The analysis of the principal purchasing factors for high-tech products is not different from the analysis performed by a marketing manager in a more traditional company. The guidelines that are used in performing such an analysis already exist and are used as much in the consumer goods and services sector as in the industrial goods and services sector.
However, the particular characteristics of high-tech products, especially their newness, make their value often difficult to determine for potential customers (see the following). Consequently, marketers of high-tech products must specifically analyze the attitudes of customers regarding innovation and risk.
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Although we usually tend to think of the digital camera as the best thing since sliced bread, there are both pros and cons with its use. Nothing is available on the market that does not have both a good and a bad side, but the key is to weigh the good against the bad in order to come up with the best of both worlds.