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Open Access. Powered by Scholars. Published by Universities.®

2015

Atlantic Marketing Association Proceedings

Apple

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Fitting Consumer Needs To Perceived Product Value: The Example Of Apple Versus Samsung Products, Yi-Chia Wu, Arturo Vasquez-Parraga Sep 2015

Fitting Consumer Needs To Perceived Product Value: The Example Of Apple Versus Samsung Products, Yi-Chia Wu, Arturo Vasquez-Parraga

Atlantic Marketing Association Proceedings

This study explores the fitting of consumer needs to product perceived value using the example of two lines of competitive products in the area of communication electronics, Apple products versus Samsung products. Five types of needs regarding digital communication and three types of related product value are evaluated for these two brands in order to know if product value differences have a distinctive effect on consumer needs.

This study focuses on the impact of perceived product values on certain consumer needs. We use Apple products and Samsung products to accomplish this.