Factors Influencing Customers' Willingness to Buy in the Context of PC Peripherals

By Jahangir, Nadim; Shil, Shubhankar et al. | Journal of Behavioural Sciences, January 1, 2008 | Go to article overview

Factors Influencing Customers' Willingness to Buy in the Context of PC Peripherals


Jahangir, Nadim, Shil, Shubhankar, Parvez, Noorjahan, Journal of Behavioural Sciences


The computer peripherals industry has turned out to be a booming sector for Bangladesh, especially over the last few years. The computer hardware and peripherals market is worth approximately $25 million and is increasing by 20-25% per year (Bangladesh Bureau of Statistics, 2005). According to the statistics of year 2003, the U.S. share of this market was about 55%. Industry experts opine that there are approximately 6,50,000 desktop PCs in Bangladesh now, with sales dominated by locally assembled clones (85%). A large number of computer assemblers import motherboards and other components from Singapore, Taiwan, and South Korea. However, the hardware and peripherals market is largely dominated by U.S. brands. Strong customer preference for U.S. computers points to good prospects for increased sales. The June 1998 elimination of duties as well as a 2002 withdrawal of a plan to impose a 7.5% duty has boosted computer imports and led to a drastic reduction in retail prices. Nowadays, most vendors are targeting small offices and home users. Since the introduction of the Internet services in 1997, a growing number of businesses and individuals have been buying computers for their communication needs.

A principal component of branding is the selection of a brand name. A brand name which contains words, numbers or letters is the component of a brand which can be spoken or verbalized (Bennett, 1988). People generally prefer short crispy brand names rather than lengthy or complex ones. Generally, brand name suggests benefits or qualities associated with the product. A good brand name should be easy to spell, pronounce, remember, be distinctive and free of any negative connotations.

Dobni and Zinkhan (1990) came up with a network memory model to measure brand. According to this model, brand name can be defined as a name linked to the perceptions of the consumers about a brand which occupies a permanent place in their memory. Thus, brand name associations are very important information linked to memory and contain the meaning of the brand for consumers.

Product quality has been selected as one of the independent variables of this study. A necessary ingrethent for improvement of quality is the application of profound knowledge (Deming, 1994). A number of literatures have identified quality as a core substance variable (Adam & Swamidass, 1989; Montoya- Weiss & Calantone, 1994). Defining quality is very difficult as it involves translating the need of the user into measurable characteristics. On the basis of those characteristics a product can be designed which will have the ability to provide satisfaction at a reasonable price (Deming, 1986). Different definitions have been derived from different viewpoints. Quality is most commonly described as providing superior value and confirming the stipulation through meeting or exceeding customers' expectations.

During the 1980' s the rapid changes of customers in terms of their number, need, and purchasing attitude resulted in the intense emphasis on quality. People consider the quality of the products offered by the firm as the most important of all the tangible factors that affect their opinion about a firm. Consequently, the managers should start thinking that product quality should be a major focus and customers' view of the firm's product quality will be equal to the managers' perception of their firm's product quality. Hence, two constructs were identified to test prevalence of this attitude of managers towards their organization's quality as perceived by the managers (manager perceived product quality); and managers' perception of the customers' views about the firm's product quality.

Price sensitivity defines the way individual consumers react to price levels due to the changes in them. If the price goes up the highly price sensitive consumers will exhibit much less demand and vice versa, whereas consumers low in price sensitivity will not react as strongly to the price change. …

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