Akademik Veri Yönetim Sistemi
Uluslararası Türk Dünyası Mühendislik ve Fen Bilimleri Kongresi, Antalya, Türkiye, 7 - 10 Aralık 2017
The expected benefits are what people desire to achieve from any product purchase or consumption. Consumers evaluate products for their benefits rather than the attributes they contain. This view looks beyond product attributes and focuses on the benefits that will be experienced from consumption. In this study, smart cardio tops or bra was applied to explore not only the possible product benefits to occur in consuming but also the benefit-based product evaluation by consumers. Firstly, face to face interview was conducted with a group of five people. All responses were recorded, written out and assessed by three researchers in order to summarize product benefits according to the product attributes. Second, expectancy value model was used to figure out how consumer evaluate a product in terms of the expected benefits. For the model, data was collected from 74 students who were attending to Nottingham Trent University, UK, in 2016. As a result, expectations about the benefits of consuming smart cardio tops or bra are listed as follows: sharing your workout data with others, getting optimum results in exercise, tracking workout progress, helping performance improvement, protecting from loss of activity data, ease of access to the data, saving time and effort during sport or exercise, developing a workout routine and reducing health risk during exercise.
Keywords: product benefits, consumer evaluation, focus
group, expectancy value model, cardio tops or bra.