Customer Perception of Product Attributes in the Airline Industry

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Abstract
Alert marketers should be sensitive to the benefits of product perception from the point of view of customers and potential customers. Yet little actual structuring of product features fully accounts for this important aspect. In this article, the airline industry is used to illustrate the description of a useful approach to measuring product perception. The results are presented to illustrate the use of the technique and are not applicable in today's marketplace. The data were gathered from thefall of 1973 to thefall of 1974 and random sampling was not employed.

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