The main research objective of this study was to find out whether perceived value significantly affects consumers’ purchase intention. Additionally, this study examined if there are any significant differences in perceived value for different fast-food restaurant brands and attempted to identify which fast-food restaurant is perceived to be the industry leader. A total number of six fast-food restaurants (McDonalds, Subway, Starbucks, Wendy’s, Burger King, and Taco Bell) were selected. Findings showed that among the five perceived service value dimensions, Starbucks is the leader in terms of quality, emotional response, and reputation. Multivariate analysis of variance (MANOVA) and multiple regression analysis were performed to test the study hypotheses. Results indicated that there were significant differences in perceived value for different fast-food restaurant brands. Besides, monetary and behavioral price significantly affects consumers’ purchase intention. Findings are expected to help hospitality marketers to strategically manage their brands.

Services are becoming increasingly important. Almost two-thirds of the world’s total economic output is accounted for by services. Moreover, the leisure services industry is one of the fastest growing industries around the world. The global growth rate was more than 6% per year in the last five years. The global leisure services industry is expected to be worth $3.4 trillion by 2010, with a growth rate of 6.1% for the 2005-2010 period. Marketers should focus on value-creating processes that involve customers as co-creators of value, because marketers cannot create or deliver customer value alone. Therefore, assessing consumers’ value perceptions can provide informative feedback that marketers can use to adjust their market offerings and meet consumers’ needs and expectations more effectively. This replication study investigated the application and relevance of Petrick’s (2002:119) SERV-PERVAL scale as a measure of consumers’ perceptions of service value in mid-scale restaurants. The SERV-PERVAL scale measures five dimensions of perceived value, namely perceived quality, emotional response, monetary price, behavioural price and reputation. The results should assist marketers to decide how best to influence overall value perceptions and favourable behavioural intentions amongst target markets through understanding how consumers make purchase decisions based on their perceptions of value. First, a conceptual framework of the relationships between perceived value and its antecedents and consequences was synthesised from the leisure marketing literature. Then the study surveyed students at the University of Pretoria and asked them to report their perceptions of a dining experience at a mid-scale restaurant. Multiple regression analysis was used to analyse the data. Two multiple regression models were tested. The findings provided support for the conceptual framework, as well as evidence for the relevance of utilising the SERV-PERVAL scale to measure the value perceptions of South African restaurant patrons. The significance of the two multiple regression models, analysed in the replicated study, was established. Seven hypotheses were tested. In only two cases, the null hypotheses could not be rejected in favour of the alternative hypotheses. The results of the first multiple regression model indicate that consumers' emotional response is the best predictor of their overall perceptions of value. Thus, mid-scale restaurant managers should enhance the pleasurable attributes of the service experience (e.g., background music; interior decoration and lighting; air-conditioning and scent) in order to enhance the consumer's dining experience. The results of the second multiple regression model indicate that consumers' perceived value is a better predictor of consumers' favourable behavioural intentions than satisfaction. An implication for managers is that they can increase their consumers' perceptions of value by enhancing the pleasurable attributes that consumers' experience, a well as the quality and the monetary price of services as perceived by the consumers. It is also important to maintain the level of the services' behavioural price and reputation perceived by consumers. However, managers need to identify the attributes that add pleasure to their target customers and understand how to employ them effectively. / Dissertation (MCom)--University of Pretoria, 2008. / Marketing Management / MCom / Unrestricted

