2. Firms generally faces problems in converting the
marketing results into action. These results are
obtained from attribute research.
Primarily there are two factors which attribute to
such failure:
1. No practical significance of findings expressed in
coefficient of determination and levels of stress.
2. Only one side of consumer acceptance must
have been examined i.e. either attribute
importance or attribute performance.
3. Another
method emphirical research
demonstrated that consumer satisfaction
comprise of :
• Importance Attributes
• Performance Attributes
In view of the above importance- performance
analysis has been found to be a useful technique
for evaluating the elements of marketing
programme.
4.
5.
6. Determining what attributes to measure
Separating the importance measures and the
performance measures
Positioning the vertical and horizontal axes on
the grid
Analyzing the importance-performance grid
Differences between loyal and disloyal
customer ratings
