Value in exchange : the consumer perspective

This research investigated the consumer's perspective of value in the exchanges that take place between product providers and product users. Different types of value meanings were identified, defined and measured. Proposed relationships between value types and important consumer behaviors were also tested. A combination of qualitative techniques (depth interviews and focus groups) and quantitative methods (LISREL) were used to meet the research objectives of this dissertation. Findings suggest that consumers' postpurchase evaluations are the result of a complex process that is driven by the combined effects of 1) the product's functional performance and 2) the product's ability to enhance user well being.