Price and Brand Name As Indicators of Quality Dimensions for Consumer Durables (original) (raw)
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Price, brand name, and product composition characteristics as determinants of perceived quality
Journal of Applied Psychology, 1971
While price and brand image have both been found to be determiners of product quality perception, the potency of these two cues has never been directly compared. Moreover, those studies which found price to be a determiner of perceived quality manipulated only price information, without permitting actual composition characteristics to vary across brands. A 2X2X2X3 factorial experiment, using 136 adult male beer drinkers, and four test beers, examined the effects of price, composition differences, and brand image cues on the perception of beer quality. Price was found to serve as an indicant of product quality when it was the only cue available but not when embedded in a multicue setting. Brand image had a stronger effect upon quality perception, particularly for brands with strong positive images. In addition, it was found that neither price nor brand name had significant effects on perceived quality except when product composition characteristics were allowed to vary between product samples. Last, in contrast to earlier findings, the data suggest that beer drinkers possess at least some ability to distinguish among different brands of beer on the basis of composition (i.e., taste and aroma) cues alone.
Measuring quality from the consumer's perspective: A methodology and its application
International journal of production …, 1995
This paper provides a methodology for measuring (1) consumers' relative preference toward the different dimensions of a product's quality and (2) a product's quality relative to other competing brands. Both are measured from the consumers' perspective via their preference scores on various dimensions of quality, based on Garvin's framework (1988), and by regressing the preference scores on the price consumers are willing to pay for the product. The methodology is applied to a sample product from the apparel industry, using real customers. The following research questions are addressed in the study: (1) How can product quality be measured from the consumer's perspective? (2) What is the value of improving product quality? (3) Are all dimensions of quality for a given product of equal importance, or are some dimensions more important than others? The results of the study show that quality has a significant impact on consumers' perceived value and that some quality dimensions are of greater significance to consumers. 0925-5273/95/$09.50 0 1995 Elsevier Science B.V. All rights reserved SSDI 0925-5273(95)00027-5
Position of Price in Determinants of Quality of Products (Case Study)
Journal of Service Science and Management, 2015
Price plays a significant role in product quality in today communities, and consumers may not be aware of the quality and characteristics of the products they buy, despite of presence of distinctive products. They often are not able to compare different brands in terms of the quality. Although many studies on price-quality relationship support this common belief, some other studies indicate that this relationship depends on the specific type of the product, and overall presence of such relationship is less probable. Current work aims at investigating the relationship between product price and purchaser perception of the quality in durable, less durable and non-durable products in Kish Island's markets as a case study. Three selected products include: LED TV as a durable product, t-shirts as a semi-durable product, and toothpaste as a non-durable product. Research tool is a questionnaire and collected data are analyzed using SPSS V.19 software. Results of the research indicate that price is one of factors reflecting the quality. It was true about t-shirt more than two other products.
Perceived quality: a market driven and consumer oriented approach
Food quality and Preference, 1995
Quality is discussed in terms of perceived quality, a perception process that may have a different content for various persons, products and places. Several elements of an integrative model of the quality perception process are addressed. Quality cues can be intrinsic or extrinsic ...
Functional Measurement Analysis of Brand Equity: Does Brand Name affect Perceptions of Quality?
Psicológica: Revista de …, 2010
This research project used Functional Measurement to examine how the brand name of consumer products impacts intended purchasing decisions. Thirty undergraduate students tested actual products from three different product categories (crayons, tissues, and tortilla chips). Each product category consisted of three different brands; one with high brand value, one with medium, and one with low brand (generic) value. For each brand, there were five conditions: 1) the product with the correct brand name; 2) the product with a switched brand name; 3) the product with another switched brand name; 4) the product alone with no brand name; and 5) the brand name alone with no product. Participants were unaware that products had been switched. After trying each product, participants rated their likelihood to purchase on a 9-point Likert scale: 1 being "definitely would not buy" and 9 being "definitely would buy." Results revealed that perceptions of quality were dependent on both perceived product quality and brand name. Unexpectedly, results also showed that the strength of the brand equity effect is dependent on product type, e.g., chips showed the strongest brand effect. For most product categories, main effects and interactions were significant. Functional measurement analyses revealed that brand name effects were independent of product quality. In conclusion, the brand name associated with a product led people to evaluate quality of that product as either higher or lower depending on the strength of the brand name.
