THE EFFECTS OF PRICE, BRAND NAME AND INTRINSIC CUES ON BUYERS’ PRODUCT EVALUATIONS-AN EMPIRICAL STUDY OF HEALTH FOOD DRINKS AMONG MBA STUDENTS IN COIMBATORE

No PretestsPre-tests were used to determine a population of products familiar to subjects, as well as a population of intrinsic cues recognizable to the subjects and distinguishable on the basis of perceived quality and a range of prices.From three pretests, the researcher determined the population of products, brand names and product features recognizable to the subjects and distinguishable on the basis of perceived quality, and subjects' acceptable price ranges.The pre-tests also enabled the researcher to refine and purify the measurement scales.The pretests led to the selection of Health-Food Drinks.On the basis of pre-tests, three prices determined to be perceptively different, yet within the subject's acceptable price ranges, were posited as a high price, a medium price and a low price for each product.Additionally one price treatment (too high) was above subjects' acceptable price ranges to test whether perceptions of value and willingness to buy would show non-linear tendencies.