An investigation on LED customer’ behavior

The recent advances in technology have created a challenge for customer on purchasing electronic devises since the cycle of media production such as TV, Mobile devices, etc. are getting short and people need to replace them by new products. The recent emerge of Light Emitting Diode (LED) television has attracted many people and there is a concern to study the impact of important factors on customer behavior in this business. This paper presents an empirical study to study the effects of six variables including customer perception, motivation, cognitive learning, attitude, information and price on customer behavior for LED televisions produced by an Iranian firm in Tehran, Iran. The study designs a questionnaire consists of 27 questions and distributes it among some people who are potential customers of this product. We use multiple regression analysis to study the behavior of different factors on customer behavior. The results of our survey indicate that cognitive learning had the most influencing impact (0.22) on customer behavior followed by price (0.219), motivation (0.203), attitude (0.193), information (0.183) and perception (0.145).