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A Comparative Study on the Criteria of Customers' Expectation on Manufactured Products

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2 Author(s)
Yuan Guohua ; Sch. of Manage., Wuhan Univ. of Technol., Wuhan, China ; Demisse, A.Y.

As multinational companies continue to follow outsourcing as an important component of their global strategy, one important issue to be addressed is to understand what criteria and to which extent might influence the customers' evaluations on any manufactured products. The purpose of this research is to show how these key marketing variables like price, brand name, quality, design and durability affect consumers' judgment processes and inferences the comparative customers' expectations accordingly. Based on the collected primary data the research found that producing excellent quality products, very good design and very good durability, reasonable brand, and good price are helpful enough to achieve the expected market in manufacture industry.

Published in:

Management and Service Science, 2009. MASS '09. International Conference on

Date of Conference:

20-22 Sept. 2009