eThesis - Kauppakorkeakoulun sähköiset gradut

Research objectives

The purpose of this master thesis is to study the timing and the determinants affecting the replacement purchase of consumer durables. Additionally, the aim is to examine if these determinants can be generalized in the field of sport goods.

Methodology

The thesis consists of a literature review and the empirical part concentrates on examining the ownership duration of sport watches and the determinants affecting the replacement purchase of the second sport watch. The empirical findings are presented by applying a duration model and a competing risks model to a dataset of 2729 sport watch users during 2012 to 2015.

Research findings

The main findings of the thesis are that women, younger people, product attributes and the high frequent use of the sport watch induce the replacement purchase of the second sport watch. The determinants of the analysis are in some extent consistent with the replacement patterns predicted previously in the literature.