11-06-2014, 04:34 PM
Product Characteristics and Quality Perception
ABSTRACT
Product Characteristics and Quality Perception,
according to him When they choose among competing products consumers are faced with
quality and product performance uncertainty, hence, they rely on cues as extrinsic attributes,
for instance brand, price, package and warranty, as signals of perceived quality. Little
research has been done on packages as extrinsic attributes used by consumers as signs of
perceived quality, thus this study is a small contribution to that lack of scholarly research on
packages. Colors and shapes are important elements of marketing strategies, and they are both essential features of packages, especially in product labels. Labels are one of the most
important features of product packaging, and they are designed to communicate a message.
The model proposed in this study builds on previous models of consumer quality perception
and signals of quality from product cues. In this research, colors and shapes combinations in
labels are considered as the extrinsic attributes used as signals of quality by consumers.