Latent Growth Curve Analysis and Growth Mixture Models Applied to Automobile Consumers’ Satisfaction

Companies are very interested in obtaining reliable indicators about Consumer Satisfaction once a product has been purchased and used. This study analyzes consumer satisfaction with 130 models of cars (individuals) observed across three consecutive periods of time and established as a global evaluation made after consumption experience with a product. The aim of this study is to observe the cumulative satisfaction trend over time by employing two different but related methodologies: Latent Growth Curve Analysis and Growth Mixture Models. These methodologies allow for different classes of cars that vary according to the growth means in a different way. The identification of these trends and classes might allow companies enhance product’s attributes and develop new marketing strategies.