JEL Classification: M3; M31
This study investigates the influence of some important extrinsic cues relevant to Bangladesh, i.e. brand image, perceived price and perceived country of origin, on consumer perceptions of quality towards beautification products. An instrument for measuring consumer perceptions of quality towards beautification products is developed. Covariance structure analysis has been performed using a total of 309 responses. Results from structure analysis reveal a broader conceptualisation of consumer-perceived quality in Bangladesh in the form of a model. This paper discusses the implications for theory, research and practice, and makes suggestions for future research.
Beautification, Perceived quality, Brand, Perceived county-of-origin, Perceived price
