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Please use this identifier to cite or link to this item: http://hdl.handle.net/1959.3/70263
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- The Product Effect: a new technique for automotive market research
- Raja Ahmad Effendi, Raja Ahmad Azmeer; Azhari bin Md Hashim; Whitfield, T. W. Allan; Jackson, Simon
- In competitive markets the appearance of a product is crucial to its success. In the automotive industry, where competition is fierce, market research is customarily conducted as part of new product development. The methods used are predominantly variants of the focus group and the survey questionnaire. A common feature is their focus upon the product per se and how people perceive and evaluate it. An alternative method, and the subject of the research described here, focuses upon the person associated with the product: in other words, the effect the product has upon how people perceive its owner. This method derives from environmental psychology. Termed the ‘room effect’, it explored the effect the setting had upon perceptions of the person. This method has not until now been applied to products. The research described shows its use with both cars and motorcycles, and in application in Malaysia and Australia. The results indicate a distinct product effect and one subject to both nationality and gender differences.
- Publication type
- Conference paper
- Research centre
- Swinburne University of Technology
- Proceedings of the Cumulus 38° South Conference: Hemispheric Shifts Across Learning, Teaching and Research, Melbourne, Victoria, Australia, 12-14 November 2009 / Liam Fennessy, Russell Kerr, Gavin Melles, Christine Thong and Emily Wright (eds.)
- Publication year
- Swinburne University of Technology and RMIT University
- Publisher URL
- Proceedings copyright © 2009 Swinburne University of Technology and RMIT University. This paper copyright © 2009 Raja Ahmad Azmeer Bin Raja Ahmad Effendi, Azhari bin Md Hashim, T. W. Allan Whitfield and Simon Jackson. The authors assign to Swinburne University of Technology and RMIT University a non-exclusive licence to publish this paper in the Proceedings of the Cumulus 38° South Conference. Permission for limited re-use is provided under the terms of the Creative Commons Attribution-Noncommercial-No Derivative Works 2.5 Australia Licence (http://creativecommons.org/licenses/by-nc-nd/2.5/au/). Published version of the paper reproduced here in accordance with this policy.