EFFECTIVENESS OF CUSTOMER INFORMATION SOURCES ON PRICE SIGNALING OF QUALITY PERCEPTION

Abstract

Although, incoming role of price have leaded to more researchers attention than other factors of mix marketing, price has also other roles in marketing context. Price signals the quality of goods. As one approach, higher price shows higher quality perception. Nevertheless, many factors such as brand, advertisement, country of origin, story name and etc affect on this relationship. Beside of these factors, information level of customers influences on the relationships of price and quality perception too. Some researches show that informed customers, less rely on price. Many researches has been worked on this area but none of them has adverted to the customer information sources. In this article is shown the effectiveness of customer information sources: 1. B2C relationships 2. C2C relationships. This article has been examined on Iranian Cell- Phone Market with 350 surveys and analyzed by SPSS. This model helps marketers being aware about effectiveness of each references and so allocate their resources more efficiency in order to proving their qualities and additionally reduce the effectiveness of price on quality perception

Keywords

• Price signalling, Customer Information Source, Quality Perception

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