16
Based on the table 2.2 at above just an illustration that the percentage of SES level(2004)
in Jakarta
which
is
mostly
from C1 class (25 %).
The
important aspect of SES
level
is
only based on monthly expenditure instead of the percentage of every SES
level due to
the percentage changing over time.
2.3 Perceived Quality
After determining
the consumer decision
making
process,
in
a
result, perceived quality
of consumer towards the product is revealed. According to Poulsen et al (1996),
perceived
quality
is consumer’s
overall
quality evaluation
which
is a
result
both
of
the
expected
quality
and
the
experienced
quality. Grunert et al.(1996) considered that the
expected
quality
is
defined
by
the
physical
characteristic
of
the
product
which
can
be
called
as
intrinsic
quality,
while
brand
name,
price,advertisement,labelling,etc are the
characteristic of
the experienced quality. Then,
Zeihaml(1988) constructed a conceptual
model
representing
the
different
components of
consumer
perceptions
of
quality
which
called “attributes”. Olson(1977) stated that attributes is divided into intrinsic and
extrinsic
cues.
Intrinsic
cues
involves
the
physical
composition
of the
product,
whereas
extrinsic cues are product-related but not part of the physical product itself.
The researcher using some variable of perceived quality model from current
research
which
is done by
Valarie A.
Zeithaml
titled: Consumer Perception of Price,Quality and
Value:
A
Means-End
Model
and
Synthesis
of
Evidence. Journal
of
Marketing
Vol.
52
(1988) as it shown at Figure 2.2 below
 |