O luxo é um setor que tem cada vez mais despertado o interesse de acadêmicos e profissionais de marketing, não só pela importância econômica que representa para alguns países, mas também pela sua tendência de crescimento em mercados emergentes, favorecida pelo aumento da renda disponível e do tamanho da clientela potencial. Especificamente no Brasil, o mercado do luxo tem experimentado um incremento anual significativo e superior ao da economia como um todo. A gestão das empresas atuantes nesse mercado apresenta desafios de particular interesse para os estudiosos e praticantes do marketing, pois os produtos luxuosos possuem elevado grau de valores intangíveis, subjetivos e sociais agregados, que são determinantes para a formação de sua demanda e de uma parcela considerável do preço final. O cenário de crescente competição e internacionalização exige processos gerenciais cada vez mais orientados para o mercado, nos quais análises da concorrência e do perfil dos consumidores são formas de gerar um maior valor percebido pelo cliente. Não obstante, criar e entregar esse valor exige uma clara compreensão de sua natureza e dimensões. Nesse contexto, este trabalho teve por objetivo propor e testar um modelo conceitual integrador para o Valor Percebido pelo Cliente dos produtos de luxo, buscando ampliar o corpo teórico sobre o constructo e fundamentar o desenvolvimento de estratégias de marketing. A partir da análise crítica de modelos propostos por diferentes autores, de reflexões teóricas sobre o conceito do luxo, e com base na opinião de consumidores do setor, foram desenvolvidos o modelo teórico e seus respectivos itens de mensuração, testados e refinados pela técnica de modelagem de equações estruturais PLS-SEM em termos de sua confiabilidade e validade. Os resultados mostraram haver um impacto considerável das duas dimensões dos sacrifícios percebidos (não monetários e monetários) sobre o valor percebido total dos produtos prestigiosos, bem como efeitos menores, porém significativos, das dimensões dos benefícios psicológicos, sociais e intangíveis. Os benefícios tangíveis também demonstraram impacto sobre o valor percebido final, porém em menor grau. Tais resultados contribuem para a ampliação do corpo teórico de marketing sobre esse tema, ao propor e validar um modelo mais abrangente que integra os existentes e, ao mesmo tempo, preenche lacunas observadas. Em termos gerenciais, o conhecimento dos aspectos mais relevantes da percepção dos consumidores sobre o valor entregue pelos bens luxuosos é fundamental para gerenciar as marcas, direcionar os esforços de comunicação de marketing e desenvolver estratégias de mercado eficazes, levando em conta as diferentes dimensões de benefícios e sacrifícios propostos pelo estudo. / The luxury industry has been raising greater interest among marketing scholars and professionals, not only due to its economic relevance in some countries, but also because of its growth trend in emerging markets, spurred by increases in disposable income and a greater diversity of its target audiences. Specifically in Brazil, the luxury market has experienced significant annual growth rates, well above those of the total economy. The management of luxury companies presents challenges that are particularly interesting for marketing scholars and practitioners, as prestige products possess high levels of intangible, subjective and social added value, which are determinant for their demand and final price formation. In the present scenario, where growing competition and internationalization demand increasingly market-oriented managerial processes, competition and consumer behavior analysis is a necessary tool to create higher customer perceived value. Nevertheless, creating and delivering value demands a clear understanding of its nature and dimensions. Thus the purpose of this study: to propose and test an integrative conceptual framework for luxury products Customer Perceived Value, aiming to increase the construct\'s theoretical understanding and to serve as a basis for developing marketing strategies. Building upon a critical analysis of models proposed by various authors, the theory on the luxury concept, and luxury consumers\' opinions, the conceptual model and its measurement items were developed, tested and refined in terms of validity and reliability through the structural equation modeling technique PLS-SEM. The findings revealed a considerable impact of the two perceived sacrifice dimensions (non-monetary and monetary) on luxury products total perceived value, as well as smaller, though significant, effects of the psychological, social and intangible benefits dimensions. Tangible benefits have also shown an impact on the final perceived value, but to a lesser extent. Those findings contribute to the marketing theory on the subject by proposing and validating a more comprehensive framework that synthetizes preexisting ones and, at the same time, fills out gaps found in the literature. In terms of managerial practice, a better understanding of the most relevant aspects of luxury customer perceived value is vital for brand management, marketing communications and the development of effective marketing strategies that build upon the various benefit and sacrifice dimensions proposed in this study.

