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A research on consumers' product value perception

LI Xiao\|hua 1,HE Cun\|dao 2,DONG Jun 1 (1. Hubei Medical University , Hubei Wuhan 430071; 2. East China Normal University , Shanghai 200062,China)  
The article studies the effects of brand , county of origin , price and services on consumers' product value perception by an experiment. Results indicate that: 1. Consumers' exchanging value and psychological value perception of famous brand significantly are higher than that of unfamiliar brand. 2. Consumers' exchanging value and psychological value perception of imported goods are significantly higher than that of home made goods. 3. Price has a significant effect on consumers' exchanging value perception,while the effect of price on psychological value perception is not significant. 4. Services have a slight effect on consumers' exchanging value perception but didn't affect their psychological value perception. 5. Consumers' knowledge and experience have a slight effect on their value perception.
【CateGory Index】: F713.55
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