Consumer Behavior: Building Marketing Strategy 13th Edition by Delbert Hawkins, David Mothersbaugh

Exercise 33

Develop a questionnaire designed to measure consumer satisfaction of a clothing purchase of $100 or more. Include in your questionnaire items that measure the product's instrumental, symbolic, and affective dimensions of performance, as well as what the consumer wanted on these dimensions. Then interview several consumers to obtain information on actual performance, expected performance, and satisfaction. Using this information, determine if consumers received what they expected (i.e., evaluation of performance) and relate any difference to consumer expressions of satisfaction. What are the marketing implications of your results