Product Attributes of Household Electronic Appliances and Consumer’s Preferences
Purpose: The purpose of this paper was to examine the effect of products’ intrinsic and extrinsic attributes on developing countries' consumers' preference for household electronic appliances. The study was conducted in Ghana and Nigeria. The specific objectives of the study were to determine the relationship between product price, product performance, product durability, product brand image, and customers’ choice of electronic appliances.
Design / Methodology: This research was based on both qualitative and quantitative paradigms. The survey research design was adopted and data were collected from 200 respondents in Accra, Ghana, and Calabar in Nigeria. The purposive sampling technique was used in the study in selecting the sample elements from Ghana and Nigeria, respectively. Data analyses were done with Pearson Product Moment Correlation Coefficient and student t-test statistics.
Findings: The findings of the study revealed that electronic products' performance had the greatest influence on consumers purchase decisions in most developing countries, followed by product price and brand name, before product durability.
Originality: This paper provides insight into consumers’ purchase motivations for household electronic appliances in developing countries, represented by Ghana and Nigeria. The originality stems from the fact that there is a dearth of studies on consumers’ preferences of electronics products in developing countries, especially in Africa. So, this paper supplements the extant literature in that area. Finally, the paper provides a reference for manufacturing industry practitioners to be armed with information weapons for refining their marketing strategies in developing countries.