An Empirical Study of Perceptual Factors Underlying Customer Reactions for New Product Positioning in Notebook Industry

Customer reactions to products are an important way to explore trends in new product development. The reputation of a brand represents the perceived corporate image that is held by its ultimate customers. Complaints from the ultimate customers to brands are messages that can be used to obtain their true demands with regard to products. Therefore, this research depicts the mental simulation of customer cognition for brands and creates a product positioning model based on cognitive psychology and the theory of reflexivity. The perceptual factors as a pioneering examination used to analyze customer complaints, include appearance, function, and cosmetic elements, are used for the measurement of the trend of future product positioning.