This question is quite general - you may need to be more specific. We see different behaviour depending on the product, for example, some effects may be more significant for low fat/ low cholesterol product choices as consumers age. I draw your attention to a link here to Google Scholar with some papers for you to download and find what you need. Just search for combinations of product-consumer category-benefit/perceived benefit etc.
https://scholar.google.co.uk/scholar?hl=en&q=age+and+gender+effects+consumer&btnG=&as_sdt=1%2C5&as_sdtp=
The following sources should be helpful to your topic:
- Buttle, F. (2009). Creating Value for Customers. In: Buttle, F. (ed.) Customer Relationship Management: Concepts and Technologies. Burlington: USA: Butterworth-Heinemann, Chapter 7, pp. 185-220.
- Edvardsson, B., Enquist, B. and Johnston, R. (2005). Cocreating Customer Value Through Hyperreality in the Prepurchase Service Experience. Journal of Service Research, 8, 2, pp. 149-161.
- Sánchez-Fernández, R. and Iniesta-Bonillo, M. Á. (2007). The concept of perceived value: a systematic review of the research. Marketing Theory, 7, 4, pp. 427-451.
- Woodruff, R. B. (1997). Customer value: The next source for competitive advantage. Journal of the Academy of Marketing Science, 25, 2, pp. 139-153.
What customers value?
Customers value the benefits that the product or service offers. We often use the example, 'customers buy pain killer, not Panadol'.
What benefits they get from their purchase?
Often, the benefits customers get is the experience.
Is it different across age and gender?
Most often yes. One key concept in marketing is the market segmentation. Age and gender are two of the most often used bases of segmentation. The experience the customers seek/gain is quite different across age and gender.
Best wishes!
Dear Biranchi
Because your question is general, the answer I will give you is also general. A consumer can obtain value (flow of benefits) of the offer of a company from 3 sources:
1) Products of the company (tangible)
2) Services of the company (intangible)
3) Image and psychological sensations surrounding the products / services (eg prestige, security).
On the other hand, of course there are differences between segments in terms of the priorities of the value sought. For example, in retail food and beverage environments, men value sales staff more than women.
Greetings,
Jorge
What is the customer value = motivation of purchase decision?
The real question is: what is the theory (if any) of customer value?
There is very simple theory of b2b customer value/motivation: the value/motivation for b2b customers is the NPV measured by 7 financial value drivers.
Töytäri P., Brashear T., Parvinen AP,. Ollila I., Rosendahl N. (2011) Bridging the theory to application gap in value-based selling. Journal of Business & Industrial Marketing, Vol. 26 Iss 7, 493 – 502.
Wouters M., Kirchberger M.A. (2015) Customer value propositions as interorganizational management accounting to support customer collaboration. Industrial Marketing Management 46 (2015), 54–67.
R Kłeczek: NPV-relevant product description and b2b marketing contribution to value creation. Management and Business Administration. Central Europe. VOL. 22, NO. 4(127), 2014, s 109-117.
R Kłeczek (2017) Where is value in b2b value proposition? The concept of value in research on selling, innovation management and NPD. Marketing i Rynek No 4
Consequently, the supplier's Value Proposition = impact of the offer on the customer's business value (NPV). The concept of business customer value is non-perceptual and the scholars treat it as the important development in theory of customer value in general.
The consumer value theory suggests that the consumer value is perceptual in type so the consumer value depends on consumer perceptions. Consequently the supplier's Value Proposition (= impact of the offer on consumer value) is perceptual. There are some different conceptualizations about what the perceptions are and which perceptions are important in buyers decisions.
Apart of it, the consumer value theory omits at least four problems: 1. what is the consumer value, when consumer invest (in own education for instance)? is the value also perceptual? 2. what is the difference between short and long time perceptions of the same value or offer? (the consumer value theory is short time oriented I would say) 3. are the consumer perceptions the only/main source of information in the offer (Value Proposition) creation process, 4. is the consumer benefit and meaning the same? (vide: R Verganti's doubts as to 3 and suggestions as to 4)
Verganti R., Öberg A. (2013) Interpreting and envisioning — A hermeneutic framework to look at radical innovation of meanings. Industrial Marketing Management 42, 86–95.
Verganti R (201x) Design, meanings and radical innovation: A meta-model and a research agenda. Journal of Product Innovation Management.
http://www.uniroma2.it/didattica/direzioneestrategie/deposito/Verganti.pdf
My summary
There are no ready theory suggestions to answer your question. You can answer to your question by your own contribution to the theory of the customer value.
Richard
http://www.marketingirynek.pl/archiwum/marketing_i_rynek_nr_04_2017,p832264532
