{"title":"Product differentiation: a reason to switch the existing brand","authors":"N. Dixit, Deepali Bhatnagar","doi":"10.26643/rb.v118i10.8890","DOIUrl":null,"url":null,"abstract":"Many researches were conducted in the past on product differentiation. However, very few studies were conducted to investigate the result of product differentiation in retaining and attracting the other brand users. This study was undertaken especially to examine if the differentiation resulted in retaining existing and attracting new customers. For this objective researcher showcased and gave presentation of the TVs in showrooms to the visitors and few volunteers. 3 Showrooms in Delhi were selected to give presentation to existing LED TV users. 470 responses were collected and analysed. The results showed that Sony is most favoured brand for LED TV. It was found that product differentiation and reasons to rebuy or switch to a particular brand are significantly related. Limitations of the study are discussed in the paper.","PeriodicalId":35351,"journal":{"name":"Restaurant Business","volume":null,"pages":null},"PeriodicalIF":0.0000,"publicationDate":"2019-10-17","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Restaurant Business","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.26643/rb.v118i10.8890","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q4","JCRName":"Business, Management and Accounting","Score":null,"Total":0}
引用次数: 0
Abstract
Many researches were conducted in the past on product differentiation. However, very few studies were conducted to investigate the result of product differentiation in retaining and attracting the other brand users. This study was undertaken especially to examine if the differentiation resulted in retaining existing and attracting new customers. For this objective researcher showcased and gave presentation of the TVs in showrooms to the visitors and few volunteers. 3 Showrooms in Delhi were selected to give presentation to existing LED TV users. 470 responses were collected and analysed. The results showed that Sony is most favoured brand for LED TV. It was found that product differentiation and reasons to rebuy or switch to a particular brand are significantly related. Limitations of the study are discussed in the paper.
Restaurant BusinessBusiness, Management and Accounting-Tourism, Leisure and Hospitality Management
自引率
0.00%
发文量
0
期刊介绍：
Restaurant Business is the leading media brand in the commercial foodservice industry, with a focus on entrepreneurship, innovation and growth. Restaurant Business understands the new state of media like no other, recognizing the importance and nuances of each, and helping you retrieve the information you need, wherever, whenever. Each product of Restaurant Business concisely shows growth-minded restaurateurs how to capitalize on trends, new concepts, changes in consumer tastes, new purchasing strategies and peers’ best practices. Our editors track ideas and trends as they develop within key channel segments including high-volume independents, multiunit operators, emerging chains and the top 100 chains, plus their top franchisees.
京公网安备 11010802042870号
京ICP备2023020795号-1
分享
求助内容：
应助结果提醒方式：
扫码关注我们
