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Effects of product's warranty on customers' preferences : empirical findings on reverse logistics models

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Warianty tytułu
PL
Wpływ istnienia gwarancji na zachowanie się konsumentów : analiza odwróconych modeli logistycznych
Języki publikacji
EN
Abstrakty
EN
Background: IT products are now becoming the part of every one's life. Since Pakistan didn't manufacture IT products, so the customers had to purchase the products that are available in the markets. During such purchase, customers not only gave preference to brand or price or both but they also consider its warranty so that they are secured with the post purchase risks. Methods: This study was aimed to identify the impact of the warranty on customers' preferences towards brand and price. A conceptual framework was made on the basis of available literature and then data was collected. It was collected from 298 respondents through survey questionnaire and after applying Factor Analysis, One Way MANOVA was applied on the factors. Results and conclusions: The study found that the product's warranty has a significant impact on preferences towards brand, concern for price and price intentions whereas the impact on willingness to pay was found insignificant. The results conclude that Pakistani customers need a branded IT product on competitive prices, which give more in less along with the warranty so that they can enjoy the same quality of the product for a period of time whereas, they are not willing to pay any additional amount for the product just because of Warranty.
PL
Wstęp: Wyroby IT stały się nierozwiązalną częścią naszego życia. W Pakistanie nie ma produkcji tych wyrobów, w związku, z czym, klienta są zmuszeni do zakupu produktów pochodzących z innych rynków. W trakcie zakupu klienci zwracają uwagę nie tylko na markę wyrobu i jego cenę, ale także na oferowaną gwarancję, która daje bezpieczeństwo w użytkowaniu produktu po zakupie. Metody: Celem pracy było ocenienia wpływu istnienia gwarancji na preferencje zakupowe klientów w stosunku do marki i ceny produktów. Stworzono koncepcję badania na podstawie przeglądu literaturowego i następnie zebrano odpowiednie dane. Zostały one uzyskane od 298 respondentów w formie ankiety. Dane następnie poddano analizie statystycznej przy zastosowaniu Factor Analysis i One Way MANOVA. Wyniki i wioski: Stwierdzono, że istnienie gwarancji na istotny wpływ na preferencje zakupowe na wybór marki, choć stwierdzono istotnej zależności między istnieniem gwarancji a gotowością zapłacenia za produkt wyższej ceny. Na podstawie uzyskanych wyników stwierdzono, że pakistańscy klienci oczekują branżowych wyrobów IT w konkurencyjnych cenach, posiadające gwarancję jednak z drugiej strony nie są chętni do ponoszenia dodatkowych kosztów istnienia tej gwarancji.
Czasopismo
Rocznik
Strony
305--317
Opis fizyczny
Bibliogr. 26 poz., rys., tab.
Twórcy
autor
  • Iqra University, Karachi, Pakistan
autor
  • Iqra University, Karachi, Pakistan
autor
  • Iqra University, Karachi, Pakistan
autor
  • Department of Business Administration, Iqra University, Karachi, Pakistan
Bibliografia
  • Ambad P.M., Kulkarni M.S., 2013. A methodology for design for warranty with focus on reliability and warranty policies. Journal of Advances in Management Research,10 (1), 139-155.
  • Bhat D.A., 2013. Quantitative Techniques - An Applied Perspective. International Monthly Refereed Journal of Research in Management & Technology, II, 35-44.
  • Chernev A., 2007. Jack of All Trades or Master of One? Product Differentiation and Compensatory Reasoning in Consumer Choice. Journal of Consumer Research, Inc., 33 (4), 430-444.
  • Chu J., Chintagunta P.K., 2011. An Empirical Test of Warranty Theories in the U.S. Computer Server and Automobile Markets. Journal of Marketing, 75, 75-92.
  • Gajghate A.R., Khorgade S.N., 2013. A study of Student's Buying Behaviour on Laptop Purchase with reference to "Nagpur" City. DMIETR International Journal on Marketing Management, 2, 55-61.
  • Hossain M.S., Al Mahmud M.A., 2012. Customers' Attitude towards Product Brand and Warranty/Guarantee option: An empirical study on Electronic Products user in Dhaka City in Bangladesh. Global Advanced Research Journal of Management and Business Studies, 1 (5), 158-162.
