A Comparative Analysis of Perceived Value Dimensions of Apple iPhone from the Perspective of Generations Y and Z

The global market is undergoing rapid development, creating a significant challenge for businesses in identifying and catering to the unique needs of target customer groups to survive in the market. The concept of customer value is essential for understanding consumer behaviour for both, managers, and researchers There are various forms of perceived value, and companies must understand which aspects are most important to their target customers. Furthermore, differences between generations may also play a role in the assessment scores. The theoretical section of the paper delves into the topic of perceived product value, its key characteristics, and the distinctions between generations Y and Z. Additionally, this study seeks to examine the perception of the value of Apple's iPhone mobile phones among members of generations Y and Z, focusing on the dimensions of value that they deem significant. Furthermore, the research aims to determine whether there are any discrepancies in the assessment of the dimensions of the perceived value of Apple iPhone products between these two generations.