MEASURING THE EFFECT OF THE ENTRY INTO THE NEW GENERATION UNDER THE COMPETITIVE MARKET

Master'sMASTER OF SCIENCE (BUSINESS

What drives the rapid upgrading behaviour of consumer electronic products?

This study has examined the upgrading of consumer electronic products. Psychological influences such as innovativeness, market mavens, materialism and brand loyalty were investigated and an amalgamated construct termed a psychological predisposition to rapidly upgrade; (PPRU) has been introduced to better explain product upgrading. Vicarious innovativeness, vicarious adoption and disposal considerations were also associated with upgrade speed and future intent to quickly upgrade. Specific integrated marketing campaign initiatives are suggested for managers with regular replacement product introduction strategies