Resumo

GIL SAURA, Irene  e  GONZALEZ GALLARZA, Martina. Investigating perceived value from a marketing view point. Innovar [online]. 2008, vol.18, n.31, pp.9-18. ISSN 0121-5051.

Attempts to understand the real meaning of perceived value in buying and consuming products and services have increased significantly since 2000. The fact is that today value is considered as being at the heart of approaches to marketing. However, it is also true that studying it has followed on the heels of interest shown in two other key variables (quality and satisfaction) and that certain regret has been expressed in the doctrine concerning the lack of understanding regarding what is perceived value and what is not. We have tried to approach the investigation of perceived value in this article, expressing its clear and obscure areas and offering a comprehensive conceptual framework serving as reference for the different contributions collected in this publication.

Palavras-chave : Value; perceived value; value for the client; value for the consumer; investigation regarding value; consumer behaviour.

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