2007 Volume 2 Issue 1 Pages 203-214
A questionnaire survey was conducted regarding two appliances, a vacuum cleaner and hairdryer, using the contingent valuation method to estimate the value added to products with improved sound quality. For each appliance, two machinery noises, one causing an unpleasant impression and one causing a pleasant impression were presented to participants based on the assumption that the former sound was emitted from the original product and the latter from a product with improved sound quality. The participants were asked how much extra they would pay for the improved product in addition to the price of the original product. The questionnaire items also included the personal attributes of each participant, including age, income, and having the experience of being distracted by the noises emitted from a vacuum cleaner or hairdryer. In addition, buying preferences were checked with respect to product performance, appearance, and price, etc. Logistic regression analysis was applied to the questionnaire results with the probability that participants would buy the product with improved sound quality as the dependent variable. The independent variables were the personal attributes and the amount of extra money that would be paid for the improved product. Results showed that the variables of price, with regard to the things considered before purchase, previous experience of being distracted by machinery noise, and the extra amount that would be paid were statistically significant. Furthermore, for both two appliances, the estimated added values of the improved sound quality were equivalent to 12% of the price of the original product.