Inderscience Publishers

The incentive behind the adaptation process of high-technology product: an empirical research

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This study investigates consumer's perception of high-technology and the drivers involved in the adaptation process. The underlying research analysed and evaluated people's buying behaviour regarding high-technology, through the literature and primary research in order to identify consumer's perception and attitudes towards high-technology products. The main areas of influence 'Price', 'Usage', 'Quality' and 'Culture' were identified and used as measurements for the primary research. Findings showed a significant impact of the reason for 'using' high-technology as well as the 'cultural' aspect on its adaptation process. The assumption of 'Price' or 'Usage' having a direct impact was found not to be valid.

Keywords: high tech products, decision making, high technology adaptation, consumer perception, unique selling point, high technology usage, high technology quality, high technology pricing, buying behaviour, USP, culture

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