The influence of price, store name, and brand name on perception of product quality

Render, Barry; O'Connor, Thomas S.

doi:10.1007/bf02729832

Cited by 52 publications

(27 citation statements)

References 7 publications

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“…However, price was clearly the dominant quality cue. A somewhat similar result was obtained by Render and O'Connor (1976) in whose study price was the most important quality cue. Store name was of small and brand name was of negligible importance.…”

Section: Price and Brand Namesupporting

confidence: 84%

Product Quality: An Investigation into the Concept and How It Is Perceived by Consumers

Sujan¹,

Steenkamp²

1991

Journal of Marketing

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Conclusions 236Part IV Summary and Conclusions 239 Summary and Conclusions 241References 251 Subject index 272Samenvatting 274Curriculum Vitae 281 XI INTRODUCTIONThe issue of product quality has come to the forefront in Europe and the United States. The strategic importance of product quality is acknowledged at the macro level as well as at the micro level in Western societies. At the macro level, product quality has been identified as a key variable in determining 'national' competitiveness (i.e., competitiveness of a nation as a whole, as distinct from the competitiveness of individual firms). To mention a few examples, Naisbitt (1982) in his book Megatrends attributes the decline of American competitiveness to high quality of foreign products and the relative lack of emphasis on quality by U.S. firms and managers. Naisbitt's opinion is shared by scholars such as Leonard and Sasser (1982), Garvin (1983Garvin ( ,1984b, and Takeuchi and Quelch (1983), and by many business people and politicians (Harvard Business Review 1987). Kennedy (1987) in his bookThe Rise and Fall of the Great Powers identifies the strong commitment to quality as one of the major causes of the 'Japanese miracle'. He predicts that the economic power of Japan will increase further in the next decades, and expects that high product quality will continue to be a major underlying cause of this trend. The competitive strength of the Federal Republic of Germany has also been traced to the quality of its products (Limprecht and Hayes 1982). A recent report of the Dutch Scientific Council on Government Policy has identified product quality as a key factor determining future growth in Dutch exports and GNP (WRR 1987). National quality programs have been developed in such countries as the USA, Belgium, the Netherlands, Sweden, United Kingdom, and France. At the micro level, product quality has been identified as an important variable for consumers as well as producers. It has been argued that the search for quality is the most important consumer trend of the 1980s (Rabin 1983). Consumers are now demanding higher quality than ever before , and are willing to pay more for better products (Sloan et al. 1984, Folkers 1986, Steenkamp and Van Trijp 1989a).In line with the importance consumers attach to product quality, managers today accord quality its place on the list of paramount strategic issues. In many markets, quality competition has supplanted price competition. Regardless of type of industry, size of the company, and type of manufacturing process, quality has become an essential element of competitive strategy (Wolff 1986).Companies are increasingly making adjustments in product designs, manufacturing processes, and marketing strategies to improve product quality. Frequently, improving quality may even determine whether a company survives in the marketplace. Porter (1980) posits that superior quality is an effective product differentiation strategy to create customer loyalty, to lower price elasticity, and to present 1 barriers to competition. Pe...

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Section: Price and Brand Namesupporting

confidence: 84%

Product Quality: An Investigation into the Concept and How It Is Perceived by Consumers

Sujan¹,

Steenkamp²

1991

Journal of Marketing

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“…Three studies have examined these attributes as a set (Andrews & Valenzi, 1971;Dodds, Monroe, & Grewal, 1991;Render & O'Connor, 1976), and all have reported treatment effects on perceived product quality. Rao and Monroe (1989) conducted a meta-analysis of 36 studies in which some or all of these three cues were found.…”

Section: Extrinsic Cue Utilizationmentioning

confidence: 99%

Consumer knowledge measures as predictors in product evaluation

Cordell

1997

Psychol. Mark.

124

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An experiment was conducted to test whether measures of consumer knowledge predict utilization of extrinsic product cues and willingness to pay for a product. Consumers have been shown to value some extrinsic cues more than others, and this study shows that knowledge measures moderate the evaluation of some extrinsic cues. Compared to measures of familiarity and subjective expertise, objective expertise is found to be a more efficient predictor of product evaluation and to be more consistent in valuing extrinsic cues in accordance with their diagnostic utility. © 1997 John Wiley & Sons, Inc.

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“…We wished to avoid well known brands in the experiments since respondents may already have gained experiences towards such brands and may therefore 'know' the performance of the products in advance (Andrews & Valenzi, 1971;Render & O'Connor, 1976;Dodds, 1991). (2) The products should differ in terms of their perceived 'luxuriousness' to take into account the possible effect of the food product chosen on emotion.…”

Section: Designmentioning

confidence: 99%

Consumer Decision Making

Teare¹,

Mazanec²,

Crawford-Welch³

et al. 2015

The Why of the Buy

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In the consumer behaviour literature several perspectives on consumer decision making have been considered, including the 'value perspective', the 'information processing perspective', the 'emotional perspective', and 'cue utilization theory'. In this paper, a framework which integrates several perspectives on consumer decision making and which hypothesizes possible links between several basic constructs is developed. The framework is tested by the use of two experimental designs. The results of this study support the complexity of consumer decision making: (A) Consumers do not use their cognitive and affective skills independently, rather they affect each other; (B) the cognitive, evaluative constructs of quality and attitude had significant direct effects on buying intention in both experiments, whereas the affective construct of emotion had no significant effects on buying intention in both experiments; (C) price affected in both experiments perceived quality, which in turn affected attitude, which in turn affected buying intention. At the same time, price had no direct effect on buying intention.

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The influence of price, store name, and brand name on perception of product quality

Cited by 52 publications

References 7 publications

Product Quality: An Investigation into the Concept and How It Is Perceived by Consumers

Product Quality: An Investigation into the Concept and How It Is Perceived by Consumers

Consumer knowledge measures as predictors in product evaluation

Consumer Decision Making

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