57
4.8
Customers’ expectations and perception of products’ value
The Likert scale has been used to estimate the rating percentage of the
product
s’ price in the five scales includes very cheap, cheap, moderate,
expensive and very expensive based on what customers expected and
experienced. Both table 9 and 10 below illustrate percentages of the number of
respondents according to products
’ price of the restaurant. It can be seen from
the tables that the majorit
y of respondents who evaluate the products’
price
according to the two variables expectation and perceptions have been ranked
the expensive scale as indicated the percentage of expectation (56.9) and
perception of (45.1). Meanwhile, the respondents who ranked their expectation
and experience of products price in very expensive scale was just of (25.5) %
and (15.7) % respectively, and the percentage of customers’ expectations
considers the second largest group of total informants.
Table 9. customer
expectations of product
s’ value (N=51).
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