Consumer Buying Behavior in High-Tech Product Markets : An Empirical Study on Analog Wrist Watches from the Bangladeshi Perspective

Authors

  •   Abu Rashel PhD Scholar, Division of Business Administration, College of Business Administration, Wonkwang University, 460 Iksan-Daero, Iksan, Jeonbuk 54538
  •   Faruk Ahmed PhD Scholar, Department of Business Administration, International Islamic University Malaysia. Kuala Lumpur 53100
  •   Seonsu Lee Professor of Marketing, Division of Business Administration, College of Business Administration, Wonkwang University, 460 Iksan-Daero, Iksan, Jeonbuk 54538

DOI:

https://doi.org/10.17010/ijom/2017/v47/i10/118696

Keywords:

Analog Wrist Watch

, Consumer Buying Behavior, High-Tech Product Market, Multi-Attribute Theory, Consumer Perceived Value, Customer Satisfaction, Bangladesh

Paper Submission Date

, September 10, 2016, Paper sent back for Revision, January 12, 2017, Paper Acceptance Date, July 8, 2017.

Abstract

The aim of this paper was to measure the effects of product attributes on satisfaction through the consumer perceived value of using an analog wrist watch in the perspective of Bangladesh. In this study, a group of young generation respondents was considered as a population. Cluster and simple random sampling techniques were employed to achieve the representativeness of the population. A sample of 294 educated young people from Dhaka city was surveyed. According to the results of the study, all the factors excluding physical benefits had a significant positive effect on satisfaction through customer perceived value. These relationships suggested that there was a partial or a full mediating effect of customer perceived value on the relationship between product attributes and customer satisfaction. In addition, the gender of analog wrist users moderated the path between customer perceived value and customer satisfaction; however, the moderating effect of men users was greater than that of women users.

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Published

2017-10-01

How to Cite

Rashel, A., Ahmed, F., & Lee, S. (2017). Consumer Buying Behavior in High-Tech Product Markets : An Empirical Study on Analog Wrist Watches from the Bangladeshi Perspective. Indian Journal of Marketing, 47(10), 42–63. https://doi.org/10.17010/ijom/2017/v47/i10/118696

Issue

Volume 47, Issue 10, October 2017

Section

Articles
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Europe PMC

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