The Product Characteristics of an Innovation Influencin the Buying Decision of a Potential Consumer.
LAMPINEN, MINTTU (2000)
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LAMPINEN, MINTTU
2000
Yrityksen taloustiede, markkinointi - Marketing
Taloudellis-hallinnollinen tiedekunta - Faculty of Economics and Administration
Hyväksymispäivämäärä
2000-03-10Tiivistelmä
Product characteristics and consumer choice behaviour are closely related, because product characteristics influence the buying decision. The characteristics can be identified and models can be formed about them. However, there is no single model that could be applied to every purchase situation to fully explain the influence of different product characteristics. Research that has investigated the effects of innovation characteristics has generally endorsed evaluating the innovations along the dimensions of relative advantage, compatibility, trialability, observability and complexity. Additional product characteristics have arisen to complement the comprehension of innovation adoption.
The purpose of this study was to identify, which characteristics of an innovative product influence potential consumers´ buying decision. In order to do this, the study reviewed theories and models about the product characteristics. An empirical research was conducted via theme interviews and a mail survey. The respondents and interviewees were consumers, who were potential users of the Nokia 9110 Communicator. The Nokia 9110 Communicator was selected to be the studied device. It is an innovative product that combines both a mobile phone and a personal digital assistant (PDA). The study applied the knowledge gained from theory with the information gained from the empirical research to form a framework for the product characteristics of a communicator product.
The traditional framework of the innovation characteristics has enjoyed wide acceptance within marketing. This study suggests that the conceptualisation of perceived innovation characteristics may not be equally appropriate when considering a communicator product. The results of this study provide evidence suggesting that the suitability of the previous models about the product characteristics should be re-evaluated when investigating a communicator product. The identification of communicator characteristics in this study offers several implications. The results call for attention to the fact that consumer may employ discrepant sets of characteristics to evaluate the acceptability of a communicator product. The results argue for marketing appeals based on the framework developed in this study.
The purpose of this study was to identify, which characteristics of an innovative product influence potential consumers´ buying decision. In order to do this, the study reviewed theories and models about the product characteristics. An empirical research was conducted via theme interviews and a mail survey. The respondents and interviewees were consumers, who were potential users of the Nokia 9110 Communicator. The Nokia 9110 Communicator was selected to be the studied device. It is an innovative product that combines both a mobile phone and a personal digital assistant (PDA). The study applied the knowledge gained from theory with the information gained from the empirical research to form a framework for the product characteristics of a communicator product.
The traditional framework of the innovation characteristics has enjoyed wide acceptance within marketing. This study suggests that the conceptualisation of perceived innovation characteristics may not be equally appropriate when considering a communicator product. The results of this study provide evidence suggesting that the suitability of the previous models about the product characteristics should be re-evaluated when investigating a communicator product. The identification of communicator characteristics in this study offers several implications. The results call for attention to the fact that consumer may employ discrepant sets of characteristics to evaluate the acceptability of a communicator product. The results argue for marketing appeals based on the framework developed in this study.