产品差异化:更换现有品牌的原因

Q4 Business, Management and Accounting Restaurant Business Pub Date : 2019-10-17 DOI:10.26643/rb.v118i10.8890

N. Dixit, Deepali Bhatnagar

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引用次数: 0

摘要

过去对产品差异化进行了许多研究。然而，很少有研究调查产品差异化在留住和吸引其他品牌用户方面的结果。这项研究是为了检验差异化是否能留住现有客户并吸引新客户。为此，研究人员向参观者和少数志愿者展示了展厅中的电视。选择德里的3个展厅向现有的LED电视用户进行演示。收集并分析了470份回复。结果表明，索尼是LED电视最受欢迎的品牌，产品差异化与拒绝或转向某个特定品牌的原因显著相关。本文讨论了该研究的局限性。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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Product differentiation: a reason to switch the existing brand

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.

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Restaurant Business Business, Management and Accounting-Tourism, Leisure and Hospitality Management

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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.