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Certain
studies
have
shown
a
relationship between recall and considered sets:
Generally,
if
a
brand
does
not
achieve recall
it
will
not
be
included
in
the
consideration
set.
So,
the
role
of
brand
recall
(or,
better
yet,
top
of
mind
recall)
can also be crucial for frequently purchased products.
2.3.2.3.
Perceived Quality
Perceived
quality
can
be
defined
as
the
customer’s
perception
of the
overall
quality
or
superiority
of
a
product
or
service with respect to its intended purpose,
relative to alternative.
The strategic values of perceived quality are:
Reason to-buy
A
customer
often
will
lack
of
the
motivation
to
obtain
and
sort
out the
information
that
might
lead
to
an
objective
determination
of quality
to
a
given
applications.
Or
the
customer
may
not
have the ability or resources to obtain or
process
it. If the perceived quality
is
high, the
job of advertising and promotion
is
more likely to be effective.
Differentiate or position
A
principal
positioning
characteristic
of
a brand is its position on the perceived
quality dimension.
A price premium
A
perceived
quality
advantage
provides
the
option
of
charging
a
premium price.
The
price
premium can
increase
profits,
and/or
provide
resources
with
which
to
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