Abstract
This paper focuses on the perceived importance of product attributes as buyers' criteria for decision-making. The conceptual framework of this study considers buyers' criteria for assessment of new products as a focal point to understanding the underlying factors and objectives for buying behavior. The objective criteria were measured using a direct rating scale composed of eight items associated with purchasing new agricultural technologies. The findings indicate that farm operators favorably perceived technologies that are reasonably priced, less costly to maintain, save time, reduce drudgery, with quick return on investment, bring more benefits, and require little reorganization of their enterprise. Understanding adopter criteria has vital implications for manager assessment of market opportunities.
The authors wish to thank the anonymous reviewers for their useful suggestions and Ms. Mary E. Gannon for her secretarial support through out this writing project. Also thanks are due to Adel Hassan and Rebecca Lindy for their graphical assistance.
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Hassan, S.S., Scott, S.V. (2015). Importance of Buyers’ Criteria for Evaluating New Technology Attributes. In: Hawes, J.M., Glisan, G.B. (eds) Proceedings of the 1987 Academy of Marketing Science (AMS) Annual Conference. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-17052-7_6
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