Competitive Analysis by Manufactures of Automobiles and Sports Utility Vehicles (SUV), using the Customer Perceived Value as a tool for that purpose
Main Article Content
Keywords
marketing, customer perceived value, CPV, SUV, competitive analysis, motor vehicles manufactures and dealers, market opportunities
Abstract
This article addresses the use of Customer Perceived Value as a tool for Competitive Analysis by manufactures and dealers of Sports Utility Vehicles (SUV). It shows how both, the relative importance of the value attributes and the performance evaluation of the main brands competing in the market, were determined. Then, the way a brand goes about to visualize its competitive position, is illustrated. It also portraits the gap between the ideal value expected by the market and the actual perceived value offer, which is like a “map” of opportunities for existing firms and new comers.
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References
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Roper, K. S. (2003). A Strategic Corner Stone-Defining and Measuring Customer Value. Journal of Construction Accounting and Taxation, 13(2), 24-30.
Sánchez-Fernandez, R., & Iniesta-Bonillo, A. (2007). The concept of perceived value: a systematic review of the research. Marketing Theory, 7(4), 427-451. doi: 10.1177/1470593107083165
Swaddling, D. C., & Miller, C. (2002). Don't measure customer satisfaction, customer perceived value is a better alternative to traditional customer satisfaction measurements. Quality Progress, 35(5), 62-67.
Sweeney, J. C., & Soutar, G. N. (2001). Consumer Perceived Value: the development of a multiple item scale. Journal of Retailing, 77(2), 203-220. doi: 10.1016/S0022-4359(01)00041-0
Thaler, R. (1985). Mental Accounting and Consumer Choise. Marketing Science, 4(3), 199-214. doi: 10.1287/mksc.4.3.199
Treacy, M., & Wiersema, F. (1995). The Discipline of Market Leaders. Reading. MA: Addison-Wesley.
Wang, Y., Lo, H. P., Chi, R. & Yang, Y. (2004). An Integrated Framework for Customer Value and Customer-Relationship-Management Performance: A Customer-Based Perspective from China. Managing Service Quality 14(2-3), 169-182. doi: 10.1108/09604520410528590
Woodruff, R. B., & Gardial, S. F. (1996). Know Your Customer: New Approaches to Understanding Customer Value and Satisfaction. Cambridge: Blackwell Publishers Inc.
Zeithaml, V. A. (1988). Consumer perceptions of price, quality and value: a means-end model and synthesis of evidence. Journal of Marketing 52(3), 2-22.
Baby Moreno, J., & Londoño Jaramillo, J. G. (2005). Valor Percibido por el Cliente (VPC), como una herramienta para el análisis competitivo. AD-Minister, 6, 96-113. Recuperado de http://publicaciones.eafit.edu.co/index.php/administer/article/view/666#.U15j3VV5O4s
BBVA Research, (2011). Situación Automotriz Colombia 2011. Recuperado de http://www.bbvaresearch.com/KETD/fbin/mult/1112_SitAutomotriz_Colombia_Dic11_tcm346-282392.pdf?ts=5122012
Bolton, R. N., & Drew, J. H. (1991). A longitudinal analysis of the impact of service changes on customer attitudes. Journal of Marketing, 55(1), 1-9.
Brunswick, E. (1956), Perception and the Representative Design of Psicological Experiments. Berkeley, CA: University of California Press.
Chang, T., & Wildt, A. R. (1994). Price, Product Information, and Purchase Intention: An Empirical Study. Journal of the Academy of Marketing Science, 22(1), 16-27. doi: 10.1177/0092070394221002
Cronin, J. J., Brady, M. K., & Hult, G. T. M. (2000). Assessing the Effects of Quality, Value, and Customer Satisfaction on Consumer Behavioral intentions in Services Environments, Journal of Retailing, 76(2), 193-218. doi: 10.1016/S0022-4359(00)00028-2
DANE (2012). Censo general 2005. Recuperado de https://www.dane.gov.co/index.php/poblacion-y-registros-vitales/censos/censo-2005
Dodds, W. B., & Monroe, K. B. (1985). The effect of brand and price information on subjective product evaluation, Advances in Consumer Research, 12, 85-90.