Submitted by Nadir Basilio (nadirsb@uninove.br) on 2016-06-23T15:08:31Z No. of bitstreams: 1 Camila Moreira Almeida de Miranda.pdf: 1266815 bytes, checksum: 66e3558fbbcb16267a31b699d5fe51cc (MD5) / Made available in DSpace on 2016-06-23T15:08:31Z (GMT). No. of bitstreams: 1 Camila Moreira Almeida de Miranda.pdf: 1266815 bytes, checksum: 66e3558fbbcb16267a31b699d5fe51cc (MD5) Previous issue date: 2015-12-09 / This paper seeks to explain the motivators of perceived value among young consumers who purchase affordable luxury branded goods. The main objective was to study the motivators of perceived value and more specifically: to identify the latent variables which affect the behavior of the young consumer of affordable luxury branded goods; to assess how the latent variables interfere with the young consumers’ perceived value of affordable luxury branded goods; to assess how young consumers’ perceived value affects their attitude, loyalty and repurchase intention; and finally, to provide a specific measurement model for this consumer group. The model is based on existing models by Vigneron and Johnson (1999), Wiedmann, Hennings and Siebels (2009) and Galhanone (2013). This is a descriptive study using a quantitative approach. Data was collected using a survey, based on previously tested and validated scales, which was completed by a sample group of 246 university students at a IFES in the state of Mato Grosso do Sul, Brazil. Structural equation modeling and confirmatory factor analisys using Smart-PLS software were used for statistical analysis. The results show a statistically significant correlation between perceived value of young people who consume products of affordable luxury with the variables identified in the study. These results contribute to an understanding of the world of luxury of these youth and how they relate to brands. In general terms, the study offers useful tools for companies operating in the luxury market and tailoring their product offerings to their clients by helping them understand how a youth perceives a luxury product, and what the motivators are behind its purchase. / Este trabalho buscou compreender quais são as variáveis da percepção de valor de consumidores jovens que compram produtos de marca de luxo acessível. O objetivo principal foi estudar os motivadores da percepção de valor e mais especificamente: identificar as variáveis latentes que interferem no comportamento do consumidor jovem de produto marca de luxo acessível; avaliar como as variáveis latentes interferem na percepção de valor do consumidor jovem que compra de produto marca de luxo acessível; avaliar como a percepção de valor do consumidor jovem que compra de produto marca de luxo acessível interfere na atitude, lealdade e intenção de recompra; e finalmente, propor um modelo de mensuração específico para esse grupo de consumidores. O modelo foi baseado nos estudos existentes de Vigneron e Johnson (1999), Wiedmann, Hennings e Siebels (2009) e Galhanone (2013). A pesquisa foi de natureza descritiva com abordagem quantitativa. Foi aplicada uma survey (survey), baseada em escalas já testadas e validadas, para uma amostra de 246 estudantes universitários em uma IFES do estado de Mato Grosso do Sul para coleta dos dados. Estes foram analisados estatisticamente por meio do software Smart-PLS para realização da modelagem de equações estruturais e análise fatorial confirmatória. Os resultados apresentaram correlação consideravelmente satisfatória entre a percepção de valor de jovens que consomem produtos de luxo acessível com as variáveis apontadas no estudo. Esses resultados contribuem para a compreensão do universo do luxo dos jovens e como eles se relacionam com as marcas. Em termos gerenciais, o estudo apresenta valiosas ferramentas para organizações que atuam no mercado de luxo e gerenciam suas ofertas de produtos para seus clientes entenderem como um jovem percebe um produto de luxo, e quais são os motivadores para tal consumo.

