benefits and features of the product and perceive these benefits as a unique value provided solely by the organization.
# Price and quality: firms should consider that customers will seek to have a positive price/quality relationship for a product to make a purchase decision.

Zeithaml studied three consumer defined values: low price, quality and value for money, and features. The study concluded that perceived value is the customer's overall assessment of the utility of a product based on perceptions of what is received and what