Rediscovering performance‐importance analysis of products
Abstract
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.
Keywords
Citation
Duke, C.R. and Mount, A.S. (1996), "Rediscovering performance‐importance analysis of products", Journal of Product & Brand Management, Vol. 5 No. 2, pp. 43-54. https://doi.org/10.1108/10610429610119441
Publisher
:MCB UP Ltd
Copyright © 1996, MCB UP Limited