Perceived value concept in marketing and its measurement

Perceived value concept has been given growing importance by both businesses and academicians especially since 90?s. In this context, identifying consumers? value perceptions of products and services is critical issue for obtaining competitive advantage among businesses as well as explaining the purchasing behavior of consumer in detail.The aim of this study is to research whether perceived value scales which are suggested in the literature, can be applicable in Turkey conditions and develop a perceived value scale. With this aim, questionnaires are prepared for cellular phone, clothing products categories and restaurant services with the aid of literature findings, dept interviews and focus groups. Questionnaires were carried out in two provinces (Istanbul, Sakarya) of Turkey. Exploratory Factor Analysis (EFA) and Confirmatory Factor Analysis (CFA) were used for evaluations of scales.In this study, perceived value scales are developed for cellular phone, clothing product groups and restaurant services in order to display the similarities and differences in these scales. With this aim, common dimensions have been obtained in the percieved value scales that are developed for two products and one service. These are the dimensions of emotional value and risk. On the other hand, it has been observed that the functional value for the restaurant services and for clothing product groups and the store service for celular phone and clothing product groups came out to be the common dimension. But other dimensions show some differences in the sense of product and service As a result, it has been observed that the perceived value scales that are recommended in the literature are partially applicable in Turkey conditions and they should include different dimensions.