The influence of product value during the process of purchase decision

The success of the organisational actions is ensured by the permanent dialogue that is hold with the consumer in order to know and anticipate his needs and desires, in order to satisfy them better through the offered goods and services. Found in the face of a polyvalent consumer, the marketing specialists of the companies are provoked to find new landmarks in order to understand the mechanisms that guide the behaviour and to highlight the consumers’ profile. Regarding the respect that must be granted to the consumer, this begins with a real knowledge and understanding of the elements that are the basis of his decisions, respectively of the forming of his behaviour. Nowadays consumer is permanently searching for a direction that is not always compatible with the notion of rationality or utility.