Market-Tržište, Vol. 24 No. 2, 2012.
Pregledni rad
Perceived value creation process: focus on the company offer
Irena Pandža Bajs
orcid.org/0000-0002-9191-8719
; Ekonomski fakultet-Zagreb, Katedra za marketing
Sažetak
In the competitive business environment, as the number of rational consumers faced with many choices increases, companies can achieve their dominance best by applying the business concepts oriented to consumers in order to deliver a value which is different and better than that of their competitors. Among the various products on the market, an educated consumer chooses the off er that provides the greatest value for him/her. Therefore, it is essential for each company to determine how consumers per ceive the value of its off er, and which factors determine the high level of perceived value for current and potential consumers. An analysis of these factors provides guidance on how to improve the existing off er and what the off er to be delivered in the future should be like. That could increase the perceived value of the company offer and result in a positive impact on consumer satisfaction and on establishing a stronger, longterm relationship with consumers. The process of defining the perceived value of a particular market off er is aff ected by the factors of the respective company’s off er as well as by competition factors, consumer factors and buying process factors. The aim of this paper is to analyze the relevant knowledge about the process of creating the perceived value of the company’s market offer and the factors that influence this process. The paper presents a conceptual model of the perceived value creation process in consumers’ mind.
Ključne riječi
perceived value; determinants of perceived value; perceived benefits; perceived costs
Hrčak ID:
95543
URI
Datum izdavanja:
23.12.2012.
Posjeta: 2.736 *