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Competitive advantage of the car brand in the light of qualitative price quantification: Analysis based on the example of the selected impact area

Janusz Ząbek ()
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Janusz Ząbek: Małopolska School of Economics in Tarnów, Poland

Zeszyty Naukowe Małopolskiej Wyższej Szkoły Ekonomicznej w Tarnowie / The Malopolska School of Economics in Tarnow Research Papers Collection, 2020, vol. 48, issue 4, 77-93

Abstract: Changing operating conditions cause an important challenge for car manufacturers to influence the market through price. The main research goal of the work is to identify the role of price in building the competitive advantage of the car brand manufacturer in a given area of its impact. Auditorium research was carried out among the clients of a leading car brand from the area of the former Tarnów province. The research shows the rule of creating a competitive advantage. The rule shows that the number of customers satisfied with the final quality of the purchased product is greater if there is a larger number of customers deciding on the choice of the brand and the repair plant representing the brand based on the price. This rule also indicates that the number of customers satisfied with the final quality of the purchased product is greater if the number of customers considering the price of specific repair services as meeting their requirements is greater. The study confirmed that effective price management using quality parameters means that the brand will gain a competitive advantage. Price evaluation using quality can be used to market brands in global conditions.

Keywords: competitive advantage; quality; satisfaction; brand; dealership network (search for similar items in EconPapers)
JEL-codes: M21 M31 L62 (search for similar items in EconPapers)
Date: 2020
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Persistent link: https://EconPapers.repec.org/RePEc:znm:journl:v:48:y:2020:i:4:p:77-93

DOI: 10.25944/znmwse.2020.04.7793

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