Identifying and Prioritizing Factors Affecting Consumer Behavior Based on Product Value
Nowadays, without the awareness of consumer
behavior and correct understanding of it, it is not possible for organizations to take appropriate measures to meet the consumer
needs and demands. The aim of this paper is the identification and
prioritization of the factors affecting the consumer behavior based on
the product value. The population of the study includes all the
consumers of furniture producing firms in East Azarbaijan province,
Iran. The research sample includes 93 people selected by the sampling formula in unlimited population. The data collection
instrument was a questionnaire, the validity of which was confirmed
through face validity and the reliability of which was determined,
using Cronbach's alpha coefficient. The Kolmogorov-Smironov test
was used to test data normality, the t-test for identification of factors
affecting the product value, and Friedman test for prioritizing the
factors. The results show that quality, satisfaction, styling, price, finishing operation, performance, safety, worth, shape, use, and
excellence are placed from 1 to 11 priorities, respectively.
[1] D. I. Havkins, R.J. Best, and K. A. Coney, "Consumer Behavior: Building Marketing Strategy", 9th ed., McGraw-Hill, 2003.
[2] L. G. Schiffman, and L. K. Leslie, "Consumer Behavior", 5th ed., Englewood Cliffs, New Jersey : Prentice - Hall, Inc, 1994.
[3] S. S. Iyer, "Value Engineering: a How to Manual", Publisher: New Age
International (P) Ltd, second edition, 2000.
[4] F. Huber, A. Herrmann and R. E. Morgan, "Gaining Competitive Advantage through Customer Value Oriented Management", Journal of Consumer Marketing, Vol. 18 Issue 1, pp. 41 - 53, 2001.
[5] V. Alibabic, S. Jokic, I. Mujic, D. Rudic, M. Bajramovic and H. Jukic,
"Attitudes, Behaviors, and Perception of Consumers- from Northwestern
Bosnia and Herzegovina toward Food Products on the Market", Procedia Social and Behavioral Sciences, Vol. 15, pp. 2932-2937,2011.
[6] A. Khare, "Mall Shopping Behaviour of Indian Small Town Consumers", Journal of Retailing and Consumer Services, Vol. 18, pp.
110-118,2011.
[7] D. Lee, G. T. Trail, H. H. Kwon and D. F. Anderson, "Consumer Values
Versus Perceived Product Attributes: Relationships among Items from
The MVS, PRS, And PERVAL Scales", Sport Management Review, Volume 14, Issue 1, pp. 89-101 , 2011.
[8] T.R Browning, J.J. Deyst, S.D. Eppinger and D.E. Whitney, "Adding
Value in Product Development by Creating Information and Reducing
Risk", Engineering Management, IEEE Transactions on, Volume: 49,
Issue 4, pp. 443 - 458 , 2002.
[9] B.Snoj, A. P. Korda and D. Mumel, "The Relationships among Perceived Quality, Perceived Risk and Perceived Product Value",
Journal of Product & Brand Management, Vol. 13, Issue 3, pp. 156 -167 , 2004.
[10] T. Mazumdar., "A Value Based Orientation to New Product Planning",
Journal of Consumer Marketing, Vol. 10, Issue 1, pp. 28 - 41 , 1993.
[11] J. C. Sweeney, G. N. Soutar, " Consumer Perceived Value: The
Development of a Multiple Item Scale", Journal of Retailing, Volume
77, Issue 2, summer 2001, pp. 203-220, 2001.
[12] J. Sánchez, L. Callarisa, R. M. Rodríguez and M. A. Moliner,
"Perceived Value of the Purchase of a Tourism Product", Journal of
Tourism Management, Volume 27, Issue 3, pp. 394-409 , 2006
[13] R. B. Woodruff, "Customer Value: The Next Source for Competitive
Advantage", Journal of the Academy of Marketing Science, Volume 25,
Number 2, pp. 139-153, 1997.
[14] E. H. Creyer, and W. T. Ross, "The Impact of Corporate Behavior on
Perceived Product Value", Marketing Letters, Volume 7, Number 2, pp.
173-185, 1996.
