International Research journal of Management Science and Technology

  ISSN 2250 - 1959 (online) ISSN 2348 - 9367 (Print) New DOI : 10.32804/IRJMST

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EFFECT OF BRAND NAME AND PRICE ON CONSUMER PRODUCT EVALUATIONS

    2 Author(s):  SHIVANI GARG , SHWETA GARG

Vol -  5, Issue- 2 ,         Page(s) : 75 - 105  (2014 ) DOI : https://doi.org/10.32804/IRJMST

Abstract

Many marketers are looking for better ways to manage the informational cues of price and brand name to create more effective and efficient behavior in the marketplace by both consumers and marketers (Dodds 1991). Over the years, efforts has been made to understand the intricate relationships that exist between market cues such as price, store and brand names, and to further define consumers' cognitive evaluations of these cues in terms of monetary sacrifice, perceived risk, product quality, value, and buying intentions. Marketers use these market cues as perceptual indicators to influence consumer behavior, and consumers need to be better informed so that they can handle those influences. (Dodds & Grewal, Effects of Price, Brand, and Store Information on Buyers' Product Evaluation, 1991)

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