Abstract:

Understanding consumer values is one of the most critical elements in any successful marketing strategy and planning. Considerations of price and quality matter for consumers, but, in many instances, value orientation also affects everyday choices made by consumers. Applying two different approaches to the study of values, this presentation explores the different terrain of value orientation in a comparative context and measure the impact of value orientation on consumer choice such as the perception of premium price, brand preference and attitudes associated with the buying process.