- Log In/Sign Up
- E-ISSN2288-2766
- KCI
E-ISSN : 2288-2766
Influence of Perceived Quality, Price, Risk, and Brand Image on Perceived Value for Smartphone’s Consumers in a Developing Country
Kim, Gyubae (Daejoen University)
Abstract
Purpose - investigate the major determinants of consumer decision making for smartphone’s consumers in a developing country in Africa especially in Gabon. Analysis of Perceived Quality, Perceived Price, Perceived Risk, Brand Image, Perceived Value, and Purchase Intention. Research design, data, and methodology - In order to proceed the empirical research, online survey was done via email and social media network and data was collected from 289 random respondent. Therefore, to assess the reliability, the validity and test hypothesis Statistical Package for Social Sciences (SPSS) version 21 was used. Results - After data collection and analysis, results have proved that brand image, perceived price does influence perceived quality, and perceived quality negatively influence perceived risk. The results also shows perceived risk along with brand image, perceived price and quality could not influence perceived value. The findings also indicate that perceived value slightly influence purchase intentions. Conclusions - The results of the study show that it is essential to develop an understanding of value in the purchasing process. This study should also provide a glimpse to both marketers and manufacturers about consumers’ perceptions towards smartphones.
- keywords
- Smartphone, Perceived Quality, Perceived Price, Perceived Risk, Brand Image, Perceived Value, Purchase Intention.
Reference
Aaker, D. A. (1991). Managing Brand Equity. New York: The Free Press.
Aaker, D. A. (1996). Measuring brand equity across products and markets. California Management Review, 38(3), 102-120.
Aaker, D. A. (1996). Building Strong Brands. New York: The Free Press.
Agarwal, S. & Teas, R. K. (2001). Perceived value: Mediating role of perceived risk. Journal of Marketing Theory and Practice, 9(4), 1-14.
Agarwal, S. & Teas, R. K. (2011). Determinants of willingness to purchase organic food: An exploratory study using structural equation modeling. International food and Agribusiness management review, 14(2), 103-120.
Aghekyan-Simonian, M., Forsythe, S., Kwon, W.S., & Chattaraman, V. (2012). The role of product brand image and online store image on perceived risks and online purchase intentions for apparel. Journal of Retailing and Consumer Services, 19(3), 12-24.
Bei, L. T., & Chioa, Y. C. (2001). An integrated model for the effect of perceived product, perceived service quality, and perceived price fairness on consumer satisfaction and loyalty. Journal of consumer satisfaction and dissatisfaction and complaining behavior, 14(1), 126-140.
Blackwell, R. D., Miniard, P. W., & Engel, J. F. (2003). Consumer Behavior. Chicago: Dryden Press
Burmann, C., Schaefer, K., & Maloney, P. (2008). Industry image: Its impact on the brand image of potential employees. Journal of Brand Management, 16(3), 159-176.
Bruwer, J., & Fong, M. (2013). Perceived risk, risk-reduction strategies (RRS) and consumption occasions. Asia pacific- Journal of marketing and logistics, 25(3), 369-390.
Chang, H., & Wang W. (2011). The moderating effect of customer perceived value on online shopping behavior. Online Information Review, 35(3), 333-359.
Cox, D.F., & Rich, S.U. (1967). Perceived risk and consumer decision-making — the case of telephone shopping. Journal of Marketing Research, 1(4), 9–32.
Diallo, F. (2012). Effects of store image and store brand price-image on store brand purchase intention: Application to an emerging market. Journal of Retailing and Consumer Services, 19(3), 360–367.
Dodds, W. B., Monroe, K. B., & Grewal, D. (1991). Effects of price, brand, and store information on buyers' product evaluations. Journal of Marketing Research, 28(3), 307-319.
Dowling R, Staelin R. (1994). A model of perceived risk and intended risk-handling activity. Journal of Consumer Research, 21(1),119–134.
Gulzar, A., Sohail F. B., & Anwar A. (2011). Impact of brand image, trust, and effect on consumer brand extension attitude: the mediating role of brand loyalty. International Journal of Economics and Management Sciences, 1(5), 73-79.
Ha-Brookshire, F., & Yoon, S. (2012). Country of origin factors influencing us consumers perceived price for multinational products. Journal of consumer marketing, 29(6), 15-27.
Ho, Y. (2007). A study of consumers’ purchase intentions toward retail store brands in the food sector. Ming Chuan, Taiwan: Thesis for Master in Ming Chuan University.
Holbrook, B., & Corfman, P. (1985). Quality and value in the consumption experience: “Phaedrus rides again”, in J. Jacoby, & J.C. Olson, Perceived Quality: How Consumers View and Merchandise (pp.31-57). Lexington, MA: Lexington Books.
Hsieh, A. T., & Li, C. K. (2008). The moderating effect of brand image on public relations perception and customer loyalty. Marketing Intelligence Planning, 26(1), 26-42.
Hsu, Y. (2000). The impact of brand awareness, reference price, product knowledge and product characteristics on brand evaluation and consumers’ purchase intention. Cheng Kung, Taiwan: Thesis for Master in National Cheng Kung University.
Iversen N, & Hem E. (2007). Provenance associations as core values of place umbrella brands. European Journal of Marketing, 42(5/6), 603-626.
Jacoby, J., Olson, J., & Haddock, R. (1971). Price, brand name, and product composition characteristics as determinants of perceived quality. Journal of Applied Psychology, 55(6), 570-579.
