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The price-quality relationship: Does it hold true for Russian and Polish consumers?

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This study examined the relationship between quality evaluations and price estimations of apparel products for Russian and Polish consumers. The effects of country of origin on Russian and Polish perceptions of quality and estimation of retail price were also studied. Data were collected in Moscow, Warsaw and Katowice using a 4 (country of origin) x 2 (store type) factorial experimental design. Countries of origin included in the study were the USA, China, Germany and Russia or Poland. A positive, moderately strong relationship between price and quality was found. Polish price estimates were higher than Russian price estimates for most products. Price and quality perceptions varied by country of origin for both groups of consumers, with Western products generally receiving higher price and quality estimates.
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Keywords: CONSUMER BEHAVIOUR; COUNTRY OF ORIGIN; POLAND; PRICEQUALITY; RUSSIA

Document Type: Research Article

Publication date: 1998-01-01

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