Version 6.0.1, Anyone? An Investigation of Consumer Software Upgrading Behavior

Abstract

Software upgrades are unique “modular” products in that they are neither new nor are they repeat purchases. This study sought to identify consumer attributes related to their upgrading likelihood for word processing and spreadsheet software used at home. Surveys incorporating questions related to the study were given to a sample of individual consumers. Individuals more likely to upgrade software tended to be those who 1) attached symbolic or status value to upgrading, 2) perceived themselves to be software experts, or 3) found the upgraded software to be of great value relative to the cost of upgrading. Females showed a greater inclination to upgrade than males. Managerial implications of these findings for targeting, segmentation, positioning, and promotion are also discussed.

Additional information

Notes on contributors

Subodh Bhat

Subodh Bhat (Ph.D., University of Georgia) is an associate professor of marketing at San Francisco State University. His research interests are in product and brand management, and high tech marketing. He has published in the Journal of Marketing Research. He teaches Marketing Strategy, Marketing Management, and Marketing Research.

Richard Burkhard

Rich Burkhard (M.B.A. from San Francisco State University) is an analyst for Ericsson Corporation in Menlo Park, CA.

Kathleen A. O’Donnell

Kathleen A. O’Donnell (Ph.D., Kent State University) is an associate professor of marketing at San Francisco State University. Her research-interests are in advertising and consumer behavior. She teaches advertising and consumer behavior.

Daniel L. Wardlow

Daniel L. Wardlow (Ph.D., Michigan State University) is an associate professor of marketing at San Francisco State University. His research interests are in advertising effects and logistics. He is a co-author of the recent book “International Logistics,” and has published in the Journal of Macromarketing.