Recommended Reading / Theory

Consumer Perceptions of Price, Quality, and Value

Zeithaml articleConsumer Perceptions of Price, Quality, and Value: A Means-End Model and Synthesis of Evidence
by Valarie A. Zeithaml

Journal of Marketing
Vol. 52, No. 3 (Jul., 1988), pp. 2-22
Published by American Marketing Association

[Registration required to access full article]

Evidence from past research and insights from an exploratory investigation are combined in a conceptual model that defines and relates price, perceived quality, and perceived value. Propositions about the concepts and their relationships are presented, then supported with evidence from the literature. Discussion centers on directions for research and implications for managing price, quality and value.


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