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RAM. Revista de Administração Mackenzie

Print version ISSN 1518-6776On-line version ISSN 1678-6971

Abstract

TONI, DEONIR DE; MAZZON, JOSÉ AFONSO  and  MILAN, GABRIEL SPERANDIO. MULTIDIMENSIONALITY OF PRODUCT PRICE IMAGE: A STUDY OF THE IMAGE PRICE OF APPAREL. RAM, Rev. Adm. Mackenzie [online]. 2015, vol.16, n.4, pp.168-201. ISSN 1518-6776.  https://doi.org/10.1590/1678-69712015/administracao.v16n4p168-201.

Understanding how price images are formed by several publics, is an important element for targeting strategies of product placement in the market, as well as the communication compound to support more accurately the performance of product price. This research aimed, firstly, to identify, from a literature review, dimensions that can better explain how product price image can be formed and, secondly, to examine how these dimensions are configured as the mental image of a target population. Results suggest that product price image, construed as a multidimensional latent variable, can configured within six dimensions: functional, emotional, symbolic, of justice, axiomatic and social. These attributes, associated with the perceived value, depict their own benefit or the sacrifice related to the analyzed dimension. From the image configuration method (ICM), it was made possible to study how these dimensions are configured in a sample of 337 undergraduate students from the price of a “apparel or furnishings”, whose approximate sale price in stores were around R$ 500,00. Findings show 627 quotes from respondents, with 68% of them being related to perceived benefits. Furthermore, the most salient dimensions were the functional dimension (related to perceived quality), of justice (verified from cost versus benefit) and

Keywords : Product price image; Perceived value; Image configuration; Image multidimensionality; Image configuration method.

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