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RESEARCH OF THE IMPORTANCE OF HIGH-TECHNOLOGY PRODUCT`S FEATURES AMONG GENERATION Y USING KANO MODEL
David Hrvatin
orcid.org/0000-0002-4542-7759
; Partnerships Operations and Project Executive, Zagreb, Hrvatska
Miroslav Mandić
orcid.org/0000-0001-6118-6687
; Ekonomski Fakultet Sveučilišta u Zagrebu, Zagreb, Hrvatska
Sažetak
The development of a new product and the management of its features throughout its life cycle requires a process whose performance is influenced by a number of factors. Enterprises need to optimize various elements to make the product as efficient as possible, and to always keep up with the wishes and demands of consumers. The subject of the study is importance of smartphone features among the members of generation Y using the Kano model. The goal is to identify the trends and features of the smartphone, to explore what features are essential for generation Y, which increase their overall satisfaction in the event of presence and to explore the characteristics they are indifferent and whose presence provokes dissatisfaction. Primary data analyzed in the research results were collected by in-depth interviews with two experts, four members of generation Y and a questionnaire compiled on model Kano model, submitted electronically to a total of 150 respondents. Scouting enabled the identification of the fifteen most important features of the smart phone with respect to the respondents’ trends and expectations. Descriptive research allowed the evaluation of which feature should be included in Kano questionnaire. The analysis found that greater attractiveness to the respondents have technical features, while market features, such as design and brand, are characterized by the fact that the respondents are indifferent. Using the Kano model index, the expected satisfaction or dissatisfaction of the respondents was quantitatively expressed, depending on the presence or lack of feature. The calculation found that the presence of long-lasting batteries in the respondents provokes great satisfaction, and a lack of it, causes large dissatisfaction. The conducted research is a good basis for further research on the target target group and product category.
Ključne riječi
product features; consumer behaviour; generation Y; smartphone; Kano model
Hrčak ID:
214886
URI
Datum izdavanja:
30.12.2018.
Posjeta: 1.457 *