Marketing research firm and consumer attributes , Marketing Research

Imagine that you have been hired by a well-known marketing research firm. Your supervisor has asked you to use the expectancy disconfirmation model (for review refer to page 318 and the instructor notes of Module 8 in the syllabus) to evaluate a consumer's post-hoc satisfaction level for a recent purchase of running shoes. For the practice purpose of this assignment, you can ask a consumer who is your friend, your colleague or a member of your family.

  1. Identify three determinant attributes for this consumer (e.g. Comfort, style, durability).
  2. Determine the consumer's importance weights for each attribute, such that they total 100 percent. For example comfort=30%, style =10% and durability 16%.
  3. On a 1 to 7 scale, ask the consumer to rate how s/he expected the brand to perform on each of these attributes, prior to purchase (for example, comfort=6, style = 4 and durability=6).
  4. Also on a 1 to 7 scale, ask the consumer to rate his/her actual perceptions of how the shoe has performed on each of these attributes.
  5. Plug the weights (w), expectations (e) and perceptions (p) into formula: S = ∑w (p-e), where S is satisfaction level.

Does the outcome of the function suggest that this consumer is satisfied, delight or dissatisfied? Ask the consumer if s/he is satisfied to see if the model is consistent with consumer's response.

 

 

 

Posted Date: 2/16/2013 1:25:43 AM | Location : United States







Related Discussions:- Marketing research firm and consumer attributes , Assignment Help, Ask Question on Marketing research firm and consumer attributes , Get Answer, Expert's Help, Marketing research firm and consumer attributes Discussions

Write discussion on Marketing research firm and consumer attributes
Your posts are moderated
Related Questions
Question 1: (a) Define the term "Marketing Research". (b) Marketing Research is classified under Problem identification research and Problem-solving research. Differentiat

Q. Prepare a Note for information of the Board of Directors on the reasons for declining sales of your Company's products for the quarter ending March 31, 2003? Ans. A p

Q. Nature of personality that influence consumer behaviour? The study of personality discloses three distinct aspects: Personality reproduce individual differences Pe

Q. Factors that influence the effectiveness of operant learning ? Numerous factors influence the effectiveness of operant learning. Generally the closer in time the consequen

OBJECTIVES OF EXCHANGE CONTROL : Most of the developing countries including India, found it necessary to continue exchange control introduced during the Second World War on a syst

Legal Perspective : Besides commercial necessity, documents for exports have a legal perspective. All over the world, laws regulating export-import trade as we11 as movement of fo


Describe the Meaning of Research Research in common man's language refers to "search for knowledge". Research is basically the process of finding solution to a problem after

Q. Internal and External influences? Internal influences Consumer behaviour is influenced by- personality, psychographics (lifestyle), demographics, motivation, knowledge,

Q. Explain Search stage in organisational buying? Search stage: This stage comprises information search regarding vendors their credibility their compatibility with the requi