Vpliv zaznane kakovosti in zaznanih tveganj na zaznano vrednost izdelka

Pisnik, Aleksandra

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Title:	Vpliv zaznane kakovosti in zaznanih tveganj na zaznano vrednost izdelka
Authors:	ID Pisnik, Aleksandra (Author)
Files:	http://www.dlib.si/details/URN:NBN:SI:DOC-XCMFGCIT
Language:	Slovenian
Work type:	Not categorized
Typology:	1.01 - Original Scientific Article
Organization:	EPF - Faculty of Business and Economics
Abstract:	Vrednost izdelka je izjemno pomemben koncept v marketingu, zato se ga zadnje čase loteva čedalje več avtorjev. Na zaznano vrednost izdelka vplivajo številni dejavniki. V naši raziskavi smo se osredotočili na tri: zaznano ceno izdelka, zaznano kakovost izdelka in zaznana tveganja, v pričujočem članku pa predstavljamo dva: zaznano kakovost izdelka in zaznana tveganja. Vrednost izdelka opredeljujemo kot razliko med njegovo uporabno vrednostjo in ceno. Uporabna vrednost izdelka je splet koristi, ki jih odjemalec pridobi z izdelkom in njegovo uporabo. Cena izdelka pa je seštevek nominalne cene in vseh drugih stroškov pridobitve in uporabe izdelka. Tako lahko zaznano kakovost, ki je rezultat primerjave pričakovanih in dejanskih izkušenj z izdelkom, prištevamo med koristi, torej med uporabno vrednost izdelka. Zaznana tveganja pomenijo subjektivno oceno odjemalcev o morebitnih negativnih posledicah in so del zaznane cene izdelka. Omenjene dejavnike smo na podlagi obstoječe literature in lastnih spoznanj povezali v model odnosov oziroma povezav. Po testiranju modela povezav z metodo modeliranja strukturnih enačb smo ugotovili, da med dejavniki obstajajo povezave (pozitivne in negativne, neposredne in posredne), ki so statistično značilne. Glavna omejitev naših ugotovitev je, da so testirane samo na eni ciljni skupini, to so študenti Ekonomsko-poslovne fakultete v Mariboru, in enem izdelku, to je mobilnem aparatu.
Keywords:	vrednost, izdelki, cene, marketing, trženje, kvaliteta
Publisher:	Marketing magazin
Year of publishing:	2000
Number of pages:	str. 9-18
Numbering:	Letn. 4, št. 7
PID:	20.500.12556/DKUM-53272
UDC:	658.562
ISSN on article:	1408-1652
COBISS.SI-ID:	11480294
NUK URN:	URN:SI:UM:DK:9IRCNTYM
Publication date in DKUM:	10.07.2015
Views:	1281
Downloads:	64
Metadata:
Categories:	Misc.
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Record is a part of a journal

Title:	Akademija MM
Shortened title:	Akad. MM
Publisher:	Marketing magazin
ISSN:	1408-1652
COBISS.SI-ID:	65123840

Secondary language

Language:	English
Title:	The affecting of perceived product quality and perceived risk on perceived product value
Abstract:	Perceived value is an extremely important concept in marketing and many authors have dealt with it in the recent years. There are numerous factors affecting perceived product value and we focused on three: perceived product price, perceived product quality and perceived risk. In this paper we present two of them: perceived product quality and perceived risk. Perceived product value is the difference between value in use and price. Value in use is a mix of benefits, which a customer is likely get with the product acquisition and product use. Price is a summary of monetary and nonmonetary price, that is all costs of product acquisition and its use. Perceived quality is the result of comparison between the actual derived quality and the customers expectations about quality. Perceived quality is therefore the benefit a customer gains with the product acquisition. Perceived risk is the likelihood of buying error or, in other words, the possibility that the product will not bring the benefits sought. Perceived risk is therefore a part of the perceived price. Based on literature and our own findings, we designed the model of relationships between perceived value, perceived quality and perceived risk. After the model had been tested with the method of structural equation modelling, we found out that statistically significant relationships (positive and negative, direct and indirect) exist. The major limitation of these findings is that we included only one target group of customers in the model: the students of the Faculty of Economics and Business in Maribor, and only one product, the cellular phone.

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