eting organizations. Consumer satisfaction, however, is both difficult to define and even more difficult to measure. Consumer satisfaction is, in many ways, a personal concept, which is based on personal perceptions. Certainly, the company's marketing research has found this concept of consumer satisfaction to be applicable to iced tea beverages.
Consumer satisfaction is, to a significant extent, related to one's post purchase feelings about that which was bought. In this context, consumer satisfaction is considered to be a function of (1) the purchaser's expectations concerning the product, and (2) the product's perceived performance. Consumers form expectations on the basis of messages and claims made about the product. The level of consumer dissatisfaction, thus, is the product of the difference between expectations and performance.
One option open to the Pepsi Cola Company with respect to the marketing of the Tea Breeze product is to modify its distribution channel. S
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