Signals Influencing Consumer Willingness to Buy Healthcare Products的封面
书籍主题:

Signals Influencing Consumer Willingness to Buy Healthcare Products

LAP LAMBERT Academic Publishing (2016-06-08 )

Books loader

Omni badge 有获得代金券的资格
ISBN-13:

978-3-659-89812-9

ISBN-10:
3659898120
EAN:
9783659898129
书籍语言:
英文
作品简介:
Dietary supplements and cosmeceuticals constitute a very significant retail market, with average double-digit growth worldwide and in Thailand over the last ten years. It is therefore important for market leaders to understand factors and variables related to consumer willingness to buy these healthcare products. This research investigates the differential impact of three marketing signals --product country image, brand image and expert opinion -- in the evaluation of risk associated with the purchase of the dietary supplement vitamin C and cosmeceuticals. The research is timely as very little has been done to establish a theoretical explanation of the role of signals in reducing consumers’ perceptions of general inherent risk that comes with the purchase of healthcare products. The findings suggest that Thai consumers prefer imported over domestic healthcare products in both categories, though they may be unfamiliar with some foreign brands. It is suggested that business managers and marketers consider product country image and country of origin effects through the halo and construct models (Han, 1989) in determining marketing strategies.
出版社 :
LAP LAMBERT Academic Publishing
网址:
https://www.lap-publishing.com/
由(作者):
Bongkot Phaiboonudomkarn
页码 :
112
发表日期:
2016-06-08
现货:
备有现货
类别:
广告,市场营销
价格:
49.90 €
关键词:
cosmeceuticals, dietary supplements, perceived risk, willingness to buy, healthcare product, healthcare marketing

Books loader

Adyen::diners Adyen::jcb Adyen::discover Adyen::amex Adyen::mc Adyen::visa Adyen::cup Adyen::unionpay Adyen::paypal Paypal 银行转帐

LOGIN
  0产品在购物车内
编辑购物车
Loading frontend
LOADING