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Article
Publication date: 1 June 2002

Noel Yee‐Man Siu and Hon‐Yan Wong

The study investigates the impact of product‐related factors on perceived product safety. The factors examined include price, brand name, country of origin, store name, source…

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Abstract

The study investigates the impact of product‐related factors on perceived product safety. The factors examined include price, brand name, country of origin, store name, source credibility, product testing, promotion channels, discount offered and packaging. Results indicate that the perceived product safety is significantly affected by all of the mentioned factors. Implications are discussed and recommendations are offered to practitioners for attracting the large and growing market of safety‐conscious consumers.

Details

Marketing Intelligence & Planning, vol. 20 no. 3
Type: Research Article
ISSN: 0263-4503

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