How do customers judge value?
How do customers judge value? — what studies show, and what they don't.
The research
Valarie Zeithaml (1988, Journal of Marketing) frames value as a subjective trade-off between benefits and sacrifices.
The limit
Exploratory, consumer goods. (our executive and employee training programmes)
Practical check in Lugano
Present concrete benefits before price, then ask what matters most. To go further: explore the High-Value Selling training in Lugano, or browse our executive and employee training programmes in Switzerland.
In pictures: High-Value Selling in Lugano
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