ideal point model

Dictionary of Marketing Terms for: ideal point model
ideal point model

model of consumer attitude formation asserting that the consumer rates a product according to the degree to which it resembles several ideal product characteristics defined by the consumer. In contrast to other models, it is not enough to merely satisfy an expectation. The product must be rated close to the ideal point. For example, two brands of facial tissue might have a satisfactory price, fragrance, and texture, but the brand selected may have a fragrance similar to the buyer’s favorite perfume.

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