Measuring the Impact of Extrinsic Cues on Consumers’ Purchasing Decision for Food Products

The extrinsic product cues are becoming a very important aspect in product evaluation by consumers. Because of their importance many authors are exploring which extrinsic cues are considered more significant when evaluating the different kind of products. Therefore, the aim of this research is to investigate the impact of most researched extrinsic cues such as the country of origin (COO), brand, and price on a purchasing decision for food products among consumers in Kosova. To explore the domestic country bias, the impact of the additional cue labeled as “domestic product” is studied. Based on a quantitative survey, the main findings of this study revealed that the brand, the price, the country of origin, and domestic branded products have positive impact on a consumer’s purchasing decision, since consumers rely on those extrinsic cues when making their purchasing decisions. When multiple cues are presented, the country of origin is considered as the most important cue, while the “domestic product” is least important to Kosovar consumers. The findings of this study are useful to food producers and marketers of food products, since it can provide them with useful information on what consumers consider most important when purchasing food products.

Local Market Economics: Brand Analysis in the Market

The purpose of the study was to provide an overview of the present situation of the Colgate toothpaste brand in comparison with other brands on the market such as Forhans, Macleans, and others. The trust for the brand in the market provides an opportunity to examine different theoretical and practical propositions. In this research Customers segmental differences in the use of intrinsic and extrinsic product cues (physical quality, design, brand name, and price) on consumers evaluations and purchase intentions for an apparel product in Karachi market are investigated. Our findings revealed that design, brand, taste, flavor, performance, promotion were product attributes that impact product evaluations and marketing position. However, design, brand name, and performance were the main factors in attracting the customers.

The Effect of Extrinsic Product Cues and Customer Services/Sales Personnel on Restaurant Image, KPK, Pakistan

This research study analyzes the effect of extrinsic product cues (store name, brand name, price) and customer service on restaurant image of Khyber Pakhtunkhwa (KPK), Pakistan. The self-administered questionnaire was distributed among the customers of six well known restaurants of two cities of KPK, Pakistan. The names of these two cities are Peshawar and Kohat. This research study uses regression and correlation techniques in order to analyze the relationship as well as effect between extrinsic product cues (store name, brand name, price) and customer service on restaurant image. The result of the study demonstrates that there is a significant positive impact of predictors on the response variable. The study recommends favorable extrinsic product cues and customer services enhance the image of the restaurant. Future research areas have also been indicated in this study. Key words: Brand name, Store name, Price, Customer service & Restaurant image