Marketing Consumer Behavior

This article discusses the determinant attributes of running shoes, consumer's expected brand performance, actual perception of running shoes performance, and expectancy disconfirmation model.

MARKETING CONSUMER BEHAVIOR

MARKETING CONSUMER BEHAVIOR
CONSUMER’S DETERMINANT ATTRIBUTES
The consumer listed three key attributes that they felt were major determinants of the
running shoes they purchase. These attributes were: Weight, Design and Breathability. In terms
of weight, the consumer explained the importance of running shoes having the right weight to
avoid drag when they are running. The consumer equated design to style and explained the need
for the design of the running shoes meeting their taste. With respect to breathability, the
consumer expressed the importance of the mesh on top of the shoes being sufficient enough to
allow their feet to breath.
CONSUMER’S IMPORTANCE WEIGHTS FOR EACH ATTRIBUTE
Based on the consumer preferences and emphasis, the following weights can be allocated
to the determinant attributes: 50% for the weight, 20% for the design and 30% for the
breathability.
EXPECTED BRAND PERFORMANCE
Considering a 1 to 7 scale with 1 being the least rank and 7 being the highest rank, the
chart in Table 1: Consumer's Expected Brand Performance Chart below represents the
consumer’s expected performance of the running shoe brand on their three determinant attributes
prior to making the purchase of the shoes.
Table 1: Consumer's Expected Brand Performance Chart
1 2 3 4 5 6 7
Weight √
Design √
Breathabilit
y
√
ACTUAL PERCEPTION OF RUNNING SHOES PERFORMANCE
Also considering a 1 to 7 scale with 1 being the least rank and 7 being the highest rank,
the chart in Table 2: Consumer's Actual Perception of Performance Chart below represents the
consumer’s actual perception of the performance of the running shoes on their three determinant
attributes once they made the purchase of the shoes.
Table 2: Consumer's Actual Perception of Performance Chart
1 2 3 4 5 6 7
Weight √
Design √
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MARKETING CONSUMER BEHAVIOR
Breathabilit
y
√
EXPECTANCY DISCONFIRMATION MODEL
The expectancy disconfirmation model is a model that is applied in determining the
satisfaction of a consumer for purchased products (Fornell, Rust, & Dekimpe, 2010). The
equation for the model is as given by the formula below where S is the satisfaction, i is the
attribute in question, wi is the weight, pi is the perception rank (score) and ei is the expectation
rank (score) (Pokryshevskaya & Antipov, 2017):
S=∑ wi ( pi −ei)
The table below, Table 3: Expectancy Disconfirmation Model Calculations, gives the
computation for the expectancy disconfirmation model:
Table 3: Expectancy Disconfirmation Model Calculations
Attribute (i) Weight (wi) Expectation (ei) Perception (pi) pi –ei wi (pi-ei)
Weight 50% 6 6 0 0
Design 20% 4 7 3 0.6
Breathabilit
y
30% 5 4 -1 -0.3
Satisfaction (S) = 0.3
DISCUSSION
The outcome of the expectancy disconfirmation model for the case of the consumer of the
running shoes indicates that the Satisfaction (S) = 0.3. This value is greater than 0, hence we the
expectancy disconfirmation model suggests that the consumer of the running shoes is delighted
with the product.
The consumer remarked that although the breathability of the running shoes was below
expectations, they were impressed with the weight and the design and thus satisfied with the
product. Hence the expectancy disconfirmation model was consistent with the consumer’s
remarks.
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MARKETING CONSUMER BEHAVIOR
REFERENCES
Fornell, C., Rust, R. T., & Dekimpe, M. G. (2010). The Effect of Consumer Satisfaction on
Consumer Spending Growth. Journal of Marketing Research , 47(1), 28-35.
Pokryshevskaya, E. B., & Antipov, E. A. (2017). Profiling Satisfied and Dissatisfied hotel
visitors using publicly available data from a booking platform. International Journal of
Hospitability Management, 67(1), 1-10.
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MARKETING CONSUMER BEHAVIOR
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