Information Load And Product Evaluation: The Case Study of Thai Consumers

Abstract

This study tested the utilization of such information cues as product attributes, price and country of origin in order to get the highest perception by target consumers. Specifically, this was to test how many product attributes should be highlighted in the advertising and packaging, what is the most appropriate price the firm should use, and which country of origin is highly perceived by its consumers. Survey research with 110 respondents was used in this study for both pretest and main test. Major findings of the study were listed as follows: First, price has its greatest effect on perceived quality when there is only information cue available. Second, as the quantity of information increasing, the utilization of price cue will decrease. Third, when the quality of information is available, the utilization of price cue will decrease. Fourth, country of origin cue is used to measure product quality. Last, similar to the utilization of price cue, the utilization of country of origin cue will decrease if the product is priced very high.