Consumers' Perception Of Quality And The Effect Of Race, Sex, Marital Status, And Income Level On Perception Of Quality
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Date
1996
Authors
Kathiravelu, Manoharan
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Abstract
Quality is a difficult term to define. To many people it means different
things and how each one of them perceive this term in their purchasing
decision is an interesting study to undertake.
To marketers, advertisers and companies an understanding of the
enigma quality is an important tool in their strategic planning process.
Empirical studies have shown that firms which use 'quality' as their
strategic planning focus have often ended up with bigger and better
market share than others. Their profits go up as their cost go down.
In this study certain attributes which define quality, and 3 distinct
product categories have been selected. Respondents' perception on the
importance of these terms and the concept quality in these purchase
decision were elicited.
It was found that there are differences in how the consumer perceive
quality and these differences become pronounced when sex, marital
status, income level, ethnic grouping are taken into account.
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Keywords
Management , Consumer behaviour