Subject category:
Marketing
Published by:
Harvard Business Publishing
Version: 29 January 1997
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https://casecent.re/p/102031
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Abstract
This is a Spanish version. Students are instructed to interview a recent purchaser of a high- involvement product or service in depth about his/her ownership and usage experiences. The exercise provides students with first-hand understanding of important concepts in consumption domain (eg, customer satisfaction, product meaning, brand loyalty).
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Abstract
This is a Spanish version. Students are instructed to interview a recent purchaser of a high- involvement product or service in depth about his/her ownership and usage experiences. The exercise provides students with first-hand understanding of important concepts in consumption domain (eg, customer satisfaction, product meaning, brand loyalty).