Consumers’ Education Level Impact on the Perception of the Search Experience Credence Products – Empirical Evidence

Abstract

The Search Experience Credence product classification model has been one of the most prominent categorization mechanisms in the product classification literature. Product categorization plays a major role in a company's marketing strategy. This paper presents the results of a survey conducted on consumers' perceptions of electronic commerce, the products being sold online and their categorization as Search Experience Credence type. Using the data collected from 271 consumers, the intent is to examine if there are any correlations between a certain demographic parameter, namely education level and the way consumers perceive the products. In this regard the study's results show that perception of a certain product type can differ depending on educational level. Implications of the results are discussed.