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

• Autorzy: Najmi A. , Haq M. A. , Majeed S. , Khan N. R.

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.

Słowa kluczowe

EN

product warranty; customer's preferences; brand; price; reverse logistics models

PL

gwarancja produktu; preferencje klientów; marka; cena; odwrócone modele logistyczne

• Wydawca: Wyższa Szkoła Logistyki
• Czasopismo: LogForum
• Rocznik: 2014
• Tom: Vol. 10, no. 3
• Strony: 305--317
• Opis fizyczny: Bibliogr. 26 poz., rys., tab.

Twórcy

autor

Najmi A.

• Iqra University, Karachi, Pakistan

autor

Haq M. A.

• Iqra University, Karachi, Pakistan

autor

Majeed S.

• Iqra University, Karachi, Pakistan

autor

Khan N. R.

• Department of Business Administration, Iqra University, Karachi, Pakistan

Bibliografia

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