Investigating the Impact of Features and Price Sensitivity on Consumer Preferences for VR Headsets

Abstract

This study explores the impact of product features and price sensitivity on consumer preferences for virtual reality (VR) headsets.  As VR technology continues to evolve, understanding the factors that drive consumer purchasing decisions is essential for manufacturers and marketers.  The research aims to identify the most valued features of VR headsets, analyze the degree of price sensitivity among consumers, and provide insights into general purchasing behavior in the VR market. To achieve these objectives, a quantitative research approach was employed, utilizing an online survey distributed via Google Forms.  The survey received over 100 responses from participants with varying levels of familiarity and experience with VR technology. The collected data were analyzed using statistical methods, including descriptive statistics to summarize consumer demographics and preferences, factor analysis to identify key feature groupings, and regression analysis to determine the influence of features and price sensitivity on purchase decisions.  Additionally, reliability and validity tests were conducted using SPSS software to ensure the accuracy and consistency of the findings. The study’s findings provide valuable insights into consumer priorities when selecting a VR headset.  Key features such as display resolution, field of view, refresh rate, comfort, and compatibility with different platforms were identified as significant factors influencing consumer preference.  Additionally, the study examines how price sensitivity affects consumer willingness to purchase different models, ranging from budget-friendly options to premium headsets with advanced capabilities. The results of this research offer practical implications for VR headset manufacturers and marketers.  By understanding which features consumers prioritize and how price impacts purchasing decisions, companies can optimize product development, pricing strategies, and marketing approaches to align with consumer expectations.  Furthermore, the study highlights the importance of balancing feature-rich designs with competitive pricing to appeal to a broader market. For future research, further investigation into demographic and psychological factors influencing VR adoption could enhance the understanding of consumer behavior.  Additionally, longitudinal studies could track how consumer preferences evolve over time as VR technology advances and becomes more mainstream.

 Ultimately, this study contributes to the growing body of research on VR consumer behavior by providing data-driven insights that can support industry stakeholders in making informed strategic decisions.