أبعاد المنتج و أثرها على القرار الشرائي للمستهلك اليمني بالتطبيق على المنتجات الإلكترونية

Abstract EN

This study aims to find out the role of product dimensions in influencing the purchasing decision of Yemeni consumer for electronic products.

Also to find out which of the product dimensions is the most influence a consumer’s buying decision towards electronic products.

The methodology of the study followed the causal relationship between two variables, namely; the independent variable represented by: "fundamental; tangible and additional dimensions", and the dependent variable represented by: "purchasing decision".

This study utilized a cluster sampling; where the population was divided into five clusters (North, South, East, West and Central), and then selected a convenience sampling from each of these five clusters.

The population of this study is the buyer of electronic products in the province of Taiz.

A total of 385 questionnaires were distributed to the target sample; and about 250 questionnaires with a percentage of (65%) were studied and analyzed.

The study reached a set of results.

The most important one is that there is a significant influence of the fundamental dimension on consumer purchasing decision.

The results showed that most of the respondents stated that “the device that provides the desired service and the need for the services of the device" is the key for customer preferences and impact the consumers buying decision, and the importance of this dimension was (89%).

Besides, there is an impact of the tangible dimension on the consumers buying decision; where respondents pointed out that "the size; strength; durability and technological advances of the device" are important reasons and indicators that play a significant role in influencing preference of consumers buying decision, and the importance of this dimension was (82%).

Based on the results, the study presented a set of recommendations.

The most important one is that the device should provide services such as; “ease to use, speed and accuracy in performance, purity and clarity” to satisfy the consumer needs.

Besides; the device should provide the required services and fulfills all the promises given.

As well as, the importance of the availability of maintenance centers for the company that provides maintenance services to consumers; and the need to provide spare-parts for devices in case of failure.