CONSUMER SATISFACTION

AND BRAND LOYALTY

Marx Jae Aquino
Virgilio Basijan
 THE CONSUMPTION
EXPERIENCE
• A consumption experience was defined
for subjects as any activity they do while
using a product. Several examples
of consumption experiences were
provided (e.g., eating, driving a car,
wearing clothes, playing volleyball, and
listening to music).
 THE DEVELOPMENT OF BRAND
LOYALTY
• Most studies of brand loyalty have involved the
measurement and description of loyalties to
existing brands of merchandise. From these
studies it can be safely concluded that there are
rather wide variations in loyalty among individuals
and that brand loyalty is at least in part of a
function of the frequency and regularity with
which a brand has been selected in the past and
in part a function of the type of product involved.
 IDENTIFYING BRAND-LOYAL
CUSTOMERS
• Brand loyalty is defined as positive feelings towards a
brand and dedication to purchase the same product or
service repeatedly now and in the future from the same
brand, regardless of a competitor's actions or changes in
the environment.

• Customer Loyalty is the result of consistently positive

emotional experience, physical attribute-based
satisfaction and perceived value of an experience, which
includes the product or services.
 BRAND LOYALTY AND CUSTOMER LOYALTY
DIFFERENCES

• The main difference between brand loyalty and customer

loyalty is that customer loyalty mainly relates to the
overall spending power of consumers. It’s about what you
can offer them in terms of regular prices and money-
saving offers. Brand loyalty on the other hand, has very
little to do with prices or money. Brand loyalty has
everything to do with how consumers perceive your
brand.  This may be through promotional activities,
reputation or previous experiences with your company.
 PRODUCT STRATEGY
• A product strategy is the foundation for the entire
product lifecycle. As product leaders develop and
adjust their product strategy, they zero in on
target audiences and define the key product and
customer attributes necessary to achieve success.
• Strategy is comprised of three parts: vision, goals,
and initiatives.
 VISION
• Your vision includes details on the market
opportunity, target customers, positioning, a
competitive analysis, and the Go-to-Market
plan. It describes who the customers are,
what they need, and how you plan to deliver
a unique offering.
 GOALS
• Goals are measurable, time-bound
objectives
. 
that have clearly defined
success metrics associated with them.
They help you set what you want to
achieve in the next quarter, year, or 18
months. 
 INITIATIVES
• Initiatives are the high-level efforts or
big themes that need to be
implemented to achieve your goals. 
 THE CHARACTERISTICS OF
CONSUMERS

• Behavioral characteristics of consumer mark
ets include product usage rates, brand
loyalty, user status or how long they have
been a customer, and even benefits
that consumers seek. Companies like to
know how often their consumers visit their
restaurants, stores or use their products
 CHARACTERISTICS OF A
PRODUCT
• Functionality - Whatever else a product does, it must fulfill its purpose in
a larger context - it must function. 
• Durability - Durability is the capacity of a product
to maintain performance of the function(s) for which it was engineered
over its lifetime.
• Quality - Quality is the ability of a product to conform to its requirements
• Affordability - Cost and quality are often seen as the dominant drivers in
product development, but acting in opposition to one another. In a very
general way, the higher the quality of a product, the higher its cost.
Finding an appropriate balance of quality and cost is a key task of any
designer.
• Fabricability - By fabricability, we mean the combination
of manufacturability (the creation of actual parts) and assemblability (the
putting together of those parts into whole products or assemblies
thereof).
• Instability - Many engineers forget that between the end of fabrication
and the beginning of a product's useful life, the product has to be
installed. Missing this can lead to serious problems for the customer.
Installability includes distribution from the fabrication facility to the
operating location.
• Usability - Usability contributes to quality: a usable product will be
perceived as being of higher quality. Usability is, however, primarily a
matter of design, whereas quality is a matter of both design and
manufacturing.
• Maintainability – the ability of a product or component to be
kept in a state in which it can perform its required function
when maintained.
• Safety - One of the most important considerations, especially
these days when products tend to be so complex, is the
safety of the product. 
• Marketability - For how long is the product marketable? Is it
likely to remain in production for 20 years, or for 6 months?
This impacts the design approach and market interaction with
competitors, tooling policy, manufacturing facilities, etc.