expectations
Definition:
Benefits or satisfactions which the consumer hopes to receive through consumption of particular goods or services. Failure of a product to live up to the consumer's expectations will invariably lead to its commercial failure.
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© Westburn Publishers Ltd 2002, The Westburn Dictionary of Marketing edited by Michael J Baker, ISBN 978-0-946433-01-8. www.themarketingdictionary.com. Entry: [Michael J. Baker], [1998].