An overview of the consumer value literature - perceived value, desired value

Abstract

The main idea of the present article is to shed light on the concept of value and its importance stated in the literature. The consumer perceived value construct is a very important component in the consumer value literature and it has been identified as one of the most important measures for gaining a competitive edge, being perceived as the basis for all marketing activities. The research methodology resumes to observing, summarizing, comparing and highlighting the most relevant information on consumer' perceived value available in the studied literature. The present article sustains the idea that consumer's perceived value can been associated with customer satisfaction, which leads to customer loyalty and retention, positive word-of-mouth, stronger competitive position, and higher market share. Regarding the methodology used in the development of the study, I appealed to the documentary research by consulting different speciality articles, in order to find out relevant aspects for the analized issues. The informational basis of the paper resides in the results of different findings captured both from online and phisic sources, articles published both in Romanian and foreign literature. The article is conceptual and suggests a new theoretical frame of reference describing value.Based on the literature, findings indicate different opinions regarding the circumstances within consumers perceive value or even think about it. Definitions given by the authors differ throughout the concepts analyzed : utility, benefits, quality and satisfaction; fact that rises difficulty in comparing their opinions. The authors could not find a common path over the components of perceived value and, of course, over a consistent and clear definition of it.

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