A multivariate model of perceived quality in a developing country
Publisher© 2007 Published by Taylor & Francis Online
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CitationChowdhury, M. Humayun Kabir and Andaleeb, S. S. (2007). A multivariate model of perceived quality in a developing country. Journal of International Consumer Marketing , 19(4), 33–57. doi:10.1300/J046v19n04_03
This paper integrates past research and proposes a framework for the analysis of consumer perceptions of quality in a developing country. In this framework, consumer-perceived quality is hypothesized to be formed from several intrinsic and extrinsic cues that include product attributes, corporate image, perceived price, and country-of-origin information. A questionnaire served as a data-gathering instrument. Information on three computer brands was manipulated based on the four cues. Results from structural equations analysis reveal a broader conceptualization of consumer-perceived quality in Bangladesh as reflected in the model. In particular, it was found that for high-involvement products like computers, perceived product attribute (PPA) is the most important and price is the least important factor in shaping perceptions of product quality in the country.
KeywordsPerceived quality; Developing country; Consumer perceptions; Intrinsic and extrinsic cues; Perceived product attributes
DescriptionThis article was published in the Journal of International Consumer Marketing [© 2007 Published by Taylor & Francis Online] and the definite version is available at: http://doi.org/10.1300/J046v19n04_03 The Journal's website is at: http://www.tandfonline.com/doi/abs/10.1300/J046v19n04_03
- Journal Article