Phases
Perceptions of value change with customer experience / familiarity with a product. This is particularly the case in timeshare. For example, potential timeshare consumers may not fully appreciate the value in this type of product before being exposed to industry marketing practices - whereas existing owners may perceive considerable value in the product.
From this viewpoint, the research will investigate customer value perceptions across three points in time:
- Pre-purchase
- Point of sale
- Ownership
Group interviews and individual telephone interviews for study one commenced in February 2007. On completion of the interviews, results will be transcribed and analysed and a report submitted around end of April 2007. The first wave of data collection for study three will take place in April 2007 with results available in July 2007.
The figure below presents an example of a model that may be tested as part of this project.
