Original Research
Modelling the relationships between factors affecting the marketing of upgrades for personal computer
South African Journal of Business Management | Vol 28, No 1 | a786 |
DOI: https://doi.org/10.4102/sajbm.v28i1.786
| © 2018 L. McCamey, D. Petkov, R. Ross
| This work is licensed under CC Attribution 4.0
Submitted: 15 October 2018 | Published: 31 March 1997
Submitted: 15 October 2018 | Published: 31 March 1997
About the author(s)
L. McCarney, Graduate School of Business, University of Durban-Westville, South AfricaD. Petkov, Computer Science and Information Systems, University of Natal, South Africa
R. Ross, ICL, Pietermaritzburg, South Africa
Full Text:
PDF (766KB)Abstract
The purpose of this research is to provide a framework for prioritizing the factors that affect whether or not personal computers (PCs) are upgraded. The implications of this may influence product development, manufacturing and marketing. The model presented in this article is an extension of an idea by Lambkin & Day for a holistic treatment of the forces affecting marketing to the case of upgrades for PCs. The authors have used the Analytic Hierarchy Process (AHP) as a technique that permits the introduction of structure into this complex problem thus helping managers of vendor companies marketing upgrades to PCs to devise strategies for effective marketing.
Keywords
product life cycle; personal computers' upgradability; marketing; AHP
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