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2005 | nr 686 | 93--109
Tytuł artykułu

Wykorzystanie ceny w ocenie jakości produktu

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Treść / Zawartość
Warianty tytułu
Using Price in the Evaluation of Product Quality
Języki publikacji
PL
Abstrakty
W opracowaniu przeanalizowano uwarunkowania wykorzystania ceny w charakterze źródła informacji o jakości produktu przez producenta i konsumenta. W artykule wykorzystano wyniki badań zachodnich , głównie amerykańskich.
EN
Making consumer decisions is becoming increasingly difficult due to the increasing number of incentives influencing the buyer. Both an excess of potentially unreliable information as well as lack of information force consumers to use simplified rules to make decisions. Purchasers seek reliable and simple hints based upon which they can quickly and cheaply make the right decision. One of these potential hints used to evaluate product quality is price. Producer knowledge that the purchaser uses price as an indicator of quality may encourage them to manipulate prices in order to induce the desired reaction. Signalling theory refers to two completely different mechanisms of using price to influence buyers. The first involves setting a high price as an indicator of high quality. This mechanism encourages decision-making according to the rule "whatever is expensive is also good." On the other hand, the second mechanism involves the application of glaringly low prices in order to give the impression of involvement and thereby demonstrating to the consumer the conviction that the product is of high quality. Only producers of high quality, sure of the success of their product, the logic goes, can see the benefit of incurring short-term losses. The correlations between "objective" quality and price found by various authors are similar and support the conclusion that this correlation is weak on average and depends on the type of product. Price and quality are positively correlated but at the level of specific product categories over specific periods. Resorting to price to determine quality is on average a poor rule for decision-making. Due to the large differences in the examined products, relationships between price and quality cannot be generalised and transferred to other products or product categories. (original abstract)
Rocznik
Numer
Strony
93--109
Opis fizyczny
Twórcy
autor
Bibliografia
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Typ dokumentu
Bibliografia
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