Adding Value Conclusions

• Positive value derived from owning and using a product is what customers seek and will pay for.
  • Actual value.
  • Perceived value.

• Buyers prefer to base their buying decisions on actual value rather than perceived value.
  • Actual value is inherently more realistic and objective.

• To create perceived value only one variable in the value formula needs to be of the perceived type.
  • Perceived value can either be based solely on perceived components, or on perceived and actual components.

• The key to deliver high perceived value is make the buyer believe the product offering is:
  • Beyond their expectation.
  • Helping them to solve a problem.
  • Making them happy.

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© 2008 John Michael Pierobon

Notes