The Relationship between Automobile Add-on Features and Consumer Product Evaluation

Subject Areas : Jounal of Marketing Management

S. A. A. Afjeh ¹ , P. Fakhim Ghasemzadeh ²

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Received: 2013-08-25 Accepted : 2013-08-25 Published : 2012-06-21

Keywords: Alignable features, Non-alignable features, Evaluation, Halo effect, Range effect, Knowledge,

Abstract :

In the present study the relationship between alignable/nonalignable add-ons and consumer evaluation of the base product has been investigated. Also the effect of knowledge as a moderating variable on this relationship was studied. The statistical population of this study consists of Irankhodro customers located in Tehran and sampling was done using clustering sampling with multi-staged approach. Data was collected through 378 questionnaire and for data analysis Wilcoxon, Spearman correlation, Kolmorov-Smirnov and Friedman tests were performed. The results showed that alignable add-ons keep the inference level at the level of base product’s usual features and result in negative evaluation of the base product. In contrast non-alignable add-ons cause a general inference, so consumer’s attitude toward the add-on determines his/her attitude toward the base product. However, when consumer’s knowledge of the base product is high, he/she doesn’t utilize add-ons for evaluation. The present study was limited to one industry & product. Also, just one alignable/nonalignable add-on was provided for consumer evaluation. The effect of marketing mix and competitive factors on the relationship between add-ons and consumer evaluation weren’t investigated. Managers can provide free alignable add-ons and favorable nonalignable add-ons for consumers. Also, in providing add-ons, the consumers who have high knowledge of the base product should be avoided.