Measuring Product Commoditization
(R2023-117169)

AUTHORS

Udo Wagner, University of Vienna; Fernanda Sepúlveda Simon, (2) Technical University Bergakademie Freiberg; Margit Enke, TU Bergakademie Freiberg

ABSTRACT

Commoditization refers to the process by which a product or service becomes standardized and interchangeable with similar products or services in the market, resulting in a reduction of its perceived value and a focus on price competition. Extant literature lacks a validated scale to assess product commoditization from a consumer perspective. The current research concep-tualizes the construct of product commoditization and develops a scale that assesses commod-itization as expressed by the four dimensions of brand awareness, price sensitivity, product homogeneity, and willingness to switch. Four studies using multiple methods confirm the reli-ability and validity of the product commoditization construct.