Dodds, W. B., Monroe, K. B., & Grewal, D. (1991). Effects of Price, Brand, and Store Information on Buyers’ Product Evaluations, Journal of Marketing Research, 28(3), 307-319. doi: 10.2307/3172866
Econometría, Comité Automotor Colombiano (2012). Adelanto Boletín de Prensa – Noviembre de 2012. Recuperado de http://web.econometria.com.co/images/Vehiculos/Boletin.pdf
Eggert, A., & Ulaga, W. (2002). Customer Perceived Value: A Substitute for Satisfaction in Business Markets? The Journal of Business & Industrial
Marketing, 17(2/3), 107-118. doi: 10.1108/08858620210419754
Grewal, D., Monroe, K. B., & Krishnan, R. (1998). The Effects of Price-Comparison Advertising on Buyer's Perceptions of Adquisition Value, Transaction Value, and Behavioral Intentions. Journal of Marketing, 62(2), 46-59.
Holbrook, M. B. (1994). The Measure of Customer Value: An Axiology of Services in the Consumption Experience. Thousand Oaks: Sage.
Indrajit, S., & DeSarbo, W. S. (1998). An Integrated Approach Toward the Spatial Modeling of Perceived Customer Value. Journal of Marketing Research, 35(2), 236-249. doi: 10.2307/3151851
Monroe, K. B. (1990). Pricing: Making Profitable Decisions. New York: McGraw Hill.
Monroe, K. B., & Krishnan, R. (1985). The effect of price on subjective product evaluations. En J. Jacoby & J. Olson (eds.). Perceived Quality: How Consumers View Stores and Merchandise. Lexington: D. C. Heath.
Olson, J., & Jacoby, J. (1972). Cue Utilization in the Quality Perception Process. En M. Venkatesan (ed.), SV - Proceedings of the Third Annual Conference of the Association for Consumer Research (pp. 167-179). Chicago. Recuperado de http://www.acrwebsite.org/search/view-conference-proceedings.aspx?Id=11997
Redacción Revista Motor (2013). Análisis del desempeño de la industria automotriz nacional en el 2012. Recuperado de http://www.motor.com.co/revista-motor/23deenerode2013/Articulo-web-new_nota_interior-12535803.html
Renting Colombia (s.f.). Informe de Gestión - Informe de la Junta Directiva y del representante legal a la Asamblea General de Accionistas de Renting Colombia. Recuperado de http://www.rentingcolombia.com/cs/Satellite?c=Page&cid=1259764674870&pagename=RentingColombia%2FPage%2FRC_Home
Roper, K. S. (2003). A Strategic Corner Stone-Defining and Measuring Customer Value. Journal of Construction Accounting and Taxation, 13(2), 24-30.
Sánchez-Fernandez, R., & Iniesta-Bonillo, A. (2007). The concept of perceived value: a systematic review of the research. Marketing Theory, 7(4), 427-451. doi: 10.1177/1470593107083165
Swaddling, D. C., & Miller, C. (2002). Don't measure customer satisfaction, customer perceived value is a better alternative to traditional customer satisfaction measurements. Quality Progress, 35(5), 62-67.
Sweeney, J. C., & Soutar, G. N. (2001). Consumer Perceived Value: the development of a multiple item scale. Journal of Retailing, 77(2), 203-220. doi: 10.1016/S0022-4359(01)00041-0
Thaler, R. (1985). Mental Accounting and Consumer Choise. Marketing Science, 4(3), 199-214. doi: 10.1287/mksc.4.3.199
Treacy, M., & Wiersema, F. (1995). The Discipline of Market Leaders. Reading. MA: Addison-Wesley.
Wang, Y., Lo, H. P., Chi, R. & Yang, Y. (2004). An Integrated Framework for Customer Value and Customer-Relationship-Management Performance: A Customer-Based Perspective from China. Managing Service Quality 14(2-3), 169-182. doi: 10.1108/09604520410528590
Woodruff, R. B., & Gardial, S. F. (1996). Know Your Customer: New Approaches to Understanding Customer Value and Satisfaction. Cambridge: Blackwell Publishers Inc.
Zeithaml, V. A. (1988). Consumer perceptions of price, quality and value: a means-end model and synthesis of evidence. Journal of Marketing 52(3), 2-22.
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Published
May 22, 2014
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How to Cite
Baby Moreno, J., & Restrepo Ayala, C. A. (2014). Competitive Analysis by Manufactures of Automobiles and Sports Utility Vehicles (SUV), using the Customer Perceived Value as a tool for that purpose. AD-Minister, (24), 9–32. Retrieved from https://publicaciones.eafit.edu.co/index.php/administer/article/view/2128
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Author Biographies
Jaime Baby Moreno, Universidad EAFIT
Universidad EAFITCarlos Andrés Restrepo Ayala, Profesor Asistente Escuela de Ciencias Estratégicas Universidad Pontificia Bolivariana, Medellín, Colombia
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