The conceptualization and measurement of product usage

S. Ram, Hyung Shik Jung

Research output: Contribution to journalArticlepeer-review

49 Scopus citations


The purpose of this research is to identify the key conceptual dimensions of product usage, and to develop reliable and valid measures of product usage. Two different methods (a self-report questionnaire and a diary study), two samples, and four consumer durables have been used to develop the measures of usage. The results suggest that usage frequency and usage variety are two critical dimensions of product usage, and that the measures developed in this study for each dimension have high convergent and discriminant validity. The study highlights the importance of investigating usage in the post-purchase context, and helps to identify issues for future research.

Original languageEnglish (US)
Pages (from-to)67-76
Number of pages10
JournalJournal of the Academy of Marketing Science
Issue number1
StatePublished - Dec 1990

ASJC Scopus subject areas

  • Business and International Management
  • Economics and Econometrics
  • Marketing


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