The concept of renting consumer products

The trend towards renting has been vastly increasing. This paper presents the central drivers to the concept of renting consumer products and examines the characteristics of renting product attributes and personal factors. The research links positioning strategy and target group conditions facing a successful translating of the concept of renting consumer products most important issues. The frameworks about product attributes and personal factors of the targeted respondent group of potential customers showed clear differentiation in which attributes should be attached to rented products, and addressed what personal factors are affecting the potential interest of rent or buy decision.