Consumer Values, Product Benefits and Customer Value: a Consumption Behavior Approach
Albert Wenben Lai
University of Wisconsin-Madison
Advances in Consumer Research
Volume 22, 1995
Association for Consumer Research
From the perspective of consumption behavior analysis, this paper constructs a framework of product valuation for consumers and its typology of product benefits. Then, the paper presents a comprehensive model of customer value for the consumer market integrating consumer values, product benefits, logistic benefits, and various costs of consumption. Finally, the implications of holistic consumption behavior analysis for marketing strategy are discussed.