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The concept of “Perceived Value" is a core marketing concept. It lies at the epicenter of any marketing strategy by a good marketer. The term perceived value deals solely with a particular customer's ( or a group of customers' ) perception of a product or a particular brand or even a particular variant of a product. It is the worth that a product commands in the customer's views. Higher the level of value than the customer expects from a product, the higher the worth of that product and greater is the competitive strength of that product in the market, and vice versa. In order to properly understand the concept of “Perceived Value”, we should have understanding of the concept of”Value” as used in marketing terms. The value attached to a product or service is the benefits that accrue from that product / service to a customer relative to the cost that the customer has to pay for such product or service.
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