Study On Customer Perceived Value Based On Shoe’s Consumption Experience

With the prosperity of social economy and increasingly severe competition of market economy, more and more enterprises begin to pay close attention to customer perceived value, observing market and product from the customer’s perspective, then understanding the needs of themarket. With the continuous development of economy, consumers havenot satisfied with only pursuit of material and cultural level, more andmore consumers begin to pay close attention to the needs of the spiritual culture, they are no longer limited to the requirement of the product ingood quality, good style, but in the process of consumption. They paymore attention on spirit, culture, life, and brand recognition. For the purpose of the requirement of the customer psychology, this article studies from five dimensions of consumption experience, dissected white-collar women in buying shoes, known which factor affecting their purchasedecisions, and according the impact factor to making marketing strategy of perceived value.In this study, using market research methods as a prerequisite toconsumer experience around the customer obtained from the theory ofperceived value drivers for the target consumer groups to conductresearch. This research focus on the women’s Leather shoes. For thecurrent footwear consumer market, analysis of perceived value’ssimilarities and differences between with the current consumer andfootwear company or footwear supplier, then summed consumersshopping tendency and value orientation when they want to buy thiskind of shoes. And then find out footwear consumer’s customerperceived value drivers in accordance with Xi’an25-35year old female and find out the drivers of customer perceived value interrelated too, sothat footwear companies and suppliers of resources in the best intereststechnology, providing effective marketing decisions provide a referencethrough research.There are three parts in this article, from the consumption experience point of view, researching on customer perceived value. The first part, according to the literature research, and experience on consumptiontheory and the theory of customer perceived value, to review and summarize customer perceived value and consumer experience. The secondpart, through the questionnaire analysis of market research, to find the influence of consumption experience customer perceived value driving factors, and the driving factors are named interpretation and under the dimension of consumption experience, the restructuring drive factor classification. Find out the consumption experience involved in the driving factor. The third part, according to the white-collar female in buying shoes to perceive the consumption experience for the class consumption terminal to provide the feasible marketing strategy.This study has multiplemeanings, for the shoe company it can correctly guide the shoesconsumption, help the customer to perceive the shoe’s value then have avery pleasure consumer experience and allows consumers to enjoy thegood shoes consumption from a high-level consumer experience, toachieve consumer satisfaction process, and ultimately allow consumersto enjoy the happy experience of shoes consumption, completeconsumption in happiness, in favor of shoes companies towardmarketing harmonious direction.