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

Response hierarchy models, These models are examined giving attention to th...

These models are examined giving attention to their origin and implications and include: The Action desire interest attention (AIDA) Model The Hierarchy-of-Effects Model -

Experimental error, An experiment aims at measuring the impact of one or mo...

An experiment aims at measuring the impact of one or more independent variables on a dependent variable. For example take the case of the impact of training on the performance of s

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

Write a short note about comparative scaling techniques As name suggests comparative scaling includes direct comparison of stimulus objects with one another. For instance, manage

Product design environment, Product development is an interdisciplinary act...

Product development is an interdisciplinary activity requiring contributions from almost every part of a company. Three areas that are always involved are: Design Manufact

Brand Promotion, Ask qrand promotion technique can benefit an organization ...

Ask qrand promotion technique can benefit an organization by increasing its sales or hitting competitive brands may leave a negative impression on the customers? Justify your answe

Generalisation inaccurate, 1. What issues would need to be considered in ch...

1. What issues would need to be considered in choosing a sample to investigate each of the following claims? Give an example of a way a sample might be chosen which would be likely

Steps in the marketing process, Q. Steps in the marketing process? Ther...

Q. Steps in the marketing process? There are a range of alternative models however that of AIUAPR which most directly links to the steps in the marketing/promotional process is

Documentary requirements for customs clearance , Documentary Requirements ...

Documentary Requirements For movement of goods by air or by sea, the customs permission for shipment is given on a prescribed document, known as Shipping Bill. In other cases (

Explain concept of personality and self concept, Q. Explain concept of pers...

Q. Explain concept of personality and self concept? Personalit y can be explained as the psychological characteristics that both determine and reflect how a person responds to

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