What is the Disjunctive Model?

It is a model used in the study of consumer decision-making processes to assess products of different brands. This model asserts that consumers expect a minimum level of satisfaction on certain attributes of a product. Generally, these are the attributes and features which are most important to them. While making a purchase they may rule out all other non-important features of the product and focus on the main attributes. A high degree of satisfaction in those secondary, less-important features does not compensate for a lower satisfaction level on the important features. While manufacturing a product, the producers need to make sure not to compromise with those main features. Although, those features may vary from one customer to another. For example, a car buyer may think the mileage and the price is most important for him while buying a car. He may then rule out all the cars which do not meet the criteria set by him for these two features even when the cars offer other better features. It is an important model for formulating marketing strategies by assessing the customer expectations.

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