[15] AL. Brannon, MA. Schoenmakers, HP. Klapwijk and KB. Haley,
"Product Value Matrices Help Firms to Focus Their Efforts", Omega,
Volume 21, Issue 6, pp. 699-708, 1993.
[16] M. Morris and N. Dunne, "Driving Environmental Certification: Its
Impact on the Furniture and Timber Products Value Chain in South",
Geoforum, Volume 35, Issue 2, pp. 251-266, 2004.
[17] T. Sakao, and Y. Shimomura, "Service Engineering: a Novel
Engineering Discipline for Producers to Increase Value Combining
Service and Product", Journal of Cleaner Production, Volume 15, Issue
6, pp. 590-604, 2007.
[18] W. Zhang, S. Xiao, H. Samaraweera, E. J. Lee and D. U. Ahn,
"Improving Functional Value of Meat Products", Meat Science, Volume
86, Issue 1, pp. 15-31,2010.
[19] M. D. Bovea, and R. Vidal, "Increasing Product Value by Integrating
Environmental Impact, Costs and Customer Valuation", Resources,
Conservation and Recycling, Volume 41, Issue 2, pp. 133-145, 2004.
[20] N. Gautam, and N. Singh, "Lean Product Development: Maximizing the
Customer Perceived Value through Design Change (Redesign)",
International Journal of Production Economics, Volume 114, Issue 1,
pp. 313-332, 2008.
[21] S. Brad, "Equating Business Value of New High-Tech Products", CIRP
Journal of Manufacturing Science and Technology, Volume 2, Issue 4,
pp. 272-278, 2010.
[22] S. Andersen, " Need Assessment: a Way of Improving the Value of New
Products", Design Studies, Volume 4, Issue 3, pp. 183-187, 1983.
[23] P. Chadraba, and R. O'Keefe, "Cross-National Product Value
Perceptions", Journal of Business Research, Volume 9, Issue 4, pp. 329-
337, 1981.
[1] D. I. Havkins, R.J. Best, and K. A. Coney, "Consumer Behavior: Building Marketing Strategy", 9th ed., McGraw-Hill, 2003.
[2] L. G. Schiffman, and L. K. Leslie, "Consumer Behavior", 5th ed., Englewood Cliffs, New Jersey : Prentice - Hall, Inc, 1994.
[3] S. S. Iyer, "Value Engineering: a How to Manual", Publisher: New Age
International (P) Ltd, second edition, 2000.
[4] F. Huber, A. Herrmann and R. E. Morgan, "Gaining Competitive Advantage through Customer Value Oriented Management", Journal of Consumer Marketing, Vol. 18 Issue 1, pp. 41 - 53, 2001.
[5] V. Alibabic, S. Jokic, I. Mujic, D. Rudic, M. Bajramovic and H. Jukic,
"Attitudes, Behaviors, and Perception of Consumers- from Northwestern
Bosnia and Herzegovina toward Food Products on the Market", Procedia Social and Behavioral Sciences, Vol. 15, pp. 2932-2937,2011.
[6] A. Khare, "Mall Shopping Behaviour of Indian Small Town Consumers", Journal of Retailing and Consumer Services, Vol. 18, pp.
110-118,2011.
[7] D. Lee, G. T. Trail, H. H. Kwon and D. F. Anderson, "Consumer Values
Versus Perceived Product Attributes: Relationships among Items from
The MVS, PRS, And PERVAL Scales", Sport Management Review, Volume 14, Issue 1, pp. 89-101 , 2011.
[8] T.R Browning, J.J. Deyst, S.D. Eppinger and D.E. Whitney, "Adding
Value in Product Development by Creating Information and Reducing
Risk", Engineering Management, IEEE Transactions on, Volume: 49,
Issue 4, pp. 443 - 458 , 2002.
[9] B.Snoj, A. P. Korda and D. Mumel, "The Relationships among Perceived Quality, Perceived Risk and Perceived Product Value",
Journal of Product & Brand Management, Vol. 13, Issue 3, pp. 156 -167 , 2004.
[10] T. Mazumdar., "A Value Based Orientation to New Product Planning",
Journal of Consumer Marketing, Vol. 10, Issue 1, pp. 28 - 41 , 1993.
