Abstract
In this paper, we examine quantitative and qualitative changes with the passage of time in consumer expectations for the quality of three consumer durable goods, and explore the trends and nature of such changes based on the data from five surveys over 12 years. Results show the derived structure of consumer evaluation factors is somewhat stable, but is strongly influenced over a long time span by the introduction of new product models. Also, in addition to an overall rising trend of consumer expectations due to broad sociopsychological influences, the results suggest a periodicity of six to twelve years in the change of the relative importance placed on the evaluation factors derived.
