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Exercise
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Reference no. 9-596-044
Subject category: Marketing
Published by: Harvard Business Publishing
Originally published in: 1995
Version: 29 January 1997
Length: 2 pages
Data source: Published sources

Abstract

Students are instructed to interview a recent purchaser of a high- involvement/ego-expressive 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

Students are instructed to interview a recent purchaser of a high- involvement/ego-expressive 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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