A framework of consumer perceived value on fashion products for female college students of France
Résumé
Consumer perceived value is paid attention by marketing and branding experts recently. Current existing researches
related to consumer perceived value are lack of analysis of inner dimensions of the consumer perceived value
framework. In this study, our research focuses on the development of the consumer perceived value framework. To
demonstrate the application of the proposed framework, a fashion-based consumer perceived value framework for
French female college students is developed. In order to obtain the desired framework, a knowledge-based conjecture
is firstly performed by a group of professional fashion marketing managers to generate a set of dimensions and
corresponding indicators of consumer perceived value, which contains 4 dimensions and 26 indicators. After that, the
conjecture framework is validated and adapted through a process of statics analysis based on experimental results of
collecting data from 350 female college students in France. Finally, we obtained a framework of consumer perceived
value for French female college students, which contains 7 dimensions and 26 indicators. The proposed framework is
validated though a set of analysis. Related experimental result has demonstrated that the final framework can be further
applied to consumer behavior analysis, marketing strategy and new product design and development planning.