GLOBAL QUALITY AS DETERMINANT OF CONSUMERBEHAVIOUR

In recent years, the analysis of consumer behaviour has become one of the central aspects of marketing strategies for every organisation. What consumption patterns can we expect to emerge in the future? Until recently, freedom of choice was mainly based on a comparison between prices and rewarding the cheaper offer paying growing attention to the functional and qualitative aspects. Yet, in the last 20 years a wide range of movements have become active in the diffusion of concepts that attribute an environmental and ethical potential to consumption. The purpose of this paper is to demonstrate how responsible consumption has become a key factor for the choices of consumers. The dependence between overall quality and purchase intention has been tested using the method of Multiple Linear Regression for paper handkerchiefs “Viviverde” produced and distributed by a leading Italian retailer. The results of the statistical analysis confirm that “Global quality” can now be considered a determinant of the consumers purchasing behaviour.