Anushka Kothari

Anushka Kothari is a master's student at Saarland University, currently pursuing a degree in Data Science and Artificial Intelligence. She has a strong interest in both technology and consumer behaviour.

Therefore, for her research she aims at combining her academic expertise in data science with her passion for understanding market dynamics. That is using the statistical technique commonly known as Choice-based Conjoint (CBC), she will be surveying the early majority and late majority population of the market. Through this quantitative research method, she hopes to analyse which attributes play a major role in consumer decision making when it comes to XR headsets. Additionally, she also aims at understanding their preferences and willingness to pay.

The findings of this study were quite clear and compelling in giving insights into consumer preferences, particularly in relation to the perceived value and significance of attributes associated with XR headsets. Notably, the results revealed that price plays a pivotal role in influencing consumer purchase decisions, regardless of the category of consumers (i.e., early adopters, early majority and late majority). 

This research provides businesses with a  valuable direction for creating a more user focused XR product that meets consumer preferences. Addressing these preferences not only enhances user satisfaction but can also lead to increased sales and profitability. To achieve this, the results show that it is crucial to focus on areas like competitive pricing, extended wear time and enhanced visual quality. 

Furthermore, this study lays a strong foundation for more targeted investigations into specific consumer segments or product attributes. Future research could delve deeper into the relationship between income levels and purchasing behaviour, consumer preferences of technical attributes, and other areas that can lead to a more focused product development and beneficial marketing strategies.