Abstract

The perceived customer value is a multi-faceted concept and there is a relationship between the elements that compose an offering and the subjective interpretation of individuals. Within the same product category, different components are more meaningful to customers and have a different influence on shaping their value perception. Identifying the elements of value and the components that are meaningful to customers in a given distribution context helps marketers to focus on the specific characteristics that a value offering should have, in order to be more effective and resonate with the largest number of customers in a target market.

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