2. Customer perceived value
Customer perceived value is the evaluated value that a
customer perceives to obtain by buying a product. It is
the different between the total obtained benefits
according to the customer perception and the cost that
he had to pay for that. Customer perceived value is seen
in terms of satisfaction of needs a product or service can
offer to a potential customer. The customer will buy the
same product again only if he perceives to be getting
some value out of the product. Hence delivering this
value becomes the motto of market.
Customer perceived value = total perceived benefits
– total perceived costs
3. Customer perceived value
The cpv is kind of an evaluation done by customer on what value
a product or a service would be able to provide if he/she buys it
by paying money. Please note that the benefits and costs also
include the emotional benefits and cost.
Basics are
• customer data base
• Customer equity
• Customer life time
• Customer relationship
• Customer sales
4. Example of customer perceived value:
While buying a car, the expected reactions from
family and friends also become a part of benefit
or gain. The customer evaluates whether the
particular car would be able to provide whatever
he/she is looking for from a car. Whether the car
provide the comfort and the usability. Also for
many customer the perceived value would also
include the mileage a car gives.
