IRRATIONAL COMPONENTS OF QUALITY – WHAT BIG BRANDS CAN AFFORD?
IRRATIONAL COMPONENTS OF QUALITY – WHAT BIG BRANDS CAN AFFORD?
Author(s): Peter Madzík, Karol Čarnogurský, Alena Daňková, Milan Droppa, Jana PitekováSubject(s): Psychology, Individual Psychology, Social psychology and group interaction, Behaviorism, Marketing / Advertising
Published by: Univerzita sv. Cyrila a Metoda v Trnave, Fakulta masmediálnej komunikácie
Keywords: apple; customer buying behaviour; smartphones; quality assessment;
Summary/Abstract: The study deals with assessment of two quality components which influence customer buying behaviour. The first component is rational appraisal based on facts and quality objective criteria which in the theory of quality are known as inherent characteristics. The second component is irrational appraisal based of feelings, emotions, impressions and strong links between a brand and quality, i.e. assigned characteristics. To compare these two components, the study uses technical and market parameters of 14 worldwide most frequently sold smart phones in 2014. The 14 products are reviewed and a rational value of each of them is calculated by multi-criteria analysis. It was proved that rational value is in a strict contrast with the quantity of sold devices and this can be explained as a result of massive marketing communication of world-wide brands on the market. It was also confirmed by an executed correlation analysis which pointed out the fact that final products price is in a large extent influenced by assigned characteristics.
Journal: Marketing Identity
- Issue Year: 4/2016
- Issue No: 1/1
- Page Range: 178-188
- Page Count: 11
- Language: English