Components of 1. Consumer Perceived Value

Consumer perceived value is a multi-dimensional concept, which usually includes functional value, emotional value, social value and cognitive value. When conducting market research, Champu Consulting conducts in-depth analysis of these different value dimensions.

1. Functional value: refers to the ability of a product or service to meet the basic needs of consumers. When doing market research for a smartphone brand, Shangpu Consulting focused on the performance, durability and ease of use of the product to evaluate its functional value.

2. Emotional value: refers to the ability of a product or service to meet the emotional needs of consumers. When conducting research for a fashion brand, Shangpu Consulting evaluates its emotional value by analyzing consumers' emotional connections and aesthetic preferences for the brand.

3. Social value: refers to the ability of a product or service to help consumers establish social identity and status. When investigating the high-end car market, Shangpu Consulting examines the impact of brands on consumers' social image to assess their social value.

4. Cognitive value: refers to consumers' evaluation of the cognitive quality and brand image of a product or service. When doing research for a health food brand, Shangpu Consulting assessed its cognitive value by analyzing consumers' perceptions of brand knowledge, innovation and professionalism.

Evaluation Method of 2. Consumer Perceived Value

In order to accurately assess the perceived value of consumers, Champ Consulting has adopted a series of scientific assessment methods.

1. Questionnaire survey: Collect direct feedback from consumers by designing questionnaires containing various evaluation indicators. When doing research for an e-commerce platform, Shangpu Consulting designed a questionnaire containing functional, emotional, social and cognitive dimensions, effectively collecting consumer perceived value data.

2. In-depth interviews: Through one-on-one interviews, in-depth understanding of consumers' detailed feelings and evaluations of products or services. When conducting research for a cosmetics brand, Shangpu Consulting obtained consumers' emotional and aesthetic experience of the product through in-depth interviews.

3. Focus groups: Organize a small group of consumers to discuss and collect their direct reactions and suggestions about the product or service. When investigating a newly opened restaurant, Champ Consulting used focus group discussions to understand consumer perceptions of the restaurant's environment, dishes and services.

4. Field observation: Evaluate the perceived value of consumers by observing their behavior in the actual purchase and use process. While doing research for a sporting goods store, Shangpu Consulting analyzed consumer reactions to the in-store layout, product display and trial experience through field observations.

Application of 3. Evaluation Results in Market Strategy

Shangpu Consulting applies the evaluation results of consumer perceived value to the formulation and adjustment of market strategy to improve the market performance of enterprises.

1. Product improvement: According to the consumer's evaluation of the functional value, the enterprise can improve and optimize the product. After finding that the intelligent function of a certain brand of TV is not perfect, Shangpu Consulting Company suggested that enterprises should strengthen product research and development and upgrading.

2. Brand building: According to consumers' perception of emotional and social value, enterprises can create a more attractive brand image. After Shangpu Consulting provided research results for a clothing brand, the company adjusted its brand communication strategy and strengthened the brand's emotional connection and social identity.

3. Pricing strategy: Based on consumers' evaluation of cognitive value, companies can develop a reasonable pricing strategy. After the survey found that consumers have a high cognitive value of a certain brand of health care products, Shangpu Consulting suggested that companies can appropriately increase product prices to reflect their value.

4. Marketing promotion: Using the evaluation results of consumers' perceived value, enterprises can develop more effective marketing promotion plans. After doing research for an online education platform, Shangpu Consulting recommends that companies carry out key marketing activities for the educational content and service quality that consumers most recognize.

Case Analysis of 4. Champ Consulting

Champ Consulting has successfully applied consumer perceived value assessment in a number of industries and fields, and the following are a few typical cases.

1. Smartphone brand: By evaluating consumers' perceived value of various functions of smartphones, Shangpu Consulting helps brands identify the core competitiveness of their products, and on this basis puts forward suggestions for product improvement and market positioning.

2. Fashion brand: By analyzing consumers' perception of the emotional and social value of fashion brands, Shangpu Consulting has helped brands deepen their ties with target consumers and successfully enhance their market influence.

3. High-end automobile brands: Through the evaluation of consumers' social value of high-end automobile brands, Shangpu Consulting Company provides strategic suggestions on how to strengthen the high-end image of the brand and enhance the identity of consumers.

4. Health food brands: Shangpu Consulting uses the results of consumers' evaluation of the perceived value of health food brands to help brands optimize their market communication strategies and increase consumers' trust and loyalty to the brand.

5. Conclusion

Consumer perceived value assessment is of great significance for enterprises to understand the market and consumer needs, optimize products and services, and formulate effective market strategies. Through professional market research methods and rich practical experience, Shangpu Consulting Company has provided a series of successful consumer perceived value evaluation cases for enterprises. In the future, Shangpu Consulting will continue to explore and innovate evaluation methods to help more companies achieve market success and brand growth.