Dissertation/Thesis Abstract

The relevance of product differentiation and perceived value in luxury automobile purchases
by Mantz, Timothy Kenneth, D.B.A., Argosy University/Seattle, 2009, 136; 3407973
Abstract (Summary)

This research examines consumer reactions to three common positioning strategies used for luxury items: a specialized-positioning strategy in which an option is described by a single feature, an all-in-one strategy in which an option is described by a combination of features and an abstract or subjective positioning strategy in which an option is described in abstract or subjective terms. The empirical data reported in this article demonstrate that a product specializing on an all-in-one option is perceived to be superior to the other positions even on the attributes relative to the other options, even when this attribute is exactly the same for the other options. It is further shown that the zero sum heuristic does not hold for the perceived value of luxury products.

Indexing (document details)
Advisor: Wright, Russell, Butler, Cliff, Miller, Charles
Commitee: Miller, Charles
School: Argosy University/Seattle
Department: School of Business
School Location: United States -- Washington
Source: DAI-A 71/07, Dissertation Abstracts International
Subjects: Marketing, Behavioral psychology
Keywords: Automobile, Consumer behavior, Consumer choice, Consumer reactions, Decision making, Percieved value, Positioning, Product differentiation, Value
Publication Number: 3407973
ISBN: 9781124034317
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