BUYER’S PRODUCT EVALUATIONS- AN EXPERIMENTAL APPROACH

Abstract

In an uncertain environment, what we are facing today, learning from experience is critical. Hence consumers go in for buying products through internet and they have information needs during the buying process. There arises a need to know to the various dimensions people have in their mind to evaluate products which they are intended to buy. There are number of cues that affect people in building their perceptions to evaluate the products. Many studies like Dodds, Monroe, Grewal have come up with conceptual models for cue effects on product evaluations. This paper integrates the previous researches and attempts to propose a model that has to be investigated experimentally the influence of price, brand and advertisement on buyers evaluation of product quality and value.