Perceived value is a substantial determinant of most purchase decisions.
Value, however, can be created by several means in which
they differ in its magnitude for both customers (perceived value),
and the firm (profitability). This article focuses only on one approach
in creating value which is strategic positioning. Perceived
value is discussed using the means-end chain model and assessed
through conjoint analysis. Moreover, benefit segmentation was
employed to prevent the majority fallacy. The Henkel Algeria
company in the household care industry was taken as an example to
illustrate the importance of the cause (strategic positioning) and the
effect (customer value) and their impact on the firm.
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Posté Le : 23/03/2024
Posté par : einstein
Ecrit par : - Lalaoui Amor - Boukerch Yahia
Source : Revue des reformes Economique et intégration dans l’économie mondiale Volume 8, Numéro 16, Pages 9-44 2014-12-16