive prices down. Additionally, destination categories can be responsive to promotional activities, where strategic marketing can significantly influence consumer behavior and drive sales.

High brand loyalty, however, may not apply as universally in destination role categories. Customers may be drawn to such categories for specific experiences or features rather than long-term loyalty to a brand. For instance, when purchasing a unique or specialized product, a consumer might prioritize a specific attribute—such as quality or price—over the brand itself, making loyalty to a particular brand less prominent in these cases.