haku: @indexterm Product preference / yhteensä: 78
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| Tekijä: | Herrmann, A. |
| Otsikko: | Perception and preference formation patterns of individuals when purchasing brands of different product categories |
| Lehti: | Journal of International Selling and Sales Management
2005 : SPRING, VOL. 11:1, p. 39-52 |
| Asiasana: | Brand choice Brand loyalty Perception Product preference Purchasing |
| Kieli: | eng |
| Tiivistelmä: | The concern of this article is revealing the patterns of perception and preference formation by individuals when purchasing brands of different product categories. First, the essential aspects of individual perception of products and the formation of product preferences are explained. Then, an approach which can be used to represent the mental processes involved in purchasing brands of different product categories is developed. The model is subsequently verified by means of an empirical study, leading to the following conclusions: 1) the more likely they are to be perceived on the basis of abstract attributes, 2) the lower the number of perceived attributes, 3) the more likely they are to be perceived on the basis of continuous attributes and 4) the more likely preferences are to be formed according to the compensatory rule. |
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