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Perceived Quality

In document MASTER’S THESIS (pagina 30-33)

4. RESULTS

4.3 Perceived Quality

Perceived quality was formed as the second cluster in this study, which refers to the quality customers expect the products to be when the brand has digitally disintermediated or when shopping via a physical retailer. Respondents link the perceived quality to the advice, expertise and information they get. Besides that, they mention a feel of exclusivity of the brand and the price to contribute to the perceived quality.

4.3.1 Advice, expertise and information

The amount of advice, expertise and information customers get via the brand’s platforms and physical retailers differ for the group of respondents. Customer A mentions: “In store, they always give me the best advice on which products or brands to go with, as I am not

ridiculously fan of one particular brand as I said before.” And Customer T says: “In the MOOI, I think they have quite some expertise on Armani perfumes. I do know other retailers such as Douglas or the Stadsdrogist where they don’t know much about the brand itself.”

Customer R argues that store employees work for the retailer and do not represent the particular brand, which is according to her sometimes visible in the amount of information they can provide on a certain brand. Customer J says he gets an equal amount of information

by both means of shopping. Customer S agrees by stating: “Both the web shop and the pharmaceutic store provide me with enough expertise and information I would say. The employees tend to care more about providing you with the right information than for instance at Douglas so that is different for the retailers.” Customer V said he got good advice on which perfume to buy for his wife in-store. On the other hand, respondents argue they get more precise advice and information through the brand’s platforms. “If you click on one of the products it gives a clear overview of who it is for, so think of different skin types, what it does, how to apply in steps etcetera. Great amount of information.” - Customer U. Customer N argues that because of the chatbot and several apps where you could try out make-up shades, she feels like she gets the most information on what purchase to make. Customer O thinks that when clicking on a certain product on the brand’s web shop, a lot of information pops up regarding the products details, such as ingredients, how-to-use the product. The brand’s Instagram plays a role as well according to Customer M: “Well via Maybelline’s Instagram for instance which leads you directly to their website it’s all about the brand and providing lots of information, which makes me feel that I get more from them directly, yes.”

Besides that: “Through their own platforms, definitely. NYX socials for instance provide you with so much information and recommendations for Christmas for instance. So nice!” - Customer I.

4.3.2 Feel of exclusivity of the brand

Some of the respondents mentioned exclusivity of the brand as a result of digital

disintermediation. Customer M comes back to the tools the brand uses on its platforms and argues that whenever a brand keeps these tools to itself it is less interesting and less exclusive to buy via a physical retailer. Customer J and Customer O argue exclusivity through the online web shop as well by stating respectively: “I feel like it is very exclusive this way,

through the online web shop.” And “They also make you want to feel this way if they be like

‘exclusive discount if you sign up now.” Customer U mentions that she gets exclusive deals via Vichy’s own platforms. The overall feel customers get from the website plays a role as well according to some of the respondents. “The YSL website shows off luxury and exclusivity compared to the YSL section in the Douglas” – Customer Y. “I think Lancôme’s website looks super fancy and exclusive” – Customer R. Customer T states: “How Armani offers their products on their website makes it feel so much more exclusive than when you run into it at an ICI Paris” and Customer I says that NYX also hosts events for members and

influencers that all lead back to their own platforms and show exclusivity.

4.3.3 Price

All respondents mention prices are the same with and without digital disintermediation. Yet, they tend to have different opinions on price and perceived quality. Most respondents feel like price in general, regardless of the shopping medium, influences their perceived quality of the brand and products. “The brand’s overall price is relatively high for a student like me and that also kind of makes me perceive it as high quality brand” – Customer U . According to Customer N, who argues she is only 17 and therefore the prices are relatively high and show of quality. Customer V says higher prices show off quality to him: “If you ever tried to buy a Chanel product you probably know as well that it is very expensive, but yes it shows off quality to me. It just does not differ for buying it online through the brand or in-store via a retailer.” Customer L says: “Price is a very important sign of quality for me and Dior prices are quite high. A friend referred this perfume to me and I was in shock when I saw the price, but I figured it would just last really long.” Customer A, Customer R and Customer B all mention that prices are the same for both channels and high, which they link to a higher quality. Customer S and Customer D still perceive the quality to be higher when they are

shopping on the brand’s own platforms. Customer S states: “I believe the price is the same right for when you buy this face cream on the Clinique web shop and in store. I do have to say that I still expect the quality to be higher via the brand itself. In the Douglas for instance it is surrounded by other products in lower price ranges as well, which makes the whole quality feel drop a little.” Customer D agrees: “Not sure about the difference in price

between Hugo Boss’ web shop and Douglas or any other store that sells them, but when I see other lower prices in store I think the quality to be higher on their web shop.”

In document MASTER’S THESIS (pagina 30-33)