Product Familiarity and Consumer Satisfaction

Abstract

The purpose of the present research is to explore the relationships between product familiarity, search, involvement, and consumer satisfaction. The main research hypothesis states that greater familiarity leads to greater satisfaction with the product purchased. Using personal computers as the stimulus product, it has been found that people with higher levels of familiarity take shorter lengths of time to reach a brand choice decision and also have higher levels of expected satisfaction. Since product familiarity is an important basis for market segmentation, the present research has important implications for new product adoption.