Discusses the various strategies for mass merchandizing technologically complex products and services. Considers fear of technology, high‐tech aficionados, and lifestyle differences as factors in marketing high‐tech goods. Concludes that separate strategies for aficionados and non‐aficionados should be developed, and also that more customer‐oriented strategies should take into account that the aficionados themselves can be segmented by interests.
Higgins, S.H. and Shanklin, W.L. (1992), "Seeking Mass Market Acceptance for High‐Technology Consumer Products", Journal of Consumer Marketing, Vol. 9 No. 1, pp. 5-14. https://doi.org/10.1108/EUM0000000002592
MCB UP Ltd
Copyright © 1992, MCB UP Limited