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