Value-Based Method in Selecting and Purchasing High-Tech Products

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Meskin, Mahdi | 2012

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Type of Document: M.Sc. Thesis
Language: Farsi
Document No: 42997 (44)
University: Sharif University of Technology
Department: Management and Economics
Advisor(s): SheikhZadeh, Mahdi
Abstract:
People often conduct extensive searches in Internet, when they are involved in purchasing process of digital products. One primary challenge with the method of such searches is this fact that they heavily rely on a wide variety of technical characteristics, while buyers not being well familiar with such attributes. As such, they frequently fail to identify and purchase the right product. To address this issue, value-based approach is proposed by which the decision process is expected to be facilitated and become more efficient since it is based upon direct comparison of values gained by each product. In this thesis, as a case study for digital products, value attributes of mobile products are first extracted by combination of unstructured interviews and laddering method. Then, based upon collected results, a framework for value-based decision process was designed according which comparison with regular search method was enabled, as well. The end result of this endeavor indicates that value-based approach can play a complementary role in search of such products by effectively addressing shortcomings of the existing method, yet it cannot be viewed as a perfect substitute method.
Keywords:
Value ; Pricing ; Mobile Telephony ; Precieved Value ; Value Map

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