Advertisement

Journal of the Academy of Marketing Science

, Volume 4, Issue 4, pp 722–730 | Cite as

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

  • Barry Render
  • Thomas S. O'Connor
Article

Abstract

The relationship between product price and perceived product quality has been developed extensively in the literature. Less work has been done to investigate the possible effects of other variables in combination with price as perceived-quality influentials. This paper examines the effect on perceived product quality of price, brand name and store name. The results tend to confirm the hypothesis that consumer quality perception is dependent on a combination of controllable marketing attributes, but that not all classes of products are subject to the same type of interaction.

Keywords

Brand Image Store Image Consumer Credit Price Consciousness Perceive Product Quality 
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.

Preview

Unable to display preview. Download preview PDF.

Unable to display preview. Download preview PDF.

References

  1. (1).
    Andrews, I. Robert, and Enzo R. Valenzi, “The Relationship between Price and Blind-Rated Quality for Margarines and Butters,” Journal of Marketing Research, 7 (August 1970), 393–5.CrossRefGoogle Scholar
  2. (2).
    Andrews, I. Robert, and Enzo R. Valenzi, “Combining Price, Brand, and Store Cues to Form an Impression of Product Quality,” Proceedings of the American Psychological Association, 79th Annual Convention, 1971.Google Scholar
  3. (3).
    Bedeian, Arthur G., “Consumer Perception of Price as an Indicator of Product-Quality,” MSU Business Topics, (Summer 1971), p. 59–65.Google Scholar
  4. (4).
    French, Norman D., John J. Williams and William A. Chance, “A Shopping Experiment on Price-Quality Relationships,” Journal of Retailing, 48 (Fall 1972), pp. 3–7.Google Scholar
  5. (5).
    Gabor, Andre, and Granger, C., “On the Price Consciousness of Consumers,” Applied Statistics, 10 (November 1961), pp. 170–88.CrossRefGoogle Scholar
  6. (6).
    Gardner, David M., “Is There a Generalized Price-Quality Relationship?,” Journal of Marketing Research, 8 (May 1971), pp. 241–3.CrossRefGoogle Scholar
  7. (7).
    Gardner, David M., “An Experimental Investigation of the Price-Quality Relationship,” Journal of Retailing, 46 (Fall 1970), pp. 25–39.Google Scholar
  8. (8).
    Jacoby, Jacob, Jerry C. Olson, and Rafael A. Haddock, “Price, Brand Name, and Product Composition Characteristics as Determinants of Perceived Quality,” Journal of Applied Psychology, 55 (1971), pp. 570–579.CrossRefGoogle Scholar
  9. (9).
    Lambert, Zarrel V., “Product Perception: An Important Variable in Price Strategy,” Journal of Marketing, 34 (October 1969), pp. 456–58.Google Scholar
  10. (10).
    Stafford, James E., and Ben M. Eins, “The Price-Quality Relationship: An Extension,” Journal of Marketing Research, 6 (November 1969), pp. 456–58.CrossRefGoogle Scholar
  11. (11).
    Valenzi, E. R., and I. R. Andrews, “Effect of Price Information on Product Quality Ratings,” Journal of Applied Psychology, 55 (1971), pp. 87–91.CrossRefGoogle Scholar

Copyright information

© The Academy of Marketing Science 1975

Authors and Affiliations

  • Barry Render
    • 1
  • Thomas S. O'Connor
    • 1
  1. 1.University of New OrleansNew OrleansUSA

Personalised recommendations