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Based on the data of automobile category, the present study focuses on the impact of customer perceived quality on brand price elasticity. The results show that the customer perceived quality has significantly positive impact on brand price elasticity. The result is from the consumer’s point of view and the study makes a link between the consumers and enterprises, which is different from the previous study analyzed from the perspective of the enterprise. Moreover, our results show that low-end automobile frequent promotions do not change customers’ purchase inclina- tion, but high- or middle-end automobile price changes affect customers’ purchase behavior sig- nificantly. It reflects the situation of Chinese automobile market more realistically. Meanwhile, the result and corresponding analysis have important implications for the Chinese automobile mar- keting decision.