Advantage of low quality in short life cycle products

Sun, Yang, Cai, Huifen (Helen) ORCID: https://orcid.org/0000-0002-5893-8291, Su, Rui ORCID: https://orcid.org/0000-0003-0963-6817 and Shen, Qianhui (2019) Advantage of low quality in short life cycle products. Asia Pacific Journal of Marketing and Logistics, 32 (5) . pp. 1038-1054. ISSN 1355-5855 [Article] (doi:10.1108/APJML-03-2019-0148)

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Abstract

This study explores the factors influencing customers’ purchase intention for low quality products. The traditional thinking is that products with high quality and low price will win more customers. However, we can notice that high quality products usually have high cost. Therefore, it is necessary to do more research on how customers can accept low quality products, in order to and help companies to win more customers and market share. We take fast fashion products and smart phones as empirical studies, collecting data from customer’s online survey. Based on the methodology of fuzzy-set qualitative comparative analysis (fsQCA), we analyses the relationship between the factors of short lifecycle, low quality, design and price and influence customer purchase intention. It shows that the product price and design are major driving factors for customers to accept low quality products. The result has implications for other industries that sell products with low cost.

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