A STUDY OF CONSUMER AWARENESS OF THE HOME APPLIANCE LEASE SYSTEM FOR PROMOTING THE SPREAD OF SERVICIZING CONCEPT

Abstract

Firms are attempting to build business models on the concept of servicizing, in order to improve resource productivity and increase the recycling rate of resources, and to minimize the final volume of waste for disposal. We conducted a survey of consumers, using a questionnaire, to analyze their attitude toward the home appliance lease system, which is one of the servicizing operations, and clarified merits and demerits as viewed from the user's perspective. In addition, we also clarified the types of products suitable for such a lease system and used a conjoint analysis to show conditions that would help spread the home appliance lease system throughout the populace. The results of the survey showed that if such a lease system were employed, consumers would place most of their emphasis on the lease fee. It was also made clear that consumers might accept the lease system, even if the lease fee amounted to about 1.2 times as much as the selling price of a product, if midstream cancellation and maintenance fees were included. emission by the construction