* robots

Subject: Marketing

Title : Customer Matrix

Customer Value Perception

The customer matrix is a graphical representation of the value a customer places on a certain good.

It assumes that customers value products in two ways.

(i) By perceived use value (PUV) – i.e. quality: “The satisfaction experienced by the buyer in purchasing and using the product of the service.”
(ii) Perceived price.

These dimensions are “perceived” rather than “actual”; because purchasing intensions are motivated by what customers think they are getting, not what they are actually getting.

Equivalent products are ones with similar perceived use values and similar perceived prices.

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