Multidimensionality of Image Price of Product: A Study with the Image Price of Apparel

Authors

  • Deonir De Toni Universidade de Caxias do Sul
  • José Afonso Mazzon Universidade de São Paulo
  • Gabriel Sperandio Milan Universidade de Caxias do Sul

Keywords:

Product Price Image, Perceived Value, Image Configuration Method, Image’s Multidimensionality. Image Configuration Method.

Abstract

Understanding how price images are formed by several publics, is an important element for targeting strategies of product positioning in the market as well as the communication compound for to support the performance of product price. This research aimed, firstly, to identify from the literature review, dimensions that can better explain how product price image can be formed and, secondly, to see how these dimensions are configured as the mental image of a target population. Results suggest that product price image, can be configured as a multidimensional latent variable and also a set from six dimensions: functional, emotional, symbolic, of justice, and social axiomatic. These attributes associated with the perceived value, depict the benefit or the sacrifice of each related to dimension attribute analyzed. From the Image Configuration Method (ICM), was possible to study how these dimensions are configured in a sample of 337 undergraduate students from the price of a "piece of clothing or an accessory", whose approximate sales price in stores was $ 202,50. Findings show 627 quotes from respondents, with 68% of them are related to perceived benefits. Furthermore, the most salient dimensions were the functional dimension (related to perceived quality), of justice (verified from cost versus benefit) and the symbolic (identified from status and luxury). For better viewing of results, a graph and a table, show how the product price image that can be configured to assist in better targeting of communication strategies and pricing of products.

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Author Biographies

Deonir De Toni, Universidade de Caxias do Sul

Atualmente é doutor adjunto II da Universidade de Caxias do Sul atua como Professor na Graduação e Pós-Graduação Lato e Stricto Sensu. Tem experiência na área de Administração, com ênfase em Administração de Empresas. Coordenador do núcleo de pesquisa atuando principalmente nos seguintes temas: Imagem de Produto e Preço, Estratégia de Precificação e Desempenho Organizacional. Primeiro autor.

José Afonso Mazzon, Universidade de São Paulo

Doutor em Administração pela Faculdade de Economia, Administração e Contabilidade da Universidade de São Paulo e pós-doutorado em Paris junto ao Conservatoire National des Arts et Métiers (1985), como bolsista do Conseil National de Recherche Scientifique (CNRS). Atualmente é professor associado (livre-docente) da FEA-USP e ex-membro do Conselho de Implantação da USP Leste e ex-coordenador do curso de graduação em Marketing da Escola de Artes, Ciências e Humanidades da Universidade de São Paulo. Segundo autor.

Gabriel Sperandio Milan, Universidade de Caxias do Sul

Doutor em Engenharia de Produção na área de Sistemas de Qualidade (UFRGS). Professor, pesquisador e coordenador de cursos de pós-graduação (Lato Sensu) na UCS (Administração Estratégica de Serviços, Planejamento e Gestão de Vendas, Gestão da Produção e MBA em Gestão Estratégica da Produção) e no CESF - Centro de Ensino Superior Cenecista de Farroupilha (Marketing Estratégico, Gestão da Produção e Gestão Empresarial).

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Published

2015-09-01

Issue

Vol. 16 No. 4 (2015)

Section

Resources and Entrepreneurial Development

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