Perceived value is how much a customer believes a product or service is worth—based not just on what it is, but how it’s presented, how it feels, and what it solves for them.
Key Insight
People don’t buy the “best” product—they buy the one they believe is best for them.
That belief is what creates value in their mind.
Perceived Value ≠ Price:- A product can be expensive and still feel like a great deal (if the value is clear).
- Another can be cheap and still feel like a waste of money (if the value is missing).
What Influences Perceived Value:
- Quality of ingredients or materials
- Packaging and branding
- Customer service and expertise
- Store environment (clean, curated, confident)
- Product story and education
- Trust in the person recommending it
Real Talk
A customer doesn’t just buy the food. They buy your confidence, your knowledge, your tone, and the feeling that they’re doing something good for their pet.
Tip: If you want customers to say “wow, that’s worth it,” make sure they understand what makes it special, how it helps, and why you believe in it.