How Consumers Choose Hearing Aid Brands
Journal
Marketing Review St. Gallen
ISSN
1865-6544
ISSN-Digital
1865-7516
Type
journal article
Date Issued
2017
Author(s)
Abstract (De)
Although the end consumer is becoming increasingly important in the hearing aid market, little is known about the factors that lead consumers to choose one hearing aid brand over another. In an exploratory study, we find that consumers rely primarily on hearing care professionals, and less so on marketing communications and word of mouth, when choosing hearing aid brands. Competence emerges as the most effective characteristic of hearing care professionals, followed by their friendliness and the emphasis of product utility (vs. product features).
Language
English
HSG Classification
contribution to practical use / society
HSG Profile Area
SoM - Business Innovation
Refereed
Yes
Publisher
Thexis Verlag
Publisher place
St. Gallen
Volume
6
Subject(s)
Division(s)
Eprints ID
253289