La constante baisse de l’actionnariat individuel en France est qualifiée d’énigme. Les ménages français participent faiblement aux marchés d’actions. Les entreprises éprouvent des difficultés à attirer de nouveaux investisseurs individuels, or l’actionnariat individuel est apprécié pour sa fidélité et son engagement. L’action est un produit financier et d’image qui offre une source de financement stable et durable pour les entreprises, les systèmes de retraite et les investissements à long terme. Les décisions financières et d’investissements sont nourries par la finance moderne et la finance comportementale. Bien que des contradictions existent sur leurs hypothèses fondatrices, ces courants partagent une même conception de la valeur intrinsèque d’un actif financier, une valeur objective déterminée essentiellement par les attributs monétaires du produit, limitant ainsi l’individu dans ses choix et décisions. Notre recherche explore le comportement de l’investisseur individuel en mobilisant le cadre conceptuel de la valeur perçue développé par la littérature en marketing. Nous proposons un modèle de comportement d’achat d’actions de l’investisseur individuel pour examiner les relations entre les attributs des actions et les bénéfices perçus. Ce modèle permet de comprendre le processus de formation de la valeur perçue de l’investisseur individuel qui détermine sa décision d’achat d’actions. Notre démarche exploratoire utilise une méthode mixte pour étudier le contexte de l’actionnaire individuel français détenteur d’actions en direct. Les résultats relèvent l’existence de familles d’attributs du produit action, d’une typologie de bénéfices perçus, et des liens entre attributs et bénéfices faisant ressortir des profils d’investisseurs individuels. Notre recherche éclaire davantage le processus de choix et de décision d’achat d’actions de l’investisseur individuel, et propose aux acteurs du marketing financier une segmentation des investisseurs individuels par les bénéfices perçus afin d’adapter leurs offres de produits et services financiers envers cette cible. / The constant decline of individual shareholders is a French puzzle. French households participate feebly in equity markets. Companies find it difficult to attract new individual investors, even though they are valued for their loyalty and commitment. A share is a financial and image products that provides a sustainable source of finance for businesses, retirement systems, and long-term investments. Financial and investment decisions are framed by modern finance and behavioral finance. Although they are contradictory on their founding assumptions, these streams share the same conception of the intrinsic value of a financial asset, an objective value determined essentially by the monetary attributes, thus limiting the individual in his choices and decisions. Our research explores the behavior of the individual investor through applying the conceptual framework of the perceived value developed by the marketing literature. We propose an individual investor's stock behavior model to examine the relationship between stock attributes and perceived benefits. This model allows understanding the process of the formation of the perceived value of the individual investor, which determines his decision to buy shares. Our exploratory approach uses a mixed method to study the context of the French individual shareholder holding registered shares. The results highlight the existence of families of shares’ attributes, a typology of perceived benefits, and links between attributes and benefits that exhibiting individual investor profiles. Our research sheds new light on the individual investor's decision-making and buying process, and offers financial marketers a segmentation of individual investors based on the perceived benefits, allowing them to tailor their financial products and services offerings towards this target.

The purpose of this study is to examine the influence of controllable service quality factors as firm-based antecedents to two dimensions of customer engagement behavior among Formula One racing spectators. This study uses the theory of customer engagement (van Doorn et al., 2010) as a guiding framework and applies Bettencourt’s (1997) model of customer voluntary performance (CVP) to examine how perceptions of ancillary services and value can prompt management cooperation and prosocial behavior among spectators of a recurring mega sport event. Findings suggest that spectator interactions with event personnel and the physical environment can positively impact consumer perceptions of value and lead to greater fan engagement. Event organizers should focus management and marketing efforts on the utilitarian value (price/value for money) associated with attending a mega event and promote physical environment factors that can enhance the overall event experience.

A well-crafted, locally adapted customer value proposition (CVP) can aid businesses in attaining loyal customers. The main purpose of this research is to determine the key value components that should be considered for the development of a CVP, for free-floating car sharing services in the Nordic region. This is done by establishing the relationship between deductively identified value components, perceived value, satisfaction, trust, and loyalty.  A research framework is proposed, where the relationships between the different constructs are hypothesised. Quantitative data is collected from existing car sharing users in the Nordic countries, through a self-administered online questionnaire, distributed through a non-probability sampling method. The empirical data is analysed through multiple regression analysis using the software SPSS, and the extension “PROCESS”, as well as additional analysis techniques to ensure data quality. The research findings indicate that perceived convenience, need fit, and a low service price positively impact both perceived value, as well as satisfaction. Satisfaction shows a stronger, positive effect on loyalty than that of perceived value, yet, loyalty is better explained when both constructs are accounted for. Additionally, trust shows to carry a mediating effect between both satisfaction and loyalty, as well as between perceived value and loyalty. Therefore, firms operating within this context should emphasise the customer needs to provide a service which is perceived as affordable and convenient. Finally, efforts should be taken to reduce uncertainty, and promote trust between the service providers, and their users.

