Analyzing the Deviation of Product Value Judgment

Abstract

Consumers perceive the value of durable goods at two points of time: first, they form their opinion about the value immediately before purchase determining their choice. Second, they form their opinion during the utilization phase, which determines their repurchase behavior. Both the expected pre-purchase value and perceived value during the utilization phase are affected by the product quality. Functionality and accuracy of production maintain no longer the only criteria for product differentiation. Ultimately, the perceived product quality, design and usability have a significant impact on the customer perceived product value. This paper presents the developed CPV construct and a three phased approach to provide the evidence that the pre-purchase differs significantly from the post-purchase value judgments. Empirical data of pre-studies are presented in this paper.