Effect of Branded Components on Consumer Perception of Quality and Brand Preference
Research Papers in Economics, 2013
The reason for conducting this study was to determine the effect of branded components on consumer perception of quality and brand preference. The continual determination of firms to survive and grow in a competitive market space has led marketers to gradually turn towards brand associations - a marketing approach that brings together a couple of different trademarks to work in partnership to market a product. The primary motivating factor for implementing this form of component branding, is it’s support to the primary brand to progress on facets such as distribution accessibility, assists in its differentiation from the products of other producers, and augments the capital of the primary brand by sending out a positive image to consumers of the combined product offering the individual benefits of each brand in one package. More recently, a vast majority of empirical studies which focus on such alliances and trademarked components have been conducted. In another study which sought a...
Product Quality Price and Image Brands Against Purchase Decisions
Journal of Industrial Engineering and Management
Changes in an increasingly fast world require companies to respond to changes that occur; the main problem facing companies today is how the company attracts customers to see and buy so that the company continues to grow. This goal will be achieved if a company wants to do marketing by participating in the UMKM bazaar or competitions so that the products offered are solidly known and can attract a consumer's purchase request. To get consumers willing to make purchases, entrepreneurs must develop strategic plans, including improving product quality, paying attention to product prices, and providing a good brand image. Hence, consumers feel confident about their products. Product to be purchased. This study analyzes product quality, price, and brand image buying batik at the Numansa Batik Kediri boutique. The technique used is probability sampling, and the number of samples obtained is 40 respondents. The data analysis tool used SPSS Version 22. The analysis results showed a posit...
Development of a multidimensional measure of perceived product quality
Journal of Quality Management, 1997
A measure of perceived product quality (i.e., the Perceived Product Quality Measure or PPQM) was developed that had scales for measuring four general dimensions of quality, i.e., flawlessness, durability, appearance, and distinctiveness. Results of two studies (preliminary and main) showed support for the reliability and validity of the PPQM. Results of analyses of data from the main, experimental study showed that: (1) the PPQM scales had fairly high levels of internal consistency;
Benchmarking consumer perceptions of product quality with price: An exploration
Psychology & Marketing, 1996
This empirical study illustrates an extension of the magnitude estimation measurement procedure, coupled with a repeated-measures design, to assess a consumer's perceptual link between product quality and price. Respondents rated 14 competitive chocolate candy bars, with a given average price of 50¢, on two separate sensory measures to evaluate quality and price. The results indicate that consumer judgments about product quality influence the price they are willing to pay. These findings support the validity of the magnitude estimation procedure for product quality and price assessments, providing marketing management with a standardized benchmark to compare competitive products. Extending this experimental methodology to small groups provides an inexpensive approach for marketers to quantify otherwise qualitative focus-group investigations. © 1996 John Wiley & Sons, Inc.
Journal of Product Innovation Management, 2017
Consumers often purchase consumer durables without using these products beforehand. Product appearance is then one of the factors that consumers use to form inferences about the experience and credence attributes of consumer durables. For companies, it is important to successfully manage these inference processes of consumers to create a competitive advantage. However, a comprehensive understanding of the relationships between product appearance and the inferences about products' experience and credence attributes is lacking. This research provides empirically based, generalizable guidelines to assist companies with selecting the product appearance of consumer durables to trigger strategically valued experience and credence attributes. An empirical analysis of 120 consumer durables, belonging to four product categories on 31 design characteristics identifies five design dimensions (i.e., harmony, novelty, natural, weight, compressed) that differentiate product appearances of consumer durables. Furthermore, the findings show that these design dimensions relate to perceptions of performance quality, ease of use, and technological advancement. Specifically, product appearances that score high on harmony, neutral on novelty, and somewhat above neutral on weight trigger the most positive performance quality perceptions. Product appearances that score high on natural, low on novelty, and neutral on compressed trigger the most positive ease of use perceptions. Novel and nonnatural appearances prompt positive inferences about technological advancement. These findings are integrated into a discussion of the managerial implications and the potential avenues for future research on product appearance. Practioner Points Consumers use product appearance as a factor to form inferences about the experience and credence attributes of consumer durables. Product appearances of consumer durables can be summarized with the design dimensions: harmony, novelty, natural, weight, and compressed. To select product appearances that trigger strategically valued experience and credence attributes, companies should use the presented empirically based, generalizable guidelines.