IRRATIONAL COMPONENTS OF QUALITY – WHAT BIG BRANDS CAN AFFORD?
Journal Title: Marketing Identity - Year 2016, Vol 4, Issue 1
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 smartphones 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.
Authors and Affiliations
Peter Madzík, Karol Čarnogurský, Alena Daňková, Milan Droppa, Jana Piteková
Keywords
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- EP ID EP174392
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