Title page for ETD etd-05122012-173726

Document Type Master's Dissertation
Author Madevu, Hilton
URN etd-05122012-173726
Document Title Utilitarian and hedonic drivers of repurchase intent in consumer electronics : a study of mobile phones
Degree MBA
Department Gordon Institute of Business Science
Advisor Name Title
Ms N Kleyn Supervisor
  • usability
  • functionality
  • cellphone
  • mobile phone
  • repurchase intent
  • ease of use
  • product features
  • consumer electronics
  • conspicuous consumption
  • reliability
  • product bundling
Date 2011-04-20
Availability unrestricted
This study sought to understand factors driving repurchase intentions for consumer electronics (CE) hardware and in particular mobile phones. The outcome of the study was expected to be of interest in academia and practice because it develops upon existing literature and identifies actionable variables that could be used to optimise market offerings. Based on a literature review it was hypothesised that the intent was driven by hedonic and utilitarian factors. These included conspicuousness and visibility; product bundling; reliability; technological features, usability of the product and the buyers’ age.

The study tested these hypotheses using primary data. The method was employed to confirm the postulated drivers as well as to determine the direction of the effects. Data collection was conducted through a cross sectional internet survey enumerated in August 2010. The survey reached a broad sample of 144 responders.

The analysis supported two of the six hypothesised drivers. The supported drivers were conspicuousness and usability. The recommendation was therefore to encourage the CE industry to focus on creating aesthetically appealing, fashionable devices that were intuitively easy to use requiring minimal assistance or product manuals. It also recommends that less emphasis be placed on durability, advanced features, on bundling additional extras and on targeting particular age groups.

Copyright © 2010, University of Pretoria. All rights reserved. The copyright in this work vests in the University of Pretoria. No part of this work may be reproduced or transmitted in any form or by any means, without the prior written permission of the University of Pretoria

Please cite as follows:

Madevu, H, 2010, Utilitarian and hedonic drivers of repurchase intent in consumer electronics : a study of mobile phones, MBA dissertation, University of Pretoria, Pretoria, viewed yymmdd < http://upetd.up.ac.za/thesis/available/etd-05122012-173726/ >


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