This study explores the fitting of consumer needs to product perceived value using the example of two lines of competitive products in the area of communication electronics, Apple products versus Samsung products. Five types of needs regarding digital communication and three types of related product value are evaluated for these two brands in order to know if product value differences have a distinctive effect on consumer needs. The results show that Apple users are more satisfied with their needs being fulfilled by Apple products than Samsung users getting satisfied with Samsung products. Moreover, Apple users emphasize the emotional value of Apple products when considering entertainment and communication needs while Samsung users show no emotional attachment to Samsung products at all. The perceived feeling of needs being fulfilled by Apple products is stronger among Apple users. The paper offers a discussion of the results taking into account the available literature on the topic and considering the consequences for the companies involved.



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