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Value Analysis

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VALUE ANALYSIS
THE CONCEPT OF VALUE
The value of a product will be interpreted in different ways by different customers. Value is subjective. Just as beauty lies in the eyes of the beholder, value is highly dependent upon perspective. Frequently, the analyst will discover that the different perspectives will lead to conflicting definitions of value. But usually its common characteristic is a high level of performance, capability, emotional appeal, style, etc. relative to its cost. This can also be expressed as maximizing the function of a product relative to its cost:
Value = (Performance + Capability)/Cost = Function/Cost
Value is not a matter of minimizing cost. In some cases the value of a product can be increased by increasing its …show more content…

This is not an absolute rule, but rather an observation of the consumer products market. Few people purchase consumer products based on performance or the lowest cost of basic functions alone. When purchasing a product it is assumed that the basic function is operative. The customer 's attention is then directed to those visible secondary support functions, or product features, which determine the worth of the product. From a product design point of view, products that are perceived to have high value first address the basic function 's performance and stress the achievement of all of the performance attributes. Once the basic functions are satisfied, the designer 's then address the secondary functions necessary to attract customers. Secondary functions are incorporated in the product as features to support and enhance the basic function and help sell the product. The elimination of secondary functions that are not very important to the customer will reduce product cost and increase value without detracting from the worth of the product.
The cost contribution of the basic function does not, by itself, establish the value of the product. Few products are sold on the basis of their basic function alone. If this were so, the market for "no name" brands would be more popular than it is today. Although the cost contribution of the basic function is relatively small, its loss will cause

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