Does a higher perceived product quality need less advertisement to be sold?

Inhaltsverzeichnis (Table of Contents)

• Introduction
• Quality
  • Definition
  • Importance
  • Cost of producing quality
• Seal of quality
  • Origin
  • Function
  • "Stiftung Warentest"
    • History
    • Facts, Figures and Financing
    • Example "Sun lotions"
  • ICRT (International Consumer Research and Testing Ltd.)
• Brands, Quality & Advertisement
• Own empirical finding - Experiment
  • Presentation of products
  • Data interpretation
• Conclusion

Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)

This scientific paper aims to demonstrate that products perceived as higher quality require less advertisement to sell. The reader will find theoretical sources as well as an empirical finding. The paper examines the influence of "Stiftung Warentest" on customer purchase decisions, demonstrating that a product's perceived quality can significantly influence purchase decisions, even for unfamiliar products. This paper ultimately suggests that good products, especially those with good test results, sell themselves. The key themes explored in this paper are:

• The relationship between perceived product quality and advertising
• The impact of quality seals on customer purchasing decisions
• The role of "Stiftung Warentest" in influencing consumer behavior
• The significance of quality as a key product attribute
• The importance of independent indicators of product quality

Zusammenfassung der Kapitel (Chapter Summaries)

• **Introduction:** This chapter introduces the concept of perceived product quality and its impact on consumer purchasing decisions. It highlights the growing importance of quality seals, particularly "Stiftung Warentest," as a source of information for consumers. The paper's hypothesis is presented: higher perceived quality products require less advertising to sell.
• **Quality:** This chapter defines the concept of quality and explores its significance in the context of consumer behavior. It examines the historical usage of the word "quality" in advertising and emphasizes the growing importance of quality as a defining factor in consumer choice.
• **Seal of quality:** This chapter focuses on the origin and function of quality seals. It presents "Stiftung Warentest" as a prominent example of a quality seal institution in Germany, exploring its history, function, and financial structure. An example of a "Stiftung Warentest" product test on sun lotions is discussed. The chapter also briefly introduces the International Consumer Research and Testing Ltd. (ICRT).
• **Brands, Quality & Advertisement:** This chapter explores the relationship between brands, perceived product quality, and advertisement. It discusses the influence of brands and quality on consumer purchasing decisions and the role of advertisement in promoting products.
• **Own empirical finding - Experiment:** This chapter presents the results of the author's own empirical study, which investigates the impact of quality seals on customer purchasing decisions. The study focuses on the presentation of products and the interpretation of the data collected.

Schlüsselwörter (Keywords)

This paper delves into the connection between perceived product quality and advertising, focusing on the influential role of quality seals in influencing consumer purchasing decisions. The paper highlights "Stiftung Warentest" as a key example of a trusted quality seal organization in Germany. The research also explores the impact of independent quality indicators on consumer behavior, emphasizing the importance of objective product evaluations for consumers. Key concepts explored include customer perception, consumer trust, brand reputation, and the interplay of quality, advertising, and sales success.