[11] J. C. Sweeney, G. N. Soutar, " Consumer Perceived Value: The
Development of a Multiple Item Scale", Journal of Retailing, Volume
77, Issue 2, summer 2001, pp. 203-220, 2001.
[12] J. Sánchez, L. Callarisa, R. M. Rodríguez and M. A. Moliner,
"Perceived Value of the Purchase of a Tourism Product", Journal of
Tourism Management, Volume 27, Issue 3, pp. 394-409 , 2006
[13] R. B. Woodruff, "Customer Value: The Next Source for Competitive
Advantage", Journal of the Academy of Marketing Science, Volume 25,
Number 2, pp. 139-153, 1997.
[14] E. H. Creyer, and W. T. Ross, "The Impact of Corporate Behavior on
Perceived Product Value", Marketing Letters, Volume 7, Number 2, pp.
173-185, 1996.
[15] AL. Brannon, MA. Schoenmakers, HP. Klapwijk and KB. Haley,
"Product Value Matrices Help Firms to Focus Their Efforts", Omega,
Volume 21, Issue 6, pp. 699-708, 1993.
[16] M. Morris and N. Dunne, "Driving Environmental Certification: Its
Impact on the Furniture and Timber Products Value Chain in South",
Geoforum, Volume 35, Issue 2, pp. 251-266, 2004.
[17] T. Sakao, and Y. Shimomura, "Service Engineering: a Novel
Engineering Discipline for Producers to Increase Value Combining
Service and Product", Journal of Cleaner Production, Volume 15, Issue
6, pp. 590-604, 2007.
[18] W. Zhang, S. Xiao, H. Samaraweera, E. J. Lee and D. U. Ahn,
"Improving Functional Value of Meat Products", Meat Science, Volume
86, Issue 1, pp. 15-31,2010.
[19] M. D. Bovea, and R. Vidal, "Increasing Product Value by Integrating
Environmental Impact, Costs and Customer Valuation", Resources,
Conservation and Recycling, Volume 41, Issue 2, pp. 133-145, 2004.
[20] N. Gautam, and N. Singh, "Lean Product Development: Maximizing the
Customer Perceived Value through Design Change (Redesign)",
International Journal of Production Economics, Volume 114, Issue 1,
pp. 313-332, 2008.
[21] S. Brad, "Equating Business Value of New High-Tech Products", CIRP
Journal of Manufacturing Science and Technology, Volume 2, Issue 4,
pp. 272-278, 2010.
[22] S. Andersen, " Need Assessment: a Way of Improving the Value of New
Products", Design Studies, Volume 4, Issue 3, pp. 183-187, 1983.
[23] P. Chadraba, and R. O'Keefe, "Cross-National Product Value
Perceptions", Journal of Business Research, Volume 9, Issue 4, pp. 329-
337, 1981.
@article{"International Journal of Business, Human and Social Sciences:59283", author = "Houshang Taghizadeh and Gholamreza Soltani Fesghandis", title = "Identifying and Prioritizing Factors Affecting Consumer Behavior Based on Product Value", abstract = "Nowadays, without the awareness of consumer
behavior and correct understanding of it, it is not possible for organizations to take appropriate measures to meet the consumer
needs and demands. The aim of this paper is the identification and
prioritization of the factors affecting the consumer behavior based on
the product value. The population of the study includes all the
consumers of furniture producing firms in East Azarbaijan province,
Iran. The research sample includes 93 people selected by the sampling formula in unlimited population. The data collection
instrument was a questionnaire, the validity of which was confirmed
through face validity and the reliability of which was determined,
using Cronbach's alpha coefficient. The Kolmogorov-Smironov test
was used to test data normality, the t-test for identification of factors
affecting the product value, and Friedman test for prioritizing the
factors. The results show that quality, satisfaction, styling, price, finishing operation, performance, safety, worth, shape, use, and
excellence are placed from 1 to 11 priorities, respectively.", keywords = "Consumer Behavior, Consumer Satisfaction, Product, Value", volume = "5", number = "12", pages = "1949-4", }
