Abstract
This research investigated consumers’ consideration of product attributes concerning their choice of
major household appliances to explicate the pertinence of functional attributes versus other
concerns such as environmental issues and status-bearing factors. A cross-sectional survey was
performed amongst middle- to upper-income households in Tshwane, South Africa. The sample (N =
446) consisted of 69.4% females and 30.6% males who were further distinguished in terms of age,
income and level of education. Exploratory factor analysis revealed consumers’ attention to seven
factors, of which functionality and durability aspects seemed more prevalent. A stronger concern
for functional attributes compared to status factors and environmental issues confirms a need for
the provision of product information that would enhance informed buying decisions, minimize
consumers’ functional risk perception and reduce negative post-purchase judgments.
Suné Donoghue, Alet C Erasmus, Nadine Sonnenberg. (2011) Consumers’ consideration of functional utility when choosing major household appliances, Research Journal of Pakistan Home Economics Association, Volume-5, Issue-1.
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