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Actual Problems
of Economics and Law

 

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DOI: 10.21202/1993-047X.13.2019.2.1192-1201

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Authors :
1. Elena V. Sologub, post-graduate student
Far Eastern Federal University



Theoretical approaches to forming consumer value of goods/services


Objective: to determine ways of forming the consumer value of goods/services on the basis of existing approaches and methods.


Methods: comparative analysis, dialectical method of scientific cognition, logical analysis were used. Content analysis was used in the study of documentary sources. Methods of description and generalization are involved. The study uses a systematic approach, which consists in allocating the methodological principles to consider the studied approaches to the formation of consumer value of goods/services.


Results: in marketing, one of the most important categories is the approach based on the assessment of a product or service value by a consumer. The article emphasizes the need to take into account the contradictions in the understanding of goods value by the consumer and the manufacturer when forming a corporate strategy. The author analyzes the existing approaches to the formation of consumer value of goods/services, and studies the features of these approaches. There are significant factors that must be taken into account when creating customer value. In particular, the author analyzes the concepts of the provided consumer value, the quality management theory, and the concept of joint value creation, which is currently one of the key trends in the business community. Also, the process and levels formation of chains of consumer value creation are considered.


Scientific novelty: the contradiction is indicated between significant factors of consumer value of goods/services for the company and for the consumer; the division of consumer values into four enlarged groups is proposed.


Practical significance: the study results can be used to form the consumer value of goods/services, providing the company with a sustainable competitive advantage.


Keywords :

economics and national economy management; Customer value; Formation of customer value; Value approach; Goods; Services; Consumer


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Citation :

Sologub E. V. Theoretical approaches to forming consumer value of goods/services, Actual Problems of Economics and Law, 2019, vol. 13, No. 2, pp. 1192–1201 (in Russ.). DOI: http://dx.doi.org/10.21202/1993-047X.13.2019.2.1192-1201


Type of article : The scientific article

Date of receipt of the article :
05.01.2019

Date of adoption of the print :
30.03.2019

Date of online accommodation :
25.06.2019