The Effect Of Product Diversification Of Home Appliance Brand To Consumer Perception Of Product Quality

The generation of diversification strategy was not by chance, it is a certain stage result of the enterprises’development. Academia has yet formed a unified conclusion that diversity can really brings the enterprise "benefit", or "lose", and also the relationship between Product diversification and enterprise performance. So, when an enterprise determine whether to implement diversification strategy, or expand diversification strategy, they don’t have enough theoretical guidance, right now, they need a new product diversification evaluation dimensions to evaluate diversification clearly. This research would provide a new judge dimension for enterprise decision to implement product diversification and also hope to provide ways for diversified enterprise to avoid badness and use goodness.This paper uses home appliance brand as an example, from the consumer’s perspective, to research the following problems:First, whether there has any significant relationship between the level of consumer’ perceiving product diversification and perceived product quality? If has,what about the direction.Second, how the consumer’ perceived product diversification influence perceived product quality? That is how perception product diversification affect perceived product quality through technical level, product professional degree, product related service level, product market management level evaluation.Third, does brand awareness have any moderating effect for perceived product diversification and perceived product quality? If does, how it comes.Through the internet and paper questionnaire survey to consumers to collect data, collected of334valid responsive sheets from all parts of the country altogether. Using two statistical analysis software, AMOS7.0and SPSS15.0to analysis and process the data, establish a structural equation and hierarchical regression analysis model for research.The conclusions show:First, there has a significant negative relationship between the consumer perceived product diversification and perceived product quality.Second, the higher level of product diversification consumer perception, the lower product technology level, product specialized, product related service and the product market management level he would think. This negative relation reflected by product professional and product market management level. When the consumer think a home appliance brand diversification has the higher product diversification level, the think the professionalism of the products and product market management level would be lower, and also the lower perceiving product quality,and then cause a lower level of perceived product quality.Specifically to the observation variables:for a home appliance brand character, consumers think a larger product type, the lower the products technical level, professional level and product related service level would be.The bigger consumers think technology difference is, the lower production technical level and professional level would have, and also product market management level; Consumers think a home appliance brand products production technology level higher, the more reliable it would be; Consumers think a home appliance enterprise has higher products market management level,it would be more reliable, and also the production process. When consumers think a home appliance brand products of the stronger professional, they think the product would have longer life, at the same time, is more reliable.Third, brand awareness has positive moderating effect to the negative relation between perceived product diversification and perceived product quality.