The Influence of Value Factors and Pricing Strategy on Product Development of Coumputer Peripherals

• Main Authors: Kai-Chu Li, 李鍇朮
• Other Authors: Chih-Hsiang Ko
• Format: Others
• Language: zh-TW
• Published: 2009
• Online Access: http://ndltd.ncl.edu.tw/handle/59787447668451225085

碩士 === 國立臺灣科技大學 === 設計研究所 === 97 === 　In an era when consumer behavior is becoming gradually complicated, consumers will no longer purchase just because of the need for use value. They will also emphasize on the need for other non-functional value. It is necessary to have a better understand of other value factors apart from branding if the Taiwan industry wants to create brand value. This research was seeking the meaning and influence of value factors and pricing strategies on product development. By interviewing the pricing experts of computer peripherals, this research focused on pricing strategies, value factors and product differentiations for an in-depth exploration. One of the computer peripherals, the mouse, was used as a sample to interview consumers on how they gave weight to value factors and price tags. Both experts and consumers interviews gave the result as follows: 1.　Compared with the experts’ value factors on pricing strategies and the consumers’ ranking order on purchasing products, there was no clear difference other than “production cost”. 2.　The experts mainly used “cost-based strategy” as their core pricing strategy and assisted with “value-based pricing strategy” to set and plan their product line and price. 3.　The experts tended to choose easy-to-achieve value factors to differentiate with competitors. They valued the most on “product function”, then “production cost”, “product appearance” and “product packaging”. 4.　There were significant differences on some value factors such as the consumers’ emphasis on value factors, their feeling for high-priced or low-priced products, and their emphasized factors on purchasing high-priced or low-priced products. 5.　The consumers emphasized on value factors other than “product function”, such as “quality (durability)”, “product use and interface operability”, “product appearance”, “ergonomics and comfortability”.