search query: @indexterm Safety / total: 240
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| Author: | Tse, A. C. B. |
| Title: | Factors affecting consumer perceptions of internal marketing |
| Journal: | European Journal of Marketing
1999 : VOL. 33:9/10, p. 911-925 |
| Index terms: | MARKETING PERCEPTION SAFETY |
| Language: | eng |
| Abstract: | The present article examines how perceived product safety may be affected by such product-related factors as price, brand name, store name, promotion channels, source credibility, country of origin, nature of product testing authority and warranty. The paper shows that perceived product safety was significantly affected by all of the variables mentioned above. It implies that, by carefully manipulating these variables in formulating marketing strategies, managers can attract the large and growing market of safety-conscious consumers and gain a competitive edge that cannot possibly be ignored. |
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