Recommended Reading / Theory

Consumer Values, Product Benefits and Customer Value

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
Pages 381-388
Association for Consumer Research

Abstract
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.

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