Factors affecting consumer perceptions on product safety

Alan Ching Biu Tse (Department of Marketing, The Chinese University of Hong Kong, Hong Kong)

European Journal of Marketing

ISSN: 0309-0566

Publication date: 1 October 1999


Examines how perceived product safety may be affected by such product‐related factors as price, brand name, store name, promotion channels, source credibility, country of origin, nature of product testing authority and warranty. Shows that perceived product safety was significantly affected by all of the variables mentioned above. Implies that, by carefully manipulating these variables in formulating marketing strategies, managers can attract the large and growing market of safety‐conscious consumers and gain a competitive edge that cannot possibly be ignored.



Ching Biu Tse, A. (1999), "Factors affecting consumer perceptions on product safety", European Journal of Marketing, Vol. 33 No. 9/10, pp. 911-925. https://doi.org/10.1108/03090569910285841

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Copyright © 1999, MCB UP Limited

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