Bandung Electronic Center : Consumer Attitude toward Smartphone and Tablet PC

Abstract

An increase in complexity of current communication needs makes humans require more sophisticated communication tools than before. Through a high need for gadgets, many electronics centers emerge in many major cities in Indonesia. The purpose of this research is to identify the profile of consumers in the largest electronic shopping center in Bandung, namely BEC. The profile was seen only on consumer attitudes towards communication devices, smartphones and Tablet PCs which are claimed to be the best-selling at BEC. A total of 805 respondents involved in completing the questionnaire during the period of 4 months using purposive sampling method. Measurement of consumer attitudes is referred to the formula developed by Fishbein. The result was that consumer attitudes (Ao) of smart-phone users with iOS in term of product attributes were better when compared with consumer attitudes (Ao) of smart-phone users with BlackBerry and Android operating system. In addition, consumer attitudes of iPad users were better than the iPad Mini users. This research is useful as it provides information for the sellers of smart-phones and tablet PCs at BEC in particular on how consumers rate the products they sell and that eventually the sellers can formulate a more effective marketing strategy.

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