51 KB520 KB46 KB199720232000Pisnik Korda, Aleksandraletnik:4številka:7str. 9-18COBISSID:11480294ISSN:1408-1652URN:URN:NBN:SI:doc-XCMFGCITslMarketing magazinAkademija MMceneindustrijski izdelkikvalitetamarketingtrženjevrednostVpliv zaznane kakovosti in zaznanih tveganj na zaznano vrednost izdelka|Perceived value is an extremely important concept in marketing and many authors have dealt with it in the recent years. There are numerous factors affecting perceived product value and we focused on three: perceived product price, perceived product quality and perceived risk. In this paper we present two of them: perceived product quality and perceived risk. Perceived product value is the difference between value in use and price. Value in use is a mix of benefits, which a customer is likely get with the product acquisition and product use. Price is a summary of monetary and nonmonetary price, that is all costs of product acquisition and its use. Perceived quality is the result of comparison between the actual derived quality and the customers expectations about quality. Perceived quality is therefore the benefit a customer gains with the product acquisition. Perceived risk is the likelihood of buying error or, in other words, the possibility that the product will not bring the benefits sought. Perceived risk is therefore a part of the perceived price. Based on literature and our own findings, we designed the model of relationships between perceived value, perceived quality and perceived risk. After the model had been tested with the method of structural equation modelling, we found out that statistically significant relationships (positive and negative, direct and indirect) exist. The major limitation of these findings is that we included only one target group of customers in the model: the students of the Faculty of Economics and Business in Maribor, and only one product, the cellular phoneVrednost izdelka je izjemno pomemben koncept v marketingu, zato se ga zadnje čase loteva čedalje več avtorjev. Na zaznano vrednost izdelka vplivajo številni dejavniki. V naši raziskavi smo se osredotočili na tri: zaznano ceno izdelka, zaznano kakovost izdelka in zaznana tveganja, v pričujočem članku pa predstavljamo dva: zaznano kakovost izdelka in zaznana tveganja. Vrednost izdelka opredeljujemo kot razliko med njegovo uporabno vrednostjo in ceno. Uporabna vrednost izdelka je splet koristi, ki jih odjemalec pridobi z izdelkom in njegovo uporabo. Cena izdelka pa je seštevek nominalne cene in vseh drugih stroškov pridobitve in uporabe izdelka. Tako lahko zaznano kakovost, ki je rezultat primerjave pričakovanih in dejanskih izkušenj z izdelkom, prištevamo med koristi, torej med uporabno vrednost izdelka. Zaznana tveganja pomenijo subjektivno oceno odjemalcev o morebitnih negativnih posledicah in so del zaznane cene izdelka. Omenjene dejavnike smo na podlagi obstoječe literature in lastnih spoznanj povezali v model odnosov oziroma povezav. Po testiranju modela povezav z metodo modeliranja strukturnih enačb smo ugotovili, da med dejavniki obstajajo povezave (pozitivne in negativne, neposredne in posredne), ki so statistično značilne. Glavna omejitev naših ugotovitev je, da so testirane samo na eni ciljni skupini, to so študenti Ekonomsko-poslovne fakultete v Mariboru, in enem izdelku, to je mobilnem aparatuTEXTznanstveno časopisjejournalsSlovenian National E-content AggregatorNational and University Library of SloveniaDruštvo za marketing Slovenije