The Overall Review of Perceived Quality Determinants: Which are the Most Significant Indicators?
Keywords:
most significant indicators, perceived quality, customers, consumers
Abstract
The paper seeks to discover the most significant indicators or determinants that influence the perceived quality. In this comprehensive paper, past research findings are used to support the significance of each indicator. Six indicators, including price, brand image, familiarity, package size, brand origin, and self-image congruence are examined as follows. The importance of these indicators is compared based on previous or contemporary findings. Present article contributes not only to marketers, but also customers. It allows the marketers to focus on the most significant indicators in targeting consumer perceived quality. On the other side, it raises the awareness in the consumers that they should avoid deceived by their own thoughts of perceived quality. In this paper, the objective is clearly defined. Next, the major findings are cited and some arguments are discussed. Lastly, the conclusion of the article is indicated. The conclusion reveals that brand image and familiarity are to be the most significant indicators, following by brand origin as the moderate significant indicator. The remaining three indicators, price, package size and self-image congruence are concluded as the least significant indicators of perceived quality. Finally, more future research in exploring the most significant indicators is required to carry out with addition of more indicators.
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2014-12-06
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