$1.$ Identify three determinant attributes for this consumer $($e$.$g$.$ Comfort, style,

durability$).$

$2.$ Determine the consumer$$s importance weights for each attribute, such that they

total $100$ percent. For example comfort$=30\%,$ style $=10\%$ and durability $60\%.$

$3.$ On a $1$ to $7$ scale, ask the consumer to rate how s$/$he expected the brand to

perform on each of these attributes, prior to purchase $($for example, comfort$=6,$

style $=4$ and durability$=6).$

$4.$ Also on a $1$ to $7$ scale, ask the consumer to rate his$/$her actual perceptions of how

the shoe has performed on each of these attributes.

$5.$ Plug the weights $($w$),$ expectations $($e$)$ and perceptions $($p$)$ into formula: S $=$w $($p$-$

e$),$ where S is satisfaction level.

Does the outcome of the function suggest that this consumer is satisfied, delight or

dissatisfied? Ask the consumer if s$/$he is satisfied to see if the model is consistent

with consumer$$s response.