| |
Salient Product attributes importance to consumers |
Urban consumer |
Rural consumer |
| White |
Brown |
White |
Brown |
| 1. |
Technology-quality |
23 |
29 |
15 |
19 |
| 2. |
Design-Novel style-looks-color/shape-aesthetics-status symbol/uniqueness |
7 |
8 |
2 |
6 |
| 3. |
Price/Value for money/patronage benefits |
6 |
4 |
9 |
7 |
| 4. |
Brand Image/credibility |
8 |
9 |
10 |
10 |
| 5. |
After sales services & Warrantee / spares support |
13 |
15 |
16 |
17 |
| 6. |
Efficiency-performance-reliable |
11 |
12 |
9 |
11 |
| 7. |
Energy saving/operating costs |
10 |
4 |
12 |
7 |
| 8 |
Size/Volume/safety/ cleaning convenience/utility comfort |
6 |
5 |
10 |
8 |
| 9. |
User friendliness/PEOU/Automatic features |
9 |
11 |
8 |
13 |
| 10. |
Exchange /resale value,durability-usefulness, availability |
7 |
3 |
9 |
2 |