Products contain bundles of benefits (both tangible and image) that are promised to the user. The product fulfillment study determines if the expectations created for the product by advertising, packaging and the produce appearance are fulfilled when the product is used.

General Measures that are part of a Product Fulfillment Analysis
Product Use Scenario to Understand Fulfillment
Use Scenario Descriptors (where and how is the product used?)
Frequency of product use
Primary use location (home, work, etc.)
Primary precipitating events or situations for product use or need
Usage rate trend (more, same, less than a month ago )

Product Familiarity
Degree of actual product use familiarity
Knowledge (read product information, read product label, etc.)
Knowledge base of product – Are they “hard core” consumers, a “Maven,” the super love group.
Company Contact: Have they called the 800 number , etc.
Awareness of other brands
Reasons for original product purchase (selection of reasons)
Primary benefits sought from the product

Product Evaluation
Attribute evaluation matrix question (quality, price, trust, importance, performance, value)
Perceived benefit associations matrix
Importance, performance
Identification of primary benefits sought
Comparison to other brands (better, worse)
What is the best thing about the brand, what could be done better

Advertising and Packaging Evaluation
Packaging size, design
Advertising Promise, message fulfillment evaluation

Value Analysis
Expectation of price
Expectation of relative price (full price, on sale)
Current price paid

Satisfaction Measurement
Overall Satisfaction