| Author(s) | Hani Al-Dmour and Faiz Al-Zubi |
| Affiliation | Jordanian University and Muta University College of Business Administration, Marketing Department, Amman, Jordan |
| Title | The Relative Importance of Indicators of Perceived Durable Goods Quality: An Application to Jordanian Consumer |
| Source | Journal of King Saud University. Administrative Sciences. Volume 13, No 2. (2001/1421) |
| Abstract | The purpose of this study is to measure the relative importance of some indicators of the perceived quality goods in the Jordanian market. A sample of 500 families was drawn randomly from the governorate of Amman. In addition, some demographic variables were chosen to determine their impact on perceived quality. Results of the study indicated that characteristics of the producing company, sales services, product characteristics and market outlets were the four highly positive indicators of perceived quality. On the other hand, price, and advertising had a negative influence on perceived quality. The results also showed that male consumers were more aware of product characteristics and market outlets as positive indicators of perceived quality than female consumers. Female consumers however, were more aware of advertising. In addition, older consumers were more aware of product characteristics, while younger consumers considered market outlets to be more important to indicators of product quality. In terms of education and income, product characteristics were more important to those with higher education, while price was more important to those with lower income. |
