Article1981

Determinants of Price Dependency: Personal and Perceptual Factors

70 citations0/0 files storedJournal of Consumer Research

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Consumer Market Behavior and Pricing Consumer Behavior and Marketing Influence Consumer Behavior in Brand Consumption and Identification

Abstract

Using a conjoint measurement approach to elicit part-worths of five different quality cues (including price), this study shows that reliance on price for product/brand quality varies across subgroups. It was found that extent of cue utilization depends on an individual's perception of the product quality concept. Price was used primarily to assist in predicting the economic performance of a product/brand.

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References

1971Conjoint Measurement for Quantifying Judgmental Data 1962Orthogonal Main-Effect Plans for Asymmetrical Factorial Experiments 1975A Comparative Analysis of Three Consumer Decision Strategies 1971Price, brand name, and product composition characteristics as determinants of perceived quality.1965Analysis of Factorial Experiments by Estimating Monotone Transformations of the Data 1973Multiattribute decisions in marketing : a measurement approach 1975Factors Affecting Cognitive Resistance to Advertising 1971Is There a Generalized Price-Quality Relationship?

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