Eureka! Institutional Repository

This paper focuses on the specific features of high tech products which might cause difficulties for high tech firms in winning the market. This necessitates the identification of that problems faced by high tech producers. The purpose of the research is to find out which are the main difficulties that consumers experience using high technology products and what is the optimal time space between the current and modified version’s appearance from the point of view of ordinary customers. Moreover, this study attempted to find out the gap between perceived and expected quality of the mentioned products. Personal interviews conducted with young people from Greece provided data to investigate mentioned problems using two high tech products i.e. smart phones and laptops. It was found that the majority of respondentsthe majority of respondents change their smart phones every 2-3 years, but expect for new version to appear in about a year and less. It was also discovered that the majority of respondents experience difficulties with the features of the products, especially with big variety of functions and complicated technical characteristics. The findings may also indicate that there are both positive and negative gaps between expected and perceived quality of the products, but the distance between them is still short.