Mervärde ur ett konsumentperspektiv
Vilka faktorer är viktiga för att skapa mervärde till tekniska konsumentprodukter?
World wide globalization and the rapid development of the Internet have lead to significant changes for companies around the world. The world has ?shrunk? and increased supply of goods and services has lead to a more intense competitive situation. As the market changes, so does consumer behavior. Today?s consumers do no longer wish to be treated as a group, rather they are looking for products and services that specifically fit their personal values.Recent years, the consumption of digital consumer electronics has sky-rocketed. New technical products are launched every day, and companies within the industry must struggle harder to catch the consumers´ attention. As the core product is often undifferentiated, in some cases even identical, pure function is no longer the key factor as consumers elect products. To ensure survival, it has become critical that companies manage to convey value-added through their products that consumers find more attractive than competitors? offerings. A common problem among companies is to identify and analyze what consumers perceive as value-added. Consequently, an interesting question to ask is: What factors do consumers perceive as value-added?The purpose of this study is to analyze and evaluate the consumers perception of value added in Mp3 players. The study is based on consumer research of both qualitative and quantitative nature.Our study will show that value-added is a notion that is created within the consumer; a notion of happiness and satisfaction generated through buying and owning a specific product. The brand and the design are major factors when it comes to creating value-added. Much of the value also lies in the social context in which the product is used; you are what you have. The study also shows that customers who experience value-added from brands or design are also highly involved in the product. Further, this study concludes that the ability to create value-added through function and service is highly limited, as these are basic properties that customers take for granted when it comes to consumer electronics.As a final point, we conclude that an absolute condition for the creation of value-added is that companies convey trust and that they stand for ?good values?.