Marketing strategies for refurbished products: Survey-based insights for probabilistic selling and technology level
Marketing strategies for refurbished products: Survey-based insights for probabilistic selling and technology level
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DOI：
10.1016/j.resconrec.2021.105401
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发表时间：
2021-04
影响因子：
13.2
通讯作者：
Behzad Esmaeilian;Pradeep Onnipalayam Saminathan;Willie Cade;S. Behdad
中科院分区：
文献类型：
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作者：
Behzad Esmaeilian;Pradeep Onnipalayam Saminathan;Willie Cade;S. Behdad
销售翻新产品被认为是寻求改善市场形象战略的企业的可持续做法。然而，由于消费者对翻新产品的态度以及再制造和制造公司由于缺乏对翻新产品实际市场的了解而采取的无效定价政策等不同原因，企业仍然难以销售翻新产品。这在很大程度上影响了再制造行业的盈利能力。本文旨在讨论了解翻新产品市场的重要性和消费者购买行为的作用。本研究以翻新手机市场为研究对象，进行调查分析，以验证消费者对翻新电子产品看法的几个假设，并找出可能有助于促进翻新消费电子产品销售的市场营销策略。调查分析结果表明，消费者是否愿意为翻新手机付费取决于产品的技术过时程度。消费者购买翻新手机的意愿更高的是技术上更过时的产品。此外，使用概率销售或不透明销售可能是销售翻新产品的好策略。因此，公司可能会考虑使用不透明销售作为营销策略，因为消费者的选择决定会改变时，处理一个不确定的交易或概率交易。
The selling of refurbished products is considered a sustainable practice for businesses looking for strategies to improve their market image. However, companies still struggle to sell refurbished products for different reasons ranging from consumer's attitudes towards refurbished products to in-efficient pricing policies adopted by remanufacturing and manufacturing companies due to the lack of understanding of the actual market of refurbished products. This impacts the profitability of the remanufacturing industry on a large scale. This paper aims to discuss the importance of understanding the market of the refurbished product and the role of consumer purchase behavior. With an emphasis on the refurbished cellphone market, this study has run a survey analysis to test several hypotheses about consumer's viewpoint toward refurbished electronics and identify marketing strategies that may benefit promoting the sale of refurbished consumer electronics in the market. The survey analysis results suggest that consumers’ willingness to pay for refurbished cellphones depends on the degree of the technological obsolescence of the product. Consumer's willingness to purchase refurbished cellphones is higher for more technologically obsolete products. Also, the use of probabilistic selling or opaque selling might be a good strategy for selling refurbished products. Therefore, companies may consider using opaque selling as a marketing strategy since consumer choice decisions would change when dealing with an uncertain deal or probabilistic deals.