A Study on Preference of Consumer Effected on Product Life Cycle

Chongho Lee(Department of Marketing Graduate School of Business Administration Yonsei University)

The purpose of this study is to investigate the preference of consumer effected on difference of product life cycle. For theoretical background, the whole image of product lift cycle on individual products were analyzed by the use of consumer's behavior and preferential variables. The sample for the study was drawn from men and women residing in Seoul by the convenient sampling method. The size of sample was 134 who were mostly 20 to 30 year old consumers.

Research Methodologies utilized in the study was frequency and regression analysis to test the setting hypothesis. The result of the study are as follows;

First, there is a meaningful difference in the attitude toward purchasing electrical products. For the short product life cycle, consumer preferred to functionality, A/S, quality to price, convenience and substitution In turn.

Second, by the period of replacement, a difference of design and fashion showed, but the functionality and prestige was showed in difference of mean.

Last functionality and A/S rejected hypothesis II which preference effected on the product life cycle would be different, but prestige, convenience, fashion and social position were accepted hypothesis II.

With respect to the result of this analysis, these followings were implicated.

Firstly, electronic Product firm have to strengthen function and A/S to Increase preference of product without product lifts cycle.

Secondly, electronic product fun must set the appropriate marketing strategy about convenience, prestige, social position and fashion, etc. for the purpose of prolong their product life cycle in the market.