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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.
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Bhat et al. (1998) studied this question.
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