Effects of Practical Value of Products on Customers Perceived Value

This research aims to discuss Customer Perceived Value (CPV) in retail trades from an applicable value standpoint. It is to provide a new path for the success of the firms operating in the present competitive market, and to solve the scientific gap in the field in Iran. Here, CPV has been studied in Shahrvand chain stores. The research methodology is a combination of descriptive-survey and correlation methods. The data are collected through a questionnaire compiled and distributed among the population selected through Tehran Shahrvand chain stores during the year 2011. The sample size is 440 obtained by 110 questionnaires distributed to 4 districts of Tehran. The selection of samples number in specific days as well as of the stores has been non-randomly and systematically. However, the people for the sample time are randomly chosen. The analysis and test hypothesis have been made using structural equations models. The findings suggest that there is a direct significant relation between CPV and practical values impacts.