Marketing research firm and consumer attributes , Marketing Research

Assignment Help:

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.

 

 

 


Related Discussions:- Marketing research firm and consumer attributes

Marketing.., How is Markov process applied in brand switching

How is Markov process applied in brand switching

Write a short note about non comparative scaling techniques, Write a short ...

Write a short note about non comparative scaling techniques Non-comparative scaling involves every stimulus object being scaled independently of other objects in the stimulus s

Foreign exchange transactions, Foreign Exchange Transactions : A foreign e...

Foreign Exchange Transactions : A foreign exchange transaction is ultimately the purchase or sale of one national currency against another arising out of import or export of goods

Give a overview of organizational buying behavior, Q: Give a descriptive ov...

Q: Give a descriptive overview of organizational buying behavior? Ans: Selling strategies that objective the organisational customer and use the concept of the buying centre bu

Customs clearance stages, Customs Clearance Stages: There are four stage...

Customs Clearance Stages: There are four stages of customs involvement. These are: 1) Processing of documents at the Customs House i.e. the main office. This stage involves:

Sources of information- exports, SOURCES OF INFORMATION : An exporter woul...

SOURCES OF INFORMATION : An exporter would like to know about the market conditions and business practices in foreign countries. Let us study some major sources of information whi

Chocolate consumers feeling guilty for the wrong reasons, This brief case s...

This brief case study highlights the risks a company might face if it makes the wrong call in relation to its ethical marketing policies. The case study discusses the case of Cadbu

Define the classical conditioning, Q. Define the Classical conditioning? ...

Q. Define the Classical conditioning? Pavlov's near the beginning work on dogs was known as classical conditioning . Pavlov exposed that when dogs were fed meat powder they sa

Examples of measurable standards, Porter -O Grady (2001,p.9) makes the stat...

Porter -O Grady (2001,p.9) makes the statement that "too many health professionals have an irrational conviction that there is something so mystical about health care that it defie

Write Your Message!

Captcha
Free Assignment Quote

Assured A++ Grade

Get guaranteed satisfaction & time on delivery in every assignment order you paid with us! We ensure premium quality solution document along with free turntin report!

All rights reserved! Copyrights ©2019-2020 ExpertsMind IT Educational Pvt Ltd