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1Dr. Jashim Uddin Ahmed is an Associate Professor at School of Business and Director of BBA Program, North South University, Dhaka, Bangladesh. He received his Ph.D. in management sciences from University of Manchester Institute of Science and Technology (UMIST), UK. His current research interests include the areas of strategic management, change management and contemporary marketing thoughts. He can be reached at jashim@northsouth.edu, jashimahmed@hotmail.com.
2Dr. Md. Humayun Kabir Chowdhury is a Professor at Department of Business Administration, East West University, Dhaka, Bangladesh. He has published more than 30 research articles in reputed journals and conference proceedings. His research focuses on consumer behaviour, contemporary issues in marketing. He can be reached at hkabir@ewubd.edu, mhkchowdhury@yahoo.com
This study investigates the influence of some important extrinsic cues relevant to Bangladesh, i.e. brand image, perceived price and perceived country of origin, on consumer perceptions of quality towards beautification products. An instrument for measuring consumer perceptions of quality towards beautification products is developed. Covariance structure analysis has been performed using a total of 309 responses. Results from structure analysis reveal a broader conceptualisation of consumer-perceived quality in Bangladesh in the form of a model. This paper discusses the implications for theory, research and practice, and makes suggestions for future research.
Beautification; Perceived quality; Brand; Perceived county-of-origin; Perceived price
JEL CLASSIFICATION: M3; M31
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