Statistical Analysis of Consumer Perceived Value Deviation

The lack of integration of customer requirements throughout the product development process can lead to over-engineering or performance gaps, which may result in the failure of a product or innovation. From the company's point of view, the lack of integration can lead to instabilities during ramp-up. However, a high level of product maturity in early stages is of very great importance for the ramp-up. Consumers perceive the value of durable goods in the consumption process at two different points of time. The perceived value based on first impressions influences their buying behavior. In the subsequent usage phase consumers form a new value judgment that affects the repurchase behavior. Conversely, the survey methods to represent the pre-purchase and post-purchase value judgment are not sufficiently discussed in the literature. In this sense, a survey instrument was developed that can be used at both time points to asses the deviation of pre-purchase and post-purchase value judgments. This paper represents the results of the statistical analysis, whether the pre-purchase-value differs significantly from the post-purchase-value. Furthermore, it is examined whether a statement about the consumer's willingness to pay can be made on the basis of the perceived value. The knowledge about the deviation of perceived value have implications for the product maturity and thus during ramp-up.