Abstract:
This thesis was taken in hand with a view to make an in depth
study of the Garvin dimensions of quality in common commodity
goods and capital goods as perceived by a common consumer.
The study was aimed to ascertain whether there is any
difference in prioritization of dimensions of quality and the
factors that influence consumer perception. The methodology
adapted for the research was collection of data from
questionnaire . There were 200 respondents, 100 were from
common commodity goods and 100 were from capital goods. The
consumers were taken from Islamabad . The results showed that
manufacturers of capital goods should emphasize more on
performance, features and conformance. The manufacturer of
commodity goods should more emphasize on reliability,
durability, response, reputation and aesthetics. In both
types of goods culture and personality has less influence
while reference groups , family life cycle, advertising and
motivation plays important role in buying quality goods. It
is generally believed that price would have a greater impact
on our buying behavior; the same was not observed in this
research , as the respondents did not accord very high
importance to price probably because people are quite
conscious about quality.