From the perspective of suppliers, this thesis explores what value suppliers can gain from delivering to big-science organizations (BSOs). Inspired by the framework of supplier-perceived value (SPV) by Walter et al. (2001), a new model is developed specifically for the BSO-supplier relationship focusing on the indirect functions, especially in the innovation dimension and the market dimension. Based on a quantitative survey contains 38 big-science suppliers in Sweden, three main findings are identified via the analysis of multiple regression and independent t-test: 1) suppliers are more likely to acquire value from enhanced process-development and promoted influence in the extended customer networks resulting from relationships with BSOs; 2) suppliers with long-term experience working with BSOs are reported to have a higher supplier-perceived value than those in short-term relationships; 3) the mismatch between the performed activities/resources of BSO- supplier relationship and the relatively poor supplier-perceived value. Suppliers are offered with opportunities but meanwhile are largely constrained to benefit from the dyad relationship with a BSO; thereby, the possibility to integrate, transform, and apply the outcome in other spaces of the network beyond the contract with the BSO in the future becomes a critical source of value for suppliers. The implications of this study challenge some prevailing opinions about the value of BSOs and add to our understandings of the supplier-perceived value in BSO-supplier relationships.

Purpose: This study aims to inform readers whether greenwashing in the Chinese electrical appliance market impacts consumers' green purchase intention. Methods: This study uses theory of planned behaviour as the theoretical basis to construct a structural equation model. An online questionnaire survey was conducted on 521 participants. Results: Our analysis shows that greenwashing has indirectly positively correlated with green purchase intention; green attitude and green perceived value play an intermediary role between greenwashing and green purchase intention. Conclusion: This study concluded that in the Chinese electrical appliance market, greenwashing has positively affected green attitudes and green perceived value, then green attitudes and green perceived value positively affected green purchase intention, and green attitudes positively affected green perceived value. Structure: In this study, after the introduction, the model and related proprietary definitions involved in the research are explained, and hypotheses are proposed. Next are the research methods and research results, and then the discussion of the research results. Finally, the possible directions of future research are discussed.

Background: With great developments within technology and internet provision, subscription video on demand (SVoD) has made a remarkable entrance with a competitiveness which has resulted in a shift in the television industry (Noh, 2020). The user pays a monthly fee and gets access to a platform which offers a library of content. The escalated competition among SVoD services (Pennington, 2020) has resulted in businesses to re-evaluate how users and potential users' perceived value of the service and the resulting effects may have on their business. Problem Discussion: Perceived value is seen to be the most critical determinant of willingness-to-pay and whether an individual makes the decision to purchase (Chang, Wang & Yang, 2009; Ulaga & Chacour, 2001). Empirical studies that focus on the role of perceived values in the purchase decision in a digital context have been conducted in various fields, such as, freemium services (Hamari, Hanner & Koivisto, 2020) and music streaming (Guerra & Fernandes, 2019) or mixing various streaming apps together (Oyedele & Simpson, 2018). While previous research has studied perceived values’ role in the decision-making process in streaming segments, almost none of them has explored its role specifically in SVoD services. Furthermore, no previous studies have explored the temporal dimension of value, which has shown to be of great importance in technology-based self-services (Heinonen, 2004).   Purpose: This study explores the elements that mostly influence users’ perceived values when making the decision to subscribe to a SVoD service. The purpose is to investigate the market of subscription video on demand services and better understand what users perceive as valuable, as well as how and why these influence their purchasing decision. Building on this understanding, we develop a framework that illuminates the user's decision-making process when subscribing to a SVoD service.  Method: An inductive qualitative case study methodology was adopted, building on semi-structured in-depth interviews with ten SVoD service users. The interviewed users were between the ages of 25-32.  Conclusion: The researchers concluded that users of SVoD services emphasize four perceived values when subscribing, these are: emotional, social, convenience and epistemic. These values were thereafter categorized into perceived immediate and future values of subscription. When an individual is in the process of subscribing, the person weighs the temporal dimensions of perceived immediate and future values towards the price of subscription, which equates in the perceived value. The user will select the service which offers the highest perceived value.