Rediscovering performance‐importance analysis of products

Charles R. Duke (Associate Professor, Department of Marketing, Clemson University, SC, USA.)
Andrew S. Mount (President, Biotechtronix Inc., Pendleton, SC, USA)

Journal of Product & Brand Management

ISSN: 1061-0421

Publication date: 1 April 1996


Claims that, as an addition to the product manager’s set of tools, performance‐importance analysis can provide insight into customer perceptions. Managers can use a combination of performance perceptions along with importance ratings to understand the relative success of product features. Plots importances for product features of an analytical instrument against the product’s pre‐introduction expectations and post‐product‐test satisfactions. Considers product design issues as well as positioning strategy. Changes in evaluations (“expectations” to “satisfactions”) as well as competitive positioning demonstrated the flexibility of the method.



Duke, C. and Mount, A. (1996), "Rediscovering performance‐importance analysis of products", Journal of Product & Brand Management, Vol. 5 No. 2, pp. 43-54.

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Copyright © 1996, MCB UP Limited

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