Upgrades and New Purchases  

Oleh:

Okada, Erica Mina

Jenis: Article from Journal - ilmiah internasional
Dalam koleksi: Journal of Marketing (EBSCO) vol. 70 no. 4 (Okt. 2006), page 92-102.
Topik: INDUSTRIES; upgrades; purchases

Ketersediaan

Perpustakaan Pusat (Semanggi) Nomor Panggil: JJ94.10 Non-tandon: 1 (dapat dipinjam: 0) Tandon: tidak ada

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Isi artikel

In many industries, firms introduce successive generations of new and enhanced product models to remain competitive. Product enhancements target first time purchasers and consumers who already own an existing product and are considering upgrading to a new and enhanced product. Upgrade decisions differ from new purchase decisions because they are hindered by the psychological costs associated with the purchase price spent on the existing product. This research examine show the enhanced product can be positioned relative to the existing product to mitigate the psychological costs and facilitate upgrade purchases. A series of studies demonstrate that consumers with existing products are more likely to upgrade when the enhanced product is generally dissimilar to the exisitng product. Upgrades have stronger preferences than first time purchasers for enhanced products with new features rather than for improvements on existing features, and they prefer enhacements that focus on a few key features rather than a general enhancement of all features.

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