Consumer Behavior Exercise (D)

The students are asked to interview a recent purchaser of a low-involvement product or service in depth about his / her property and use rights experience. The exercise provides students with first-hand understanding of the key concepts in the consumption domain (eg, customer satisfaction, product meaning, brand loyalty).

The students are asked to interview a recent purchaser of a low-involvement product or service in depth about his / her property and use rights experience. The exercise provides students with first-hand understanding of the key concepts in the consumption domain (eg, customer satisfaction, product meaning, brand loyalty).
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from
John Deighton,
Susan Fournier
Source: exercises
2 pages.
Publication Date: Aug 25, 1995. Prod #: 596042-PDF-ENG
Consumer Behavior Exercise (D) HBR case solution