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| Topic: |
Business
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| Number of pages / Number of words: |
14 / 3767 |
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A positive correlation exists between a favorable COO perception and the consumer's product preference. Compared to the other marketing influences such as quality, technology sophistication, product features, brand recognition, advertising image, and distribution/retailer perception, COO had a less important influence on product choice...
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However, the study by Erickson, Johansson and Chao (1984) determined that COO serves as a signal for product quality and performance. Therefore, a negative perception of COO translates into a perception of poor product quality. This finding is supported by a study conducted by Dzever and Quester in which it was observed that COO and its perceived quality can impact future purchasing decisions...
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