Understanding of Perceived Product Quality: Reviews and Recommendations

This article gives a review of the comprehensive concept of perceived product quality: definitions, impacts, factors affecting perceived product quality, determinants and consequences of perceived product quality, its dimensions. Besides, it also gives the recommendations for making perceived quality match actual quality. Nowadays, as businesses’ competition becomes greater, the concept of perceived product quality is rapidly becoming an important, strategic tool in marketing management to make a difference of their products. In this article, perceived product quality is defined as the consumer’s perception of overall components of the product -both the tangible and intangible characteristics. It is so different from actual quality that it can powerfully affect the profit margins, brand power and market share, brand equity, perceived value, returns on investment (ROI) and profitability. Factors affecting perceived product quality have two cues the intrinsic cues and the extrinsic cues. The perceived product quality also has various dimensions such as performance, features, conformance, reliability, durability, serviceability, and “fit and finish”. In the last part, the recommendations to make perceived quality match actual quality are included in this article. Keyword: perceived product quality