  • Huysentruyt M., Read D., 2012. How do people value Extended Warranties? : Evidence from Two Field Surveys. Durham Research Online.
  • Jain A., Hundal B.S., 2007. Factors Influencing Mobile Services Adoption in Rural India. Asia-Pacific Journal of Rural Development, 17 (1), 17-28.
  • Karjaluoto H., Karvonen J., Kesti M., Koivumäki T., Manninen M., Pakola J., et al. (2005). Factors Affecting Consumer Choice of Mobile Phones: Two Studies from Finland. Journal of Euromarketing,14 (3), 59-82.
  • Kilic S., Kendirli H.C., 2011. Consumers' "Brand Personality" Perception of Global Brands in Informational Technology: An empirical research on Hitit University Students. International Journal of Business and Social Science, 2 (22), 201-212.
  • Lin C.Y., Kuo T.H., Huang Y.C., Lin C., Ho L.A., 2007. The warranty policy under fuzzy environment. International Journal of Quality & Reliability Management, 24 (2), 191-202.
  • Mendez J.L., Oubina J., Rubio N., 2011. The relative importance of brand-packaging, price and taste in affecting brand preferences. British Food Journal, 113 (10), 1229-1251.
  • Miremadi A., Faghani E., 2012. An Empirical Study of Consumer Buying Behavior and Its Influence on Consumer Preference in Iranian FMCG Market: A Case Study. International Business and Management, 5 (1), 146-152.
  • Mokhlis S., 2012. An Empirical Analysis of Consumer Product Evaluation from an Ethnic Subcultural Perspective. Asian Culture and History, 4 (2), 69-76.
  • Mokhlis S., Yaakop A.Y., 2012. Consumer Choice Criteria in Mobile Phone Selection: An Investigation of Malaysian University Students. International Review of Social Sciences and Humanities, 2 (2), 203-212.
  • Oumlil A.B., 2013. Warranty implementation and evaluation: A global firm's case. Journal of Product & Brand Management, 22 (2), 161-171.
  • Oumlil A.B., 2008. Warranty planning and development framework: a case study of a high-tech multinational firm. Journal of Business & Industrial Marketing, 23 (7), 507-517.
  • Pankhania T.B., Modi V.K., 2011. Factors Influencing Target Market Criteria: A Survey Conducted in Industries at Vitthal Udyognagar in Anand District of Gujarat State, India. International Journal of Industrial Engineering & Production Research, 22 (3), 213-220.
  • Perez M.E., Padgett D., Burgers W., 2011. Intergenerational influence on brand preferences. Journal of Product & Brand Management , 20 (1), 5-13.
  • Queenette U.-I., Jerome I., 2011. Selection Criteria for Computer Software and Hardware: A Case Study of Six University Libraries in Nigeria. Chinese Librarianship: an International Electronic Journal, 32.
  • Sardar R., 2012. Brand Preference Of Passenger Cars In Aurangabad District. International Journal of Multidisciplinary Research, 2 (3), 431-442.
  • Singhania P., 2006. Branding and its Competitive Advantage in the Consumer Electronics Industry (Doctoral dissertation, University of Nottingham).
  • Stamer H.H., Diller H., 2006. Price segment stability in consumer goods categories. Journal of Product & Brand Management, 15 (1), 62-72.
  • Suki N.M., 2013. Students' demand for smartphones- Structural relationships of product features, brand name, product price and social influence. Campus-Wide Information Systems, 30 (4), 236-248.
  • Teng S.G., Ho S.M., Shumar D., 2005. Enhancing supply chain operations through effective classification of warranty returns. International Journal of Quality & Reliability Management, 22 (2), 137-148.
  • Walley K., Custance P., Taylor S., Lindgreen A., Hingley M., 2007. The importance of brand in the industrial purchase decision: A case study of the UK tractor market. Journal of Business & Industrial Marketing, 22 (6), 383-393.
Typ dokumentu
Bibliografia
Identyfikator YADDA
bwmeta1.element.baztech-3c7cfe2d-8fc6-4b17-a49d-1aec693912dd
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