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Consumer perceptions of product variants positioned on atypical attributes

Ratneshwar, S. - ; Desai, Kalpesh Kaushik - ;

How consumers perceive new product variants that are positioned on atypical attributes is discussed. The joint effects of 3 factors - brand familiarity, retail shelf display, and consumer goal orientation - are investigated. The study focuses on snack foods positioned on the atypical attribute of low fat. There are 3 main findings: 1. Although high - vs. low - brand familiarity causes relatively favorable perceptions on the positioning attribute, it also creates sufficiently favorable perceptions on another determinant attribute, product taste, resulting in a net positive effect for brand equity on purchase likelihood. 2. Goal-based vs. taxonomic shelf display - placement with health foods vs. regular snack foods - results in relatively negative perceptions on the positioning attribute, yet more favorable buying intentions. 3. More - vs. less - health-oriented consumers rate such product variants less favorably on fat content but more favorably on product taste; the former segment is also more likely to buy such product variants.Printed Journal


Ketersediaan

Call NumberLocationAvailable
PSB lt.dasar - Pascasarjana1
Penerbit: Academy of Marketing Science
Edisi-
SubjekConsumer behavior
Brand equity
Statistical analysis
Perceptions
Product differentiation
studies
Snack foods
ISBN/ISSN920703
Klasifikasi-
Deskripsi Fisik-
Info Detail Spesifik-
Other Version/RelatedTidak tersedia versi lain
Lampiran BerkasTidak Ada Data

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