Tesis
Price is often used by consumers as a cue to infer the quality of a product, with higher prices generally signaling higher quality and vice versa. This paper examines the role of price as a quality cue in consumer decision-making, exploring how consumers use price to assess the value and quality of products in the absence of other information. Through an analysis of consumer perceptions and behavior, we investigate how price can act as a signal that influences expectations, satisfaction, and purchase intentions. The study highlights the importance of understanding the price-quality relationship in marketing strategies, suggesting that businesses can leverage pricing to shape consumer perceptions of product quality and enhance their overall value proposition. The findings underscore the psychological impact of pricing on consumer choices, revealing the significant role that price plays in shaping the perceived quality of products.
| Call Number | Location | Available |
|---|---|---|
| JM4205 | PSB lt.dasar - Pascasarjana | 1 |
| Penerbit | Chicago: American Marketing Association 2005 |
|---|---|
| Edisi | Vol. 42, No. 4 (Nov., 2005), pp. 401-405 |
| Subjek | Perceived quality Price Perception Price Sensitivity Quality perception Pricing strategies Quality Signaling |
| ISBN/ISSN | 0022-2437 |
| Klasifikasi | NONE |
| Deskripsi Fisik | 5 p. |
| Info Detail Spesifik | Journal of Marketing |
| Other Version/Related | Tidak tersedia versi lain |
| Lampiran Berkas |