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Exercise
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Reference no. 9-596-042
Subject category: Marketing
Authors: John Deighton (Harvard Business School); Susan Fournier (Harvard Business School)
Published by: Harvard Business Publishing
Originally published in: 1995
Version: 29 January 1997
Length: 2 pages
Data source: Published sources
Topics: Market research; Consumer behavior
Share a link: https://casecent.re/p/45193
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Abstract

Students are instructed to interview a recent purchaser of a low- 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).
Teaching note
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Reference no. 5-597-041
Subject category: Marketing
Authors: Susan Fournier (Harvard Business School); John Deighton (Harvard Business School)
Published by: Harvard Business Publishing
Published in: 1997
Length: 14 pages
View full details
Exercise
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Reference no. 9-503-S22
Spanish language
Subject category: Marketing
Authors: John Deighton (Harvard Business School); Susan Fournier (Harvard Business School)
Published by: Harvard Business Publishing
Originally published in: 2003
Version: 29 January 1997
Length: 2 pages
Data source: Published sources
Topics: Market research; Consumer behavior
View full details
Exercise
-
Reference no. 9-596-039
Subject category: Marketing
Authors: John Deighton (Harvard Business School); Susan Fournier (Harvard Business School)
Published by: Harvard Business Publishing
Originally published in: 1995
Version: 29 January 1997
Length: 2 pages
Data source: Published sources
Topics: Market research; Consumer behavior
View full details
Exercise
-
Reference no. 9-596-040
Subject category: Marketing
Authors: John Deighton (Harvard Business School); Susan Fournier (Harvard Business School)
Published by: Harvard Business Publishing
Originally published in: 1995
Version: 29 January 1997
Length: 2 pages
Data source: Published sources
Topics: Market research; Consumer behavior
View full details
Exercise
-
Reference no. 9-596-041
Subject category: Marketing
Authors: John Deighton (Harvard Business School); Susan Fournier (Harvard Business School)
Published by: Harvard Business Publishing
Originally published in: 1995
Version: 29 January 1997
Length: 2 pages
Data source: Published sources
Topics: Market research; Consumer behavior
View full details
Exercise
-
Reference no. 9-596-043
Subject category: Marketing
Authors: John Deighton (Harvard Business School); Susan Fournier (Harvard Business School)
Published by: Harvard Business Publishing
Originally published in: 1995
Version: 29 January 1997
Length: 2 pages
Data source: Published sources
Topics: Consumer behavior
View full details
Exercise
-
Reference no. 9-596-044
Subject category: Marketing
Authors: John Deighton (Harvard Business School); Susan Fournier (Harvard Business School)
Published by: Harvard Business Publishing
Originally published in: 1995
Version: 29 January 1997
Length: 2 pages
Data source: Published sources
Topics: Consumer behavior
View full details

About

Abstract

Students are instructed to interview a recent purchaser of a low- 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).

Related

Teaching note
-
Reference no. 5-597-041
Subject category: Marketing
Authors: Susan Fournier (Harvard Business School); John Deighton (Harvard Business School)
Published by: Harvard Business Publishing
Published in: 1997
Length: 14 pages
View full details
Exercise
-
Reference no. 9-503-S22
Spanish language
Subject category: Marketing
Authors: John Deighton (Harvard Business School); Susan Fournier (Harvard Business School)
Published by: Harvard Business Publishing
Originally published in: 2003
Version: 29 January 1997
Length: 2 pages
Data source: Published sources
Topics: Market research; Consumer behavior
View full details
Exercise
-
Reference no. 9-596-039
Subject category: Marketing
Authors: John Deighton (Harvard Business School); Susan Fournier (Harvard Business School)
Published by: Harvard Business Publishing
Originally published in: 1995
Version: 29 January 1997
Length: 2 pages
Data source: Published sources
Topics: Market research; Consumer behavior
View full details
Exercise
-
Reference no. 9-596-040
Subject category: Marketing
Authors: John Deighton (Harvard Business School); Susan Fournier (Harvard Business School)
Published by: Harvard Business Publishing
Originally published in: 1995
Version: 29 January 1997
Length: 2 pages
Data source: Published sources
Topics: Market research; Consumer behavior
View full details
Exercise
-
Reference no. 9-596-041
Subject category: Marketing
Authors: John Deighton (Harvard Business School); Susan Fournier (Harvard Business School)
Published by: Harvard Business Publishing
Originally published in: 1995
Version: 29 January 1997
Length: 2 pages
Data source: Published sources
Topics: Market research; Consumer behavior
View full details
Exercise
-
Reference no. 9-596-043
Subject category: Marketing
Authors: John Deighton (Harvard Business School); Susan Fournier (Harvard Business School)
Published by: Harvard Business Publishing
Originally published in: 1995
Version: 29 January 1997
Length: 2 pages
Data source: Published sources
Topics: Consumer behavior
View full details
Exercise
-
Reference no. 9-596-044
Subject category: Marketing
Authors: John Deighton (Harvard Business School); Susan Fournier (Harvard Business School)
Published by: Harvard Business Publishing
Originally published in: 1995
Version: 29 January 1997
Length: 2 pages
Data source: Published sources
Topics: Consumer behavior
View full details