MEASURING CUSTOMER’ PERCEIVED VALUE TO VIETNAMESE HIGH-QUALITY CONSUMER GOODS

Abstract

This research aims to identify the factors that constitute consumers’ perceived value to Vietnamese high-quality consumer goods. The study also examines how consumers’ perceived value of high quality Vietnamese products were. The Structural equation modeling (SEM) was used for determining whether a certain model is valid and imputing relationships between variables in the research framework. The results show that emotional value, social value and perceived quality have a significant impact on perceived value. Current price was rejected the proposed model as a non-nested alternative to the factor model except for the case.