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Factors That Influence Hearing Aid Purchase Intent

Factors That Influence Hearing Aid Purchase Intent

May 30, 2012 In the News

Kochkin (2012) reveals key factors that influence hearing aid purchase intent.  Kochkin’s report is based on a detailed seven-page questionnaire sent to 5,500 hearing aid non-adopters (all of whom had self-admitted hearing loss) with a response rate of 79 percent. Following in-depth analysis, Kochkin notes multiple points for consideration by hearing professionals and industry (abstracted here) based on the responses obtained from this group of non-adopters.  Almost half of all non-adopters have not their hearing tested in the last 10 years.  

Personal (i.e., out-of-pocket) financial considerations are major issues for the non-adopter.  Having a money-back guarantee is the top product feature sought by non-adopters and a 90-day trial period is desirable. Hearing aids that are more reliable and less costly to repair are desirable. Non-adopters identify the following perceived product features very high; no-feedback, comfort, the ability to control the volume and sound quality. The most important social influencer is the family physician and the least important is a celebrity wearing hearing aids.  Stigma associated with wearing hearing aids is the top psycho-social issue identified by non-adopters—and nearly invisible (and invisible) amplification solutions are effective and do influence non-adopters. Hearing soft sounds and hearing perfectly on the phone are important issues.  

For More Information, References, and Recommendations

Kochkin S. (2012) MarkeTrak VIII: The Key Influencing Factors in Hearing Aid Purchase Intent. Hearing Review, March:12–25.

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