Abstract:
Fragmentation of consumer markets is a generally accepted phenomenon. Market segmentation models based on demographic features or lifestyle have become so complex that their value in the strategic decision making process of larger companies has become questionable. Most companies explain consumer satisfaction by means of a product-focussed approach. 2way research developed the concept of 'Product Relevance' in order to steer away from the increasing complexity of lifestyle models and to make satisfaction and loyalty research less dependent on product features. 'Product Relevance' is based on the idea that satisfaction is partly determined by how relevant a product is in the consumer's life. The more relevant the product, the more satisfied the consumer. MSN in the Netherlands used Product Relevance to understand what is behind the satisfaction and loyalty of its Portal users.
This could also be of interest:
Research Papers
Marketing model for decision making in strategic planning
Catalogue: ESOMAR Congress 1977: Research For Decision Making
Author: Gábor Hoványi
 
August 28, 1977
Research Papers
The analytic hierarchy process as a decision support system for strategic marketing planning
Catalogue: Seminar 1990: How To Cope With Data Overload
Authors: Frank Gussek, Barnim G. Jeschke
 
June 15, 1990
Research Papers
Does market research really contribute to decision making?
Catalogue: ESOMAR Congress 1995: Making The Decision
Author: Rama Bijapurkar
 
September 1, 1995
