Consumer Perception Essay

2732 WordsApr 8, 201511 Pages
Consumer Perception of Mobile Phone Attributes Tao Zhang 1, Pei-Luen Patrick Rau 2, Jia Zhou 2 1 Department of Electrical Engineering and Computer Science Vanderbilt University, TN 37211, USA 2 Department of Industrial Engineering, Tsinghua University, Beijing, 100084, China ABSTRACT This paper reported results from a questionnaire survey of consumer perception of product attributes of mobile phones and how they consider the importance of each product attribute. The questionnaire contained 35 items covering brand, physical attributes, functional attributes, and beneficial attributes. All the items were measured with 7-point Likert scale anchored from “strongly disagree” to “strongly agree”. The questionnaire was administrated online to a broad sample (N=215) in China. An exploratory factor analysis was conducted to find out the latent constructs of mobile phone product attributes, which also reflect consumers’ common idea of attribute category. Eight factors, accounting for 62.88% of the total variation, were identified: common functions, appearance, multimedia functions, connectivity, personal information management functions, body design, brand & country, and product image. These attribute factors can be used as a basis for understanding of product attributes and its influencing factors. Results from the factor analysis also provide information about what consumers are concerned about when they evaluate mobile phones or make purchase decisions. Keywords: Product Attributes, Perception, Mobile Phones INTRODUCTION The perception of various product attributes gives the first impression for consumers, particularly when they have limited time and bandwidth to do a thorough research on a new product. This perception of attributes also has strong relation with consumer judgment of whether the product will satisfy their needs. Studying the structure of product
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