Marketing Analysis : Price And Brand Image

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In these modern days, consumers are bombarded with brands and advertising from different companies and they have a lot more options when it comes to purchasing a product. They usually rely on both intrinsic and extrinsic cues to solve their problem regarding to the quality of products. Consumers have to make their purchasing decision under various uncertainties and circumstances regarding to the product itself and its attributes as Cox (1962, p. 413) stated that ‘consumer 's task in evaluating a product is to use cues from the array as the basis for making judgments about the product’. Marketers always try their best to fulfill the needs and wants of customers with positive, motivating values and association and the most obvious way is…show more content…
The definition of objective quality has been developed into different concepts such as product-based quality and manufacturing-based quality (Garvin, 1983). However, these concepts are all based on perception too so there is no standard which can be called the objective quality standard, it is just whether these specifications meet the managers’ requirements or not and that is when the gap between consumers’ perception and marketers’ appears. For example, when being asked about the quality perception of consumers, managers would answer performance, craftsmanship and other components that related to technical requirements, yet consumers listed different type of components that related to appearance or durability. On the contrary, perceived quality affects consumers’ satisfaction which leads to consumers’ behavioral intention as Bitner (1990) suggested that perceived quality can be similar to consumer’s attitude or ‘a form of overall evaluation of a product’ (Olshavsky, 1985) and behavioral intention is a logical consequence of attitudes. When it comes to judging a product, consumers usually go through the analyzing stages about the information and benefit of the product. Therefore the ‘Grey benefit chain’ developed by Feigin and Young (1975) and the mean-ends chain concept are used to examine the cognitive structure of consumers, which consists of four levels: Product, functional

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