Creating Customer Value From Strategic Positioning Stand-point Case Study : Henkel Algeria In The Household Industry

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.