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| Author: | Padmanabhan, V. |
| Title: | Usage heterogeneity and extended warranties |
| Journal: | Journal of Economics & Management Strategy
1995 : SPRING, VOL. 4:1, p. 33-53 |
| Index terms: | MARKETING SEGMENTATION CONSUMER DURABLES |
| Language: | eng |
| Abstract: | The role of product warranty in segmentation of consumer durable product markets is highlighted. The author demonstrates that consumer moral hazard and heterogeneity in product usage create variation in the valuation of product warranties by the different segments in market. In this context, the firm, by offering a self-selecting menu of base warranty and extended warranties , satisfies the warranty demands of the various segments of the population. |
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