Customer Perceived Value

• Customer perceived value is the difference between the prospective customer's evaluation of all benefits and all the costs of an offering and the perceived alternatives. Total Customer Benefit is the perceived monetary value of the bundle of economic, functional and psychological benefits customers expect from a given market offering because of the product, service, people and image. Total Customer Cost is the perceived bundle of costs customers expect to incur in evaluating, obtaining, using and disposing of the given market offering including monetary, time, psychological and energy costs.

• Quaker Oats has been trying to reduce the cholesterol level of anyone who consumes it. India is the world's coronary ailment and diabetic capital. Quaker Oats provides nutrition and is easy to cook (product benefit). Its also filling. After having studied how Kellogs established itself to be a part of the breakfast meal among the Indians, Quaker is the only high profile product launch in this segment (image benefit).

• A large section of Indian market has been tapped by talking about health news, info graphics on heart health, several recipes with combination of oats, live coverage of those who transformed their lives by consuming Quaker oats.

The 1Kg pack is sold for Rs 165, 600 gm pack for 85, 400gm pack for Rs 68 and 200gm pack for Rs 41 and 26gm packs for Rs 10 each. Sometimes, Pepsico's jumbo offering includes a 1.5Kg pack at the cost of 1Kg pack of Oats. It is available at a very reasonable price (low monetary cost). It's available easily at most of the general stores (no time and energy cost).