The Assessment of Customers’ Values formed by Different Kinds of Retailers
The Assessment of Customers’ Values formed by Different Kinds of Retailers

Summary/Abstract: The paper notes that different kinds of retailers prefer value approach today. This research is aimed at detecting gaps between expected and derivable customers’ values formed by different kinds of retailers (hypermarket, supermarket, corner shops, etc.) in cities with population under 1 million people. In this research, the authors created a method to evaluate customers’ values formed by different kinds of retailers. Besides, the authors found and counted the main factors that form customers’ benefits; the main types of customers’ expenditures including material and non- material (time, physical and psychological efforts). The results of the research help retailers to develop marketing programs.

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