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
Types of cognitive involvement Cognitive involvement - where a person is enthused to learn all s/he can about the product. Product involvement > the consumer's stage

RatLand is a large family theme park located in central Texas.  Over the years a visit to Ratland has been institutionalized as a prime "have to" experience for children growing up

list out the secondary source of informatieon while pursing the market research ?

just give an example of firm write about socially responsible indicating brief desciption?

Explain Lifestyle and Psychographic Segmentation and benefit segmentation in regard to consumer behaviour. Ans: For several years demographics have governed how communication t

Explain about the data editing Usual first step in data preparation is to edit raw data collected through questionnaire. Editing detects errors and omissions, corrects them wh

This is caused when the information gathered is different from the information sought. For example respondents are asked to indicate whether they own a color television set,. Some

Construction Works Policy : Construction works policy has been designed to Indian Contractor who executes a civil construction job abroad. This policy protects the contractor from