The importance of product warranty in product evaluations: case of durable goods

Résumé

Generally considered as an additional sales argument and a means of enhancing a product’s value proposition; offering long-term product warranties is now regarded by some as an additional burden on companies and an element consumers no longer attach importance to. This paper elucidates to which extent Lebanese consumers consider product warranty as a determining factor when considering a durable good purchase. Its findings are based on the results of a consumer survey which takes as example a white goods purchase. And hence aims at enabling companies to decide on whether to invest in order to offer their customers extended warranty or rely on other factors as a means of attracting them.