A framework of consumer perceived value on fashion products for female college students of France

Abstract

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