People compare pricing with quality but not quality to their true meanings


Master of Business Administration Executive

Faculty / School

Faculty of Business Administration (FBA)

Year of Award

Spring 2020

Project Type

MBA Executive Research Project

Access Type

Restricted Access


Pricing | Quality | Consumer Products

Executive Summary

This project examines "people compare pricing with quality but not quality to their true meanings". This study is to draw comparison between price and quality we evolved in variety of consumption situation and lead to particular complex and ambivalent luxury consumer. Investigators have define apparent value as trade-off for consumer psychological (mental) calculation between the losses and gains expect in transaction. Also indicated that pricing strategies may impact on awareness of quality for purchaser and prices become an gauge to customer suggestions. Methodology: Survey was conducted at Karachi to collect data regarding consumer's perception. Questionnaire was prepared selecting respondents from university, supermarkets, electronic markets, survey was based on literature review and personal interview and pre study (focus group) with only two questions were conducted.

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