Jacoby, J., & Kaplan, L. B. (1972), The components of perceived risk. Proceedings of the 3rd Annual Conference of the Association for Consumer Research (pp.382-393), Iowa City, USA.
Kamins, A., & Marks, J. (1991). The perception of kosher as a third party certification claim in advertising for familiar and unfamiliar Brands. Journal of the Academy of Marketing Science, 19(3), 177-185.
Keller, L. (1993). Conceptualizing, measuring and managing customer based brand equity. Journal of Marketing, 57(1), 1-22.
Keller, L. (2003). Strategic brand management: Building, measuring, and managing brand equity (2nd Ed)., New Jersey: Prentice Hall.
Lambert, Z. V. (1972). Price and Choice Behavior. Journal of Marketing Research, 9(1), 35-40.
Leavitt, H. J. (1954). A Note on Some Experimental Findings about the Meaning of Price. Journal of Business, 27(3), 205-10.
Le, N. H., & Nguyen, T. (2013). National identity and the perceived values of foreign products with local Brands. Asia pacific Journal of marketing and logistic, 25(5), 765-783.
Lee, H. M., Lee, C. C., & Wu, C. C. (2009). Brand image strategy affects brand equity after M&A. European Journal of Marketing, 45(7/8), 1091-1111.
Lim, N. (2003). Consumers’ Perceived Risk Sources Versus Consequences. Electronic Commerce Research and Applications, 2(1), 216-228.
McConnell, J. D. (1968). The Price-Quality Relationship in an Experimental setting. Journal of Marketing Research, 5(3), 331-4.
Monroe, K. B. (1973), Buyers’ Subjective Perceptions of Price. Journal of Marketing Research, 10(1), 70-80.
Nguyen, T. (2013). National identity and the perceived values of foreign products with local brands. Asia pacific Journal of marketing and logistic, 25(5), 765-783.
Oxoby, R. J., & Finnigan, H. (2007). Developing heuristic-based quality judgments: blocking in consumer Choice. Psychology & Marketing, 24(4), 295–313.
Parasuraman, A., & Grewal, D. (2000), The Impact of Technology on the Quality-Value-Loyalty Chain: A Research Agenda. Journal of the Academy of Marketing Science, 28(1), 168-170.
Rao, A.R., & Monroe, K.B. (1988). The Moderating Effect of Prior Knowledge on Cue Utilization in Product Evaluations. Journal of Consumer Research, Vol. 15, pp. 253-64.
Rao, A.R., & Monroe, K.B. (1989). The effect of price, brand name, and store name on buyers' perceptions of product quality: An integrative review. Journal of Marketing Research, 26(3), 351-357.
Roy, D., & Banerjee, S. (2007). Caring strategy for integration of brand identity with brand image. International Journal of Commerce and Management, 17(1/2), 140-148.
Ryu, K., Han, H., & Kim, T. H. (2008). The relationships among overall quick-causal restaurant image, perceived value, customer satisfaction, and behavioral intentions. International Journal of Hospitality Management, 27(3), 459-469.
Schiffman G., & Kanuk L. (2007). Consumer Behavior (9th ed). New Jersey: Prentice Hall.
Snoj, B. (2004). The relationships among perceived quality, perceived risk and perceived product value. Journal of product & Brand Management, 13(3), 156-167.
Snoj, B. (2007). Direct and indirect effects of perceived price on perceived value of mobile phones. Economics and Business, Marketing, 62(9), 967-989.
Stone, R. N., & Grønhaug, K. (1993). Perceived risk: Further considerations for the marketing discipline. European Journal of Marketing, 27(3), 39-50.
Sweeney, J. C., Soutar, G. N., & Johnson, L. W. (1999). The role of perceived risk in the quality-value relationship: A study in a retail environment. Journal of Retailing, 75(1), 77-105.
Taylor, J. W., Mark, J. (1974). The role of risk in consumer behavior. Journal of Marketing, 38(2), 54-60.
Teas, K., & Agarwal, D. (2000). The effect of extrinsic product cues on consumer’s perceptions of quality, sacrifice and value. Journal of the Academy of Marketing Science, 28(2), 278-290.
Valenzi, E., & Larry E. (1973). Effects of Price Information, Composition Differences, Expertise, and Rating Scales on Product Quality Rating. Proceedings of the Annual Convention of the American Psychological Association (pp.835-836). Montreal, Canada: APA.
Voss, G. B., Parasuraman, A., & Grewal, D. (1998). The role of price, performance, and expectations in determining satisfactions in service exchange. Journal of Marketing, 62(4), pp. 46-61.
Wu, J. H., Lin, Y. C., & Hsu, F. S. (2011). An empirical analysis of synthesizing the effects of service quality, perceived value, corporate image and customer satisfaction on behavioral intentions in the transport industry: A case of Taiwan high-speed rail. Innovative Marketing, 7(3), 83-100.
Zeithaml, A., Berry, L., & Parasuraman, A. (1988). Communication and control processes in the delivery of service quality. Journal of Marketing, 52(2), 35-48.
Zeithaml, A., Berry, L., & Parasuraman, A. (1988), Consumer perceptions of price, quality, and value: a means-end model and synthesis of evidence. Journal of Marketing, 52(2), 1-22.
- Downloaded
- Viewed
- 0KCI Citations
- 0WOS Citations
