Article2006

CONSUMER EVALUATIONS OF BEAUTIFICATION PRODUCTS: EFFECTS OF EXTRINSIC CUES

Md. Humayun Kabir Chowdhury · Nargis Parvin

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Consumer Behavior in Brand Consumption and Identification Consumer Behavior and Marketing Influence Consumer Perception and Purchasing Behavior

Abstract

This study investigates the influence of extrinsic cues, i.e. brand image, perceived price, perceived quality, and perceived country of origin on consumers' evaluative judgments for beautification products. Multi-item measures were used for data collection. Resultsrevealed that three extrinsic cues: brand image, perceived quality, and perceived country of origin have positive and significant influence on consumers' brand evaluation of beautification brands. Only perceived price has shown no such influence on consumers' brand evaluation. Finally, unanswered questions and future researchdirections are presented.

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References

1988Consumer Perceptions of Price, Quality, and Value: A Means-End Model and Synthesis of Evidence 1991Effects of Price, Brand, and Store Information on Buyers' Product Evaluations 1982Country-of-Origin Effects on Product Evaluations 1981Designing Research for Application 1975Situational Variables and Consumer Behavior 1992Matching Product Catgeory and Country Image Perceptions: A Framework for Managing Country-of-Origin Effects 2005Brands as Signals: A Cross-Country Validation Study 2000The Effects of Extrinsic Product Cues on Consumers' Perceptions of Quality, Sacrifice, and Value

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2018Influence of Perceived Value and Personal Values on Consumers Repurchase Intention of Natural Beauty Product 2016The Role of Extrinsic Product Cues in Consumers’ Preferences and Purchase Intentions: Mediating and Moderating Effects 2017The impacts of country of origin, price, and brand on consumer behavior toward cosmetics products: A review of Vietnam

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