EVALUATING SHOESMASTER VALUE PROPOSITION BASED ON HOW CUSTOMER PERCEIVED THE VALUE OF SHOESMASTER’S PRODUCTS

Abstract

AN EVALUATION ON SHOESMASTER'S VALUE PROPOSITION BASED ON CUSTOMER'S PERCEPTION OF THE PRODUCTS The purpose of this research is to explore the customer's perceived value of ShoesMaster's products. It also aims to evaluate the existing value proposition based on capability, impact, and cost aspects and compare it to the customer's perceived value of ShoesMaster's products. Research findings suggest that ShoesMaster's value proposition should be modified accordingly. The company does not need to modify the capability an impact aspects, because customers perceived the same value as the one promised to them by ShoesMaster. The aspect that requires adjustment is the cost aspect. ShoesMaster should not put too much focus on the affordability of the product, because customers do not buy the product based on the low price. Furthermore, ShoesMaster should focus more on the product features and make them better, because most of the customers prioritize product features.