| Abstract [eng] |
The aim of the work is to determine product improvement value for customers in the electric bus market. The first part of the work presents the concept of the product, describes the process of product improvement and its significance for the consumer. An innovative consumer is also described and analyzed what affects the consumer’s subjectively perceived value. Based on the research, presented a conceptual model that is suitable for different products and their groups and is designed to assess the value created by product improvement for the consumer. The second part of the work presents a research methodology for product improvement value for customers in the electric bus market. The third part of the work evaluates product improvement value for customers in the electric bus market. Based on scientific literature analysis, was found that the process of product improvement is related to the analysis of customer behaviour. By learning how to use new product features, innovative consumers play a key role in disseminating innovation, providing value to late or lagging consumers about the benefits of an improved product. Consumers opinion analysis showed that: consumer innovation positively increases the intention to buy an improved product, consumer innovation positively increases the intention to buy an improved product, consumer innovation positively increases perceived value, perceived value positively increases the intention to buy an improved product, the learning process positively increases perceived value. Perceived value is not a mediator between consumer innovation and the intention to buy an improved product and that the learning process is not a mediator between consumer innovation and the intention to buy an improved product. |
