The aim of this paper is to find out if the country of origin of the hybrid products is important for specialists using the Best-Worst Model and to highlight the advantages of using it. It proved that using Best-Worst Model reduces the biases and eliminates the cultural differences associated with Likert or other rating scales. I used quantitative methods: questionnaires. For having a representative sample, I chose only respondents who have at home the products used in the study and, in the same time, who use the respective products in their professional activity. SPSS was used for computing the scores and to check out if the gender or age have an influence on the scores. It proved that, for specialists or consumers familiar with the products, country of origin is of low importance, it is less important comparing to price or quality and it doesn’t have a significant effect on buying intention. In the case of all the analyzed products, the gender or the age of the respondents don’t have a significant effect. The paper is very appropriate for researchers, it proved that Best-Worst Model is more objective than other types of survey. It provides a better level of efficiency and it increases the flexibility of the analyzed data. The main originality/value is the application of the Best-Worst Model on specific categories of hybrid products (cars, TV sets, mobile phones, sport shoes).
Best-Worst Model, consumer behavior
ANCA TAMAS, RUXANDRA POPESCU (2018). The advantages of using Best-Worst Model for hybrid products. International Journal of Business and Management, Vol. VI(2), pp. 108-121. , DOI: 10.20472/BM.2018.6.2.007
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